咨詢avc線上空調(diào)市場簡析2013年第

數(shù)據(jù)、行業(yè)、用戶研究專家顯示及數(shù)字內(nèi)容、家電、商用奧維咨詢公司（AVC）www.avc-奧維咨詢公司（AVC）中國空調(diào)線上市場周度監(jiān)測報(bào)告精要分析版2013年第33周2013.08.12-2013.08.18報(bào)告說明3數(shù)據(jù)來源：京東商城、國美在線、易迅網(wǎng)、淘寶網(wǎng)、天貓商城等13家主流電商全網(wǎng)監(jiān)測數(shù)據(jù)。報(bào)告時(shí)間：2013年08月12日

至

2013年08月18日。指標(biāo)說明：報(bào)告中涉及指標(biāo)按照零售量和零售額計(jì)算，平均價(jià)格指標(biāo)是以零售量為權(quán)重的加權(quán)平均值，如無特殊聲明，報(bào)告中價(jià)格均指零售均價(jià)。目錄整體市場分析渠道競爭分析品牌競爭分析價(jià)格波動(dòng)分析TOP型號(hào)分析主要渠道及競品促銷14234

產(chǎn)品結(jié)構(gòu)分析56附13W2613W2713W2813W2913W3013W3113W3213W333823

3666

3262

3496

3799

4703

4084線上銷額

3065線下銷額101136138350線上占比

2.9%

2.7%1304972.7%870053.6%921753.7%810854.5%1047074.3%720005.4%2.9%2.7%2.7%3.6%3.7%

4.5%

4.3%5.4%0%1%2%3%4%5%6%020000400006000080000120000140000160000單100000位：萬元線上與線下銷額周度變動(dòng)分析整體市場分析線下環(huán)比線上環(huán)比↓33.3

%↓17.7%13W2613W2713W2813W2913W3013W3113W3213W33139561335711946120941311715368

12652線上銷量12063線下銷量303333413291線上占比

3.8%

3.3%3918293.3%2557524.5%2741714.2%2402595.2%3020204.8%2013945.9%3.8%53.3%

3.3%4.5%4.2%5.2%4.8%5.9%0%1%2%3%4%5%6%7%400000350000300000250000200000150000100000500000450000單位：臺(tái)線上與線下銷量周度變動(dòng)分析線下環(huán)比線上環(huán)比↓31.2

%↓13.2

%本周線上規(guī)模下滑，銷量環(huán)比下降33.3%，銷額環(huán)比下降31.2%線下市場銷量下降，銷量環(huán)比下降17.7%，銷額環(huán)比下降13.2%；線上市場銷量占比為5.9%，銷額占比5.4%。渠道競爭分析京東商城,74.6%淘寶網(wǎng),2.9%易迅網(wǎng),4.2%國美在線,1.3%天貓商城,16.8%其他,0.3%本周電商主要渠道中，京東商城份額最高為71.3%，天貓商城銷量占比為19.0%；815京東商城銷量份額上漲，環(huán)比上漲7.3%，天貓商城份額下滑明顯，環(huán)比上升9.0%。本周線上各渠道銷量占比情況 本周線上各渠道銷額占比情況京東商城,71.3%6易迅網(wǎng),5.0%國美在線,1.3%淘寶網(wǎng),3.1%天貓商城,19.0%其他,0.3%品牌競爭分析銷量銷額本周線上市場海爾份額9.4%，環(huán)比略漲0.2%，線下市場份額12.1%，環(huán)比上升0.2%；線上市場，格力、美的份額大幅上漲，線下市場海爾份額低于格力和美的。TCL,

6.4%格力,25.2%海爾,8.6%奧克斯,5.7%美的,18.9%志高,4.9%其他,30.4%線下市場TCL,

3.7%格力,22.0%海爾,12.1%奧克斯,4.6%志高,4.3%美的,19.5%其他,33.8%TCL,

2.8%格力,25.5%海爾,13.0%奧克斯,志高,3.2%3.8%美的,20.2%其他,31.4%線上市場

?TCL,

9.3%7格力,18.8%奧克海斯?fàn)?,9.4%7.1%,

5.6%美的,15.9志%高其他,33.8%產(chǎn)品結(jié)構(gòu)分析銷量銷額本周線上市場定速掛機(jī)產(chǎn)品份額下滑，銷量占比49.9%，環(huán)比下降6.0%；線下市場本周定速掛機(jī)銷量占比為40.3%，銷額占比為27.0%。8產(chǎn)品結(jié)構(gòu)分析-當(dāng)周分匹數(shù)段掛機(jī)市場，線上市場主要以1匹和1匹半為主，線下市場小1匹半掛機(jī)略高于線上市場，格力小1匹半掛機(jī)比例高達(dá)31%，明顯高于其他品牌；柜機(jī)市場，線上線下均以2匹和3匹柜機(jī)為主，線上市場格力3匹柜機(jī)比例高于海爾和美的。9產(chǎn)品結(jié)構(gòu)分析-當(dāng)周分價(jià)格段掛機(jī)定速掛機(jī)市場，海爾線上以2300-2599元價(jià)格段產(chǎn)品為主，格力以2600-2899元產(chǎn)品為主，線上市場海爾2000元以下低端產(chǎn)品份額較高；變頻掛機(jī)市場，海爾2600-2899元價(jià)格段產(chǎn)品份額最高，美的線上3500-3999元產(chǎn)品份額最高。1011產(chǎn)品結(jié)構(gòu)分析-當(dāng)周分價(jià)格段柜機(jī)定速柜機(jī)市場，線上主要以低端價(jià)位產(chǎn)品為主，海爾柜機(jī)價(jià)格段分布在4500-5499元區(qū)間；變頻柜機(jī)市場，海爾線上8000-8999元產(chǎn)品比例較高，格力線上以6500-7999元產(chǎn)品居多，本周美的線上所售產(chǎn)品分布在7000-8999元。價(jià)格波動(dòng)分析-線上線下分產(chǎn)品結(jié)構(gòu)對(duì)比2086220421872140216921862181224613W2613W2713W2813W2913W3013W3113W3213W33292529182903295830102988328932374463443743534385447145284856487465126953689468727733752282668124當(dāng)周線下均價(jià)12當(dāng)周線上均價(jià)分產(chǎn)品結(jié)構(gòu)線上均價(jià)周度波動(dòng)6.4%9.3%11.9%2.8%線下對(duì)比線上價(jià)格波動(dòng)分析-線上線下分品牌對(duì)比當(dāng)周線下均價(jià)當(dāng)周線上均價(jià)分品牌線上均價(jià)周度波動(dòng)3125322131803289315130142960293813W26

13W27

13W28

13W29

13W30

13W31

13W32

13W3333713337336933953582351742474332268427042627273126772635239025892577287126762679314524962535280032183166329432364580382138173833-3.1%30.5%-4.5%23.3%16.4%-3.9%線下對(duì)比線上1921132195240121822111215721802196主要渠道暢銷型號(hào)對(duì)陣14備注：紅色表示競品上升較快型號(hào)渠道型號(hào)品牌定變頻本周銷量占比環(huán)比上周本周均價(jià)均價(jià)環(huán)比上周暢銷型號(hào)排序品牌KFRd-25GW/FC23KFR-35GW/dLC45-130(2)TCL格蘭仕定速定速3.8%2.5%-0.2%-0.7%176920994.1%10.5%KFRd-25GW/FC23KFR-35GW/dLC45-130(2)TCL格蘭仕KFRd-35GW/FC23TCL定速2.2%0.5%1999KFR-23GW/dLP45-150(2)格蘭仕KFR-25GW/d03-A2C-70Y5月兔定速1.8%0.0%1499KFR-25GW/D104+N3志高京東商城KFR-51LW/DY-IF(R3)KFR-26GW/BP2DN1Y-IF(3)美的美的定速變頻1.8%1.8%0.6%0.6%446625993.7%KFR-35GW/C104+N3KFR-25GW/d03-A2C-70Y5志高月兔KFR-23GW/dLP45-150(2)KFR-35GW/C104+N3格蘭仕志高定速定速1.8%1.7%-1.3%-0.5%1699240011.3%KFRd-35GW/FC23KFR-35GW/SQB+3TCL奧克斯KFR-72LW/DY-IF(R3)美的定速1.6%0.5%61447.8%KFR-26GW/BP2DN1Y-IF(3)美的KFR-35GW/BP3DN1Y-LC(2)美的變頻1.6%0.4%39042.8%KFR-26GW/(26570)FNBa-3格力KFR-35GW/EF11S3海信變頻8.8%1.5%2593-16.9%KF-35GW/SFD+3KFR-35GW/RDVdLD9-150(2)KFR-35GW/EF11S3KFR-35GW/DLC47-130(2)KFR-35GW/ERVBN3KFR-35GW/RDVdLC60-150(2)KFR-26GW/BP2DN1Y-IF(3)KFR-35GW/05FFC23KFR-35GW/BP3DN1Y-LC(2)KFR-26GW/RDVDL9-150(3)奧克斯格蘭仕海信

格蘭仕科龍

格蘭仕美的

海爾

美的

格蘭仕KF-35GW/SFD+3奧克斯定速8.7%-24.3%22041.1%KFR-35GW/RDVdLD9-150(2)格蘭仕變頻7.0%-0.7%2568-13.2%KFR-35GW/03GJC12-DS海爾定速7.0%6.1%2579-14.0%天貓商城KFR-23GW/ERVBN3KFR-35GW/BP3DN1Y-LC(2)科龍美的定速變頻3.5%3.3%2.8%1.6%16993924-9.5%0.0%KFR-26GW/EF11S3海信變頻3.3%2.0%23970.2%KFR-35GW/RDVdLC60-150(2)格蘭仕變頻3.2%0.5%2768-8.0%KFR-26GW/RDVDL9-150(3)格蘭仕變頻2.5%1.0%22995.7%KFR-35GW/05GJC23-DS海爾變頻2.2%0.8%3449主要渠道暢銷型號(hào)對(duì)陣15備注：紅色表示競品上升較快型號(hào)渠道型號(hào)品牌定變頻本周銷量占比環(huán)比上周本周均價(jià)均價(jià)環(huán)比上周暢銷型號(hào)排序 品牌KFR-23GW/dLL70-150(2)格蘭仕定速11.5%-3.2%2199KFR-23GW/dLL70-150(2)

格蘭仕KFR-35GW/dLD70-130(2)

格蘭仕

KFR-35GW/03GFC12

海爾

KFR-26GW/RDVdB9-150(3)

格蘭仕

KFR-26GW/dLP60-130(1)

格蘭仕

KFR-35GW/RDVdLD9-150(2)

格蘭仕

KFR-35GW/(35556)FNDcC-3

格力

KFR-26GW/(26556)FNDcC-3

格力

KFRd-25GW/FC23

TCLKFR-25GW/B104+N3

志高KFR-35GW/dLD70-130(2)格蘭仕定速11.1%-1.3%2599KFR-35GW/(35556)FNDcC-3格力變頻7.4%2.9%32994.8%KFR-26GW/dLP39-130(1)格蘭仕定速6.0%6.0%1799易迅網(wǎng)A13KF2KFR-35GW/K(35569)AaC-N2松下格力定速定速4.9%4.4%4.9%2.6%289928160.6%KFR-26GW/RDVdB9-150(3)格蘭仕變頻4.4%-2.8%2399AGQG12LLCA富士通變頻3.6%0.9%3499KF-35GW/LC39-130(1)格蘭仕定速3.5%3.5%1899KFR-26GW/dLP60-130(1)格蘭仕定速3.5%-2.9%1799KFR-35GW/03GFC12海爾定速19.9%3.4%2796-5.0%KFR-35GW/03GFC12

海爾KFR-35GW/05FFC23

海爾KFR-35GW/SFW+2

奧克斯KFR-26GW/03GFC12

海爾KFR-35GW/(35556)FNDe-3

格力KF-26GW/SF-1

奧克斯KFR-26GW/(26556)FNDe-3

格力KFR-26GW/02PAC22

海爾KFR-26GW/EF11S3

海信KF-35GW/ERVFN2(1)

科龍KFR-35GW/05FFC23海爾變頻16.1%2.9%3196-3.1%KFR-26GW/03GFC12海爾定速6.8%1.6%2199-4.4%KFR-35GW/(35556)FNDe-3格力變頻6.2%1.7%2296-2.6%國美在線KFR-72LW/06ZAC12KFR-23GW/DY-IF(R3)海爾美的定速定速3.7%3.7%2.0%2.3%38991780-1.6%-3.1%EAW35FD13BA1伊萊克斯定速3.7%2.3%349918.2%KFR-26GW/EFVCS3科龍變頻3.1%2.8%3196-3.8%KFR-26GW/(26556)FNDe-3格力變頻3.1%-0.7%2499-5.7%KFR-35GW/EFVCS3科龍變頻3.1%3.1%2179本周TOP20暢銷型號(hào)明細(xì)16銷量TOP20型號(hào)品牌當(dāng)周整體市場銷量占比環(huán)比上周上周均價(jià)本周均價(jià)均價(jià)環(huán)比KFRd-25GW/FC23TCL3.5%0.7%170617744.0%KFR-35GW/RDVdLD9-150(2)格蘭仕2.4%0.0%29342515-14.3%KFRd-35GW/FC23TCL1.8%0.6%200620170.6%KFR-35GW/BP3DN1Y-LC(2)美的1.8%0.5%384839041.4%KFR-35GW/dLC45-130(2)格蘭仕1.7%-0.3%1899209910.5%KFR-35GW/EF11S3海信1.7%-0.4%31222593-16.9%KF-35GW/SFD+3奧克斯1.6%-7.6%217922041.1%KFR-26GW/BP2DN1Y-IF(3)美的1.6%0.2%28452642-7.1%KFR-35GW/03GJC12-DS海爾1.4%1.1%29352580-12.1%KFR-26GW/BP3DN1Y-LC(2)美的1.3%0.5%350737476.8%KFR-25GW/d03-A2C-70Y5月兔1.3%0.1%149914990.0%KFR-51LW/DY-IF(R3)美的1.3%0.5%4307446