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一、行業概括

1、定義

家(jia)(jia)(jia)用(yong)(yong)電(dian)(dian)(dian)(dian)(dian)器，簡稱家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)，是(shi)指以(yi)(yi)電(dian)(dian)(dian)(dian)(dian)能來進行驅動(或(huo)以(yi)(yi)機械(xie)化動作)的家(jia)(jia)(jia)庭電(dian)(dian)(dian)(dian)(dian)器用(yong)(yong)具，可幫助執行家(jia)(jia)(jia)庭雜務。家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)基本(ben)上可以(yi)(yi)分為大型(xing)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)和(he)小(xiao)(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)。大型(xing)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)與小(xiao)(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)相(xiang)比體積(ji)(ji)較(jiao)(jiao)為寬大，不(bu)易運(yun)送且(qie)較(jiao)(jiao)常固(gu)定擺放在一(yi)個(ge)(ge)(ge)位(wei)置(zhi)，此外也可能因其(qi)耗(hao)電(dian)(dian)(dian)(dian)(dian)量(liang)較(jiao)(jiao)大而需要有特殊的裝(zhuang)置(zhi)或(huo)插(cha)頭來供應電(dian)(dian)(dian)(dian)(dian)力。小(xiao)(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)是(shi)指一(yi)個(ge)(ge)(ge)相(xiang)對(dui)于(yu)“大家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)”、“白電(dian)(dian)(dian)(dian)(dian)”、“黑電(dian)(dian)(dian)(dian)(dian)”的俗稱，同(tong)時(shi)也是(shi)相(xiang)對(dui)的概(gai)念，其(qi)基本(ben)特點是(shi)體積(ji)(ji)較(jiao)(jiao)小(xiao)(xiao)(xiao)，價(jia)值較(jiao)(jiao)小(xiao)(xiao)(xiao)，用(yong)(yong)電(dian)(dian)(dian)(dian)(dian)量(liang)較(jiao)(jiao)小(xiao)(xiao)(xiao)。本(ben)文對(dui)于(yu)小(xiao)(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)概(gai)念界定如(ru)下：小(xiao)(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)(dian)指的是(shi)體積(ji)(ji)較(jiao)(jiao)小(xiao)(xiao)(xiao)、功率較(jiao)(jiao)小(xiao)(xiao)(xiao)且(qie)便于(yu)攜帶的，主要用(yong)(yong)于(yu)提升家(jia)(jia)(jia)庭生活品(pin)質或(huo)者個(ge)(ge)(ge)人生活質量(liang)及體驗的家(jia)(jia)(jia)用(yong)(yong)電(dian)(dian)(dian)(dian)(dian)器。

依據小家電產品(pin)的功能、用途(tu)可以將小家電行業(ye)劃(hua)分為廚房小家電、家居小家電、個人護(hu)理小家電。具體(ti)產品(pin)介紹如(ru)下。

2、產(chan)業鏈(lian)剖(pou)析：產(chan)業生態完善(shan)

小(xiao)家(jia)電(dian)(dian)(dian)產(chan)業(ye)鏈(lian)主(zhu)要分為上游(you)原材(cai)料(liao)和零部(bu)(bu)件(jian)(jian)供應、中(zhong)游(you)小(xiao)家(jia)電(dian)(dian)(dian)制造(zao)(zao)和下(xia)游(you)小(xiao)家(jia)電(dian)(dian)(dian)銷售(shou)三(san)大環節。小(xiao)家(jia)電(dian)(dian)(dian)行(xing)業(ye)上游(you)原材(cai)料(liao)和零部(bu)(bu)件(jian)(jian)包(bao)括電(dian)(dian)(dian)加熱(re)器(qi)、電(dian)(dian)(dian)器(qi)閥件(jian)(jian)、塑料(liao)、金屬材(cai)料(liao)、包(bao)裝材(cai)料(liao)等(deng)各(ge)類(lei)零部(bu)(bu)件(jian)(jian)供應商(shang)，由于(yu)各(ge)種不(bu)同(tong)小(xiao)家(jia)電(dian)(dian)(dian)所需原材(cai)料(liao)零部(bu)(bu)件(jian)(jian)不(bu)同(tong)，因此上游(you)覆蓋(gai)企(qi)業(ye)范圍(wei)較(jiao)廣，品牌也(ye)較(jiao)多元化;中(zhong)游(you)小(xiao)家(jia)電(dian)(dian)(dian)制造(zao)(zao)企(qi)業(ye)包(bao)含了(le)國外大企(qi)業(ye)(如(ru)飛(fei)利浦)和國內(nei)家(jia)電(dian)(dian)(dian)綜合(he)制造(zao)(zao)企(qi)業(ye)(如(ru)美(mei)的)、小(xiao)家(jia)電(dian)(dian)(dian)制造(zao)(zao)企(qi)業(ye)各(ge)類(lei)型(xing)企(qi)業(ye);下(xia)游(you)主(zhu)流銷售(shou)渠道有(you)綜合(he)電(dian)(dian)(dian)商(shang)平臺(如(ru)天(tian)貓商(shang)城、京東商(shang)城等(deng))、線下(xia)家(jia)電(dian)(dian)(dian)賣(mai)場(如(ru)蘇寧、國美(mei))、大型(xing)商(shang)超(chao)、各(ge)級經銷商(shang)門店、公司(si)直營門店等(deng)各(ge)類(lei)分銷渠道。

行業上(shang)游(you)(you)零部(bu)件(jian)(jian)較為分散，主(zhu)要(yao)包(bao)括金屬材料供(gong)應(ying)商、塑料材料供(gong)應(ying)商、電(dian)子(zi)元器(qi)件(jian)(jian)材料等(deng)，企(qi)業如(ru)提供(gong)包(bao)裝材料的(de)三星新材、提供(gong)閥件(jian)(jian)的(de)三花智控、提供(gong)電(dian)機(ji)的(de)萊克股份等(deng);中游(you)(you)小家(jia)電(dian)制造商按照(zhao)廚衛、家(jia)居、個護三個類(lei)別梳理了(le)相關企(qi)業，如(ru)廚衛領(ling)域的(de)美(mei)的(de)、九陽(yang)、蘇(su)泊爾等(deng);下游(you)(you)電(dian)商渠道包(bao)括京東、淘(tao)寶，家(jia)電(dian)賣場主(zhu)要(yao)有國美(mei)電(dian)器(qi)、蘇(su)寧易購等(deng)，此外還(huan)有公(gong)司自營門店、經銷商門店等(deng)。

二、行業發展歷程：行業進入全新發展階段

中國小(xiao)(xiao)家(jia)電(dian)(dian)行(xing)(xing)(xing)業(ye)發展歷程可以分(fen)為四(si)個階(jie)段，20世紀(ji)80年(nian)代中期小(xiao)(xiao)家(jia)電(dian)(dian)產(chan)(chan)品開(kai)始進入普通消費者(zhe)家(jia)庭，初期的(de)(de)產(chan)(chan)品包含電(dian)(dian)風扇、電(dian)(dian)飯鍋、電(dian)(dian)熨(yun)斗等;20世紀(ji)90年(nian)代新(xin)興小(xiao)(xiao)家(jia)電(dian)(dian)作為時尚的(de)(de)象(xiang)征開(kai)始走入城市居民生(sheng)活;2000年(nian)后(hou)，小(xiao)(xiao)家(jia)電(dian)(dian)產(chan)(chan)品在人們(men)的(de)(de)日(ri)常生(sheng)活中扮(ban)演著越來越重要的(de)(de)角色，中國也開(kai)始成為小(xiao)(xiao)家(jia)電(dian)(dian)重要的(de)(de)生(sheng)產(chan)(chan)基地(di);2010年(nian)后(hou)，產(chan)(chan)品質(zhi)量和穩定性穩步提高，健(jian)康、節能、便捷、智能和養生(sheng)等需(xu)求也刺激行(xing)(xing)(xing)業(ye)進一步發展。目(mu)前行(xing)(xing)(xing)業(ye)進入多品類、高質(zhi)量、智能化的(de)(de)全新(xin)階(jie)段。

三、行業政策背景：新一輪家電下鄉促進消費

小(xiao)家電(dian)(dian)行(xing)業(ye)發(fa)展歷史較久(jiu)，歷年(nian)來對于家電(dian)(dian)行(xing)業(ye)的(de)政策較多，此處梳理了(le)(le)2019年(nian)以來發(fa)布的(de)重點政策。近年(nian)來國(guo)務院、國(guo)家發(fa)改(gai)委、工業(ye)和信息化部(bu)等多部(bu)門都陸續(xu)印發(fa)了(le)(le)支持、規范小(xiao)家電(dian)(dian)行(xing)業(ye)的(de)發(fa)展政策，內(nei)容涉及小(xiao)家電(dian)(dian)發(fa)展質量(liang)、小(xiao)家電(dian)(dian)消費、小(xiao)家電(dian)(dian)技術路線和小(xiao)家電(dian)(dian)關(guan)稅政策等內(nei)容。

2022年(nian)1月(yue)，國家(jia)(jia)(jia)發(fa)改委擬(ni)定《關于(yu)做(zuo)好近期促進(jin)消(xiao)費(fei)工作的通知(zhi)》，鼓勵有條(tiao)件的地(di)方開展綠(lv)色智(zhi)能家(jia)(jia)(jia)電(dian)(dian)(dian)下鄉，通過企業(ye)(ye)讓利、降低首付比例等方式，促進(jin)農(nong)村居民消(xiao)費(fei)。支(zhi)持家(jia)(jia)(jia)電(dian)(dian)(dian)、家(jia)(jia)(jia)具(ju)等企業(ye)(ye)開展“以舊(jiu)換新”、“以換代棄”活動，加強家(jia)(jia)(jia)電(dian)(dian)(dian)安全使用年(nian)限標準等宣傳解讀，鼓勵家(jia)(jia)(jia)電(dian)(dian)(dian)合理(li)更(geng)新。2022年(nian)一(yi)(yi)季(ji)度，中國境內零星爆發(fa)新型(xing)冠狀肺炎疫情導致經(jing)濟增長受阻，國務院也于(yu)2022年(nian)5月(yue)制定了一(yi)(yi)攬子穩(wen)住經(jing)濟的政策措(cuo)施，其中提及穩(wen)定家(jia)(jia)(jia)電(dian)(dian)(dian)產品的消(xiao)費(fei)。總結梳(shu)理(li)來看，近年(nian)來國家(jia)(jia)(jia)層面(mian)對于(yu)小家(jia)(jia)(jia)電(dian)(dian)(dian)行業(ye)(ye)的政策關鍵(jian)詞在于(yu)：新一(yi)(yi)輪家(jia)(jia)(jia)電(dian)(dian)(dian)下鄉、以舊(jiu)換新、補貼消(xiao)費(fei)、家(jia)(jia)(jia)電(dian)(dian)(dian)回收(shou)。

根據《中國家電工業“十四(si)五(wu)”發展指導(dao)意(yi)見(jian)》，明確了(le)“十四(si)五(wu)”時(shi)期我國家電工業的總體發展目標(biao)為，持(chi)續提升行業的全球競(jing)爭力、創新力和影響力，到2025年，成(cheng)為全球家電科技創新的引(yin)領者(zhe)。

四、行業發展現狀

1、小家(jia)電產(chan)業園區集中分(fen)布在廣(guang)東、浙江

截至(zhi)2022年(nian)6月中旬，我國小(xiao)家(jia)電(dian)(dian)(dian)(dian)(dian)產(chan)(chan)業(ye)(ye)相(xiang)(xiang)關的產(chan)(chan)業(ye)(ye)園(yuan)(yuan)區共有(you)(you)86個，主要分布在廣(guang)(guang)東(dong)省(sheng)(sheng)、浙江省(sheng)(sheng)、河南省(sheng)(sheng)、江蘇(su)省(sheng)(sheng)，其中廣(guang)(guang)東(dong)省(sheng)(sheng)共有(you)(you)22個數量第一。廣(guang)(guang)東(dong)知名小(xiao)家(jia)電(dian)(dian)(dian)(dian)(dian)企業(ye)(ye)包(bao)括美(mei)(mei)的集團、新寶股份、小(xiao)熊(xiong)電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)等。廣(guang)(guang)東(dong)小(xiao)家(jia)電(dian)(dian)(dian)(dian)(dian)相(xiang)(xiang)關產(chan)(chan)業(ye)(ye)園(yuan)(yuan)包(bao)括珠(zhu)海(hai)格力高(gao)(gao)端智能電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)(高(gao)(gao)欄)產(chan)(chan)業(ye)(ye)園(yuan)(yuan)、米(mi)風電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)產(chan)(chan)業(ye)(ye)園(yuan)(yuan)、美(mei)(mei)的廚房電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)工(gong)業(ye)(ye)園(yuan)(yuan)、廣(guang)(guang)東(dong)美(mei)(mei)的廚衛電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)制(zhi)造(zao)有(you)(you)限公司凈飲工(gong)業(ye)(ye)園(yuan)(yuan)、美(mei)(mei)的生活電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)制(zhi)造(zao)有(you)(you)限公司樓(lou)花(hua)工(gong)業(ye)(ye)園(yuan)(yuan)、美(mei)(mei)的生活電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)制(zhi)造(zao)有(you)(you)限公司第二工(gong)業(ye)(ye)園(yuan)(yuan)、美(mei)(mei)的微波(bo)電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)工(gong)業(ye)(ye)園(yuan)(yuan)、皮阿諾櫥(chu)柜·衣柜·電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)工(gong)業(ye)(ye)園(yuan)(yuan)、圣迪威(wei)電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)產(chan)(chan)業(ye)(ye)園(yuan)(yuan)、中山市天(tian)朗電(dian)(dian)(dian)(dian)(dian)器(qi)(qi)(qi)工(gong)業(ye)(ye)園(yuan)(yuan)等。

2、代表性企業產(chan)量在4000萬臺以上

2021年，布局(ju)了(le)小(xiao)家(jia)電(dian)(dian)制造的(de)(de)上市企(qi)(qi)業中(zhong)，美(mei)的(de)(de)集團、蘇泊爾、九(jiu)陽股份、新(xin)寶股份、小(xiao)熊電(dian)(dian)器(qi)、飛科電(dian)(dian)器(qi)的(de)(de)企(qi)(qi)業產(chan)(chan)(chan)量(liang)(liang)(liang)均在4000萬臺以(yi)上，規模較(jiao)大，其(qi)中(zhong)美(mei)的(de)(de)集團家(jia)電(dian)(dian)產(chan)(chan)(chan)品產(chan)(chan)(chan)量(liang)(liang)(liang)達到(dao)5.85億臺，產(chan)(chan)(chan)量(liang)(liang)(liang)規模位居全國第一。從產(chan)(chan)(chan)銷率(lv)來(lai)看，多數(shu)企(qi)(qi)業基本達到(dao)產(chan)(chan)(chan)銷平(ping)衡(heng)的(de)(de)狀態(tai)，蘇泊爾呈(cheng)現供不應(ying)求的(de)(de)局(ju)面，其(qi)部分(fen)產(chan)(chan)(chan)能需要通(tong)過代(dai)工方(fang)式進行補充。小(xiao)家(jia)電(dian)(dian)產(chan)(chan)(chan)業的(de)(de)代(dai)表性(xing)企(qi)(qi)業產(chan)(chan)(chan)量(liang)(liang)(liang)/銷量(liang)(liang)(liang)情況如下(xia)：

注：由于美的(de)集團未(wei)剝離小(xiao)家電業務數據(ju)(ju)，此處美的(de)集團數據(ju)(ju)囊括(kuo)所有品類家電產品。

3、中國小(xiao)家電企業市(shi)場規模降速(su)上漲(zhang)

2017-2021年(nian)，中國小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)行(xing)業(ye)市(shi)場(chang)(chang)(chang)規(gui)(gui)模體(ti)(ti)(ti)(ti)量整(zheng)體(ti)(ti)(ti)(ti)呈(cheng)現上漲(zhang)趨勢(shi)，五年(nian)間復合增(zeng)長率達到(dao)(dao)8.72%。2021年(nian)，小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)行(xing)業(ye)市(shi)場(chang)(chang)(chang)規(gui)(gui)模體(ti)(ti)(ti)(ti)量達到(dao)(dao)1017億元，同(tong)比增(zeng)長0.99%。2021年(nian)的小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)市(shi)場(chang)(chang)(chang)，并未延(yan)續2020年(nian)銷售熱(re)度，這次“降溫”的出(chu)現有多方(fang)原(yuan)因，其中廚房類產(chan)品銷售規(gui)(gui)模下滑明顯拖(tuo)累了(le)行(xing)業(ye)增(zeng)速(su)(su)。廚房小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)自2019年(nian)以來(lai)(lai)已(yi)步入飽和初期(qi)，大(da)盤(pan)增(zeng)長開(kai)始疲弱，2020年(nian)受(shou)疫情防(fang)控(kong)影響“宅經濟(ji)”火熱(re)，像催(cui)化(hua)劑一般，加速(su)(su)小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)市(shi)場(chang)(chang)(chang)飽和;短期(qi)來(lai)(lai)看，2021年(nian)消費(fei)者為謀生計，外(wai)出(chu)工(gong)作，下廚頻次降低，需求減(jian)少，更新(xin)減(jian)少，使得廚房小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)市(shi)場(chang)(chang)(chang)規(gui)(gui)模出(chu)現負增(zeng)長，拖(tuo)累了(le)小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)行(xing)業(ye)整(zheng)體(ti)(ti)(ti)(ti)規(gui)(gui)模增(zeng)速(su)(su)。整(zheng)體(ti)(ti)(ti)(ti)來(lai)(lai)看，小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)行(xing)業(ye)自2019年(nian)后(hou)增(zeng)速(su)(su)已(yi)下降明顯，市(shi)場(chang)(chang)(chang)規(gui)(gui)模呈(cheng)現降速(su)(su)上漲(zhang)。

注：統計(ji)品類(lei)包含電(dian)(dian)飯煲、電(dian)(dian)磁爐、電(dian)(dian)水壺(hu)、電(dian)(dian)壓(ya)力鍋(guo)、豆(dou)漿機(ji)(ji)、料理機(ji)(ji)、榨汁機(ji)(ji)、煎烤機(ji)(ji)、養生壺(hu)、電(dian)(dian)蒸燉鍋(guo)、掃地機(ji)(ji)器人、洗地機(ji)(ji)、無(wu)線吸塵器、電(dian)(dian)動剃須(xu)(xu)刀、電(dian)(dian)動牙(ya)刷、電(dian)(dian)吹(chui)風產品。其中(zhong)2017-2019年度數據不(bu)含電(dian)(dian)動剃須(xu)(xu)刀、電(dian)(dian)動牙(ya)刷、電(dian)(dian)吹(chui)風產品市場(chang)規模。

4、原(yuan)料價(jia)格上漲疊加品牌升級推動終端產品提價(jia)

2021年，中國(guo)廚房小家(jia)電產(chan)品(pin)(pin)均價(jia)整(zheng)體同(tong)比有所(suo)(suo)上(shang)升，但具體而言，不(bu)同(tong)細(xi)分(fen)產(chan)品(pin)(pin)趨勢各有差(cha)異(yi)。攪拌機(ji)(ji)(ji)、煎烤機(ji)(ji)(ji)、原汁機(ji)(ji)(ji)、電壓力(li)鍋、電水壺、電飯(fan)煲產(chan)品(pin)(pin)均價(jia)同(tong)比上(shang)漲(zhang)(zhang)約10%左右，尤(you)其攪拌機(ji)(ji)(ji)上(shang)漲(zhang)(zhang)幅(fu)度(du)約為15%，多數產(chan)品(pin)(pin)漲(zhang)(zhang)幅(fu)較大主要(yao)(yao)系(xi)因為2021年鋁、不(bu)銹鋼(gang)、銅等大宗原材料價(jia)格(ge)大幅(fu)快速上(shang)漲(zhang)(zhang)，成(cheng)本上(shang)升逐漸傳導至終(zhong)端價(jia)格(ge)所(suo)(suo)致。部分(fen)細(xi)分(fen)產(chan)品(pin)(pin)如豆漿機(ji)(ji)(ji)、果汁機(ji)(ji)(ji)價(jia)格(ge)有所(suo)(suo)回落，主要(yao)(yao)系(xi)細(xi)分(fen)市(shi)場競爭加劇且消費者對于非(fei)必須產(chan)品(pin)(pin)保持理性的(de)購買心理。

家(jia)居(ju)類(lei)產品及個護類(lei)產品整體呈現均價(jia)(jia)上漲(zhang)(zhang)的(de)趨勢，其(qi)中(zhong)掃地機器人市場較新，產品設計契合當下需求熱點，2021年價(jia)(jia)格同比上漲(zhang)(zhang)44%;個護類(lei)產品如電吹風(feng)、電動(dong)(dong)剃須刀、電動(dong)(dong)牙刷等近年來產品不斷升級(ji)，品質化趨勢明(ming)顯，2021年價(jia)(jia)格有所上升。

五、行業競爭格局

1、區(qu)域競爭：珠三角及(ji)華東區(qu)域產業(ye)競爭實力(li)強

截至2022年6月中(zhong)旬，根據(ju)(ju)中(zhong)國(guo)企(qi)(qi)業(ye)(ye)(ye)數據(ju)(ju)庫企(qi)(qi)查貓，目前中(zhong)國(guo)小家電行業(ye)(ye)(ye)的(de)(de)主(zhu)要企(qi)(qi)業(ye)(ye)(ye)共有(you)(you)4348家，從企(qi)(qi)業(ye)(ye)(ye)主(zhu)體注冊地分布來看(kan)，中(zhong)國(guo)小家電企(qi)(qi)業(ye)(ye)(ye)主(zhu)要分布在珠三(san)角及(ji)華東(dong)區域，特別以廣(guang)東(dong)和浙(zhe)(zhe)江(jiang)為代(dai)表，目前廣(guang)東(dong)共有(you)(you)相(xiang)關(guan)小家電企(qi)(qi)業(ye)(ye)(ye)數2113家，浙(zhe)(zhe)江(jiang)則有(you)(you)1654家。而從小家電產(chan)業(ye)(ye)(ye)鏈相(xiang)關(guan)上市企(qi)(qi)業(ye)(ye)(ye)分布情況(kuang)來看(kan)，兩地也是聚集(ji)(ji)了(le)眾多的(de)(de)企(qi)(qi)業(ye)(ye)(ye)，如廣(guang)東(dong)的(de)(de)美的(de)(de)集(ji)(ji)團、格力電器、新寶股(gu)份、小熊電器，浙(zhe)(zhe)江(jiang)的(de)(de)蘇泊(bo)爾、愛仕達(da)、德業(ye)(ye)(ye)股(gu)份等(deng)。

2、企業競爭：市場劃(hua)分三(san)大派系，佼(jiao)佼(jiao)者各(ge)異

根據各市場主(zhu)(zhu)體主(zhu)(zhu)營產(chan)品(pin)(pin)的類型差(cha)異，中國小(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)行業(ye)可以劃分為三個競爭(zheng)派系(xi)。廚房小(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)領域的主(zhu)(zhu)要(yao)參(can)(can)與(yu)(yu)者有美的集團、蘇泊(bo)爾(er)、九陽(yang)股份、松下(xia)電(dian)(dian)(dian)(dian)器(qi)等(deng);家(jia)(jia)(jia)居(ju)小(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)產(chan)品(pin)(pin)主(zhu)(zhu)要(yao)包括(kuo)(kuo)掃地機器(qi)人、洗(xi)地機、無線吸塵(chen)器(qi)等(deng)產(chan)品(pin)(pin)，參(can)(can)與(yu)(yu)者包括(kuo)(kuo)科(ke)沃斯、石頭科(ke)技、小(xiao)(xiao)米科(ke)技、云(yun)鯨(jing)等(deng)品(pin)(pin)牌;個護小(xiao)(xiao)家(jia)(jia)(jia)電(dian)(dian)(dian)(dian)產(chan)品(pin)(pin)主(zhu)(zhu)要(yao)包括(kuo)(kuo)電(dian)(dian)(dian)(dian)吹風、電(dian)(dian)(dian)(dian)動剃須(xu)刀、電(dian)(dian)(dian)(dian)動牙(ya)刷(shua)等(deng)產(chan)品(pin)(pin)，市場參(can)(can)與(yu)(yu)者包括(kuo)(kuo)戴森(sen)、飛利浦、飛科(ke)電(dian)(dian)(dian)(dian)器(qi)、松下(xia)電(dian)(dian)(dian)(dian)器(qi)、USMILE等(deng)。

綜合來看(kan)，目(mu)前中(zhong)國小(xiao)(xiao)家(jia)電(dian)行(xing)業龍頭企(qi)業是美的(de)(de)集團，其小(xiao)(xiao)家(jia)電(dian)業務營收規模遙(yao)(yao)遙(yao)(yao)領(ling)(ling)(ling)先，但具體至(zhi)三個(ge)競爭派系中(zhong)佼佼者各異。廚(chu)房小(xiao)(xiao)家(jia)電(dian)(以(yi)首(shou)要產品電(dian)飯煲為(wei)(wei)(wei)例)領(ling)(ling)(ling)域(yu)，2022年(nian)前4個(ge)月，蘇泊爾市(shi)(shi)場(chang)(chang)份額(e)(e)達到30.9%，占據(ju)第一(yi);美的(de)(de)集團、九陽股(gu)份位列第二(er)、三名，市(shi)(shi)場(chang)(chang)份額(e)(e)分(fen)別為(wei)(wei)(wei)26.8%及(ji)(ji)(ji)10.2%。家(jia)居小(xiao)(xiao)家(jia)電(dian)(以(yi)首(shou)要產品掃(sao)(sao)地機為(wei)(wei)(wei)例)領(ling)(ling)(ling)域(yu)，2021年(nian)，科(ke)沃斯(si)憑(ping)借旗下科(ke)沃斯(si)掃(sao)(sao)地機器(qi)人及(ji)(ji)(ji)添可洗地機良好的(de)(de)市(shi)(shi)場(chang)(chang)口碑(bei)，占據(ju)了家(jia)居小(xiao)(xiao)家(jia)電(dian)領(ling)(ling)(ling)域(yu)45%的(de)(de)市(shi)(shi)場(chang)(chang)份額(e)(e);小(xiao)(xiao)米科(ke)技、石頭科(ke)技市(shi)(shi)場(chang)(chang)份額(e)(e)分(fen)別為(wei)(wei)(wei)16%及(ji)(ji)(ji)14%。在個(ge)護小(xiao)(xiao)家(jia)電(dian)領(ling)(ling)(ling)域(yu)，2021年(nian)飛利浦(pu)占據(ju)了24.6%市(shi)(shi)場(chang)(chang)份額(e)(e)排名第一(yi)，飛科(ke)電(dian)器(qi)及(ji)(ji)(ji)戴森分(fen)別占據(ju)11.7%及(ji)(ji)(ji)10.5%的(de)(de)市(shi)(shi)場(chang)(chang)份額(e)(e)。

注：廚房小家(jia)電電飯(fan)煲市(shi)場銷售數據統計區(qu)間為2022年(nian)1月-4月，下(xia)同。

六、行業發展前景及趨勢預測

1、行業(ye)競爭進一步加劇(ju)，家居/個(ge)護市場有望引領行業(ye)突(tu)破

中國小(xiao)家電(dian)(dian)行業(ye)發展歷(li)史較久，產品(pin)(pin)早已走進千家萬戶，從(cong)市(shi)場規(gui)模(mo)來(lai)看，雖(sui)總體(ti)規(gui)模(mo)不斷保(bao)持增(zeng)(zeng)長，但增(zeng)(zeng)速(su)自2019年下降明顯(xian)(xian)。近(jin)年來(lai)，小(xiao)家電(dian)(dian)領域明顯(xian)(xian)涌現(xian)出許多(duo)新興品(pin)(pin)牌，而高(gao)端品(pin)(pin)牌為了搶奪市(shi)場份額，持續渠(qu)道下沉(chen)并調整其產品(pin)(pin)及價格策略(lve)，行業(ye)競爭有(you)(you)所加劇。隨著(zhu)中國居民消費品(pin)(pin)質不斷升級，越來(lai)越多(duo)高(gao)附加值的智能化家居產品(pin)(pin)、個護產品(pin)(pin)得(de)到市(shi)場的認可，典型如近(jin)年來(lai)掃地機器人市(shi)場的快(kuai)速(su)爆發。展望未(wei)來(lai)，家居小(xiao)家電(dian)(dian)、個護小(xiao)家電(dian)(dian)細(xi)分市(shi)場有(you)(you)望進一步快(kuai)速(su)發展，引(yin)領小(xiao)家電(dian)(dian)行業(ye)規(gui)模(mo)取得(de)突破增(zeng)(zeng)長。

2、消費升級帶動產品創(chuang)新(xin)，未來市場規模(mo)持(chi)續(xu)走高

2021年，由于(yu)原材料(liao)價格上漲、宅經濟減弱(ruo)、上年市(shi)場(chang)(chang)規模基(ji)數(shu)較(jiao)(jiao)大等原因，中國小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)行(xing)業(ye)整(zheng)體(ti)市(shi)場(chang)(chang)規模增速僅(jin)為(wei)0.99%，市(shi)場(chang)(chang)規模達到1017億(yi)元。展(zhan)望未(wei)(wei)來(lai)，廚房小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)目前市(shi)場(chang)(chang)規模占據了小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)行(xing)業(ye)“半壁江山”，但行(xing)業(ye)、產品較(jiao)(jiao)為(wei)成熟，競(jing)(jing)爭(zheng)格局(ju)穩定，廚房小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)未(wei)(wei)來(lai)增速有所放緩;而家(jia)(jia)居小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)、個護(hu)小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)領域，在消費升級的刺激下(xia)，產品也不(bu)斷創新(xin)升級，推(tui)陳(chen)出新(xin)滿足當下(xia)需求(qiu)熱點，行(xing)業(ye)競(jing)(jing)爭(zheng)較(jiao)(jiao)為(wei)充(chong)分，行(xing)業(ye)整(zheng)體(ti)成長性良好，未(wei)(wei)來(lai)行(xing)業(ye)將保持中高增速。經初步測算，2027年，中國小(xiao)(xiao)家(jia)(jia)電(dian)(dian)(dian)行(xing)業(ye)市(shi)場(chang)(chang)規模約為(wei)1611億(yi)元。

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