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华金证券
Huajin Securities
Huajin Securities
华发集团旗下企业
行业周报
表 4: 11 月集成灶各品牌零售端表现
| 渠道 | 品牌 | 销售额同比 | 销量同比 | 均价同比 | 销额市占率 | 市占率同比(pct) | |||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | ||
| 线上 | 火星人 | -21.4% | -8.2% | -22.0% | -14.2% | 0.8% | 7.0% | 30.9% | 27.3% | 1.67 | 2.21 |
| 亿田 | -4.2% | -4.7% | -5.4% | -8.8% | 1.3% | 4.6% | 13.8% | 15.6% | 3.09 | 1.80 | |
| 美大 | -70.5% | -66.2% | -75.7% | -70.2% | 21.3% | 13.2% | 4.6% | 3.4% | -6.98 | -5.12 | |
| 帅丰 | -2.8% | 1.6% | -7.0% | -3.8% | 4.5% | 5.6% | 7.7% | 7.5% | 1.81 | 1.28 | |
| 森歌 | -30.9% | -12.1% | -39.5% | -21.5% | 14.4% | 12.0% | 8.4% | 9.5% | -0.63 | 0.39 | |
| 老板 | -83.7% | - | -66.1% | - | -51.8% | - | 0.7% | 0.6% | -2.63 | - | |
| 线下 | 火星人 | 84.9% | 25.1% | 58.2% | 19.9% | 16.8% | 4.4% | 20.9% | 19.8% | -4.01 | -7.22 |
| 亿田 | 32.9% | 30.2% | 2.5% | 42.6% | 29.7% | -8.7% | 14.8% | 9.4% | -0.13 | 1.35 | |
| 美大 | 33.7% | 1.6% | 17.4% | -1.7% | 13.9% | 3.3% | 10.4% | 13.9% | -6.00 | -4.92 | |
| 帅丰 | 564.0% | 4.2% | 300.0% | -14.4% | 66.0% | 21.7% | 5.1% | 1.2% | 4.98 | 0.78 | |
| 森歌 | 122.5% | 105.4% | 40.0% | 71.6% | 58.9% | 19.7% | 1.8% | 1.5% | 0.75 | 0.68 | |
| 老板 | 328% | - | 352% | - | -6.6% | - | 28.8% | 29.4% | 15.84 | - | |
资料来源：奥维云网，华金证券研究所
表 5: 11 月扫地机器人各品牌零售端表现
| 渠道 | 品牌 | 销售额同比 | 销量同比 | 均价同比 | 销额市占率 | 市占率同比(pct) | |||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | ||
| 线上 | 科沃斯 | -23.1% | -10.3% | -25.7% | -11.8% | 3.5% | 1.7% | 34.1% | 34.8% | -8.51 | -5.17 |
| 石头 | 13.5% | 16.9% | 15.2% | 18.3% | -1.5% | -1.2% | 23.5% | 24.3% | 3.60 | 2.88 | |
| 云鲸 | -18.0% | -17.3% | -17.8% | -21.4% | -0.3% | 5.2% | 12.3% | 12.1% | -2.11 | -2.99 | |
| 追觅 | 81.6% | 104.9% | 41.9% | 75.4% | 28.0% | 16.8% | 16.5% | 13.6% | 7.76 | 6.78 | |
资料来源：奥维云网，华金证券研究所
表 6: 11 月洗地机各品牌零售端表现
| 渠道 | 品牌 | 销售额同比 | 销量同比 | 均价同比 | 销额市占率 | 市占率同比(pct) | |||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | 23M11 | 2023 累计 | ||
| 线上 | 添可 | -18.0% | -2.2% | -9.2% | 11.2% | -9.6% | -12.1% | 50.4% | 48.5% | -11.55 | -7.81 |
| 追觅 | 26.7% | 57.6% | 50.0% | 77.9% | -15.6% | -11.4% | 18.0% | 17.3% | 3.68 | 4.82 | |
| 必胜 | -87.8% | -68.0% | -67.9% | -43.0% | -62.0% | -43.8% | 0.3% | 1.2% | -2.15 | -3.10 | |
资料来源：奥维云网，华金证券研究所
表 7: 11 月小厨电天猫京东各品牌零售端表现
| 渠道 | 品牌 | 销售额同比 | 销额市占率 | 市占率同比(pct) | |||
|---|---|---|---|---|---|---|---|
| 2023M11 | 2023 累计 | 2023M11 | 2023 累计 | 2023M11 | 2023 累计 | ||
| 线上 | 美的 | -2.5% | -0.7% | 13.9% | 11.6% | 2.50 | 4.25 |
| 九阳 | -27.8% | -24.5% | 6.4% | 6.3% | -0.68 | 1.25 | |
| 苏泊尔 | -20.9% | -17.3% | 8.8% | 9.5% | -0.08 | 2.44 | |
| 小熊 | -35.9% | -6.4% | 3.1% | 3.4% | -0.75 | 1.00 | |
资料来源：魔镜，华金证券研究所
（二）出口端：11 月家电出口维持较好增速
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