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开云·Kaiyun体育(全站)官方网站-登录入口
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<!--------head结束----------><style> img{max-width:650px} </style> <!--------head结束----------> <div id="main"> <!--------内容开始----------> <div class="column"> <div class="column_l"> <div class="det"> <div class="det_title"> <ul> <li class="det_title_name">北方高温拉不动空调销量，品牌市场排位正在“暗战”</li> <!-- <li class="det_title_from">来源：<span>新华社</span></li> --> <li class="det_title_from"> 来源：<span>新京报</span></li> <li class="det_title_time">2024-06-27</li> </ul> </div> <div class="det_title_fenxiang"> <div class="fenxiang"> <!-- JiaThis Button BEGIN --> <div class="jiathis_style_32x32"> <a class="jiathis_button_weixin"></a> <a class="jiathis_button_tsina"></a> <a class="jiathis_button_cqq"></a> <a class="jiathis_button_qzone"></a> <a href="http://www.jiathis.com/share" class="jiathis jiathis_txt jiathis_separator jtico jtico_jiathis" target="_blank"></a> <a class="jiathis_counter_style"></a> </div> <script type="text/javascript" > var jiathis_config={ summary:"", shortUrl:false, hideMore:false } </script> <script type="text/javascript" src="http://v3.jiathis.com/code/jia.js" charset="utf-8"></script> <!-- JiaThis Button END --> </div> <div class="huifu"></div> </div> <div class="mess_text"> <div class="content" id="article"><div>618叠加北方高温天气，空调市场并没有想象中“火热”；南方持续阴雨天气，令国内家用空调企业6月和7月内销排产分别同比下滑10.0%和12.5%。不过，东南亚和中东等市场需求爆发，外销市场逆势增长。</div> <div>奥维云网大家电事业部副总经理裴东敏表示，消费端来看，在以旧换新政策明朗之前，消费者有较强观望情绪而选择延迟购买计划。最重要的是，空调销售“靠天吃饭”的特性，今年南方部分地区连续暴雨、全国未有大范围高温天气，未给需求带来强有力的刺激。总体来看，行业面临压力。</div> <div>北方高温未能拉动空调大盘上涨</div> <div>“我买了一台1.5匹挂机、新一级能效、云锦三代的格力空调。”今年618期间，北京陈女士装修新房，添置了一台空调。</div> <div>“自己选择太难了，我朋友之前买了两台，我就跟着她买了。安装迅速，试用也可以，颜值也不错。”陈女士介绍。</div> <div>在618期间购买大件电器是不少消费者的选择，苏宁易购空调中高端品牌份额提升明显，新一级空调销售占比超9成，厨房空调同比增长超500%，海信X628新风空调同比增长80%。</div> <div>与此同时，国家预警信息发布中心6月21日发布未来七天风险提示显示，6月22日-23日，华北南部、黄淮地区，25日-30日，河北中南部、山东北部、河南北部及京津地区有高温天气过程。</div> <div>不过，南方却是暴雨不断。6月21日-24日，湖北、湖南、安徽、江苏、江西、上海、贵州、云南等地部分地区持续降雨或局地强降雨；华北、东北及内蒙古东部局地有降雨和强对流天气。</div> <div>北方持续高温也难拉动空调销量。奥维数据罗盘显示，6月3日-6月9日，全国线上渠道空调品类销售量同比下滑61.97%，销售额同比下滑65.36%。6月10日-6月16日，全国线上渠道空调品类销售量同比下滑51.25%，销售额同比下滑59.93%。</div> <div>面对行情变化，空调企业也实时调整。根据奥维云网最新排产监测数据显示，今年6月和7月国内家用空调企业内销排产分别同比下滑10.0%和12.5%。</div> <div>“空调销售虽然到达旺季，但相比去年，今年南方多地降雨频频，高温天气未能大范围爆发，零售需求大打折扣。在行业库存充足和零售需求减弱的双重前提下，空调企业后续生产计划自然呈现出季节性走低的趋势。”裴东敏认为。</div> <div>海外市场增幅高于国内市场</div> <div>空调内销出货在经历了前几个月的高速增长之后，预计在6月迎来下降拐点，且降幅在7月有进一步扩大趋势。不过外销订单持续景气，根据奥维云网最新排产监测数据显示，6月和7月国内家用空调企业外销排产分别同比增长50.5%和34.7%。</div> <div>据产业在线监测显示，2024年5月家用空调生产2119.4万台，同比增长11.1%；销售2152.9万台，同比增长11.7%。其中，内销1245.7万台，同比下滑1.4%；出口907.3万台，同比增长36.8%。</div> <div>裴东敏介绍，今年外销市场一路走高，多家企业生产订单相比去年都有大幅暴涨。目前来看，6-7月排产依然延续大幅上涨趋势。空调出口始终保持较强增长韧性的原因，除了受到海外补库红利的影响，还有地缘冲突导致的运费上行、经济波动导致的汇率下行等利好外销订单增长。</div> <div>“不过更为重要的是，在全球气候变暖的大环境下，部分国家和地区遭受高温侵袭，显著推动了空调订单需求增长。高温刺激下，东南亚和中东等市场需求爆发趋势明显，空调外销排产延续高增长。”裴东敏提到。</div> <div style="text-align: center;"><img src="http://www.chinahvacr.com/file/upload/202406/27/09-55-09-37-1.jpg" width="563" height="395" alt="" /></div> <div>以东南亚和中东地区为例，根据奥维云网出口监测数据，5月家用空调销往东南亚地区的泰国、菲律宾、马来西亚的出口量分别同比增长138.0%、99.8%和71.5%，销往中东地区的土耳其、利比亚、阿联酋的出口量分别同比增长140.1%、116.3%和111.6%。</div> <div>中信建投证券研报认为，根据海关总署数据，5月家电出口增速环比提振，空调、黑电外销显著反弹，冰洗维持较高增长。展望二季度，空调、冰箱、黑电预计仍将享有低基数红利，维持较高出口增速基本无虞。</div> <div>空调线上市场头部收缩腰部崛起</div> <div>市场涨跌也影响空调行业格局变动。综合奥维数据罗盘6月3日-6月16日线上市场数据，格力空调市占率23%左右、美的空调市占率21%左右、小米空调市占率15%左右。线下市场方面，格力空调市占率30%左右、美的空调市占率30%左右、海尔空调市占率12.5%。</div> <div>总体来看，空调市场竞争激烈。6月25日，格力电器发布信息称，近期关注到一篇标题为《中国空调市场“洗牌”，格力跌出前三，新的黑马竟是“门外汉”？》的不实文章及转录视频通过捏造不实数据等手段，误导公众对格力产品和销量的认知。公司已向国家有关部门举报，并将采取法律手段坚决捍卫公司合法权益。</div> <div>空调无疑是格力电器最重要的业务，格力电器2023年营收2050.18亿元，同比增长7.82%；归母净利润290.17亿元，同比增长18.41%。其中，空调业务营收1512.17亿元，产品毛利率37.04%，毛利率在行业中最高。</div> <div>与此同时，美的集团空调业务自从前几年超过格力电器后，一直保持领先，2023年空调业务营收比格力电器多近100亿元，达1611.11亿元。从营收规模来看，美的空调与格力空调营收规模位居行业前二。</div> <div>光大证券分析师洪吉然认为，格力电器2023年收入增速略微偏低，可能是原材料集采销售收入同比收缩，空调出货节奏相对谨慎。空调收入接近历史顶峰，毛利率提升有空调产品提价，原材料价格下行，其他低毛利业务收入占比下降等因素。</div> <div>2023年包含电视、空调、冰箱等品类的小米IoT与生活消费产品业务收入为801亿元，海尔智家空调营收456.60亿元，海信家电暖通空调营收386.52亿元，长虹美菱空调业务实现收入115.66亿元，包含空调、洗衣机业务的TCL白电收入同比增长26.3%至104.09亿港元。</div> <div>中怡康分析师表示，未来空调价格战激烈程度升级，空调卖点可视化、集成化、个性化仍为消费者追求点，渠道表现分化、电商平台布局开始转变，软件竞争将成为弯道超车机会点之一，消费者多场景搭配需求将带来外观、材质方面的行业变革。对品牌和厂商而言，面对变局唯有主动求变，方可在市场竞争中赢得增长机会。</div> <div>“2023年头部品牌聚焦稳定盈利和结构升级策略，不论是在渠道还是在价格上均给其他品牌留出了市场空间。从结果来看，线上市场腰部品牌实现了份额的增长，头部品牌集中度有所下滑。在高端市场，马太效应越发明显，市场集中度持续提升。”裴东敏认为。</div></div> </div> <div class="xw_line"> </div> <div class="mess_footnote"> <ul> <li></li> <li></li> </ul> </div> <div class="fenxiang"> <!-- JiaThis Button BEGIN --> <div class="jiathis_style_32x32"> <a class="jiathis_button_weixin"></a> <a class="jiathis_button_tsina"></a> <a class="jiathis_button_cqq"></a> <a class="jiathis_button_qzone"></a> <a href="http://www.jiathis.com/share" class="jiathis jiathis_txt jiathis_separator jtico jtico_jiathis" target="_blank"></a> <a class="jiathis_counter_style"></a> </div> <script type="text/javascript" > var jiathis_config={ 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