厨电市场剑指千亿，品牌升级引爆“厨房经济”

【编者按】厨电经济的连年增长给行业释放出兴奋的讯号，现阶段市场态势看来，今年厨电行业有希望冲破千亿大关，未来增长空间十分广阔。面对技术创新和消费升级带来的良好优势，企业们应该积极拥抱转型，实现弯道超车。

keyimingxiandeganjuedao，jinliangnianyinfangdichanshoukongyingxiang，jiadianshichangzhengtizoushidimi、zengsufanghuan，danchudianxingyequenishierxing，yu2017nianshichangguimoshoucijianzhi1000yi，zheiyibeijingxia，jiadianchanyedefazhanzhongxinkaishicongketingjingjixiangchufangjingjizhuanyi。erqie，chudianshichangdejishuyuxiaofeishengjisaidaoyipushewanbi，qiyemenjiujingnengfouzhuazhuwandaochaochedeqiji？

juaoweiyunwang(avc)tuizongshujuxianshi，2017niangeleichufangdajiadianguimogongda794yiyuan，tongbishangsheng14.3%。cong2012nian-2017nian，zhongguochudianshichanglingshouepingjunmeinianzengzhang13.5%，jinniangengyouwangtupoqianyidaguan。lingcongzhonghuachudianwangshujukanlai，jiezhi2017nian12yue31ri，zhongguobaihujiatingchudianchanpinpujilvzhiyou44.5%，zongxiangfazhaneryan，weilai，chudianyedefazhanqianliyijiukeqi。

而横向对比来看，冲击千亿市场规模态势下，厨电市场又正具备着怎样的现实特征？

产品品类：多线并进，洗碗机成主战场

在厨房空间中，所有的电器产品都在加速进入普通家庭，市场多品类产品线齐头并进。中怡康数据显示，2017年我国厨电市场传统厨电品类继续保持稳健增长，其中吸油烟机、燃气灶、消毒柜零售额规模同比分别增长12.8%、11.5%和8.8%；新兴品类也显现增长活力，嵌入式厨电市场规模达到65.7亿元，同比增长38.1%，洗碗机市场规模达到43.3亿元，同比高增119%。

tebieqiangdiao，yixiwanjiweidaibiaodexinxingchudianzhengzaixunsuruhu，jinsannianlai，zhongguoxiwanjishichanggengchengxianpaposhizengzhang。youshujuxianshi，xiwanjidebaihuyongyouliangcong2016niande0.285taizengzhangdao2017niande0.525tai，xiangjiaobingxiang、caidiantongniangaoda0.8tai/hudepujilv，xiwanjishichangdeshentoukongjianjuda，chengweichudianqiyeqiangzhanfenedezhuzhanchang。

yifangmian，zhongguojuminshenghuoshuipingbuduantisheng，pinzhihuaxuqiuchixuzengzhang，chufangdianqileitishengrenmenshenghuopinzhihexiaolvdexinxingchanpinzengsuyuangaoyuchuantongchudiandezengzhang；lingyifangmian，85/90houdengxinxingxiaofeiquntidejueqi，gengkanzhongxinxingchudiansuodailaideqiansuoweiyoudeyouzhitiyan，zheijiudaozhilechouyouyanji、xiaodujuheranqishedengchuantongchudianchanpinzengsufanghuan，xiwanjizuoweijiefangshuangshoudechanpin，yuelaiyueshounianqingrendezhuipeng。guoquyinian，zhishaoyou70%dechudianqiyejinruxiwanjishichang，yifabuxinpin、tuixinzhanlvedefangshiduiqizhankaishendubuju。

尽管国内的洗碗机市场保持了快速增长模式，但也要看到，目前我国洗碗机产业仍存有不少发展问题。liru，yuguowaichufanghuanjingxiangbi，zhongguochufangkongjianxiao、youwuzhong，qiecanjuxingzhuangduoyang，renkouduoshaobuyidengfuyouzhongguotesedechufangqingkuang，qiyexiwanjidetongyibiaozhunhuanandujiada，daguimodingzhiyounanyishixian，xianshimaoduntuchu。erqiexiwanjishichangshoujiapiangao，lingxiaofeizhewangerquebu，yeshigaipinleikechixufazhanzhitong。

市场竞争：洗牌加速，集中度持续提升

基于无限广阔的市场潜力，越来越多的企业开始加入到厨电市场竞争当中，除老板、方太、帅康等专业性品牌掀起“卡位战”之外，综合性家电巨头美的、海尔等也在摩拳擦掌，对厨电市场发起攻势，就连专注热水器的万和也在去年6月，提出了以“热水系统”和“厨房电器”为驱动的双子星战略，大举进发厨电领域。当前的中国厨电市场，已经形成了“专综并存”的竞争局面。

erqie，gengduowanjiarujuyihou，chudianshichangdejingzhengxunsushengwen，jiliechengdukexiangerzhi。jiezhimuqian，chudianshichangzaishoupinpaijiejin600jia，dandabufenshichangquebeijijiapojushilidepinpaisuozhanju，“qiangzhegengqiang”deximazhengzaichudianshichangshangyan。

youshujuxianshi，chouyouyanjixianshangxianxiapinpaiyiyou2015niande262ge、200gebianwei2016niande220ge、174ge；ranqizaoxianshangxianxiapinpaiyou2015niande311ge、215geruijianzhi2016niande269ge、195ge；xiaodujuxianshang、xianxiapinpaiyou2015niande151ge、118gejianshaodao2016niande143ge、123ge，xingyexipaizhengzaijiaju。

对此，前瞻产业研究院认为，我国厨房电器行业长期向好，短期内有可能维持洗牌趋势；lingyeyouzhuanjiatixing，weilaichudianyexipaishibijiasu，zhimingdugao、pinzhiyoubaozhangdepinpaijianghuodegengdashichangfene，lingsanxingxiaoqiyedecunliangjiangbeipinpaiqiyeyidianyidiantunshi。

zheiyiweizhe，chudianqiyeyaobaochigaosuzengzhang，bixuwenzhawenda，jujiaojishuchanpinchuangxinshengji，cainengzaijiliedejingzhengzhongtuoyingerchu，zheiwuyishibaizainengliyouxiandexiaoqiyemianqiandeyidaobijingnanti。jinguanruci，jiliedezhengduozhan，gengdachengdushanghainenggoucijiguoneichudianshichangdejinyibukuoda，youqishiguangkuodenongcunshichang，haijiangchengweiweilaiqiyeqiangzhanshichangfenedeguanjiansuozai。

品牌发展：形势剧变，聚焦高端升级

lejiechudianshichangderendouhuifaxian，yuyiwangxiangbi，chudianshichangchuxianleyixiexindebianhua，yifangmianwulianwang、zhinenghuajishudeguangfanyingyong，weichudianchanpindegongneng、gexinghua、zhinenghuatiyantichulegenggaoyaoqiu；lingyifangmian，xiaofeishengjilangchaoshenru，shidexiaofeizheyoudanchunzhuiqiuchanpindeshiyongxingzhuanbianweizhuiqiugaojishu、gaozhiliangdexinchanpin，xingyexingshizhengzaifashengjubian。

面对技术与消费升级的驱动，如何保持稳定增长，成为厨电企业当前必须思考的问题，不少厨电巨头正通过品牌高端升级，来抢占新赛道。3yuedi，meidechudianfabu“chuyupinpaibaipishu”，chuandiquanxinmeishiwenhuahepengrenlinian；awe2018qijian，wanhetuidongchuangxinchudianchanpinzoujinzhongguojiating，dazaozhuanweixinshengdaixiaofeizheershe“zhongguochufang”；1yuedi，shuaikangduiwaifabuquanxinlogohequanxindepinpaixingxiang，yiyutongguopinpaihuanxinshengji，buduanxunqiutupohegaibian……

yanxia，gaoduanchudianyuelaiyuebeixiaofeizhesuojieshou，dapinpai、waiguanxingnengjujiadechanpinjianghuichengweixiaofeizhexuanzehuandaishengjideshouxuan，dabufenchudianchanpinxianggaojiaweichanpintuiyi，gaoduanhuakaishixianxian。jiadianguancharenshihongshibinyebiaoshi，muqianchuantongjiadianqiyehezhenggezhongguozhizaoyedoumianlinzheconglanhaizhuanxianghonghai，xunqiugaoduantupodejumian。ergaoduanzuidadetedianjiushichuangxin，yinweigaoduanjiuyiweizhegaopinzhidechanpinhefuwuyijiyoupinweideshenghuofangshi，ruguomeiyouchuangxin，jiubukenengyouzheixie，yebukenengdazaochenggaoduanpinpai。

在厨电领域，领先企业们一直在将创新作为品牌高端升级的助推器，yishuaikangweili，zaihexinkejiyanfahechanpinchuangxinfangmian，2017nianshuaikangkaifaxinchanpinjixiangmu110xiang，shenbaozhuanli25xiang，shouquanzhuanli16xiang，qizhongshouquanfamingzhuanli5xiang；zaigaopinzhichanpinshang，shuaikangzuoyongfenglifangyouyanji、fenglifangranqizao、wolunzengyaranqizao、jichengzaodengjingpin。qizhong，shuaikangfenglifangyouyanjiyongyouduoxianghexinzhuanlijishu，zaiyuanyouchuantongyouyanjidingxishidejiegoujichushangzengjiazhinengxiachenshixiyanqiang，gengtiejinyanyuan，xiyangengkuai，tongshichuanlianshuangyizengyayepianhejinfengtuanliudengjishu，shiyanjiyongyou“donglixitong”，youyanjixilikeda27m³/min，fengyada490pa，zaoyingengdi，bingqiehaiyouzishiyinghuanqi、yanzaoliandong、zhinengyanshi、5sbaoyangdeng。

keyikandao，chudianshichangyicongguoqujiandandexingjiabi，chaozhepinpai、pinzhi、chanpindengyaosufangxiangfazhan，qiyebixutongguobawoxiaofeishengjiqushi，tuichugaoduanhua、gaofujiazhichanpinhechuangxinxingdegaojianjishu，jujiaopinpaigaoduanshengji，cainengchediyinbaochufangjingji，zheiyeshixianyouqiyezhengzaiquanlitansuodeshi。

未来几年，厨电市场还仍将保持高速增长，奥维云网（AVC）预测，2018年厨电行业规模有望突破1000亿元。zaichengshishuipingkuaisuzengzhangdedaqushixia，chudianxingyedeweilaizengzhangkongjianshifenguangkuo，nayiqiyeyoujiang“xiaoaojianghu”，lingrenwubiqidai。

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