美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

价格战的最终结果可能会导致所有企业身陷“价格牢笼”,这对企业自身的创新和行业生态都将大打折扣,与智能制造的方向背道而驰。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

没有悬念,今年大家电的整体销售、销售额排行已经敲定。

2019年美的、海尔、格力控制了空调行业超过80%的市场份额,由三大品牌塑造的行业格局不管是从形式上还是实际意义上已经确立。而黑电领域,海信、TCL、创维,也正在上演这相似的一幕,强者之间的较量最终拼的是耐力。所以,要想预知未来的加冕者,唯一的评判标准就是看谁能继续坚定的奏响“创新”这个主旋律。

蓝科技通过整理苏宁悟空榜前12月的大家电整体销售量/额数据排行得知,大家电品类越发向头部品牌集中,黑马出现的概率已经微乎其微。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

2019年1-12月大家电销售额\销售量排行榜

作为国内第一的家电零售巨头,苏宁悟空榜的数据是真实反应消费者品牌偏好的参照表。透过表中的排行也我们也可以一探今年大家电表现以及未来的趋势。

家用空调美的格力海尔三足鼎力

目前在家用空调市场,美的格力与海尔无论是销售额还是销量,都保持行业前三,这说明在家用空调市场,本土品牌已经成为消费者首选,外资品牌进入前三几无可能。

根据苏宁悟空榜(线上线下全渠道)2019年1-12月数据显示,家用空调销售额排名前十位的分别是:美的、格力、海尔、奥克斯、惠而浦、海信、长虹、科龙、TCL、新科;在销量方面,美的、格力、海尔、惠而浦、奥克斯、海信、新科、长虹、科龙、TCL分列前十位。

值得注意的是,惠而浦作为外资品牌,得益于最近两年品牌认知力度不断加大、消费认知不断加强,对销售终端的影响则是销量持续攀升,在苏宁全渠道的销量位居第四,销售额位居第五。对惠而浦来说,这份成绩单颇为亮眼。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

彩电五虎争霸 低价小米增速迅猛

彩电市场竞争颇为激烈,价格波动异常频繁。可以说在家电行业中,彩电的价格变化是最频繁的。值得注意的是,小米做为互联网品牌,完全依靠代工和低价杀入彩电领域,对彩电行业带来了一定的影响。

某种角度上,小米就是彩电行业的“搅局者”,如果不用低价杀出一条血路,小米电视是没有机会的。

根据苏宁悟空榜(线上线下全渠道)2019年1-12月数据显示,在销售额方面,海信、创维、TCL、索尼、长虹、小米、三星、康佳、PPTV、夏普分列前十位;在销量方面,创维、海信、小米、TCL、长虹、夏普、PPTV、康佳、海尔、酷开分列前十。

海信、创维和TCL在国内市场拥有一定的品牌、技术和用户优势,因此直接反应在销售终端方面,这三个品牌优势明显。尤其是海信激光电视2019年表现远超过行业同比增长,再加上海信连续多年国内市场销售第一,全球销量进入前五,因此,这对海信整体品牌销量具有一定的推动作用。

TCL2018年在全球彩电销量中位居第二,2019年仍有望延续这一势头。海信和TCL无论是国内市场还是全球化进程,都优于创维。如果仅看国内市场,创维还有一些销量的优势。但如果站在全球角度看,海信和TCL已经把创维落在身后。

从市场表现来看,消费者对海信、TCL、创维、长虹、康佳这五个品牌由于多年打下的基础,他们在市场上仍然有很强的品牌印记。虽然索尼销量未进入前十,但销售额位居第四,可以看出索尼并不是靠低价带动销量,而是走高端化、利益最大化的路线,这是中国企业值得学习的。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

冰洗行业海尔美的大赢家 强势地位难以撼动

在冰箱榜单中,苏宁悟空榜显示,海尔、美的、容声、美菱、西门子、卡萨帝、扎努西·伊莱克斯、海信、松下、三星销售额分列前十;在销量方面,海尔、美的、容声、美菱、扎努西·伊莱克斯、西门子、康佳、上菱、海信、创维分列前十。

2019年苏宁悟空榜洗衣机行业(全渠道)全年数据显示,在洗衣机销售额方面,海尔、小天鹅、美的、西门子、松下、卡萨帝、惠而浦、博世、三洋、海信分列前十位;在销量方面,海尔、美的、小天鹅、西门子、扎努西·伊莱克斯、松下、海信、三洋、创维、伊莱克斯分列前十位。

不难看出,海尔与美的在冰洗行业优势非常明显,牢牢占据榜单前两位。这一方面说明海尔与美的两个品牌知名度、信任度不断提升,成为消费者首选品牌。另一方面,也说明海尔与美的在技术创新方面走在了行业前列。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

中国家电品牌格局大势已定 但价格战或将是常态

解读苏宁悟空榜,可以发现中国家电市场的共性问题。

首先,家电座次排名已定,企业品牌头部集中。从这份苏宁悟空榜单中基本可以看到全年的走势,蓝科技分析,在这几大品类中前五名就会在上面这个表格中呈现,并且大概率还会是这份表格中的前五名。同时,前十名的变化也不会太大。

因为从这份表格中我们能够发现,以上这些品牌都是我们耳熟能详的品牌。不论是从知名度、品牌价值以及售后服务和质量保证上,上述这些品牌都拥有足够的底气,屹立于在年度销售量/额的榜单之上。

其次,头部竞争激烈,但价格战仍是绕不过去的“难关”。头部企业竞相发力竞争,小型企业自然是“陪衬品”,而这个比喻也适用于所有的行业,特别是在家电行业这个现象尤为强烈。

虽然在榜单中,看到所有我们熟知的企业都位列其中,但是在这意料之中的排名下,却也发生着情理之外的“战争”,价格战仍然是家电企业们绕不过去的一道“难关”。尤其是空调和彩电行业,正在用持续不断的低价来影响消费者,从而为自己品牌的市场份额争得更多的“席位”。

而相较于电视行业的习惯性“价格厮杀”,今年最大的意外是空调行业也进入价格战的“泥潭”。11月9日,格力突然宣布将在双十一当天进行大降价,不论是线上还是线下都同时打折,总计让利30亿!

11月26日,格力电器官方微信号上发文称,由于双11时间太短,众多消费者未能买到想要的产品,因此格力将起发起“再掀11.11 百亿大让利”。

而如此的让利也的确让消费者疯狂,在这个临近年关的档口,空调行业的这一场价格战也势必会对年度榜单的冲击造成影响,但说有黑马出现,这也不太现实。毕竟以海尔、格力、美的空调三巨头的实力来说,还没有能够跟其掰手腕的企业出现,就算是近些年名声大振的奥克斯也只能是进行稍微的抵抗而已。

不过价格战毕竟是一个没有办法的办法,如果长期进行,必定让消费者对于企业品牌产生低廉化的印象,并不利于企业整体的发展,也只有发力科研,创造出最好的产品,才能得到消费者的认可。

其三,科技创新、平台化发展将成为2020年的主要方向。其实,深陷价格战的家电企业们也深知这并不是一条长久发展的道路。因此,科技创新、平台化的发展将成为家电企业未来的主要方向。

随着5G和AIoT时代的来临,包括海尔、海信、美的、TCL等诸多头部品牌,正在从行业巨头向平台化布局与转型,建立起以自我品牌为主的全产业链的闭环运行模式,进一步推高整体行业的准入门槛,也进一步加快了整个行业向品牌化、巨头化集中,防止自己深陷价格战泥潭无法抽身。

同时随着消费者生活水平的提高,品质化、高端化等产品得到了消费者的青睐。在这种背景之下,企业规模的大小,是否能研发出更多的科技产品,品牌的影响力和号召力成为了竞争的关键。

就榜单整体而言,可以发现从品牌集中度来看,整体市场并没有被“恐慌”包围,各家企业依旧按照自己的企业路线在一步步的向前发展。

而在2019年最令蓝科技感到意外的就是价格战越发的猛烈,空调行业的“猝不及防”、彩电价格的狂野及持久。

价格战的最终结果可能会导致所有企业身陷“价格牢笼”,这对企业自身的创新和行业生态都将大打折扣,与智能制造的方向背道而驰。

企业晋升之道的注意力不应该聚焦于价格,企图通过价格手段来提升所处行业的地位只会让本身的核心竞争力越来越涣散。所以2020年,家电企业最大的变化是将彻底从规模取胜、价格取胜的轨道转向由技术创新和物联网、智慧家庭等各种新要素协同联动下催化出的AIoT生态圈。

(图片来源:苏宁易购

本文原创于蓝科技,本站原创文章所有权归蓝科技所有,转载务必注明作者和出处,侵权必究。

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美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

没有悬念,今年大家电的整体销售、销售额排行已经敲定。

2019年美的、海尔、格力控制了空调行业超过80%的市场份额,由三大品牌塑造的行业格局不管是从形式上还是实际意义上已经确立。而黑电领域,海信、TCL、创维,也正在上演这相似的一幕,强者之间的较量最终拼的是耐力。所以,要想预知未来的加冕者,唯一的评判标准就是看谁能继续坚定的奏响“创新”这个主旋律。

蓝科技通过整理苏宁悟空榜前12月的大家电整体销售量/额数据排行得知,大家电品类越发向头部品牌集中,黑马出现的概率已经微乎其微。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

2019年1-12月大家电销售额\销售量排行榜

作为国内第一的家电零售巨头,苏宁悟空榜的数据是真实反应消费者品牌偏好的参照表。透过表中的排行也我们也可以一探今年大家电表现以及未来的趋势。

家用空调美的格力海尔三足鼎力

目前在家用空调市场,美的格力与海尔无论是销售额还是销量,都保持行业前三,这说明在家用空调市场,本土品牌已经成为消费者首选,外资品牌进入前三几无可能。

根据苏宁悟空榜(线上线下全渠道)2019年1-12月数据显示,家用空调销售额排名前十位的分别是:美的、格力、海尔、奥克斯、惠而浦、海信、长虹、科龙、TCL、新科;在销量方面,美的、格力、海尔、惠而浦、奥克斯、海信、新科、长虹、科龙、TCL分列前十位。

值得注意的是,惠而浦作为外资品牌,得益于最近两年品牌认知力度不断加大、消费认知不断加强,对销售终端的影响则是销量持续攀升,在苏宁全渠道的销量位居第四,销售额位居第五。对惠而浦来说,这份成绩单颇为亮眼。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

彩电五虎争霸 低价小米增速迅猛

彩电市场竞争颇为激烈,价格波动异常频繁。可以说在家电行业中,彩电的价格变化是最频繁的。值得注意的是,小米做为互联网品牌,完全依靠代工和低价杀入彩电领域,对彩电行业带来了一定的影响。

某种角度上,小米就是彩电行业的“搅局者”,如果不用低价杀出一条血路,小米电视是没有机会的。

根据苏宁悟空榜(线上线下全渠道)2019年1-12月数据显示,在销售额方面,海信、创维、TCL、索尼、长虹、小米、三星、康佳、PPTV、夏普分列前十位;在销量方面,创维、海信、小米、TCL、长虹、夏普、PPTV、康佳、海尔、酷开分列前十。

海信、创维和TCL在国内市场拥有一定的品牌、技术和用户优势,因此直接反应在销售终端方面,这三个品牌优势明显。尤其是海信激光电视2019年表现远超过行业同比增长,再加上海信连续多年国内市场销售第一,全球销量进入前五,因此,这对海信整体品牌销量具有一定的推动作用。

TCL2018年在全球彩电销量中位居第二,2019年仍有望延续这一势头。海信和TCL无论是国内市场还是全球化进程,都优于创维。如果仅看国内市场,创维还有一些销量的优势。但如果站在全球角度看,海信和TCL已经把创维落在身后。

从市场表现来看,消费者对海信、TCL、创维、长虹、康佳这五个品牌由于多年打下的基础,他们在市场上仍然有很强的品牌印记。虽然索尼销量未进入前十,但销售额位居第四,可以看出索尼并不是靠低价带动销量,而是走高端化、利益最大化的路线,这是中国企业值得学习的。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

冰洗行业海尔美的大赢家 强势地位难以撼动

在冰箱榜单中,苏宁悟空榜显示,海尔、美的、容声、美菱、西门子、卡萨帝、扎努西·伊莱克斯、海信、松下、三星销售额分列前十;在销量方面,海尔、美的、容声、美菱、扎努西·伊莱克斯、西门子、康佳、上菱、海信、创维分列前十。

2019年苏宁悟空榜洗衣机行业(全渠道)全年数据显示,在洗衣机销售额方面,海尔、小天鹅、美的、西门子、松下、卡萨帝、惠而浦、博世、三洋、海信分列前十位;在销量方面,海尔、美的、小天鹅、西门子、扎努西·伊莱克斯、松下、海信、三洋、创维、伊莱克斯分列前十位。

不难看出,海尔与美的在冰洗行业优势非常明显,牢牢占据榜单前两位。这一方面说明海尔与美的两个品牌知名度、信任度不断提升,成为消费者首选品牌。另一方面,也说明海尔与美的在技术创新方面走在了行业前列。

美的海尔格力空调三分天下 苏宁悟空榜揭秘2019年谁是王中王!

中国家电品牌格局大势已定 但价格战或将是常态

解读苏宁悟空榜,可以发现中国家电市场的共性问题。

首先,家电座次排名已定,企业品牌头部集中。从这份苏宁悟空榜单中基本可以看到全年的走势,蓝科技分析,在这几大品类中前五名就会在上面这个表格中呈现,并且大概率还会是这份表格中的前五名。同时,前十名的变化也不会太大。

因为从这份表格中我们能够发现,以上这些品牌都是我们耳熟能详的品牌。不论是从知名度、品牌价值以及售后服务和质量保证上,上述这些品牌都拥有足够的底气,屹立于在年度销售量/额的榜单之上。

其次,头部竞争激烈,但价格战仍是绕不过去的“难关”。头部企业竞相发力竞争,小型企业自然是“陪衬品”,而这个比喻也适用于所有的行业,特别是在家电行业这个现象尤为强烈。

虽然在榜单中,看到所有我们熟知的企业都位列其中,但是在这意料之中的排名下,却也发生着情理之外的“战争”,价格战仍然是家电企业们绕不过去的一道“难关”。尤其是空调和彩电行业,正在用持续不断的低价来影响消费者,从而为自己品牌的市场份额争得更多的“席位”。

而相较于电视行业的习惯性“价格厮杀”,今年最大的意外是空调行业也进入价格战的“泥潭”。11月9日,格力突然宣布将在双十一当天进行大降价,不论是线上还是线下都同时打折,总计让利30亿!

11月26日,格力电器官方微信号上发文称,由于双11时间太短,众多消费者未能买到想要的产品,因此格力将起发起“再掀11.11 百亿大让利”。

而如此的让利也的确让消费者疯狂,在这个临近年关的档口,空调行业的这一场价格战也势必会对年度榜单的冲击造成影响,但说有黑马出现,这也不太现实。毕竟以海尔、格力、美的空调三巨头的实力来说,还没有能够跟其掰手腕的企业出现,就算是近些年名声大振的奥克斯也只能是进行稍微的抵抗而已。

不过价格战毕竟是一个没有办法的办法,如果长期进行,必定让消费者对于企业品牌产生低廉化的印象,并不利于企业整体的发展,也只有发力科研,创造出最好的产品,才能得到消费者的认可。

其三,科技创新、平台化发展将成为2020年的主要方向。其实,深陷价格战的家电企业们也深知这并不是一条长久发展的道路。因此,科技创新、平台化的发展将成为家电企业未来的主要方向。

随着5G和AIoT时代的来临,包括海尔、海信、美的、TCL等诸多头部品牌,正在从行业巨头向平台化布局与转型,建立起以自我品牌为主的全产业链的闭环运行模式,进一步推高整体行业的准入门槛,也进一步加快了整个行业向品牌化、巨头化集中,防止自己深陷价格战泥潭无法抽身。

同时随着消费者生活水平的提高,品质化、高端化等产品得到了消费者的青睐。在这种背景之下,企业规模的大小,是否能研发出更多的科技产品,品牌的影响力和号召力成为了竞争的关键。

就榜单整体而言,可以发现从品牌集中度来看,整体市场并没有被“恐慌”包围,各家企业依旧按照自己的企业路线在一步步的向前发展。

而在2019年最令蓝科技感到意外的就是价格战越发的猛烈,空调行业的“猝不及防”、彩电价格的狂野及持久。

价格战的最终结果可能会导致所有企业身陷“价格牢笼”,这对企业自身的创新和行业生态都将大打折扣,与智能制造的方向背道而驰。

企业晋升之道的注意力不应该聚焦于价格,企图通过价格手段来提升所处行业的地位只会让本身的核心竞争力越来越涣散。所以2020年,家电企业最大的变化是将彻底从规模取胜、价格取胜的轨道转向由技术创新和物联网、智慧家庭等各种新要素协同联动下催化出的AIoT生态圈。

(图片来源:苏宁易购

本文原创于蓝科技,本站原创文章所有权归蓝科技所有,转载务必注明作者和出处,侵权必究。

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