Event: in February 2022, ovicloud and Alibaba online e-commerce data disclosed that we focused on the sales of cleaning appliances, integrated stoves, small kitchen appliances and personal care appliances. From the sales situation in February, the cleaning appliance industry still maintained the trend of volume reduction and price increase, and the boom of floor washing machine category continued; The volume and price of integrated stove industry have risen simultaneously, and the head brand has increased strongly; The online demand for kitchen & personal care small household appliances is relatively weak, but the decline in sales continues to narrow, and some brands perform poorly.
Clean electrical appliances: the trend of volume reduction and price increase continues, and the category of floor washing machines performs brilliantly. In February, the online retail sales of clean appliances were 1.14 billion yuan, a decrease of 13.0%, and the offline retail sales were 70 million yuan, a decrease of 12.0%, and the online retail sales decreased year-on-year. By category, in February, Siasun Robot&Automation Co.Ltd(300024) , floor washer and push rod accounted for the highest proportion, and the total online / offline retail sales proportion of the three reached 83.1% / 93.7% Siasun Robot&Automation Co.Ltd(300024) category online / offline retail sales of 430 million yuan / 13.717 million yuan, with a year-on-year increase of – 18.8% / – 25.7% respectively. The industry concentration is high, with online / offline CR10 of 95.1% / 99.7%, Ecovacs Robotics Co.Ltd(603486) occupies an absolute advantage, and online / offline sales account for 43.6% / 82.5%.
The online / offline retail sales of floor washing machine category was 280 million yuan / 25.689 million yuan, with a year-on-year increase of + 93.3% / + 141.9% respectively. It still maintained a high growth trend, and Tianke was the only one in terms of market share, with online / offline sales accounting for 54.5% / 49.5%. The online / offline retail sales of push rod categories were 240 million yuan / 27.388 million yuan, with a year-on-year increase of – 42.6% / – 31.2% respectively. Among them, Dyson products were sold well, accounting for 44.6% / 74.3% of the online / offline retail sales respectively, ranking among the top eight / seven in the online / offline hot sales list.
Integrated stoves: the sales volume and price of the industry have risen simultaneously, and the growth of head brands is strong. In February, the online retail volume of integrated stove industry was 210 million yuan, an increase of 175.4%, the retail volume was 26000 units, an increase of 92.4%, and the average product price was 9086.8 yuan, an increase of 43.1%; The offline retail volume was 8.256 million yuan, an increase of 114.6%, the retail volume was 807 units, an increase of 91.6%, the average product price was 102306 yuan, an increase of 13.1%, and the average product price maintained an upward trend. In terms of categories, the share of smoke stove consumer and smoke stove steaming and baking integrated machine is the highest, of which the online / offline retail sales of smoke stove consumer are 50 million yuan / 3.115 million yuan, with a year-on-year increase of + 84.1% / + 107.1% respectively. Among them, the online / offline retail sales of smoke stove steaming and baking integrated machine still maintain a high growth trend, with an online / offline retail sales of 100 million yuan / 3.55 million yuan, with a year-on-year increase of + 362.7% / + 334.9% respectively, and the online / offline retail sales account for 45.8% / 38.2%. In terms of competition pattern, retail sales CR10 accounted for 77.7%, with an increase of 8.4pcts, and the brand concentration increased. The Marssenger Kitchenware Co.Ltd(300894) share ranked first, accounting for 23.5%; The offline pattern is relatively stable, with CR10 accounting for 85.7%.
Small kitchen appliances: online sales have declined slightly, and the position of leading brands is stable. In February, the online retail volume of Alibaba channel kitchen small household appliances industry was 2.34 billion yuan, a decrease of 15.2%, the sales volume was 13.564 million pieces, a decrease of 8.0%, the average price was 172.5 yuan, a decrease of 22.0%, and the year-on-year decline in online sales narrowed. In terms of molecular industries, the sales of water purifiers in February were 230 million yuan, a decrease of 6.0%, ranking first in the industry. The sales of electric rice cookers and air fryers were 180 million yuan and 160 million yuan respectively, ranking second and third in the industry. By brand, Zhejiang Supor Co.Ltd(002032) , Midea and Jiuyang maintained the top three market shares in the industry, with total sales accounting for 32.8%, an increase of 7.0 PCTs, and a stable leading position in the industry. Among them, the sales volume of Zhejiang Supor Co.Ltd(002032) was 300 million yuan, with a decrease of 8.5%, the sales volume was 1.577 million pieces, with an increase of 17.9%, and the average price was 109.5 yuan, with a decrease of 22.4%; Midea’s sales volume was 300 million yuan, a decrease of 23.6%, the sales volume was 1.564 million pieces, an increase of 6.5%, and the average price was 189.2 yuan, a decrease of 28.3%. Increase in volume and decrease in price of the whole industry; The sales volume of Jiuyang was 170 million yuan, a decrease of 45.7%, the sales volume was 971000 pieces, a decrease of 12.5%, and the average price was 176.5 yuan, a decrease of 37.9%.
Personal care small household appliances: the decline continued to narrow, and the concentration increased slightly. In February, the sales volume of Alibaba channel personal care small household appliances industry was 1.59 billion yuan, a decrease of 8.5%, the sales volume was 1.379 million pieces, an increase of 14.0%, the average price was 115.5 yuan, a decrease of 19.8%, and the overall volume increase and price decrease of the industry. In terms of sub brands, Philips has sprung up, ranking first with 10.5% of sales, followed by Philips and oaks, accounting for 9.4% and 5.0% respectively, and Cr5 is 33.0%. The industry concentration has increased (+ 6.4pcts) month on month. In terms of molecular industries, the sales of razors were 350 million yuan, an increase of 25.9% at the same time. The shares of Philips, Philips and Bolang ranked the top three in the industry, accounting for 74.6% of the market share. CR3 increased (+ 1.7pcts) month on month. The sales of hair dryers and massage equipment were 249 million yuan and 241 million yuan respectively, with a year-on-year increase of + 4.8% and – 13.2% respectively. From the perspective of hot selling products, the massage chair category has a strong performance, with four seats in the top ten. Feike products are hot, with three seats in the top ten of the hot selling list.
Risk tip: poor data representation, intensified industry competition and macroeconomic downturn.
