2020年4月13日，全球知名的新经济产业第三方数据挖掘和分析机构iiMedia Research(艾媒咨询) 发布《2020年H1中国家电细分行业发展现状及典型企业案例分析报告》。报告根据艾媒数据中心、艾媒咨询商业情报数据库、艾媒商情舆情数据监测系统基础数据，对2020年中国家电行业以及客厅、厨房、卫浴和个人用品等细分领域进行分析。此外，报告探讨产业上下游的运营模式，结合对美的、格力、华帝、苏泊尔、格兰仕和志高等典型企业的案例分析，对家电行业总体运行情况进行分析，并结合新冠疫情对2020-2021年中国家电产业发展进行趋势预判。2019年中国经济总量不断扩大，并且居民的消费支出中居住消费占比较高，这都为家电行业发展奠定了基础，并且推动家电向智能化、专业化发展，预计到2020年，中国智能家居市场规模将接近1820亿元。
In 2019, the cumulative main business income of China's household appliances increased by 4.3% year-on-year to 1.6 trillion yuan, and the cumulative total profit increased by 11.9% to 133.86 billion yuan from the previous year. From the perspective of sales channels, home appliances began to shift to online sales channels; from the perspective of sales categories, the share of smart home appliances in various sub-sectors has gradually increased; from the perspective of sales models, especially during the epidemic period, home appliance companies have increased the promotion of live broadcast e-commerce Marketing model.
From the data of the first quarter of 2020, the domestic market scale of China's home appliance industry was 117.2 billion yuan, a year-on-year decrease of 36.1%. At the same time, the cumulative export scale of home appliances in the first quarter was 73.6 billion yuan, a year-on-year decrease of 12.7%. iiMedia Research believe that with the gradual weakening of the impact of the epidemic on China and the seasonal increase in demand for air-conditioning, refrigerators and other refrigeration equipment in summer, especially the gradual maturity of home appliance live broadcast e-commerce and other forms, it is expected that the appliance industry Of domestic sales will gradually pick up, but the export situation is still not optimistic.
在传统小家电行业亟需转型以及消费者对智能化产品需求日益增长的双重推动下，小家电行业正朝着智能化方向发展。近年来，智能小家电市场增长势头强劲，2020年智能音箱、智能马桶、扫地机器人细分市场的产品销量有望分别达到5910万、821万以及882万台。虽然智能小家电行业在快速成长，但市场中往往存在重噱头轻品质的现象。iiMedia Research(艾媒咨询)数据显示， 42.9%的受访用户表示产品质量是他们最关心的因素，而57.1%的用户在购买时主要担忧产品功能未达预期。
Driven by the transformation of the traditional small home appliance industry and the growing consumer demand for smart products, the small home appliance industry is developing in the direction of intelligence. In recent years, the smart small home appliance market has grown strongly. In 2020, the sales volume of smart speaker, smart toilet, and sweeping robot market segments is expected to reach 59.1 million, 8.21 million and 8.82 million units, respectively. Although the smart small home appliance industry is growing rapidly, the situations that some manufacturers lie and exaggerate in their advertisements come up very often. As the data of iiMedia Research showed, 42.9% of the users surveyed said that product quality is the key factor that they care about most, while 57.1% of users mainly worry about the function of the product is not up to their expectations when purchasing.
With the improvement of the living standard, the public have higher requirements for interior decoration, especially for the quality of interior decoration. As the data of iiMedia Research showed, the scale of online interior decoration industry in China reached 344.19 billion yuan in 2018, and will exceed 433.82 billion yuan in 2019. Pacing with the relatively higher growing speed, the scale will exceeded 500 billion yuan in 2020. As the data of iiMedia Research showed, 46.0% of the interviewed users think that the most serious shortage of online interior decoration service platform is numerous invisible items existing. The business model of online interior decoration industry is relying too much on price advantage to obtain customers, and has become an obvious disadvantage. In the new situation, the quality is the more significant core of competition, and the industry will enter the era of quality decoration. iiMedia Research analyst believes that quality interior decoration has higher requirements for design ability, construction ability, service ability and support ability. Online interior decoration platform should enhance its competitiveness under the new requirements.
With the further expansion of China's smart home industry, the consumption demand and penetration rate of smart door locks in China are increasing, more than 70.0% of consumers are using or willing to buy smart door locks. A large amount of capital is pouring into China's smart door lock market. In 2018, there were many influential financing events in the field of smart door lock, among which more than four financing events amounted to more than 100.0 million yuan. At present, the number of China's smart door lock brands has exceeded 3500, the industry is developing rapidly. The data of iiMedia shows that most of the smart door lock consumers are young male adults in first-tier cities. And consumers are most concerned about the safety of products, the acceptable price range of them is below 3,000 yuan, while the smart door lock industry is facing the problems of high product safety risk and low penetration because of high price. In the future, the smart door lock industry will further expand by strengthening security, integrating smart home ecology, launching product mix and creating high cost-effective products.
obviously with a rapidly increasing saleroom. Jingdong Dingdong intelligent speakers ranked No.1 in the 2018 Chinese intelligent speakers iiMedia ranking, because of its excellent tone quality and updated technology. In the future, intelligent speakers will be much cheaper with standardized technology, building a better intelligent home, so that the popularizing rate of intelligent speakers will be higher and the market will be larger. The advantages of intelligent speakers industry may attract more entrepreneurs to join, but it means more competes and price wars in the industry.
随着齐家网上市及互联网巨头企业布局，互联网家装行业发展形势向好。iiMedia Research（艾媒咨询）数据显示，2018年中国互联网家装市场规模达3441.9亿元。由于家装属低频消费服务，消费者对其了解程度低。iiMedia Research（艾媒咨询）数据显示，63.2%的互联网家装潜在用户仅简单了解家装知识。互联网家装平台应降低潜在用户的认知成本，解决用户该部分痛点。
With the listing of Qijia and the Internet giant enterprises laying out on the market, the development situation of China online interior decoration industry is better. As the data of iiMedia Research showed, the scale of China online interior decoration market has reached 344.19 billion yuan. As interior decoration is a low-frequency consumer service, consumers have a low understanding of it. As the data of iiMedia Research showed, 63.2% of the potential online interior decoration users only know about home furnishing simply. Online interior decoration platforms should reduce the cognitive cost of potential users and to solve the paint points of the users.