全球智能家电市场的发展及机遇 2024

ImpactandopportunityfortheglobalsmartappliancesmarketsNorbertHerzog15/03/2024ImpactandImpactand opportunitiesfor thesmartappliancesmarkets全球智能家电市场 Thebigpicture:(Smart)HomeAppliancesHowtocreateaconsumerpullAIoTfutureopportunitiesAIoT未来机遇Outlook©GfK3ImpactandopportunitiesforImpactandopportunitiesfor thesmartappliancesmarkets全球智能家电市场Thebigpicture:(Smart)HomeAppliancesHowtocreateaconsumerpullAIoTfutureopportunitiesAIoT未来机遇Outlook15/03/2024©GfK415/03/2024SalesvalueUSDgrowthrate+/-%3%HomeAppliancesmarketshowsearlysignsofpotentialgrowthin2024家电市场在2024年显示出潜在增长的早期迹象SalesvalueUSDgrowthrate+/-%3%8%3%-11%Jan23Dec23FirstmonthsofgrowthrecordedinNov’23(+8%)8%3%-11%Jan23Dec23$127$127billionGlobal(ex.NorthAmerica)|Small&MajorDomesticAppliancesr49%r-28%-15%Jan19Feb20Mar21Mar22Nov22Dec23PreCOVID-19PreCOVID-19CoreCOVID-19Restrictionfade-outNormalization15/03/2024Source:GfKMarketIntelligence|SalesTracking,InternationalCoverage(ex.NorthAmerica)©GfK5201620172018“Smart”20202021COVID-19pushJan'23Dec'23UpgradingMarketshasmartappli1%reofancesInitialproduct201620172018“Smart”20202021COVID-19pushJan'23Dec'23UpgradingMarketshasmartappli1%reofancesInitialproductlaunches4%8%Brandpush14%17%19%20%24%24%25%ResultingineveryfourthdollarspentonconnectedappliancesGlobal(ex.NorthAmerica)|HomeAppliances(MDA/SDA)|Share%andgrowthrate+/-%ofsmartappliances20142015“Connectivity”2019202220232023“Smart&AI”15/03/2024Source:GfKMarketIntelligence|SalesTracking,InternationalCoverage(ex.NorthAmerica)©GfK6Constantgrowthofsmartappliancessharesacrosstheglobe全球智能家电份额持续增长AsialeadstheinnovationcyclewithChinaontopSmartSmartappliances|Valueshare%2547%39%34%28%18%8%2020202120222023201914%18%12%10%11%9%6%6%LATAMMiddleEast&WesternEuropeEasternEuropeEmergingAsiaDevelopedAsiaChina Africa(incl.UA) 4+DoorFridge(Price$)$2,702$2,075$898SmartAppliancesaffordabilityismuchhigherinChinaduetolowprices15/03/2024Source:GfKConsumerLife2023|GfKMarketIntelligence|SalesTracking,Internationalcoverage(ex.NorthAmerica),SalesValueUSD,ValueGrowth%YoY|GlobalSmartAppliancesMarket©GfK7ptsfromptsfrom201515/03/2024Source:GfKConsumerLife2023,GlobalConsumers’askforsimplificationandconvenienceresonateswithsmartappliancepromises51%agree“Iamalwayslookingforwaystosimplifymylife”AlltimehighreachedintheCOVID-19year20208©GfK8ImpactandopportunitiesforImpactandopportunitiesfor thesmartappliancesmarkets全球智能家电市场Thebigpicture:(Smart)HomeAppliancesHowtocreateaconsumerpullAIoTfutureopportunitiesAIoT未来机遇Outlook15/03/2024©GfK1215/03/202489%VisualCamsDoorCommunication57%PersonalScalesWashingMachines32%32%26%13%8%8%5%4%©GfK13Relevantusecasesarekeytoachievemassmarketadoption89%VisualCamsDoorCommunication57%PersonalScalesWashingMachines32%32%26%13%8%8%5%4%©GfK13EU14countries|SalesUnits%|Jan-Dec2023IndustrypushConsumerpullThermostatControlMASSThermostatControlMARKET79%RobotVacuumTVMARKET79%Cleaners78%IntruderSecurity78%69%69%42%42%MovementDetector28%Dishwashers28%25%AirTreatmentMini25%AirTreatmentDecorativeLuminairesWatertimerEARLYADOPTERMARKETDentalCareLEDLamps15/03/2024Source:GfKMarketIntelligenceSalesTracking,PeriodJan-Dec2023SmartConnectisbasedonAppandVoicecontrolandonlyincludesdiagnosticsforMDAcategoriesCountries:EU14MASSMARKET26%13%25%DishwashersMiniBluetoothSpeakerAirTreatmentDecorativeLuminairesWatertimer8%8%EARLYADOPTERMARKET5%4%©GfK14ThermostatControlTV79%Airtreatment+6pp78%VisualCams69%Dishwashers+26ppWashingMachines32%MovementDetector+7pp89%SmartPortfolioIncrease(unit%)forsomecategorieswhichcrossedthechasmfrom2019to2023RobotVacuumCleanersIntruderSecurityDoorCommunication57%PersonalScales42%32%28%MovementDetectorRelevantusecasesareMASSMARKET26%13%25%DishwashersMiniBluetoothSpeakerAirTreatmentDecorativeLuminairesWatertimer8%8%EARLYADOPTERMARKET5%4%©GfK14ThermostatControlTV79%Airtreatment+6pp78%VisualCams69%Dishwashers+26ppWashingMachines32%MovementDetector+7pp89%SmartPortfolioIncrease(unit%)forsomecategorieswhichcrossedthechasmfrom2019to2023RobotVacuumCleanersIntruderSecurityDoorCommunication57%PersonalScales42%32%28%MovementDetectorEU14countries|SalesUnits%|Jan-Dec2023IndustrypushConsumerpullDentalCareLEDLamps15/03/2024Source:GfKMarketIntelligenceSalesTracking,PeriodJan-Dec2023SmartConnectisbasedonAppandVoicecontrolandonlyincludesdiagnosticsforMDAcategoriesCountries:EU14WhatcanyoualreadydowithyourSmartTV?SmartSmartHub:Transmittinginformationandmessagesfromotherconnecteddevices15/03/2024©GfK15.Smartwashingmachineisnotcreatingpullwhilekeydecisioncriteriaisenergyefficiency,butsmart.Smartwashingmachineisnotcreatingpullwhilekeydecisioncriteriaisenergyefficiency,butsmartcanbeadifferentiator9%SmartfunctionWashingmachineMostimportantproductfeaturesduringpurchase(~30.000interviews)|Q3202352%EnergyefficiencySource:gfknewronConsumer|Countries:Belgium,Brazil,France,Germany,GreatBritain,India,Italy,Japan,Netherlands,RussianFederation,Spain|Washingmachines;mostimportantproductfeatureswhenpurchasinga15/03/2024product©GfK169%SmartfunctionWashingmachineRobotVacuumCleaner43%MoppingSmartfunction33%iscreatedSmartusecaseis9%SmartfunctionWashingmachineRobotVacuumCleaner43%MoppingSmartfunction33%iscreatedMostimportantproductfeaturesduringpurchase(~30.000interviews)|Q3202352%Energyefficiency..Smartwashingmachineisnotcreatingpullwhilekeydecisioncriteriaisenergyefficiency,butsmartcanbeadifferentiatorOnlyastrongsmartusecasecreatespull.Robots’usecasehighlyenabledbysmartfunctionalitiespullSource:gfknewronConsumer|Countries:Belgium,Brazil,France,Germany,GreatBritain,India,Italy,Japan,Netherlands,RussianFederation,Spain|Washingmachines;mostimportantproductfeatureswhenpurchasinga15/03/2024product©GfK17105%139%149%195%Thereisnotacommonsmartpurchasertargetgroup–it’scategoryspecific不存在普遍意义的智能家电购买目标用户群，这与品类相关105%139%149%195%DonotexpectGenZtobeyoursmartpurchasertodayIndex%purchasersofsmartproducts|100%=allconsumersFemaleHighincomeWashingmachine124%124%159%159%GenXLeadingedgeconsumerMaleHighincomeDentalcare112%112%142%142%MillennialLeadingedgeconsumer15/03/2024Source:gfknewronConsumer|Countries:Belgium,Brazil,France,Germany,GreatBritain,India,Italy,Japan,Netherlands,RussianFederation,Spain|Smartappliancepurchasers-demographics©GfK1815/03/2024ImpactandImpactandopportunitiesfor thesmartappliancesmarkets全球智能家电市场 Thebigpicture:(Smart)HomeAppliancesHowtocreateaconsumerpullAIoTfutureopportunitiesAIoT未来机遇Outlook©GfK19enablementofecosystembenefitsenablementofecosystembenefitsabsenceofvalidusecaseSalesvalueshare&growth|2023vs2019|Jan23-Dec23|MDA&SDAdependentoncategorygrowth moresmartinnovation-smartishygienefactor750%200%150%100%50%0%SSS100806040200 15/03/2024Source:GfKMarketIntelligenceSalesTracking:GlobalexNAmarkets,Selectcategories,Jan-Dec2023vsJan-Dec2019©GfK20gratifyinggratifyingwiththehelpofSalesvalueshare&growth|2023vs2019|Jan23-Dec23|MDA&SDA750%200%150%100%50%0%SSS100806040200 15/03/2024Source:GfKMarketIntelligenceSalesTracking:GlobalexNAmarkets,Selectcategories,Jan-Dec2023vsJan-Dec2019©GfK2115/03/2024ImpactandImpactand opportunitiesfor thesmartappliancesma