“雙11”環(huán)境電器總結(jié)：整體市場低迷

“雙11”落下帷幕，環(huán)境健康電器大盤整體表現(xiàn)低迷，十個細(xì)分品類中（含掃地機(jī)器人、洗地機(jī)、吸塵器、凈水器、凈化器、電暖器、加濕器、掛燙機(jī)、凈飲機(jī)、飲水機(jī)），規(guī)模漲跌品類個數(shù)比為4：6，具體來看，洗地機(jī)和凈飲機(jī)領(lǐng)漲，銷額同比分別為30.1%和16.5%，掃地機(jī)器人、飲水機(jī)個位數(shù)增幅，其余品類均有不同幅度下滑，其中加濕器、電暖器下滑幅度超過30%，同比下滑幅度分別為34.1%和35.9%。

從價格走勢來看，均價普遍上漲，漲幅較明顯的是凈飲機(jī)、凈化器、加濕器、掛燙機(jī)，同比增長分別為33.3%、15.5%、25.8%、10.5%，掃地機(jī)器人、飲水機(jī)、電暖器均價個位數(shù)增長，洗地機(jī)和吸塵器價格分別下滑9.9%和9.0%。

從渠道分布來看，部分品類在抖音電商呈現(xiàn)快速上漲勢頭，尤其是洗地機(jī)品類，雙11促銷期抖音占比達(dá)21.7%，掛燙機(jī)在抖音電商的規(guī)模占比也超過10%，吸塵器、加濕器、凈化器、凈水器不足5%，仍需要進(jìn)一步開拓。

盡管環(huán)境健康電器整體不佳，但從各品類的細(xì)分賽道表現(xiàn)來看，仍然有諸多亮點(diǎn)，如全能版掃地機(jī)器人增長150.7%，桌面式飲水機(jī)增長14.5%，空氣消毒機(jī)增長25.1%，純凈型加濕器占比超過50%，此外凈水套餐在傳統(tǒng)電商同比增長17.4%，在抖音電商規(guī)模達(dá)3000萬。

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