全球智能家电市场的发展及机遇

Impactandopportunityfortheglobalsmartappliancesmarkets 全球智能家电市场的 发展及机遇 NorbertHerzog GlobalStrategicInsights 15/03/2024|AWEFutureHomeSummit Impactand opportunitiesfor thesmart appliancesmarkets全球智能家电市场的发展及机遇 Thebigpicture:(Smart)HomeAppliances （智能）家电市场概况Howtocreateaconsumerpull 如何吸引目标消费群 AIoTfutureopportunities AIoT未来机遇Outlook Impactand opportunitiesfor thesmart appliancesmarkets全球智能家电市场的发展及机遇 Theworstisnowover|Appliancesmarketshowsearlysignsofgrowth|Smartisakeypersistingmarketdriver Thebigpicture:(Smart)HomeAppliances （智能）家电市场概况Howtocreateaconsumerpull 如何吸引目标消费群 AIoTfutureopportunities AIoT未来机遇Outlook 家电市场在2024年显示出潜在增长的早期迹象 FirstmonthsofgrowthrecordedinNov’23(+8%)andDec’23(+3%) $127billion Global(ex.NorthAmerica)|Small&MajorDomesticAppliances 49% 8% 3% -11% SalesvalueUSD growthrate+/-% Jan23Dec23 3% -28% -15% Jan19Feb20Mar21Mar22Nov22Dec23 PreCOVID-19 CoreCOVID-19 Restrictionfade-out Normalization 智能家电多次推动家电市场的重要增长 Resultingineveryfourthdollarspentonconnectedappliances Smartgrows(+3%) 11% 3% …despiteweak totalmarket(-1%) Global(ex.NorthAmerica)|HomeAppliances(MDA/SDA)|Share%andgrowthrate+/-%ofsmartappliances Marketshareofsmartappliances Upgrading 24% 24% 25% Brandpush 17% 19% 20% 14% Initialproductlaunches 8% 4% 1% 2016 2017 2018 “Smart” 20142015 2019 2022 2020 2021 COVID-19push 2023 “Smart&AI” Dec'23 Jan'23 “Connectivity” 全球智能家电份额持续增长 AsialeadstheinnovationcyclewithChinaontop 20192020202120222023 Smartappliances|Valueshare% 28% 39% 34% 47% 10% 6%6% 14%9% 18% 11% 18% 8% 12% LATAMMiddleEast&Africa WesternEuropeEasternEurope (incl.UA) EmergingAsiaDevelopedAsiaChina 4+DoorFridge(Price$)$2,702 $2,075 $898 SmartAppliancesaffordabilityismuchhigherinChinaduetolowprices ↑9% ptsfrom2015 Consumers’askforsimplification andconvenienceresonateswith smartappliancepromises 消费者对简化和便利的要求与智能家电的承诺产生了共鸣 51%agree“Iamalwayslookingforwaystosimplify mylife” AlltimehighreachedintheCOVID-19year2020 15/03/2024 Source:GfKConsumerLife2023,Global ©GfK8 Impactand opportunitiesfor thesmart appliancesmarkets全球智能家电市场的发展及机遇 Usecaseiskeytoenableconsumerpull|DonotexpectGenZtobeyoursmartpurchasertoday Thebigpicture:(Smart)HomeAppliances （智能）家电市场概况Howtocreateaconsumerpull 如何吸引目标消费群 AIoTfutureopportunities AIoT未来机遇Outlook 市场前景 ThermostatControl 89% MASS MARKET DoorCommunicationPersonalScales WashingMachines 32% RobotVacuum Cleaners IntruderSecurity VisualCams 69% 57% 42% 32% TV 78% 79% 13% 25% 26% 28% MovementDetectorDishwashers DecorativeLuminaires A Watertimer MiniBluetoothSpeakerAirTreatment EARLY 4%5% 8%8% ThermostatControl SmartPortfolioIncrease(unit%)forsomecategorieswhichcrossedthechasmfrom2019to2023 Airtreatment+6pp RobotVacuum Cleaners IntruderSecurity TV 89% 79% 78% VisualCams Dishwashers+26pp DoorCommunication Pe 69% 57% WashingMachines rsonalScales 42% 32% MovementDetector+7pp 13%25% 26% 32% 28% MovementDetector DishwashersMiniBluetoothSpeaker AirTreatment DecorativeLuminaires Watertimer EARLY 4% 5% 8% 8% A MASS MARKET Voicecommandandcontrol: Makeyourtelevisionyournextcontrolhub Gaminghub: Bringinglatestgameslikeyourcontentonyourbiggestscreenofthehouse ScreenMirroring: Castyourcontentfromyourphone,laptoporpad Notjustentertainment: Withappsyoucandownloadfromstoreyoucanalsocastyourremotemeetingsorhaveremotefitnesssessionontelevisionanduseitforwork SmartHub: Transmittinginformationandmessagesfromotherconnecteddevices 智能实用是吸引消费者的关键 Mostimportantproductfeaturesduringpurchase(~30.000interviews)|Q32023 52%Energyefficiency RobotOnlyastrongsmart Vacuumusecasecreatespull Cleaner Smartfunction33%43%Mopping Robots’usecasehighlyenabledbysmartfunctionalitiespull iscreated -8pp+0pp Washingmachine 9% +1pp Smartfunction +1pp Smartwashingmachineisnotcreatingpullwhilekeydecisioncriteriaisenergyefficiency,butsmartcanbe adifferentiator 智能实用是吸引消费者的关键 Mostimportantproductfeaturesduringpurchase(~30.000interviews)|Q32023 52%Energyefficiency Smartwashingmachineisnotcreatingpullwhilekeydecisioncriteriaisenergyefficiency,butsmartcanbe adifferentiator Onlyastrongsmartusecasecreatespull Robots’usecasehighlyenabledbysmartfunctionalitiespull iscreated 9%Smartfunction Washingmachine RobotVacuumCleaner +1pp Smartfunction 33% +1pp 43%Mopping -8pp+0pp 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 DonotexpectGenZtobeyoursmartpurchasertoday Index%purchasersofsmartproducts|100%=allconsumers WashingmachineDentalcare Female Highincome GenX 105% 124% 139% 159% Leadingedgeconsumer Male Highincome Millennial 112% 149% 142% 195% Leadingedgeconsumer Mapselectopportunitiesin aheterogeneousmarket Impactand opportunitiesfor thesmart appliancesmarkets全球智能家电市场的发展及机遇 Thebigpicture:(Smart)HomeAppliances （智能）家电市场概况Howtocreateaconsumerpull 如何吸引目标消费群 AIoTfutureopportunities AIoT未来机遇 Outlook 市场前景 750% 200% 150% Highpotential Potential:highenablementofecosystembenefits Limitation:absenceofvalidusecase Mediumpotential Potential:medium dependentoncategorygrowth Limitation:Lackof moresmartinnovation-smartishygienefactor ➔Low