白電規模破百億，“價格卷王”拼多多會成為企業新的增長點么？奧維云網（AVC）2022年11月【大盤】行業整體大幅下滑，拼多多逆勢增長，線上白電零售額破百億2022年1-9月拼多多白電市場零售規模銷量（萬臺）226.3202.9129.7130.2121.6113.5104.098.399.60122.22.0222.0322.0422.0522.0622.0722.080922.

2022M01-09拼多多白電市場零售規模+82%1226萬臺8.49.910.414.5銷額（億元）18.7 18.5

+80%103億元注：白電包括品類：冰柜、冰箱、除濕機、干衣機、空調、洗衣機、移動空調、洗鞋機、中央空調 數據來源：奧維云網(AVC)線上監測數據【空調】空調大盤萎靡下，拼多多逆勢上揚，同比增幅45%2022M01-09空調拼多多市場零售規模13.4零售量（萬臺）16.238.642.718.610.911.610.49.422.0122.0222.0322.0422.0522.0622.0722.0822.03.4零售額（億元）7.5 7.5

2022M01-09空調拼多多市場零售規模+45%172萬臺+44%33億元數據來源：奧維云網(AVC)線上監測數據【空調】剛需掛機產品成為市場主流，份額接近九成2022M01-09空調拼多多市場掛機規模走勢零售額（億元）6.026.242022M01-09空調拼多多市場分安裝2.142.672.91方式規模結構1.541.711.54年累計1.12掛機柜機銷額26億元22.0122.0222.0322.0422.0522.0622.0722.0822.09銷量152萬臺12%10.117.999.519.6414.5716.979.0523%零售量（萬臺）35.0539.15內環：零售額2022M01-09空調拼多多市場柜機規模走勢外環：零售量1.27零售額（億元）0.911.471.300.620.640.390.520.5077%年累計88%22.0122.0222.0322.0422.0522.0622.0722.0822.09銷額8億元銷量20萬臺1.431.401.931.651.671.353.26零售量（萬臺）3.563.55數據來源：奧維云網(AVC)線上監測數據【空調】拼多多柜機市場價格波動明顯，與傳統電商均價差距仍在2022M01-09掛機空調分平臺均價走勢拼多多（元）傳統電商2619 2749 2663 2616 2529 2483 2509 2532 2631 2547211916201777183017181593171317001703140722.010222.22.0322.040522.22.0622.070822.22.09本年累計2022M01-09柜機空調分平臺均價走勢拼多多（元）傳統電商（元）5721621860755918561955245575563158655698550239114126470436933660384132232968269822.010222.22.0322.040522.22.0622.070822.22.09本年累計注：傳統電商：京東、天貓、國美、蘇寧

2022M01-09空調拼多多市場掛機TOP機型序號機型份額均價（元）銷額（億元）銷量（萬臺）1KFR-35GW/N1A37.0%17912.3613.152KFR-35GW/S1A12.2%19980.743.683KFR-35GW/N1A11.3%20650.452.174KFR-35GW/D1A11.5%20650.502.445KFR-26GW/N2A30.7%17110.221.272022M01-09空調拼多多市場柜機TOP機型序號機型份額均價（元）銷額（億元）銷量（萬臺）1KFRD-72LW/D-1.2%18840.422.21XB11BP(B1)2KFR-72LW/N1A11.0%47250.330.693KFR-72LW/N8MJC30.6%44150.220.494KFR-51LW/N1A10.5%37900.170.465FVXF172WC-W0.8%162080.270.17數據來源：奧維云網(AVC)線上監測數據【冰箱】有別于線上傳統渠道微幅增長，拼多多增長超兩位數2022M01-09冰箱拼多多市場零售規模

2022M01-09冰箱拼多多市場零售規模零售量（萬臺）53.1847.6238.6840.5426.6526.5227.0030.0421.7722.01 22.02 22.03 22.04 22.05 22.06 22.07 22.08 22.091.682.18 2.132.512.763.22零售額（億元）3.673.954.72

312萬臺27億元

+37%+57%數據來源：奧維云網(AVC)線上監測數據【冰箱】拼多多均價較傳統電商有著千元價差，需求多樣化趨勢顯著2022M01-09冰箱分平臺均價走勢拼多多（元）傳統電商（元）25482391 23682185 21882055209619952004189617707728237897148296917948348600122.22.020322.22.0422.0522.0622.0722.0822.09本年累計

2022M01-09冰箱拼多多市場分價格段零售額份額8000+ 0.0%6000-7999 0.0%5500-5999 2.0%5000-5499 0.0%4500-4999 0.5%4000-4499 0.0%3500-3999 1.7%3000-3499 3.9%2500-2999 14.1%2000-2499 11.9%1500-1999 13.0%1000-1499 10.8%999-42.2%

2022M01-09冰箱拼多多市場TOP機型序號機型類型份額均價（元）銷額（億元）銷量（萬臺）1200L3-C三門2.6%8880.697.802BCD-521WKM(E)對開門2.0%21320.542.513BCD-468WTPM(E)十字4門2.0%25490.542.104521V3-S對開門2.0%18460.532.865BCD-213TM(E)三門1.6%11480.433.716BCD-218STPS三門1.5%11830.403.427BCD-606WKPZM(E)對開門1.3%27850.341.238BCD-400EGX5S對開門1.1%16160.311.909BCD-406WDPD十字4門1.1%27100.301.1010BCD-118TMPA單兩門1.0%7130.273.74注：傳統電商：京東、天貓、國美、蘇寧

數據來源：奧維云網(AVC)線上監測數據【冷柜】應急性囤貨需求帶來的冷柜爆發式增長2022M01-09冷柜拼多多市場零售規模零售量（萬臺）28.3031.7323.2121.6717.1615.4116.5011.6011.5822.01 22.02 22.03 22.04 22.05 22.06 22.07 22.08 22.090.540.751.080.961.071.271.431.57零售額（億元）1.75

2022M01-09冷柜拼多多市場零售規模+181%177萬臺+152%10億元數據來源：奧維云網(AVC)線上監測數據【冷柜】拼多多均價浮動大但優勢明顯，大冷凍柜登頂TOP機型2022M01-09冷柜分平臺均價走勢拼多多（元）傳統電商（元）1250 121011781190119311461167120111571150 112010821050950850750738701661650650582588553550550468463450本年累計0122.22.0222.0322.0422.0522.0622.0722.0822.09

2022M01-09冷柜拼多多市場分價格段零售額份額2000+ 2.0%1800-19990.3%1700-17998.7%1600-169910.6%1500-15990.3%1400-14990.5%1300-13990.2%1150-129910.2%1000-114911.5%900-1000 6.3%800-900 8.8%700-800 3.3%600-700 5.8%500-600 1.9%500- 29.6%

2022M01-09冷柜拼多多市場TOP機型序號機型類型份額均價（元）銷額（億元）銷量（萬臺）1BD/BC-301KM(E)大冷凍柜2.3%11590.242.112BCD-220VM(E)雙溫柜0.9%9960.100.973BD/BC-205MB小冷凍柜0.5%9230.060.604BCD-208DT大冷凍小0.5%9470.050.58冷藏5BC/BD-142DT小冷凍柜0.5%7190.050.706BD/BC-218DQH小冷凍柜0.4%7410.040.567BC/BD-300DT大冷凍柜0.4%11620.040.338BCD-278AZ雙溫柜0.4%13390.040.289BC/BD-100GHZ小冷凍柜0.3%7630.030.3710BD/BC-101KM小冷凍柜0.8%7330.081.07注：傳統電商：京東、天貓、國美、蘇寧

數據來源：奧維云網(AVC)線上監測數據【洗衣機】銷售量增速遠低于銷售額，行業均價下滑明顯2022M01-09洗衣機拼多多市場零售規模2022M01-09洗衣機拼多多市場零售規模40.7746.73零售量（萬臺）41.5345.0941.5528.2728.4532.96+38%24.86330萬臺22.0122.0222.0322.0422.0522.0622.0722.0822.091.271.981.911.912.362.382.47零售額（億元）2.983.71

+69%21億元數據來源：奧維云網(AVC)線上監測數據【洗衣機】600-價位段滿足近半需求，滾筒產品更受歡迎2022M01-09洗衣機分平臺均價走勢拼多多（元）傳統電商（元）178117001626164716931640164316181570161114811500130011009099006996717187006355785945285055125000122.0222.22.0322.0422.0522.0622.0722.0822.09本年累計

2022M01-09洗衣機拼多多市場分價格段零售額份額6000+ 3.5%5000-5999 0.0%4000-4999 0.6%3000-3999 0.0%2000-2999 3.3%1500-2000 12.2%1000-1500 17.2%600-999 18.6%600-44.6%

2022M01-09洗衣機拼多多市場TOP機型序號機型類型份額均價（元）銷額（億元）銷量（萬臺）1TG100V88WMUIAD滾筒1.8%36990.371.00Y5單洗2MB80V33B波輪1.4%7600.293.793TG100YQ1滾筒1.2%15330.261.70單洗4MB100ECO-H01MH波輪1.1%10670.222.085G100108HB12G滾筒0.9%19130.190.98烘干6XQS100-BZ038波輪0.8%17930.170.927MG100QY1滾筒0.8%14520.161.13單洗8TG100S21WDG滾筒0.7%15860.160.98單洗9MB100KQ3波輪0.7%12400.151.2210MG100V31DG5滾筒0.7%13790.151.06單洗注：傳統電商：京東、天貓、國美、蘇寧

數據來源：奧維云網(AVC)線上監測數據【干衣機】干衣機爆發式增長，量額增速均突破三位數2022M01-09干衣機拼多多市場零售規模

2022M01-09干衣機拼多多市場零售規模20.2219.03零售量（萬臺）14.028.8011.255.995.145.452.1222.0122.0222.0322.0422.0522.0622.0722.0822.090.070.46零售額（億元）0.58

92萬臺2億元

+255%+188%數據來源：奧維云網(AVC)線上監測數據【干衣機】拼多多平臺均價觸底，高端產品仍有市場2022M01-09干衣機分平臺均價走勢拼多多（元）傳統電商（元）17871750155013501310115011029809508108037747505935503933633383513502852402632202622822541521500122.0222.22.0322.0422.0522.0622.070822.22.