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2024-07-18 08:26:17 来源：尚普咨询浏览量：0

一、清洁电器行业市场规模

According to data from the Champ Consulting Group,最近十年，中国清洁电器市场规模从2012年29亿元增长到2022年的348亿元，十年间市场规模扩大了12倍，年均复合增长率达到28.2%，远远跑赢同期中国家电市场整体2.3%的年均增长率。其中，2022年，中国清洁电器市场销量达到2700万台，同比增长12.1%，2023全年仍将实现10%左右的增长。

从全球范围来看，中国清洁电器市场也表现出强劲的竞争力。据GfK数据显示，中国自主品牌在新兴亚洲、俄语区、东欧和中欧地区等市场发展快速，在西欧及发达亚洲地区的重点市场亦有稳步向上的趋势。预计2023年全年中国清洁电器出口额将达到80亿美元，占全球出口额的40%以上。

尚普咨询认为，清洁电器行业市场规模的快速增长，主要得益于以下几个方面：

消费升级。随着中国市场消费理念发生深刻的变化，消费者对家居生活的品质与居家环境的健康，都提出了更高要求，清洁电器作为提升生活品质和改善居家环境的重要工具，受到了越来越多消费者的青睐。

技术创新。中国家电行业成功实现以技术创新为驱动力的转型升级，围绕用户需求，不断研发出多种科技成果，更有如莱克、添可等众多家电企业凭借自主研发的核心技术打造出独具特色的高科技赋能的创新产品。

渠道拓展。随着互联网技术和社交媒体的发展，清洁电器品牌在传统的线下渠道之外，也积极开拓线上渠道，利用电商平台、短视频平台、社区团购等多种形式，增加产品的曝光度和销售量，拓宽市场覆盖面。

市场潜力。与高普及率的大家电不同，清洁电器在国内市场还处于普及率偏低、市场关注度较高的阶段，在国外市场则处于吸尘器单一品类普及率极高但可替代性较强的发展阶段。因此，无论在国内还是海外，清洁电器市场都呈现出较大的成长空间，市场前景比较乐观。

二、清洁电器行业产品品类

清洁电器行业的产品品类主要包括吸尘器、打蜡机、油烟脱排机、扫地机器人、擦窗机器人、电动拖把、蒸汽拖把、洗地机等。其中，吸尘器、扫地机器人和洗地机是三大主要品类，占据了市场的绝大部分份额。

根据尚普咨询集团数据显示，2022年全年吸尘器零售额达到149.9亿元，同比增长3.1%，零售量达到1630万台，同比增长6.8%；扫地机器人零售额达到99.2亿元，同比增长1.7%，零售量达到680万台，同比下降3.4%；洗地机零售额达到99.7亿元，同比增长72.5%，零售量达到348万台，同比增长88.2%。

从产品品类的发展趋势来看，尚普咨询认为有以下几个特点：

智能化。随着人工智能技术的不断进步，清洁电器产品也越来越智能化，能够实现自动规划清扫路线、自动识别清扫场景、自动调节清扫模式、自动回充回水等功能，为用户提供更便捷和高效的清洁体验。

一体化。随着用户对清洁效果和效率的要求提高，清洁电器产品也越来越一体化，能够实现多种功能的集成和切换，满足用户在不同场景下的清洁需求。例如，洗地机可以实现吸尘和拖地的一体化；吸尘器可以实现除螨和除菌的一体化；扫地机器人可以实现扫地和拖地的一体化等。

多样化。随着用户对清洁范围和层次的要求提高，清洁电器产品也越来越多样化，能够覆盖用户在不同空间和物品上的清洁需求。例如，除螨仪可以实现对被褥、沙发等布艺物品的深层清洁；擦窗机器人可以实现对玻璃窗等高空物品的安全清洁；布艺清洁器可以实现对衣物等细微物品的精细清洁等。

三、清洁电器行业竞争格局

根据尚普咨询集团数据显示，2022年全年清洁电器行业TOP10品牌的市场占有率达行业整体的90.57%，行业集中度偏高。其中，吸尘器品类下，戴森、小米、莱克、添可、追觅等品牌占据了市场的前五位；扫地机器人品类下，石头科技、小米、小狗、科沃斯、添可等品牌占据了市场的前五位；洗地机品类下，添可、追觅、莱克、科沃斯、小米等品牌占据了市场的前五位。

从竞争格局的变化趋势来看，尚普咨询认为有以下几个特点：

国产品牌崛起。随着国内清洁电器品牌在技术创新和产品设计上的不断突破，国产品牌在市场上的竞争力越来越强，不仅在国内市场占据了较大的份额，也在海外市场取得了不错的成绩。特别是在扫地机器人和洗地机这两个高增长的品类上，国产品牌已经形成了绝对优势。

品牌差异化。随着清洁电器市场的日趋成熟和饱和，品牌之间的竞争也越来越激烈，品牌差异化成为各家品牌的重要策略。不同的品牌根据自身的核心技术和优势，针对不同的目标用户和消费场景，打造出具有特色和识别度的产品和服务，以提升自身的品牌影响力和忠诚度。

品类拓展。随着用户对清洁电器产品的需求越来越多元化和细分化，单一品类的产品已经无法满足用户的全部需求，品类拓展成为各家品牌的必然选择。通过跨界合作或自主研发，各家品牌都在尝试开发出更多种类和功能的清洁电器产品，以丰富自身的产品线和市场份额。

四、清洁电器行业消费需求

According to data from the Champ Consulting Group,中国家庭目前日常清洁习惯主要以每周一次为主，占比达到42.9%；每天清洁和每月一次分别占比为23.6%和22.9%；每年一次或从不清洁仅占比10.6%。从清洁电器使用情况来看，吸尘器是最常用的清洁电器产品，使用率达到81.4%；其次是扫地机器人，使用率达到54.3%；洗地机使用率较低，仅为16.7%。

从消费需求的特点来看，尚普咨询认为有以下几个方面：

清洁效果。消费者在选购清洁电器时，最关注的是清洁效果，即产品能否有效去除灰尘、污渍、细菌等污染物，并保持物品和环境的干净整洁。因此，清洁电器产品的吸力、清洗力、除菌力等性能指标是消费者最关心的。

清洁效率。消费者在使用清洁电器时，也非常注重清洁效率，即产品能否在较短的时间内完成清洁任务，并节省用户的时间和精力。因此，清洁电器产品的智能化、一体化、多样化等功能特点是消费者非常看重的。

清洁体验。消费者在享受清洁电器带来的便利和舒适时，也会关注清洁体验，即产品能否在使用过程中给用户带来良好的感受，并避免造成不必要的困扰和麻烦。因此，清洁电器产品的噪音、重量、续航、自清洁等细节方面是消费者也会考虑的。

五、清洁电器行业社媒营销

随着互联网技术和社交媒体的发展，社媒营销已经成为清洁电器品牌在传统的线下渠道之外，积极开拓线上渠道的重要手段。通过利用电商平台、短视频平台、社区团购等多种形式，增加产品的曝光度和销售量，拓宽市场覆盖面。

根据尚普咨询集团数据显示，2022年全年清洁电器行业社媒声量达到1.2亿条，同比增长32.6%；社媒互动量达到3.1亿次，同比增长28.9%。其中，添可、追觅、石头科技是社媒声量最高的三个品牌；戴森、追觅、小米是社媒互动最高的三个品牌。

从社媒营销的策略来看，尚普咨询认为有以下几个方面：

内容营销。通过制作和发布具有价值和吸引力的内容，来吸引和留住目标用户，并促进用户对产品的认知和购买。内容营销可以包括产品介绍、使用教程、用户评测、行业资讯等多种形式，以提升品牌知名度和信任度。

KOL营销。通过与具有影响力和专业度的网红或意见领袖合作，来推广和宣传产品，并借助其粉丝基础和话语权，来扩大产品的传播范围和影响力。KOL营销可以包括直播带货、视频种草、文章推荐等多种形式，以提升产品的曝光度和转化率。

用户营销。通过激励和鼓励用户参与到产品的推广和传播中来，让用户成为品牌的忠实拥护者和自发传播者，并借助用户之间的口碑效应，来增加产品的信誉度和忠诚度。用户营销可以包括用户评论、用户分享、用户互动等多种形式，以提升用户的满意度和黏性。

六、清洁电器行业布局优化

根据上述对清洁电器行业市场规模、产品品类、竞争格局、消费需求、社媒营销等方面的分析，尚普咨询提出以下几点布局优化建议：

抓住市场机遇。清洁电器行业市场规模仍有较大的增长空间，无论是在国内还是海外，都有着广阔的市场潜力。因此，清洁电器品牌应该抓住市场机遇，加大市场开拓和渠道拓展的力度，提升自身的市场份额和竞争力。

注重产品创新。清洁电器行业产品品类日趋多样化和细分化，用户对产品的需求也越来越高。因此，清洁电器品牌应该注重产品创新，不断研发出更符合用户需求和喜好的产品，提升自身的产品力和差异化优势。

强化品牌建设。清洁电器行业竞争格局日趋激烈，品牌之间的差异化越来越小。因此，清洁电器品牌应该强化品牌建设，通过提升品牌知名度、信任度、忠诚度等方面，提升自身的品牌影响力和话语权。

优化社媒营销。清洁电器行业社媒营销已经成为品牌在线上渠道的重要手段，社媒平台上的用户也越来越多。因此，清洁电器品牌应该优化社媒营销，通过制作和发布具有价值和吸引力的内容，与具有影响力和专业度的KOL合作，激励和鼓励用户参与到产品的推广和传播中来，提升自身的社媒声量和互动量。

Conclusion

清洁电器行业是一个充满活力和机遇的行业，也是一个充满挑战和竞争的行业。尚普咨询希望通过本文的分析，为清洁电器行业的从业者和关注者提供一些有价值的信息和启示，并期待清洁电器行业能够在未来实现更加健康、稳定、可持续的发展。

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