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Shangpu Consulting: Market Size and Development Trend Analysis of Intelligent Tea Set and Electric Kettle in 2023

2024-07-18 10:32:30 Source: Champ Consulting Visits:0

一、行业概述

智能茶具是指通过智能化技术实现沏茶程序的自动化、精细化的茶具，如智能茶壶、智能茶杯等。电热水壶是指通过电力加热水的容器，如电水壶、电热杯等。智能茶具及电热水壶是属于小家电行业的一个细分领域，主要服务于饮茶消费者。

2. market size

According to data from the Champ Consulting Group,2021年，智能茶具及电热水壶行业的市场规模达到1285Billions of dollars.2022年，智能茶具及电热水壶行业的市场规模达到1527亿元。预测2023年全年，智能茶具及电热水壶行业的市场规模将达到1400亿元左右，同比增长18.6%。2025年，智能茶具及电热水壶行业的市场规模将达到1630亿元，行业发展前景一片光明。

三、发展现状

（一）消费需求

随着经济的发展和居民消费水平的提高，茶叶消费需求得到了持续的释放，茶行业得到了稳健的发展。茶叶天然、健康的特点以及对茶文化的进一步推广，茶叶将为越来越多的人所接受，茶叶的主要消费人群也从中老年男性为主向各类人群扩散，市场销量亦随之快速增长。2022年，我国茶叶产量达到233万吨。

受茶叶市场的发展影响，茶具及电热水壶的需求量有望得以提高。茶具是随着“茶之为饮”应运而生，它的发生和发展经历了一个从无到有，从共用到专一，从粗糙到精细的历程，并随着饮茶习俗的变化而不断变化和发展。在茶叶行业不断壮大带动下，茶具行业同样呈现良好态势。根据尚普咨询集团数据显示，我国茶具行业的工业总产值呈逐年增长，2022年中国茶具行业工业总产值实现300亿元，比上年同期增长16.7%。

市场需求方面，茶具行业的销售收入同样逐年提升。2022年，茶具行业销售收入达到192.48Billion yuan, year-on-year growth1.92%。由此可见，随着中国经济持续稳定发展、人们生活水平逐渐提高，以及茶文化的逐步推广，消费者对饮茶配套产品的购买意愿不断增强，智能茶具及电热水壶行业市场规模有望延续上升趋势。2022年，行业市场规模在50亿元左右，同比增长20%。

（二）竞争格局

中国智能茶具及电热水壶市场集中度较高，数据显示，美的、苏泊尔和九阳在国内智能茶具及电热水壶市场稳居第一梯队，而其他厂商市场份额较小，竞争激烈。不难发现，智能茶具及电热水壶市场线上和线下渠道竞争形势分化：线上渠道智能茶具及电热水壶厂商竞争更加激烈，2022年，智能茶具及电热水壶行业的三家头部品牌（美的、苏泊尔、九阳）占据了智能茶具及电热水壶线上市场57.2%的销售份额，其中美的以30.6%的线上销售额份额稳居行业第一，而在线下市场，这一集中趋势则更加明显，美的、苏泊尔和九阳三家厂商零售额占比83.2%，其中美的拥有39.5%market share.

四、驱动因素

智能茶具及电热水壶行业的发展受到多方面因素的影响，主要有以下几个方面：

（一）茶文化的推广

中国是茶叶的故乡，也是茶文化的发源地。茶文化是中国传统文化的重要组成部分，是中国人民生活方式和精神追求的体现。随着社会经济的发展和人们生活水平的提高，人们对茶叶和茶文化的需求也不断增加。尤其是近年来，随着国家对传统文化的重视和保护，以及对国际文化交流的推动，茶文化得到了广泛的传播和弘扬。茶文化不仅成为中国人民生活中不可或缺的一部分，也成为中国向世界展示自己的一张名片。茶文化的推广，促进了茶叶消费的增长，也带动了智能茶具及电热水壶的需求。

（二）消费升级

随着中国经济的快速增长，人们的收入水平和消费能力不断提高，消费观念和消费方式也发生了变化。从满足基本生活需求到追求高品质生活，从注重产品功能到关注产品品牌和个性，从单一的购买方式到多元的购物渠道，消费者的需求越来越多样化、个性化和精细化。这种消费升级，对智能茶具及电热水壶行业提出了更高的要求。消费者不仅需要智能茶具及电热水壶具备基本的功能，如加热、保温、过滤等，还需要它们具有更多的附加值，如智能化、健康化、美观化等。因此，智能茶具及电热水壶行业需要不断创新产品设计和技术，以满足消费者的升级需求。

（三）互联网渠道的发展

互联网技术的发展，为智能茶具及电热水壶行业带来了新的机遇和挑战。一方面，互联网渠道为智能茶具及电热水壶行业提供了一个广阔的市场空间和便捷的销售方式。通过电商平台、社交媒体、自媒体等网络渠道，智能茶具及电热水壶厂商可以直接接触到更多的潜在消费者，实现产品的快速推广和销售。同时，通过互联网渠道，厂商可以更好地收集和分析消费者的数据和反馈，以便优化产品设计和服务质量。另一方面，互联网渠道也为智能茶具及电热水壶行业带来了更激烈的竞争和更高的要求。由于互联网渠道的低门槛和高透明度，智能茶具及电热水壶行业面临着更多的竞争对手和更挑剔的消费者。因此，智能茶具及电热水壶行业需要不断提升自身的核心竞争力，通过品牌建设、内容营销、差异化定位等方式，在互联网渠道中脱颖而出。

五、发展趋势

根据行业现状和驱动因素分析，我们预测智能茶具及电热水壶行业未来将呈现以下几个发展趋势：

（一）产品设计逐渐迎合年轻消费者

With90后、00后等年轻一代成为主流消费群体，他们对智能茶具及电热水壶的需求也日益增加。这些年轻消费者不仅注重产品的功能性和品质性，还注重产品的外观设计和个性表达。他们喜欢简约、时尚、有创意的产品，也喜欢与产品进行互动和沟通。因此，智能茶具及电热水壶行业需要根据年轻消费者的喜好和特点，进行产品设计创新，打造年轻化、个性化、智能化的产品形象，以吸引和留住年轻消费者。

（二）营销方式逐步走向线上

随着互联网技术的不断发展和普及，线上渠道已经成为智能茶具及电热水壶行业的主要销售渠道。2022年，智能茶具及电热水壶行业的线上销售额占比高达98%，而线下销售额占比仅为2%。这说明消费者对于线上购买智能茶具及电热水壶的接受度越来越高，而线下渠道的影响力越来越低。因此，智能茶具及电热水壶行业需要加强线上营销的力度和效果，通过电商平台、社交媒体、自媒体等网络渠道，进行品牌宣传、产品推广、用户互动等活动，以提高品牌知名度和用户粘性，扩大市场份额。

（三）产品技术提升，产品材料更加多样

智能茶具及电热水壶行业在满足消费者基本需求的同时，也需要不断追求技术创新和产品优化，以适应消费升级和市场竞争的挑战。一方面，智能茶具及电热水壶行业需要提升产品的智能化水平，不仅实现沏茶程序的自动化、精细化，还要实现与消费者的交互和沟通，比如通过语音控制、手机APP控制、温度显示、水质检测等功能，提高产品的便利性和体验性。另一方面，智能茶具及电热水壶行业需要丰富产品的材料选择，不仅要保证产品的安全性和耐用性，还要体现产品的健康性和美观性，比如使用食品级304不锈钢、玻璃、陶瓷等材料，满足消费者对产品品质和个性的需求。

Conclusion

综上所述，中国智能茶具及电热水壶行业在茶文化的推广、消费升级、互联网渠道的发展等多方面因素的驱动下，呈现出快速增长的态势。预计到2023年底，行业市场规模将达到1400亿元左右，同比增长18.6%。行业竞争格局以美的、苏泊尔、九阳为主导，同时有小米、小熊等互联网品牌和象印、虎牌等高端品牌参与。未来行业发展趋势是产品设计逐渐迎合年轻消费者，营销方式逐步走向线上，产品技术提升，产品材料更加多样。尚普咨询认为，智能茶具及电热水壶行业是一个充满机遇和挑战的行业，厂商需要不断创新和优化产品和服务，以适应市场变化和消费者需求。

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