{"meta":{"id":"https:\/\/api.iclient.ifeng.com\/ipadtestdoc?aid=ucms_7xfYic4WUBy","type":"doc","o":"1","documentId":"ucms_7xfYic4WUBy"},"body":{"newStatus":"1","documentId":"ucms_7xfYic4WUBy","staticId":"ucms_7xfYic4WUBy","title":"报告|2020 年中国小家电618促销报告","shareTitle":"报告|2020 年中国小家电618促销报告","thumbnail":"http:\/\/d.ifengimg.com\/w150_h106_q100\/img1.ugc.ifeng.com\/newugc\/20200628\/14\/wemedia\/29c48b3b4965cd491ecbf3285f7a848108ed8d66_size55_w911_h607.jpeg","source":"奥维云网avc","author":"","editorcode":"weMedia","editTime":"2020-06-28 14:11:14","updateTime":"2020\/06\/28 14:11:14","wapurl":"http:\/\/\/\/feng.ifeng.com\/c\/7xfYic4WUBy","introduction":"","wwwurl":"http:\/\/\/\/feng.ifeng.com\/c\/7xfYic4WUBy","commentsUrl":"ucms_7xfYic4WUBy","commentCount":0,"text":"
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受新冠肺炎疫情影响2020年整个家电行业遭到重创,小家电凭借体积小、免安装、轻服务、销售灵活性较高的特点在“黑天鹅”的突袭下伤害相对较小,西式烘焙、料理类小家电零售额出现大幅上涨。<\/p>
618作为每年的年中家电大促节点,在今年显得格外重要,各大平台及品牌商都铆足了劲希望在大促之日能够缓解上半年的亏损压力。此次618大促除了往年的满减、优惠券外,直播带货成为家电销售的主要动力之一。<\/p>
据奥维云网(AVC)线上监测数据显示(促销期20W22-25)小家电(电饭煲、电磁炉、电压力锅、电水壶、豆浆机、食品料理机、电烤箱)零售额共计32.2亿元,同比20.6%。2020年疫情下的618小家电表现相对较好,整体小家电消费呈现四大趋势:1、头部品牌结构稳定;2、线上大促产品结构相比平峰有所提升;3、网红带货能力不可忽视,小家电品类属于热门直播推荐带货品类.4、便携式、料理类小家电广受消费者欢迎。5、促销期均价普降,热销产品以中低端为主。具体信息详见以下报告:<\/p>
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