尽管上半年家电行业的销售情况呈现基数前低后高态势，但综合来看电商数据仍然保持整体景气度稳步提升，而内部子板块表现略有分化。其中，基本盘表现稳健、行业结构性优化显著的大白电等传统品类，受益于渗透率提升的集成灶、扫地机器人等成长性品类表现亮眼，2021H1 电商渠道维持高速增长态势。

1 2021 年H1 家电行业淘系电商数据总览 .................................................................................................................. 3

2 白色家电：空冰洗量价齐升，份额持续向龙头集中 ............................................................................................... 4

2.1 空调：行业零售额同比+93.5%，美的市占率同比+2.7 PCT .......................... 4

2.2 冰箱：均价同比增长超60%，销售额CR2 同比+9.8PCT ...................................................... 5

2.3 洗衣机：行业零售额同比+90.5%，海尔份额同比+12.4 PCT ...................... 6

3 厨房大家电：6 月竣工再提速，行业需求回暖可期 ................................................................................................ 7

3.1 行业：传统品类需求端尚待催化，集成灶零售额同比+33.8% .......... 7

3.2 竞争格局：集成灶景气高增，火星人、亿田等龙头增速亮眼 ............................................................... 8

4 厨房小家电：电饭煲增速稳健，破壁机同比略有下滑 ......................................................................................... 10

5 生活电器：懒人经济持续发酵，扫地机器人同比+88% ...................................................................................... 11

6 天猫旗舰店：细分板块龙头悉数实现景气增长 ..................................................................................................... 12

7 投资建议： ................................................................................................................................................................ 13

8 风险提示： ................................................................................................................................................................ 13

插图目录 ............................................................................................................................................................................ 14

表格目录 ............................................................................................................................................................................ 14