GfK：展望2022行业机会与渠道趋势.docx

展望2022 行业机会与趋势 张存 GfK中国家电事业部总经理 2022年2月 杭州 展望2022 ? ? TCG Conference Deck Q4 2021 – Global Strategic Insights ? GfK 全球经济在2021年有所恢复，但是疫情反复以及其他因素带来未来预期 不确定性 Global Global Economy Real GDP growth rates vs. Previous year (in %) 5.5% 5.9% 5.4% 4.9% 4.3% 3.8% 3.6% 3.1% 3.5% 3.4% 3.5% 3.4% 3.3% 3.5% 2.8% -0.1% 2009 2022 2023 -3.1% 2020 Source: Real GDP growth annual % change IMF Data Mapper| OECD Economic Outlook: Statistics and Projections /external/datamapper/NGDP_RPCH@WEO/OEMDC/ADVEC/WEOWORLD /economic-outlook/ ? GfK ? GfK 疫情阴影之下，2021年科技消费品全球市场依然表现强劲，2022年规 模保持小幅增长 全球科技消费品市场规模和增长率 38.8%17.6%39.5%+4.4% +12.2% +3% 38.8% 17.6% 39.5%  Value Growth % 手机通讯 大家电 IT办公  38.6% 17.4%  +13%  销售额规模$1,460bn 销售额规模 $1,460bn +3% 2022 (forecast) 消费电子和影像 小家电  21.1% 13.8% 9.1% 2020  +14%+2% +14% +2% 17.5% +15% 21.6% +2% 21.3% +8% +6% 13.3% 8.6% +2% +3% 13.2% 8.7%  2022F Source: GfK Market Intelligence and total market estimation incl. North America, based on USD Forecasting date: Nov 23, 2021 , not assuming further lockdowns ? ? TCG Conference Deck Q4 2021 – Global Strategic Insights ? GfK 2021年科技消费品（TCG）销售额高于2019和2020，主要是价格上涨 驱动 Global TCG sales 2019 – 2021 销售额 adj. USD (abs) January February March April May June July August September October November December 销售额增长 2021YoY % 2021 2020 FY vs. 20192020 2019 2021 FY vs. 2020 +12% 2019 2020 2021 Source: GfK Market Intelligence: Sales Tracking, status September 2021, TCG key product groups global ex. NA 居家需求还是驱动科技消费品增长的主因 Technology provides the solutions needed +15% 游戏键盘 +43% 笔记本电脑 +51% 平板电脑 +74% 游戏鼠标 +64% 显示器 +79% 可穿戴设备 娱乐与健康 Entertainment Health 居家工作与学习 Work Study at home +32% 在家吃饭Eat at 在家吃饭 Eat at home 42 + % 咖啡机 +15% growth Jan-Dec 2021 vs Jan- Dec 2019 居家清洁 Clean at home +35%  +26% 冰柜 +21% 微波烤箱 +59% 耳机 +36% 洗碗机 吸尘器 TCG Conference Deck Q4 2021 – Global Strategic Insights Source: GfK Market Intelligence: Sales Tracking, International Coverage (excl. North America), USD (NSP) revenue growth 2021 vs