报告预览

轻工制造行业专题：2022M1个护家具阿里电商跟踪报告-220221（24页）.pdf

编号：61384

PDF 24页 851.24KB 下载积分：VIP专享

下载报告请您先登录！

轻工制造行业专题：2022M1个护家具阿里电商跟踪报告-220221（24页）.pdf

1、2022M1个护家具阿里电商跟踪报告证券研究报告行业专题轻工制造1.个护： 2022年M1个护各品类销售额同比均有下滑，但行业高端化趋势明显。分品类来看，阿里平台纸巾/湿巾销售额2022M1同比下降15.0%；卫生巾/私处护理销售额2022M1同比下滑22.3%；纸尿裤销售额2022M1同比下降22.2%；成人尿裤护理销售额2022M1同比下滑30.9% 。分品牌看，2021年主要品牌市占率提高，四大品牌中洁柔增长稳健。卫生巾方面，头部企业市占率持续提高。细分品类看，裤型卫生巾、卫生巾、护垫、私处洗液、私处保养品类销售额占比分别为15.5%、62.5%、3.7%、9.7%、5.5% ，裤型卫生

2、巾、护垫渗透率提升速度较快。分品牌看，护舒宝、乐而雅2022M1维持较高增速，同比分别+26.7%/+59.7% 。成人尿裤护理方面，受大盘表现偏弱的影响，主要品牌销售额同比下滑。婴儿尿裤方面，行业高端化趋势明显，碧芭宝贝、babycare增速迅猛。2.软体：2022M1软体销售额同比增长56.5%，梦百合增速靓丽。 2022年1月，软体品类整体销售额同比+56.5%，其中沙发同比+91.1%，床垫同比-20.5% 。沙发方面，细分品类来看懒人沙发2022M1销售额环比+177.3%，2022年1月销售额占比为6.7% 。床垫方面，梦百合增速较快，弹簧床垫销售额占比提升趋势明显，弹簧床垫202

3、2M1销售额同比+45.3%，销售额占比为35.5%。分品牌来看，梦百合增速亮眼，2022M1梦百合售额同比增长43.5% 。3.文具&潮玩：文具板块降幅同比缩窄，晨光市占率同比上升；潮玩行业泡泡玛特延续靓丽表现。文具方面，2022M1文具总体销售额同比下降19.3%，环比下降38.8%。细分品类来看，书写工具、纸张本册、画具/画材/书法工具和日常学习用品2022M1销售额同比分别下降44.7%、36.2%、19.4%、28.5% 。2022M1得力销售额市占率6.6% ，同比-0.9pp；晨光2022M1销售额市占率5.2%，同比+0.6pp 。潮玩方面，2022M1，潮玩行业销售额同比-3

4、.8%，环比-20%，其中泡泡玛特2022M1销售额同比+25.2% ，环比-6.3%，销售额占比为5.7%（同比+1.3pp）, 头部IP如DIMOO宅宅系列Skullpanda密林古堡系列/SPACE Molly系列均实现靓丽销售表现；万代2022M1销售额同比下降36.9%，环比下降26.6%，销售额占比为6.7%（同比-3.6pp）。投资建议：家具板块：1）与行业持续分化的低估值龙头【顾家家居】、【敏华控股】、【欧派家居】；2）基本面向好估值处于低位的【索菲亚】，建议关注【志邦家居】、【金牌厨柜】；3）海运费回落、中美贸易关系边际缓和受益的出口产业链，建议关注【乐歌股份】、【恒林股份】

5、、【永艺股份】。学生文具短期受双减政策下终端渠道提货信心受损的冲击表现偏弱，我们预计2021Q4将有所修复，推荐经营稳健、回调较多的行业龙头【晨光文具】。风险提示：汇率及原材料价格大幅波动；地产竣工及销售不达预期；销售渠道结构未能形成适应性转变；宏观经济恢复未达预期；数据统计的准确性。核心要点2cUdYzWiXjZeVyXpOpOrRaQaObRmOrRoMtRlOnNoMfQoMmOaQpPvMNZtRuNNZmNpO目录32.软体行业2022M1阿里电商数据跟踪1.个护行业2022M1阿里电商数据跟踪3.文具行业2022M1阿里电商数据跟踪5.风险提示4.潮玩行业2022M1阿里电商数据跟

6、踪1.个护行业2022M1阿里电商数据跟踪41.1个护行业大盘情况数据来源：淘数据，东吴证券研究所52022年M1个护表现受高基数影响表现偏弱，2022M2起进入低基数期，我们预计个护大盘增速将有修复；2022M1纸巾/湿巾、成人尿裤护理、卫生巾/私处护理销售额降幅扩大，纸尿裤护理销售额降幅缩窄。分品类来看，阿里平台纸巾/湿巾销售额 2022M1 同比下降15.0%；卫生巾/私处护理销售额2022M1同比下滑22.3%；纸尿裤销售额2022M1同比下降22.2%，环比下降2.0%；成人尿裤护理销售额2022M1同比下滑30.9%。个护大盘销售额同比增速纸巾/湿巾卫生巾/私处护理纸尿

7、裤成人尿裤护理2020M633.8%67.9%34.8%44.4%2020M713.6%66.9%10.7%20.8%2020M87.4%22.4%6.6%20.5%2020M920.2%19.0%15.2%17.0%2020M1028.3%31.9%29.4%22.6%2020M1114.1%12.9%23.2%21.0%2020M12-11.4%5.5%8.7%6.2%2021M129.8%50.4%52.8%34.0%2021M2-37.5%-30.4%-41.1%-29.5%2021M3-14.4%-10.1%5.9%4.2%2021M4-20.5%-11.5%-11.0%-15.1%

8、2021M5-20.4%-19.7%0.3%-11.5%2021M6-5.7%13.4%5.8%-14.1%2021M7-18.0%-21.2%0.9%-15.1%2021M8-15.2%-5.2%3.3%-19.7%2021M9-27.8%-15.1%-16.9%-28.6%2021M10-30.4%-12.4%-18.0%-36.2%2021M11-13.9%-4.9%-20.1%-31.5%2021M12-9.3%-13.6%-23.9%-14.7%2022M1-15.0%-22.3%-22.2%-30.9%1.2纸巾/湿巾：洁柔增长稳健，CR4市占率持续提升数据来源：淘数据，东吴证券研

9、究所2022M1手帕纸、棉柔巾/洗脸巾降幅缩小，细分品类看，高端细分中保湿纸巾增速较快，厨房纸巾、湿厕纸同比增速为正。2022M1纸巾/湿巾品类阿里平台销售额同比-15.0%，环比-22.4%。细分品类来看，2022M1传统品类抽纸、卷筒纸销售额同比分别下降14.1%、14.8%，环比分别-22.2%、-26.4%；高端细分品类厨房纸巾、湿厕纸2022M1销售额同比增速5.9%、4.9%，环比分别+56.2%、-7.2%。62022M1纸巾/湿巾品类销售额同比增速2020M12-2022M1纸巾/湿巾细分品类销售额占比抽纸卷筒纸湿巾手帕纸棉柔巾/洗脸巾厨房纸巾家用防油贴纸平板卫生纸湿厕纸保湿纸

10、巾2021M152.9%20.3%9.2%2.8%5.0%1.9%1.2%1.5%1.9%2.0%2021M253.6%19.9%6.5%4.2%5.7%3.2%1.3%1.3%2.1%1.3%2021M354.2%22.1%5.3%3.7%5.5%1.8%0.6%1.3%2.9%1.7%2021M452.7%21.3%5.9%5.0%4.7%2.9%0.5%1.2%2.9%1.7%2021M554.5%22.3%6.0%3.3%4.9%2.0%0.6%1.2%2.7%1.3%2021M653.1%22.0%5.4%2.4%6.2%1.8%0.4%1.1%3.9%2.7%2021M753.1%

11、20.3%6.9%3.7%5.0%2.2%0.8%1.5%3.7%1.3%2021M852.8%19.9%7.4%3.5%6.1%2.3%0.7%1.3%3.4%1.4%2021M955.8%19.7%5.8%3.5%5.7%1.8%0.7%1.2%3.3%1.4%2021M1055.7%20.6%5.6%3.4%5.1%1.8%0.5%0.9%1.5%4.2%2021M1151.5%22.6%4.1%2.0%8.4%1.9%0.3%1.0%2.6%5.1%2021M1253.3%21.5%6.6%2.6%4.7%2.1%0.6%1.2%2.0%3.8%2021M1-1253.3%21.3%5

12、.9%3.1%5.9%2.1%0.6%1.2%2.8%2.7%2022M153.4%20.4%6.6%2.4%5.0%2.4%1.2%1.5%2.4%3.9%抽纸卷筒纸湿巾手帕纸棉柔巾/洗脸巾厨房纸巾家用防油贴纸平板卫生纸湿厕纸保湿纸巾2021M6-11.9%-15.8%11.6%6.4%14.5%-6.4%-48.1%-27.6%100.9%2021M7-22.5%-30.7%18.6%4.9%20.3%-39.9%-43.0%-24.5%82.4%2021M8-21.2%-24.8%12.6%12.3%-4.6%17.2%-38.8%-24.7%97.2%204.9%2021M9-31.9

13、%-34.6%-18.7%-18.5%-3.2%-24.4%-44.6%-29.6%41.6%114.5%2021M10-33.9%-37.2%-23.3%-18.0%-12.0%-32.2%-58.1%-49.3%-27.5%495.3%2021M11-17.5%-19.9%-29.4%-28.3%-5.8%-6.3%-49.8%-29.7%5.4%587.6%2021M12-6.7%-7.7%-16.7%-26.7%-40.4%-8.6%-30.7%-5.3%-24.0%63.6%2022M1-14.1%-14.8%-39.4%-27.9%-15.1%5.9%-18.1%-13.4%4.9

14、%62.4%1.2纸巾/湿巾：维达、洁柔增长稳健，CR4市占率持续提升数据来源：淘数据，东吴证券研究所头部品牌分化明显，洁柔在大盘下行阶段维持正增长。维达(含tempo）2022M1销售额增速强势，超15%；心相印销售额同比降幅持续较大。维达（含tempo）、洁柔、清风、心相印2022M1销售额同比分别+15.1%、+4.3%、-12.4%、-17.0%；2022M1市场销售额占比分别为20.75%（同比+5.4pp）、13.31%（同比+2.5pp）、7.88%（同比+0.2pp）、9.48%（同比-0.2pp）。7纸巾/湿巾主要品牌销售额同比增速纸巾/湿巾主要品牌销售额占比情况15.33

15、%20.75%19.48%22.47%10.86%13.31%10.29%13.40%7.65%7.88%9.96%8.81%9.72%9.48%9.38%9.41%43.6%51.4%49.1%54.1%0%20%40%60%80%100%120%2021M12022M12020M1-122021M1-12CR4心相印清风洁柔维达国际65.4%-39.1%11.7%-15.0%-5.4%12.7%-10.2%2.6%-15.8%-19.7%4.5%-13.7%15.1%60.4%-23.7%-7.9%15.6%8.1%7.1%6.5%24.0%8.7%8.1%8.2%24.2%4.3%-17

16、.8%-45.3%-10.4%-27.1%-44.1%-22.7%-31.2%-13.1%-40.2%-31.4%-23.8%5.0%-12.4%22.8%-24.5%-26.8%-18.2%-14.3%5.6%-33.9%-15.5%-24.7%-39.7%-7.7%-16.8%-17.0%-60%-40%-20%0%20%40%60%80%2021M12021M22021M32021M42021M52021M62021M72021M82021M92021M102021M112021M122022M1维达（含tempo）洁柔清风心相印62.5%15.5%9.7%3.7%3.0%5.5%0.1

17、%卫生巾裤型卫生巾私处洗液护垫卫生棉条私处保养其他1.3卫生巾：护舒宝增速提升，头部企业市占率持续提高数据来源：淘数据，东吴证券研究所2022M1裤型卫生巾、护垫增速较快。卫生巾/私处护理2022M1同比-22.3%。细分品类来看，2022M1裤型卫生巾销售额同比+13.0%，环比-17.5%；卫生巾销售额同比-22.5%，环比-30.2%；护垫销售额同比+10.1%，环比-20.5%；私处洗液、私处保养品类销售额同比分别-11.5%、-67.2% 。2022年M1裤型卫生巾、卫生巾、护垫、私处洗液、私处保养品类销售额占比分别为15.5%、62.5%、3.7%、9.7%、 5.5%，裤型卫生巾

18、、护垫渗透率提升速度较快。82022M1卫生巾/私处护理品类销售额同比增速2022M1卫生巾/私处护理品类销售额占比2020M12-2022M1卫生巾/私处护理细分品类销售额占比-22.5%13.0%-11.5%10.1%-1.8%-67.2%-80%-60%-40%-20%0%20%卫生巾裤型卫生巾私处洗液护垫卫生棉条私处保养卫生巾裤型卫生巾私处洗液护垫卫生棉条私处保养2020M1267.5%10.9%9.1%2.6%3.2%6.7%2021M162.7%10.7%8.5%2.6%2.4%13.1%2021M257.8%11.3%10.5%2.8%3.0%13.7%2021M370.4%1

19、1.5%8.4%2.6%3.3%3.7%2021M463.7%11.9%12.4%3.2%2.7%6.1%2021M564.2%10.8%10.7%3.4%3.2%7.6%2021M669.4%14.3%6.0%2.3%3.6%4.1%2021M760.8%11.8%11.2%4.3%3.4%7.9%2021M861.5%15.8%9.5%3.3%2.8%7.0%2021M963.8%14.5%9.5%3.1%2.6%6.3%2021M1067.4%14.7%8.1%2.6%2.5%4.5%2021M1172.1%16.3%4.9%1.8%2.6%2.2%2021M1265.5%13.8%9.

20、1%3.4%3.0%5.1%2021M1-1266.9%13.8%8.0%2.7%2.9%5.5%2022M162.5%15.5%9.7%3.7%3.0%5.5%数据来源：淘数据，东吴证券研究所乐而雅2022M1增速转正，护舒宝2022M1增速提升。护舒宝、乐而雅2022M1增速为正，2022M1同比分别+26.7%、+59.7%。苏菲、高洁丝、七度空间、abc、全棉时代、自由点2022M1同比分别下降17.4%、21.9%、26.9%、17.0%、22.7% 、 27.4% ，主要受高基数影响； 2022M1 相对于2020M1的两年复合增速分别为+26.3%、+61.0

21、%、+56.7%、-16.8%、+5.7%、+47.2%，高洁丝、七度空间、自由点品牌表现较为优秀。整体来看行业集中度持续提升，2022M1行业CR9同比提升10.4pp至63.7%，其中护舒宝、乐而雅2022M1年销售额占比同比增加6.8pp、4.4pp至17.5%、8.6%。9卫生巾品类主要品牌销售额同比增速1.3卫生巾：护舒宝增速提升，头部企业市占率持续提高卫生巾品类主要品牌销售额占比情况13.8%14.7%13.9%14.7%10.7%17.5%15.6%18.9%9.7%9.8%8.4%12.4%4.2%8.6%4.9%6.7%0%10%20%30%40%50%60%70%80%20

22、21M12022M12020M1-122021M1-12libresse自由点全棉时代abc七度空间乐而雅高洁丝护舒宝苏菲-10%7%21%-3%32%7%11%-18%-15%-16%-26%-17.4%-15%-27%12%0%62%4%48%6%21%4%14%26.7%-22%42%78%22%44%44%64%8%30%37%4%-21.9%-48%7%35%23%81%23%87%10%26%29%-10%59.7%-47%-16%-25%-27%-16%19%17%-23%-8%-9%-13%-26.9%-60%-11%-32%-10%2%28%41%-31%-21%4%2%-1

23、7.0%-80%-60%-40%-20%0%20%40%60%80%100%2021M22021M32021M42021M52021M62021M72021M82021M92021M102021M112021M122022M1苏菲护舒宝高洁丝乐而雅七度空间abc16.44%14.23%16.59%18.20%9.87%7.14%8.47%8.29%5.65%6.44%6.50%7.13%7.64%7.95%6.84%8.06%1.12%1.36%1.10%1.56%1.91%1.19%2.53%1.97%0%5%10%15%20%25%30%35%40%45%50%2021M12022M120

24、20M6-122021M1-12comfrey/康福瑞（豪悦）tena/添宁（维达）安而康（恒安）drp/包大人（维达）周大人可靠1.4成人失禁护理：大盘表现偏弱，包大人、添宁份额提升数据来源：淘数据，东吴证券研究所2022年M1大盘表现偏弱，包大人、添宁份额提升。2022年M1成人失禁用品大盘销售额同比下滑30.9%。2022M1头部品牌中销售额同比增长均为负，包大人、添宁降幅收窄。康福瑞、周大人、安而康、可靠、包大人、添宁2022M1销售额同比分别下降57.0%、50.0%、28.1%、40.1%、21.2%、15.8%。可靠、周大人、康福瑞2022M1销售额占比分别同比下降2.2pp、2

25、.7pp、0.7pp至14.2%、7.1%、1.2%，包大人、安而康、添宁占比分别同比上升0.8pp、0.3pp、0.2pp至6.4%、7.9%、1.4% 。2022M1 CR6下降4.3pp至38.3%。10成人失禁护理主要品牌销售额占比成人失禁护理主要品牌销售额同比增速-2.8%-37.0%-19.1%-21.0%-20.6%-31.8%-30.0%-35.7%-50.0%5.0%-1.2%-6.3%-12.5%-17.7%-29.7%-10.3%-26.4%-21.2%24.3%11.8%4.1%-6.3%-21.2%-19.5%-17.2%-24.6%-28.1%61.2%117.1%

26、70.9%65.7%22.6%4.4%-5.5%-39.9%-15.8%58.7%21.5%-3.4%17.5%-59.5%-51.9%-57.4%-46.4%-57.0%-100%-50%0%50%100%150%2021M52021M62021M72021M82021M92021M102021M112021M122021M1可靠周大人drp/包大人安而康tena/添宁comfrey/康福瑞2022M1婴儿尿裤总体同比下降22.2%，降幅较上月略有收窄。细分品类来看，布尿裤/尿垫、拉拉裤同比增速为正，高端化趋势明显。 2022M1布尿裤/尿垫同比上升32.3%，环比上升2.1%，纸尿裤、拉拉

27、裤、纸尿片、特护尿裤同比分别下降36.3%、10.1%、60.1%、28.9%,环比分别为-3.2%、+3.1%、-18.7%、-34.7%；布尿裤/尿垫、拉拉裤、传统纸尿裤2022年M1销售额占比分别为8.7%、47.4% 、43.5% ，同比+3.6pp、+6.4pp、-9.6pp。1.5婴儿尿裤：行业高端化趋势明显，国产品牌份额持续提升数据来源：淘数据，东吴证券研究所112020M12-2022M1婴儿尿裤细分品类销售额占比2022M1婴儿尿裤细分品类销售额占比2022M1婴儿尿裤细销售额同比增速-36.3%-10.1%32.3%-60.1%-28.9%30.4%-56.1%-80%-6

28、0%-40%-20%0%20%40%43.5%47.4%8.7%0.3%0.1%纸尿裤拉拉裤布尿裤/尿垫纸尿片特护尿裤其他尿裤周边纸尿裤拉拉裤布尿裤/尿垫纸尿片特护尿裤其他尿裤周边2021M153.1%41.0%5.1%0.6%0.1%0.0%0.0%2021M254.1%38.1%7.3%0.4%0.1%0.0%0.0%2021M348.1%44.7%6.5%0.5%0.1%0.1%0.0%2021M447.2%44.6%7.6%0.4%0.1%0.1%0.0%2021M545.4%42.0%12.1%0.3%0.1%0.1%0.0%2021M644.7%47.0%7.9%0.2%0.2%0

29、.1%0.0%2021M745.0%38.7%15.7%0.2%0.3%0.1%0.0%2021M845.1%41.3%13.2%0.2%0.1%0.1%0.0%2021M944.3%43.7%11.6%0.2%0.1%0.1%0.0%2021M1042.7%42.2%14.7%0.2%0.1%0.0%0.0%2021M1142.2%48.1%9.3%0.3%0.1%0.0%0.0%2021M1245.0%46.0%8.5%0.4%0.1%0.0%0.0%2021M1-1245.9%44.0%9.6%0.3%0.1%0.1%0.0%2022M143.5%47.4%8.7%0.3%0.1%0.0

30、%0.0%分品牌来看，2022M1碧芭宝贝、babycare保持高增速；帮宝适、花王/妙而舒、mooy降幅收窄。碧芭宝贝、babycare2022M1销售额同比增长58.4%、30.3%，帮宝适、花王、moony2022年M1销售额同比分别下滑6.5%、29.1%、56.6%，降幅有所收窄。整体来看高端产品市场份额持续提升，2022M1行业CR6同比提升6.9pp至47.8%。其中好奇、帮宝适、花王/妙而舒、moony、babycare、碧芭宝贝2022M1销售额占比分别为18.3%、12.7%、3.3%、2.9%、7.4%、3.1%，同比分别+2.9pp、+2.1pp、-0.3pp、-2.3

31、pp、+3.0pp、+1.6pp。121.5婴儿尿裤：行业高端化趋势明显，国产品牌份额持续提升婴儿尿裤品类主要品牌销售额同比增速婴儿尿裤品类主要品牌销售额占比数据来源：淘数据，东吴证券研究所15.4%18.3%11.0%16.3%10.6%12.7%12.5%12.3%3.7%3.3%5.1%4.2%5.3%2.9%5.2%4.5%4.4%7.4%5.8%7.7%1.5%3.1%2.0%3.1%0%10%20%30%40%50%60%2021M12022M12020M1-122021M1-12碧芭宝贝bc babycaremoony花王/妙而舒pampers/帮宝适huggies/好奇89.8

32、%89.8%41.7%21.9%25.1%9.7%-0.7%29.8%-0.4%-7.5%-20.7%-20.7%-13.0%-29.4%53.2%-1.4%13.6%-23.9%-35.1%-29.1%26.5%26.5%12.3%12.5%3.6%-31.9%-34.7%-42.3%-60.5%-56.6%88.3%88.3%60.9%74.0%16.1%4.6%10.3%4.4%-14.8%30.3%101.2%101.2%123.3%124.5%146.2%25.0%28.9%-33.3%87.6%58.4%-100%-50%0%50%100%150%200%2021M52021M52

33、021M62021M72021M82021M92021M102021M112021M122022M1huggies/好奇pampers/帮宝适花王/妙而舒moonybc babycare碧芭宝贝2.软体行业2022M1阿里电商数据跟踪132.1软体大盘：2022年1月软体销售额同比增长56.5%2022年1月，软体品类整体在沙发品类高速增长的带动下，持续高增。2022M1 软体整体销售额同比+56.5% ，其中沙发销售额同比+91.1%，床垫销售额同比-20.5%。从整体占比来看，2022M1沙发品类销售额占比达84.3%，床垫销售额占比达15.7%。软体大盘

34、销售额同比增速品类销售额占比14数据来源：淘数据，东吴证券研究所注：红星美凯龙以邮费方式将线下销售额计入，导致实木沙发品类销售额偏差较大，实木沙发品类中减去该部分影响计算软体沙发床垫沙发床垫2021M1178.4%114.2%738.7%69.0%31.0%2021M2116.8%77.3%216.0%58.5%41.5%2021M368.8%60.6%94.7%72.4%27.6%2021M4-17.3%-16.9%-18.8%77.2%22.8%2021M5-21.4%-21.6%-20.6%77.6%22.4%2021M62.2%-7.5%26.2%64.3%35.7%2021M70.1

35、%3.6%-10.8%78.1%21.9%2021M827.8%35.4%5.7%79.0%21.0%2021M90.2%-4.8%14.6%70.3%29.7%2021M10-35.1%-44.5%-12.6%60.2%39.8%2021M1117.7%-17.9%80.4%44.5%55.5%2021M1239.0%73.8%-35.7%85.3%14.7%2021M1-1213.1%5.9%30.9%66.8%33.2%2020M1-1239.6%31.7%63.9%71.3%28.7%M1-12 2YCAGR25.6%18.1%46.5%2022M156.5%91.1%-20.5%84

36、.3%15.7%63.1%6.7%6.9%5.2%20.2%0.3%3.6%布艺沙发懒人沙发实木沙发沙发床皮艺沙发皮布沙发功能沙发2.2沙发：2022M1沙发主要品牌增速下滑，市占率下降数据来源：淘数据，东吴证券研究所懒人沙发2022M1增速亮眼。细分品类来看，懒人沙发2022M1销售额环比+177.3%，2022M1销售额占比为6.7%；沙发床和实木沙发2022M1销售额环比分别-43.9% 、-37.0%，2022M1销售额占比分别为5.2% 、6.9%；皮艺沙发和皮布沙发2022M1销售额环比分别-37.7%、-40.0%，2022M1销售额占比分别为20.2%、0.3%。152021M

37、1-2022M1沙发细分品类销售额占比2022M1沙发细分品类销售额占比2022M1沙发细分品类销售额环比增速注：功能沙发从21年3月起纳入细分品类统计范围-43.8%177.3%-37.0%-43.9%-37.7%-40.0%-80%-30%20%70%120%170%220%布艺沙发懒人沙发实木沙发沙发床皮艺沙发皮布沙发布艺沙发懒人沙发实木沙发沙发床皮艺沙发皮布沙发功能沙发2021M144.4%4.5%16.3%9.8%22.7%0.9%2021M242.2%4.7%17.2%9.5%24.1%1.0%2021M344.0%3.1%15.9%9.8%24.1%0.8%1.1%2021M44

38、1.3%2.9%14.1%10.8%27.0%0.8%1.9%2021M541.7%2.7%15.7%10.9%25.2%0.8%1.6%2021M641.7%2.8%13.3%9.7%27.0%0.6%3.8%2021M742.6%2.6%18.7%11.0%21.8%0.9%1.2%2021M864.2%2.1%10.4%5.8%16.3%0.5%2.1%2021M958.0%3.2%11.1%5.8%20.7%0.5%3.1%2021M1047.1%3.4%13.1%5.5%30.7%0.4%2.2%2021M1150.5%4.6%7.6%4.0%29.1%0.4%8.0%2021M12

39、66.7%1.4%6.4%5.5%19.2%0.3%1.3%2022M163.1%6.7%6.9%5.2%20.2%0.3%3.6%数据来源：淘数据，东吴证券研究所2022M1顾家家居、芝华仕、林氏木业、源氏木语、全友沙发品类销售额份额分别为3.3%、1.1%、1.7%、1.0%、0.3%。（注：增速受统计口径影响不具有可比性）16沙发主要品牌2022年1月增速2.2沙发：2022年1月沙发主要品牌市占率环比上升5.9%2.5%5.4%1.7%10.0%1.4%4.8%1.1%3.0%0.6%1.9%0.3%7.3%0.9%2.7%3.3%2.1%1.0%1.4%1.0%0%5%10%15%2

40、0%25%30% 2021M11 2021M12 2021M1-12 2022M1林氏木业cheers/芝华仕quanu/全友kuka/顾家家居源氏木语47.8%11.3%35.5%1.8%2.1%0.1%乳胶床垫椰棕床垫弹簧床垫记忆棉床垫棕榈床垫凝胶床垫2.3床垫：梦百合增速靓丽，弹簧床垫销售额占比提升数据来源：淘数据，东吴证券研究所2022M1弹簧床垫销售额占比呈提升趋势。从床垫细分品类看，乳胶床垫2022M1销售额同比-39.8%，销售额占比为47.8%；弹簧床垫2022M1销售额同比+45.3%，销售额占比为35.5%；椰棕床垫2022M1销售额同比-32.3%，销售额占比为11.3%

41、；棕榈床垫2022M1销售额同比-32.9 % ，2021年销售额占比为2.1%。172021M1-2022M1床垫细分品类销售额占比2022年M1床垫细分品类销售额占比2022M1床垫细分品类销售额同比增速-39.8%-32.3%45.3%-32.9%-50%-40%-30%-20%-10%0%10%20%30%40%50%乳胶床垫椰棕床垫弹簧床垫棕榈床垫乳胶床垫椰棕床垫弹簧床垫记忆棉床垫棕榈床垫凝胶床垫2021M163.1%13.3%19.4%0.0%2.5%0.0%2021M276.4%8.9%12.2%0.3%1.4%0.0%2021M354.8%17.1%16.9%6.0%2.3%0

42、.1%2021M455.8%17.7%20.6%2.0%2.3%0.3%2021M551.1%19.5%23.1%2.2%2.4%0.3%2021M659.8%13.1%21.0%2.1%2.0%0.9%2021M746.1%20.0%27.1%2.1%2.7%0.2%2021M849.1%17.9%26.6%2.0%2.6%0.2%2021M937.2%9.3%48.6%1.5%1.5%0.2%2021M1035.0%7.3%49.9%1.7%3.7%0.3%2021M1125.4%55.8%15.9%0.7%1.2%0.2%2021M1238.7%11.3%43.2%2.6%2.3%0.2

43、%2022M147.8%11.3%35.5%1.8%2.1%0.1%数据来源：淘数据，东吴证券研究所梦百合份额快速提升。2022M1梦百合售额同比增长43.5%，2022M1销售额占比达3.8%（同比+1.7pp），2022相对于2020年的2年CAGR为4825%；喜临门、顾家、芝华仕、慕思、雅兰2022M1销售额同比分别为-65.7%、-42.2%、-82.2%、-47.6 %、-57.3%，销售额占比分别为9.3%（同比-12.3pp）、 0.8% （同比-0.3pp）、 0.4% （同比-1.2pp）、 4.9% （同比-2.5pp）、 3.1% （同比-2.7pp）。18床垫主要品

44、牌销售额同比增速床垫主要品牌销售额占比2.3床垫：梦百合增速靓丽，弹簧床垫销售额占比提升喜临门梦百合顾家芝华仕慕思雅兰2021M1872.5%338.5%206.8%197.0%351.9%304.3%2021M22693.4%272.1%80.0%94.3%265.3%273.4%2021M3398.3%617.1%116.7%43.3%121.9%96.7%2021M4-47.2%208.9%71.1%-11.5%2.9%1.3%2021M51.0%293.2%130.9%-28.8%4.5%-9.0%2021M683.4%307.8%-23.8%75.9%-5.9%45.4%2021M7

45、9.3%242.9%-28.5%-8.3%20.7%1.4%2021M890.3%148.9%-40.9%65.9%56.6%-11.2%2021M9-27.5%115.3%-74.1%-32.4%53.1%0.3%2021M10-83.9%155.1%-68.6%-77.0%-42.0%330.8%2021M1129.2%64.3%-68.3%-17.8%27.1%-15.4%2021M12-38.3%180.9%-76.9%-88.4%-53.5%-62.0%2022M1-65.7%43.5%-42.2%-82.2%-47.6%-57.3%13.7%13.8%9.3%13.4%1.4%6.

46、2%3.8%3.3%0.6%0.8%0.8%0.9%0.9%0.3%0.4%1.3%4.3%4.9%4.9%5.1%3.5%3.5%3.1%5.0%0%5%10%15%20%25%30%35% 2021M11 2021M12 2022M1 2021M1-12喜临门梦百合顾家芝华仕慕思雅兰3.文具行业2022M1阿里电商数据跟踪19文具：文具大盘延续下滑，晨光份额同比上升文具板块销售额同比持续为负。2022M1文具总体销售额同比下降19.3%，主要受春节假期影响。细分品类来看，画具/画材/书法工具下滑幅度较小，受双减政策影响程度低，书写工具、纸张本册、画具/画材/书法工具和日常学习用品2022M

47、1销售额同比分别下降 44.7% 、 36.2% 、19.4%、28.5%。2020M12-2022M1文具分类销售额占比202022M1文具细分品类销售额同比增速数据来源：淘数据，东吴证券研究所-5.1%-12.7%-26.3%-26.6%-44.7%-54.4%-45.5%-38.6%-44.7%-4.1%5.1%-6.3%-16.4%-23.4%-42.4%-42.4%-18.4%-36.2%-17.8%9.5%-8.6%5.3%3.5%-32.0%-23.0%-0.1%-19.4%6.9%-13.9%-40.8%-7.2%-27.0%-43.2%-41.3%-19.5%-28.5

48、%-19.3%-10.5%-17.0%-17.6%-25.9%-48.0%-44.0%-24.0%-42.5%-32.3%-24.4%-17.0%-18.1%-21.2%-36.5%-31.9%-24.2%-45.6%-60%-50%-40%-30%-20%-10%0%10%20% 2021M5 2021M6 2021M7 2021M8 2021M9 2021M10 2021M11 2021M12 2022M1书写工具纸张本册画具/画材/书法工具日常学习用品收纳陈列装订用品书写工具纸张本册画具/画材/书法工具日常学习用品收纳陈列装订用品其他2021M119.3%16.7%12.4%8.8%7.

49、8%1.3%33.6%2021M221.7%15.1%12.9%11.6%8.0%1.2%29.6%2021M322.3%15.1%13.1%9.2%9.0%1.7%29.7%2021M420.1%15.4%11.6%8.5%8.8%1.5%34.2%2021M520.3%15.1%10.6%11.5%8.0%1.3%33.2%2021M618.5%15.2%13.2%9.4%8.2%1.3%34.2%2021M716.2%16.0%12.5%9.6%8.4%1.3%35.9%2021M817.3%14.4%13.7%14.3%8.8%1.2%30.2%2021M916.4%15.4%17.4

50、%10.1%8.9%1.3%30.7%2021M1018.7%15.1%14.9%9.2%8.2%1.5%32.3%2021M1118.0%13.7%13.4%8.2%7.2%1.3%38.1%2021M1215.6%17.1%12.8%8.1%7.2%1.1%38.2%2022M116.6%16.6%15.6%9.7%7.0%1.1%33.3%2022M1晨光文具（销售额）份额同比+0.6pp。2022M1得力销售额同比-43.4%，环比-39.0%，销售额占比同比-0.9pp至6.6%；晨光2022M1销售额同比-27.0%，环比-26.7%，销售额占比同比+0.6pp至5.2%，环比+0

友情提示

1、下载报告失败解决办法
2、PDF文件下载后，可能会被浏览器默认打开，此种情况可以点击浏览器菜单，保存网页到桌面，就可以正常下载了。
3、本站不支持迅雷下载，请使用电脑自带的IE浏览器，或者360浏览器、谷歌浏览器下载即可。
4、本站报告下载后的文档和图纸-无水印,预览文档经过压缩，下载后原文更清晰。

本文（轻工制造行业专题：2022M1个护家具阿里电商跟踪报告-220221（24页）.pdf）为本站（X-iao）主动上传，三个皮匠报告文库仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对上载内容本身不做任何修改或编辑。若此文所含内容侵犯了您的版权或隐私，请立即通知三个皮匠报告文库（点击联系客服），我们立即给予删除！

温馨提示：如果因为网速或其他原因下载失败请重新下载，重复下载不扣分。

上海品茶

轻工制造行业专题：2022M1个护家具阿里电商跟踪报告-220221（24页）.pdf

轻工制造行业专题：2022M1个护家具阿里电商跟踪报告-220221（24页）.pdf