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春节假期期间各电商平台增长情况

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所属报告：

电子行业消费电子专题：行业底部明确看好消费电子拐点向上-230214（14页）.pdf

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表 1：春节假期期间各电商平台增长情况 ......................................................................... 3 表 2：全球智能手机分品牌分时期出货预测 ...................................................................... 5 表 3：iPhone15 创新点展望梳理 ...................................................................................... 9 表 4：安卓手机微创新展望 ............................................................................................... 9 表 5：智能手表主要升级方向梳理 .................................................................................. 10 表 6：Meta、苹果 2023 年 VR 产品展望 ........................................................................ 10 表 7：汽车电子趋势展望 ................................................................................................. 10 表 8：建议关注公司梳理 ................................................................................................. 11 ▍ 需求端：底部明确，看好 23-24 年“L”型行业回暖短期维度：春节消费显著复苏，消费者信心有望延伸至消费电子春节期间消费复苏显著，回暖趋势明确，消费者信心有望延伸至消费电子。根据国家税务总局数据，2023 年春节假期期间全国消费相关行业销售收入同比增长 12.2%，其中商品消费和服务消费分别同比增长 10.0%和 13.5%，我们认为主要由于 1）疫情影响逐步减弱；2）经济复苏背景下居民消费逐步改善。线下来看：春节期间商圈人流量指数处于高位。根据央视新闻统计的数据，除夕至初二之间商圈人流量指数有所下滑，初三开始强劲反弹，此后便一直居于高位，表明线下客流较去年明显改善，有望促进消费改善。线上来看：淘系、京东、美团和苏宁等主流电商平台均显著增长。根据 1 月 28 日浙江商务厅数据，2023 年春节黄金周期间阿里淘系平台浙江总交易额约 200 亿元，下单数约 2.5 亿次，十家电商平台交易额 6384.6 万元，同比增 8.3%，下单数 62.8 万次，同比增 5.5%；根据京东统计数据，小年至春节期间京东小时购同比增长 90%，而春节假期期间手机通讯、家用电器、医疗保健的成交额占比显著提升；根据苏宁易购发布的春节消费数据，全国可比电器店客流对比 2019 年持平略有增长，销售额增长 5%；美团发布的 2023 春节消费数据显示日均消费规模比 2019 年增长 66%。整体来看，春节期间线上、线下消费情况均显著改善，整体复苏回暖趋势明确，我们认为消费者信心有望延伸至消费电子端。

行业数据原图定位