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所属报告：
【公司研究】格力电器-深度点评：渠道改革再启征程-210624（18页）.pdf
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2026-07-21
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市场规模
2026-07-21
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2025年GooglexKantarBrandZ中国全球化品牌50强榜单
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2026-07-21
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因此，在当下以消费者需求为导向的市场中，而格力自身产品和价格不具显著优势的情况下，若经销商仍按照以往模式提货，将面临产品难以卖出，而自身库存高企的状况。与此同时，当下终端价格变化较快，经销商若库存较高，又将存在较大的经营风险。基于此，经销商的积极性有所减弱，市场竞争力也进一步下滑，对应可以看到 2019 年开始格力线下市占率（KA口径）第一的地位多次被美的抢占。
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