GfK全球最新研究栏目，从国际化视角出发，以独家见解分享行业最新发展方向，助力企业精准掌握市场信息，抢先应对国际市场变化。

本期聚焦全球科技及耐用消费品细分市场，2021年该市场全球销售额同比增长12%，是创纪录的一年。不过，根据GfK预测，这一增长势头将在2022年有所减缓。

GfK全球最新研究

2021年，疫情导致消费者居家时间变长，促进了家居设备升级，并为全球科技消费品（TCG）市场带来了创纪录的收入。但2021年底，GfK专家预测，由于疫情限制的放松、供应链紧张以及需求饱和的趋势，这个迅速增长的势头将不会在2022年持续。

GfK科技消费品专家Ines Haaga表示：“在市场疲软的背景下，对零售商和制造商来说发现增长潜力、确保利润率变得更加重要。企业必须适应消费者的产品偏好，才能在2022年继续取得成功。”

高端化和自动化助力产品销售

高端化趋势仍然明显，因此，消费者更倾向于选择有更高性能或附加功能的创新产品和设备。例如，与去年同期相比，2022年初基站扫地机器人的销售额增长了182%，厚度不到18毫米的超薄笔记本电脑（7%）和65吋以上的电视（13%）的销售额增速也高于平均水平，尽管它们的价格较高，但是表现却优于低价的入门级型号。

自动化设备在今年也成功开局。自动化趋势在智能家居产品和其他产品中的体现都非常明显。2022年1~2月，欧洲七国（比利时、法国、德国、英国、西班牙、意大利和荷兰）的家庭自动化产品总体增长了15%，其中包括用于自动调节温度的智能恒温器、运动传感器以及能够提高家庭安全性的烟雾火灾探测器。

另一个受益于自动化趋势的产品类别是多功能家用电器。2022年1~2月，有自动烹饪功能的电饭锅、衣物烘干机和具有蒸汽或空气炸功能的迷你烤箱的增长率高于平均水平，与去年同期相比，其市场地位大大提高。此类多功能设备在一线城市尤其受到欢迎，因为这些地区的消费者希望在最大限度上利用有限的生活空间。

明智的消费者正在改变零售业的格局

进化的不仅仅是产品偏好。在疫情的推动下，消费者的购物行为也发生了变化，特别是在消费时使用网络的重要性增加了。gfknewronConsumer数据显示，62%的消费者在购买新设备前会使用线上、线下平台收集信息，因此购买产品前咨询信息的数量也在增加。消费者在购买新的科技设备时会更加仔细地阅读产品评论，这一行为相比之前也有了明显变化。

所有这些都意味着消费者更加明智，信息更加便捷，但消费者也变得更挑剔。“推荐”将和消费者未来购物有更高的相关度，也会产生巨大的影响。

同时，购买过程持续时间缩短——从研究产品到购买只需要几天时间，这给零售商和制造商都带来了挑战，因为获得客户的机会窗口非常小。“因此，拥有全渠道战略势在必行。”Haaga说，“以正确的方式将线上和线下活动联系起来，将确保市场在正确的时间和正确的信息下成功地吸引消费者，从而激活潜力并赢得买家。”

关于研究

GfK持续监测全球70多个国家（不含北美）技术消费品、影像、通信、信息技术、办公设备以及小型和大型家用电器领域的零售网点数据。所有的零售网点数据都源自GfK数据库。

gfknewron是集全球市场信息、消费者和品牌情报及人工智能建议于一体的综合智能咨询平台，为企业提供可落地和高度关联的洞察，助力企业迅速采取行动，增添可持续增长动能。该平台包括三个具体模块：gfknewron Market，旨在帮助企业了解市场和竞争对手；gfknewron Consumer，旨在深入洞察消费者；gfknewron Predict，基于市场数据和人工智能驱动的市场情报，为企业提供战略规划指导。

GfK Global Studies

The year after record revenue – market for technical consumer goods starts slow in 2022

Nuremberg, Germany, May 10, 2022 – With global revenue growing by 12 percent, 2021 was a record year for the consumer tech and durables segment. According to GfK forecasts, this momentum will decelerate in 2022. In the first two months of the year, revenue already declined by 3 percent compared to the same period last year. These are GfK’s findings ahead of the international TCG Summit in Vienna.

The pandemic induced opportunities and brought record revenue to the global technical consumer goods (TCG) market in 2021 as consumers spent more time at home and invested in home upgrades. At the end of last year, GfK experts had predicted that this momentum would not continue in 2022 due to the easing of pandemic restrictions, strained supply chains and a trend towards demand saturation.

“Against the backdrop of a weakening market, it is now even more important for retailers and manufacturers to identify growth potential and secure their margins,” says Ines Haaga, GfK expert for technical consumer goods. “Companies must adapt to consumer product preferences to continue to be successful in 2022.”

Premiumization and simplification trends propelling sales

Premiumization remains strong. Accordingly, consumers opt for innovative products and devices that promise improved features or additional functions. These include robot vacuum cleaners with docking and charging stations, which started 2022 with a 182 percent increase in revenue compared to the same period last year. Ultra-thin notebooks less than 18 millimeters thick (plus 7 percent) and TVs with a screen diagonal larger than 65 inches (plus 13 percent) also saw above-average growth despite their higher price point, outperforming the cheaper entry-level models.

Devices that simplify consumers’ lives also had a successful start to the year. The simplification trend is evident across smart home products, among others. Home automation products saw an overall growth of 15 percent in seven EU countries* from January to February 2022. These include, for example, smart thermostats for automatic temperature control, motion sensors and smoke or fire detectors that improve home safety.

Another product category benefiting from the simplification trend is household appliances that are multifunctional. Electric cooking pots including a rice cooking function, washer-dryers or mini ovens with a steam or air-frying function recorded above-average growth rates in the first two months of 2022 and improved their market position enormously compared to the same period of the previous year. Such multifunctional devices are particularly relevant in metropolitan areas, where consumers want to make the most of the limited living space available to them.

Smart consumers are changing the retail landscape

But it’s not just product preferences that have evolved. Accelerated by the pandemic, consumers’ shopping behavior has also changed. In particular, the importance of using the internet around purchasing has increased. According to global gfknewron Consumer data, 62 percent of consumers already use both online and offline platforms to gather information before purchasing a new device. This increases the number of information sources consulted pre-purchase. Reading product reviews has increased at an above-average rate especially when it comes to purchasing a new technical device.

All this means that consumers are smarter and better informed, but also becoming more selective. Recommendations have greater relevance and enormous influence on how consumer purchase in the future.

At the same time, the short duration of the purchase process, wherein it is just a few days from research to purchase, poses challenges for both retailers and manufacturers, as the window of opportunity for customer acquisition is extremely small. “Therefore, having an omnichannel strategy is imperative. Linking online and offline activities in the right way will ensure that the market succeeds in addressing consumers at the right time and with the right message to activate potential and win over buyers.”, says Haaga.

Aboutthe Study

Through its retail panels, GfK regularly collects POS data in more than 70 countries worldwide for the consumer electronics, photography, telecommunications, information technology, office equipment, and small and large household appliances sectors. All figures according to GfK panel market, Global excluding North America and presented in US-dollars.

gfknewron is an always-on platform that combines market, consumer and brand intelligence supercharged with AI-powered recommendations enabling companies to gain actionable and connected insights and act at speed to ignite sustainable growth. The platform offers three specific modules:gfknewron Marketfor market and competitor insights, gfknewron Consumer for an in-depth consumer understanding and gfknewron Predict that delivers recommendations for companies based on market data and AI-powered intelligence.

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