又一趋势新品类爆发水暖毯连续3年在天猫成交增速超100%

作者：龚作仁文章来源：Laborer

2026-01-23 13:50

作者：龚作仁文章来源：Laborer

2026-01-23 13:50

邦小白快读

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水暖毯作为新兴取暖品类展现出强劲增长势头，关键数据与实操干货如下。

1. 增长数据：寒潮期间水暖毯搜索量暴涨277%，成交同比暴涨200%；连续三年天猫成交增速超100%，客单价提升31%。

2. 产品优势：相比传统电热毯，水暖毯通过水循环加热实现恒温、低干燥感舒适性高；价格200-2000元不等，中高端款支持分区独立控温或APP操控，材质亲肤提升睡眠质感。

3. 品牌案例：TOP5品牌包括环鼎、荣事达、彩虹、米家、海尔；新品牌米小舒、Q果等入驻天猫不到三年实现单品类年销售额破千万；家纺品牌如罗莱、水星跨界布局，拉动品类增长。

4. 实用启示：选择时可参考高性价比或智能款，通过天猫反馈优化选购，关注季节性需求波动。

水暖毯品类为品牌商提供营销、研发和竞争策略的深度洞察。

1. 品牌营销：天猫平台助力品牌高效增长，新商家开店当年成交破亿增长超40%，开店三年内276个品牌成交破亿；跨界案例如家纺品牌入局提升客单价31%。

2. 产品研发：消费趋势驱动智能化创新，如环鼎基于用户反馈推出分区控温功能，供应链成熟支持三个月快速升级投产；彩虹主推300-500元高性价比产品，年增速超250%。

3. 定价竞争：价格带从200元基础款到2000元高端款，A.O.史密斯聚焦高端市场均价2000元年增速超30%；双轮驱动策略如彩虹结合水暖毯与电热毯提升市场份额。

4. 用户行为：寒潮事件凸显需求激增，用户偏好舒适、低干燥感功能，推动材质和APP操控优化；市场细分机会体现在高性价比和高端定位并存。

水暖毯市场呈现高增长机会与可操作策略，卖家可把握变化应对风险。

1. 增长市场：连续三年天猫成交增速超100%，寒潮期间成交暴涨200%；新品牌如米小舒年销售额破千万，机会巨大客源丰富。

2. 消费需求变化：用户行为转向舒适智能产品，搜索量激增277%；事件应对如季节性寒潮驱动销售，正负面影响需关注竞争加剧风险。

3. 可学习点：品牌案例提供成功模式，环鼎产品迭代七代覆盖全价位，年增速超50%；彩虹双轮驱动策略年增速超80%；供应链成熟缩短生产周期至三个月。

4. 合作方式：天猫平台提供扶持，新商家超15万家入驻，招商机会多；差异化产品避免同质化，如延伸水暖技术至地暖垫实现新增长。

水暖毯品类为工厂带来生产设计需求和数字化转型启示。

1. 产品生产设计需求：智能功能如分区独立控温、APP操控成为核心，材质亲肤提升质感；热销款价格200-2000元，设计需覆盖基础到高端。

2. 商业机会：品类高增长吸引超200个品牌布局，新品牌快速成功；案例如环鼎延伸至地暖垫，2024年成交破亿元；彩虹主推高性价比产品年销售增速超250%。

3. 推进数字化启示：天猫用户反馈驱动产品迭代，供应链成熟缩短投产周期至三个月；工厂可合作优化生产，如环鼎七代产品升级启示快速响应市场。

水暖毯行业趋势凸显新技术与痛点解决方案，服务商可深化服务。

1. 行业发展趋势：成交连续三年增速超100%，国际品牌A.O.史密斯入局；市场规模扩大，新品牌276个成交破亿，整体增长势态强劲。

2. 新技术：水循环加热技术实现恒温、低干燥舒适性，静音运行；智能化功能如APP操控和分区控温，材质创新提升睡眠质感。

3. 客户痛点：传统电热毯干燥不适，水暖毯提供温和替代方案；品牌需解决竞争加剧问题。

4. 解决方案：环鼎通过用户反馈迭代产品优化痛点；彩虹高性价比策略覆盖需求；天猫平台数据洞察支持趋势把握，提供增长路径。

天猫平台在水暖毯增长中扮演核心角色，提供运营与招商支持。

1. 商业对平台需求：品牌需高效增长阵地，天猫提供用户反馈机制，驱动产品优化如环鼎三个月升级。

2. 平台最新做法：发布年度报告显示超15万新商家入驻，开店当年破亿品牌增长超40%；支持差异化产品崛起，拉动客单价提升31%。

3. 平台招商：超200个品牌推出水暖毯产品，新品牌如米小舒入驻三年内年销售额破千万；招商机会聚焦智能化新品类。

4. 运营管理：通过消费趋势把握如寒潮驱动需求，管理竞争；风向规避强调创新避免同质化，如跨界品牌入局扩大市场。

水暖毯产业揭示新动向与商业模式创新，提供研究价值。

1. 产业新动向：新品类高速增长，从寂寂无名到热门，连续三年增速超100%；跨界案例如家纺品牌入局，产业链延伸至地暖垫。

2. 新问题：竞争加剧风险，供应链要求高迭代速度；品牌需应对季节性需求波动。

3. 商业模式：环鼎产品迭代七代覆盖全价位，年成交破亿元；彩虹双轮驱动策略提升份额；A.O.史密斯高端定位均价2000元年增速30%。

4. 政策启示：数据显示天猫扶持新商家，开店三年内5026个品牌成交破千万；启示支持创新和中小企业发展，推动产业升级。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Water-heated blankets are emerging as a high-growth heating category, with key data and practical insights below.

1. Growth Data: Search volume surged 277% during cold snaps, with transactions up 200% year-over-year; Tmall sales have grown over 100% annually for three consecutive years, with average order value increasing 31%.

2. Product Advantages: Unlike traditional electric blankets, water-heated versions use water circulation for consistent warmth and low dryness, enhancing comfort. Priced from ¥200 to ¥2,000, mid-to-high-end models offer features like zonal temperature control or app operation, with skin-friendly materials improving sleep quality.

3. Brand Examples: Top 5 brands include Huanding, Royalstar, Rainbow, MiJia, and Haier; newcomers like Mi Xiaoshu and Qguo achieved annual sales exceeding ¥10 million in under three years on Tmall. Home textile brands like Luo Lai and Shuixing have entered the market, boosting category growth.

4. Practical Tips: Consumers can choose between cost-effective or smart models, leverage Tmall reviews for informed purchases, and consider seasonal demand fluctuations.

The water-heated blanket category offers deep insights for brand marketing, R&D, and competitive strategy.

1. Brand Marketing: Tmall drives efficient growth, with new merchants seeing over 40% sales growth to exceed ¥100 million in their first year; 276 brands surpassed ¥100 million in sales within three years. Cross-sector entries, like home textile brands, have lifted average order value by 31%.

2. Product R&D: Consumer trends fuel smart innovations; e.g., Huanding launched zonal temperature control based on user feedback, with mature supply chains enabling upgrades in three months. Rainbow focuses on ¥300-500 high-value products, achieving over 250% annual growth.

3. Pricing Competition: Price ranges span from ¥200 basic models to ¥2,000 premium ones; A.O. Smith targets the high-end segment with an average price of ¥2,000 and over 30% annual growth. Dual-strategy approaches, like Rainbow’s combination of water-heated and electric blankets, expand market share.

4. User Behavior: Cold snaps drive demand spikes, with preferences for comfort and low dryness pushing material and app-control optimizations; opportunities exist in both budget and premium segments.

The water-heated blanket market presents high-growth opportunities and actionable strategies for sellers to navigate risks.

1. Growth Market: Tmall sales have grown over 100% annually for three years, surging 200% during cold snaps; new brands like Mi Xiaoshu hit ¥10 million in annual sales, indicating vast customer potential.

2. Shifting Demand: Users favor comfort and smart features, with search volume up 277%; seasonal cold snaps drive sales but also intensify competition, requiring risk management.

3. Success Factors: Brands like Huanding iterated through seven product generations across all price points, achieving over 50% annual growth; Rainbow’s dual-strategy approach yielded over 80% growth. Mature supply chains shorten production cycles to three months.

4. Collaboration: Tmall supports over 150,000 new merchants with abundant opportunities; differentiation—e.g., extending water-heating technology to floor mats—avoids homogenization and sparks new growth.

Water-heated blankets highlight production design needs and digital transformation insights for factories.

1. Product Design: Smart features like zonal temperature control and app operation are core, with skin-friendly materials enhancing quality. Hot-selling models range from ¥200 to ¥2,000, requiring designs from basic to premium.

2. Business Opportunities: High growth attracts over 200 brands; newcomers succeed rapidly—e.g., Huanding expanded into floor heating mats, exceeding ¥100 million in 2024 sales. Rainbow’s value-focused products grew over 250% annually.

3. Digital Transformation: Tmall user feedback drives product iterations, with mature supply chains cutting production cycles to three months; factories can collaborate to optimize output, as seen in Huanding’s quick market response across seven generations.

Water-heated blanket trends underscore new technologies and pain-point solutions, enabling service providers to deepen their offerings.

1. Industry Trends: Sales growth exceeds 100% for three years, with international brands like A.O. Smith entering; over 276 new brands surpassed ¥100 million in sales, reflecting strong expansion.

2. New Tech: Water-circulation heating ensures constant temperature, low dryness, and quiet operation; smart features like app control and zonal heating, plus material innovations, elevate sleep comfort.

3. Customer Pain Points: Traditional electric blankets cause dryness; water-heated versions offer a gentle alternative. Brands must address rising competition.

4. Solutions: Huanding iterates products via user feedback; Rainbow’s value strategy meets diverse needs; Tmall data insights help track trends and identify growth paths.

Tmall plays a central role in water-heated blanket growth, offering operational and merchant support.

1. Platform Demand: Brands seek efficient growth channels; Tmall’s user feedback mechanism drives optimizations, e.g., Huanding’s three-month upgrade cycle.

2. Latest Initiatives: Annual reports show over 150,000 new merchants, with brands exceeding ¥100 million in year-one sales up 40%; support for differentiated products boosted average order value by 31%.

3. Merchant Recruitment: Over 200 brands launched water-heated blankets; newcomers like Mi Xiaoshu achieved ¥10 million annual sales within three years. Recruitment focuses on smart new categories.

4. Operations Management: Leveraging trends like cold-snap-driven demand helps manage competition; innovation avoids homogenization, as cross-sector brands expand the market.

The water-heated blanket industry reveals new dynamics and business model innovations, offering research value.

1. Industry Trends: The category grew from obscurity to popularity, with over 100% annual growth for three years; cross-sector entries (e.g., home textile brands) and产业链 extensions like floor mats signal evolution.

2. New Challenges: Rising competition and supply chain demands for rapid iteration; brands must adapt to seasonal demand volatility.

3. Business Models: Huanding’s seven-generation product iterations cover all price points, exceeding ¥100 million annual sales; Rainbow’s dual-strategy boosts share; A.O. Smith’s premium positioning (avg. ¥2,000) yields 30% growth.

4. Policy Insights: Tmall data shows 5,026 brands surpassed ¥10 million in sales within three years of opening shops, highlighting support for innovation and SMEs to drive industrial upgrading.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

寒潮来袭，又一个取暖新神器卖爆了。天猫数据显示，1月中旬这一周，水暖毯日均搜索量暴涨277%，成交同比暴涨200%。

新型取暖神器水暖毯，通过水循环加热实现恒温取暖，温度控制精准，相较于传统电热毯，因为水暖发热更加温和，低干燥感的舒适性更高。目前热销的水暖毯200元到上千元不等，中高端款更加智能化，可分区独立控温或APP辅助操控，材质亲肤提升睡眠质感。

水暖毯在天猫取得了持续三年成交超100%的高增长，是家电品牌争相布局的趋势新品类。截止2025年底，有超200个品牌在天猫推出水暖毯产品，目前，环鼎、荣事达、彩虹、米家、海尔成为天猫成交TOP5品牌，米小舒、Q果等7个入驻天猫不到3年内的新品牌，在天猫实现单品类年销售额破千万；罗莱、水星等家纺品牌跨界布局水暖毯，拉动品类整体客单价提升31%。

环鼎作为国内首批入局者，见证了水暖毯从“新物种”到热门品类全过程。“通过天猫旗舰店我们采纳了很多用户的意见反馈，推出了快速升温、均匀恒温、针对男女不同分区控温的细分产品。”环鼎品牌创始人吕海洋介绍，随着供应链更加成熟，一般三个月就可以完成新一代产品的升级投产。

如今，历经七代产品迭代，环鼎水暖毯从基础款至千元高端款全覆盖，天猫成交年增速超50%；并延伸水暖技术至地暖垫，实现新增长，2024年成交规模首次突破亿元大关，从细分赛道的寂寂无名者成长为品类标杆。

深耕取暖市场40余年的家电品牌彩虹，2020年开始布局水暖毯赛道，主推三百至五百元高性价比产品，在天猫年销售增速超250%。品牌电商负责人透露，2025年有3款水暖毯单品销售额破500万，品牌整体成交增速超80%，形成水暖毯与电热毯双轮驱动，提升彩虹在睡眠取暖市场的份额。

水暖毯品类高速增长，也吸引国际大牌的关注。2019年，A.O.史密斯进军水暖毯赛道，聚焦高端市场。A.O.史密斯依托热水技术，毯体不仅均匀发热，静音运行，还采用高档席梦思面料，提升睡眠质感。目前，品牌产品均价约2000元，天猫年增速超30%，成高端市场的代表性品牌。

天猫始终是品牌高效增长的最佳阵地，每年有众多品牌，通过对消费趋势把握，用差异化的产品从成熟品类中快速崛起。近期，天猫发布的《2025年度新品牌发展报告》显示：过去一年，超15万个优质新商家来天猫创牌，开店当年成交即破亿的品牌数量同比增长超40%；开店3年内的新品牌，276个年成交破亿，5026个年成交破千万。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

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FAQ回顾

什么是水暖毯，与传统电热毯相比有何优势？

水暖毯是通过水循环加热实现恒温取暖的新型产品，温度控制精准，发热温和且低干燥感，舒适性高于传统电热毯。

水暖毯在天猫市场的增长情况如何？

水暖毯在天猫连续3年成交增速超100%，2025年底超200个品牌入驻，环鼎、荣事达、彩虹、米家、海尔为成交TOP5品牌。

水暖毯的主要价格区间和功能特点有哪些？

水暖毯价格从200元到上千元不等，中高端款支持分区控温、APP操控，材质亲肤提升睡眠质感，客单价提升31%。

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