October 18, the domestic authority of the market research institutions in Yiren issued a refrigerator 2017 the first 3 quarters of market data, Haier refrigerator market share of 31.14%, an increase of 3.33%. Haier refrigerator 'thriving' type of development momentum to the industry Refrigerator brand is facing a huge 'high pressure difference.' In the first half of the refrigerator industry, the overall retail sales growth of 1.2% of the case, Haier refrigerator continued the strength of the global NO.1 to the end of the third quarter retail sales increased by 11.95% Performance, in one fell swoop pull the industry as a whole is turned negative, so that the industry increased year by year to 0.13%.
From the data can be seen in the first half of the refrigerator industry as a whole retail negative growth situation, the reason, or from the current refrigerator market is facing 'two weak long squeeze' status, it is difficult to highlight the 'encirclement.' Two of them weak support upstream Chain prices, and the downstream market demand saturation; long squeeze refers to pseudo-intelligence, pseudo-high-end trend in the absence of new technologies and new products driven by the refrigerator market consumption mainly by inertia and just need to pull, it is difficult to open the market.
In fact, with the rapid increase in the holdings of the refrigerator market, the market has increased to the stock, replacement demand to become industry-led, to create a number of refrigerator companies to create a refrigerator, the refrigerator market is like a pool of stagnant water, the breeze can not afford the slightest ripples. The first refrigerator to meet the basic storage needs of users, but the second time, the third purchase of the refrigerator, the user on how to optimize the stored process to ensure that the minimum loss of food nutrition requirements become more obvious. But also to the current refrigerator business that the direction of development, that is, user needs as the center, really seize the sub-needs, is the next stage of the breakthrough.
Haier refrigerator can always maintain a leading position, the root cause is the product to match the needs of users to Haier full space preservation refrigerator, for example, for users of daily refrigerated room fruit and vegetable ingredients due to breathing loss of water, dry goods due to humidity and heavy tide, Equipped with precision control of wet and dry storage technology, in the realization of precision refrigeration preservation at the same time, but also fine points dry and wet areas to ensure that the wet area is not dehydrated storage, dry goods do not return to the tide.At the same time, for the frozen room white hair dry, , The loss of nutrition and other issues, the use of intelligent cooling room refrigeration technology, through the installation of refrigeration fan shielding device, intelligent adjustment defrost during the wind direction, to prevent hot gas during the frost into the freezer, to achieve constant temperature frozen, retain the original ingredients , And ultimately to provide users with fresh food such as home fresh storage experience.
In addition, in the era of consumer experience first, only concerned about the product itself is difficult to maintain long-term user sticky, but also need to be more in line with the user's mind consumption experience to make up, Haier refrigerator unique and innovative user interaction to maintain a larger growth Such as the recent Haier refrigerator steak thawed non-bloody video, through the realization of constant temperature freezing, to curb the temperature fluctuation due to large fluctuations in the ice crystal volume caused by thorn cells, so that the thawing thawed without blood, nutrition is not lost. Video allows users to intuitively perceive the preservation of the refrigerator effect, to achieve a good reputation spread, so as to drive sales continue to rise.
At present, the development of the refrigerator market has entered a new situation - to product structure transformation and upgrading, technological innovation, differentiation competition as the appearance of the market consolidation stage.Therefore, innovative products and innovative technology is particularly important for the refrigerator business. The first to develop refrigerated frozen all the subversive products, not only in the refrigerator industry under the new situation to tear out a hole, but also lead the industry turned negative, get rid of the bottom curve of the smile to achieve the industry trend of the lead.