On October 18, Zhongyi Kang, the domestic authoritative market research agency, released the market data of refrigerators in the first three quarters of 2017. The Haier refrigerator market has accumulated 31.14% of the market, up 3.33% over the same period of last year. Haier's "Outstanding Performance" Refrigerator brands face a huge 'high pressure difference' .In the first half of the refrigerator industry, the overall retail sales growth of 1.2% negative case, Haier Refrigerator continues the strength of the global NO.1, to end the third quarter retail sales growth of 11.95% Performance, in one fell swoop pull the industry as a whole turnaround, so that the annual growth rate of 0.13%.
From the data we can see that in the first half of the refrigerator industry as a whole there is a negative retail growth situation, the reason, or from the current refrigerator market is facing the 'two weak head long squeeze' the status quo, it is difficult to highlight the 'encirclement.' Two of the weakness of the upstream supply Chain price increases, as well as the downstream market demand saturation; long squeeze refers to by the pseudo-smart, pseudo-high-end trend in the absence of new technologies and new products driven by the refrigerator market mainly by inertia and just pull, it is difficult to open the market.
In this view, the refrigerator market is like a pool of stagnant water, the breeze can not afford the slightest ripples, but in fact, with the rapid increase in the refrigerator market holdings, the market has incremental stock, replacement demand has become the industry-led, to create a large number of refrigerators A good opportunity.First refrigerator in the family to meet the basic needs of the user storage, but the second and third purchase of the refrigerator, the user how to optimize the storage process, to ensure minimum loss of food nutrition requirements more pronounced. Also to the current refrigerator business pointed out the direction of development, that is, to user needs as the center, to seize the real needs, is the next stage of the breakthrough.
Haier refrigerator can always maintain the leading position, the fundamental reason is that the product matches the user needs.With Haier full-area refrigerator, for example, the user daily refrigerator fruit and vegetable ingredients due to respiratory loss, dry food ingredients because of humidity and damp problems, the Equipped with precision control of wet and dry storage technology, precision cooling in the preservation of the same time, but also fine points wet and dry areas, wet storage to ensure non-dehydration, dry goods is not damp.At the same time, for the freezer ingredients hair dry hair, bleed bleed , Nutrition loss and other issues, the use of intelligent constant temperature freezing room technology, through the installation of frozen fan shelter, intelligent regulation of defrosting during the wind to prevent the heat in the defrosting period into the freezer, to achieve constant temperature and freezing, preserving the authentic ingredients , Ultimately providing users with a fresh supermarket-like storage experience like home ingredients.
In addition, in the era of consumer experience supremacy, only concerned about the product itself is difficult to maintain long-term user stickiness, but also need to make more consumer experience to make up for the user's mind, Haier Refrigerator unique and innovative user interaction for its growth to maintain a larger Such as Haier refrigerator steak unfrozen bloodstream video recently, through the realization of constant temperature freezing, to curb temperature fluctuations due to large ice crystals caused by piercing cells become larger, so that the steak does not thaw blood, nutrition does not drain. Video allows users to intuitively feel the freshness of the refrigerator, to achieve a good word of mouth spread, thus driving sales rising.
Nowadays, the development of the refrigerator market has entered a new phase - the market consolidation phase of the product structure transformation and upgrading, technological innovation and differentiated competition.Therefore, innovative products and innovative technologies for refrigerators enterprises is particularly important.Haier refrigerator The first to develop a disruptive cold-frozen products, not only in the refrigerator under the new situation torn a hole, but also lead the industry to turn positive, get rid of the bottom curve smile, to lead the development trend of the industry.