Recently, Xinfei Electric announced the discontinuation of If the new flight 'fall' is a mirror, it illuminates the refrigerator industry is facing major brands facing the harsh challenges.
In the mid-2017, the overall retail sales in the refrigerator industry recorded a negative growth of 1.2%. In 2016, the overall retail sales of refrigerators reached 32.35 million sets, an increase of 3.5% over the same period of the previous year, while the data provided the best answers. Retail sales of 84.1 billion yuan, a negative growth of 0.7%.
Refrigerator market saturation and negative growth, but also means that home appliances manufacturers ushered in the bottleneck of sales growth.For those on the scale, the strength is not weak and weak enterprises, there is probably only waiting for the torment can not go on Out, but for those who are still alive, identify the profit growth point into a top priority.
Where is the profit point?
Haier, the United States may be able to become a reference sample.
Data show that the Haier refrigerator market share in the first half of this year contrarian growth of 9.8% to 30.6% .Siemens ranked second.Micron at the end of 2016, the market share rose from fourth to third place, the share of share Up to 10.5%.
In the first half of the negative market growth environment, Haier, the United States has been steadily rising, with what? No more than the word high-end.
Do you still remember the "new middle class" frequently mentioned in the previous period? The new middle class, which is dominated by young people, has its own 'new' - new aesthetic, new consumption and new connections different from the traditional middle class. Interpretation of the information is the diversification of user needs.
Haier, the United States well versed in this road, rather than in the traditional market turmoil in the struggle, they choose to become the leader of new middle-class consumer trends, wake up the refrigerator market, 'new vitality' weapon is the high-end.
In order to meet the needs of users of storage, Haier developed a refrigerated wet and dry storage, frozen original space-full refrigerator; for a new generation of consumers are mostly Internet Aboriginal attributes, Haier created the first Xin kitchen Internet Refrigerator, with the intelligent hardware system, software technology and food ecosystem blessing, has become the major brands to follow suit to imitate the object.
The United States and the refrigerator is reflected in the high-end is to develop embedded, to create a differentiated advantage from the current sales data, the United States thin kitchen-built refrigerator products have won the market recognition, sales have entered the Yee Hong, Orville announced the sales TOP10 rankings, as the United States one of the important sales support refrigerator this year.
According to Guo Meide, vice president of Aowei Cloud Network, the spending power of refrigerators gradually increases and the high-end is an important direction for the development of refrigerators. According to the monitoring data of Aowei Cloud Network, the sales volume of refrigerators under the price range of 2000 yuan accounts for 30.6% of the total, up Down 5.5% .With the trend of declining sales of low-priced products on the contrary, the market sales of high-end products are gradually rising: the current 2000-4000 yuan price segment of the product market is relatively stable, accounting for more than 30%; 4000-6000 The sales volume of refrigerators with the price of RMB6,000 and above was 15.7% and 16.5% respectively, up 2.0% and 2.7% over the same period of last year.
It is gratifying that in the second half of the refrigerator manufacturers are gradually made high-end, such as M Fresh Health Refrigerator some time ago as a breakthrough in the Meiling, to 'fresh' to strengthen and enhance the high-end consumer market competitive position while Hisense is in More open the door, high-capacity, multi-functional industries such as the development trend, launched DNT high-end series, seeking profit and share growth.
Each manufacturer of high-end understanding and interpretation are different, or at least be different.Based on its own ability and characteristics, to find a suitable market-breaking way, the development trend of this industry is correct, the need for pain points tens of millions The market opportunity is always there.
As Wang Lei, vice chairman of China Household Electrical Appliances Association, said in the future, the consumer upgrade is the refrigerator market for a long time to grow the biggest driving force, if companies can grasp the trend of consumer upgrades, pay close attention to differentiated markets, developed to Differentiated products to meet consumer demand, we can smooth the market consolidation period.