2017 has come to an end, the refrigerator companies in the doldrums of the market environment, many long-tailed companies were forced to transition or exit, once the new one is also faced with four golden flowers were forced to stop production .2017 is the refrigerator industry During the iconic year of development, the trend of oligopolistic competition has become increasingly evident and the process of market reshuffling has been accelerated. However, major mainstream brands in the countercurrent still hold high the banner of upgrading their quality and structure, and eventually the refrigerator market in 2017 will surrender a unsatisfactory transcript. According to the statistics, the number of refrigerators has been reduced by 50-70 in 2017. As of October this year, the share of TOP3 reached 54.4%, up 6.1%, the share of TOP5 reached 73.3%, up 8 points, and the TOP10 As of the end of November 2017, the offline market of refrigerators reached 65.55 billion yuan, down 4.1% from the same period of previous year; the online scale was 21.25 billion yuan, up 40.6% over the same period of last year.
In terms of output, China's domestic refrigerator output reached 7,822,000 units in November 2017, representing an increase of 10% over the same period of previous year. The cumulative production in January-November 2017 reached 872.425 million units, a cumulative increase of 12.6%.
January-November 2017 China household refrigerator output statistics
According to the "Research Report on the Market Prospect and Investment Opportunity of China's Refrigerator Industry in 2017-2022" released by the China Academy of Industrial Science and Industry Statistics, the output of household refrigerators in China reached 92.383 million units in 2016, with a total increase of 4.6% and 2017 Annual output of household refrigerators is about 9583.2 million units.
Summary 2017, adversity in the refrigerator there are still many bright spots
1) The product structure has been greatly upgraded, and the refrigerator market has undergone a rapid upgrading of product structure in 2017. According to the monitoring data of the Orvital Cloud Line: From January to November 2017, the sales volume of the multi-door market (including the Cross Four-door) was 41.7% , An increase of 6.6% over the same period of last year, opening sales 25.8%, an increase of 1%, two or three markets have shrunk rapidly; the industry average price of 3854 yuan, an increase of 14.3% .Among them, the average refrigerator price increased 20.8% The average price of the fastest growing companies.
2) Cross four-door refrigerator high-end. Cross four from its development of the year 2012 to 2017, the development has experienced six years.Ovia cloud network (AVC) offline monitoring data show: January-November 2017 cross four Refrigerator average 6866, compared with the average price of 4470 in 2012 has been significantly improved.Friday refrigerator average price has reached 1.8 times the industry average, many mainstream brands competing layout 8000 + cross four, four cross has grown Synonymous with high-end refrigerators.
3) Enterprises pay more attention to preservation technology. Experienced the popularity of air-cooled and variable frequency, this year, the technological upgrading of the refrigerator has returned to the essence of preservation. March 2017 Haier released the industry's only full-area refrigerator, cold preservation to create a full-space refrigerated products Pattern; November 2017 Meiling in Sanya, Hainan released a "frozen flavor, possession of fresh water molecules activated fresh preservation technology M Xian Sheng series of refrigerators, the refrigerator industry opened a change of fresh-keeping technology.
4) Frosty multi-door space from the Casa Di high-end F + series, to Hisense's TCL series, and then to the Meiling in the word door refrigerator, etc., all brands in the door body up and down enough .From the side also reflects Consumers have a strong demand for the multi-temperature classification of storage, the refrigerator has more than just for simple food storage.
Predict the development trend of the refrigerator in 2018
1) Structural adjustment will continue Due to supply-side reforms and environmental restrictions on production and other raw materials, raw materials such as steel and chemical raw materials supply is still relatively tight, we predict the cost of bulk raw materials will remain high or even likely to rise, raw material costs The pressure is still huge; coupled with the purchase of real estate after gradual cooling, the demand for home appliances market dropped significantly.Forced by the material cost and quality needs of the structural upgrade route will continue, but the relative slowdown in 2017. Select cross four-door consumption The proportion will stabilize, but the sales share will continue to rise; two or three direct cooling market will continue to shrink; 34 market will be more inclined to large and affordable on the refrigerator.
2) The Matthew effect is more obvious. With the high cost, many long-tail enterprises are forced to transition. Next year, more long-tail enterprises will be eliminated. Haier's 'one super and many strong' will continue Swallowed the market share of other brands.Large enterprises will be the structural upgrade rather than a simple price increase to cope with the cost pressure, which is fatal for long-tailed enterprise.Has strong constant 'Matthew effect will be more obvious.
3) fresh-keeping technology iteration into a new battlefield.With the release of various brands of fresh-keeping technology, next year will be a fresh-keeping technology battle, who mastered the forefront of preservation technology may have mastered the high-end market of stepping stone.Of course, now Not the era of wine is not afraid of the alley, the technical propaganda and product packaging is particularly important selling point.Requirements for consumers of refrigerators consumers are getting higher and higher.
4) The online and offline retail channel further intensified on December 11. On December 11, the signing ceremony of the strategic cooperation between Jingdong Appliances and Five Star Appliances was held in Beijing to launch the unbounded retail strategic cooperation in an all-round way. After the growth of e-commerce enterprises slowed down, With experiential marketing and traditional retailers constantly exploring new retail models, online and offline channel convergence is even more evident in 2018. Future online and offline spending is just a lifestyle and payment method.
New retail boom swept away, Ali, Jingdong and other Internet cafes began to march into the offline market, Suning, Gome, five-star channels such as large coffee also have a joint layout, into the rural market in rural areas. Just over a year time, the new retail Has been mushroomed across the country in full swing.
For the refrigerator industry, the challenges and opportunities brought by the new retail sales coexist: on the one hand, the integration of online channels and offline channels is an indisputable fact, and on the other hand, the channel sinking trend is also becoming increasingly evident Is the transformation of consumption structure brought by urbanization and the demand for upgrading and upgrading of home appliances after going to the countryside. There is a big room for growth in the rural market.
5) channel sink deep 34 markets .2008 appliances to the countryside so that the refrigerator market in the 34 fast popularization, 2018, the 10th anniversary of the policy of home appliances to the countryside, will face a new round of market 34 refrigerator Replace the tide in the tide who can seize the market opportunity who will be the sudden emergence of various refrigerator companies will actively layout 34 stores and landmark shops. Jingdong, Suning Tesco and other retail channels will continue to strengthen the 34 market Layout.