According to Orville cloud network data, as of the end of November 2017, the offline market size of the refrigerator was 65.55 billion yuan, down 4.1% from the same period of last year; the refrigerator market in 2018 Estimated retail volume of 33.96 million units, an increase of only 0.6%, almost stagnant .Spin technology that, in addition to market factors, or three factors to speed up the elimination of small and medium-sized brands.
First, the brand concentration increased.
From the former 'Four Golden Flower' to the present '1 + 4 + N', the refrigerator industry brand awareness is more and more concentrated.
According to public figures, as of October 2017, top3 brand share reached 54.4%, up 6.1%; top5 brand share reached 73.3%, up 8%; top10 brand share reached 90%, up 3.7%.
The enhancement of the head brand concentration not only reflects the increasingly obvious trend of oligopolistic competition, but also speeds up the elimination of small and medium-sized brands. According to public figures, the number of refrigerator brands in 2017 has been reduced by 50-70.
Nail technology that two reasons for head brand obvious advantages:
On the one hand, the renewal demand, the big brand has greater advantages.Large appliances such as refrigerators, the main reason for the replacement into the market release.According to Orville cloud network data show that over 70% of consumers have replacement washing machine Of the demand.In such demand, with the continuous promotion of consumer upgrades, brand influence and product quality has become an important factor in consumer choice, especially in the high-end market, the head brand more dominant.
On the other hand, raw materials continued to rise, resulting in some SMEs unsustainable for the main low-end market for SMEs, the rising cost of the upstream, leaving companies unable to maintain self-sufficiency, resulting in the majority of SME funding chain rupture, Difficult or even out of the market.
Second, small and medium-sized brands lack the ability to differentiate.
Despite the obvious head brand awareness advantage, the near-stagnant markets also put head enterprises under pressure.
According to Ovid cloud data forecast, the refrigerator market in 2018 is expected to retail sales of 33.96 million units, an increase of 0.6%, an estimated retail sales of 96.4 billion yuan, an increase of 2.6%.
Although the refrigerator market will show a positive growth in 2018, the market will remain sluggish for refrigerators companies to worry about. "In the view of nail technology, the pressured market still has new room for growth, especially under the pressure of cost, the difference Product or into the industry a new growth point.
For the stagnant market, the mainstream brands have introduced their own differentiated products, strive to occupy a new round of growth in the refrigerator market to Haier, for example, in March, Haier released the industry's only full-area refrigerator, cold storage to create a new full-space refrigeration products Pattern, want to share a differentiated market share.
In order to better meet the consumer demand for multiple, classified storage of refrigerators, in June this year, Casa Imperial launched the new 'F + series' refrigerator.According to Zhong Yi Kang data show that in 2017, In January-July, Casa Di refrigerator with 28.6% share of more than ten thousand yuan high-end refrigerator market first.
In addition, Meiling, Hisense and other companies have also made efforts to launch differentiated refrigerators to seize the market, such as Meiling new 'M Xian Sheng series refrigerator', Hisense boutique 'DNT series multi-door refrigerator' and so on.
In summary, the demand in the refrigerator market is not prosperous, accelerated market segmentation, the mainstream companies have the ability to build their own ability to differentiate products, optimize product mix, to expand market share, and small and medium brands have no advantage in this regard.
Third, the influx of mainstream brands Third and fourth tier markets.
With the rise of new retail, Ali, Jingdong, Gome, Suning, Five Star and other channels to speed up the penetration of the line.Electrical companies join hands with traditional offline businesses, while exploring the new retail model, but also enhance the consumer On the product experience.This also reflects the side, the future consumption of home appliances will be online and offline multi-channel marketing form of integration.
And the main low-end market, different from the small and medium enterprises, mainstream refrigerator business channels more diverse; in addition to online payment, offline experience, the mainstream companies may rely on brand awareness, product reliability quickly won the favor of consumers.
In addition to Jingdong, Suning and other new retail layout of these three or four line market, the major refrigerator companies have also accelerated the pace of market layout of 34 lines, have set up stores.
Under the influence of new retail, the online and offline channel convergence has become a new trend.Main refrigerator companies seize the opportunity to deepen the market of 34 lines, exacerbating the squeeze of small and medium-sized brand of living space.
Nail technology that the refrigerator market has entered a period of slow growth, optimizing product mix, enhance differentiation capabilities, expanding channel coverage will become a key element for the survival and development of enterprises, and small and medium brands in the head brand squeeze, will face even greater Survival pressure, batch delisting or inevitable.