In a wave of price hikes, the refrigerator market in 2017 is drawing to a close. The cost pressure on the supply side and the sluggish demand side at the end of the year have prompted enterprises to continuously adjust their product mix and actively explore differentiated products to tap more market demand .
The current high prices of raw materials, the refrigerator industry will still be under pressure in 2018, the mainstream business concentration will be further higher, SMEs are facing the situation of being shuffled out. And cost pressures, the industry average price increase is inevitable, thin Market growth points and the layout of differentiated products or will become the industry's new growth point.Oviv cloud (AVC) forecast data show that in 2018 the refrigerator market is expected to retail volume of 33.96 million units, an increase of 0.6%, the estimated retail sales 96.4 billion yuan, an increase of 2.6% .In price, the average online price growth of 4.0%, the average offline growth of 7.0%, the entire channel by a substantial increase in online market share, the industry average price is diluted to some extent , An increase of 2.0% over the same period of last year.
First, the brand pattern continues to focus, SME or shuffled out
From the previous "Four Golden Flowers" to the present "1 + 4 + N", the brand concentration in the refrigerator industry has been increasing year by year. The competition among domestic-funded enterprises is becoming increasingly fierce. The brands in Europe and the United States have remained basically steady. Focus on differentiated markets, small and medium-sized brands increasingly sad day.
On the one hand, the major home appliance market demand release mainly from the replacement, of which the refrigerator needs replacement accounted for more than 70% in the update demand, the brand influence and professionalism as an important reference in the consumer decision-making process, so the high-end On the other hand, facing the pressure of raw material costs, the scale and high-end advantages of small and medium-sized enterprises will be highlighted in addition to the high affordability of high-end products to cost pressures. In addition, the online market such as' Yunmi 'and' Gome 'entered the market with a slight increase in the number of brands. However,' Yunmi 'has certain brand appeal and inherent consumer groups.' The United States 'Obvious advantages of channels, online competition will be more intense, there is still room for optimization of the brand landscape.
Second, the market segments are different, different products emerge in an endless stream
Air-cooled two or three doors still need space
In the price competition in 2016, the spread of air-cooled and direct-cooled products in two or three doors was almost flattened, and the air-cooling technology in two or three markets rapidly infiltrated. Therefore, while the share of two or three in the major trend of structural upgrading Extruded, but two or three air-cooled products still have some market stock.
2. Frequency infiltration is almost completed, it is difficult to drive the price increase on the door
For the time being, the open door market was used as a sharp weapon in the price war in the refrigerator industry. As a result, the volume of retail sales below 3K has reached as high as 20%. In 2017, the year 2017 saw a sharp structural adjustment in the open door market. According to AVC offline monitoring data, In 2017, the average price of door-to-door products was 5,675 yuan, up 5.5% over the same period of 2006. The positive growth was due to the rapid infiltration of frequency conversion products. However, according to the analysis of AVC, AVC left the infiltration of frequency conversion, Limited, the price is expected to rise only slightly.
3. Differentiated products to find incremental
Air-cooled, variable frequency universal, steady and slow development of intelligence, the market is currently lack of disruptive and revolutionary technology, product serious homogeneity, differentiated product layout highlights the enterprise's research and development and innovation capabilities. , Gradually increase the level of business participation, the door will be greatly enriched the structure of the refrigerator in the future, ultra-thin and free embedded products on the space savings and a second-tier cities with high prices, the national preservation standards continue to improve, keeping fresh technology Breakthrough, will provide consumers with high-quality refrigerators for reference.
Taken together, the demand for refrigerators is not strong, and the operating costs of superposition enterprises have risen and the competition intensified. In the future, competition in the industry will become the competition of comprehensive strength. In 2008, SMEs still rely mainly on survival, while mainstream enterprises focus on optimizing product mix and strengthening Key markets, to enlarge their own advantages of differentiated products.