Benefit from the sustained rapid growth of the domestic economy since the reform and opening up, China's refrigerator industry has shown leaps and bounds.China's refrigerator manufacturers have changed from the original introduction of pure and imitation mainly to independent research and development, focusing on innovation, refrigerator products in varieties, Great progress and development have been made in terms of specifications, technology, performance and quality, and the gap with the international advanced level has also been gradually narrowed.
Since 2005, the domestic refrigerator industry as a whole has witnessed a rapid development. According to the "Analysis of the Market Demand Forecast and Investment Strategy Analysis of the Refrigerator Industry" issued by Industry Research Institute of Foresight Industry, the output increased from 31.0558 million units in 2005 to 92,380,000 units, a compound annual growth rate of 9.51%. It is estimated that the total output of refrigerators in China will reach 98.832 million units in 2017, an increase of 6.9% over the same period of previous year.
China refrigerator output and forecast
Urban market earlier completed the popularity of the refrigerator, after experiencing a series of policies such as trade-in subsidies and energy subsidies, most of the city consumers have a certain product awareness of the refrigerator, retains some of the habits. City Market Quality Upgrade mainly reflected in the new wave of replacement, the consumer on the temperature structure of the refrigerator and the preservation effect began to have certain requirements, to French multi-door and cross 4 represented by the multi-temperature zone products continued high growth, preservation The effect has also become the focus of corporate communications.
According to the data, nearly 30% of the consumers in the urban market chose the multi-temperature zone products, among which French-style doors and cross-4s accounted for 15% and 11%, respectively, and the markets for other special-shaped door products such as multiple doors also rose rapidly. The products in the temperature zone fully meet the consumers' needs of sorting and delicately storing the ingredients and are in line with the delicate life attitude of contemporary young people. Meanwhile, in the urban market, especially in the first-tier cities, the two or three doors are still limited due to the restriction of housing structure Of the market space, including high-end air-cooled two or three doors in the frost-free and fresh the obvious advantages, but also become the urban market to upgrade the quality of growth.
The popularization rhythm of home appliances in the rural market is slower than the urban market, and the demand of each category is also different from that of the urban market, in which the refrigerator market focuses on the large volume demand, especially the large-volume open door product. In terms of the rural market, there are basically no restrictions on the size of the refrigerator, on the other hand, the large open-air appearance to a certain extent, meet the psychological needs of consumers.In the rural market, the retail sales of open-door products accounted for nearly 18%, an increase over the previous year 3.1%. There is still room for further expansion in this market.
In summary, the characteristics of regional consumption have diverged.Enterprises face different regional markets need targeted product layout, to seize the opportunities for growth in the industry, while improving the overall efficiency of their product lines.