Real estate restrictions have a hysteresis effect, keeping the number remains high, limited product replacement, the broader market in recent years, slightly sluggish refrigerator industry, raw materials soared in the past two years is even cast a shadow, but unfavorable factors Of the accumulation and can not hide the opportunities for the development of the industry, a comprehensive comparison of the number of institutions in the industry open data, we can speculate that the refrigerator industry in 2018 three major increases.

Cross 4, more door contrarian rise

With the demand for replacement, the refrigerator market in 2017 reached 33.76 million units, a decrease of 0.6% over the same period of last year. The sales of refrigerators amounted to 93.9 billion yuan, a slight increase from the same period of last year.

In the trend of consumption, raw material prices two major reasons, in 2017 refrigerator companies to actively optimize the product structure, the layout of high-end. New products from the point of view, the number of new products in 2017 increased, focusing on more than 6K price segment transfer, 8K price segment above Too many models, the higher the trend of the high end is bound to continue.

FY 2017 Refrigerator ASP Changes (Source: Alway Cloud Network)

From the average price, 2017 average price of refrigerators increased nearly 15%, of which, two straight, three direct cooling, two air-cooled, three air-cooled, four refrigerators prices have declined, and the average price Relatively high 5, 6, cross 4, on the refrigerator became a 'main upgrade', of which 5 refrigerator average price increase the most obvious increase of more than 25%. Product structure, 5, cross 4 Refrigerator retail sales have more than 2% of the scale of increase, of which the largest increase in cross-4 scale, nearly 27%.

Taken together, the cross four refrigerators, on the refrigerator, including the five-door multi-door refrigerators worth high iteration, focusing on pushing.

Air-cooled, inverter is still to be infiltrated

Has become the middle and high-end refrigerators standard air-cooled features, began to accelerate the infiltration of two or three doors in 2017 single door, direct cooling two doors, direct cooling three refrigerator substantial decline in retail sales, direct cooling three refrigerators fell even more than half , While two air-cooled, three to achieve growth.

In the other group, according to data from Yikang, in the online market last October 11, the internal air-conditioners in both refrigerators increased by 74.1% YoY, the retail sales volume reached 31.3%, the internal air-cooling in the three-door refrigerator increased by 102.9% and the retail sales Permeability reached 62.3%.

In 2017, the number of retail sales scale year-on-year (Source: Alway cloud network)

Frequency conversion can be described as a major feature of this year's function upgrades.Benefit from the implementation of new energy efficiency, companies take the initiative to adjust the product structure, public data show that in 2017 the total annual sales of variable frequency refrigerators increased 76.6%, accounting for 16.9% , Of which domestic sales of 10,868,000 units, an increase of 82.6%, accounting for 24.3% of the total sales volume, export 1.838 million units, an increase of 47.8%, accounting for 6.1% of the total export volume.

Taking the highly representative Double-11 online market last year as an example, the retail sales of variable frequency refrigerators increased by 138.1% over the same period of last year, accounting for 55.3% of the fixed frequency refrigerators. In the multi-door and side-by-side refrigerators, Reached 77.2%, 64.8%.

Data show that in the low-end market, air-cooled two or three still have some opportunities, frequency conversion is still a business to meet consumer upgrades a major entry point.

Seize the global opportunities

Under the downturn of the domestic market, overseas markets have become a big increment worth looking forward to. Refrigerator companies are also accelerating the expansion of overseas markets.

In 2017, the recovery of the global economy has become a big advantage for the refrigerator industry. Benefiting from the generally good growth of developed economies and the steady growth of emerging markets and developing economies, customs data show that in 2017, the export of refrigerators in China reached 30.271 million Taiwan, an increase of 12.7%.

In recent years, the United States and the United States have invested a large amount of capital and manpower to deploy a global scientific research network and adopted a series of measures to encourage scientific and technological innovation and patented inventions and accelerated the transformation and upgrading of scientific research. So far, Nearly 20 R & D centers are established around the world and overseas R & D centers are planned in countries such as Singapore.

On the other hand, Midea set up a joint venture company with Yaskawa to buy Toshiba, KUKA, GIC, AEG and Electrolux to launch a series of overseas activities and increase its market share for the first time in 2018 BrandZ China Top 50 Outbound Brands In the meantime, through continuous cooperation and acquisitions with overseas enterprises, the United States has improved its branch layout and promoted the intelligent and automated development of its pillar industries.

The picture shows the Haier refrigerator base in Pune, India. After the project was officially put into operation in November last year, the production capacity will reach 1.8 million units

Haier has created a cluster of home appliances brands including Haier, Casa Imperial, GE Appliances from the United States, Fisher & Paykel from New Zealand, AQUA from Japan, and Commander in Chief through the creation of a global brand.

January 25, Haier Appliances released the 2017 transition results show that the refrigerator export sales more than 70%. It is reported that the global distribution of Haier refrigerators, including North America, the United States, Mexico and other places, Haier refrigerator built in South Carolina, Di Kate, Louisville, Selmer and other eight factories, mainly produces TM, BM and other products. In addition, Haier in Europe in Russia, Thailand in Southeast Asia, Vietnam, Indonesia, South Asia in India and Pakistan, Nigeria, Middle East and Africa have factories layout.

Cost pressures, industrial upgrading and other factors under the catalyst, the refrigerator industry reshuffle intensified Matthew effect staged, brand concentration increased year by year last year, double eleven weeks last week TOP10 brand total retail share has accounted for 93.5% share, an increase over the previous year Nearly 5 points .In the fierce competition with increasing day by day, to seize the increment, it is the key business to seize the share.In addition to air-cooled, inverter, cross the four bright spots above, the embedded refrigerator, intelligent refrigerator Trendy elements, but also the potential direction of the direction.