Affected by the impact of real estate restrictions lagging, the number of remaining high and the limited scale of product replacement, the refrigerator market performance in recent years slightly downturn, especially in 2017 soared raw materials, but also to its abyss.According to Orwell Cloud Network (AVC) pushed the total data show that in 2017 China's refrigerator market retail sales of 33.76 million units, down 0.6% year-on-year; retail sales volume of 93.9 billion yuan, up 3.9%.
According to the online data of the industry, the total output of the refrigerator industry in 2017 was 75.16 million units, up slightly by 0.8% over the same period of last year. The total sales volume was 75.072 million units, up slightly by only 1.2% over the same period of last year, of which, the domestic sales decreased by 5.3% from the same period of last year.
Faced with the unsatisfactory sales figures of the refrigerator industry in the past year, the market was especially noticed in 2018. According to forecast data released by AVC, the refrigerator market in 2018 is expected to retail 33.96 million units, up YoY 0.6%, estimated retail sales of 96.4 billion yuan, an increase of 2.6% .In the upgrading of consumer demand and the promotion of upgrading, the refrigerator market in 2018 still have room for growth.
However, it is especially emphasized that from the current price forecast of raw materials, the high cost of the refrigerator market in 2018 will still be a boulder hit by the majority of manufacturers. Under the pressure of cost pressures and industrial upgrading, the brand concentration in the refrigerator industry will be even more Enhance, Hengqiang strong.On the previous year alone 11 pairs of TOP10 brand share of total retail sales accounted for 93.5%, an increase of nearly 5 points, so this year the trend will also be a strong highlight.
In addition, consumer upgrades into the refrigerator market, making the user's demand for refrigerators more diverse and personalized, centered around the user-centered technology innovation is sparking a new consumer change.Responsible refrigerator brands why in the growing fierce competition to seize share , Pay close attention to the increment and create unlimited possibilities for the refrigerator industry in 2018. The powerful layout of TCL refrigerators after the first arrival in the field of healthy preservation and smart upgrade provides an expansion idea for all refrigerator brands.
Eternal freshness and upgrading
At present, the trend of structural upgrading in the refrigerator market is very significant. This year, with the continuous deepening of the escalation of consumer demand, the field of upgrading the refrigerator market has gradually shifted from an external door structure to an internal function upgrade such as health preservation and smart interconnection Aspects, the pursuit of consumers with higher quality of life needs, will be concentrated in refrigerators and other home appliances.
According to a joint survey conducted by China Yikang Joint Red Roof Prize in 2017, the three most important consumers in purchasing refrigerators are fresh-keeping technology, energy conservation and environmental protection and intelligent control. Among them, fresh-keeping technology receives as much as 41.3% attention, accounting for nearly half The emphasis on preservation technology is exemplifying consumers' concern for the health and preservation needs.
Through the accurate market demand insight, since last year, the industry mainstream brands are more emphasis on high-end new products are more technical aspects of preservation, the more representative include: TCL inverter air-cooled refrigerator, the United States 'Microcrystal a week fresh' series, Haier 'Whole Space Preservation', Yung-Sheng 'Eco-Friendly' and Meiling's 'Moisture Activation and Fresh-keeping Technology' are all around the refrigerator to cater to the needs of consumers. Among them, TCL Refrigerator is unique in its fresh ingredients conservation.
TCL refrigerator R & D team, after three years of painstaking research, with 17 core technologies, 85 patents, based on professional air-cooled three breakthroughs, the first integrated inverter air-cooled technology, and launched in March last year to retain the natural ingredients taste Of TCL inverter air-cooled refrigerator. The refrigerator 2 minutes speed 1 ℃, can quickly achieve rapid cooling of food ingredients, lock ingredients nutrition, raw ingredients retained at the same time, the unique AAT negative oxygen ion preservation technology , The whole space from the release of negative ions to maintain a more healthy integration of health and integration of dust, odor, sterilization, fresh four functions as a whole, 360 ° for food fresh all-round conservation, fruits and vegetables to achieve 7 days water-saving rate of 90% , To remove 91.17% of E. coli.
In addition, through the establishment of independent storage for special ingredients to create multi-space partition exclusive design, more TCL refrigerator adds a solid line of defense. In storage, TCL inverter air-cooled refrigerator with wet and dry zones, 1 ℃ temperature lock area, to dry and wet storage design, for example, it will be dry and wet storage, dry area humidity ≤ 50%, can save valuable herbs, precious tea, etc .; wet area ≈ 90%, the original biofilm moisturizing Technology, and lasting preservation of fruits and vegetables nourishing TCL refrigerator closer to the user diet nutrition fresh pain points, to retain the natural taste ingredients, and to the maximum extent to meet the user energy saving, low noise and comfortable living needs.
Insiders pointed out that with continuous improvement of national disposable income, the spending power of our residents has been greatly improved, consumer demand for the preservation of the refrigerator is not like the previous limited to storing things is not bad in the initial stage, and now consumers need to refrigerator The ingredients preserve the taste of the closest ingredients, can be said to be original preservation.
So AVC predicts that the refrigerator industry will focus on the iteration of fresh-keeping technology in 2018 and the more advanced fresh-keeping technology will help the refrigerator brands compete for the high-end market share. In 2018, TCL refrigerator will continue to cultivate the field of healthy preservation, deepen the possibility of more and more preservation technology, so as to bring consumers a differentiated experience of high-quality preservation technology.
Determined to innovate the wisdom of transformation
In addition to fresh-keeping technology, smart upgrades are the only way to achieve sustainable development of the refrigerator brand. The rapid infiltration of the Internet economy and artificial intelligence technology has brought more opportunities for the development of the refrigerator industry. Moreover, it has now become China's Consumers, they prefer personalization, intelligent and cutting-edge technology products, their consumer demand is affecting the future development of the refrigerator industry in this context, the major refrigerator brands continue to start from the product intelligence and seek more ways to break through .
2017 CES, TCL Group Chairman Li Dongsheng: the future of artificial intelligence will be TCL products standard.Since then, TCL appliances are all labeled as smart, Internet tags.In the refrigerator business, TCL refrigerator function, experience in In addition to focusing on health preservation, special emphasis has been put on the use of the Internet and artificial intelligence technologies to gradually extend to the field of smart home.
TCL BCD-499WEF1 refrigerator, for example, its wisdom into the wind function, so that more uniform cooling. How to do wisdom style? Wisdom wind to join the style of the wind, Wind direction is not limited to one or two directions, to avoid direct blowing cold food, refrigeration is more uniform, so food can be more durable fresh.
Can be found in the intelligent upgrade process in the refrigerator, TCL pay more attention to the user experience and the refrigerator door on the screen control is different, TCL's smarter and more popular, hit the user pain points.In addition, TCL also do simple intelligence The function of the patchwork, but from the previous product intelligence to intelligent products, application scenarios upgrade, through the smart +, function +, scene +, audience + and other ways to meet different age, different habits and different life concept of consumers , Diversified demand for smart home TCL promoted the strategy of "smart + internet" transformation mainly through technology design innovation, giving more high-tech value to products based on traditional advantages and moving closer to the smart scenes in higher fields.
In 2018, TCL refrigerator will continue to integrate more humane, intelligent technology close to the user pain points, to provide users with the ultimate experience of products and services, but also will uphold the pragmatic and innovative ideas, continue to adhere to the industry, innovation, practice big brand Responsibility and goals.
TCL refrigerator lock healthy preservation and smart upgrade, continue to innovate in these two areas R & D, iteration of new products, not only for colleagues to achieve product structure upgrades provide a reference, but also promote the industry toward a more benign operation of a short path. March 6, 2018, TCL refrigerators, washing machines new conference will be held in Shanghai, TCL global brand spokesperson Ma Tianyu will be witnessed with consumers around the world a new inverter air-cooled refrigerator available to March 6 new release as The beginning, TCL refrigerator 2018 will bring the industry what kind of surprise? Look forward to.