The “2017 Home Grid Purchase Analysis Report” jointly issued by the CCID Research Institute of the Ministry of Industry and Information Technology and China Electronics News stated that: In 2017, the overall refrigerator market did not continue the good momentum of growth in the first half of the year, and failed to achieve overall 'turnover losses' at the end of the year. Both the retail sales volume and the retail sales volume showed a negative growth. In contrast, the online market maintained a sharp increase in 2016. Although the increase cannot be compared with air conditioning, it is not easy to achieve such a result, and it also supports the overall market of the refrigerator. In 2017, the retail volume and retail sales of the refrigerator online market were 15.44 million units, respectively, which was 29.9 billion yuan, a year-on-year increase of 33% and 52%.
In 2017, the product structure upgrade of the online refrigerator market was highlighted by the rapid growth of multi-door products (including cross-to-door products). The cross-versus-open door product differentiated functional positioning to meet the current personalized consumer demand and continued in the industry's big brands. Under the impetus, the outbreak of competitiveness further exacerbated the market share of products such as door-to-door and double-door products, which became the main driving force for the growth of multi-door markets. In 2017, the multi-gate (including cross-to-door) retail products saw the highest increase, with year-on-year growth. 102.8%, much higher than other products with open doors, the market share of retail sales is also more than 20% for the first time. With the participation of more brands and the expansion of volume segments, the product line of future Cross products will continue to be enriched, with double doors, Opening the door, as well as the French multi-door market, will cause impact. Although the market space for door opening has been squeezed by many refrigerators, it still achieved a good result of 68.3% of retail sales growth, accounting for 29.38% of retail sales. The first place in the market replaced three refrigerators to become the largest category of retail sales. The retail sales of three-door refrigerators fell by 12.8% year-on-year, accounting for 28.68% of the market share of retail sales. Refrigerator retail market share continued to shrink, down 18.49 percent. Single-door refrigerator market position continued to decline, retail sales market share has dropped to 1.7%.
In 2017, the online refrigerator market continued its large-volume consumption trend, and retail sales of refrigerators over 281 liters increased rapidly, with a market share of more than 55% in retail sales, which dominated the market. Even the 600 liters that few people used to appreciate before. The above large-capacity refrigerators, with the strength of the main brands, have expanded their product lines on this basis and have also shown strong growth momentum. Unlike the sales of large-capacity refrigerators, the sales volume of small-capacity refrigerators is almost falling. The largest declines were in the order of 101 liters to 150 liters of refrigerators and refrigerators under 100 liters, with retail sales falling 32.64% and 31.29% respectively year-on-year. Such a large decline in sales also reduced the retail market share of the two to 4.43% and 1.94 respectively. %, they give up the market space occupied by large-capacity refrigerators. 191 liters to 230 liters of refrigerators, 231 liters to 280 liters of refrigerators accounted for a different degree of increase in retail sales.
Affected by factors such as price hikes of raw materials, the overall price of refrigerator products rose in 2017, and the increase in online product prices reached 20%. This reflects the continuous optimization of the online refrigerator product structure in recent years and also reflects the online refrigerator. The trend of high-end market. From the perspective of price segment, the retail sales of high-end refrigerators with a price over RMB 4,000 accounted for a continuous increase. In 2017, it has exceeded 20%. Compared with 2016, there has been a significant increase. Among them, RMB 4,000 to RMB 5,999 for refrigerators. The growth rate of retail sales was significant compared with the same period last year. It was the fastest growing among all price segments. The market share of retail sales for this price segment reached 14.44%. The increase in retail sales was followed by the 2,000 to 3,999 yuan price segment, and its retail sales. Market share still holds the first place, much higher than other price segments, reaching 41.63%. The retail market share of products under 999 yuan continued to shrink, dropping to 14.04%.
In 2017, air-cooled refrigerators continued to compress the living space of direct-freezer refrigerators. The market share of retail sales of air-cooled refrigerators has reached 63.26%, and the market share of direct-freezer refrigerators has further declined to 34.30%. The retail sales of air-cooled refrigerators continued Significant growth, in stark contrast to the year-on-year decline in direct-refrigeration refrigerators, the popularity of inverter-based refrigerators began to increase. The market share of retail sales reached 43.69%, which is gradually narrowing the gap with the market size of non-inverter refrigerators. In 2017, the retail of inverter refrigerators The year-on-year increase of 68.35%, and the retail sales of non-inverter refrigerators dropped by 5%. According to this trend, it is only a matter of time before inverter refrigerators complete the market share of non-inverter refrigerators.
From the perspective of brand competition, after the multi-round market reshuffling dominated by major brands in the past two years, the competition pattern in the refrigerator online market has basically stabilized, with the top six brands occupying more than 70% of the retail market share and retail sales. Volume market share. In the face of giant double line layout, the survival space of second and third-line refrigerator companies is further compressed.
The performance of Haier Refrigerator Online Market is as dominant as offline, and both retail sales and retail volume account for the top spot. In the list of top 10 products in online retail volume and retail sales in 2017, Haier Refrigerator There are 5 models and 3 models respectively, which is the most among all brands.
The market performance of Hisense's Rongsheng Refrigerator and Hisense refrigerators was also outstanding. Both retail sales and retail sales entered the top 3 in the industry, demonstrating a strong brand and product competitiveness. Rongsheng Refrigerator has always been the leading brand of professional refrigerators. China's first two-door dual-zone refrigerators took the lead in igniting the popularity of refrigerators in China's “cross-by-door” refrigerators. Rongsheng refrigerators have formed the perception of “refrigerator experts” in the minds of consumers. In 2017, Rongsheng refrigerators became the new spokesperson. As a breakthrough, the brand's fashion, youthfulness and affinity have been improved. In the Online Market Retail Sales and Retail Volume list in 2017, there were 3 products selected by Rongsheng. 'Innovation upgrade' became the key to Hisense refrigerator in 2017. In the process of continuous optimization of the product structure of the household appliance industry, Hisense has stimulated the online market consumption potential with innovative technologies, and the proportion of high-end products has steadily increased.
The market of foreign giant Siemens refrigerators was surprising. The rankings fell. The retail market accounted for only a marginally eighth place in the industry, and the market share of retail sales dropped out of the top three.
Whirlpool refrigerators have shown strong growth potential through the refined operation of brand categories. In 2017, Whirlpool further streamlined channel relationships in China, negotiating strategic cooperation, opening new outlets in various channels, and establishing ice-wash flagship stores in key regions. On-line channels, Whirlpool and JD. Ali cooperated with resources to promote smart, large-volume and frequency conversion products, and achieved good results.