This year, the high-end refrigerator market is relatively stable. In the first quarter, the refrigerator market performed better than expected, showing an amount of 'flight'. However, in the future, the sales competition may be fiercer.
Retail sales of refrigerators increased by 10% in the first quarter
According to AVC's omni-channel push total data, retail sales of refrigerators totaled 6.56 million units in the first quarter of this year, an increase of 0.5% year-on-year, and retail sales of 20 billion yuan, a year-on-year increase of 10.5%.
Looking at the overall trend, due to the higher base in the same period of last year in January last year, the refrigerator market was bleak in January this year. In February, although the market is slightly picking up, it is still difficult to pull the tide in January. The refrigerator market Q1 performance exceeded expectations mainly from the March promotion belt. The release of potential demand from the tertiary market.
Industry insiders pointed out that at present, the cost of refrigerator manufacturing materials continues to be pressured, and the price increase of the industry continues unabated. Based on the industry-wide price increase in February last year, Q1 price growth this year still exceeds double digits, and there is still room for price growth afterwards.
Refrigerator still pays attention to the door
For the refrigerator products, according to the product category, the more common ones are single door, double door, multiple door, three door, double door, double door.
According to the ZDC data, in the first quarter of 2018, in terms of the attention of different product categories in the refrigerator market, the percentage of open doors was 24.2%, ranking first and becoming the product with the highest consumer concern. Double door refrigerators accounted for 20.15% of the attention. Than the second; three-door refrigerators accounted for 20.12% ranked third; cross-door refrigerators accounted for 15.7% of the proportion of attention, successfully rose to fourth place.
In this regard, market research organizations such as Ovid Cloud Network pointed out that at present, in the refrigerator market, product-related topics are still rich in content, and the arrangement of warm area structures and door opening methods is endless, followed by three-door splitting and F+ splitting. In the future, the future will face the development direction of 'multiple doors'.
High-end market new product layout will slow down
In recent years, the intelligentization of home appliances is the mainstream trend of industrial development. However, with the maturity of Internet technologies and intelligent systems, a single intelligence can no longer meet people's needs.
In the first quarter of 2018, 'health' became the main development direction of refrigerators. Since the beginning of this year, some refrigerators equipped with sterilization systems have appeared, and these are also new highlights of the high-end market.
In 2017, the high-end market developed by leaps and bounds, and the enterprises accelerated the pace of high-end product layout. New products in the first quarter of 2018 were basically distributed in the main door body and price segment, returning to normalization.
Industry insiders expect that in 2018, the rhythm of new product layout in high-end market will slow down, and the competition will continue to be fierce. Companies that break through the high-end threshold basically complete the high-end product layout, and the future high-end market competition will be among a few companies. In the middle, the brand concentration is lower and the competition is becoming fiercer.