In the first quarter of 2018, the amount of money increased, and the refrigerator market ushered in a long absence. In the beginning of the year, business owners of various companies rejoiced in their hearts. However, this joy did not last long. According to some companies, they entered 4 The increase in monthly sales increased sharply, while the '51' big promotion also slumped. The refrigerator market seems to be somewhat volatile.
Recently, the State Grid of China conducted field visits to several refrigerator companies. The responsible persons of relevant companies are cautiously optimistic about the trend of the refrigerator market in 2018. Under the circumstances that the macro environmental factors such as cost pressure and real estate regulation continue to ferment, they hope to The double upgrade of product structure and quality is the breakthrough point, while constantly optimizing the layout of resources such as brands, channels, and technologies, and further exploring and nurturing new market growth space.
The amount of the first quarter increased in 2018 the market is relatively stable
During the visit, when it comes to the refrigerator market in the first quarter of 2018, each person in charge of the company was exposed to happiness. The amount was increased. This is the answer given by most companies. It is also the market trend.
According to AVC's omni-channel push total data, retail sales of Q1 refrigerators totaled 6.56 million units in 2018, an increase of 0.5% year-on-year, and retail sales of 20 billion yuan, a year-on-year increase of 10.5%. Another market research organization, Yikang Push The total data shows that in the first quarter of 2018, the retail sales of refrigerators increased by 2.2% and 14.7%, respectively.
However, the increase in volume has not been going on for too long. The total data from Ove Cloud's omni-channel push shows that although the refrigerator market is about to enter the sales season, during the May 1st (4.16-5.06) period, the retail volume of refrigerators was 2.44 million. Taiwan, which dropped 7.2% year-on-year; retail sales amounted to 8.13 billion yuan, a slight increase of 1.0% year-on-year.
'On the one hand, the environment has not been greatly improved. On the other hand, intensive promotions have overdrawn some of the demand in advance. Therefore, the refrigerator market will experience some repetition.' Zou Wenhui, general manager of Meiling's domestic marketing division, believes that the domestic refrigerator market cannot be too optimistic. There is no need to be pessimistic. Although various unfavorable factors still exist, the refrigerator market in 2018 is still promising under the support of the “Home Appliances to the Countryside” product replacement and consumption upgrade bonuses.
In fact, Wang Xianju, general manager of TCL's white goods division, also expressed similar views: 'Whether it is an increase or decrease, there will not be much change in the sales volume of the domestic refrigerator market, and the sales growth trend is relatively certain. '
Wang Xianju told China National Grid that under the circumstances that the sales volume of the industry did not change much, the sales volume showed a promising growth momentum. This shows that under the consumption upgrade dividend, the optimization of product structure has led to an increase in the average price. Enterprises should seize the changes in the terminal market. Opportunities provide more accurate supply.
Ove Cloud Network analysis believes that under the influence of lagging property purchase restrictions, household ownership volume saturation, and the effect of three major factors of product replacement after the home appliances going to the countryside, the refrigerator industry will be stable in the next three years. It is expected that the retail sales volume of the refrigerator market in 2018. 3.96 million units, up 0.6% year-on-year, retail sales of 96.4 billion yuan, a year-on-year increase of 2.6%.
Concentration of brand continues to rise
From the former 'four golden flowers' to the current '1+4+N' pattern, the concentration of brand names in the refrigerator industry has been increasing year by year. This indicates that domestic refrigerator companies are facing an 'stimulating battlefield' and brand elimination may be possible at any time will happen.
According to the monitoring data of Ovid Cloud Network, the market share of the TOP5 brand in the refrigerator industry in Q1 2017 was 72.6%. By 2018 Q1, the market share of the TOP5 brand has reached 77.6%.
Zou Wenhui told China National Grid that at present, the refrigerator industry has reached the final stage. The phenomenon of structural upgrade and price war exists at the same time. It is inevitable that the brand will be eliminated. The final test is the comprehensive strength of the company.
'The competition between companies does exist, but the United States is now more concerned about product power, brand power and consumer experience.' US marketing director Chen Yafei refrigerator marketing company introduced, in 2017 the United States refrigerator sales and product average price growth far Far above the level of industry growth, the next step will be to adopt innovative methods of 'innovative technology in the live scene' and CDOC product project development process to provide consumers with more convenient and more comfortable products and living solutions.
Combing the path of breaking the refrigerator industry, all companies have focused their strategic focus on product upgrades, and the core of product upgrading is the innovation of preservation technology. During the investigation of China National Grid, Midea’s refrigerators were “fresh and crystal-clear”. The new product launch ceremony was held in Beijing. Changhong Meiling teamed with JD.com to release M Fresh Fresh Foods refrigerator products. TCL integrated inverter air-cooled refrigerators debuted at the first China Independent Brand Expo. A fresh-keeping battle without gun smoke seems to be taking place.
'In the trend of quality of life, healthy diet is undoubtedly the consumer's priority appeal, which also prompted the refrigerator industry to return to the essence of preservation. 'Wang Xianju believes that after the frequency conversion, after the air-cooled, the refrigerator selling point competition will return to the preservation of fresh technology.
With respect to the return of intelligent selling points and the strong return of fresh selling points, Zou Wenhui said that smart appliances are a major trend, but the implementation of smart refrigerator applications and experience still needs to overcome some obstacles, and the return of fresh selling points is just the right time.
'There is no difference between freshness preservation and intelligence. The application of intelligent technology can significantly increase the operational efficiency and accuracy of the preservation system. ' Chen Yafei believes that the intelligent experience of refrigerators needs to be improved at the interaction level, while the intelligent technology The combination with preservation technology is an important way to improve the overall preservation level and use experience of the refrigerator.
May 23rd, sponsored by the China Household Electrical Appliances Association and the Ministry of Information and Industry Development of the National Information Center, sponsored by China National Grid '2018 China Refrigeration Industry Summit Forum' It will be held in Beijing. Representatives of mainstream refrigerator brands and channel companies from home and abroad will gather together to scrutinize the development context and consumption trends of the industry, and further explore the transformation and upgrading of the refrigerator industry, and seek new driving forces for future market growth.
Competition for market cakes
The competition between countries is a combination of national strength, and the same is true for enterprises. In the final round of the refrigerator, it is the competition of products, technologies, brands, channels, and services.
It is understood that, in addition to constantly optimizing the channel layout, the 20-year-old TAT Refrigerator's unique AAT Smart Decontamination System will be universally adopted in new products above 250L. All new products are 100% equipped with anti-bacterial door seals and anti-bacterial handles. By 2020, TCL refrigerators will be available. Strive to achieve healthy refrigerator sales accounted for 70%.
Wang Xianju told China National Grid that in addition to taking health preservation as a breakthrough point, TCL has transformed technical concepts such as 'Integrated Variable Frequency Air Cooling' into a more humanized 'Smart Wind System' that delivers intelligent precision cooling quickly and uniformly. 'One good frequency conversion - 2 minutes fast cooling 1 ° C', 'the whole space negative oxygen ions fresh - 7 days lock rate of 92% or more' and other selling points, so that consumers can more easily understand the product characteristics to promote sales.
In addition to joint efforts by Meiling to build an active brand, Meiling has also vigorously promoted 'contain comparison experiments' in marketing and used a more intuitive way to allow Meiling refrigerators to accept the inspection of the masses. According to Zou Wenhui, 'comparison of storage experiments' ' With the unqualified and unconditional return of the 'million murders' within six months, Meiling Refrigerator sales has risen.
In addition, once 'channel is king' of the United States seems to have been transformed into 'technical control'. In addition to the brand, channel, the overall development of services, the US refrigerator pay more attention to improve product force. According to Chen Yafei, at present innovative refrigerator preservation technology mostly concentrated in the freezer, and the United States through insight into consumer demand another way, technological innovation for the freezer compartment while taking into account the cold storage, the introduction of a 'fresh microcrystalline one week' series refrigerator, which allows both meat ingredients' is not chilled Frozen, fresh meat ready-to-eat and 'long-term preservation of a long-term, nutrition is not lost' ideal effect.
In addition to products, technology, brands, services, and other factors, industry professionals generally believe that the use of refrigerator products has already rushed out of the kitchen to the living room, office and other places, refrigerator design, space utilization is also an important support to create differentiated selling points. The stylish appearance of the differential door refrigerator is a real example.