In the refrigerator industry in 2018, the cost pressure on the supply side and the overall lack of demand on the supply side are still being explored. However, the refrigerator companies are somewhat pleased that although the sales trend remains intact, the sales side is in favor of a turnaround. This includes the emergence of new products, technological tricks, and the emergence of new brands, channels, and services. In the face of mixed industrial conditions, companies are diversifying their needs while digging through subdivided needs. Also focus on the core needs of returning to the nature of refrigerator preservation.
On May 23rd, organized by the China Household Electrical Appliances Association and the Ministry of Information and Industry Development of the National Information Center, China National Grid organized the 'Ice Proximity AI Fresh Line - 2018 China Refrigerator Industry Summit Forum' in Beijing. , Bosch Home Appliances, Skyworth, Haier, Hisense, Huari, Casa Di, Konka, Midea, Meiling, Rongsheng, Samsung, Panasonic, TCL, Marshal, Siemens Appliances, Wanbao and other mainstream refrigerator brand companies and forums strategic partners Jingdong Electronics Gather together to comb the industrial situation and consumer trends, and discuss the new driving force for future market development.
During the conference, Jingdong Household Appliance Co., Ltd. jointly initiated the 2018 Jingdong Refrigerator Festival jointly established by several mainstream refrigerator brand enterprises. At the same time, the "Fridge Preservation Use Collection" co-edited by the China State Grid Corporation of China and Jingdong Appliances was also released at the same time.
The amount of stability has risen to the 'new normal' focus on cultivating internal strength
After the peak of the market in 2013, the refrigerator industry entered a sideways adjustment channel, and for the third year in a row, the volume of sales has been falling for three consecutive years. However, in 2017, the refrigerator market ushered in a long absence.
According to AVC's omni-channel push total data, the total retail sales of refrigerators in China reached 33.76 million units in 2017, a year-on-year decrease of 0.6%, and retail sales of 93.9 billion yuan, a year-on-year increase of 3.9%. This is the past four years, the refrigerator market Retail sales for the first time positive growth.
In 2018, the refrigerator market continued the steady growth of the 'new normal'. According to the total data from Ove Cloud's omni-channel push, the retail sales in China's refrigerator market were 9.2 million units in January-April, 2018, down 3.2% year-on-year. Retail sales amounted to RMB 28.1 billion, a year-on-year increase of 5.0%. In the recent survey conducted by China National Grid, most refrigerator companies expressed cautious optimism about the trend of the refrigerator market in 2018.
“On the one hand, the market environment has remained relatively stable, and on the other hand, consumer dividends have continued to be released.” Zou Wenhui, general manager of Meiling's domestic marketing division, believes that although raw material prices have risen, real estate regulation and other unfavorable factors still exist, but in the 'home appliances Under the support of factors such as product replacement for the countryside and continuous optimization of product structure, the refrigerator market in 2018 is still promising.
'Whether it is increase or decrease, domestic refrigerator market sales will not change too much, but the sales growth trend is relatively certain. ' TCL White Goods Division general manager Wang Xianju analysis that the market sales have changed little Sales growth has shown encouraging growth. The main reason behind this is that the optimization of product structure under the consumption upgrade dividend has led to an increase in the average price of products. Enterprises should seize the opportunities in the end market to provide more accurate supply.
According to forecast data from Ove Cloud Network, the retail volume of refrigerators in 2018 will reach 33.96 million units, an increase of 0.6% year-on-year, and retail sales will reach 97.8 billion yuan, an increase of 4.1% year-on-year.
The refrigerator market is relatively stable, but the competitive landscape of enterprises is a 'stimulus battlefield'. The monitoring data of Ovid Cloud Network shows that the market share of refrigerator TOP5 brand in the first quarter of 2017 was 72.6%. By the first quarter of 2018, the TOP5 brand market The share has reached 77.6%.
Owe Cloud Network Vice President Guo Meide
Guo Weide, vice president of Ove Cloud Network, said that with the continuous increase in overall costs and cross-border brands rushing to eat cakes, the dominant advantages of mainstream companies and competitive advantages in the high-end market are prominent. The small and medium-sized brands are in danger of being shuffled out of the market. .
Faced with the tendency of industry brand concentration increasing year by year, many heads of refrigerator companies believe that the refrigerator industry has reached the final stage, focusing on endogenous growth, and increasing overall strength will be a long-term competitive strategy for the company.
The final stage competition is the comprehensive strength of the enterprise. R&D capabilities, innovation capabilities, marketing capabilities, and supply chain integration capabilities are all indispensable. Wang Lei, vice chairman of the China Household Electrical Appliances Association pointed out that there is still a lot of uncertainty in the refrigerator market in 2018. The more factors, the more confused the industry develops, the more it needs to speed up the transformation and upgrading process, participate in the market competition by increasing product strength and added value, and meet different consumer preferences through differentiated functions and designs. Maintain a dominant position in the market competition.
Comprehensive assistance for channel empowerment Release of regional market demand
In the overall stability of the domestic refrigerator market, the online market continued to make rapid progress and provided strong support for the stable development of the refrigerator industry. According to data from Ove Cloud Network, the retail sales of refrigerators on the online market in 2017 was 12.23 million units, a year-on-year increase. 28.1%, retail sales was 23.1 billion yuan, up 37.6% year-on-year; from January to April of 2018, the retail volume of refrigerators on the online market was 3.35 million, an increase of 19.3% year-on-year, and retail sales was 7.1 billion yuan, an increase of 43%.
According to Sun Zhitao, general manager of Jingdong Home Appliances Ice Wash & Purchasing Department, the high growth trend in the online market will continue to be maintained. On the one hand, with the opening of the e-commerce platform, the channels will sink, service upgrades, and marketing upgrades will increase. Bringing considerable growth to refrigerators and even large appliances; on the other hand, the traditional channel main consumers have gradually turned to and are accustomed to online shopping, while high-income consumer groups and young new forces have promoted the continuous upgrading of online product structures. During the promotion period, the proportion of mid-to-high-end refrigerator model sales also increased significantly.
Jing Dong, general manager of household appliances ice washing and marketing department Sun Zhitao
According to information released by Jingdong Household Appliances, from the perspective of the price segment, sales of refrigerator products with a price of RMB 3,000 or more have been continuously increasing, and sales have increased at a faster rate compared to the same period of last year. From the perspective of the door structure, cross-stitched doors and multi-door refrigerators are represented. The mid- to high-end refrigerators continued to sell well; in terms of market-grade sales, sales in the fourth, fifth and sixth-tier markets continued to increase, and sales maintained a relatively high growth rate year-on-year.
Sun Zhitao said that Jingdong Household Appliances will continue to vigorously develop channel sinking projects in 2018. This is also an important opportunity for manufacturers to expand sales.
In the recent visits and investigations by the State Grid Corporation of China, the heads of relevant refrigerator companies also stated that compared with the relative stagnation of the primary, secondary, and tertiary markets, there is still great potential for development in the fourth, fifth, and sixth-tier markets. The investment in channel sinking projects has been significantly increased.
According to Guo Meide, the traditional low volume of explosives in the provinces and regions and the release of potential demand in the rural township market have also established a 'sweat' for the stable development of the refrigerator market.
According to the monitoring data from Ove Cloud Network, from January to April in 2018, retail sales in the first to third tier markets decreased by 2.1% year-on-year, and retail sales in the corresponding markets in Guangxi, Henan, Jiangxi, Ningxia, Shanxi, and Xinjiang increased year-on-year respectively. 10.8%, 6.2%, 12.1%, 10.5%, 7.0%, 14.9%. In the case of a year-on-year increase of 5.8% in retail sales in the country's township market, Fujian, Guangxi, Guizhou, Hunan, Jiangxi, Inner Mongolia, Ningxia, Shandong, Shaanxi, Retail sales in the township market in Tianjin increased by 17.6%, 9.1%, 16.0%, 9.6%, 24.2%, 16.6%, 51.3%, 10.6%, 12.9% and 11.8%, respectively.
Continuous optimization of product structure
During the investigation and investigation of the State Grid of China, relevant refrigerator companies agreed that the upgrading of consumption to drive product structure optimization is the most important driving force in the refrigerator industry at this stage. Concerned about the improvement of product quality and service level, the innovation of preservation technology is closely followed by the upsurge of healthy consumption. Upgrading, optimizing the smart ecological consumer experience into the smart home system, and continuously satisfying the subdivided demand preferences is an important path for the refrigerator industry to continuously meet people’s growing needs for a better life.
In recent years, with the increase of disposable income of the citizens and the expansion of the middle-class and young consumer forces, home appliance consumption has shifted from popular consumption to improved consumption, health preservation, large capacity, intelligence, air-cooling, frequency conversion, and aesthetics. High-end refrigerator products continue to sell well.
However, according to Guo Meide, now the air-cooled, variable frequency technology configuration gradually saturated, the market penetration is basically completed, the structure of large-capacity refrigerator volume section structure tends to be stable, more eye-catching is the in-depth promotion of differentiated door innovation. Continuous interpretation of the temperate zone, the development of the "three-doors" and "four-doors" development, and actively helping consumers to perform zone management to meet the growing demand for refined storage.
'The storage in the refrigerator is no longer limited to fish and fruits and vegetables, women's facial masks, men's tea, old people's medicines and other storage needs, providing a new development path for the refrigerator industry. 'Many refrigerator company heads believe that the partition storage Freshness has gradually become an important decision factor for consumers to buy refrigerator products, and will also become a standard technical function of high-end refrigerator products.
In fact, after a variety of differentiated selling points have taken turns, the stimulating technology and design have gradually faded in the sales of refrigerators. Enterprises have returned to the essence of refrigerator products, and have carried out innovation and upgrading of preservation technology.
For example, Haier Refrigerated Refrigerator is equipped with the first precise micro-channel technology and intelligent constant temperature technology to solve the problem of temperature fluctuations in fresh food compartments resulting in destructive food environment, accelerated nutrient loss and whitening of freezer meat ingredients, hair drying, and thawing of bleeding water. Difficulties; Bosch Appliances Vita Freshness Refrigerator can precisely control the temperature and humidity, effectively extend the shelf life, with the platinum net air system can achieve antibacterial fresh refrigeration; the United States refrigerator microcrystalline fresh technology, can make both meat and food ingredients 'chilled not Frozen, fresh meat ready-to-eat and 'long-lasting fresh, no loss of nutrients' ideal effect; Meiling M fresh water refrigerator uses water molecules to activate fresh-keeping technology, can solve the traditional refrigerator fresh time is short, thawed blood and water, bag preservation Poor consumption pain points; Rongsheng Refrigerator is equipped with ecological sterilizing fresh-keeping technology and full-time super-quiet technology, which can provide ultra-quiet enjoyment for the family while providing the ultimate health preservation experience; TCL integrated variable frequency air-cooled refrigerator equipped with smart wind system, ATT negative oxygen Ion rejuvenation technology and dry and wet storage space, can achieve 2 minutes quick cooling 1 °C, 7 days lock rate of 92% or more; Samsung product line private kitchen refrigerator series Due to temperature fluctuations through a metal uniform cooling technology to maintain the indoor temperature between balance and equilibrium can quickly switch the refrigerator door refrigerator preservation technology achievements flourishing industry, enhance the consumer experience provides a strong support.
For the evolution of smart selling points and the strong return of fresh selling points, Zou Wenhui said that smart appliances are the industry trend, but the landing of smart refrigerator scene experience still needs to overcome some obstacles, and the return of fresh selling points is just the right time.
'The combination of intelligent technology and freshness preservation technology will greatly enhance the operational efficiency and control accuracy of the fresh-keeping system.' Mei Yafei, Marketing Director of Refrigeration Domestic Marketing Company, believes that the intelligent experience of refrigerators needs to be improved is more about the interaction level. , The combination of intelligence and preservation in the application of technology is an important way to improve the overall preservation level and use experience of the refrigerator.
Lu Shenghua, Editor-in-Chief of China National Grid, stated that after nearly 40 years of rapid development, China has become the world's largest refrigerator market and exporter, with the ability to lead the development of the global refrigerator industry. Now, the Chinese refrigerator industry has gradually entered the ' In the second half, the scale of production and sales will tend to be stable, and upgrading and structural upgrading have become the main theme of the industry's development; at the enterprise operation level, user-centric value orientation will also occupy a leading position; brand concentration will further increase significantly, and product form Will further evolve, new forms of channels are also brewing.
During the forum, Jingdong Household Appliances Association and the mainstream refrigerator brand enterprises jointly launched the 2018 Jingdong Refrigerator Festival. From May 18th to May 24th, in addition to the celebrities and starburst models from various manufacturers, there are 12 Jingdong refrigerator models. Smart refrigerators will also be on sale.
At present, the refrigerator market is gradually entering the sales season. Jingdong Refrigerator Festival is also in progress. How do consumers choose suitable refrigerators? How to use refrigerators to keep foods fresh and last longer? What kind of preservation technology is more suitable for consumers? In order to solve the purchase problem, China National Grid Jointly and Jingdong Household Appliances jointly issued the “Fridge Preservation Use Book” (hereinafter referred to as “Bao Dian”), and presented in the Jingdong 'Fridge Festival' theme. Consumers can download the “Bao Dian” free of charge on the special page. Use a more professional eye to choose more suitable refrigerator products.
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