On May 23rd, under the guidance of the Informatization and Industry Development Department of the China Household Electrical Appliances Association and the National Information Center, the “Ice Prosperity of the Ice Proximity AI·Fresh Line” 2018 China Refrigerator Industry Summit Forum hosted by China National Grid was held in Beijing. Sun Zhitao, general manager of the home appliance division's ice washing and marketing department, gave a keynote speech and interpreted the opportunity of the online channel of the refrigerator industry in 2018 with Jingdong Big Data.
2018 China Refrigeration Industry Summit Forum
During the conference, the Jingdong Refrigerator Festival of 2018 (May 18 - May 24) jointly launched by Jingdong Home Appliances and mainstream refrigerator brands was officially launched.
The overall downturn in the refrigerator market
In 2017, under the influence of sluggish demand in the overall market, lack of significant advantages at the industry level, and rising prices of raw materials, the overall performance of the refrigerator market in China was tepid and downbeat. The data shows that in 2017, the retail volume of refrigerators nationwide was 33.76 million units, a year-on-year decrease of 0.6%, and retail sales were 93.9 billion yuan, an increase of 3.9% year-on-year.
In 2018, the refrigerator market situation did not change too much, and it still continued the relatively stable trend of volume declines in 2017. The total channel data from Ove Cloud.com shows that retail sales in China's refrigerator market were in January-April, 2018. The volume was 9.2 million units, an increase of 3.2% year-on-year, and retail sales of 28.1 billion yuan, a year-on-year increase of 5.0%.
Based on the performance of the current refrigerator market, refrigerator companies are mostly cautiously optimistic about the market situation throughout the year.
With the market oscillating broadly, the online market has maintained its momentum of growth and has become the biggest driving force for market growth. It has played a role as a driver and ballast stone for the stable development of the refrigerator industry as a whole.
According to the data from Ove Cloud Network, the retail sales of refrigerators on the online market in 2017 was 12.23 million units, up 28.1% year-on-year, retail sales volume 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 units, an increase of 19.3% year-on-year, retail sales of 7.1 billion yuan, an increase of 43%.
Sun Zhitao, General Manager of Ice Washing and Marketing Department of Jingdong Home Appliances Division made a keynote speech
Sun Zhitao believes that the high growth trend of the online market will continue to be maintained. On the one hand, with the opening up of e-commerce platform, channels sinking, service upgrades, and marketing upgrades increasing, refrigerators and even large appliances will be compared. Significant growth; On the other hand, traditional consumer groups have gradually shifted to the habit of buying online home appliances, while high-income consumer groups and young new forces have promoted the continuous upgrading of online product structure.
The product structure is constantly optimized. Online consumption upgrades the main battlefield.
In the context of low demand for refrigerators in China, the upgrading of product structure driven by consumption upgrades has become the core driver of the growth of the refrigerator market. In fact, the online market, which used to be popular at low prices, has now become a structural upgrade of refrigerator products. Main battlefield.
JD.com’s household electrical appliance data shows that since the beginning of 2018, JD’s refrigerator unit price has significantly improved compared with 2017 since customer unit price; the ratio of mid- to high-end products with RMB 3,000 or more has continuously increased, and it has increased rapidly compared to the same period last year; The proportion of refrigerators sold in Jingdong platform refrigerators by doors and cross-door refrigerators has further increased, becoming the main category of refrigerators for JD.com household appliances and refrigerator brands in 2018. Even during the big promotion period, the sales of high-end refrigerator models in JD.com platform accounted for In the obvious increase, the online market consumption upgrade is already the general trend.
'The online channel meets the needs of customers' consumption upgrades, and the effect of consumer upgrades is significant. Consumers have a higher demand for the quality of refrigerators,' Sun Zhitao said.
Jingdong Home Appliances Jointly Announces "The Refrigerator Preservation Use Book"
As the largest domestic appliance retailer in China, JD.com has always insisted on the concept of innovation, openness, and empowerment, and has achieved win-win cooperation with brand companies. Together, it has promoted the upgrading of the home appliance product structure in the online market to meet the consumer's pursuit of a better life.
2018 Jingdong Refrigerator Festival officially launched
Jingdong Household Appliances teamed up with TCL, Rongsheng, Meiling, Whirlpool, Midea, Hisense, Siemens Home Appliances and other well-known refrigerator brands to jointly launch the 2018 Jingdong Refrigerator Festival. This was officially launched during this forum. Both the JD.com appliance and refrigerator brand companies have invested huge Resources, to increase the promotion of high-end refrigerators. For example, the global high-end home appliance brand Siemens appliances in the current Jingdong Refrigerator Festival for the main push of the 569L large space outside the three-door refrigerator KA96FA40TI, launched a shopping discount of 100 per 100, not on Capped, pay attention to the shop has a 50 yuan exclusive fan coupons preferential policies.
Channel Enabling Jingdong Appliances Helps the Development of the Refrigerator Industry
Although the overall market situation is still severe, the refrigerator industry still faces many favorable factors in 2018. Apart from the dividends of consumption upgrade, there is also the empowerment from channels.
Since 2018, in the relatively depressed overall refrigerator market, JD.com has achieved rapid sales growth of refrigerators in different levels of urban markets, and the fastest growing markets have been the four, five, and six markets, with year-on-year growth rates. 49%, 53% and 60%. During the JD promotion period, sales of refrigerators under the third-tier cities saw the strongest growth, both showing an explosive growth trend.
Under the influence of real estate regulation, the new demand in the secondary market was suppressed, refrigerator consumption was mainly replaced by replacements, but the three or four markets that were less affected by the regulation of the real estate market, and those that had not yet been affected by real estate regulation, were ranked. The market also has a broad space for growth. The sinking of channels and the deepening of the county's demand in the fourth, fifth and sixth markets have become the consensus of the refrigerator industry and even the entire household appliance industry.
Jingdong Household Appliances will continue to vigorously develop channel sinking projects in 2018. This is also the main opportunity for refrigerator manufacturers in 2018. ' Sun Zhitao emphasized that manufacturers should seize channel sinking projects to release models.
The implementation of the Jedang Gang and store channel sinking policies has enabled JD.com's household appliances to reach into the country's rural and rural markets. As of April this year, Jingdong Home Appliances has opened 8,000 stores nationwide, covering 100% of the country's administrative regions, 80% In the above counties, there are 25,000 townships. In 2018, Jingdong Home Appliances plans to open 15000 specialty stores to cover 100% of the county seats in the country.
Not only that, in order to meet consumer demand for health and smart refrigerators, Jingdong Appliances United Refrigeration Enterprises vigorously promote refrigerator products equipped with healthy preservation technology, and also with Midea, Rongsheng, Meiling, Hisense, Yunmi, Jinghong, TCL, Aucma 8 The domestic refrigerator manufacturers carried out in-depth cooperation and jointly launched 12 Jingdong smart refrigerators on the market.
Jingdong Intelligent General Manager Dr. Zhou Wei
JD Smart's general manager, Dr. Zhou Wei, described Jingdong smart refrigerator as 'home-based personalized unmanned supermarket'. In his opinion, food management is still one of the core requirements of smart refrigerators, while Jingdong smart refrigerators are based on their own data. Advantages: The refrigerator system is docked with the order system (middle platform), commodity system (middle platform), and OFC system (Y business department). After the user orders the investment, the shelf life and production date of the fresh food are automatically synchronized to the refrigerator. The refrigerator system can use these data to remind members of food expiration, and to offer recommended products when the ingredients are about to expire. 'From the farm to the customer's full shelf life management, Jingdong Smart Refrigerator accurately manages shelf life. In the future, Jingdong Smart Refrigerator will know more about your ingredients. . '
Wang Lei, deputy director of the China Household Electrical Appliances Association, pointed out: 'The more we are in the confused stage of industrial development, the more we need to accelerate the pace of transformation and upgrading, participate in the market competition by improving product quality and added value, and satisfy through differentiated functions and designs. Different consumer demand preferences, only this way, it is possible to maintain a dominant position in the market competition.