The day before, organized by the China Household Electrical Appliances Association and the Ministry of Information and Industry Development of the National Information Center, the 2018 China Refrigeration Industry Summit hosted by China National Grid was held in Beijing. Haier, Hisense, Rongsheng, Meiling, Casa Di, Konka, TCL, The mainstream refrigerator brands such as Siemens Home Appliances and Wanbao and the Forum's strategic partner Jingdong Appliances gathered together to comb their industrial trends and consumer trends to explore new drivers for future market development.
The amount of stability has risen to the normal state.
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 promotion, China's refrigerator market retail volume was 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 an increase or decrease, there will not be much change in the sales volume of the domestic refrigerator market, and the growth trend of sales is relatively certain. 'Wang Xianju, general manager of TCL's white goods division, said.
Product structure optimization Return to preservation function
In recent years, with the increase of disposable income of the citizens and the expansion of the middle class and young consumers, home appliance consumption has changed from popular consumption to improved consumption, health preservation, large capacity, intelligence, air cooling, frequency conversion, and aesthetics. The high-end refrigerator products continue to sell well. 'The storage in the refrigerator is no longer limited to fish and fruits and vegetables, women's mask, men's tea, the elderly's drugs and other storage needs, provide a new development path for the refrigerator industry. 'Multiple refrigerator Business executives believe that district storage has gradually become an important decision factor for consumers to buy 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 Refrigerator Refrigerator is equipped with the first precision micro-channel technology and intelligent constant temperature technology; Meiling M fresh water refrigerator uses water molecule activation and preservation technology, which can solve the shortcomings of traditional refrigerators such as short preservation time, thawed blood, and poor preservation of bags. Pain points; For the evolution of smart selling points and the strong return of fresh selling points, Meiling refrigerator general manager Zou Wenhui said that smart appliances are the industry trend, but the landing of smart refrigerator scene experience still needs to overcome some obstacles, while the return of fresh selling points is just as good Time.