After decades of in-depth development, the popularity of refrigerators in our country is approaching saturation, but the arrival of a wave of consumer upgrades has once again provided an opportunity for breakthroughs in the refrigerator market. It is gradually embarrassing. Then, how can refrigerator manufacturers grasp the upgrading of consumer demand and create a new one? Wheels compete for upgrades? Can the late-going company achieve a curve overtaking in the market shifting period?
Incremental top, refrigerator market for 'stimulus battlefield'
In 2018, the refrigerator market showed good growth. The total ombudsman data from AVC Cloud (AVC) showed that retail sales of Q1 refrigerators reached 6.56 million units in 2018, an increase of 0.5% year-on-year, with retail sales of 20 billion yuan, a year-on-year increase of 10.5%. The growth rate ranks in the forefront of the home appliance category.
While companies are looking forward to the refrigerator market, the sluggish performance during the May 1st period has given manufacturers a head start. Also from AVC data, during the May 1st (4.16-5.06) period, the retail volume of refrigerators 244 Million units, down 7.2% year-on-year; retail sales amounted to 8.13 billion yuan, a slight increase of 1.0% year-on-year.
From Q1, the quantity increased, until April, the growth rate picked up gradually, and then the top-five promoted the downturn. The refrigerator market that is about to enter the sales season seems to have some “no peak season”. In fact, subject to the lagging impact of property purchase restrictions, Saturation of household ownership, after the impact of new home appliances to the countryside and other factors under the influence of the refrigerator market in the short term there will be no large-scale increase in the situation, even in certain selling point of the increase has been topped up.
'Whether it is increasing or decreasing, the sales volume of the domestic refrigerator market will not change too much, but the growth trend of sales is relatively certain.' Wang Xianju, general manager of TCL White Home Appliances Division believes that, on the contrary, the refrigerator industry brand concentration However, the degree has risen year by year, which indicates that the domestic refrigerator companies are facing an 'stimulus battlefield', and brand elimination may occur at any time.
How to occupy a favorable position in the limited market increase and fierce competition? Focus on product upgrades, seize the opportunities in the end market to provide more accurate supply, is the way to break the refrigerator industry, and this, The innovation of preservation technology is the core, and refrigerator companies should explore and cultivate new growth space through the layout of the preservation market.
The competition upgrades, the military aims at keeping the technology fresh
Behind the preservation technology of the refrigerator industry, more is the upgrading of the structure under the trend of consumption upgrading and upgrading. At present, the income of urban and rural residents in our country continues to grow rapidly, and consumer demand is entering a new lane that develops rapidly. At the same time, the consumption level , Consumer quality, consumption patterns, consumption patterns, and consumer behavior have all shown marked trend changes. New consumers are in the ascendant. Among them, consumer quality is shifting from low to medium to high-end, and consumption patterns are becoming material. To service-oriented changes, etc., gradually affect the market competition in the refrigerator market.
Moreover, since the country’s implementation of the home appliances to rural areas policy in 2008, refrigerator products have been popularized for 10 years. The current household refrigerator product has nearly 100 possessions per 100 households. The refrigerator products have entered the saturation period. The end of the safe use cycle of household appliances in the countryside, it is expected that the replacement of refrigerators will be released in 2018.
Renewing the upgrading to catch up with consumption upgrades, the refrigerator industry has also started with heavy subsidies and heavy price competition, and it has stepped into the wave of upgrades in technological innovation and product innovation. The focus of the upgrade is on changes in refrigerator preservation technology. Healthy eating has become a consumer The priority appeal of the refrigerator industry is that the refrigerator industry is gradually returning to the essence of preservation. This is the third competitive selling point after frequency conversion and air cooling. The innovation of preservation technology will be an important path to enhance the overall user experience of the refrigerator.
Most of the leading refrigerator companies nowadays have taken health preservation as the core layout direction, and the beautiful refrigerators' microcrystalline fresh ones have come out; the Haier refrigerators join the Bogus with the industry's only frozen yellow pepper all day in the seven days without losing the 'essential color'. World Cuisine Competition; Changhong Meiling cooperates with JD.com to announce M Fresh Fresh Foods refrigerator products; TCL integrated frequency conversion air-cooled refrigerator unveiled the first China independent brand exposition...
Under the circumstances that the macro-environmental factors such as cost pressures and real estate regulation are constantly fermenting, the entire refrigerator industry has made breakthroughs in the dual upgrade of preservation technology and quality, and has continued to optimize the distribution of resources such as brands, channels and technologies, and guided the entire competition in the refrigerator market.
Innovation is fearless, and health and wisdom are the best way to break the road
In the diversified fresh-keeping technologies, TCL refrigerators are unique in their health and wisdom, and are widely favored by consumers. Over the years, TCL refrigerators have been focusing on the health of users, ensuring the freshness of ingredients through healthy and reasonable storage, providing users with a series of Health solutions.
More importantly, from this year onwards, TCL Refrigerator has upgraded its brand strategy to 'air-cooled +'. In 2018, TCL's exclusive AAT Smart Decontamination System will be fully popularized for new products over 250L. Fresh and nutritionally healthy, 100% of all new products are equipped with antibacterial door seals and antibacterial handles; according to the plan, by 2020, TCL refrigerators will strive to achieve healthy refrigerator sales accounting for 70% of the total, intending to rely on air-cooled technology to create a full-scale global family. The perfect score of a chain of wisdom for a healthy life.
In the past, TCL paid more attention to the health preservation of refrigerators. At present, TCL keeps its freshness and upgrades, and it is mainly focused on keeping health and intelligence fresh. Through the combination of freshness and intelligence, it has also created a more thorough and comprehensive refrigerator preservation program for users. Notice that smart technology applications can be applied. Significantly increase the operational efficiency and precision of the fresh-keeping system. The combination of smart technology and preservation technology is an important model for improving the overall preservation level of the refrigerator.
TCL Integral Frequency Conversion Air-cooled Refrigerator relies on multiple air-cooled + and one-piece control dual conversion technology to quickly create even storage space for ingredients, achieve 2-minute quick cooling 1°C, lock fresh ingredients, and use full-space permanent AAT negative oxygen ions Fresh-keeping technology, providing dust, deodorization, sterilization, fresh care as a whole 360-degree maintenance for food ingredients, realizing a fruit-vegetable and water-locking rate of more than 90% for 7 days; with smart air-cooled, frost-free and fresh-keeping technology, providing constant temperature and constant for food ingredients Wet space, with large space partition storage, wet and dry zoning, 3°C mother-to-infant area, wine tea health products special food storage area, etc., to create a comprehensive health care.
On this basis, TCL Refrigerator also took the lead in achieving antibacterial class 1 silver ion antibacterial handles, with an antibacterial rate of 99%, and the use of anti-mildew grade 1 antibacterial door seals. The sterilization rate for Escherichia coli and Staphylococcus aureus was as high as 99%. %, to realize the healthy management of the external space of the refrigerator; inside the refrigerator, through the AAT intelligent degerming system, remove 91.17% of the internal space of E. coli, and create a wisdom and health home for users to store ingredients from the outside to the inside.
From the fresh storage of ingredients to the care of family members, TCL Refrigerator continues to promote the smart and healthy transition of products. This undoubtedly became the breakthrough of market expansion and a more comprehensive and effective refrigerator preservation program in the industry. With this, TCL Group According to the first quarterly report of 2018 disclosed by the company, TCL refrigerators increased by 16.1% year-on-year in March this year. In the first quarter, the sales volume of the TCL refrigerators continued to grow, totaling 387,000 units. Sales volume of air-cooled refrigerators increased substantially, and product structure continued to be optimized. The average price of products has improved compared to the same period last year.
Written at the end:
The increase in the refrigerator market is limited. Enterprises must catch up with the consumer upgrade and replacement fleet, and achieve new breakthroughs through the preservation technology upgrade. The rising star represented by the TCL refrigerator, deeply grasp the user needs pain points, deepen the health and wisdom preservation technology upgrade, subversion The traditional brand competition pattern leads the industry step by step into the path of structural upgrading and opens up new incremental space.