All along, the happy scenes depicted in the car refrigerators are as follows: Foods from all over the country are brought along with them. Iced drinks and fresh fruit are eaten and eaten. Camping and barbecued wild foods are inexhaustible, and breastmilk medicine masks are readily available.
But the reality is far from the happy scene. In fact, over the past few years, despite the increasing popularity of domestic automobiles, car refrigerators have not been widely recognized by users. The car refrigerator market has also been tepid. However, some manufacturers But why not believe it.
Recently, a car refrigerator T20 released by Inder has even invited the well-known movie star Peng Yukai to endorse it. Could it be said that a little-known brand and car refrigerator products, high-profile use of celebrity endorsements, it can really make people Are you worried? The author thinks it may not be.
Big demand for big cakes, Not much difference
In fact, the reason why car refrigerators failed to open the market was not able to open the crux of the user's mind because vendors did not start from consumer demand. The design of such products takes into account the size of the volume, the appearance of colors and fashion, ignoring the practicality. , And most of the semiconductor cooling technology used, the user experience is poor.
The company's car refrigerators failed to open the market. They re-adjusted their thinking and began to shift to using compressor technology. For example, the T2O of the Inder car refrigerator using compressor technology entered the Chinese market with a high profile. This kind of niche market seeks development, but it is not as easy as it seems.
According to relevant statistics, the number of private cars in China in 2018 is about 150 million cars. If only from this data to speculate on the car refrigerator market, the cake is undoubtedly huge. However, the target users of car refrigerators are obviously self-driving tour groups. , The market must be reduced at once.
According to data released by an authoritative organization on the potential analysis of China's driving market in 2017, the travel rate of self-driving tour in private cars is 60%, and travel within a single trip is within 70% within 300 km. 300-1000 km and 1000 km or more accounted for 20% and 10% respectively.
In other words, the number of users of car refrigerators as the preferred target for outdoor adventures such as adventure hunting, long-distance raids, etc. is only 30%. Since then, the market for car refrigerators is only less than 30 million units. Moreover, these 30 million vehicles are not It may be that every car needs a car refrigerator.
It can be seen that car refrigerators are still a niche market. Big cakes and small demand, coupled with the competition of many brands, Yingdeer's overall development of 'money' is not as good as its claims, perhaps its high expectations. T20's market share is only a little poor.
Tasteless car refrigerator, can be called tasteless
The marketing of the Int'l T20 was undoubtedly successful. It firmly grasped the growing demand for high-grade life and emphasized the possession of the T20, opening up a new quality of life. The five major highlights of the announcement were, at first glance, beautiful, but careful It's a good thing.
For example: T20 can achieve -18 °C cooling effect, dual temperature dual control, can also be frozen while refrigerated storage, this basic function is not surprising; through the mobile phone APP remote control, the market has long had similar intelligent applications, this also No new functions; as for the self-driving journey, the refrigerator is on the side, will you give up the use of simple and complex, and then use the mobile phone remote control? In fact, it is not very practical; and its claimed fifth major highlight is the quality of the car paint. It is only a sense, without him.
In addition, in the self-driving tour, the on-vehicle refrigerators must occupy less space inside the car, making the space more conspicuous; secondly, noise, car refrigerators will definitely do noise reduction, but even if the noise reduction of the compressor is good , It will inevitably produce noise. Imagine how you can feel the noise from the compressor in the process of enjoying high-quality music!
More importantly, car refrigerators can only contain cold drinks and fruits, etc., to meet Intel’s stated quality of life, which “can always provide you with food and drink so that you can have fun with your family on the road”. I don't want to meet the standard in capacity. I just want to put a few bottles of cold drinks. I believe that the Intel T20 slogan has the suspicion of inducing users to buy.
At the same time, the on-board refrigerator is not the original one, and it needs to be added later, modified, installed after the electrical compatibility, current changes, electromagnetic compatibility, voltage, fire, risk of modification and other risks, users also need to be considered. For example, although the car refrigerator will often bring Battery protection, but for the owner, in the outdoor, still have to be careful not to accidentally consume the photoelectric bottle and can not start the vehicle, so that they become paralyzed or dangerous situation.
In a nutshell, the quality of life you want in a car refrigerator is destined to be full of ideals, and the reality is very skinny. Of course, car refrigerators are not without merit. For car owners who have a subtle mood, RVs, luxury cars, and a car refrigerator It's easy to pull the wind and enjoy it.
Therefore, we still have to take a rational look at the car refrigerator. We should not blindly be misled by the advertisement of the Inverter T20, which is a car refrigerator. The author believes that as a rational consumer, don’t be too hot-headed to buy a tasteless dish. Abandoning the pity 'chicken' products, will eventually get more than worth the candle.