The 2018 Jingdong Shopping Festival has already come to an end. The second quarter of this year is also coming to an end. According to data analysis provided by China Yikang and Owe Cloud Network, the refrigerator market shows a rising trend in the first half of 2018, and the product structure upgrade is still The main theme of the market, brand competition is increasingly fierce, the market bid farewell to the only price theory. Under the influence of the market trend, the refrigerator industry leader in the direction of product development return to the essence of the refrigerator - preservation. June 12, the United States refrigerator crystal The world premiere of the series can be said to have driven the revolution in the refrigerator industry.
I. The volume of refrigerators fell
According to the total data from Ove Cloud's omni-channel promotion, the total retail sales of refrigerators in China reached 33.76 million units in 2017, a year-on-year decrease of 0.6%, retail sales of 93.9 billion yuan, an increase of 3.9% year-on-year, and retail sales in the refrigerator market in China from January to April of 2018. This was 9.2 million units, a year-on-year decrease of 3.2%, retail sales of 28.1 billion yuan, a year-on-year increase of 5.0%. As market demand continued to slump, irritating policies were missing, the average price of major categories rose, the market was no longer the only price theory, the refrigerator market in 2018 Continuation of the momentum of volume declines in 2017.
It is worth noting that the total data of Zhong Yikang’s push shows that: In May 2018, the retail volume of the refrigerator market decreased by 9.1% year-on-year, retail sales decreased by 2.2% year-on-year, and retail sales and retail sales both showed negative growth. Affected by this, the refrigerator market 2018 From January to May, cumulative retail sales decreased by 3.4% year-on-year, and retail sales increased by 6.8% year-on-year.
Affected by the 'restricted tide of purchase' in the real estate industry, the volume of new homes fell. Coupled with the lack of stimulating policies and declining consumer demand for refrigerators, these factors have become an important reason for the decline in the volume of the refrigerator market. Under this trend, the product structure of the refrigerator industry Upgraded to the trend of the times; at the same time, the concentration of major brands has further increased, and the increasingly fierce competition among brands has forced companies to innovate, otherwise they will face the fate of being overtaken and eliminated. In addition, with the recent years, residents With the continuous improvement of living and consumption levels, consumers have become able to choose high-end and high-end refrigerator products. People are willing to pay higher prices for a higher quality of life. Therefore, structural upgrading and technological innovation of refrigerator products meet market demands.
Beautiful refrigerator brand night
Midea Refrigerator has been at the forefront of upgrading its product structure and technological innovation. On June 12th, the world premiere of Midea Microcrystalline Refrigerator was held in Xiamen. Midea Refrigerator presented the strategic layout of Smart Refrigerator 'Return to Freshness, Health and Nutrition'. People believe that the research and innovation of microcrystalline refrigerators is not for competition, but for consumers, to provide consumers with a higher quality of life. The general manager of the refrigerator division of the United States, Berlin, said at the press conference: 'Competition is a means, It is not the destination and purpose. Serving consumers is our ultimate goal.
Second, the refrigerator enterprise product and technology change
Since 1910, when the world's first domestic refrigeration refrigerator was introduced in the United States, the pace of refrigerator product replacement and technological innovation has never stopped - from a direct-freezer to an air-cooled refrigerator, from a fixed-frequency refrigerator to a variable-frequency refrigerator, In the 21st century, the advent of smart refrigerators opened a new chapter in the development history of refrigerators. Regardless of how technology changes, refrigerators cannot break away from their essence – preservation. According to Xu Chengmao, vice president of the Central Research Institute of Midea Group: Technology must return to the needs of the consumer nature, can not put the cart before the horse, the most essential demand for refrigerator is preservation.
In 2018, the competition in the domestic refrigerator industry has undergone new changes. Refrigerator companies are no longer focused on air-cooled, multi-door, and variable-frequency technologies, but return to the nature of preservation of refrigerators. Advanced Research on Ice Cream Division of Avi Cloud Network (AVC) In an interview with reporters on June 13, Manager Ji Dongmin stated that at present, the door of the refrigerator has rapidly changed from differentiation to homogenization, and it is difficult for the door body to have further innovation; moreover, air cooling, frequency conversion and other technologies have also been rapidly promoted. In this context, 'preservation' will become the next watershed for the refrigerator industry. Refrigerator companies that have long been aware of market changes have invested in the research and innovation of fresh-keeping technology. Meiling refrigerators were the first to release 'water molecules' at the end of December last year. Activated fresh-keeping technology', in 2018, Midea released a 'Microcrystalline Fresh Technology' in Beijing, and Haier also released the 'Freezing and Freezing All-Space Fresh-keeping Technology'. Rongsheng launched 'The Whole Ecological Fresh-keeping Technology'.
Third, what is the difference between the "microcrystalline series" of microcrystalline fresh crystals?
On June 12, 2018, the launch of Midea Refrigerator Brand Night and Microcrystalline Refrigerator was held in Xiamen. At the conference site, Midea Refrigerator presented the strategic layout of Smart Refrigerator 'Return to Preservation, Health and Nutrition' and 'Global Smart Refrigerator'. The leader's brand positioning, and released the price of 13999 yuan -34,999 yuan of the United States of smart refrigerator fresh high-end flagship - microcrystalline refrigerator series.
Midea's 'Microcrystalline Series' Smart Fresh-keeping Refrigerator
Microcrystalline refrigerators are not only equipped with the 'Microcrystalline Fresh' technology, but also equipped with 'Intelligent Control of Wetness' and 'PST Smart Sterilization'. They are two smart fresh-keeping technologies. 'Microcrystalline One Week' technology embodies the scientific research group of the United States for three years. Since the advent of the company, Xu Chengmao has received attention from both inside and outside the industry. Xu Chengmao said at the press conference that 'microcrystalline fresh one week' technology has been used: 'The microcrystals are fresh every week. As the core fresh-keeping technology of microcrystalline refrigerators, the smart refrigerators of the United States lasted for three years. The crystallization of its inverse freeze intelligent cooling technology not only prolongs the preservation cycle of fish meat and seafood, allows no loss of nutrients, but also ensures the authenticity of the ingredients. The counter-freezing pattern is to reduce or even stop the cooling in the early stage of ice crystal formation. , The ice crystal can not continue to increase, can not continue to grow, always stay in a small and small 'microcrystalline' state, to achieve a fresh, easy to cut effect within a week. And to maintain the taste like fresh meat.'
At the press conference, Xu Chengmao stated this point when he explained the issue of fresh ingredients: 'The single product intelligence is the core of the smart refrigerator, which is to return to the essence of the refrigerator - the ingredients are kept fresh. Yes, ingredients, beautiful refrigerators all these years , The study on ingredients has never stopped. We have found 25 species of fish, 17 species of meat, 5 species of poultry, 44 species of fruits, 60 species of fruit stems, 22 species of dried fruits, and nearly 200 species of ingredients. Performs in-depth research on temperature, humidity, gas, light, and nutrition values in 5 dimensions. Through intelligent scanning and identification of the characteristics of the ingredients and the storage environment. Then use intelligent algorithms to match the best environment for food ingredients to provide the most suitable environment for fresh ingredients. ' The beautiful microcrystalline refrigerator series will be 'microcrystalline fresh one' technology and 'smart moisture control', 'PST intelligent sterilization' two intelligent preservation technology through the Internet of Things combined, and based on data research to provide users with intelligent preservation program.
Xu Chengmao spoke at the press conference
Salmon is hailed as 'King of Fish' and enjoys the reputation of 'water treasures'. Salmon is rich in nutrients, and its meat is delicate and delicious, but its taste is smooth and smooth. However, salmon is perishable and it is difficult to keep fresh. Biosystem Engineering and Food Science, Zhejiang University Prof. Chen Jianchu of the College published his research report on changes in storage conditions and freshness of salmon. The report states that: There are three main indicators that determine the freshness of salmon, namely, volatile base nitrogen, K value, taste, volatile base nitrogen, and The K value will change with the storage time and temperature, and the taste will be evaluated from the four dimensions of odor, color, tissue elasticity and tissue state. Finally, Chen Jianchu briefly described the conclusion of the salmon preservation: 'A large number of studies have shown that the micro-frozen fresh It can effectively inhibit the growth of microorganisms and maintain the original flavor of foods, which is 1.4 to 4.0 times that of ordinary cold preservation. Compared with frozen preservation, ice crystals produced in aquatic products under micro freezing conditions have less ice damage, less damage to cells, and changes in taste of fish. Small, can better maintain the unique flavor of aquatic products. After comparative experiments of salmon frozen and frozen, it is confirmed that the beautiful microcrystalline refrigerator is Fee to provide optimal storage solutions salmon seven days, 'one week microcrystalline fresh' intelligent preservation technology to achieve the seven days of the original store fresh salmon ingredients, but also to ensure the salmon taste fresh as ever. '
Chen Jianchu announces research report on changes in storage conditions and freshness of salmon
Only the support of scientific theories and data is not enough, and the application of science and technology in life needs to be tested in practice. Subsequently, Midea’s refrigerator carried out and completed the 168-hour salmon sealing challenge. Midea’s refrigerator selected the salmon with the highest difficulty in preservation in seafood. , The seven-day original fresh-feeling challenge that had been sealed and stored for 168 hours was unblocked at the scene. Mei Chang’s chieftain Zhang Liang and the five-star Shangri-La executive chef, Adrian Lim, lived on a PK, slicing a fresh salmon salmon for seven days and sealing it. Invited experts from the industry associations and core media were invited to taste and comment on the spot. The results not only validated the smart freshness of the microcrystalline fresh, but also won the unanimous recognition of all the tasting guests. The beautiful microcrystalline fresh technology not only has The support of scientific research data has completed the challenges of life practice and successfully passed the test of theory and practice.
Zhang Liang and Adrian Lim Slice 7 days of salmon and fresh salmon
Regarding the brand positioning of the 'Global Smart Fridge Leader' proposed by Midea Refrigerator, Berlin reads: 'First of all, we firmly believe that the new era of intelligent human-computer interaction has come. The refrigerator of the United States, as an explorer of the era, we have a firm confidence and vision. Goals. Secondly, the 'Global Smart Fridge Leader' is not only a positioning, but we are looking at the needs of global users, keeping every ingredient fresh through smart technology, keeping every life fresh, and bringing smarter food and fresh food to consumers. Programs and nutritional health programs'.
Fourth, return to the nature of refrigerator preservation
For consumers, refrigerators are household appliances that preserve food ingredients. Their freshness preservation function is the most essential requirement for people. The intelligentization of home appliances is not the smartization of mobile phones, nor is it intelligent entertainment, but rather makes the user’s life simpler and more convenient. And then liberate people from the tedious life.
According to Xu Chengmao, “America’s group has released a new generation of man-machine strategy. It essentially uses technologies such as artificial intelligence, big data, sensors, and the Internet of Things to make our products, machines, processes, and systems aware and aware. Decision-making, comprehension, communion, harmony and cooperation make people's lives better. So the strategy released by the refrigerator of the United States today is a microcosm of the new generation of the man-machine generation of the group, and it is also perfect for the new generation of man-machine generation. Interpretation, its essence is to support the transformation and upgrading of China's consumption, but also to achieve the transformation and upgrading of the United States itself.
Preservation is the essential demand of consumers, and the problem of thawing caused by seafood and meat preservation issues, poor taste and nutrient loss are plaguing consumers; according to Berlin: 'In interviews with 1,520 refrigerator users, We found that more than 70% of users do not adjust the temperature basically, because they do not know what ingredients they should adjust. “The beauty of the refrigerator's preservation technology is based on intelligent identification and matching of ingredients cloud data, intelligent intelligence and intelligent control. A fresher, smarter food storage solution that successfully solves the problems that plague consumers.
After entering 2018, the sales growth of the refrigerator market slowed down, the amount of sales rose, the product structure was upgraded, technological innovation became the main theme of the market, and Midea, Haier, Meiling, Rongsheng and other enterprises actively innovated in the industry trend and developed new technologies. Responding to the challenges of the new era. In the future, smart and fresh-keeping refrigerators with smart and freshness technologies will become the darling of the new era. Freshness will become a new watershed for the refrigerator industry. In this competition with the theme of 'preservation', companies How will we line up and let us wait and see.