Today, we have traveled to the half-year node. How does the refrigerator perform in the first half of the year? Today we are here to summarize the online refrigerator market in the first half of the year.
We will summarize the refrigerator market in the first half of the year from the five dimensions of overall market, product structure, brand concentration, important nodes and product average price.
First, the growth rate of the online market hit a new low in the same period, and the rapid growth has been in the foreseeable future.
After the fast-track growth in the online market, the online market turned into a stable growth trend. According to the online retail monitoring data of Zhongyikang from January to June (1-26 weeks), the retail volume of the refrigerator market in the first half of the year was relatively year-on-year. The growth rate was 10.6%, 29.2%, which was the lowest in the past few years.
Second, the structural upgrade is still the main theme of the market, facing beyond the three doors, winning the online market sales crown
Product upgrade is a remarkable feature of the white electricity market in recent years, especially in the refrigerator. The performance according to Zhongyikang (1-26 weeks) online weekly monitoring data shows that in the first half of 2018, the door opened beyond the three doors. Winning the online market sales champion, its retail sales share was 29.7%, which was 3.1 percentage points higher than the previous champion Sanmen refrigerator. The retail volume of multi-door refrigerators, the market share of the market was 13.2%, 24.7%, compared with the same period last year. The specific share increased by 3.6, 5.5 percentage points. From the current performance of the multi-door refrigerator online market, the multi-door refrigerator online market share is far less than the offline, the future multi-door refrigerator online market has greater potential for improvement. Many doors, the continuous rise of refrigerators, the market share of double-door and three-door refrigerators is further squeezed. In the next two doors, the market space of the three doors will further shrink.
Third, brand concentration is further enhanced, and small brands are under pressure.
The market competition is fierce, which means elimination and being eliminated. According to the weekly monitoring data of Zhongyikang Online (1-26 weeks), in the first half of 2018, the number of brands sold in the online market was 121, compared with the same period last year. The competition is fierce, which leads to a gradual decrease in the number of brands. The top ten brands have a retail share of 85.9%, a 1.2 percentage point increase over the same period last year, and the brand concentration has further increased. Heavy.
Fourth, the number of promotional festivals increased, the market was frequently overdrawn, and the driving force represented by 618 was insufficient.
The rapid rise of e-commerce, along with the artificial e-commerce day, the rapid increase of brand day. The increase in promotional festivals, frequent overdraft market, puts heavy pressure on the growth of the existing market. On behalf of 618 E-commerce Day, this is also The largest promotional day in the first half of the year. According to the weekly monitoring data of Zhongyikang, during the 618 period (22-25 weeks), the retail volume of the refrigerator market increased by -6.1%, 4.8% compared with the same period of last year. For the first time, the e-commerce market has experienced a decline in important festivals. We can't help but wonder what is happening in the online market?
5. The average price of products has risen sharply. It will be difficult to open the door to sales by relying on low prices.
The remarkable feature brought about by the consumption upgrade is the upgrading of product prices. The consumer's living standard has improved. When choosing a product, it is more considering its practicality, rather than considering its price. According to Zhongyikang online weekly monitoring The data shows that in the first half of 2018, the cumulative average price of the refrigerator market was 1999 yuan, an increase of 289 yuan compared with the same period of last year, an increase of 16.9%. In terms of product types, the double-door, three-door, and multi-door average prices are different. The degree of increase, the increase was 9.5%, 8.1%, 8.9%; the average price of opening the door has declined, the decline reached 7.0%.