Once upon a time, when the offline market of refrigerators faltered, the high growth of the online market opened up a new situation for enterprises.
However, a group of newly released data indicates that the online refrigerator market, which was once mad, is now facing a growth bottleneck.
The growth rate is low, the pure e-commerce advantage is gradually digested
Zhongyikang's online retail monitoring data from January to June (1-26 weeks) showed that the retail sales of the refrigerator market in the first half of the year increased by only 10%, and the retail sales growth was less than 30%, a record low growth rate in the past few years.
Source of data: Zhong Yikang
During the 618 period (22-25 weeks), the retail volume of the refrigerator market fell by more than 6%, and the retail sales increased slightly. The e-commerce market fell for the first time on important holidays.
However, the end of the high-growth myth of the refrigerator online market is only expected.
After all, the 'horizontal' market of the refrigerator market is here. The reason why the early refrigerator online market can grow is more benefit from the dividend release of the emerging commercial channel of e-commerce, but now, with artificial intelligence The rapid development of new retail, etc., the advantages of pure e-commerce are also gradually resolved.
As early as 2016, Ma Yun predicted: 'Today's e-commerce has developed, the era of pure e-commerce will soon end, the next decade, twenty years, no e-commerce, only the new retail, this also That is to say, online and offline and logistics must be combined to create a real new retail.'
On the door, the multi-door 'fashion' structure upgrade main theme remains unchanged
1. The door to the door, the favor of the multi - door refrigerator, is an expression of the upgrade of the online refrigerator structure.
The data shows that in the first half of this year, the company opened the door to three doors and became the online market sales champion. Its retail sales market share is nearly 30%. At the same time, the retail market rate of multi-door refrigerators exceeds 13%, and the market share of retail sales exceeds 24%. , year-on-year increase.
The new refrigerator is open to the door, and more doors are opened.
The increase in average price is also a manifestation of the 'on-market' of the refrigerator online market. In the first half of 2018, the cumulative average price of the refrigerator online market was 1999 yuan, an increase of 289 yuan compared with the same period of last year, an increase of over 16%.
On the door, multi-door refrigerators on the 'following' online, naturally benefit from the consumption upgrade, and the promotion of enterprises, but also contributed.
Compared with two-door refrigerators, three-door refrigerators, open doors, multi-door refrigerators, and more suitable for new technologies such as frequency conversion, preservation, health, and intelligence, meet the quality needs of the middle class and young people. It is also the key to the company's soaring raw materials, increasing the added value of products and raising the level of profitability.
Big waves, sanding, Matthew effect deepening
The competition in the online market is as fierce as the offline.
According to the data, in the first half of 2018, the number of brands sold in the online market was 121, a decrease of 5 compared with the same period of last year. In addition, the retail share of the top ten brands was 85.9%, and the share increased by 1.2 compared with the same period last year. Percentage points, brand concentration is strengthened.
Under the background of rising comprehensive costs and e-commerce dividends, the refrigerator head enterprises occupy high traffic, push up sales and consolidate market share by virtue of scale and brand advantages.
However, small and medium-sized refrigerator enterprises are difficult to compete with the head enterprises in terms of product competitiveness or brand tension. Drainage promotion is not dominant, and the situation is getting more and more difficult.
On the one hand, it is a high-growth 'cool cool', on the other hand, it is an opportunity for consumption upgrade and industrial structure upgrade. I suspect that in the next few years, the trend of the online market of refrigerators will change from the past to the steady increase.
