In the first half of 2018, the refrigerator industry came to Jiayin. Although it still faces pressure from the real estate market regulation and the slow growth of terminal demand, under the favorable consumption upgrade and structural adjustment, China's refrigerator industry has achieved market sales volume and both growth.
The current refrigerator industry is experiencing new and old kinetic energy switching. The upgrading of product structure driven by consumption upgrade has gradually become the main driving force for the growth of the industry. Facing the tide of consumption upgrading, refrigerator companies collectively focus on the essential functions of products - preservation, a revolving around The technical competition is in full swing.
Bosch Home Appliances Releases Vital Fresh-Power Multi-door Refrigerator Series
The market grew steadily in the first half of the year.
In the first half of this year, the fundamentals of China's household appliance industry still did not improve significantly. Due to the conduction effect of the real estate market regulation, the kitchen appliance market, which had a good rise in the past, showed a slight decline, but the performance of the refrigerator was relatively good. Market research institute data It shows that in the first half of the year, China's refrigerator market has increased in volume and achieved steady growth.
The total data of Omni Cloud.com shows that in the first half of this year, the sales volume of China's refrigerator market was 16 million units, a slight increase of 0.8% year-on-year; the sales volume was 54.9 billion yuan, up 7.1% year-on-year. In the first half of the year, the retail sales of refrigerators in China increased by 8% year-on-year.
Qi Dongmin, research manager of Avi Cloud's home appliance big data business unit, said that the growth of the refrigerator market in the first half of the year was really reluctant, and the retail sales growth was large, mainly from two aspects: On the one hand, the upstream cost increase in the early stage forced the enterprise to transform into a high-end. In particular, the transformation effect of domestic-funded enterprises has already appeared; on the other hand, the structure of refrigerator products has been constantly adjusted, and the average price of the industry has increased significantly.
During the 2018 China Refrigeration Industry Summit held in May this year, market research institutions and mainstream enterprises in the industry predicted that in the next three to five years, the overall demand of China's refrigerator market will stabilize.
In China, refrigerators have basically achieved product popularization. In the past few years, market demand has been relatively stable. According to the statistical yearbook published by the National Bureau of Statistics, as of the end of 2016, the average number of refrigerators per 100 households nationwide has reached 93.5. Taiwan ranks second only to color TVs among all major household appliances. Among them, urban residents have an average of 96.4 refrigerators per 100 households, and rural residents have an average of 89.5 households per 100 households.
Yan Dongmin said that from the demand side, there is no obvious positive factor in the industry. The refrigerator market is more supported by newer demand. Unlike the centralized release of popularized demand under policy stimulus, the release of updated demand is more stable and slow, so the refrigerator The industry still has a few years of consolidation.
Although the market demand is unlikely to increase significantly in the short term, the refrigerator industry has ushered in a long-term and sustained positive – consumption upgrade. After large-capacity, variable frequency, air-cooled, storage space refined management, consumers The demand for the refrigerator has been upgraded again. Consumers' new focus on the refrigerator is the preservation function.
During the ninth China High-end Home Appliances Home Red Roof Awards Ceremony held in December last year, China National Grid and China Yikang released the “2017 China High-end Home Appliances Consumer Survey Report”, showing that consumers were buying refrigerators. The primary factor of concern is the preservation technology of the refrigerator.
Lu Shenghua, editor-in-chief of China National Grid, expects that refrigerator products will return to the core function - preservation and health.
Refrigerator fresh-keeping war has arrived Bosch appliances advance card
In Qi Dongmin's view, the essence of the function of the refrigerator product is to store the ingredients and keep fresh, and the current refrigerator industry is inevitable. The problem of high homogenization of products in the industry has always existed, air cooling, frequency conversion and other technologies. The functional indicators have been rapidly popularized, so that the product has no differentiation function, and the preservation brings the company full space, and it also improves the consumer experience.
The popularity of fresh-keeping in the refrigerator industry is heating up. Mainstream refrigerator companies have upgraded the preservation technology, such as Bosch Vita Pro-Pro Technology, Midea Refrigerator 'Micro-Crystal Fresh' technology, Meiling Water Molecule Activation Technology, Refrigerator Industry Preservation War Already coming.
'The technical paths to achieve the preservation function are different. The cold storage room is more controlled by oxygen control and humidity control, which inhibits the respiration of plants to ensure freshness, but the same way, it provides a relatively optimized storage condition for the ingredients. ' 裴东敏说.
Wang Weiqing, senior vice president and chief sales officer of Bosi Household Appliances (China) Co., Ltd., said that 'preservation' is the core demand of consumers for refrigerator products. Bosi Appliance insists on upgrading this core function, giving higher products with innovative technology. Quality stability, better preservation, and helping consumers improve their quality of life.
Bosch Vita fresh power multi-door refrigerator series new products
During the China Household Electrical Appliances and Consumer Electronics Show (AWE2018) in March of this year, Bosch Home Appliances, a brand of Bosch Home Appliances, released a new series of Vital's fresh-powered multi-door refrigerator series, which uses Bosch's powerful Vital Preservation Pro technology. The storage of food provides an accurate temperature and humidity environment, and does not freeze at +0 °C, achieving long-lasting preservation of the ingredients.
It is understood that Bosch Vital Fresh-powered Refrigerator is equipped with internal and external temperature sensing system, which can accurately sense the environment and compartment temperature. The new refrigeration system is matched with the optimized air duct to bring high-precision temperature control to ensure constant temperature and reasonable distribution of cooling capacity. More even, +0 °C does not freeze, let the ingredients at the right temperature, tightly lock fresh. The new humidity control system of the refrigerator combined with the independent adjustment function of the electronically controlled humidity double drawer brings intelligent humidity control. The humidity control range is increased and the adjustment is more flexible. Whether it is fruits and vegetables, fish or treasures, dry goods, it can be properly stored. Bosch Vital Fresh-powered refrigerators have more intelligent procedures for proper storage, avoiding improper storage of food caused by improper settings, exempting users from Worrying about the situation. Not only that, the new platinum clean air system in the refrigerator freezer with multi-dimensional air supply, making the antibacterial rate more than 99.9%, so that the fresh space is more fresh and transparent.
In addition to the innovative preservation technology, the Bosch Vita fresh-powered refrigerator is also known for its many humanized designs, including the hidden cantilever shelving system, the fresh egg bank, the free storage, the free-flowing food tray, and the three-dimensional Soft lighting, high-through interior design and the home connection function of Boss Home Appliances, all reflect the brand concept of Bosch 'Technology to achieve the beauty of life'.
Qi Dongmin said that in terms of the current competitive landscape, mainstream enterprises are basically using the preservation as the expansion point for product layout and promotion. This is a positive direction, bringing the development of the industry to open competition.
Zuo Yanzhen, general manager of Zhongyikang Brand Center, believes that the return to the essence of preservation function is an objective demand for market consumption upgrade, and also reflects the subjective desire of the refrigerator industry to carry out supply-side structural reforms to meet the needs of consumers for a better life. Innovative preservation Technology is of great significance for refrigerator companies to improve their position in the high-end market and improve their profitability.
In this technical competition around the preservation, Bosch Home Appliances, the head of the refrigerator market, has already completed the card position with the Vital Fresh Power Series refrigerator.