The domestic refrigerator market is still unable to take advantage of the situation. Nail Technology noted that Zhongyi Kang statistics show that in August 2018, the offline refrigerator market, both in terms of retail volume and retail sales, experienced a significant decline, Haier, Midea, Meiling , Siemens, Bosch, Samsung and other mainstream brands at home and abroad, the overall performance is not good, the entire industry is under pressure.
In terms of retail volume, Nail Technology noted that the overall market fell by 18% year-on-year in August. Among the Top 10 brands, there were six that fell more than 20% year-on-year, including Midea (-25.0%) and Siemens (-28%). Meiling (-24.9%), Bosch (-24.8%), Panasonic (-20.7%), Samsung (-44.5%). Relatively speaking, domestic brands performed slightly better, Haier, Rongsheng, Hisense, although the retail volume is also falling year on year. , but the decline does not exceed 20%.
In terms of retail sales, the overall market fell 10.7% year-on-year. Except for Electrolux, the retail sales of top 10 other brands were down year-on-year. Among them, Haier's year-on-year decline was the smallest, at -1.2%; Samsung's year-on-year decline was the largest. , -37.1%. In addition, Midea, Rongsheng's year-on-year decline is within 10%, Siemens, Bosch, Panasonic and other foreign brands fell even more, reaching -22.3%, -23.4%, -19.6%.
From the perspective of brand competition, Nail Technology noticed that domestic brands, regardless of their retail share or retail share, completely suppressed foreign brands. There is no foreign brand among the top three brands.
The retail volume share top 3 brands are Haier (31.7%), Rongsheng (12.1%) and Midea (11.5%), all of which are domestic brands; retail top3 brands are Haier (36.8%) and Midea (10.9%), respectively. Rongsheng (10.6%), there is no foreign brand.
From the perspective of average product prices, foreign brands are still significantly higher than domestic brands. Siemens, Bosch, Panasonic, Samsung's products are priced at more than 7,000 yuan, Panasonic and Samsung even average price of more than 8,000 yuan. Domestic brands, in addition to Haier The average price of the products is close to 5,000 yuan, and the average price of the products of Midea, Rongsheng, Meiling, Hisense and other brands are all below 4,000 yuan.
Refrigerator companies should be fully prepared to cope with the decline in the market. In fact, the situation is not optimistic for the whole year. Previously, Aowei Cloud (AVC) forecast data showed that the refrigerator market in 2018 is expected to retail 33.96 million units, a year-on-year increase. 0.6%, the estimated retail sales of 96.4 billion yuan, an increase of 2.6%. From the data point of view, the refrigerator market is almost stagnant.
In summary, the overall demand in the refrigerator market is sluggish, and domestic and foreign brands are hard to be independent. In such a sluggish market environment, the household appliance industry observer Ding Shaojiang believes that the mainstream refrigerator enterprises need to differentiate and key technologies such as preservation and preservation. On the other hand, it is necessary to use innovative technologies and models to expand new user usage scenarios and create new product values and user values to boost the market.