Since September, all major appliance stores have entered the traditional 'Golden September and Silver 10' promotion season. According to the authoritative organization Zhongyikang data, due to market saturation, rising raw material prices, etc., during the National Day, the overall growth of life appliances Compared with the same period of last year, the amount of freezer industry increased by -3.7%. In the case of industry decline, Haier refrigerators achieved a contrarian growth, with a growth rate of 3.7% and a share of 52.1%, up 3.9% year-on-year, ranking first in the industry.
According to Jingdong big data analysis, the festive atmosphere of the 11th Golden Week has stimulated people's willingness to consume high-quality products. High-end, smart and healthy home appliances have become the main driving force for consumption. In terms of the freezer market, 40 weeks. The industry has sales of 35.33 million and sales volume of 19,700 units. Among them, high-quality freezer products that satisfy consumers' health, humanization and artistic quality have shown strong growth momentum.
According to industry experts, as the trend of consumption upgrading becomes more and more obvious, the demand for new home appliance market in China is gradually opening up, high-end, quality is developing and growing mainstream, color TV has been completely replaced, refrigerators and freezers are in the upgrade stage, and small appliances are popularized and upgraded in parallel. Among them, consumers' demand for freezer is no longer limited to the preliminary function of freezing and preserving, but puts higher requirements on factors such as healthy nutrition and interactive experience.
Throughout the domestic freezer market, although many merchants in the market are wearing the slogan of high-end freezer, in fact, the technical upgrade of most of the freezer products is still not complete, such as 'no frost', which is actually an increase in the frost reduction rate, while Haier refrigerators rely on the wind. Cold technology has completely solved the frosting problem that has plagued users for many years, and has fulfilled the satisfaction of consumers' needs. It further confirms that the strength of science and technology determines the market share of products. Its annual cumulative share of 43.7% is the best consumer feedback.
In addition, taking the vertical product matrix of Haier freezer layout as an example, the new lineup including the frost-free vertical freezer, the blasting vertical freezer, the full-opening drawer freezer, etc., is given to the user. The unique and novel freezer experience provides professional food solutions for different levels of users such as fitness experts and high-end storage, which has also become a powerful driving force for the overall performance growth.
Haier freezer outperformed the industry in the Golden Week, and ranked first in the market. It is the result of high-end layout. It is also inseparable from the technological innovation and product iteration under the guidance of users' thinking. Haier freezer is still in the single-in-one Under the guidance of the model, realize the diversified layout of the freezer market, and build a vertical freezer product matrix by deepening the fine, comfortable and healthy storage needs of consumers, for high-end, maternal, fitness, beauty, medicine, etc. Circle users provide professional food frozen and fresh-keeping solutions.