China's refrigerator industry stopped falling and rebounded.
From 2014 to 2016, the volume and prices have fallen for three consecutive years, and retail sales have achieved positive growth in 2017, which indicates that China's refrigerator industry has shown signs of a warming up.
According to the total data of omni-channel push, the national refrigerator retail volume in 2017 was 33.76 million units, a year-on-year decrease of 0.6%, and the retail sales were 93.9 billion yuan, an increase of 3.9% year-on-year. This is the first time that the refrigerator market has achieved positive growth in retail sales in the past four years.
Entering 2018, although the sales volume of the refrigerator industry declined year-on-year, retail sales still increased year-on-year.
The total data of omni-channel push shows that from January to April 2018, the retail volume of China's refrigerator market was 9.2 million units, down 3.2% year-on-year, and retail sales were 28.1 billion yuan, an increase of 5.0% year-on-year.
In the same period, the retail volume of refrigerators in the online market was 3.35 million units, a year-on-year increase of 19.3%, and the retail sales were 7.1 billion yuan, a year-on-year increase of 43%.
Where is the refrigerator industry going? Is it a narrow range or a short-lived one?
On May 23, under the guidance of the China Household Electrical Appliances Association and the Ministry of Information and Industry Development of the National Information Center, and sponsored by the State Grid of China, "Ice Lin X Jing AI·Fresh Travel-2018 China Refrigerator Industry Summit Forum" has an impact on the overall refrigerator industry The trend conducted an "inquiry". We will work together to sort out the industrial situation and consumption trends, and explore new driving forces for future market development.
Brand concentration is high, and the refrigerator industry is still uncertainAfter years of fierce battle, China has become the world's largest refrigerator market and exporter. China's refrigerator technology has also achieved many world firsts, and it has gradually assumed the role of industry standard setters, and has the foundation and innovative capabilities to lead the development of the global refrigerator industry. .
With the maturity of technology and consumption environment, consumers' preference for branded refrigerators has become more and more obvious. The refrigerator market is relatively stable, but the corporate competitive landscape is a "stimulus battlefield." The trend of refrigerator consumption closer to brand concentration is becoming more and more obvious.
Offline monitoring data shows that in the first quarter of 2017, the market share of TOP5 brands of refrigerators was 72.6%, and by the first quarter of 2018, the market share of TOP5 brands had reached 77.6%.
Said that with the continuous increase in overall costs and cross-border brands grabbing cakes, mainstream enterprises have become prominent in their scale advantages and high-end market competitive advantages, while small and medium-sized brands are facing a worrisome survival situation and are in danger of being shuffled out.
Faced with the trend of increasing brand concentration in the industry year by year, many refrigerator business leaders believe that the refrigerator industry has reached the final stage. Focusing on endogenous growth and improving overall strength will be the company's long-term competition and cooperation strategy.
"The competition in the final stage is the overall strength of the company. R&D capabilities, innovation capabilities, marketing capabilities, and supply chain integration capabilities are indispensable." Wang Lei, vice chairman of China Household Electrical Appliances Association, pointed out that there are still many uncertainties in the refrigerator market in 2018. Factors, the more confusing the development of the industry, the more it is necessary to accelerate the pace of transformation and upgrading, participate in market competition by improving product power and added value, and meet consumers' different needs and preferences through differentiated functions and designs. Maintain a dominant position in market competition.
Global refrigerators enter the "second half", China debuts with the right to speak
After nearly 40 years of rapid development, China has become the world's largest refrigerator market and exporter, with the foundation and innovative capabilities to lead the development of the global refrigerator industry.
"Now, China's refrigerator industry has gradually entered the'second half', and the scale of production and sales will stabilize. Renewal and structural upgrades have become the main theme of the development of the industry. At the level of corporate operations, user-centric value orientation will also occupy a leading position. ; Brand concentration will further increase significantly, product forms will further evolve, and new channel forms are also in the pipeline." said Lu Shenghua, editor-in-chief of China State Grid.
In fact, the global refrigerator has entered the "second half." Its landmark events include: technological upgrading and product iteration; strong demand for personalized customization; refrigerators are being closely integrated with the health industry, etc. These hot words with a sense of technology are becoming synonymous with the trend of the refrigerator industry, and China is the leader.
Guo Meide introduced that now the air-cooling and frequency conversion technology configuration is gradually saturated, the market penetration is basically completed, and the structure of the volume section of the large-capacity refrigerator has stabilized. What is more eye-catching is the in-depth advancement of differentiated door body innovation. Multi-door products continue to interpret the temperature zone, and gradually develop towards "three-door facing" and "four-door facing", proactively helping consumers to carry out partition management to meet the growing demand for refined storage.
In terms of function, the refrigerator has exceeded the function of storing frozen food. The storage in the refrigerator is no longer limited to fish, fruits and vegetables. The storage needs of women's facial masks, men's tea, and elderly medicines have provided a new development path for the refrigerator industry.
Especially the demand for fresh-keeping of refrigerators is becoming a new selling point. Many refrigerator companies believe that regional storage of fresh food has gradually become an important decision factor for consumers to purchase refrigerator products, and will also become a standard technical function of mid-to-high-end refrigerator products.
In fact, after a variety of differentiated selling points have taken turns, the sluggishness of technology and design in driving refrigerator sales has gradually become weak. Enterprises have returned to the essence of refrigerator products and innovatively upgraded their fresh-keeping technology.
For example, Haier’s full-space fresh-keeping refrigerator is equipped with the original fine-control breeze channel technology and intelligent constant temperature technology, which solves the problem of temperature fluctuations in the refrigerator room leading to the destruction of the food preservation environment, accelerating nutrient loss, and the whitening, drying, and thawing of the freezer meat problem.
Midea's refrigerator microcrystalline technology can make meat ingredients have the ideal effects of "frozen fresh without freezing, fresh meat ready to eat" and "one week long-lasting freshness, no nutrition loss"; Meiling M fresh refrigerator uses water molecules Activating fresh-keeping technology can solve the consumption pain points of traditional refrigerators such as short fresh-keeping time, excessive thawing blood water, and poor fresh-keeping in bags.
A phenomenon worthy of attention is that fresh-keeping has not only become the primary factor for consumers to purchase refrigerators, but more importantly, Chinese refrigerator fresh-keeping technology has established a right to speak in the international fresh-keeping industry.
According to data, as of now, 22 important inventions of Haier refrigerators have been imitated by the global refrigerator industry. Not only that, Haier Refrigerator has become the industry standard maker.
In 2015, Haier Refrigerator led the establishment of the international IEC fresh-keeping standard project and became the first refrigerator company in China's home appliance industry to lead the formulation of international standards.
In 2017, Haier Refrigerator formulated the world's first "Standard for All-Space Fresh-keeping Refrigerators", which stipulated the terms and definitions, technical requirements, test methods, and inspection rules of all-space fresh-keeping refrigerators.
The world’s authoritative organization Euromonitor International released the 2017 Global Refrigerator Market TOP5 list, showing that Haier Refrigerator has ranked first in the world with 17.3% market share for 10 consecutive years, and Korean brands LG and Samsung have 6.9% and 6.1% respectively. The share ranks second and third; US Whirlpool ranks fourth with 4.6%.
In the global refrigerator industry, the brand recognition, market scale, and technical discourse power occupied by Chinese brands are increasing. And this, the result of direct transmission is that when the global refrigerator enters the "second half", China's right to speak is gradually leading the trend of the global refrigerator.
Taizhou Yunzhi Power Equipment Co., Ltd. , https://www.thim-insulator.com