After decades of in-depth development, the popularity of refrigerators in our country is approaching saturation, but the incoming wave of consumer upgrades has once again provided an opportunity for breakthroughs in the refrigerator market, gradually embarrassing. Then, how can refrigerator manufacturers grasp the upgrade of consumer demand and trigger a new round of competition upgrade? Can the late-going company achieve a curve overtaking in the market shifting period?
Incremental touch-top, refrigerator market as "stimulus battlefield"
In 2018, the refrigerator market has shown good growth. According to AVC's omni-channel push total data, retail sales of Q1 refrigerators reached 6.56 million units in 2018, an increase of 0.5% year-on-year, and retail sales of 20 billion yuan, a year-on-year increase of 10.5%. The growth rate ranked top among household appliances.
While companies are looking forward to the refrigerator market, the downturn during the May 1st period has given manufacturers a head start. Also from AVC Cloud Data, during the May 1st (4.16-5.06) period, the retail volume of refrigerators was 2.44 million units, down 7.2% year-on-year; retail sales volume was 8.13 billion yuan, a slight increase of 1.0% year-on-year.
From Q1, the quantity increased, and in April, the growth momentum came to an end. Then, the Big Five promoted the downturn and the refrigerator market, which is about to enter the sales season, seemed to have some “no peak seasonâ€. In fact, under the influence of the lagging effects of real estate purchase restrictions, the saturation of household ownership, and the replacement of new products in the era of home appliances, the refrigerator market will not experience large-scale explosions in the short-term, and even in certain selling points Touch the top.
"Whether it is increase or decrease, domestic refrigerator market sales will not change too much, while the sales growth trend is relatively certain." Thang Wang, general manager of white household appliances, said that the move. On the contrary, the concentration of brand in the refrigerator industry has been increasing year by year. This indicates that the domestic refrigerator companies are facing a "stimulating battlefield," and brand elimination may occur at any time.
How to occupy a favorable position in the limited market increase and fierce competition? Focusing on product upgrades and seizing the opportunities in the terminal market to provide more accurate supply is the way to break the refrigerator industry. Among these, the innovation of fresh-keeping technology is the core, and refrigerator companies should explore and cultivate new products through the deployment of fresh-keeping markets. Room for growth.
Competition upgrades, the military aims at fresh-keeping technology
Behind the preservation technology of the refrigerator industry, more is the upgrading of the structure under the trend of consumption upgrade and replacement. At present, the income of urban and rural residents in China continues to grow rapidly, and consumer demand is entering a new lane that is rapidly developing. At the same time, consumption levels, consumer quality, consumption patterns, consumption patterns, and consumer behavior have all shown obvious trends. Change, new consumption is in the ascendant. Among them, consumer quality is shifting from low-end to mid-to-high-end, and consumption patterns are shifting from physical to service-type, which will gradually affect the market competition in the refrigerator market.
Moreover, since the country implemented the home appliances to rural areas policy in 2008, the refrigerator products have been popularized for 10 years. The current household refrigerator product has nearly 100 possessions per 100 households. The refrigerator products have entered the saturation period. With the end of the first cycle of safe use of home appliances to the countryside, it is expected that the replacement of refrigerators will be released in 2018.
The upgrading of the replacement estuary to catch up with consumer upgrades, the refrigerator industry also began with heavy subsidies, heavy price competition model, into a wave of technological innovation and product innovation upgrade. The focus of the upgrade is the innovation and growth of refrigerator preservation technology. Healthy diet has become the priority appeal of consumers. The refrigerator industry is gradually returning to the essence of preservation. This is the third competitive selling point after frequency conversion and air cooling. The innovation of preservation technology will be an important path to improve the overall use experience of refrigerators.
Most of the leading refrigerator companies nowadays have taken health preservation as the core layout direction, and the new refrigerators of the United States have emerged as “microcrystalline fresh onesâ€; Haier refrigerators join the Bogus with the only refrigeration technology in the industry for 7 days without losing the “natural†all-round preservation technology. World Cuisine Competition; Changhong Meiling cooperates with JD.com to announce M Fresh Fresh Foods refrigerator products; TCL integrated frequency conversion air-cooled refrigerator unveiled the first China independent brand exposition...
Under the circumstances that the macro-environmental factors such as cost pressures and real estate regulation are constantly fermenting, the whole army of refrigerator companies has made breakthroughs in the dual upgrade of fresh-keeping technology and quality, continued to optimize the distribution of resources such as brands, channels, and technologies, and guided the upgrade of the refrigerator market competition.
Innovation is fearless, health and wisdom preservation is the way to break
In the diversified fresh-keeping technology, TCL refrigerators are unique in their health and wisdom, and are widely favored by consumers. For many years, TCL Refrigerator has been focusing on the user's food health, ensuring the freshness of ingredients through healthy and reasonable storage, providing users with a series of health solutions.
More importantly, starting from this year, TCL refrigerators will upgrade their brand strategy to “air-cooled+â€, that is, in 2018, TCL’s unique AAT Smart Decontamination System will be fully popularized for new products over 250L, and will be locked from foodstuffs. Fresh and healthy nutrition, all new products are equipped with anti-bacterial door seals and anti-bacterial handles. According to the plan, by 2020, TCL refrigerators will strive to achieve healthy refrigerator sales accounting for 70% of the total, intending to rely on air-cooled technology to build a global family. The perfect score for a healthy life of the chain.
In the past, TCL paid more attention to the health and preservation of refrigerators. At present, TCL keeps fresh and upgrades, and it is mainly focused on keeping health and wisdom fresh. Through the combination of freshness and intelligence, it has created a more thorough and comprehensive refrigerator preservation program for users. It should be noted that the application of intelligent technology can greatly enhance the operational efficiency and accuracy of the preservation system. The combination of intelligent technology and preservation technology is an important mode to improve the overall preservation level of the refrigerator.
TCL integrated variable frequency air-cooled refrigerator relies on multiple air-cooled + and one-piece control dual conversion technology to quickly create a uniform storage space for ingredients, achieve 2-minute fast cooling 1°C, lock fresh ingredients, use full-space permanent AAT negative oxygen ions Fresh-keeping technology provides 360-degree conservation of dust, deodorization, sterilization, and fresh care for ingredients. It achieves a water retention rate of more than 90% for 7 days in fruits and vegetables. With smart air-cooled and frost-free technology, it provides constant temperature and constant for food ingredients. Wet space, with large space partition storage, to achieve wet and dry zoning, 3 °C maternal and child area, wine tea health products special food storage area, etc., to create a comprehensive health care.
On this basis, TCL refrigerator also took the lead in achieving anti-mildew level 1 silver ion antibacterial handles, antibacterial rate of 99%, and the use of anti-mildew grade 1 antibacterial door seal, E. coli, Staphylococcus aureus sterilization rate of up to 99 %, to realize the healthy management of the external space of the refrigerator; in the interior of the refrigerator, through the AAT intelligent degerming system, 91.17% of the internal space E. coli is removed, and a smart and healthy home for the user to store ingredients is stored from the outside to the inside.
From the fresh storage of foodstuffs to the health care of family members, TCL Refrigerator continues to promote the smart and healthy transformation of products, which undoubtedly becomes the breaking ground for market expansion and a more comprehensive and effective refrigerator preservation program in the industry. Based on this, TCL Group Co., Ltd. disclosed the first quarterly report of 2018, which showed that TCL refrigerators increased by 16.1% year-on-year in March. The sales volume of the first quarter continued to increase, and the sales volume totaled 387,000 units, of which the sales of air-cooled refrigerators increased significantly. The product structure continued to be optimized and the average price of the products improved year-on-year.
Written at the end:
The increase in the refrigerator market is limited, and companies must catch up with consumer upgrades and replacements, and achieve new breakthroughs through upgrading preservation technology. The rising star represented by TCL refrigerators has deeply grasped the pain points of user needs, deepened the upgrading of health and wisdom preservation technology, subverted the traditional brand competition, led the industry step by step into the right path of structural upgrading, and explored new incremental space.
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