In the first quarter of 2018, the volume and amount increased, and the refrigerator market ushered in a long-lost time. The opening of the big business, the business operators of all enterprises are happy. However, this joy did not last long. According to some enterprises, the sales growth in April has been reduced, and the “May 1st†promotion has also been depressed. The refrigerator market seems to be somewhat uncertain.
Recently, China National Grid has conducted on-site visits to a number of refrigerator companies. The responsible persons of relevant enterprises are cautiously optimistic about the trend of the refrigerator market in 2018. In the case of continuous pressures such as cost pressure and real estate regulation and control, they hope to take the dual upgrade of product structure and quality as a breakthrough, while continuously optimizing the distribution of resources such as brands, channels and technologies, and further exploring and cultivating new market growth space. .
The amount of the first quarter increased in 2018. The market is relatively stable.
During the visit, when it comes to the refrigerator market in the first quarter of 2018, the heads of all enterprises are all happy. Volume and amount increase, this is the answer sheet that most companies hand over, and it is also the trend of the market.
Aowei Cloud Network (AVC) omnichannel data shows that in 2018, the retail volume of Q1 refrigerators was 6.56 million units, a year-on-year increase of 0.5%, and the retail sales amounted to 20 billion yuan, a year-on-year increase of 10.5%. In another market research organization, Yikang pushed the total data to show that in the first quarter of 2018, the retail volume and retail sales of refrigerators increased by 2.2% and 14.7% respectively.
However, the situation of increasing quantity and amount has not lasted for too long. The total data of Omni Cloud.com shows that although the refrigerator market is about to enter the peak season of sales, 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; the retail sales volume was 8.13 billion yuan. Micro growth of 1.0%.
"On the one hand, the big environment has not been greatly improved. On the other hand, the intensive promotion has already overdrawn some of the demand in advance, so there will be some iterations in the refrigerator market." Zou Wenhui, general manager of Meiling's domestic marketing division, believes that the domestic refrigerator market cannot be too optimistic. It is not too pessimistic. Although various unfavorable factors still exist, the refrigerator market in 2018 is still promising under the support of “home appliances to the countryside†product renewal and consumption upgrade bonus.
In fact, Wang Xianju, general manager of TCL White Appliances Division, also expressed a similar view: “Whether it is increasing or decreasing, the sales volume of the domestic refrigerator market will not change much, and the growth of sales is relatively certain. â€
Wang Xianju told China National Grid that sales volume showed a gratifying growth momentum when sales in the industry did not change much. This shows that product structure optimization under the consumption upgrade dividend has driven the improvement of average price, and enterprises should seize the changes in the terminal market. Opportunities provide a more accurate supply.
According to the analysis of Ovi Cloud, the refrigerator industry is stable in the next three years under the influence of three factors: the lag effect of real estate purchase restriction, the saturation of households and the replacement of products in the era of home appliances to the countryside. It is estimated that the retail market of refrigerators in 2018 will be 33.96 million units, a year-on-year increase of 0.6%, and the retail sales will be 96.4 billion yuan, a year-on-year increase of 2.6%.
Brand concentration continues to rise, fresh-keeping war begins
From the previous "four golden flowers" to the current "1+4+N" pattern, the brand concentration of the refrigerator industry has been rising year by year. This indicates that domestic refrigerator companies are facing a “stimulus battlefieldâ€, and brand elimination may occur at any time.
The monitoring data of Aowei Cloud Network shows that the market share of TOP5 brand in the refrigerator industry in 2017 is 72.6%. By 2018, the market share of TOP5 brand has reached 77.6%.
Zou Wenhui told China National Grid that the refrigerator industry has reached the final stage. The phenomenon of structural upgrading and price wars has existed at the same time. It is inevitable that brands will be eliminated. This final test is the comprehensive strength of the company.
"Competition between enterprises does exist, but the US is now more concerned about the improvement of product strength, brand power and consumer experience." Chen Yafei, director of the marketing department of Midea Refrigerator Domestic Marketing Company, said that in 2017, the US refrigerator sales and product average price growth rate is far. Far above the industry's growth level, it will further provide consumers with more convenient and comfortable products and life solutions through innovative methods of “innovative technology at the living site†and CDOC product project development process.
To sort out the broken way of the refrigerator industry, the consistency of the corporate focus focuses on product upgrades, while the core of product upgrades is the innovation of preservation technology. During the investigation of China National Grid, the launching ceremony of the new refrigerator “Micro-Crystal Fresh†was held in Beijing. Changhong Meiling and Jingdong released M fresh new refrigerator products. TCL integrated frequency air-cooled refrigerator appeared in the first China Independent Brand Expo. The fresh-keeping war of smoke seems to be taking place.
"In the trend of quality life, healthy eating is undoubtedly the priority of consumers, which also promotes the refrigerator industry to return to the essence of preservation." Wang Xianju believes that after the frequency conversion, air cooling, the competition of the retail selling point will return to the innovation of preservation technology.
For the strong return of smart selling points and fresh selling points, Zou Wenhui said that smart home appliances is a big trend, but the application of refrigerator intelligent applications and experiences still needs to overcome some obstacles, and the return of fresh selling points is just the right time.
“There is no trade-off between preservation and intelligence. The application of intelligent technology can greatly improve the operational efficiency and accuracy of the preservation system.†Chen Yafei believes that the intelligent experience of the refrigerator needs to be improved more than the interaction level, while the smart technology The combination with preservation technology is an important way to improve the overall preservation level and experience of the refrigerator.
On May 23, the “2018 China Refrigerator Industry Summit Forum†, hosted by the China Household Electrical Appliances Association and the Information and Industry Development Department of the National Information Center and hosted by China National Grid, will be held in Beijing. At that time, domestic and foreign mainstream refrigerator brands and channel representatives will be represented. They will gather together to comb the industry development and consumption trends, further explore the road of transformation and upgrading of the refrigerator industry, and seek new impetus for future market growth.
Fight for the market cake
The competition between countries is a comprehensive national strength, and so is a business. In the final stage of the refrigerator, it is a contest of comprehensive strengths of products, technologies, brands, channels and services.
It is understood that in addition to continuously optimizing the channel layout, the AAT smart sterilization system unique to TCL refrigerators in 2018 will be fully popularized in new products above 250L. All new products are 100% equipped with antibacterial door seals and antibacterial handles, and TCL refrigerators by 2020 Strive to achieve a healthy refrigerator sales accounted for 70%.
Wang Xianju told China National Grid that in addition to health preservation as a breakthrough point, TCL has transformed the technical concept of “integrated inverter air cooling†into a more humanized “intelligent wind system – air supply intelligent precision cooling and rapid uniformityâ€. "One good frequency conversion - 2 minutes of rapid cooling 1 ° C", "full space negative oxygen ion fresh - 7 days lock water rate of 92% or more" and other selling points, so that consumers more easily understand the product characteristics to promote sales.
In addition to working with channels to create an active brand, Meiling has also vigorously promoted “storage comparison experiments†in marketing, and used a more intuitive way to let Meiling refrigerators accept the masses' inspections. According to Zou Wenhui, the "storage comparison experiment" with the "killing skills" that were unsatisfactory for unconditional return within six months made the sales of Meiling refrigerators rise.
In addition, the beauty of the “channel is king†has been transformed into “technical controlâ€. In addition to the comprehensive efforts of brands, channels and services, Midea's refrigerators pay more attention to product strength. According to Chen Yafei, most of the innovations in refrigerator fresh-keeping technology are concentrated in the cold storage room, and the United States has taken a different approach to insight into consumer demand. In addition to taking into account the refrigeration and preservation, the company has launched a “microcrystalline one week fresh†series of refrigerators. Let the meat ingredients have the ideal effect of “freezing chilled, fresh meat ready to eat†and “long-lasting fresh-keeping and no loss of nutritionâ€.
In addition to product, technology, brand, service and other factors, industry professionals generally believe that the use of refrigerator products has already rushed out of the kitchen to the living room, office and other places, the refrigerator's design, space utilization is also an important support to create differentiated selling points, The stylish appearance and the difference in the sales of door refrigerators are real examples. (Xue Kui)
Dc Relay,Dc Power Relay,Condenser Contactor,Voltage Protection Relay
NanJing QUANNING electric Co.,Ltd , https://www.quanningtrading.com