China fridge industry has been struggling in 2017 after multiple factors such as soaring raw material prices, intensified mainstream brand price competition and difficult upgrading of consumption. According to the data, in 2017, the retail volume of the refrigerator market in China was 33 million 760 thousand, down 0.6% from year to year, and the retail volume was 93 billion 900 million yuan, up 3.9% over the same period.
In addition, the online industry’s data also show that the year 2017 refrigerator industry total output of 75 million 162 thousand units, an increase of 0.8%; total sales of 75 million 72 thousand units, representing only a slight increase of 1.2%; of which the domestic fell 5.3%.
The air conditioning industry for more than 20% of the amount of Qizeng situation in stark contrast, even if the washing machine industry also maintains the amount was slightly increased, so the refrigerator industry trend in 2018 concerned.
Promotion of consumption upgrading to promote the preservation of fresh-keeping technology
In recent years the consumer demands for refrigerators have obvious changes, according to a joint investigation in 2017 the PRC joint red top award, consumers in the purchase of the refrigerator is most concerned about the three factors are the preservation technology, energy saving and environmental protection and intelligent control, the preservation technology of the high degree of concern 41.3%.
Fridge enterprises targeted new product research and development is also aware of this problem, compared to previous years focused on intelligent, multi door, frequency conversion and other areas of competition, since 2017, the mainstream brand new high-end product release is more focused on preservation technology level.
To the beauty of the refrigerator as an example, after a series of main products of temperature and humidity precision control of listed won acclaim, and released the ceramics a week of fresh “series, the new return fresh food essence, through the” independent ceramics cabin, wave type stereo air duct and ejector wind bottom air return “three heavy security core design technology of chilled meat ingredients to achieve ideal effect of frozen meat, does not produce instant cut” and “a week long term preservation, nutrition is not lost”.
In order to satisfy users’ demand for fresh storage, Haier launched the whole space fresh refrigerator with refrigerated and frozen freshness. The cryopreservation technology has solved the problem of heating in the air cooled refrigerator, and has become a new way to open the market for frozen storage in 2018.
In addition, MeiLing M fresh refrigerator is also dedicated to water molecule activation preservation technology, this technology can vibration of the water in the food, the activation of water molecules, resulting in resonance force, fission power and penetration, effectively solve the traditional refrigerator preservation time is short, and bagged fresh thawed blood “pain points, finally to achieve long-term preservation.
The appearance of the refrigerator and the door body structure after years of upgrading to flatten, popularization of air and frequency techniques basically completed, highlighting the product homogeneity between different products, the layout is very important, and Ovid cloud forecast, the refrigerator industry in 2018 will focus on iterative preservation technology on race, more advanced preservation technology will help the refrigerator brand competition the high-end market share.
Two line fusion leads to product structural change
Although the overall size of the refrigerator industry trend is not optimistic, but still online platform in 2017 showed the growth, Longmen Orville data show that in 2017 the refrigerator online platform sales of 12 million 230 thousand units, an increase of 28.1%, sales of 23 billion 100 million yuan, an increase of 37.6%.
At present, 90 has become China main consumption, data show that China per 6 people inside there is a 90, their shopping habits are affecting the channel direction of the future development of the home appliance industry, especially when the line on the platform after several years of rapid development, begun to enter the period of steady growth, slowing down the face Internet plus bonus, the refrigerator industry began a new retail model integration ahead of the layout of the line.
In December last year, Jingdong has reached five star appliance and unbounded retail strategic cooperation, which means is to strengthen the integration with the store, business enterprise, through online and offline experiential retail model, will be the next line experience, online purchase become a normalization of the Qu Daomo type.
2018 coincides with the implementation of the policy of home appliances 10th anniversary, after a long period of consolidation of the three or four level market will gradually enter the replacement boom, refrigerator enterprises for three or four level market layout deepening, the Jingdong and star as the representative of the new retail model will also change the channel three or four market to bring new ideas.
Relying on the two line integration cannot do without the corresponding product system, Orville yunwang analysis showed that the 2018 low direct cooling of small volume products have entered the period of contraction; from the low price competition situation of door products, high-end products in the high-end products 10493; compared cross in 2016 mainly concentrated in the low-end market, in 2017 entered the high low-end layout. 2018 will usher in the high-end market competition; in addition, slim and free embedded products of space saving with high prices, will become the new high-end consumer focus.
In 2018 China refrigerator industry scale, Orville yunwang forecast data presented show that the refrigerator market in 2018 is expected to retail sales of 33 million 960 thousand units, an increase of 0.6%, expected retail sales of 96 billion 400 million yuan, an increase of 2.6%. On the price side, the average online price increased 4% over the same period, and the average price under line increased by 7% over the same period.
However, judging from the current prices of raw materials, the refrigerator industry in 2018 manufacturing cost pressures still exist, the Matthew effect refrigerator industry competition HENGQIANG will be more obvious, driven by consumer upgrades, the consumer demand for refrigerators more diversified and personalized, around the user centered innovation is causing a new consumer experience also, for the refrigerator industry in 2018 to create infinite possibilities.
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