"Xinfei advertising is doing well, it is better than the new flying refrigerator." An advertisement that used to be popular in the north and south of the Yangtze River has made many friends in the 80s remember deeply, but now they only leave a sigh of relief. The former "king of the refrigerator" Embarked on the path of decline. According to reports, the nearly 5,000-year-old Dafei Xinfei has now announced the reorganization, and the entire shares of its three companies, Xinfei Electric, Xinfei Household Appliances and Xinfei Refrigeration Appliances, will begin public auction on June 28.
This is an era of rapid development, and an era of survival of the fittest! The king who shined in the refrigerator market in the past has reached the point of today, and has sounded the alarm for domestic refrigerator companies and even home appliance companies. So, what kind of state is the current refrigerator market in? In the era when such a new technology and new functions are constantly innovating, how should refrigerator companies maintain the advantage of “strong and strong�
Development status: the refrigerator market is hot on the line, the offline is down, and the quantity is stable and becomes the normal state.
The volume has risen to become the "new normal." After three years of falling, the refrigerator market ushered in a turnaround in 2017, and the retail sales rose year-on-year. In 2018, the refrigerator market continued its steady growth. According to Omni Cloud (AVC) omni-channel total data, from January to May 2018, the retail sales of refrigerators reached 12.03 million units, down 3.8% year-on-year, and retail sales was 35.4 billion yuan, up 3.4% year-on-year. And it is predicted that the retail volume of the refrigerator market in 2018 will reach 33.96 million units, an increase of 0.6% year-on-year, and the retail sales will reach 97.8 billion yuan, an increase of 4.1%.
The line is hot and the line continues to be sluggish. The changes in consumer spending habits and the continuous enrichment of online market products, coupled with the promotion of e-commerce festivals in recent years, have prompted the rapid development of the online market, and the home appliance market has presented a view of the 'ice and the sky'. The performance of the refrigerator market in 2018 is even more so. According to big data from Avi Cloud (AVC), the online retail volume of refrigerators was 5.277 million units in January-May 2018, up 20.9% year-on-year, and the retail sales volume was 11.49 billion yuan, up 52.1% year-on-year; offline retail The volume scale was 2.959 million units, down 15.5% year-on-year. The retail sales volume was 12.47 billion yuan, down 4.2% year-on-year. The gap between online and offline continued to shrink.
Industry brand concentration has increased. The current refrigerator market is relatively stable, but competition among enterprises is becoming more and more fierce. Since last year, the prices of raw materials in the upstream of refrigerators have continued to rise, corporate cost pressures have continued, and SMEs have been suffering. The mainstream brands of refrigerators rely on large-scale procurement capabilities, and continue to introduce high-end products to increase average prices, showing a steady increase in volume. Good posture. According to the Avi Cloud (AVC) offline monitoring big data, the market share of the TOP5 brand of refrigerators in the first quarter of last year was 72.6%. By the first quarter of this year, the market share of the TOP5 brand had reached 77.6%.
The refrigerator returns to the essence of preservation. From the product type, the air-cooling, frequency conversion technology configuration is gradually saturated, the market penetration is basically completed, and the volume structure of the large-capacity refrigerator is also becoming stable. Many refrigerator companies have returned to the essence of the refrigerator-preservation. At present, the fresh-keeping products on the market are constantly available, and they also have bright performances, such as Haier's “dry and wet storageâ€, Casa Di “oxygen preservationâ€, Midea “micro-crystal freshâ€, Meiling “M fresh†The long-lasting fresh-keeping products of Shengli, etc., the participation and promotion of these mainstream enterprises are bound to lead the competition of refrigerator products to the era of preservation.
Enterprise Development: Changing Innovation is the Only Way for Enterprises to Continue to Develop
China's refrigerator industry has experienced the introduction period, growth period, rapid development period and rapid popularization period. Now it has entered the post-policy period, and the development of the refrigerator industry has entered the second half. The industry and enterprises should continue to innovate in order to achieve better development.
After experiencing rapid development, the current domestic refrigerator market, whether it is increasing or decreasing, the market sales will not change too much, and the growth of sales is relatively certain. In the increasingly saturated environment of the domestic market, refrigerator companies want to make a difference. In addition to taking the internationalization strategy, innovation is also a magic weapon to expand the domestic demand. Refrigerator companies only continue to carry out technological upgrading and innovation, and produce more excellent and more avant-garde products through innovation, so that people can choose to upgrade and effectively expand domestic demand.
Although there are still many uncertain factors in the development of the refrigerator market in 2018, the more it is in such a developmental period, the more enterprises need to accelerate the pace of transformation and upgrading, and participate in market competition by improving product strength and added value, through differentiated functions. And designed to meet the different needs of consumers, so that it is possible to maintain a strong position in the market competition.
Kindwin Technology (H.K.) Limited , https://www.ktlleds.com