After decades of in-depth development, the popularity of refrigerators in China has been close to saturation, but the surge in consumption upgrades has once again provided an opportunity for the breakthrough of the refrigerator market, gradually rising. Then, how can refrigerator manufacturers grasp the upgrade of consumer demand and trigger a new round of competition upgrade? Can the late-developing enterprises realize the overtaking in the market during the shift period?
Incremental touch, the refrigerator market turns into a "stimulus battlefield"
Entering 2018, the refrigerator market is growing well. 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 volume was 20 billion yuan, a year-on-year increase of 10.5%. The growth rate is in the forefront of household appliances category.
Just as companies are looking forward to the refrigerator market, the sluggish performance during the May Day period has given manufacturers a head start. Also from the Avi Cloud (AVC) 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; the retail sales volume was 8.13 billion yuan, a slight increase of 1.0% year-on-year.
From the Q1 amount increased, to the increase in the edge of the trend in April, and then to the fifth-generation to promote the downturn, the refrigerator market that is about to enter the peak season seems to be "not busy in the peak season." In fact, under the influence of factors such as the lag effect of real estate purchase restrictions, the saturation of households, and the replacement of products in the home appliances to the countryside, the refrigerator market will not experience a large-scale surge in the short term, and even in some selling points, the increment has been Touch the top.
“Whether it is increasing or decreasing, the sales volume of the domestic refrigerator market will not change much, and the growth trend of sales is relatively certain.†Wang Xianju, general manager of TCL White Appliances Division, believes. Conversely, the brand concentration of the refrigerator industry has been rising year by year, which indicates that domestic refrigerator companies are facing a “stimulus battlefieldâ€, and brand elimination may occur at any time.
How to occupy a favorable position in the limited market increment and fierce competition? Focusing on product upgrades and seizing the opportunities in the terminal market to provide more accurate supply is the breakthrough of the refrigerator industry, and among them, The innovation of preservation technology is the core, and refrigerator companies should explore and cultivate new growth space through the layout of the preservation market.
Competition upgrades, the whole army is aiming at the target of preservation technology
Behind the refrigerator industry's aim at preservation technology, more is the structural upgrade under the trend of consumption upgrade and renewal. At present, the income of urban and rural residents in China continues to grow rapidly, and consumer demand is entering a new lane of rapid development. At the same time, consumption levels, consumption quality, consumption patterns, consumption patterns and consumption behaviors all show obvious trends. Changes, new consumption is on the rise. Among them, the quality of consumption is shifting from the low-end to the mid-to-high end, and the consumption pattern is shifting from the material type to the service type, which gradually affects the market competition in the refrigerator market.
Moreover, since the implementation of the policy of home appliances to the countryside in 2008, refrigerator products have been popularized for 10 years. The number of household refrigerators in rural areas is close to urban areas, and refrigerator products have entered a saturated period. With the end of the safe use cycle of the first batch of home appliances to the countryside, it is expected that the replacement of refrigerators in 2018 will be released.
The replacement of the stalls to catch up with the consumption upgrade, the refrigerator industry has also entered the upgrade wave of technological innovation and product innovation from the initial heavy subsidy and price competition model. The focus of the upgrade is the revolutionary growth of refrigerator preservation technology. Healthy eating has become a priority for 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 experience of the refrigerator.
At present, most leading refrigerator companies have taken health preservation as the core layout direction, and the US refrigerator "micro-crystal fresh" is born; Haier refrigerator is the only one in the industry to refrigerate yellow pepper for 7 days without losing the "natural" full-scale preservation technology. World Cooking Competition; Changhong Meiling and Jingdong released M fresh new refrigerator products; TCL integrated frequency air-cooled refrigerator appeared in the first China Independent Brand Expo...
Under the condition that the macro-environmental factors such as cost pressure and real estate regulation continue to ferment, the whole enterprise of the refrigerator enterprise takes the double upgrade of preservation technology and quality as the breakthrough point, continuously optimizes the resource layout of brands, channels and technologies, and guides the competition in the refrigerator market to upgrade.
Innovative and fearless, healthy wisdom and preservation become a broken way
In the diversified preservation technology, TCL refrigerators are unique in their health and wisdom, and are widely favored by consumers. Over the years, TCL refrigerators have been focused on the health of users, and through a healthy and reasonable storage to ensure that the ingredients are fully fresh, providing users with a range of health solutions.
More importantly, starting this year, TCL refrigerators have upgraded their brand strategy to “air-cooled+â€. In 2018, the unique AAT smart sterilization system of TCL refrigerators will be fully popularized in new products above 250L, from food locks. Fresh and nutritious, all new products are 100% equipped with antibacterial door seals and antibacterial handles; according to the plan, by 2020, TCL refrigerators strive to achieve 70% of healthy refrigerator sales, intending to rely on air-cooled technology to create a whole for the global family. The chain's full score is smart and healthy.
In the past, TCL paid more attention to the health preservation of refrigerators. At present, TCL keeps fresh and upgrades, focusing on health and wisdom preservation, and through the combination of preservation and intelligence, it will create a more complete and comprehensive refrigerator preservation program for users. It should be noted that the application of intelligent technology can greatly improve the operational efficiency and accuracy of the fresh-keeping system. The combination of intelligent technology and fresh-keeping 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-cooling + and integrated control double-frequency conversion technology to quickly create a uniform storage space for food, achieve 2 minutes of rapid cooling 1 ° C, lock the ingredients fresh; use full space permanent AAT negative oxygen ion Fresh-keeping technology, providing 360-degree maintenance of dust, deodorization, sterilization and fresh care for the ingredients, achieving a 7-day water retention rate of more than 90% for fruits and vegetables; with intelligent air-cooling and frost-free fresh technology, providing constant temperature for the ingredients Wet space, with large space partition storage, to achieve dry and wet partition, 3 ° C maternal and child area, wine tea health products special food storage area, etc., to create a full range of health care.
On this basis, TCL refrigerator is also the first to achieve the anti-mildew grade silver ion antibacterial handle, the antibacterial rate of 99%, and the use of anti-mildew grade 1 antibacterial door seal, the sterilization rate of Escherichia coli, Staphylococcus aureus up to 99 %, to achieve the health management of the external space of the refrigerator; inside the refrigerator, through the AAT intelligent sterilization system, remove 91.17% of the internal space of E. coli, to create a smart health home for the user to store food from the outside to the inside.
From the fresh storage of ingredients to the health care of family members, TCL refrigerators continue to promote the smart and healthy transformation of products, which has undoubtedly become the way to break the market expansion, and is 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% in March this year. The sales volume of products in the first quarter kept growing, with a total sales volume of 387,000 units, of which the sales volume of air-cooled refrigerators increased significantly. The product structure continued to be optimized, and the average price of the products was improved year on year.
Written at the end:
The refrigerator market has limited increments, and enterprises must catch up with the consumption upgrade and update generations of the fast-paced express train to achieve new breakthroughs through the preservation of fresh-keeping technology. The rising star represented by TCL refrigerators deeply grasps the pain points of users' needs, deepens the upgrade of health and wisdom preservation technology, subverts the traditional brand competition pattern, leads the industry step by step into the structural upgrade and develops new incremental space.
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