After decades of in-depth development, the popularity of refrigerators in our country has been close to saturation, but the wave of consumption upgrades has once again provided an opportunity for breakthroughs in the refrigerator market, and gradually ripples. So, why do refrigerator manufacturers grasp the upgrade of consumer demand and trigger a new round of competition upgrade? Can latecomer companies achieve corner overtaking during the market shift period?
Entering 2018, the refrigerator market is growing well. According to the total data of the omni-channel push, the retail volume of refrigerators in Q1 2018 was 6.56 million units, an increase of 0.5% year-on-year, and the retail sales were 20 billion yuan, an increase of 10.5% year-on-year. The growth rate was among the top household appliances category.
Just as companies were looking forward to the refrigerator market, the sluggish performance during May 1st gave manufacturers a blow again. Also from AVC data, during the May 1st (4.16-5.06) period, the retail volume of refrigerators was 2.44 million units, a year-on-year decrease of 7.2%; the retail sales volume was 8.13 billion yuan, a year-on-year decrease. An increase of 1.0%.
From the Q1 volume increase, to the gradual closing of the growth trend in April, and then to the end of the May Day promotion downturn, the refrigerator market that is about to enter the peak sales season seems to be a bit "not busy." In fact, under the influence of the lagging effect of real estate purchase restrictions, saturation of household ownership, and product replacement in the post-home appliance era, the refrigerator market will not see a large-scale surge in the short term, and even the increase in certain selling points has already increased. Topping.
"Regardless of increase or decrease, the domestic refrigerator market sales will not change much, and the growth trend of sales is relatively certain." said Wang Xianju, general manager of TCL's white goods division. On the contrary, the brand concentration of the refrigerator industry has increased year by year, which indicates that domestic refrigerator companies are facing a "stimulus battlefield", 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 changing terminal market to provide more precise supply is the way to break the situation in the refrigerator industry. Among them, the innovation of preservation technology is the core. Refrigerator companies should explore and cultivate new products through the layout of the preservation market. Room for growth.
Competition upgrades, the whole army is aiming at the bullseye of preservation technologyBehind the refrigerator industry's aim at preservation technology, more lies in the structural upgrade under the trend of consumption upgrade and replacement. At present, the income of urban and rural residents in my country 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 have all shown obvious trends. Changes and new consumption are in the ascendant. Among them, the quality of consumption is changing from low-end to mid-to-high end, and the consumption pattern is changing from material-based to service-based, which gradually affects market competition in the refrigerator market.
Moreover, since the country implemented the home appliances to the countryside policy in 2008, refrigerator products have gone through 10 years of popularization, and the number of refrigerator products per 100 households in rural areas is now close to that of urban areas, and refrigerator products have entered a period of saturation. With the end of the safe use cycle of the first batch of home appliances to the countryside, it is expected that the demand for the replacement of refrigerators will be released in 2018.
Renewing the gears to catch up with the consumption upgrade, the refrigerator industry has also stepped into an upgrade wave of technological innovation and product innovation from the initial heavy subsidy and price competition model. The focus of the upgrade is the transformation and growth of refrigerator fresh-keeping technology. Healthy eating has become a priority 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 way to improve the overall experience of refrigerators.
Nowadays, most leading refrigerator companies have taken health preservation as their core layout direction, and Midea refrigerator "Microcrystalline Weekly Fresh" new product turned out; Haier Refrigerator joined Bogus with the industry's only full-space preservation technology that refrigerates yellow peppers without losing its "natural color" for 7 days World Cooking Competition; Changhong Meiling and JD.com jointly released the new M Fresh refrigerator products; TCL integrated frequency conversion air-cooled refrigerator appeared in the first China Independent Brand Expo...
With the constant fermentation of macro-environmental factors such as cost pressures and real estate regulation, the entire army of refrigerator companies has taken the dual upgrade of preservation technology and quality as a breakthrough, and continued to optimize the layout of resources such as brands, channels and technologies to guide the upgrade of the refrigerator market competition across the board.
Innovation and fearlessness, health and wisdom are the way to break the gameAmong the diversified fresh-keeping technology methods, TCL refrigerators are unique in their healthy and intelligent fresh-keeping and are widely favored by consumers. For many years, TCL refrigerators have been focusing on the health of users, ensuring the freshness of the ingredients through healthy and reasonable storage, and providing users with a series of health solutions.
More importantly, starting this year, TCL refrigerators will upgrade their product brand strategy to "air cooling +", that is, in 2018, the unique AAT smart sterilization system of TCL refrigerators will be fully popularized in new products above 250L, starting from food locks. Fresh and nutritious and healthy, all new products are 100% equipped with antibacterial door seals and antibacterial handles. According to the plan, by 2020, TCL refrigerators will strive to achieve 70% of the sales of healthy refrigerators. It intends to rely on air-cooling technology to create a whole The full score of the chain, a smart and healthy life.
In the past, TCL paid more attention to the healthy preservation of refrigerators. At present, TCL's fresh-keeping upgrades focus on healthy and intelligent preservation. Through the dual-effect combination of preservation and intelligence, it creates a more thorough and comprehensive refrigerator preservation plan for users. It should be noted that the application of smart technology can greatly improve the operating efficiency and accuracy of the preservation system, and the strong combination of smart technology and preservation technology is an important mode to improve the overall preservation level of refrigerators.
The TCL integrated frequency conversion air-cooled refrigerator relies on multiple air cooling + and integrated control double frequency conversion technology to quickly create a uniform storage space for the ingredients, achieve 2 minutes of rapid cooling at 1 ℃, and lock the freshness of the ingredients; use the full-space permanent AAT negative oxygen ion Fresh-keeping technology provides 360-degree maintenance for food ingredients, which integrates dust removal, deodorization, sterilization, and fresh care, achieving a water retention rate of more than 90% for fruits and vegetables for 7 days; with smart air-cooled frost-free fresh-keeping technology, it provides constant temperature and constant temperature for food materials. Wet space, with large space partition storage, to achieve dry and wet partitions, 3℃ mother and baby area, special food storage area for wine, tea and health products, etc., to create a comprehensive health care.
On this basis, TCL refrigerators are also the first to achieve anti-mildew level 1 silver ion antibacterial handles, with an antibacterial rate of 99%, and adopt anti-mildew level 1 antibacterial door seals, which have a sterilization rate of 99% for Escherichia coli and Staphylococcus aureus. %, to realize the health management of the external space of the refrigerator; inside the refrigerator, through the AAT smart sterilization system, 91.17% of the internal space of E. coli is removed, creating a smart and healthy home for users to store ingredients from the outside to the inside.
From fresh storage of ingredients to family health care, TCL refrigerators continue to promote the smart and healthy transformation of products, which undoubtedly become a breakthrough for market expansion, and is a more comprehensive and effective refrigerator preservation solution in the industry. Based on this, the report for the first quarter of 2018 disclosed by TCL Group Co., Ltd. showed that in March this year, TCL refrigerators increased by 16.1% year-on-year, and product sales continued to grow in the first quarter, with a total of 387,000 units, of which air-cooled Refrigerator sales volume increased significantly, product structure continued to be optimized, and product average prices improved year-on-year.
Written at the end:The market for refrigerators is limited in increments, and companies must take the express train of consumption upgrades and renewal tides, and achieve new breakthroughs through the upgrading of fresh-keeping technology. The rising star represented by TCL refrigerators deeply grasps the pain points of users' needs, deeply cultivates the upgrade of healthy and smart preservation technology, subverts the traditional brand competition pattern, leads the industry step by step on the right track of structural upgrading, and opens up new incremental space.
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