The refrigerator cold cabinet "1+1" fires the home appliance market to show strong toughness

The refrigerator cold cabinet market is to be developed

Since the second quarter of this year, the sales of cold products have recovered, the refrigerator market has stabilized, and the sales of cold cabinets have been hot, showing the strong toughness of the home appliance market.

In the face of multiple pressures, the refrigerator bone enterprises have faced the difficulties, actively act, strengthen effective supply and innovative supply, and do everything possible to meet user needs. This not only promotes its high -quality development, but also makes the mature home appliances glowing more vibrant vitality.

The refrigerator cold cabinet "1" fire

Taking advantage of the promotion of "618", Zong Xiaohui, a resident of Yicheng Street, Wuxi City, Jiangsu Province, purchased a 580 -liter Meiling M fresh refrigerator at a price of 8999 yuan, and the manufacturer attached a 100 -liter cold cabinet.

"My new house is renovated, and the whole set of home appliances need to be added. Large -capacity refrigerators are essential." Zong Xiaohui said that this year's epidemic situation is repeated, the control measures are strict, and there are many dishes to buy at home. The original old refrigerator has a small capacity and urgently needs to be changed. In addition, family members like to drink tea, store all kinds of tea, and always have the idea of ​​adding cold cabinets.

After comparison of product functions and prices, Zong Xiaohui fancy Meiling M fresh refrigerator. It happened that Meiling carried out the "1+1" package activity in the full -end store, buying one get one free, saving trouble and worry.

"Really meet the needs of users' large -capacity storage, not only to stock more ', but also" stocks are fresh', it is not enough to rely on one refrigerator. "Liu Xiangyang, head of Changhong Meiling Marketing Department, told reporters that the company initiated" 1 +1 "scientific stocking model, give play to the collaborative effect of refrigerator and cold cabinets, not only solve the user's storage needs under the epidemic, but also meet its healthy and quality life pursuit, which is welcomed by the market. In May alone, 586 sets of packages were sold to achieve the expected goals, which led the average price and share of refrigerators and cold cabinets. In the month, the sales of Meiling Cold Cabinet increased by 171%year -on -year, and the market was greatly won.

Meiling products are selling, but it is just the epitome of the refrigerator market gradually recovered. Although it was unfavorable in the first quarter of this year, the epidemic factors in March and April drove the demand for the storage of household ingredients in some regions to rise, and the refrigerator and cold cabinet ushered in a new wave of growth opportunities. With the improvement of the epidemic prevention and control situation, in May, the retail volume and retail sales of the refrigerator market increased by 10.0%and 11.9%year -on -year, respectively.

"Beginning in June, the sales of refrigerators have increased large -scale growth." Li Qiang, vice president of Hisense Refrigerator and general manager of the refrigerator marketing company, said that in this year's "618" promotion, the sales model of the Rongsheng brand reform channel is On the first day of the platform, the sales exceeded 20 million yuan, ranking first in the Douyin brand list of 3C digital appliances.

According to the monitoring of Aowei Cloud Network, during the "618" promotion period, the retail volume and retail sales of refrigerators in the online market increased by 11.7%and 12.8%, respectively, and the retail sales and retail sales of cold cabinet increased by 53.1%and 48.4%, respectively. "The opportunity for the refrigerator to change the new and small refrigerators and cold cabinets The small window is hidden." Pei Dongmin, research director of the Oviyun.com's home appliance division, analyzed that although the downward pressure on the market is large, the effects of the good property market and the benefits of consumer policies have gradually emerged. Manufacturers have actively promoted, and the recent realization of the refrigerator market has increased.

In the opinion of Wang Lei, secretary general of the China Home Electric Association, the epidemic that lasted for nearly 3 years has brought great changes to people's lives, and it has also brought a lot of impact to the home appliance market. Relatively speaking, the demand for the refrigerator market has always been strong. The refrigerator has just demanded attributes in daily life and the guarantee attributes are prominent in special periods.

Data show that in 2020, the retail sales of the home appliance market decreased by 11.3%year -on -year, and the retail sales of the refrigerator market decreased by only 1.4%year -on -year. In 2021, the retail sales of the refrigerator market increased higher than 4.3 percentage points higher than the home appliance market. In the first quarter of 2022, the categories such as color TV, washing machines, air conditioners, kitchen appliances, and small appliances fell significantly. The retail sales of refrigerators dropped only 3 percentage points lower than the industry's market.

Due to the development of the market

The refrigerator is one of the closest home appliances with the people's life. With the changes in user needs, large capacity and health preservation have become the mainstream development trend of the refrigerator industry.

A large capacity is the most important refrigerator function point for young people. How to increase the storage volume of the refrigerator in a limited space? The boss electrical appliances and Panasonic effectively release the bottom space through the design of the top structure of the compressor; Haier will integrated the core compressor, evaporator, and condenser as a whole to enhance the overall use space.

For consumers who want the refrigerator to occupy a small area, have a large capacity, and realize the integrated decoration style of home appliances, ultra -thin refrigerators are the first choice. JD.com's "618" data shows that the transaction of ultra -thin refrigerators was three times that of last year.

"By adopting the world's leading fourth -generation foam technology and thermal insulation materials, Rongsheng WILL Super Space refrigerator controls the wall thickness to 33mm, which reduces the thickness of the traditional refrigerator by 44%. While the overall becomes thinner, the capacity and thermal insulation performance have been greatly improved significantly. Release more space for the room. "Li Qiang said that the large capacity comparison (capacity/volume) is one of the main direction of the company's main attack.

With the popularity of healthy life, consumers have become more "harsh" for fresh demand for freshness in ingredients. Refrigerators have strengthened technological innovation, and the ultimate selling points such as fresh -keeping, vacuum preservation, and oxygen control.

Haier has continued to upgrade original technology such as constant temperature and freshness and sterilization system, and is applied to more market products. Taking the constant temperature preservation technology as an example, this technology realizes the temperature of the refrigerator's freezing room close to zero fluctuations, the wind speed reaches 0m/s, and the frozen meat is still preserved for 30 days. Meiling has made a long -term preservation of fresh -keeping. The water molecule activates fresh -keeping technology to solve the pain points of the short -term preservation time, the thawing of blood and water, and the poor pockets. "Storage beyond fresh -keeping is one of the future opportunities of the refrigerator industry." Zhang Huawei, director of the refrigerator user and product center, believes that the industry must deeply dig into the value attribute of intelligent technology and allow the refrigerator to break through the function of "storage+fresh -keeping" and inject it " New functional value of nutrition management.

Optimize the potential of the structure

Data show that the amount of 100 households in the refrigerator (cabinet) products in my country has exceeded 100, and the refrigerator market is in the stock stage, and the update demand has become the lead. "In the future, the refrigerator market demand will remain stable, but based on multiple factors such as consumer quality demand and industrial technology development, the industry will still have the opportunity to upgrade the industry." Pei Dongmin believes.

The high -end market is a must -have place for refrigerators. According to the data of Zhongyikang, in the 23 weeks of 2022, the retail sales of refrigerators with more than 10,000 yuan in the offline market accounted for as high as 34.6%, and the high -end user high -end demand was strong. From the perspective of brand layout, more and more brands began Make high -end upgrade.

Haier has obvious advantages in the refrigerator market. As of the 23rd week of this year, the cumulative retail sales of Haier refrigerators increased to 43.7%, achieving the first market share; retail sales increased by 2.8%year -on -year, achieving the first place in growth. "This is the result of the user's needs as the center and layout of high -quality development tracks." The relevant person in charge of Haier refrigerator said that the sales of Haier's large refrigerator in the next few years will still maintain a high speed. According to the company's market order plan, the production capacity gap will have an existing factory by 2023.

Haier's family plans to invest in 3.07 billion yuan to start the construction of 2 million large refrigerator bases in Jiaozhou, Qingdao. It is expected to be put into production in July 2023. Large volume, high -end, and smart refrigerator are the main production directions of the base to continuously optimize the product structure and expand market supply.

According to Ovi Cloud Network forecast, the retail volume of the domestic refrigerator market in 2022 will reach 31.76 million units, a year -on -year decrease of 0.4%, and retail sales will reach 95.9 billion yuan, a year -on -year decrease of 1.3%. Facing downward pressure, how to fully tap the hidden needs of users and create a better experience have become a must -answer question for the survival and development of many refrigerators.

"Comprehensively broaden the use of refrigerator products." Yu Quexue, assistant to the president of the White Home Appliances Headquarters of Konka Group, said that refrigerator companies should develop the application of subdivided scenarios such as mothers and infants, beauty, and red wine refrigerators to meet personalized consumer needs.

This year, the refrigerator and cold cabinet "1+1" combination of refrigerators' "1+1" combination sales made breakthroughs in this year, allowing refrigerator companies to see new business opportunities and new increases. Different from some analysts "cold cabinet thermal sales belong to short -term fluctuations", many people in the industry are more inclined to have long -term trend theory, and they are optimistic about refrigerators+cold cabinets or refrigerators+cold cabinets+hall products.

"The era of the second refrigeration equipment of the family has been opened. The cold cabinet is just the beginning. Once it is used, it actually opens an idea." Wang Lei believes.

Liu Xiangyang also said that users have long -term existence of large -capacity storage demand, and the storage combination of refrigerators+cold cabinets is becoming a new trend. Cold cabinets are also accelerating the popularity, which will usher in continuous sales.

"The hot sales of this cold cabinet are not short -term, but the prelude to the home -based cold cabinet gradually entered the city family." Li Qiang analyzed that from the perspective of consumer habits in developed countries, adding a small cold cabinet or vertical cold cabinet to meet the cooling needs of urban families It is inevitable for development. This year, some large cities in my country have detonated the boom in the cold cabinet in advance, and this trend will spread to the second and third -tier market.

According to Hisense's analysis of sales data, in the first half of the year, due to the epidemic, the sales of three types of cold cabinet products were urged. The first category is a small -volume cold cabinet. The combination of refrigerators+small cold cabinets has continued to sell, and the momentum continues; the second category is the large capacity of cold cabinets. As the epidemic relieves, its sales popularity begins to decline. With the increase in upgrading and promotion, its advantages such as small land and beautiful appearance will continue to magnify.

Zhou Lei

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