This year, the high-end market of refrigerators is relatively stable. In the first quarter, the performance of the refrigerator market exceeded expectations, showing a situation of “qifeiâ€, but in the future, sales competition may be more intense.
Retail sales in the first quarter increased by 10%
Avi Cloud (AVC) omnichannel data shows that the retail volume of refrigerators in the first quarter of this year was 6.56 million units, a year-on-year increase of 0.5%, and the retail sales amounted to 20 billion yuan, a year-on-year increase of 10.5%.
In terms of the overall trend, the refrigerator market was bleak in January this year due to the high base in the same period of last year. In February, although the market recovered slightly, it was still difficult to pull the trend in January. The performance of the refrigerator market Q1 exceeded expectations, mainly due to the release of potential demand in the third- and fourth-tier markets brought by the March promotion.
Insiders pointed out that at present, the pressure on the cost of manufacturing materials for refrigerators continues, and the industry's price increase is not decreasing. Based on the industry price increase in February last year, Q1 price growth still exceeded double digits this year, and there is still room for price growth.
Open door refrigerator is still receiving attention
For refrigerator products, according to the product category, the more common ones are single door opening, side opening door, multiple door opening, three door opening, cross door opening, double door opening.
According to ZDC data, in the first quarter of 2018, in the attention to different product categories in the refrigerator market, the proportion of open doors accounted for 24.2%, ranking first, becoming the product with the highest attention of consumers. The double-door refrigerator ranked second with 20.15% of the attention; the three-door refrigerator accounted for 20.12%, and the cross-opening refrigerator increased to 15.7%, and successfully rose to the fourth place.
In this regard, market research institutions such as Aowei.com pointed out that at present, in the refrigerator market, the content of the product end is still rich, and the combination of the structure of the temperature zone and the way of opening the door is endless. After the three doors are opened and the F+ is closed, the duplex is open. In the future, the future will move toward the development direction of “multiple doorsâ€.
High-end market new product layout will slow down
In recent years, home appliance home intelligence is the mainstream trend of industrial development, but with the maturity of Internet technology and intelligent systems, a single intelligence can no longer meet people's needs.
In the first quarter of 2018, “health†became the main development direction of the refrigerator. Since the beginning of this year, some refrigerators equipped with sterilization systems have emerged, and these are also new highlights in the high-end market.
In 2017, the high-end market developed by leaps and bounds, and enterprises accelerated the pace of high-end product layout. In the first quarter of 2018, new products were basically distributed in the main sales door and price segment, and returned to normalization.
Industry insiders expect that the pace of new product layout in the high-end market will slow down throughout the year of 2018, and competition will continue to be fierce. At present, enterprises that have broken through the high-end threshold have basically completed the layout of high-end products. In the future, the competition in the high-end market will be carried out in a small number of enterprises. The concentration of brands is lower and the competition is becoming increasingly fierce.
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