In the first half of 2018, good news came from the refrigerator industry. Although still facing pressures such as real estate market regulation and slow terminal demand growth, thanks to consumption upgrades and structural adjustments, my country's refrigerator industry has achieved both market sales and sales growth.
The current refrigerator industry is undergoing a switch between old and new kinetic energy, and product structure upgrading driven by consumption upgrades has gradually become the main driving force for industry growth. Facing the tide of consumption upgrades, refrigerator companies collectively focus on the essential function of their products-preservation, and a technical competition around preservation is in full swing.
In the first half of the year, the market's stable growth structure upgraded to become the biggest contributorIn the first half of this year, the fundamentals of the operation of my country's home appliance industry still did not improve significantly. The kitchen appliance market, which had previously been gaining momentum, saw a slight decline due to the transmission effect of the real estate market regulation, but the performance of refrigerators was relatively good. According to data from market research institutions, my country's refrigerator market both increased in volume and achieved steady growth in the first half of the year.
All-channel push statistics show that in the first half of this year, my country’s refrigerator market sold 16 million units, a slight increase of 0.8% year-on-year; the sales scale was 54.9 billion yuan, an increase of 7.1% year-on-year. According to the total data released by Zhongyikang, the retail sales of my country's refrigerator market in the first half of the year increased 8% year-on-year.
According to reports, the growth in the refrigerator market volume in the first half of the year is really reluctant, and the retail sales growth is relatively large, mainly from two aspects: on the one hand, the upstream cost increase in the early stage has forced enterprises to transform to the high-end, especially the transformation effects of domestic-funded enterprises have already appeared; On the one hand, the product structure of refrigerators has been continuously adjusted, and the average price of the industry has increased significantly.
During the 2018 China Refrigerator Industry Summit Forum held in May this year, market research institutions and mainstream companies in the industry predicted that in the next three to five years, the overall demand for the refrigerator market in my country will stabilize.
In our country, refrigerators have basically realized the popularization of products. In the past few years, the market demand has been relatively stable. According to the statistical yearbook released by the National Bureau of Statistics, as of the end of 2016, the average number of refrigerators per 100 households in the country has reached 93.5, second only to color TVs in all major appliances categories. Among them, the average number of refrigerators per 100 households of urban residents has reached 93.5. The number of units owned is 96.4 units, and the average number of units owned by rural residents per 100 households is 89.5 units.
Pei Dongmin said that from the demand side, the industry has no obvious positive factors, and the refrigerator market is more supported by newer demand. Different from the centralized release of popularization demand stimulated by policies, the current release of renewal demand is more stable and slow, so the refrigerator industry still has a few years of consolidation period to go.
Although it is difficult for the market demand to increase significantly in the short term, the refrigerator industry has ushered in a long-term and continuous good-consumption upgrade. Following the high-capacity, frequency conversion, air-cooling, and refined management of storage space, consumers' demands for refrigerators have been upgraded again, and consumers' new focus on refrigerators is the preservation of freshness.
During the 9th China High-end Home Appliances Red Top Award Ceremony held in December last year, the "2017 China High-end Home Appliances Consumer Survey Report" released by China State Grid and Zhongyikang showed that consumers interviewed when buying refrigerators , The primary factor of concern is the fresh-keeping technology of the refrigerator.
It is expected that refrigerator products will return to their core function-keeping fresh and healthy.
Refrigerator preservation war has arrived, Bosch appliances get stuck ahead of scheduleIn Pei Dongmin's view, the essence of the refrigerator product function is to store ingredients and keep fresh, and the current upsurge of fresh-keeping in the refrigerator industry is inevitable. "The problem of high homogeneity of products in the industry has always existed. Various technical functional indicators such as air cooling and frequency conversion have been rapidly popularized, so that the products have no differentiated functions at all, and the preservation of freshness gives enterprises full scope for development. It has indeed improved the consumer experience."
The popularity of fresh-keeping in the refrigerator industry continues to rise, and mainstream refrigerator companies have upgraded their fresh-keeping technologies, such as Bosch Vita Fresh-keeping Pro technology, Midea refrigerator "microcrystalline weekly freshness" technology, Meiling water molecule activation fresh-keeping technology, and the fresh-keeping war in the refrigerator industry. Has come.
"The technical paths to realize the freshness function are different. The refrigerating room is more about controlling oxygen and temperature and humidity, and inhibiting the respiration of plants to ensure freshness, but the same goal is to provide a relatively optimized storage condition for ingredients." .
Wang Weiqing, senior vice president and chief sales officer of BSH Home Appliances (China) Co., Ltd., said that "preservation" is the core demand of consumers for refrigerator products. BSH Home Appliances insists on upgrading this core function and uses innovative technology to give products higher quality. Quality stability and better freshness can effectively help consumers improve their quality of life.
During the 2018 China Home Appliances and Consumer Electronics Show (AWE2018) in March this year, Bosch Home Appliances, a brand of Bosch Home Appliances, released a new series of Vita Power multi-door refrigerators. This series of products adopts Bosch’s powerful Vita Preservation Pro technology. Food storage provides accurate temperature and humidity environment, +0°C does not freeze, and achieves long-lasting freshness of food materials.
It is understood that Bosch Vita Fresh Power Refrigerator is equipped with an internal and external temperature sensing system, which can accurately sense the environment and room temperature. The new refrigeration system cooperates with optimized air ducts to bring high-precision temperature control to ensure constant temperature and more reasonable cooling capacity. It is more uniform, +0°C does not freeze, keep the ingredients at a suitable temperature, and tightly lock the freshness. The refrigerator's new humidity control system combined with the independent adjustment function of the electronically controlled humidity double drawers brings intelligent humidity control. The controllable humidity range is enlarged and the adjustment is more flexible. No matter fruits, vegetables, fish, treasures, and dry goods, they can be stored properly. The Bosch Vita Fresh Refrigerator has smart programs to store fresh food properly, avoiding poor food preservation caused by improper settings, and freeing users from worries. Not only that, the brand new platinum air purifier system in the refrigerator freezer and the multi-dimensional air supply make the antibacterial rate reach over 99.9%, making the fresh-keeping space more fresh and transparent.
In addition to innovative fresh-keeping technology, Bosch Vita Fresh Power Refrigerator is praised by its many user-friendly designs, including hidden cantilever shelf system, fresh egg storage, free storage and stacking, free food tray, three-dimensional The soft lighting, high-transparent interior design and the home-connect function of Bosch Home Connect all reflect Bosch's brand concept of "Technology Achieves the Beauty of Life".
Pei Dongmin said that in terms of the current competitive landscape, mainstream companies are basically deploying and promoting products with preservation as an expansion point. This is a positive direction that will bring the development of the industry to open competition.
Zuo Yanque, general manager of Zhongyikang Brand Center, believes that returning to the essence of fresh-keeping function is an objective demand for market consumption upgrades, and also reflects the subjective desire of the refrigerator industry to carry out supply-side structural reforms to meet the needs of consumers for a better life. Innovative preservation technology is of great significance for refrigerator companies to improve their position in the high-end market and improve their profitability.
In this technical competition around preservation, Bosch Home Appliances, as the leading player in the refrigerator market, has taken the lead in completing the card position with the help of the Vitaxian power series refrigerators.
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