[Sinopec Puhua] January-May 2012 Refrigerator Industry Shipment Data Review

I. Report background

According to the data, in May 2012, the total sales volume of the refrigerator industry was 7.59 million units, down 7.6% year-on-year. Among them, 5.31 million units were sold domestically, down 14.6% year-on-year and 2.25 million units exported, up 12.8% year-on-year.

In May, Haier refrigerators achieved sales of 1.67 million units, an increase of 4.1% year-on-year, and a market share of 21.9%, up 2.4 percentage points.

The US Department of May total sales of 510,000 units, down 63.3% year-on-year, market share of 6.8%, down 10.2% year-on-year.

Hisense Kelon achieved sales of 920,000 units in May, a sharp increase of 26.5% year-on-year, and the market share of 12.8%, an increase of 3.3%.

Meiling Refrigerator achieved sales of 600,000 units in May, an increase of 36.6% against the trend, and a market share of 7.8%, an increase of 2.5 percentage points.

In the first five months of 2012, the refrigerator industry shipped 32.53 million units, a year-on-year decrease of 6.8%; among them, domestic sales were 245.4 million units, down 10.0% year-on-year, and exports were 7.97 million units, up 4.2% year-on-year.

From January to May, Haier achieved a total sales of 6.86 million units, a year-on-year decrease of 2.7%, and a market share of 21.1%, up 0.9%.

Hisense Kelon total sales of 3.55 million units, an increase of 15.8%, the market share of 10.9%, an increase of 2.1 percentage points.

The total sales volume of the Department of the United States was 2.65 million units, a sharp decline of 53.6% year-on-year, and the market share was 8.1%, down 8.3% year-on-year.

Meiling achieved sales of 1.95 million units in January-May, an increase of 5.1% year-on-year, with a market share of 6.0% and a year-on-year increase of 0.7%.

The total sales volume of Zhongshan Omar from January to May was 2.25 million units, an increase of 10.0% year-on-year, and the market share was 6.9%, an increase of 1 percentage point year-on-year.

Second, our analysis and judgment

1, industry growth slows

After two years of rapid growth in 2010 and 2011, the refrigerator industry's slower growth is also expected by the market. The demand for overdrafts from home appliances to the countryside in the early period was also in demand. At the same time, after more than ten years of development, the refrigerator industry in China has maintained a high level of inventory. It is difficult to significantly increase the amount of inventory in the next period, and more demand depends on upgrading. At the same time, due to the economic crisis in Europe and the United States, it is difficult for refrigerator exports to increase substantially. It is expected that the industry will continue its gradual growth trend in 2012.

2, changes in the industry structure

The strategic adjustment of the industry's major competitors, the United States, also led to a decline in its refrigerator market share. To other competitors in the industry, provide market share increase opportunities. Haier and Kelon took full advantage of their products and seized part of the market share. At the same time, part of the market share given by the United States also provides opportunities for new entrants to the market. Zhongshan Omag has achieved significant growth in domestic sales, with the domestic market accounting for nearly 5%. Hefei Sanyo also launched a new refrigerator, providing a good opportunity.

3, investment advice

The growth of refrigerators slowed down, and the pattern of competitors in the industry changed. Haier, Kelon, Meiling, and Oma Electric seized the opportunity to increase market share and achieve growth beyond the industry. The substantial decline in the prices of bulk raw materials is conducive to the improvement of the profitability of midstream manufacturing enterprises and the impact of insufficient hedging, giving the industry a “carefully recommended” rating.

4, Risk Warning

Insufficient downstream demand.