This year, the competition in the domestic refrigerator industry has undergone new changes, and a “preservation†campaign is starting.
Following the release of new refrigerator fresh-keeping technology by refrigerator companies such as Meiling, Haier and Rongsheng, on the evening of June 12, Midea Group Refrigerator Division launched the world's first microcrystalline refrigerators with a price of more than 10,000 yuan. Fresh technology." At this point, the "preservation" war that the refrigerator giant set off has become hot.
Qi Dongmin, senior research manager of Avi Cloud (AVC) Ice Wash Division, said in an interview with the “Daily Economic News†on June 13 that “preservation†will become the next watershed in the refrigerator industry. Jiang Nan, the head of Midea's refrigerator product planning department, told reporters that smart refrigerators are not innovative, and there is no way out. Industry concentration will definitely be higher and higher, and a more stable pattern will be formed in about 3 to 5 years.
Growth in the first quarter is not sustainable
A few years ago, domestic refrigerators were still focusing on air-cooling, multi-door, frequency conversion, etc., so that they tried their best to compete for the refrigerator stock market. However, in 2018, refrigerator companies have returned to the essence of the refrigerator, and began to re-examine the preservation of food.
Refrigerator companies can't wait to release their own fresh-keeping technology. At the end of December last year, Meiling Refrigerator took the lead in releasing the “Water Molecular Activation and Preservation Technologyâ€. In 2018, Haier also released its own "refrigerated and frozen full-space preservation technology", Rongsheng launched "all-ecological fresh-keeping technology", and the United States also released "micro-crystal fresh technology".
On the evening of June 12th, Midea Refrigeration Division launched the world's first intelligent fresh-keeping refrigerator, Microcrystalline refrigerator, equipped with “micro-crystal fresh technology†in Xiamen. "Daily Economic News" reporter learned at the scene, the price of the series of refrigerators ranging from 13,999 yuan to 34,999 yuan, the sword refers to the high-end refrigerator market.
Jiangnan told reporters that in the future, "micro-crystal fresh technology" will be the core product feature of Midea's refrigerator, and Midea will also broaden the product line of smart refrigerators based on this. He said that preservation is actually the basic mission of the refrigerator, and it is not proposed today. In his view, the current brands in the industry talk about preservation is a general discussion, not enough to solve the pain points and scene concerns of the users, the beauty of intelligent preservation innovation is not a gimmick.
On June 13, Yan Dongmin analyzed to reporters that according to Avi Cloud (AVC) monitoring, domestic refrigerator retail sales increased by 0.5% in the first quarter of 2018, and retail sales were 10.5%. “This growth is partly due to overdraft demand in April, so this growth is short-term and unsustainable.â€
He told reporters that the current refrigerator door has rapidly changed from homogenization to homogenization, and it is difficult to innovate on the door; and various technologies such as air-cooling and frequency conversion have been rapidly promoted and popularized. Under such a background, "Technology will be the next watershed in the refrigerator industry.
Some refrigerator brands have suffered "shuffle"
Behind the refrigerator "preservation" war is the domestic refrigerator industry is very mature, the market demand is basically from the replacement. Qi Dongmin said that the company has continuously introduced fresh-keeping technology and fresh-keeping products. On the one hand, it is the highlight of its own product technology, on the other hand, it is also the difference in the case of high homogenization of products.
The domestic refrigerator industry has entered the stage of consumption upgrading after experiencing product popularization and trade-in. In this process, the market concentration of the refrigerator industry has gradually increased, and fierce competition in the industry has also shuffled some refrigerator brands.
Hunan Ruyi refrigerators have been discontinued in 2014 and have withdrawn from the market. A few days ago, Xinfei Electric was also “abandoned†by Singapore’s Hong Leong Asia after three production suspensions. It is implementing a reorganization plan to recruit new investors through equity public auctions, waiting for “rebirthâ€.
The offline monitoring data of Avi Cloud (AVC) shows that the retail sales of the TOP5 brand in the refrigerator industry in 2014 was 66.3%, and as of the first quarter of 2018, the retail share of the TOP5 brand has risen to 77.6%. Jiangnan bluntly told reporters that in the refrigerator industry, there is no way out without innovation. Brand concentration will definitely be higher and higher, and the industry pattern will be relatively stable after about three to five years.
Yan Dongmin told reporters that in the white electricity industry, refrigerators are different from washing machines and air conditioners. The structure of refrigerator products is far more complicated than washing machines and air conditioners. For SMEs, product layout capabilities have been slightly inferior; in addition, product homogeneity is serious, mainstream companies have more advantages in the differentiation of product layout and innovation technology. In addition, brand influence has a positive effect on brand share, and these factors are supporting the increase in the concentration of the refrigerator market. However, in his view, the current "1+4+N" brand structure of the refrigerator industry will remain for a long time.
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