Refrigerator and freezer market to be developed Since the second quarter of this year, the sales of cold products have recovered, the refrigerator market has stabilized and improved, and the sales of refrigerators have been booming, showing the strong toughness of the home appliance market. In the face of multiple pressures, key refrigerator enterprises are facing difficulties, actively acting, strengthening effective supply and innovative supply, and doing everything possible to meet the needs of users. This not only promotes the development of self height and quality, but also makes the mature categories of household appliances glow with greater vitality. Refrigerator freezer "1+1" is on fire Taking advantage of the "618" promotion, zongxiaohui, a resident of Yicheng street, Wuxi City, Jiangsu Province, purchased a 580 liter Meiling m fresh refrigerator at the price of 8999 yuan, and the manufacturer gave a 100 liter refrigerator as a bonus. "For the decoration of my new house, we need to buy a complete set of household appliances, and a large capacity refrigerator is essential." Zongxiaohui said that the epidemic situation has been repeated this year, and the control measures are strict. There are a lot of vegetables to buy at home. The original old refrigerator has a small capacity and needs to be replaced. In addition, the family like to drink tea, store a variety of tea, and have always had the idea of adding a freezer. After comparing the product functions and prices, zongxiaohui took a fancy to Meiling m fresh refrigerator. Meiling just carried out the "1+1" package activity of M fresh food in the whole terminal store. It saved time and worry by buying one and getting one free. "To truly meet users' needs for mass storage, we should not only 'store more' but also 'store more fresh'. It is not enough to rely on only one refrigerator." Liuxiangyang, head of Changhong Meiling marketing department, told the reporter that the enterprise initiated the "1+1" scientific stock up mode and gave full play to the synergy of refrigerators and freezers, which not only solved the storage needs of users under the epidemic, but also met their pursuit of healthy quality of life, and was welcomed by the market. In May alone, 586 sets of package products were sold, reaching the expected target, driving a substantial increase in the average price and share of refrigerators and freezers. In the same month, the sales volume of Meiling refrigerator increased by 171% year-on-year, significantly outperforming the market. Meiling products are selling well, which is only a microcosm of the gradual recovery of the refrigerator market. Although the first quarter of this year had a bad start, the epidemic factors in March and April led to an increase in the storage demand for household food materials in some areas, and refrigerators and freezers ushered in a new wave of growth opportunities. With the improvement of epidemic prevention and control, in May, the retail sales and retail sales of the refrigerator market increased by 10.0% and 11.9% respectively year-on-year. "Since June, there has been a large-scale increase in refrigerator sales." Li Qiang, vice president of Hisense refrigerator company and general manager of Refrigerator Marketing Company, said that during the "618" promotion this year, the Rongsheng Brand under Hisense changed its channel sales model, and its sales exceeded 20million yuan on the first day of the Tiktok live broadcast platform, ranking first in the 3C digital appliance category of the Tiktok brand list. According to the monitoring of ovicloud, 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 volume and retail sales of refrigerators increased by 53.1% and 48.4% respectively. "The small window of opportunity for refrigerator replacement and the outbreak of demand for small refrigerators and freezers looms." Peidongmin, research director of Aowei cloud network's large household appliance business unit, analyzed that despite the great downward pressure on the market, the positive effects of the policy of stabilizing the property market and promoting consumption have gradually emerged. The manufacturers have actively promoted, and the refrigerator market has recently achieved a simultaneous increase in volume and volume. According to Wang Lei, Secretary General of the China household electrical appliances association, the epidemic that has lasted for nearly three years has brought great changes to people's lives and a great impact on the home appliance market. Relatively speaking, the market demand for refrigerators has been relatively strong. The refrigerator is just needed in daily life, and its guarantee attribute is prominent in special periods. According to the data, in 2020, the retail sales in the home appliance market decreased by 11.3% year-on-year, and the retail sales in the refrigerator market decreased by only 1.4% year-on-year. In 2021, the growth of retail sales in the refrigerator market was 4.3 percentage points higher than that in the household appliance market. In the first quarter of 2022, color TV sets, washing machines, air conditioners, kitchen appliances, small household appliances and other categories experienced a significant decline, and the decline in retail sales of refrigerators was only 3 percentage points lower than that of the industry. Change according to needs and develop the market Refrigerator is one of the household appliances that are most closely related to people's lives. With the change of user demand, large capacity and healthy preservation have become the mainstream development trend of the refrigerator industry. Large capacity is the most important refrigerator function for young people. How to improve the storage capacity of the refrigerator in a limited space? Boss electric and Panasonic effectively release the bottom space by designing the compressor top structure; Haier has miniaturized and integrated the core components compressor, evaporator and condenser to improve the overall service space. For consumers who want refrigerators to occupy a small area, have large capacity, and realize the integrated decoration style of home appliances, ultra-thin refrigerators are the first choice. According to JD's "618" data this year, the turnover of ultra-thin refrigerators is three times that of last year. "By adopting the world's leading fourth generation foaming technology and thermal insulation materials, the wall thickness of Rongsheng will Super Space refrigerator is controlled at 33mm, which is 44% less than that of the traditional refrigerator. While the overall thickness is thinner, the capacity and thermal insulation performance are greatly improved, freeing up more space for the bedroom." Li Qiang said that large volume ratio (capacity / volume) is one of the main targets of enterprises. With the popularization of the concept of healthy life, consumers' demand for fresh food materials is becoming more and more "demanding". Refrigerator enterprises have strengthened technological innovation, and functional selling points such as extreme fresh-keeping, vacuum fresh-keeping and oxygen controlled fresh-keeping have emerged one after another. Haier continues to upgrade original technologies such as bottom thermostatic preservation and AI intelligent sterilization system, and applies them to more products on the market. Taking the bottom thermostatic preservation technology as an example, this technology realizes that the temperature in the refrigerator freezer is close to zero fluctuation, the wind speed is up to 0m/s, and the frozen meat is still first-class freshness after 30 days of preservation. Meiling has made great efforts to keep fresh for a long time. It uses water molecules to activate the fresh-keeping technology to solve the consumption pain points of short fresh-keeping time, more thawed blood and water, and poor bagged fresh-keeping, so as to achieve 99 days of beef juice preservation. "Beyond fresh storage is one of the future opportunities for the refrigerator industry." Zhanghuawei, director of Midea refrigerator user and product center, believes that the industry should deeply tap the value attribute of intelligent technology, make the refrigerator break through the functional category of "storage + freshness", and inject new functional value of "nutrition management" into it. Optimize structure and tap potential According to the data, the number of refrigerator (cabinet) products owned by 100 households in China has exceeded 100. The refrigerator market is in the stock stage, and the renewal demand has become the dominant. "The refrigerator market demand will remain stable for some time in the future, but based on multiple factors such as consumer quality demand and industrial technology development, there are still opportunities for structural upgrading in the industry." Peidongmin thinks. The high-end market is a must for refrigerator manufacturers. According to the data of zhongyikang, in the first 23 weeks of 2022, the retail sales of refrigerator products above 10000 yuan in the offline market accounted for 34.6%, and users' demand for high-end replacement was strong; From the perspective of brand layout, more and more brands begin to carry out high-end upgrading. Haier has obvious advantages in leading the refrigerator market. As of the 23rd week of this year, Haier refrigerator's cumulative retail sales share has increased to 43.7%, ranking first in market share; Retail sales increased by 2.8% year-on-year, ranking first in terms of growth rate. "This is the result of laying out high-quality development tracks centered on user needs." The relevant person in charge of Haier refrigerators said that the sales volume of Haier refrigerators will still maintain a high growth rate in the next few years. According to the company's market order planning, there will be a capacity gap in the existing plants by 2023. Haier Zhijia plans to invest 3.07 billion yuan to start the construction of a large refrigerator base with an annual output of 2million sets in Jiaozhou, Qingdao. It is expected that the first phase will be put into operation in July 2023. Large volume, high-end and intelligent refrigerators are the main production direction of the base to continuously optimize the product structure and expand the market supply. According to the prediction of ovicloud, the retail sales of domestic refrigerator market will reach 31.76 million units in 2022, a year-on-year decrease of 0.4%, and the retail sales will reach 95.9 billion yuan, a year-on-year decrease of 1.3%. In the face of downward pressure, how to fully tap the hidden needs of users and create a better use experience has become a must for many refrigerator manufacturers to survive and develop. "Comprehensively expand the use scenarios of refrigerator products." Yuqinxue, assistant to the president of Konka Group's white appliance business headquarters, said that refrigerator enterprises should develop applications in such segmentation scenarios as mother and baby, beauty makeup and wine refrigerator to meet personalized consumption needs. This year, the "1+1" combined sales of refrigerators and freezers stimulated by the demand for stocking up due to the epidemic has made a breakthrough, allowing refrigerator enterprises to see new business opportunities and new increments. Different from the conclusion of some analysts that "the hot sales of refrigerators are short-term fluctuations", many people in the industry prefer the long-term trend theory and are optimistic about the product portfolio of refrigerator + refrigerator or refrigerator + refrigerator + bar. "The era of the second refrigeration equipment in the family has begun. The refrigerator is just the beginning. Once it is used, it actually opens a new idea." Wang Lei thinks. Liuxiangyang also said that users' demand for high-capacity storage will exist for a long time. The storage combination of refrigerator + freezer is becoming a new trend, and the popularity of freezer is also accelerating, which will usher in continuous hot sales. "This hot sale of refrigerators is not short-term, but the prelude to the gradual entry of vertical refrigerators into urban families." According to Li Qiang's analysis, from the consumption habits of developed countries, it is inevitable to add a small refrigerator or vertical refrigerator to meet the refrigeration needs of urban families. This year, some big cities in China set off an upsurge of buying refrigerators in advance, and this trend will also spread to the secondary and tertiary markets. According to Hisense's analysis of sales data, affected by the epidemic in the first half of the year, the sales of three types of refrigerators were accelerated. The first category is the small volume freezer. The combination of refrigerator and small freezer continues to sell well, and the momentum is not reduced; The second category is large volume refrigerators. As the epidemic situation eases, its sales heat begins to decline; The third type is the vertical freezer. With the upgrading and promotion, its advantages such as small land occupation and beautiful appearance will continue to enlarge. (Xinhua News Agency)