Jointly issued by the CCID Research Institute of the Ministry of industry and Chinese electronic newspaper “2017 online shopping appliance analysis report” pointed out: in 2017, the refrigerator market is not a good momentum of growth in overall continuation of the first half, failed to achieve the overall losses at the end of the year, retail sales and retail sales have a negative growth. In contrast, the online market has maintained a significant upward trend in 2016, although the increase can not be compared and air conditioning, but these achievements have is not easy, but also to support the development of the whole refrigerator market. In 2017, the retail volume and retail volume of the refrigerator online market were 15 million 440 thousand and 29 billion 900 million yuan respectively, which increased by 33% and 52% over the same period.
In 2017, the upgrading of the product structure of the online refrigerator market was prominently reflected in the rapid growth of the products (including the cross to the door). The cross positioning of the differentiating features of door products, to meet the current needs of individual consumption, continue to promote the industry brand competitiveness, further outbreaks, constantly diverted to open the door, door and other products market share, become the main driving force of more than the growth of the market. In 2017, the number of retail sales of multi door (cross cross door) products increased the highest, up 102.8% over the same period, far higher than that of other door opening products, and the retail market share for the first time was over 20%. With more brand participation and volume expansion, the future product line of cross products will continue to enrich, and will impact on double doors, open doors, and French multi door market.
Although the market of door opening has been squeezed by multi door refrigerators, it has achieved a good result in the retail sales growth of 68.3% over the same period last year, occupying the first place in the retail market by 29.28% share, replacing the three fridge as the largest retailer. The three door refrigerator retail sales fell 12.8% to 28.68%, occupy the retail market share second place. The retail sales ratio of the double door refrigerator continues to shrink to 18.49%. Single door refrigerator market position continues to decline, retail market share has dropped to 1.7%.
In 2017, the online refrigerator market continued high volume consumer trends, more than 281 liters refrigerator retail sales gratifying, the retail market share of more than 55%, occupy the mainstream position in the market. Even for the 600 liters of large fridge fridges that people used to ask before, with the strength of the main brands, expanding the product line on this basis also showed a strong growth momentum.
Unlike the hot sales of large volume refrigerators, the sales of small volume refrigerators are almost falling. The largest decline in 101 liters ~150 liters refrigerator and below 100 liters refrigerator, retail sales fell 32.64% and 31.29%, such a large decline in sales, also let the market share of retail sales fell 4.43% and 1.94%, they get out of the market space is occupied by large volume refrigerator. 191 liters of ~230 liter refrigerators, 231 liters of ~280 liter refrigerators have different levels of increase in retail sales.
Affected by the rising prices of raw materials, to enhance the overall 2017 refrigerator product prices, online product prices rose by 20%, reflecting the recent online refrigerator products to optimize the structure of the effect from one side of the outlet, also reflected the trend of high-end refrigerator market. In the point of view of the price section, the proportion of retail sales in the high-end refrigerator above 4000 yuan is rising continuously. In 2017, it has exceeded 20%, and it has been significantly improved in 2016. Among them, the retail sales of refrigerators from 4000 yuan to 5999 yuan increased significantly compared with the same period last year, the fastest growing in all price segments, and the retail market share of the price segment reached 14.44%. The retail sales growth was followed by a price segment of 2000 yuan to 3999 yuan, and its retail market share was still the first, far higher than the other price segments, reaching 41.63%. The retail market share of the products under 999 yuan continued to shrink to 14.04%.
In 2017, the air-cooled refrigerator continued to compress the living space of the chill refrigerator. The market share of air-cooled fridge retail sales has reached 63.26%, and the retail sales of direct refrigerators have dropped to 34.30%. The retail volume of the air-cooled refrigerator continues to grow sharply, in sharp contrast to a year-on-year decline in direct cold refrigerators. The popularity of frequency conversion refrigerators began to increase, the proportion of the retail market reached 43.69%, and the market size gap between non frequency refrigerators and non frequency conversion refrigerators was gradually narrowing. In 2017, the retail sales of variable frequency refrigerators increased by 68.35% compared to the same period last year, while the retail sales of non variable-frequency fridges dropped by 5%. According to this trend, the frequency refrigerator’s completion on the market share is only a matter of time.
From the perspective of brand competition, after nearly two years of brand led multi market shuffling, the competition pattern of the refrigerator online market has been basically stable. The top six brands occupy more than 70% of the retail market share and retail market share. Facing the giant double line layout of the package, the two or three line refrigerator enterprise’s living space is further compressed.
With the rapid development of China e-commerce market size, Haier freezer’s online market is as dominant as it is under the line. And both retail and retail sales are at the top of the list. On the list of the top 10 products online and retail sales in 2017, Haier refrigerator has 5 and 3 products, the largest of all brands.
Hisense’s Ronshen refrigerator and Hisense refrigerator market performance is also excellent, retail sales and retail sales volume has entered the top three industries, showing strong brand and product competitiveness. Ronshen fridge has always been the leading brand of professional refrigerators. It launched the first double door and double zone refrigerator in China to launch the popularity of the “cross to door” refrigerator in the Chinese market. Ronshen refrigerator has already formed the cognition of fridge experts in the minds of consumers. In 2017, the Ronshen refrigerator was a breakthrough with a new spokesperson.
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