Freezer market enters the brutal price war phase

In 2014, China’s home appliance market was affected by the policy exit and the downturn in the real estate industry, and the overall scale of the home appliance industry fell. Although the proportion of freezers in home appliances is relatively small, it is also deeply influenced by the environment. Development also encountered resistance. Even during the traditional “May 1st” and “11th” promotional periods, sales did not reach expectations. According to AVC data, in the first three quarters, the cumulative retail sales of the freezer market totaled 5.571 million units, down 0.4% year-on-year, and retail sales amounted to 9.12 billion yuan, down 3.8% year-on-year, and the average price was 1653 yuan, a year-on-year decrease of 3.5%.

In terms of subdivision, the major volume of the Xiaofuhao product is stable at 90-110L, and the ratio of retail sales is 44.4%; the retail volume of the volume segment above 110-130L, 130-150L, ​​and 180L has a certain increase; 150-180L products account for The ratio dropped to 7.4%. Compared with the same period of last year, the price of the product of Little Rich has shifted to less than 1,300 yuan, and retail sales accounted for 64.9%. As the largest shareholder of the freezer products, the competition for hot product capacity in the 100L and 150L is particularly fierce, and there is a situation where multiple brands seize market share.

The distribution of each volume segment of the company's products is relatively stable, and there is no major change in the volume segment. The main volume is concentrated at 280-340L and 450-550L, and the retail volume accounts for 22.6% and 21.9%, respectively. Judging from the price segment, retail sales of more than 2,000 yuan accounted for 75.6%, of which, the retail sales of the 2000-3000 yuan segment accounted for 49.2%. From the perspective of product layout, the products sold by the richest people in the market did not appear in the case of a certain volume of mixed combat. Most enterprises have layouts in the mainstream volume segment.

The prices of large-chilled and small-chilled products have shifted downwards, with the retail volume of products under 1600 yuan accounting for 80% of the total, and the hot-selling products concentrated at around 170L. The retail volume of the temperature change cabinet 190-210L decreased, and the retail volume of the 280L or higher product accounted for an increase. About 200L and about 260L were the hot volume sections of the temperature change cabinet. The volume of dual-temperature cabinets is mainly concentrated in 210-230L and 250-280L. Since 2014, the small-capacity dual-temperature cabinets have been further concentrated in 210-230L.

According to Yu Rui, an analyst at Ovid Consulting White Power, with the diversification of people's demand for food storage, the freezer, as a complementary product to the refrigerator, takes on the needs of these market segments. More and more traditional white power companies and even white power "novice" companies are involved in the freezer market. This market will inevitably turn from inadequate competition to the battlefield of business competition. Ovid Consulting (AVC) anticipates that the freezer market will become more competitive in 2015. The overall market will achieve a slight increase in scale, with retail volume reaching 6.95 million units, a slight increase of 2.6% year-on-year, and retail sales of 11.6 billion yuan, a year-on-year increase of 3.7%. .