In 2018, the Jingdong Shopping Festival has come to an end, and the second quarter of this year is coming to an end. According to the data provided by Zhongyikang and Aowei.com, the refrigerator market in the first half of 2018 has shown a downward trend, and the product structure upgrade is still The main theme of the market, brand competition is increasingly fierce, the market bid farewell to price theory. Under the influence of the market trend, the leader of the refrigerator industry returned to the essence of the refrigerator in the direction of product development - preservation. On June 12th, Midea's refrigerator crystallite series launched in the world, which is a revolution in the refrigerator industry.
First, the refrigerator market volume fell, the product technology needs innovation
Ovi Cloud's omni-channel total data shows that in 2017, the national refrigerator retail sales volume was 33.76 million units, down 0.6% year-on-year, retail sales was 93.9 billion yuan, up 3.9% year-on-year; China's refrigerator market retail sales in January-April 2018 It was 9.2 million units, down 3.2% year-on-year, and retail sales was 28.1 billion yuan, up 5.0% year-on-year. As the market demand continues to be sluggish, the irritating policies are missing, the average price of major categories rises, and the market is no longer price-only. In 2018, the refrigerator market continued its momentum of falling in 2017.
It is worth noting that the total data of Zhongyikang showed that the retail volume of the refrigerator market in May 2018 decreased by 9.1% year-on-year, and the retail sales decreased by 2.2% year-on-year. Both retail sales and retail sales showed a negative growth trend. Affected by this, the cumulative retail volume of the refrigerator market from January to May 2018 decreased by 3.4% year-on-year, and retail sales increased by 6.8% year-on-year.
Affected by the “restricted purchase tide†of the real estate industry, the volume of new homes fell, coupled with the lack of stimulating policies and the decline in consumer demand for refrigerators. These factors have become an important reason for the decline in the volume of the refrigerator market. Under this trend, the product structure of the refrigerator industry has been upgraded to the general trend; at the same time, the concentration of major brands has been further improved, and the increasingly fierce competition among brands has forced companies to innovate, otherwise they will face the fate of being overtaken and eliminated. In addition, with the continuous improvement of residents' living and consumption levels in recent years, consumers have become able to choose medium and high-end refrigerator products, and people are willing to pay higher prices for higher quality of life. Therefore, the structure of refrigerator products has been upgraded. And technological innovation meets market demand.
Beautiful refrigerator brand night
Midea refrigerators have been at the forefront in product structure upgrades and technological innovations. On June 12th, Midea's microcrystalline refrigerators were launched in Xiamen, and the US refrigerators proposed a strategic layout of smart refrigerators “returning to freshness, health and nutritionâ€. Midea believes that the research and development innovation of microcrystalline refrigerators is not for competition, but for consumers to provide consumers with a higher quality of life. Berlin, the general manager of the US refrigerator business unit, said at the press conference: "Competition is the means, not the end point and purpose. Serving consumers is our ultimate goal."
Second, the refrigerator enterprise product and technology changes
Since the world's first domestic refrigerator with compression refrigeration in the United States in 1910, the pace of refrigerator product changes and technological innovation has never stopped - from direct cooling refrigerators to air-cooled refrigerators, from fixed-frequency refrigerators to inverter refrigerators. In the 21st century, the advent of smart refrigerators opened a new chapter in the history of refrigerators. No matter how the technology changes, the refrigerator can't be separated from its essence - preservation. According to Xu Chengmao, deputy dean of the Central Research Institute of Midea Group, "all technologies must return to the needs of consumers, and they cannot be turned upside down. The most essential requirement of refrigerators is preservation."
In 2018, there has been a new change in the competition in the domestic refrigerator industry. Refrigerator companies are no longer keeping an eye on air-cooled, multi-door, and variable-frequency technologies, but returning to the preservation nature of refrigerators. Avi Cloud Network (AVC) Ice Wash Division Advanced Research Manager Dong Min said in an interview with reporters on June 13 that the 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. In this context, "preservation" will become the next watershed in the refrigerator industry. The refrigerator companies that have already smelled the market changes have invested in the R&D innovation of the preservation technology. Meiling Refrigerator took the lead in releasing the “Water Molecular Activation and Preservation Technology†at the end of December last year. In 2018, Midea released the “Microcrystal Weekly Fresh Technology†in Beijing. "Haier also released the "refrigerated and frozen full-space preservation technology", and Rongsheng launched the "all-ecological fresh-keeping technology."
3. What is the difference between the “microcrystalline series†of microcrystals in the week?
On June 12, 2018, the world premiere of Midea Refrigerator Brand Night and Microcrystalline Refrigerator was held in Xiamen. At the press conference, Midea's refrigerator put forward the strategic layout of the smart refrigerator "return to freshness, health and nutrition" and the brand positioning of "global smart refrigerator leader", and released the high-end flagship of the US intelligent fresh-keeping refrigerator with a price of 13,999 yuan -34,999 yuan. - Microcrystalline refrigerator series.
Midea "microcrystalline series" intelligent fresh-keeping refrigerator
The micro-crystal refrigerator is equipped not only with the technology of “micro-crystal freshâ€, but also equipped with two intelligent preservation technologies: “Intelligent Controlled Humidity†and “PST Intelligent Sterilizationâ€. The "micro-crystal fresh" technology has condensed the efforts of the US research group for three years, and it has received attention both inside and outside the industry. Xu Chengmao said at the press conference that "microcrystalline one week fresh" technology said: "Microcrystals are fresh, as the core preservation technology of microcrystalline refrigerators, it is the crystallization of the US smart refrigerator lasted for three years, and its anti-freezing intelligent cooling technology, It not only prolongs the fresh-keeping cycle of fish and seafood, but also ensures that the nutrients are not lost, and the original flavor of the ingredients is ensured. The anti-freezing law is to reduce or even stop the transport of cold in the early stage of ice crystal formation, so that the ice crystals cannot continue to grow and cannot continue to grow. It is always kept in a small and small "microcrystalline" state, achieving a fresh, easy-to-cut effect within a week. And keeping the taste like fresh meat."
At the press conference, Xu Chengmao expressed this view when explaining the problem of fresh-keeping foods: “The core of this smart refrigerator is the essence of the refrigerator, which is to return to the essence of the refrigerator. The food is fresh. Yes, the ingredients, the beautiful refrigerator, these years The research on ingredients has never been interrupted. We have found 25 kinds of fish commonly used in users' homes, 17 kinds of meat, 5 kinds of poultry, 44 kinds of fruits, 60 kinds of fruit stems, 22 kinds of dry goods, and nearly 200 kinds of ingredients. In-depth study of temperature, humidity, gas, light and nutrient values ​​in five dimensions. Intelligently scan and identify the characteristics of the ingredients and the storage environment. Then use intelligent algorithms to match the best environment for the ingredients, and provide the most suitable environment for the ingredients. "The beautiful micro-crystal refrigerator will combine the "micro-crystal fresh" technology with the "smart control moisture" and "PST intelligent sterilization" two intelligent preservation technologies through the Internet of Things, and provide users with intelligent preservation programs based on data research.
Xu Chengmao speaks at the press conference
Salmon is known as the “king of the fish†and enjoys the reputation of “water treasuresâ€. The salmon is rich in nutrients, the meat is tender and delicious, and the taste is smooth, but the salmon is perishable and difficult to keep fresh. Professor Chen Jianchu from the College of Biosystems Engineering and Food Science of Zhejiang University published his research report on the storage conditions and freshness of salmon. The report stated that there are three main indicators for judging the freshness of salmon, namely, volatile base nitrogen, K value, The taste, volatile base nitrogen and K value change with storage time and temperature, and the taste is evaluated from four dimensions: odor, color, tissue elasticity and tissue state. Finally, Chen Jianchu briefly described the preservation of salmon: “A large number of studies have shown that micro-frozen preservation can more effectively inhibit the growth of microorganisms and maintain the original flavor of food, which is 1.4 to 4.0 times of the general shelf life of frozen food. Compared with cryopreservation Under the micro-freezing condition, the ice crystals produced in the aquatic products are less, the damage to the cells is small, the taste of the fish is not changed much, and the unique flavor of the aquatic products can be better maintained. The comparative experiment of micro-freezing and freezing of the salmon also confirmed that the beautiful micro-crystal refrigerator is Consumers have provided the optimal salmon 7-day storage solution, and the “micro-crystal fresh†smart preservation technology enables 7 days of raw storage of salmon ingredients, while also ensuring the fresh taste of the salmon.â€
Chen Jianchu Announces Research Report on Changes in Storage Conditions and Freshness of Salmon
Only the support of scientific theory and data is not enough. The application of science and technology in life needs to be tested by practice. Subsequently, Midea's refrigerator carried out and completed the 168-hour salmon sealing challenge. The US refrigerator chose the most difficult salmon in the seafood, and the 7-day original taste challenge of 168 hours of live storage was unsealed at the scene. The beauty of the refrigerator's chief taster Zhang Liang and Shangri-La's five-star executive chef Adrian Lim live PK, will be sealed 7 The day's salmon PK fresh salmon is sliced ​​and tasted, and the industry association experts and core media are invited to taste and taste. The results not only verified the intelligent fresh-keeping strength of “micro-crystal freshâ€, but also received unanimous approval from all tasters. The beautiful “micro-crystal fresh†technology not only supports the scientific research data, but also fulfills the challenge of life practice and successfully passed the test of theory and practice.
Zhang Liang and Adrian Lim slice the salmon and fresh salmon for 7 days.
Regarding the brand positioning of the "Global Smart Refrigerator Leader" proposed by Midea's refrigerator, Berlin interprets: "First of all, we firmly believe that the new era of intelligent human-computer interaction has arrived. The US refrigerator is an explorer of the times. We have firm confidence and loftyness. The goal of “Global Smart Refrigerator Leader†is not only a positioning, but we look at the needs of global users. We keep every food through intelligent technology, keep every life, and bring more intelligent food storage to consumers. Programme and Nutritional Health Program."
Fourth, return to the refrigerator to keep the essence of intelligent and focus on user needs
For the consumer, the refrigerator is a household appliance that preserves the ingredients. The preservation function is the most essential requirement of the people. The intelligence of the home appliance is not the intelligence of the mobile phone, nor the intelligent entertainment, but the life of the user is simpler and more convenient. In turn, people are freed from the tedious life.
According to Xu Chengmao: "The Midea Group has released the "human-machine new generation" strategy, which essentially uses artificial intelligence, big data, sensors, Internet of Things and other technologies to make our products, machines, processes and systems aware, cognition, The ability to make decisions and understand, to make people symbiosis, harmonious cooperation, and make people's lives better. So the strategy released by Midea's refrigerators today is a microcosm of the group's new generation of man-machines, and also a perfect new generation of man-machines. Interpretation, its essence is to support the transformation and upgrading of China's consumption, but also to achieve the transformation and upgrading of the United States itself."
Preservation is the essential needs of consumers. The problem of thawing, poor taste and loss of nutrients caused by seafood and meat preservation problems plague consumers; according to Berlin, “In the interview with 1520 refrigerator users, We found that more than 70% of users basically do not adjust the temperature, because they do not know what ingredients should be adjusted.†The preservation technology of the US refrigerator is matched with the cloud data of the food through intelligent identification, with intelligent algorithms and intelligent control. A fresher, smarter food storage solution that solves the problems that plague consumers.
After entering 2018, the sales growth of the refrigerator market slowed down, the volume fell, the product structure upgraded, and the technological innovation became the main theme of the market. Midea, Haier, Meiling, Rongsheng and other enterprises actively innovated and developed new technologies under the general trend of the industry. Respond to the challenges of the new era. In the future, intelligent and fresh-keeping refrigerators that combine smart and fresh-keeping technologies will become the darling of the new era. Preservation will become a new watershed in the refrigerator industry. In this competition with the theme of “preservationâ€, how will companies wait for each other?
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