I. Overview of the development of China refrigerator market in Q18 in 2018
(1) Development status
â– Fridge technology and upgrade health is the main theme
In recent years, home appliance home intelligence is the mainstream trend of industrial development. However, with the maturity of Internet technology and intelligent systems, single intelligence can no longer meet people's needs, and health is the main theme of home appliance development. In the past 2018 Q1, "health" has become the main development direction of the refrigerator. From the US CES at the beginning of this year to the AWE in March, it is not difficult to see that some refrigerators equipped with sterilization systems have appeared. To know the refrigerator ≠safe, many refrigerators can not achieve precise temperature control, so it will lead to the growth of some bacteria, accelerate the deterioration of food, and the antibacterial design of the refrigerator can effectively inhibit bacterial growth, mold growth, temperature control more accurate, more Healthy refrigerator products have become the main theme of today.
Refrigerator technology and upgrade health is the main theme
(2) Basic characteristics
â– The products below 1000 yuan are more popular with more people.
Unlike the 2017 high-end refrigerators, the refrigerators below Q11000 yuan are most popular among users in 2018. According to the survey data provided by ZDC, the attention of China's refrigerator market below 1,000 yuan in 2017 is as high as 30.1%, while 4000-6000 The degree of attention is only 2.58%. It is not difficult to see from the data that more and more consumers have changed from the original purchase from the price to the purchase from the quality. The concept of consumption is more and more rational.
Large capacity refrigerator
In 2018, many manufacturers in Q1 began to produce large-capacity refrigerator products. The attention of products above 351 liters was as high as 37.7%. From the user's attention to large-volume refrigerators, people's demand for storage is increasing, so naturally It also puts higher requirements on the volume of the refrigerator. In the past, the ordinary double-door refrigerator obviously could not meet the growing material demand of people. Nowadays, the large volume has become the standard for refrigerator products this year!
Second, 2018 China's refrigerator market structure analysis
(1) Q18 China refrigerator market brand structure in 2018
1, 2018 Q1 China refrigerator market brand attention ratio distribution
In the Top10 brand, which attracted the most attention in the Q1 Chinese refrigerator market in 2018, Haier remained the first place with a concern of 42.7%, which is a six percentage point increase from the end of 2017. The second and third place are 9.9% of Siemens and 9% of the United States. It is not a rare thing for these three brands to enter the top three. Both brand recognition and product quality have been well received by many consumers, but The data of Q1 in 2018 is obviously enlarged by Haier, so other brands should work hard.
For Haier to occupy the first place, it should be deserved. As a well-known brand in China, the brand's exposure and the first show of many amazing new products on AWE, ranking first is understandable; and Siemens as the old German brand, giving people Impression has always been based on quality, and Siemens' reputation in the user community is extremely high, and it is reasonable in the second place. As the leader of domestic brands, Midea can fully satisfy the needs of customers, and also get the same. Less consumers' favor.
Samsung, Hisense, and TCL have also appeared in the top ten. This is a traditional black electric brand. The ability to enter the top ten mid-foot can prove their efforts in the refrigerator field. In 2018, the Samsung refrigerator has a built-in intelligent preservation system. The sensor senses the temperature change and automatically adjusts the running state. The Hisense refrigerator adopts DBD three-ion purification technology, and the constant temperature control technology can effectively extend the fresh-keeping period. The TCL refrigerator is equipped with an AAT sterilization system. It effectively inhibits the growth of bacteria inside the refrigerator, and the door seal also uses an antibacterial design to effectively inhibit bacterial growth and mold growth. These heavy technologies directly caused the three parties' attention to explode, and the three ranked fifth, eighth and ninth in the list with 4.9%, 2.8% and 2.7% attention respectively. Bit, although the position is not too high, but can enter the top ten, enough to prove their strength.
2018 China's refrigerator market brand attention ratio distribution
Japanese only Panasonic still has a certain degree of attention, which stems from its exposure at major exhibitions. In addition, the well-known domestic movie star Gao Yuanyuan as its spokesperson also makes the Panasonic brand's attention remain high! The domestic old refrigerator manufacturer Meiling is 4.6%. Attention is in the sixth place. Although Meiling has also introduced washing machine products, the investment in refrigerators has not decreased. The remaining rankings are divided equally among domestic manufacturers and joint venture brands. It seems that domestic manufacturers and joint venture brands attach great importance to white goods.
2, 2018 Q1 China refrigerator market most concerned about the ranking of ten products
In the 2018 China refrigerator market, the top ten products ranked by the most attention, six Haier refrigerator products were selected, occupying half of the country, this Haier's own efforts for many years is inseparable, Haier over the years With the cultivation of brands and the maintenance of user reputation, refrigerator products are gaining recognition from more and more consumers. At the same time, this technology upgrades the entire refrigeration technology, and the energy consumption has dropped to a lower level. It can be said that the ranking is undoubtedly the first.
Top 10 products in the Q1 China refrigerator market in 2018
Unlike the previous Haier, Samsung and Siemens rankings, the most concerned about Q1 in 2018 is the Rongsheng BCD-632WD11HAP refrigerator. This refrigerator has a large capacity of 632 liters and easily collects a large amount of food. It is equipped with vector double frequency conversion technology to bring better. The fresh-keeping effect and the dual-temperature controlled double-cycle air-cooling and frost-free technology ensure that this product has a bloody path in the large-volume door-to-door refrigerator with serious homogenization, and its value and performance are top-notch!
The second and third place are Haier's refrigerators. For Haier brand, it is a good word of mouth for users, so it is widely loved by consumers. This is also the exclusive product of Haier. Six reasons. Among the ten products, Siemens also accounted for two of them. As a German old-fashioned company, Siemens has a two-seat position with zero-degree preservation + mixed cooling technology. It is worth mentioning that the Casa Di brand has also entered the top ten, showing its efforts in recent years.
3, 2018 Q1 China refrigerator market brand attention ratio change distribution
In 2018, Q1 China refrigerator market brand attention distribution changes, the overall pattern has not changed much, Haier, Siemens, the United States steadily occupy the top three positions, and from the three-month change, the first place Haier has always maintained a clear advantage, and has been showing a positive growth trend, Siemens and the United States have been fighting for the second place. The top three Zhonghaier and Midea are all domestic brands, while Siemens, which belongs to Germany, can occupy a place in the top three, bringing little pressure to other domestic brands.
Distribution of the proportion of brand concern in Q1 China refrigerator market in 2018
Rongsheng has always been in the fourth position, and it has shown a steady upward trend, while the Samsung brand has shown a downward trend. It seems that more efforts should be made in product updates and product communication. The rest of the other brands, Casa Di, Panasonic, TCL, and Hisense, are quite satisfactory. The ups and downs are not very large, and they need to continue their efforts to align with Haier!
(II) Product structure of Q1 China refrigerator market in 2018
1. The distribution of products in different price segments of Q1 China refrigerator market in 2018
According to the survey data provided by ZDC, the price of the refrigerator below 1000 yuan, the concern is 30.1%; the price of the refrigerator from 1000 to 1500 yuan, the concern is 17.19%; the refrigerator of the price range of 1500-2000 yuan, the concern is 10.33%; 2000-2500 yuan The price segment of the refrigerator, the proportion of attention is 9.42%; the refrigerator of 2500-3000 yuan price segment, the proportion of attention is 8.16%; the refrigerator of the price range of 3000-4000 yuan, the proportion of attention is 10.58%; the refrigerator of the price range of 4000-6000 yuan, The proportion of attention is 2.58%; the price of refrigerators above 6000-1000 yuan, the proportion of attention is 4.99%; the price of refrigerators above 10,000 yuan, the proportion of attention is 6.05%. From the user's attention, we can find that the most concerned price segment is the refrigerator product with a price of 1,000 yuan.
Proportion of product attention in different price segments of Q1 China refrigerator market in 2018
Different from the most popular refrigerators of 3000-4000 yuan in the past, the products with the following 1,000 yuan are the most popular, and the 1000-1500, 1500-2000, 2000-2500 stages have obviously improved, and the high-priced refrigerators continue to decrease. . From such data, it is not difficult to see that the technology of refrigerator products is more and more mature, and the price is lower than that of products. For consumers, it is no longer to look at the price to buy products, but to pay attention to the practicability of the products themselves. In the past, impulsive consumption, the purchase of products is more rational.
2, 2018 Q1 China refrigerator market, different categories of products concerned about the proportion distribution
For refrigerator products, according to the product category, the more common ones are single door opening, side opening door, multiple door opening, three door opening, cross door opening, double door opening. In the 2018 China refrigerator market, various types of refrigerators accounted for the following. According to ZDC data, the proportion of open doors, which accounted for 24.2%, ranked first, becoming the product with the highest attention of consumers. The double-door refrigerator ranks second with 20.15% of attention. Ranked third, it is a three-door refrigerator, accounting for 20.12%; in addition, this year's fire cross-opening refrigerator, the proportion of attention increased to 15.7%, successfully promoted to the fourth place, of course, this with the major brands Related to the launch of such new products. Among the subsequent rankings, the multi-door refrigerator and the single-door refrigerator were 14.47% and 5.32%, respectively.
Proportion of different types of products in Q1 China refrigerator market in 2018
From the above data, we can not see that large-volume refrigerators such as open doors and double-doors account for nearly half of the overall attention, and the cross-opening refrigerators occupying the fourth place are also classified as large volumes. The demand for storage space of refrigerators has been further expanded; the three-door refrigerators have received greater attention. This is due to the fact that the three-door refrigerators have their own greenhouses, and the volume is suitable for three-person homes and small external factors. At the same time, three-door refrigerators As a price-performance choice, it is also the first choice for many young consumers!
3. The distribution of different volume products in Q1 China refrigerator market in 2018
If the refrigerator is distinguished in the most reasonable way, then the volume is definitely the most suitable indicator! Usually the size of the volume determines the difference in the group of use. For the young couple, it is possible that the ordinary double-door refrigerator is enough; for the three-person Home, the three-door refrigerator with a greenhouse can meet the demand; for a multi-port family and a family of four generations, a large-volume door-to-door refrigerator and a partitioned fine multi-door refrigerator are the first choice. Different volume products pay attention to the proportional distribution map to illustrate this point!
2018 Q1 China refrigerator market, the proportion of different volume products concerned about the distribution
According to the data, refrigerators above 351L have the highest level of attention, reaching 37.7%. This category almost corresponds to the refrigerators that open the door and cross the door. This type of refrigerator can meet the needs of different groups of people, and the positioning is also It tends to be high-end, and the appearance is more fashionable and beautiful; the volume of 261-350L corresponds to the three-door refrigerator, which is a price-performance choice, and the degree of attention is taken for granted; it is worth noting that the small-volume refrigerator with a volume below 220L is The degree of attention is lower, but it is a good choice for newlyweds or small-sized users.
4, 2018 Q1 China refrigerator market, different temperature control methods pay attention to the proportion distribution
When it comes to consumers with a lot of temperature control methods, they don't know what it is. Naturally, there are few people who pay attention to it. To put it simply, the temperature control method often determines whether the temperature control of the refrigerator is more accurate. It can be seen from the following figure that the computer temperature control attention ratio is 91.2%, the mechanical temperature control attention ratio is only 8.8%, and the mechanical temperature control attention is still gradually decreasing.
2018 China's refrigerator market in different temperature control methods pay attention to the proportion distribution
The reason for such a distribution is actually very simple, because compared with the traditional mechanical temperature control method, the computer temperature control has many advantages such as fast response time, high temperature sensitivity and accurate temperature control, and the computer temperature control is basically matched with temperature control. The user can choose the optimal temperature for storing the ingredients according to the different ingredients, which is more in line with the user's usage habits!
5, 2018 Q1 China refrigerator market, different energy efficiency grade products pay attention to the proportion distribution
In the era of energy saving, energy consumption has always been a user's consideration for many home appliances. No one wants to buy a "big guy" who consumes electricity to increase the cost later. From the distribution of the scale of interest in the figure below, the first-class energy efficiency products accounted for 85.25% of the first place, the second-level energy efficiency and the third-level energy efficiency accounted for 11.97% and 2.38%, respectively, ranked 2, 3, and finally bottomed out. The level 4 energy efficiency products are almost negligible!
2018 Q1 China refrigerator market, different energy efficiency grade products pay attention to the proportion distribution
The high level of attention of the level 1 energy efficiency rating is not unexpected. After all, everyone hopes that the product will be more energy-efficient, and with the release of the new energy efficiency standard of the refrigerator, the energy efficiency rating of the refrigerator is also more strict. At present, the major The brand inverter refrigerator products basically control the energy efficiency level within the range of 1 energy efficiency, and most of the large-capacity refrigerators maintain the energy consumption standard of 1 day and 1 degree. It can be said that the energy efficiency level of the whole industry is improved. The key to maintaining high levels of attention for energy-efficient products!
6, 2018 Q1 China refrigerator market, different refrigeration methods, product attention ratio distribution
According to ZDC's research data, the proportion of different refrigeration products in Q1 China refrigerator market in 2018 is as follows: air-cooled refrigerators, the proportion of attention is 84.38%; mixed-cooling refrigerators, the proportion of attention is 8.22%; direct-cooling refrigerators, attention The ratio is 7.39%. It can be seen that the most popular products for consumers are air-cooled refrigerators.
Proportion of different refrigeration products in Q1 China refrigerator market in 2018
In the classification of refrigerators, the division of refrigeration methods can be said to determine the price level. However, with the popularization of air-cooled refrigerators, the air-cooled refrigerators on the market have become the absolute mainstream, but simple air-cooled refrigerators are easy to air dry, so At present, the cold-type refrigerator has been first introduced on the market, that is, the refrigerating room adopts direct cooling type cooling, and the free-frosting space such as the freezing room is cooled by air-cooling and frost-free technology, so that it is possible to ensure that no manual defrost is required. It is also not easy to dry the wet fruits and vegetables! This emerging technology has been greatly developed. The increase in the proportion of mixed-cooling refrigerators shows that consumers are recognized for such refrigerators, and the mixed-cooling refrigerators will gradually become the main force of refrigerator products.
3. Summary and forecast of the development of China's refrigerator market in 2018
(A) Summary: the price is lower, users buy refrigerators tend to be rational
â– The refrigerator below 1000 yuan has become the focus of attention
According to statistics from last year, consumers' attention to refrigerators over 6,000 yuan has reached 13.6%. This data has been basically the same as that of refrigerators below 1,500 yuan, while data from ZDC shows that the price of Q1 refrigerators in 2018 is concerned. It is 30.1% below 1,000 yuan. This kind of data is quite different from last year, but it is not difficult to see that with the maturity of refrigerator product technology, production costs are gradually decreasing, and for users, it is no longer based on price to buy products, consumption. More rational.
â– Insist on the needs of craftsmanship users
Looking at the entire Q1 quarter of the refrigerator market, it is gratifying to note that refrigerator manufacturers have begun to return to reason, that is, those who have been fighting for the competition have no longer existed. Everyone is making a fuss about the pain points of consumers, and in some The use of refrigerators began to listen more to the voice of consumers, such industry development trend is correct, the future development of refrigerators will be a "people-oriented" journey.
(B) Forecast: Health into the main melody of the refrigerator, mixed-cold refrigerator or into the mainstream
â– The refrigerator is more "healthy" has become the focus
In 2017, various manufacturers have launched a variety of smart refrigerators, which can connect mobile phones and refrigerators to realize the viewing of ingredients and timely reminders. However, from the trend of Q1 in 2018, intelligence is not only the development of refrigerators, but health has also become the focus of people's attention. What is your understanding of the refrigerator? Just keep the food in it and keep it fresh? The refrigerator, the safe, and many refrigerators are difficult to control accurately, so it will cause some bacteria to breed and accelerate the spoilage of food. Therefore, the sterilization system and antibacterial design can meet the user's usage habits and better protect the user's health.
â– The co-cooling refrigerator is expected to grow substantially
Air-cooled refrigerators are easy to dry and dry, and direct-cooling refrigerators can't automatically defrost. This almost means that the cold-cooled refrigerators will become the mainstream in the future. However, the current lack of widespread technology has hindered the growth of the co-cooling refrigerators. The important factor is that in the future, as the major refrigerator manufacturers increase the research and development of the mixed cooling technology, the future mixed-cooling refrigerator will become the absolute main force of the market!
â– Large capacity refrigerator will become the main force
The refrigerator market in 2018 will be the absolute mainstream of the large-capacity refrigerator. From the US CES at the beginning of this year to the AWE in March, 90% of the refrigerator manufacturers have used the large-capacity refrigerator as their flagship new product. From these products, the force of large-volume refrigerator products conveys that people's demand for storage is increasing, so naturally, the volume of the refrigerator is put forward higher. In the past, the ordinary double-door refrigerator is obviously unable to meet the requirements. With the increasing material demand, today's large volume has become the standard for refrigerator products this year!
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