Suning Yun and Beijing China Yikang era development Co., Ltd. Co sponsored. At the annual meeting, the Top10 energy conservation center of Switzerland and the China electronic newspaper jointly issued the "2015 China high-energy efficient refrigerator TOP10 list" to further enhance the consumer's awareness of energy conservation and environmental protection, leading the refrigerator industry to the direction of higher energy efficiency. Haier, Hisense, Ronshen, MeiLing, beauty, BOSCH, Samsung, Whirlpool, European products, Bolen Berg, Casa emperor, commander in chief and other well-known brands, with the industry experts and the 60 mainstream media in China together to explore the development trend of the industry.
Retail sales rebounded with 3 negative growth rates in 4 years
The domestic refrigerator market is still "depressed" in 2015, due to the increasing pressure of the economic downdescending, the low activity of commercial housing sales, and the comprehensive influence of internal and external factors such as the policy window.
According to China Yikang data, the retail market volume of domestic refrigerators was 26 million 130 thousand in the first 10 months of 2015, down 6.6% from the same period last year, and the retail sales volume was 69 billion 600 million yuan, down 3% from the same period last year. The annual retail sales of the refrigerator market will be negative year-on-year, and the overall size will remain unchanged from 2012. This will also be the 4 year since 2012, and the domestic refrigerator market scale has declined third times, but the growth rate has slightly rebounded compared with 2014. In contrast, the online market has maintained a relatively fast growth. The 2015 retail market for refrigerators is expected to exceed 10 billion yuan for the first time, accounting for 13.4%.
Chen Gang, Deputy Secretary General of the China household electrical appliances association, said the overall scale of the refrigerator market is hard to expand and has entered a relatively stable stage of development. In 2015, there are two things to pay attention to in the refrigerator industry. One is the newly revised "limit value of electricity consumption of household refrigerators and the grade of energy efficiency", and will be formally implemented in October 1, 2016. The two is the introduction of the long term implementation rules for the "leader of the energy efficiency" system for household appliances. According to the new version of the energy efficiency standards for refrigerators, the comprehensive consumption of refrigerators is closer to the actual consumption of users, and the energy saving capacity of products in actual use is more important. The "leader" system released a signal through the "award for compensation", the enterprise should not focus on the subsidy, but to speed up the upgrading of the industrial energy saving technology.
Chen Gang believes that the introduction and implementation of the new policy on refrigerators is both an opportunity and a challenge for enterprises. If it is appropriate, it will also help enterprises to further promote the wide application of advanced energy saving technology, support the upgrading of industrial structure, and enhance the international market competitiveness of China's refrigerator products. According to yiyikang's forecast, the competition of the refrigerator industry in 2016 will still be very fierce. The big brand is still able to support with the scale advantage, and the small and medium brands will face the test of survival with the increase of price competition. However, in 2016, the domestic fridge market may be "positive", and retail sales are expected to increase slightly.
Product structure depth adjustment four products most eye-catching
In 2015, the structural adjustment of the fridge market continued to be deeply adjusted, and the trend of high-end products became more and more obvious. Enterprises were competing to launch intelligent products. The "2015 China refrigerator industry trend report" issued by Yiyi Kang at the annual meeting mentioned that multi door, air cooling, large capacity and high end become the main direction of market structure switching. In multi door products, from January 2015 to October, four products led the market, and retail sales accounted for more than 75.1% in the overall market. The growth rate was 77.6%, far higher than the five and six products. In the four door, the cross opened the door strongly. In the first 10 months of 2015, the share of retail sales grew to 45.5% from 25.6% in the same period last year, and the growth rate was more than 200% over the same period.
With Haier, Ronshen, Hisense and other market leading brands of large volume cross door open door products gradually listed, the number of retail sales will exceed three doors and become the highest proportion of the refrigerator market. Large capacity and high-end products are becoming more and more popular among consumers. According to the monitoring data of China Yikang, from January to October, the retail sales of large capacity products above 400 liters accounted for 43.5%, which was 9.5 percentage points higher than that in 2014. Among them, more than 4500 yuan price segment has become one of the most popular consumer price range. In addition, although various brands have developed products with different intelligent functions according to their own product characteristics, the intelligent refrigerator is "not called a seat" on the whole, and the homogeneity is one of its biggest pain points. For the current refrigerator market, intelligence is still in the exploratory stage.
Domestic brands dominate the list of high energy efficiency, and all foreign brands fail.
At the annual meeting, the Swiss TOP 10 energy saving center jointly published the 2015 China energy efficiency refrigerator TOP10 list with China's electronic newspaper. The list is selected by independent third parties, which aims to further promote the awareness of energy conservation and environmental protection, promote social sustainable consumption, and lead the development of the refrigerator industry in the direction of higher energy efficiency. It is understood that the "2015 China efficient refrigerator TOP10 list" is based on product model energy efficiency technology list, not linked to sales and other market factors. All the products on the list are 1 levels of energy efficiency. According to the volume, the products are divided into 6 categories. Each category is selected according to the unit volume consumption. The first 10 names are selected from 60 models, respectively from 20 different brands. It is worth noting that this list of brands is almost all domestic brands, and foreign brands have all been lost. Some of the two or three line brands have performed well. Among them, Haier became the most popular brand with 10 models. In this regard, Zheng Tan, director of China's Top energy conservation center in Switzerland, said that this shows that with the increasing standards of energy efficiency in China, some domestic brands have reached the leading level in the international market. The release of the energy efficiency list,