Recently, Yikang, the domestic authoritative market research institution, announced the cumulative annual share of the refrigerator market in the first half of 2018: Haier Refrigerator ranked first with the market share of 34.8%, and the market share of the second and third place was 11.6% and 11.3%. In terms of growth, Haier refrigerators grew by 13.4% year-on-year, ranking first in the industry; the second and third refrigerator brands increased by -11.1% and 6.6% respectively.
From the industry point of view, compared with the momentum of the increase in the amount in the first quarter of 2018, under the influence of unfavorable factors such as rising raw material prices and real estate regulation, the refrigerator market in April and May showed a negative growth trend. According to the total data of Zhongyikang, the retail sales of the refrigerator market in April and May of 2018 increased by 10% and 9.1% respectively, and the retail sales increased by 3% and 2.2%. Affected by this, the cumulative retail sales and retail sales of the refrigerator market in January-May increased by 3.4% year-on-year and positive growth by 6.8%.
Facing the current situation of negative sales growth in the industry, refrigerator companies agree that consumption upgrading and product optimization and structural optimization are the most important driving forces in the refrigerator industry at this stage. With the expansion of the middle class and young consumer groups, household appliances consumption has shifted from popular consumption to healthy consumption. The most important factors that users pay attention to when purchasing refrigerators are fresh-keeping technology, energy-saving and environmental protection, among which, leading-edge preservation technology has attracted attention as high as 41.3%. Therefore, the focus of the refrigerator enterprises at this stage should be health preservation, energy conservation and so on.
The reason why the Haier refrigerator can significantly lead other brands in the industry, a refrigeration and freezing comparison chart gives the answer. The figure shows that the yellow pepper after 7 days of refrigerating showed the status of “natural color†and “color loss†in Haier full-space fresh-keeping refrigerator feast series and ordinary air-cooled refrigerator respectively. The ice hockey after 7 days of freezing also appeared in two refrigerators. The comparison between "ice hockey" and the shape of "ice". This is because the Haier cold storage room is equipped with the original fine-control micro-channel and dry and wet storage technology, which provides accurate temperature and humidity environment for the food, solves the pain points of the user's fruit and vegetable condensation, water loss and snoring; the freezer is equipped with intelligent constant temperature. Technology, through the installation of fan shielding device, to achieve freezing temperature, to solve the problem of user nutrition loss of frozen food.
In addition to grasping the user's healthy consumption boom and carrying out the innovation and upgrading of the preservation technology, Haier Refrigerator's innovative interaction mode has also promoted the rapid growth of sales. It compares the yellow pepper and ice hockey in the picture into a video, and plays it on more than 100,000 TV screens in one or two big stores and specialty stores nationwide. The user can intuitively perceive the freshness preservation effect of the refrigerator through video, and achieve good word-of-mouth communication, which promotes the rising sales of Haier.
Judging from the second-ranked refrigerator brand, it has adapted to the current trend of consumption upgrades, and has ensured that the ingredients are fresh and meet the high-quality living needs of users through humanized design and new preservation technology, thus opening up market sales. Another refrigerator brand has released a new smart fresh-keeping product, which has also enriched the user's purchase choice to some extent.
In the context of transformation and upgrading of the entire industry, taking the lead in capturing user needs has become the key to achieving industry leadership. Driven by the “one person in one†mode, Haier Refrigerator has won the market share by reducing the value of its products to meet the needs of users, and has achieved continuous leadership in the industry. It is foreseeable that Haier, which has gained market share with a share of 34.8%, will continue to lead the transformation and upgrading of the refrigerator industry in the future, explore new market development space, and set a benchmark for the industry.
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