Refrigerator market is not optimistic about sales in the second half of the year

According to the survey data of China Yikang, the sales volume of the refrigerator market has increased significantly in the first quarter of this year, but it was recently held at the 2013 (6th) China Refrigerator Industry Conference jointly organized by China Electronics News, Suning Yunye and Zhong Yikang. Experts in the industry pointed out that the market for refrigerators has turned cold in the second half of the year.

In 2012, the overall development of the domestic refrigerator industry was in a downward trend. In the first quarter of this year, as a result of China's overall economic improvement and energy-saving products benefiting people's projects, the refrigerator industry initially achieved a recovery growth, and the increase in product sales was relatively large.

According to survey data from Zhong Yikang, the retail sales volume and retail sales of domestic refrigerators have increased by 24.74% and 33.38% respectively in the first three months. The data from the China Chamber of Commerce for Import and Export of Machinery and Electronic Products showed that the export volume and export volume of refrigerators in the first five months were 14.409 million units and 2 billion US dollars, respectively, a year-on-year increase of 5.5% and 6.2% respectively. These data show that the refrigerator industry in the first half of this year has seen a significant warming trend.

Peng Yue, vice president of China Excel, believes that the driving force for the “bottom-bottom rebound” in the first half of the refrigerator market is gradually disappearing. First, the "extremely low" factor in the same period has disappeared. Second, the exit of the energy-saving products and the Huimin policy will have a negative impact on the sales of refrigerators in the short term. Second, the sales in the real estate market are another indicator that affects the new purchase of home appliances. Data, however, at present, real estate is once again entering the wait-and-see period, and the signs of improvement in the short term are not obvious. Therefore, he believes that in the second half of this year, the refrigerator market will have a tendency to turn cold, and the sales growth of refrigerators in the whole year is expected to remain at 2%-3%. “Although online sales have grown rapidly, the current refrigerator market is still dominated by offline sales. At the same time, it shows a polarization trend.” Yan Chunyong, assistant to general manager of Beijing Suning Cloud Co., Ltd., said that on the one hand, the refrigerator market, especially one or two The market has entered a high-end era, with sales of three-doors, multiple doors and door-to-door products already occupying half of the country. On the other hand, there is also a great demand for products that are inexpensive and that have returned to the nature of refrigerators.

Peng Yu said that the policy of home appliances to the countryside has greatly accelerated the popularity of refrigerators in the rural market, so that rural consumers’ awareness of consumer electronics, including refrigerators, has increased substantially. At the same time, with the advancement of urbanization, mid-range products with the essential functions and price advantages of refrigerators will also have a broad market. Lan Cuiqin, the director of design of the China Household Electrical Appliances Research Institute, pointed out that companies must tap the potential of this market, not only to make simple changes in the appearance of the product, but also to use the needs of consumers in this part of the refrigerator. Patterns and functional equipments are properly adjusted so that they can be favored by consumers.