At present, the contradiction between supply and demand exceeds demand in the refrigerator industry. Although some manufacturers have used price reduction promotions to boost sales, consumers do not buy it. However, high-end refrigerator products have sold out while the goods at the road are still not selling.
The above-mentioned signals issued by the refrigerator market actually reflect the general trend of household appliances consumption upgrade. From this perspective, the development space of the refrigerator industry is still vast, and the opportunity lies in the structural growth.
For some time now, the refrigerator market has continued to slump, and some companies have complained. A recent industry summit forum even set the theme for "Finding Noah's Ark in the 2012 Refrigerator Industry."
This argument is too exaggerated, but it also shows that the industry is indeed encountering no small difficulties. On the one hand, the capacity of the refrigerator industry has grown too fast. According to recent estimates of the China Household Electrical Appliances Association, due to the rapid expansion of production capacity of the home appliance industry from 2009 to 2010, the production capacity of refrigerators has increased by more than 30%. Currently, the production capacity of refrigerators and refrigerator compressors has exceeded or approached 100 million units. . On the other hand, the market is not booming. Take the urban market as an example. In 2011, the sales volume of refrigerators in key cities was approximately 23.35 million units, an increase of only 1.5% year-on-year. In the first quarter of this year, the sales volume of refrigerators in key cities was more than 2.8 million units, with total sales falling 35.3% year-on-year, and sales volume falling 33.8% year-on-year.
At present, the contradiction between supply and demand exceeds demand in the refrigerator industry, and it is not realistic to expect the market situation to improve significantly in the short term. From the perspective of the international market, due to the slow pace of global economic recovery and the adverse effects of the European debt crisis, refrigerator exports are unlikely to grow significantly. From the perspective of the domestic market, the continued implementation of policies such as home appliances to the countryside has drastically boosted sales of refrigerators in rural markets. At the same time, it also overstretched the market spending power to some extent. Comprehensive analysis of all aspects of the situation, after the refrigerator industry experienced high growth in 2010, the market growth slowed significantly, the lack of kinetic energy expansion, began to enter a new round of adjustment stage.
Under the new market situation, the refrigerator industry's past pursuit of scale advantages has no longer worked. Right now, although some manufacturers use price reduction promotions to boost sales, consumers do not buy it. The reason is that the main support for the market now is rigid demand. Consumers have high requirements on product quality, quality, function and design. Price is not the primary consideration. The feedback of the market's frontline shows that high-end refrigerator products have sold out while the goods at the Dalu market have remained unmovable. In the first quarter of this year, three or more refrigerators accounted for 36.17% of the total sales of key cities, and 9.24% of refrigerators opened the door. These two types of products accounted for more than 45% of the total sales, compared to the full year of 2011. Increased 4.67 percentage points.
The above-mentioned signals issued by the refrigerator market actually reflect the general trend of household appliances consumption upgrade. According to the goal set forth in the “Twelfth Five-Year Plan†of China's household appliances industry, during the “12th Five-Year Plan†period, large household appliances should focus on the development of high value-added high-end home appliances; refrigerators should focus on the development of high-capacity multi-door multi-zone refrigerators. Air-cooled refrigerators, inverter refrigerators, domestic market refrigerators with a capacity of over 250 liters, large-capacity, multi-door, and off-highlighted products will increase from the current 10% to 30%. Recently, the country has introduced policies and measures to promote energy-saving appliances, arranged financial subsidies of 26.5 billion yuan, and started the promotion of air-conditioning, flat-panel televisions, refrigerators, washing machines, and water heaters that meet energy-saving standards. Driven by policies, the popularity of energy-efficient refrigerator products will accelerate. From this perspective, the development space of the refrigerator industry is still vast, and the opportunity lies in the structural growth.
Although the new market opportunities are tempting, the key lies in how to grasp them. Refrigerator companies only earnestly research the market, conduct structural adjustments in a down-to-earth manner, increase product investment in R&D, further improve product quality, focus on increasing the proportion of mid- to high-end products, and strengthen brand influence in order to include high-end products including international players. Stand out in the market competition. In this regard, Haier has set an example for the same industry. Due to its strategic vision, Haier's structural adjustment work has been grasped early and has been done well. Relying on first-rate product competitiveness, it has won both word of mouth and share in the high-end field. The performance of the contrarian growth has attracted the attention of the industry. We expect that with the deepening of the structural adjustment of the refrigerator industry, more companies like Haier will be able to come earlier in the spring of the market.
The above-mentioned signals issued by the refrigerator market actually reflect the general trend of household appliances consumption upgrade. From this perspective, the development space of the refrigerator industry is still vast, and the opportunity lies in the structural growth.
For some time now, the refrigerator market has continued to slump, and some companies have complained. A recent industry summit forum even set the theme for "Finding Noah's Ark in the 2012 Refrigerator Industry."
This argument is too exaggerated, but it also shows that the industry is indeed encountering no small difficulties. On the one hand, the capacity of the refrigerator industry has grown too fast. According to recent estimates of the China Household Electrical Appliances Association, due to the rapid expansion of production capacity of the home appliance industry from 2009 to 2010, the production capacity of refrigerators has increased by more than 30%. Currently, the production capacity of refrigerators and refrigerator compressors has exceeded or approached 100 million units. . On the other hand, the market is not booming. Take the urban market as an example. In 2011, the sales volume of refrigerators in key cities was approximately 23.35 million units, an increase of only 1.5% year-on-year. In the first quarter of this year, the sales volume of refrigerators in key cities was more than 2.8 million units, with total sales falling 35.3% year-on-year, and sales volume falling 33.8% year-on-year.
At present, the contradiction between supply and demand exceeds demand in the refrigerator industry, and it is not realistic to expect the market situation to improve significantly in the short term. From the perspective of the international market, due to the slow pace of global economic recovery and the adverse effects of the European debt crisis, refrigerator exports are unlikely to grow significantly. From the perspective of the domestic market, the continued implementation of policies such as home appliances to the countryside has drastically boosted sales of refrigerators in rural markets. At the same time, it also overstretched the market spending power to some extent. Comprehensive analysis of all aspects of the situation, after the refrigerator industry experienced high growth in 2010, the market growth slowed significantly, the lack of kinetic energy expansion, began to enter a new round of adjustment stage.
Under the new market situation, the refrigerator industry's past pursuit of scale advantages has no longer worked. Right now, although some manufacturers use price reduction promotions to boost sales, consumers do not buy it. The reason is that the main support for the market now is rigid demand. Consumers have high requirements on product quality, quality, function and design. Price is not the primary consideration. The feedback of the market's frontline shows that high-end refrigerator products have sold out while the goods at the Dalu market have remained unmovable. In the first quarter of this year, three or more refrigerators accounted for 36.17% of the total sales of key cities, and 9.24% of refrigerators opened the door. These two types of products accounted for more than 45% of the total sales, compared to the full year of 2011. Increased 4.67 percentage points.
The above-mentioned signals issued by the refrigerator market actually reflect the general trend of household appliances consumption upgrade. According to the goal set forth in the “Twelfth Five-Year Plan†of China's household appliances industry, during the “12th Five-Year Plan†period, large household appliances should focus on the development of high value-added high-end home appliances; refrigerators should focus on the development of high-capacity multi-door multi-zone refrigerators. Air-cooled refrigerators, inverter refrigerators, domestic market refrigerators with a capacity of over 250 liters, large-capacity, multi-door, and off-highlighted products will increase from the current 10% to 30%. Recently, the country has introduced policies and measures to promote energy-saving appliances, arranged financial subsidies of 26.5 billion yuan, and started the promotion of air-conditioning, flat-panel televisions, refrigerators, washing machines, and water heaters that meet energy-saving standards. Driven by policies, the popularity of energy-efficient refrigerator products will accelerate. From this perspective, the development space of the refrigerator industry is still vast, and the opportunity lies in the structural growth.
Although the new market opportunities are tempting, the key lies in how to grasp them. Refrigerator companies only earnestly research the market, conduct structural adjustments in a down-to-earth manner, increase product investment in R&D, further improve product quality, focus on increasing the proportion of mid- to high-end products, and strengthen brand influence in order to include high-end products including international players. Stand out in the market competition. In this regard, Haier has set an example for the same industry. Due to its strategic vision, Haier's structural adjustment work has been grasped early and has been done well. Relying on first-rate product competitiveness, it has won both word of mouth and share in the high-end field. The performance of the contrarian growth has attracted the attention of the industry. We expect that with the deepening of the structural adjustment of the refrigerator industry, more companies like Haier will be able to come earlier in the spring of the market.
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