In the first half of 2018, good news came from the refrigerator industry. Although it still faces pressures such as regulation of the real estate market and slow growth of terminal demand, under the favorable consumption upgrade and structural adjustment, China's refrigerator industry has achieved both market sales and volume growth.
The current refrigerator industry is experiencing new and old kinetic energy switching, and the upgrading of product structure driven by consumption upgrade has gradually become the main driving force for the growth of the industry. In the face of the tide of consumption upgrading, refrigerator companies collectively focus on the essential function of the product - preservation, a technical competition around preservation is in full swing.
Bosch Home Appliances Releases Vital Fresh-Power Multi-door Refrigerator Series
In the first half of the year, the market's stable growth structure was upgraded to the largest contributor
In the first half of this year, the fundamentals of China's household appliance industry still did not improve significantly. Due to the conduction effect of the real estate market regulation, the kitchen appliance market, which had once had a good rise, experienced a slight decline, but the performance of the refrigerator was relatively good. According to data from market research institutions, the volume of refrigerators in China increased double in the first half of the year, achieving steady growth.
The total data of Omni Cloud.com shows that in the first half of this year, the sales volume of China's refrigerator market was 16 million units, a slight increase of 0.8% year-on-year; the sales volume was 54.9 billion yuan, a year-on-year increase of 7.1%. According to the total data of Zhongyikang, the retail sales of China's refrigerator market in the first half of the year increased by 8%.
Qi Dongmin, research manager of Avi Cloud's home appliance big data business unit, said that the growth of the refrigerator market in the first half of the year was really reluctant, and the retail sales growth was large, mainly from two aspects: on the one hand, the upstream cost increase in the early stage forced the enterprise to transform into a high-end. In particular, the transformation effect of domestic-funded enterprises has already appeared; on the other hand, the structure of refrigerator products has been constantly adjusted, and the average price of the industry has increased significantly.
During the 2018 China Refrigerator Industry Summit held in May this year, market research institutions and mainstream enterprises in the industry predicted that in the next three to five years, the overall demand of China's refrigerator market will stabilize.
In China, refrigerators have basically achieved product popularity. In the past few years, market demand has been relatively stable. According to the statistical yearbook issued by the National Bureau of Statistics, as of the end of 2016, the average number of refrigerators per 100 households in the country has reached 93.5, which is second only to color TV among all household appliances. Among them, the average number of refrigerators owned by urban residents per 100 households. For 96.4 units, the average number of rural residents per 100 households is 89.5.
Yan Dongmin said that from the demand side, there is no obvious positive factor in the industry, and the refrigerator market is more supported by newer demand. Unlike the centralized release of popularized demand under policy stimulus, the release of current demand is more stable and slow, so the refrigerator industry has a few years of consolidation.
Although the market demand is unlikely to increase significantly in the short term, the refrigerator industry has ushered in a long-term and sustained positive – consumption upgrade. Following the large-capacity, frequency conversion, air-cooling, and storage space refinement management, consumers' demands for refrigerators have been upgraded again. Consumers' new focus on refrigerators is preservation.
During the ninth China High-end Home Appliances Home Red Roof Awards Ceremony held in December last year, China National Grid and China Yikang released the “2017 China High-end Home Appliances Consumer Survey Reportâ€, showing that consumers were buying refrigerators. The primary factor of concern is the preservation technology of the refrigerator.
Lu Shenghua, editor-in-chief of China National Grid, expects that refrigerator products will return to the core function of keeping fresh.
Refrigerator preservation war has come to Bosch appliances advance card
In the view of Qi Dongmin, the essence of the function of the refrigerator product is to store the ingredients and keep fresh, and it is inevitable that the current refrigerator industry will set off a fresh-keeping trend. "The problem of high homogenization of products in the industry has always existed. Various technical functional indicators such as air cooling and frequency conversion have been rapidly popularized, so that the products have no differentiated functions, and the preservation gives the enterprises full space. It does improve the consumer experience."
The popularity of fresh-keeping in the refrigerator industry is heating up, and mainstream refrigerator companies have upgraded the preservation technology, such as Bosch Vita Pro-Pro Technology, Midea Refrigerator "Micro-Crystal Fresh" technology, Meiling Water Molecule Activation Technology, Refrigerator Industry Preservation War Already coming.
“The technical paths for realizing the fresh-keeping function are different. The cold storage room is more controlled by oxygen and temperature control, which inhibits the respiration of plants to ensure freshness, but the same way, it provides a relatively optimized storage condition for the ingredients.†Yan Dongmin said .
Wang Weiqing, senior vice president and chief sales officer of Bosi Household Appliances (China) Co., Ltd., said that “preservation†is the core demand of consumers for refrigerator products. Bosi appliance insists on upgrading this core function and gives higher products with innovative technology. Quality stability, better preservation, and helping consumers improve their quality of life.
Bosch Vita fresh power multi-door refrigerator series new products
During the China Household Electrical Appliances and Consumer Electronics Show (AWE2018) in March of this year, Bosch Home Appliances, a brand of Bosch Home Appliances, released a new series of Vital's fresh-powered multi-door refrigerator series, which uses Bosch's powerful Vital Preservation Pro technology. The storage of food provides an accurate temperature and humidity environment, and does not freeze at +0 °C, achieving long-lasting preservation of the ingredients.
It is understood that Bosch Vital Fresh-powered Refrigerator is equipped with internal and external temperature sensing system, which can accurately sense the environment and compartment temperature. The new refrigeration system is matched with the optimized air duct to bring high-precision temperature control, ensuring constant temperature and reasonable distribution of cooling capacity. More even, +0 °C does not freeze, let the ingredients at the right temperature, tightly lock fresh. The new humidity control system of the refrigerator is combined with the independent adjustment function of the electronically controlled humidity double drawer, which brings intelligent humidity control, adjustable humidity range and more flexible adjustment. No matter whether fruits and vegetables, fish or treasures, dry goods, can be properly stored. Bosch Vital Fresh-powered Refrigerator has more intelligent procedures to properly store fresh food, avoiding improper food preservation caused by improper settings, and eliminating the worries for users. Not only that, the new platinum purifying system of the refrigerator freezer is equipped with multi-dimensional three-dimensional air supply, which makes the antibacterial rate more than 99.9%, making the fresh-keeping space more fresh and transparent.
In addition to innovative preservation technology, Bosch Vital's fresh-powered refrigerator is also known for its many humanized designs, including hidden cantilever shelving systems, fresh egg storage, free storage, free-flowing dishes, and three-dimensional Soft lighting, high-through interior design and the home Connect function of Bossi Home Appliances all reflect the brand concept of Bosch's “Science and Technology for Lifeâ€.
Yan Dongmin said that in terms of the current competitive landscape, mainstream enterprises are basically using the preservation as the expansion point for product layout and promotion. This is a positive direction, bringing the development of the industry to open competition.
Zuo Yanzhen, general manager of Zhongyikang Brand Center, believes that the return to the essence of preservation function is an objective demand for market consumption upgrade, and also reflects the subjective desire of the refrigerator industry to carry out structural reforms on the supply side and meet the needs of consumers for a better life. Innovative fresh-keeping technology is of great significance for refrigerator companies to improve their position in the high-end market and improve their profitability.
In this technical competition around the preservation, Bosch Home Appliances, the head of the refrigerator market, has already completed the card position with the Vital Fresh Power Series refrigerator.
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