Zhongyikang market survey data shows that in the first quarter of this year, the market share of retail and retail sales of multi-door refrigerators was 28.3% and 43.8%, up 4.7% and 5.6% respectively year-on-year; retail volume and retail sales of open-door refrigerators The market share was 17.6% and 24.9%, which was 1.1% higher than that of the same period last year. The retail volume and retail market share of the cross-four refrigerators increased by 1.7% and 2.3% respectively compared with the same period of last year.
The retail volume of traditional double-door and three-door refrigerators is declining. According to Zhongyikang data, compared with the first quarter of last year, both the retail and retail sales of the two-door and three-door refrigerators fell by 2 to 4 percentage points.
The price has risen, the retail volume of traditional refrigerators has declined, and the proportion of medium and high-end products has become higher and higher... As the consumption of refrigerators is further upgraded, the competition between brands will become more intense, and the trend of “Matthew effect†is more obvious. According to the data, there were 101 online brands of refrigerators in the first quarter, which was 4 fewer than the 105 in the same period of last year. The retail share of the top ten brands reached 92%, up 2.7% from 89.3% in the same period last year.
With the “eating†of big brands, the days of small brands are getting worse. The old-fashioned Xinfei refrigerator, which used to be a smash hit, broke the rumor of “discontinuation†at the end of last year. In February this year, the news of returning to work was reported, but in the current market environment, it faces many challenges.
Faced with the trend of increasing industry brand concentration year by year, at the China Refrigerator Industry Summit Forum held on May 23, many refrigerator companies said that the development of the refrigerator industry has reached the final stage, focusing on endogenous growth and improving integration. Strength will be a long-term strategy for companies to compete. Wang Lei, vice chairman of the China Household Electrical Appliances Association, said that comprehensive strengths include research and development capabilities, innovation capabilities, marketing capabilities, and supply chain integration capabilities.
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