Refrigerator market in the third quarter of negative growth industry competition has become more intense

After two consecutive years of sustained rapid growth, the refrigerator market was hardly alone in 2011. The growth rate of the refrigerators slowed down significantly. AVC released statistical data showing that in the first three quarters of 2011, China's refrigerator terminal sales reached 33.40 million units. The growth rate was 3.6%, and the growth rate was significantly lower than that in 2009 and 2010. The sales volume in the third quarter was a year-on-year negative growth of 0.7%.

The overall scale slows down and the refrigerator production capacity increases rapidly, the refrigerator or the air conditioning market will be staged fierce competition, industry sources said that the market entered the era of industry reshuffle, corporate growth more rely on to seize the opponent's share to achieve.

Zero sales of home appliances to the countryside

The downturn in the property market under control policies has affected the sales of home appliances, especially the restrictions on purchase orders at all levels of cities, which have a direct impact on the sales of urban refrigerators. “This year's primary market is flat, and more is the growth of the secondary and tertiary markets.” Wang Weiqing, vice president and general manager of sales for Boxi Appliances in China, said yesterday that after communicating with a number of domestic research and monitoring agencies, he discovered that this year's refrigerators The overall growth rate is slowing down, and it is expected to continue in the first half of next year, and it will be possible to achieve growth in the latter half of the year.

Cai Ying, assistant to the director of the Information Resources Development Department of the National Information Center, continued to “disrupt”. In the past October, refrigerator sales fell by 9.64%.

According to AVC analyst Yan Minghua, the growth rate of the refrigerator market has slowed down significantly this year. On the one hand, the market size exceeded 40 million units last year. It is impractical to continue to maintain rapid growth on such a large base. In addition, the stimulating effect of the policy to the countryside has weakened For two consecutive years of policy stimulus, some market demands have been overdrawn ahead of schedule. Since April, when home appliances to the countryside have been replaced with cards and regulations have been tightened, the input of manufacturers has also weakened. The sales of home appliances to the countryside have basically maintained zero growth year-on-year.

Industry competition is becoming more intense

With the limited increase in the scale of the industry, Xin Ding is not ignoring the enthusiasm. It is reported that Hefei Sanyo focus on expanding the refrigerator business, in particular the launch of "Dili" brand. Previously Sanyo’s brand was acquired by Panasonic and Southeast Asia’s white assets were sold to Haier. Hefei Sanyo has not obtained the brand authorization of “Sanyo” on the refrigerator in the country, and building its own brand is an inevitable choice.

However, it is not easy for Sanyo to stand firm. There are old Haier, Midea, Meiling, Siemens, new Zhigao, Skyworth (microblogging), as well as Soy, noble and other small and medium-sized refrigerator companies a major leap forward. Aowei Consulting's data shows that in the first three quarters of 2011, the combined market share of the top six brands such as Haier, Midea, Meiling, Rongsheng, Xinfei, and Siemens had a market share of more than 75%, which was a year-on-year increase of 0.6%.

Ovid Consulting analyzed that in the next four years terminal sales will remain at 41 to 46 million units, with an average annual compound growth rate of 2.8%, and the overall scale will be at a high level. Minghua Ming said that in the “post-high-growth era”, the growth of various companies will rely more on grabbing the share of their opponents. The competition between brands will inevitably become fiercer, and even some brands will not be eliminated. Therefore, each company's competition in channel resources, product differentiation, and cost control will become more intense.