Post-holiday home appliance sales meet Xiaolang

According to the monitoring data of the Ministry of Commerce, in January 2013, sales of home appliances in China increased by 2.7% year-on-year, and they achieved good results, but the long tail effect of the Spring Festival has not yet ended. The arrival of the Lantern Festival has triggered a new round of home appliances. Small sales peak.

The trend of diversification has led to the transformation and upgrading of the refrigerator industry. With the acceleration of urbanization and the increase in consumption levels, many consumers upgrade the refrigerator as a way to solve the shortage of storage space. Since the spring of 2013, Meiling's high-end new products have achieved good sales results.

Take Athena three-door air-cooled refrigerator BCD-278WP3BD as an example. This refrigerator has a large frozen design of nearly 80L, which fully meets all kinds of new year storage in the family's home, combined with the use of high-efficiency compressors, making it possible to use three-door air-cooled refrigerators. Low power consumption of 0.66 degrees, and therefore widely welcomed by consumers.

According to the monitoring situation of the stores, in addition to the steady increase in the sales of traditional large-scale refrigerators (cabinet) this year, diversification, high-end, and low-carbonization are three prominent development directions. At the beginning of this year, Jiang Feng, chairman of the China Household Electrical Appliances Association, said that home appliances to rural areas have increased rural residents' awareness of consumer electronics products and began to pursue branded, functionally diversified, more energy-efficient and more fashionable home appliances.

Since June of last year, the energy-saving subsidy policy has begun to relay. It has further increased the promotion of energy-saving household electrical appliances and accelerated the structural adjustment and transformation and upgrading of the home appliance industry. Previously, Meiling, which has been performing outstandingly for home appliances to the countryside, has seen high-end and serialized development after years of development.

At present, Meiling Athena products cover all volume segments from 200 to 600 liters. The 560 Series, 450 Series, 350 Series, and 310 Series are all popular models in the market. In 2012, the proportion of mid- to high-end refrigerators represented by “Athena” has reached 50%, and a good market response has been achieved.

The surge in storage volume has been driven by festivals and rigid demands such as weddings. The overall sales of the home appliance consumer market have been warming during the Spring Festival this year, and the large storage demand brought by New Year's goods during the Chinese New Year has not yet been digested. The arrival of the festival once again caused the refrigerator capacity of the residents' homes to “snap”.

In the store, Ms. Liu, who lives in Nanjing, said: “The New Year's goods during the Chinese New Year have not been finished. The new round of dinner on the Lantern Festival has arrived. The Lantern Festival and other foods must be frozen. The old refrigerator inside the home can not meet our storage needs. "A lot of consumers who didn't have time to shop during the Chinese New Year rushed to the store for the Lantern Festival, which led to a new round of consumer electronics purchases.

In order to meet the storage needs, Ms. Liu intends to buy a freezer to surprise the Spring Festival storage peak period. Taking Meiling, a professional refrigeration company, as an example, the Meiling store during the holiday season, sales of freezers are booming, and some markets are even out of stock.

In addition to a variety of commercial and outdoor purchasers, there are still many ordinary consumers who have joined the ranks of freezers in order to prepare for the annual meal and to save a lot of cooked food gifts.

In addition, tea and other beverages can be stored in the cold room after drinking for a short period of time. If they are not used for more than six months, they should be stored frozen. Therefore, many experts predict that the demand for refrigeration products such as freezers may increase with the launch of new tea. By then, there will be a new round of sales boom with the freezer brand with market competitive advantages.