High-capacity refrigerator high-end breakout corporate new layout

With the withdrawal of the energy-saving subsidy policy, the domestic white electricity industry has also fallen into another confused period. Since the policy exit has a smaller impact on the high-end refrigerator products than the overall market, foreign brands including Samsung are gradually emerging from the market's breakthrough path through their technological superiority in high-end large-capacity refrigerator products.

Large-capacity refrigerator into the market mainstream

The refrigerator market, but "big" does not break. Large-capacity refrigerators are becoming the direction of market trends. The data shows that the overall size of the Chinese refrigerator market fell by 1% in 2012 compared to 2011, but the proportion of high-capacity refrigerators with a capacity of 400L or more increased by 13%. After analyzing the phenomenon, GFK, a market research institute, pointed out that with the “70s and 80s” group becoming the main force of high-quality consumption, the home appliance market is showing a clear “favored consumption” feature, and high-end large-capacity refrigerators are increasingly receiving consumers. welcome.

According to the “2012-2013 China Refrigerator Market Research Report” released by the Internet Consumer Research Center, although the market share of the three refrigerators currently accounts for only 30%, 41.4% of users are favored.

Home Appliances analyst Liang Zhenpeng told the Beijing Business Daily that the increase in capacity has been one of the development trends of refrigerators since the refrigerator entered the family of ordinary consumers. From the previous two doors and three doors to the current ones, Multiple refrigerators. He predicted that the large-capacity development of the refrigerator will continue for a long time.

Ren Minqi, a researcher in the home appliance industry of China Investment Advisors, also believes that large-capacity refrigerators are an important product of capacity upgrades for refrigerator companies and have good prospects for development. Compared with traditional refrigerators, large-capacity refrigerators have strong advantages. In addition to their increased capacity, they also have significant improvements in performance. Although the real estate market closely linked with the refrigerator industry is still subject to strict regulation, many consumers still prefer large-capacity refrigerators for the needs of refrigerators.

Appliance companies have begun to layout

As the heat of large-capacity refrigerators continues to heat up, many home appliance companies have begun to layout. Samsung recently introduced a new three-door refrigerator with capacities of 285L and 301L. Analysts believe that the significance of the new three-door refrigerators is extraordinary, and its listing means that the "large-capacity" layout that Samsung Refrigerator has built for many years has been completed. In the previous large-capacity 400L refrigerator market, Samsung took a firm position in the market, plus the launch of the new three-door refrigerators today, featuring a large capacity as the basic feature and using Samsung's unique “frost-free moisturizing double circulation” as the core The technical refrigerator product line has completely surfaced.

Ren Minqi told the Beijing Business Daily that large-capacity refrigerators are currently the new profit growth point for the refrigerator industry, which has attracted a large number of companies. It is also wise for major companies to develop large-capacity refrigerators. However, he also stressed that in the future development, companies should continue to improve their technological level in refrigeration and preservation while also focusing on consumer experience.

It is reported that in 2012, the proportion of sales of high-end refrigerators rose from 4% in 2010 to 12.9%, more than tripled, and the market share of high-end refrigerators will gradually expand in the future. In the field of large-capacity refrigerators, Samsung is in a global leader position. According to the latest data released by GFK, in June Samsung had won both the door refrigerator and the multi-door refrigerator with a market share of 21.8% and 17.9% respectively. Park Jae-sun, president of Samsung Electronics in Greater China, also stated: "Samsung's large-capacity three-door refrigerator is an entirely different innovation from the current three-door refrigerators and is specifically developed for the Chinese consumers' living conditions, lifestyle and usage habits."

The standard war behind the market officially started

With the fierce competition in the large-capacity refrigerator market, the technical warfare and standard warfare behind it have started.

Liang Zhenpeng believes that the layout of large-capacity refrigerators is necessary. With the increase of consumers' pursuit of quality of life, the increase in the quantity of food has led to the improvement of the refrigerated space. The market demand for large-capacity refrigerators is very promising. In addition, with the increase in capacity, energy consumption will be correspondingly increased, so companies in the promotion of large-capacity refrigerators, but also should pay attention to product energy-saving and quiet and other aspects of the upgrade.

The relevant person in charge of Samsung told the Beijing Business Daily that only a capacity of 280L or more can be regarded as a large-capacity three-door refrigerator, and the refrigerator in this capacity segment must use a combination of air-cooled and double-cycle technology to achieve frost-free, moisturizing and Balance and balance of rapid and uniform cooling. The seemingly simple design adjustments have created the first three-door refrigerators on the market with high-end features such as “large capacity, frost-free air-cooling, and moisturizing double-cycle”.

It is reported that the refrigerator can be divided into two major categories of direct cooling and air cooling. The direct-cooling refrigerator has good humidity retention effect, but it is easy to be frosted, and it can not meet the requirements for the uniformity of the temperature of the large-capacity refrigerator; the air-cooled refrigerator (also called the frost-free refrigerator) has fast cooling speed and is not easy to frost, but it is ordinary Air-cooled technology can easily lead to food drying and odor. In the past, when users purchased three refrigerators, they often faced the dilemma that the advantages of the two types of products could not be combined. The new frost-free double-cycle three-door refrigerator launched by Samsung adopts a unique frost-free air-cooled + double-cycle technology to eliminate frost and moisturize, which solves the dilemma of the user's purchase.

Experts also said that the air-cooled and frost-free system not only completely freed the consumer from manual defrosting, but also greatly reduced the risk of bacterial and mold growth and improved food safety. With the gradual maturation of the large-capacity refrigerator market, the future new technology wars and standard warfare will continue to upgrade.