[Nail Technology Observation] Under the constraints of multiple unfavorable factors such as the continuation of the epidemic, the increase in the price of raw materials, and the deep stock market, the downward pressure on the refrigerator market has gradually increased in recent years. "Nail Technology" noted that compared with the sluggish offline market, the refrigerator online market still maintained a high growth rate in 2021.
According to the data of Aowei Cloud Network, in 2021, the sales volume of the refrigerator online market increased by 22.61% year-on-year, the sales volume increased by 9.39% year-on-year, and the average price was 2365 yuan, an increase of 255 yuan year-on-year. "Nail Technology" observed that the online market for refrigerators in 2021 presents three major characteristics:
First, the market presents a competitive pattern of "one super and two strong". In 2021, among the top 5 brands in the online market sales of refrigerators, only Haier refrigerators achieved positive growth, and the market share was close to 40%, almost equal to the sum of the market shares of the 2nd to 4th places. In addition, from the perspective of growth trends, the sales of Midea, Rongsheng, Siemens and Meiling have declined to varying degrees.
From the perspective of sales share, Haier also performed prominently, with a market share of 31.97%, and the sales share of the second-place Midea was only 50% of Haier's; from the perspective of growth, Haier's refrigerator sales increased by 3.4% year-on-year, which was the largest increase in the top 5 brands.
Overall, Haier's position in the refrigerator market is unmatched, and the main position of Midea and Rongsheng as the second group is also relatively stable, and the pattern of "one super and two strong" is relatively solidified.
Second, the strategy of "exchanging price for volume" is still valid. Among the top 5 brands with online sales, there is a figure of xinfei refrigerator. This veteran refrigerator company has gradually improved after being acquired by Konka. From the perspective of online sales, its market share reached 3.77% in 2021, ranking among the top 5; up 1.15% year-on-year, second only to Haier in the growth rate of the top five brands.
It is worth noting that the average price of Xinfei refrigerator is only 861 yuan, down 29 yuan year-on-year, and it is the only brand among the top ten brands whose average price has declined. Moreover, such an average price is at the bottom of the top 5 brands, and it is only higher than Thatgo and Oaks in the top 10 brands.
It can be seen that the price-for-volume strategy of the new flying refrigerator is very effective, the low price has brought a boost to sales and the increase in market attention, and then the new flying refrigerator needs to do more in the brand operation and the high-end market.
Third, foreign brands have collectively declined. In the online market, foreign refrigerator brands have collectively declined, and among the top ten brands in terms of sales, only Siemens is on the list, but its market share fell by 0.58% year-on-year. Among the top ten brands in terms of sales, none of the foreign brands are on the list.
It is worth noting that korean double male Samsung, LG and Japanese refrigerator brands have disappeared in the online market, indicating that local brands have an overwhelming advantage in the online market that pays more attention to cost performance.
In summary, Nail Technology believes that the refrigerator online market is showing a hierarchical development trend, and related companies should further optimize the product portfolio to cover the needs of different groups of consumers. (Nail Technology original, reprint please be sure to indicate the source of "Nail Technology Network")