Hoarding heat is only the appearance, more families in the future 2 refrigerators or into the standard?

2 refrigerators, or 1 refrigerator and 1 freezer, will become the standard configuration of many Chinese families in the future. Of course, this round of the epidemic may only be an external sudden force, more importantly, the refinement of lifestyle and the diversification of life pursuits will promote the early arrival of a new round of development inflection points in the cold industry.

Qingting || Writes

Life is pursuing more excitement every day, and home appliances that serve life are destined to be lonely. For example, large refrigerators and Xiaoice cabinets have become "net red products" in the home appliance market since March this year, just like the air fryers and meat grinders of that year.

The sudden popularity of the market sales of refrigerators and freezers seems to be unexpected, and it seems that because of the epidemic, it is actually the improvement of consumption awareness and the guarantee of consumption ability. However, from one side, it reflects the unique status quo of the first-line consumer market of China's home appliance industry: the consumption power of many families has always existed, but the desire to consume is very weak, especially the open and random consumption is compressed. Once you see home appliances that you like or need at home, you will not hesitate to take a shot.

This round of cold and hot sales has been brewing for more than three years

From home hoarding guides, balcony dishes, immersive refrigerator storage tips... In the three years of repeated epidemics, especially since Xi'an, Shenzhen, Shanghai, and Beijing have experienced a round of epidemic tests, more and more people think that appropriate hoarding is necessary, ranging from 7 days to 14 days, or even 30 days, and even a large number of post-90s and post-00s young people have joined the ranks of this round of hoarding.

From staple foods to meat, eggs and milk, vegetables and fruits, daily necessities to medical supplies, emergency supplies, etc., the goods on the list of various hoards are dazzling. However, after buying it back, how to keep it is also a big problem. Some netizens said that in any case, storage can be divided into "inside the refrigerator" and "outside the refrigerator". Especially as frozen meat, quick-frozen vegetables, quick-frozen convenience foods, and prepared dishes become "must-hoard items", everyone's demand for large refrigerators and freezers has become extremely urgent.

Recently, on social platforms such as Xiaohongshu, Douyin, and Kuaishou, immersive refrigerator storage, refrigerator storage techniques, and drying their own refrigerators have become hot spots. "Ollie's Refrigerator for Me" has more than 10 million views on TikTok, which was something that would never have happened in the past. And all this is reduced to the "sense of security given by the refrigerator", as long as the refrigerator has stockpiles, the heart is not panicked.

This psychological demand for hoarding goods will naturally be directly reflected in the first-line home appliance consumer market. Since the end of March, the number of refrigerator and freezer searches for the WeChat Index, Headline Index, and Baidu Index has continued to skyrocket. For example, on April 10, the "refrigerator" Baidu index search soared by 79.07% year-on-year, and the WeChat index soared by 96.75%. On April 11, the concept of prefabricated dishes rose, with Weizhixiang, Zhongshui Fishery, Qianwei Yang Kitchen, Haixin Food, etc. rising and stopping, and Sanquan Food and Guolian Aquatic Products followed suit. These are closely related: pre-made dishes are simply inseparable from refrigerators and freezers.

Refrigerators and freezers, which are closely related to stockpiling, also ushered in their own sales in the so-called market off-season. Recently, on a number of e-commerce platforms, refrigerators and freezers have become hot search terms, and the search popularity once reached the peak of the largest shopping festival "Double Eleven" every year. In particular, large-capacity refrigerators and vertical freezers have become hot products, and some models have even sold out of stock at one time. Since March, Suning Tesco's refrigerator sales have risen by 44% month-on-month, and the top five cities in terms of refrigerator sales are Beijing, Chengdu, Nanjing, Chongqing and Xi'an. The difference is that Jingdong data shows that in the recent week, Guangdong, Shandong, Sichuan, Jiangsu, Zhejiang and other places have the most refrigerator orders.

Many home appliance people believe that the recent hot sales of refrigerators and freezers are mainly affected by the new changes in the epidemic this year. However, in the eyes of the home appliance circle, in fact, after experiencing the impact of epidemic prevention and control in many places in the past 2 years or so, many people have begun to be cultivated and formed a new lifestyle: proper stocking, ensuring a week or half a month of home life, will be a norm or inevitable.

The new rhythm of life of young people, how to grab refrigerator companies?

Nowadays, a large number of young people are eager to buy blind boxes, tide brands, but also began to care about grain and vegetables, crazy to grab refrigerators and freezers. Including Haier, Midea, Meiling, Rongsheng, Panasonic, Siemens, Toshiba, Hitachi and other Chinese and foreign refrigerator and freezer brands, have achieved different degrees of growth in the first-tier market, whether it is refrigerator manufacturers or retail channel providers, have increased their scheduling plans since April.

Compared with before, people have also begun to pay attention to the refrigerator storage techniques of food. "Zucchini, broccoli do not need to be cleaned, wrapped up in plastic wrap and then put in the refrigerator, can prevent water evaporation, maintain the best taste", "frozen food must be divided", "vegetables can also be frozen, washed and cut, and then dried and packed in the refrigerator freezer", "bought back ribs, can be boiled and then put into the refrigerator frozen, braised ribs are generally put for a month no problem.". It can be seen that in the hoarding guidelines issued by some health nutrition institutions, it not only teaches people to hoard goods, but also summarizes how to use refrigerators to better store food.

However, there are also many "smart" users who directly choose to buy or replace refrigerator products with a variety of performance: one is that it can be loaded with large capacity; the other is long-lasting and fresh; and the third is the design value is high. In particular, some ultra-thin embedded refrigerators that "have not increased the size of refrigerators, but the storage capacity has increased by 20% and 30%" are now favored by a large number of young users.

At present, many home appliance manufacturers are concerned about whether a round of "hoarding tide" will be a normalized way of life. At least in the short term, changes in residents' consumption demand are expected to drive an increase in refrigerator freezer ownership. With the normalization of the epidemic, the demand for such large family refrigeration/frozen storage will become more obvious.

Some people even predict that the decoration trend in the post-epidemic era will be a combination of 2 refrigerators or refrigerators + freezers in the home. A refrigerator for daily use + a refrigerator for long-term storage of ingredients or emergency hoarding may become a new "standard" for more Chinese families. This is nothing less than a new growth space and opportunity point for Haier, Midea, Hisense, Meiling and other enterprises!

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