"Yesterday, our community sent 8 refrigerators, including one for my family." Ms. Zhu, who lives in a community in Beijing's Chaoyang District, told the China Women's Daily all-media reporter, "The original refrigerator capacity at home is relatively small, and now I want to save more food, so I simply change it to a large one." ”
The picture originates from the network And the graphics have nothing to do with each other
Since March this year, many places across the country have ushered in a new round of the new crown epidemic, and many cities have adopted strict prevention and control measures, making many people aware of the importance of precautions, and refrigerators and freezers that are convenient for storing food have also become "home epidemic prevention artifacts" for a while. Some netizens left a message, "A full refrigerator is a comfort for those who work hard under the epidemic, and it is also the embodiment of a sense of security." ”
The industry believes that the new crown epidemic in the past two years has not only spawned the home economy, but also changed people's living habits and consumption structure, in order to make home life more convenient, it is also very natural for refrigerators and freezers with functions such as preservation and storage to become "net red" for a time. Some of the new consumer demand emerging this time will, in turn, accelerate the iterative development of the refrigerator market.
The picture originates from the network And the graphics have nothing to do with each other
This spring, the large-volume refrigerator is not weak in the off-season and is favored
Ms. Wen, who lives in Yizhuang, Beijing, already has a refrigerator at home, and last week she ordered a 601-liter Haier large-capacity double-door refrigerator at JD.com. Ms. Wen told reporters that if she could only keep one home appliance at the moment, she would not hesitate to choose the refrigerator. She also took photos of the refrigerator stuffed at home and sent a circle of friends: "The refrigerated area has eggs, fruits, vegetables, hot sauce, etc., and the frozen area has frozen dumplings, fried chicken, fish, all kinds of meat... I experienced the joy and security of going to the refrigerator to find what I needed. ”
Some insiders told reporters that in previous years, March and April were not the peak sales season for refrigerators and freezers, but this spring, because of the repeated epidemics, refrigerators and freezers have become the most popular home appliances. In the WeChat index on April 10, the search volume of refrigerators and freezers soared by 96.75% and 20.8% respectively. Suning Tesco sales data shows that since 2022, the sales of its high-end refrigerators and freezers have increased by more than 70%. Midea Group report shows that the demand for refrigerators and freezers has increased significantly recently, and the industry search popularity has been the same as Tmall's "double 11", and the sales of Midea's refrigerators and freezers have increased by 45% year-on-year since April.
The picture originates from the network And the graphics have nothing to do with each other
Suning Tesco data also shows that consumers most like to achieve intelligent temperature control, partitioned storage, energy-saving and power-saving large-volume refrigerators in the basic preservation function, especially "small volume, large capacity" is more sought after. According to the hot list of refrigerators on the Jingdong platform, in the past 15 days, the first "super large volume" refrigerator sold 11,000 pieces. According to GfK data from Yikang, the top three best-selling refrigerator models since April are all large-capacity products above 600L. The relevant person in charge of Haier said that since April, its newly listed 606L Haier Boguan refrigerator has sold well.
Xiaomei, a single girl who shares a room with 5 other people in Beijing, used to share a refrigerator in the living room with everyone, and the day before yesterday she participated in a "group purchase of 10,000 people", and spent only 390 yuan to buy back a 68-liter Xiaoice box, she said, "The status of the refrigerator in my heart is higher than that of televisions and computers, which can not only solve the problem of food and clothing, but also improve the quality of life, and more importantly, bring me new personal space." ”
"The hot sales of refrigerators and freezers are inseparable from the epidemic, and the sales volume of products below 160 liters and more than 500 liters in the refrigerator online market this year maintained year-on-year growth, 20.9% and 11.1% respectively." Wang Lei, a researcher at the major appliances division of Aowei Cloud Network, pointed out that there is a trend of polarization in refrigerators: on the one hand, the demand for low-end and small volume products is used as the second refrigerator; on the other hand, it is a new demand, mainly high-end large-volume products. Most of the people who buy small-volume refrigerators are young people or couples living alone, while families of three or more people will consider replacing large-capacity refrigerators or buying freezers.
The freezer ushered in the "highlight moment" and became the first choice for the family's "second refrigerator"
Beijing's "post-80s" housewife Xiaojie, there are 3 adults and 2 children in the family, usually the food consumption is relatively large, the refrigerator is always full, she now wants to store more food, the original double-door refrigerator at home obviously can not be put down. Last weekend she placed an order for a 143-litre freezer. The delivery master said that recently many people bought freezers, and he sent 12 freezers of the same type on the same day.
Recently, with a variety of frozen meat, quick-frozen vegetables, quick-frozen convenience foods, etc. become a must-have choice for families, home refrigerator space has faced more than the challenge of daily needs, compared with refrigerators, the advantage of freezers is that it is convenient to store durable food, and the price is lower, the footprint is smaller, more practical, and has become the first choice for many families " second refrigerator".
The reporter entered the keyword "freezer" on the Little Red Book, and 60,000+ notes jumped out in an instant; on social media such as WeChat Circle of Friends, Weibo, and Douyin, many people were discussing whether it was time to buy another freezer; in Zhihu, "there can be no cloakroom, but you can't do without a large freezer" and "the difference between a freezer and a refrigerator" and other topics emerge endlessly. There is also a 77,000-person "Let's take a look at my refrigerator" group on Douban, and people exchange experiences in purchasing refrigerators and freezers.
The picture originates from the network And the graphics have nothing to do with each other
Aowei cloud network data shows that both online and offline freezers are quite popular, from April 11 to 17, 2022, the national freezer offline sales increased by 46.31% year-on-year, online sales increased by 57.02%. Among the freezer products, "small size" and "three-dimensional" are the most valued by consumers, and sales volume increased by 19.3% and 124.6% respectively year-on-year. According to the Jingdong platform refrigerator hot list, 4,000 products ranked first in the freezer/ice bar hot list in the past 15 days have been sold. The person in charge of Suning Tesco Home Appliance Department also said that the current hot freezer on the market is mainly based on the small capacity of 100L-200L, and it is expected that the hot situation of freezer sales may continue until May and June.
Some insiders suggest that if the refrigerator at home has been bought for five or six years, you can consider replacing the old refrigerator and choosing a combination of refrigerated display cabinets and Xiaoice cabinets, which can maximize the freezing and refrigeration space. At present, the refrigerated display cabinet is about 1300 yuan or less than 300 liters, and the freezer is about 900 yuan or less than 150 liters; if the home refrigerator purchase time is not long, a new Xiaoice cabinet can be added, which can be frozen and refrigerated, and the price of 200 liters is about 1200 yuan.
Encapsulating fresh food, vacuum sealing machine from the "cold door" to the family
A good friend of the reporter said that she and the elderly at home lived separately, because they were worried that they could not take care of the elderly in an emergency, so they specially added a new freezer and a vacuum machine to their parents. "I bought a bunch of spinach, cooked it, wrapped it in a vacuum sealer and spread it on the bottom floor of the freezer, so that it can be stored for a long time and does not take up too much space, and it is also very convenient to take it out and eat."
The picture originates from the network And the graphics have nothing to do with each other
"This kind of household vacuum sealing machine is very practical, longer than a small laptop, more than 200 yuan can be bought online, and the operation is simple." Usually, the cured bacon sausages at home are also sealed with this seal and then stored in the refrigerator. The reporter's friend said that the purchase of vacuum sealing machine is to extend the shelf life of food, the refrigerator can indeed keep fresh but not a panacea, prevent or slow down the oxidation of food is the key.
On an e-commerce platform, there are many well-known brands such as Midea, Suber, Mitsubishi, and Jiuyang in a variety of vacuum sealing machines, and the monthly sales volume is basically more than 100+. A customer service of a home appliance brand store said, "Our sealing machine has sold particularly well in the past month, with monthly sales of several thousand, basically young people are buying." ”
The refrigerator is far from enough to be "able to install", and the counterattack on hot sales will accelerate the upgrading of the refrigerator market
Since March, the always obscure freezer and the refrigerator that should have been off-season have suddenly ushered in a "highlight moment" and become the "star" of the counter-trend growth of the home appliance circle. An industry insider predicted that with the gradual control of the epidemic, hoarding vegetables is not the norm, blindly buying refrigerators is not a rational consumption behavior, in the future may be on idle fish to sell second-hand freezers, refrigerators will also be more people, people should also be rational consumption, on-demand purchases.
The picture originates from the network And the graphics have nothing to do with each other
Wang Hongji, general manager of GfK's White Electricity Division, believes that with the upgrading of consumption, the demand for a second refrigerator (freezer) in the family is indeed gradually released, and the epidemic stimulation has further promoted the release of such demand. From the product level, the refrigerator capacity is only the "tip of the iceberg" of consumers' requirements for refrigerators, and the light "can be installed" is far from enough, but also has high value, small size, intelligence, energy saving, advanced preservation and sterilization technology, partition storage, etc. These consumer demand is transmitted to the supply side, which will accelerate the pace of iterative upgrading of refrigerators. From the perspective of consumption upgrading trends, vertical freezers, ice bars, etc. can meet the more segmented storage needs of users, and have the potential to enter more families in the future.
The introduction of national and local policies to encourage the consumption of home appliances will also have an impact on the refrigerator market. This year's "two sessions" have clearly put forward "encouraging local governments to carry out smart home appliances to the countryside and replace old with new". Since 2009, it has been 10 years since the country's large-scale home appliances have been in the countryside, and it is currently in line with the replacement cycle of home appliances. Recently, the governments of Hubei, Sichuan, Shaanxi, Beijing, Shenzhen and other places have introduced a series of policies to promote consumption, especially the issuance of consumption vouchers is the most direct, the government takes the lead, and the government and enterprises work together, aiming to jointly stimulate the consumption motivation and confidence of mainland residents and boost the terminal consumer market. The relevant person in charge of Haier Group said that at present, Haier refrigerators have set up outlets in townships and towns across the country and launched "service replacement" activities. Up to now, the scope of Haier refrigerator service has covered 10,111 townships and towns, and the number of village-level outlets has reached 55,379.
(China Women's Daily all-media reporter Zhang Zheng)
![After hoarding vegetables and hoarding grain, even the freezer has been "hoarded"[fig]](data:image/gif;base64,R0lGODlhAQABAIAAAP///wAAACwAAAAAAQABAAACAkQBADs=)