On October 29, Haier Zhijia released the 2021 third quarter report, showing that Haier refrigerators hit a record high with a share of 41.4%, and achieved 5 consecutive increases in 5 years. Is there room for growth after that? The latest data is coming: in the first 44 weeks, Haier refrigerators still maintained a rise in volume and price, and the latest average price rose to 6252 yuan, nearly 1,000 yuan higher than the average price of the industry; in addition, the overall share rose to 41.5%.
The growth momentum of this mainly comes from two aspects: one is to continuously introduce high-end new products to upgrade the storage scene, driving the volume and price to rise; the other is to expand the layout of the complete kitchen, opening up new growth space with differentiated advantages.
Upgrade the storage scene with high-end new products, driving the volume and price to rise
In view of the pain points such as the taste of frozen meat and the lack of a suitable storage environment for precious ingredients, Haier refrigerators continue to launch high-end new products such as Boguan series and Giant Energy Jelly series to upgrade the user's experience of storage scenes, and thus drive the average price and share to continue to rise.
Taking Boguan's new product as an example, this product is equipped with the latest parallel flow bottom constant temperature technology, which can achieve the storage effect of "air cooling without air drying". From the principle point of view, the refrigerator uses the Bernoulli principle to create a pressure difference, which can quickly and evenly take away the hot air, and realize that the cold air in the freezer room is not blown directly and the temperature remains constant. At the same time, the product also provides a wide range of temperature variation scenarios from 5 °C to -20 °C, bringing users a personalized experience of "temperature control according to the material".
Under the innovation of the storage scene, Haier refrigerators have 15 products on the top 20 of the best-seller list, of which a 10k+ "air-cooled and not air-dried" healthy refrigerator ranks in the top 1. Driven by high-end products, the average price of Haier refrigerators has also risen to 6252 yuan, which is nearly 1,000 yuan higher than the average price of the industry and has ushered in the latest share of 41.5%.
The layout of the complete kitchen has been expanded, and the differentiated advantages have opened up new growth space
In addition to upgrading the user's storage experience, Haier refrigerators have also built 8 major diet scenes of "buying, storing, preparing, doing, entertaining, eating, washing, and installing" to escort the whole process of diet. As a result, a differentiated competitive advantage has been formed and new growth space has been opened up.
Taking the latest achievement of Haier Food Networking - Alpha Fish Platform as an example, users can purchase master secret dishes and pre-products of the same dish of "Pretty Jiangnan" restaurant with one click. Master dishes like Peking duck, no need to go to the restaurant to wait, buy pre-products on the big screen of Haier refrigerator, and can be easily made by directing the steaming oven through the refrigerator. It is reported that this Beijing roast duck sold a roast duck shop in Beijing for 2 years in 1 month.
The continuous iteration of new products and new scenarios has enabled Haier refrigerators to form a differentiated competitive advantage and inject a steady stream of growth momentum. With the advent of the Era of The Internet of Things, its scene advantages will further emerge, and the growth space is worth looking forward to.
【Source: Tianjin Wuqing Federation of Industry and Commerce_Science and Technology Information】
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