Benefiting from the sustained and rapid growth of the domestic economy since the reform and opening up, China's refrigerator industry has shown a leap-forward development. The domestic refrigerator production enterprises have changed from the simple introduction and imitation of the original to relying on independent research and development, focusing on innovation. The refrigerator products have made great progress and development in terms of variety, specifications, technology, performance and quality, and the international advanced level. The gap is also shrinking.
Since 2005, China's household refrigerator industry has maintained rapid development as a whole. According to the data of the Refrigerator Industry Market Demand Forecast and Investment Strategic Planning Analysis Report released by the Prospective Industry Research Institute, the output has increased from 31,105,800 units in 2005 to 2016. 9238.30 million units, with a compound annual growth rate of 9.51%. It is estimated that the cumulative output of China's refrigerators in 2017 will reach 98.832 million units, an increase of about 6.9%.
China's refrigerator production and forecast
The urban market completed the popularization of refrigerators earlier. After experiencing a series of policies such as trade-in and energy-saving subsidies, most urban consumers have certain product awareness of refrigerators and retained certain usage habits. The quality upgrade of the urban market is mainly reflected in the fact that in the new wave of replacement, consumers have certain requirements for the temperature zone structure and fresh-keeping effect of the refrigerator. The multi-temperature zone products represented by French multi-door and cross 4 doors continue to be high. Growth and preservation have also become the focus of corporate publicity.
According to the data, nearly 30% of consumers in the urban market have chosen multi-temperature products, of which French multi-doors and cross four doors account for 15% and 11% respectively, and other multi-door and other special-shaped door products are also rapidly emerging. Multi-temperature zone products fully meet the needs of consumers for the classification and refined storage of ingredients, in line with the attitude of contemporary young people's refined life. At the same time, in the urban market, especially in the first-tier cities, due to the restriction of the housing pattern, there are still some market space for the two or three doors. Among them, the high-end air-cooled two or three doors have obvious advantages in frost-free and fresh-keeping, and have also become the quality upgrade of the urban market. Growth point.
The overall popularity of household appliances in the rural market is slower than that of the urban market, and the demand for use of various categories is also different from that of the urban market. Among them, the refrigerator market is focused on large volume demand, especially for large-volume door-opening products. On the one hand, there is basically no size limitation on the refrigerator in the rural market. On the other hand, the appearance of the large volume off the atmosphere caters to the psychological needs of consumers to some extent. In the rural market, the retail sales of open-door products accounted for nearly 18%, an increase of 3.1%. There is still room for expansion in this market in the future.
In summary, regional consumption characteristics have emerged. In the face of different regional markets, enterprises need to carry out targeted product layouts to seize the opportunities of industry growth and improve the overall efficiency of their product lines.
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