April domestic refrigerator market report

In April, China's refrigerator market still maintains a market-focused pattern of leading competition from Haier and Siemens and fierce competition from other brands. The share of the three-door refrigerators this month has exceeded 40%, and the share of double-door refrigerators and two-door refrigerators has remained at more than 20%. In addition, large-capacity and computer-controlled refrigerator products with a volume of 200L or more continue to receive the attention of consumers.

Report Highlights • Brand Concern: Haier has won the championship of the brand and United is ranked seventh.

• Product model structure: Haier BCD-268WBCS is most concerned by consumers.

• Product capacity structure: The most focused total volume segment is concentrated in 201-250L.

• Product type structure: The proportion of attention paid for refrigerators with three doors opened this month exceeded 40%, reaching 42.1%.

• Price segment structure: The proportion of attention in the price segment of 2001-3000 yuan rose slightly.

• Case study: Haier has two-door and three-door refrigerators, and most of them are mechanical temperature-controlled refrigerators.

First, the brand attention pattern

• Haier won the brand awareness championship In April 2013, on the Chinese refrigerator market, Haier and Siemens kept the brand watch championship and the runner-up position unchanged. The cumulative attention ratio reached 50.1%, and the brand attention was more concentrated. Among them, this month Haier continued to lead with a ratio of 32.9%, which was a 2.4% drop from March. Siemens came in second, paying attention to 17.2% this month, basically the same as last month.

• With the exception of Haier and Siemens, the rest of the brand's attention ratios are all below 10.0%, and there is little difference between each other. Market competition is fierce. Different from March, LG and Meiling were swapped this month, LG rose to fourth place, and Meiling dropped to fifth place, focusing on 6.0% and 5.9% respectively. In addition, this month, the United States ranks seventh in the Brand Watch List, paying attention to a percentage of 4.5%. At the same time, the rankings of Hisense and Xinfei have declined to varying degrees.

Second, product attention to the pattern

(I) Product Concerns Models • Haier BCD-268WBCS attracts the most attention In April 2013, the top ten most consumer-focused products on the Chinese refrigerator market were covered by Haier, Siemens, and Samsung, of which Haier had six exclusive products. Focus on the obvious advantages. Among them, Haier BCD-268WBCS continues to be the most popular refrigerator product with a 3.4% concern this month. This three-door, 268L total capacity, computer-style temperature control refrigerator products sold for 5299 yuan this month, unchanged from the previous month.

(II) Different types of structures • Three-door refrigerators have received the most attention from consumers In April 2013, the type of products most concerned about in the Chinese refrigerator market was still three-door refrigerators, and the percentage of attention this month was 42.1%, compared to March. Rose slightly. Followed by two-door refrigerators and two-door refrigerators, the proportion of attention exceeded 20%, respectively 26.1% and 21.1%. The proportion of concerned about multi-opening and single-opening refrigerators is relatively small, which is 8.3% and 2.4% respectively.

(III) Volumetric Structures • The most-reviewed total volume segments are concentrated in 201-250L

In terms of the total capacity of refrigerators, comparing the data for March and April, we can see that in April 2013, the product capacity of the Chinese refrigerator market was basically the same as in March, and 201-250L is still the most concerned by consumers. Volume section, followed by more than 300L volume section, concerned about the proportion of 34.7% and 31.8%. The 251-300L volume segment ranks third with 18.8% of the attention ratio. The proportion of attention in other volume segments is relatively small.

(IV) Structure of the price segment • The proportion of attention in 2001-3000 has increased slightly From the perspective of the product price segment, the proportion of attention paid by the current month of RMB 2001-3000 to 22.3% has continued to be the most popular price segment for consumers this month. March rose slightly. Followed by the price segment of 400-6000 yuan, concerned about the proportion of 20.6%. The proportion of attention in the rest of the price segments is not much different, and they are all between 10.0%-20.0%.

Case Study - Haier

(I) Brand focus on trends • The proportion of Haier's attention has been stable in this month. In April 2013, the proportion of Haier brand's attention on the Chinese refrigerator market was relatively stable, with the entire month basically stabilizing at between 30.0% and 35.0%. As can be seen from the figure, Haier paid attention to the proportion of 32.3% at the beginning of this month, and then concerned about the proportion began to rise, reached the highest value of 34.7% in the month on the 12th, after which the proportion gradually decreased, dropped to the lowest value of this month 31.3% on the 19th. Then, the ratio rose again and finally stabilized at 32.5% at the end of the month, which was basically the same as the beginning of the month.

(II) Product Structure Analysis 1. Product Types • Haier’s main-door double-door and triple-door refrigerators According to the ZDC survey results, in April 2013, the number of Haier refrigerators on the Chinese refrigerator market reached 170, more than in March. Three new products. Among them, the number of double-door refrigerators is 84, and the number of three-door refrigerators is 65, accounting for nearly 90% of the total. It can be seen that Haier has double-door refrigerators and three-door refrigerators.

2, temperature control methods • Haier products to mechanical temperature control refrigerators from the refrigerator temperature control point of view, Haier products are mostly mechanical temperature-controlled refrigerators, this month reached 99 models, computer-controlled refrigerators relatively less, for 69 models . In addition, Haier has two intelligent temperature-controlled refrigerators.