The excellent phenomenon of hastening of consumption helps the market of refrigerator to drive on advanced era boldly
Since 2005, China's economy has moved ahead on the orbit of sound development continuously. In 2007, the increase in GDP of China is up to 11.4%, the living standards of the people are improving constantly, the urban per capita disposable income is 13786 yuan in 2007, the rural per capita net income reaches 4140 yuan too. Under the big such a environment, the refrigerator trade enters steady rise period as the comparatively mature industry. Up to the end of 2006, the family of urban residents per 100 households in China has 92 refrigerators, marketing of urban refrigerator is launched around updating this theme, consumer's demand for the advanced refrigerator products further increases.
China's happy health monitors the data display, the average retail price of market of refrigerator has already been increased from 2440 yuan in 2006 to 2783 yuan in January - March of 2008, the amount of the increase reaches 14.1%. It is one of the upward important factors of average retail price of refrigerators that raw material and personnel's cost rise, and the product structure staging has facilitated the rise of the average price. China's happy health goes on to the monitoring data " Quartering " After analyzing, demarcate the dividing points of refrigerator products high side, middle high side, middle low-end, low-end with 2006 data, in view of price, the share of the retail sales will be 33.3% in 1- 3 months of 2008 of advanced refrigerator, and the share of retailing amount has already been up to 15.3%, relatively promoted by 4.4 percentage points in 2006.
Development and change of consumer demand of the trade make the advanced refrigerator of the high-tech content keep steady growth, the enormous business opportunity displayed gradually in the face of this market, what changes taking place in competition between every brand? This text carries on key analysis on advanced refrigerator market of more than 3500 yuan.
Rise with the temperature and the family holds the market to prevail day by day, in March of 2008, the market of refrigerator will start ahead of time, the amplification compared with the same period of last year of the retailing amount of whole market reaches 42.9%, the price is up to 87.6% in the amplification of market of advanced refrigerator of more than 3500 yuan especially, present the breaking out and increase, trending towards excellent consumption has already become a kind of trend. Each the amplification compared with the same period of last year of the retailing amount in the moon will far exceed the growth rate of the whole market in January - March of 2008, the amplification average of 3 months is 38.5%, it is 3 times that of speed of amount of the increase of whole market. The main brands join forces to promote
Though the competition of the advanced electrical home appliances products is fierce, it is cruel to be be still counted as, so far as market of advanced refrigerator, product structure tends towards stability, while the brand effect is fully reflected, brand quantity increases to some extent. Data display, in January - March of 2008, the brand quantity that the market of advanced refrigerator monitors will reach 31, increase by 6 as compared to 2006. The one that merited attention is, every main refrigerator brand deflects the strategic emphasis in the advanced field simultaneously, this proves too the market of advanced refrigerator really stores in the broad development space in another perspective. China's happy health monitors the data display, in January - March of 2008, every main brand will be strengthened simultaneously to advanced refrigerator products marketing of more than 3500 yuan, LG, Samsung, Electrolux 3500 more than advanced refrigerator person who retail improve 37.8% - 19.6% - 12.2% separately 2006 relatively while being proportion of to total retail quantity of its oneself. Especially LG, the retailing amount of its advanced refrigerator products has already accounted for 70% of one's own total retail quantity. The Chinese brand is slightly apparent in input to the advanced market to lag behind, efforts is inferior to the foreign capitals brand, but old brand enterprises such as flying, beautiful water chestnut, holding sound,etc. increase the input into advanced market year by year newly, more than 3500 yuan products have already accounted for about 3% of their one's own total retail quantity. Among them, 3500 more than products that Haier sell will it be January - March 2008 account for the intersection of President and the intersection of retail and 15.8% of quantity their already.
Review the intersection of refrigerator and advanced contest of market in recent years, every brand launch a full range of competition from appearance to technology, greater change appears too in the division of the brand pattern of the market. China's happy health monitors the data display, the great of concentration degree of the brand of market of advanced refrigerator of more than 3500 yuan, the first five brands occupy about 85% of market share together, though this has caused certain difficulty to new entrant, but there are brands that are joining and eliminating old the first five brands constantly, brand competition pattern stability discrepancy producing, causing major cause of phenomenon this yet by the intersection of leader and brand. Look with an example, the product line of Haier is longer, is priced rationally, Siemens' calm and steady mature advanced image is rooted in the hearts of the people, the share of retailing amount that two brands occupy the advanced refrigerator market 50.6% together of 1- 3 months of 2008, though relatively glided 7.2 percentage points in 2006, but still the top two of market of advanced refrigerator has sat. Brand accumulation not so deep as Siemens as the intersection of refrigerator and up-and-coming youngster of market, brand, department of Korea S., but it is fast growing to rely on appearance design, technological capability and flexible market policy on the advanced market. LG, Samsung's advanced market share are promoted steadily, the share of retailing amount of 1- 3 month of 2008 is 13.9% and 11.1% respectively. Since entering 2008, the main Chinese brand will act on the market of advanced refrigerator to some extent too, among them it is the most outstanding that the beautiful water chestnut behaves, the share of retailing amount of the advanced products was relatively promoted by 0.8% in 2006. It is different to subdivide the market competition
3500 more than advanced market with multi-door right to open the door refrigerator as main fact mainly, China happy health monitor data display, in January - March of 2008, multi-door in the advanced market and share of the refrigerator retailing amount is 62.3% and 20.4% respectively to opening, subdivide the market for the mainstream, but their pattern of brand has nothing in common with each other.
On the advanced market, there are more and more agglomerative famous brands of multi-door refrigerator fields, the competition between the brands is fiercer and fiercer, the products advantage in this field of Siemens and Haier are lost gradually, two the intersection of brand and person who retail of product this kind of these share reduce than 2006 by 8.3% and 2.2% separately will it be January - March 2008, but still arrange the top two on the market with 30.3% and 27.1% occupation rate. In addition, the average price of products of these two major brands is only about 100 yuan of phase difference, it is obvious market orientation is comparatively unanimous. Panasonic, LG, Samsung, Electrolux, rich generation foreign capitals brand strengthen the offensive, products quality, appearance design, pricing tactics,etc. differ from one another, stand consumers' test, the market share increases in various degrees. Chinese brands such as flying, Hisense, holding, American water chestnut,etc. have multi-door refrigerator products to put into the market too newly, and adopt the difference tactics to join the competition ranks.
The average market retail price of the refrigerator exceeds ten thousand yuan, make it become a noticeable field on advanced market to opening the door. The competition structure of the brand is comparatively steady, about 95% of share of retailing amount is occupied by Haier, Samsung, LG, Siemens' four major brands, Haier and LG adopt the pricing tactics less than average price of the market to seize the market, in January - March of 2008, the average retail price of the refrigerator is only 8486 yuan to opening in Haier. Samsung develop new product, grab market share actively, listing S19NRSW keep fresh technology, reasonable product cost with appearance design, photosynthesis of fashion their 2008, occupy the first place of market of advanced refrigerator new product with 56.8% of the share of retailing amount. Siemens strengthens to opening actively the refrigerator produces throwing into, share of the advanced refrigerator retailing amount is promoted steadily, person who retail it share have up to 11.1% will it be January - March 2008, narrow the disparity with three the first brands progressively.