Mini refrigerator and mini refrigerator

Mini refrigerators, which are deeply loved by single young people and car owners, have been ignored in the market at present. Small-volume mini-refrigerators below 50 liters in the market are not only few in style, but also high in price. According to the survey data of Zhongyikang Market Research Company, from June to June this year, the retail volume share of mini refrigerators under 50 liters was only 1. 16%, down by 7.94% compared with the same period last year. The share of retail sales was only 0.3 1%, a year-on-year decrease of 2.62%.

Judging from the development history of foreign mini-refrigerators, mini-refrigerators should have a good market prospect, but at present, domestic enterprises producing mini-refrigerators are facing the realistic problem of meager profit. Small refrigerators are gradually being marginalized. It seems that further cultivating the consumer market and improving the industrial concentration are the sunshine avenue for their development.

Single demand and depressed market.

According to the reporter's recent observation in the market, although there are many brands of mini refrigerators on the market, most brands have only one or two styles, and there is little room for choice. Moreover, compared with the large-volume refrigerator, the mini refrigerator is expensive and very uneconomical. According to the survey data of Zhongyikang Market Research Company, in the first half of this year, the retail volume share of mini refrigerators under 50 liters was only 1. 16%, down by 7.94% compared with the same period of last year. The share of retail sales was only 0.3 1%, a year-on-year decrease of 2.62%.

Manager Zhang of the air conditioning department of Gome Pengrun Store told the reporter of China Electronic News: "The market demand for small refrigerators is relatively small. In addition to the group purchase of high-end hotels, it is also used by young people and single aristocrats as a transition machine, and the target users are narrow, so manufacturers have not invested too much energy in development and production. 』

However, judging from the monthly sales in the first half of this year, the market share of retail volume is still rising month by month. According to the survey data of Zhongyikang, the retail market share of mini-refrigerators under 50 liters was only 0.85% in June/October this year, dropped to 0.6% in February, rose to 1. 19% in March, and rose to 1.65% in June, compared with June.

Correspondingly, the market share of retail sales is also rising. In June this year, the retail sales of mini refrigerators was 0.2%, with the lowest point of 0. 16% in February, rising to 0.3 1% in March and the highest point of 0.49% in June. Obviously, the most important factor affecting the sales of mini refrigerators is the weather. As the temperature rises, consumers' demand for refrigerators will also "heat up".

Low profits and scattered brands.

For refrigerators with other volumes, with the arrival of the refrigerator peak season, the price is constantly "preferential" from 1 to August in a year. However, the market price of mini refrigerator is just the opposite, and the price rises month by month. In the first half of this year, the average price of mini refrigerators rose from 646 yuan in June to 699 yuan in June.

"Because there are relatively many companies producing mini refrigerators and the industrial concentration is very low, it is impossible to form a good scale effect. The person in charge of Meiling refrigerator department explained this.

But its price increase is very small. According to the survey data of Zhongyikang, the average market price of mini refrigerators in the first half of this year increased slightly compared with the same period of last year, from an average of 653 yuan last year to an average of 682 yuan this year, with an increase of only 4.4%. Compared with the average price increase this year, this is obviously relatively low. It can be seen that, strictly speaking, the market price of mini-refrigerators has not risen, which also shows the continuous dilution of their profits.

According to Zhongyikang's data, the top ten mini refrigerator brands with market share are all made in China, followed by Meiling, Chilova, Haier, Valin, Rong Sheng, Hisense, Midea, Konka, Xinfei and Xingxing. Their market share reaches 89.03%. However, the specific share of each enterprise is relatively average and the concentration is not high. Among the top ten, the highest average price is 847 yuan in Ziluowa, and the lowest is 498 yuan in Rong Sheng.

Meiling, which ranks first in retail sales of mini refrigerators, has a market share of 16.56%. Ms. Zheng, the head of its refrigerator department, told the reporter of China Electronic News that "the profit rate of small refrigerators is not as good as that of large refrigerators, so we value larger refrigerators with higher profits, such as products with a capacity of 200 liters to 500 liters".

It can be seen that small refrigerators are almost by-products of many enterprises, and they have not invested a lot of energy in development and sales.

Foreign countries are favored and need to be cultivated at home.

In addition, according to the data, the 50-liter refrigerator is the most popular product, with the retail market share of 7 1.6 1% and 7 1.84%. Followed by 48 liters of products, retail volume and retail sales accounted for 23.87% and 23.89% respectively. Ranked third is the 40-liter mini refrigerator, with a retail volume of 3.58% and a retail share of 3.43%.

In fact, the concept of small refrigerator consumption has long been popular in Europe and America. Many foreign families are used to putting a small refrigerator under the cupboard or desk, which is convenient to access and collect at any time. This concept of life is different from that in China. Of course, this is related to the fact that most of the houses in Europe and America are complex in structure, villas and other houses are very common, and small refrigerators are very suitable under such conditions.

However, the domestic small refrigerator market seems to be just "beautiful", and the concepts of office refrigerator, single refrigerator and car refrigerator seem to have triggered huge market demand, but the fact is that there are many problems in the development of small refrigerator market.

The first is raw materials. The cost of raw materials accounts for more than 80% of the production cost of small refrigerators, and the pressure brought by this cost ratio in the case of rising raw material prices can be imagined. The person in charge of Rongshida refrigerator also said that the development of the small refrigerator market has been plagued by costs. There is not much difference between small refrigerator and ordinary refrigerator in raw material consumption, but there is a certain difference in price. This contradiction is difficult to solve.

Secondly, the homogenization of small refrigerators is very serious. Each enterprise does not have its own unique technology and design, but relies on its own brand influence and other products to promote sales. Moreover, the whole market of small refrigerators has not been cultivated. Small and medium-sized enterprises that only make small refrigerators can hardly survive if the scale is below 500,000 units.

In fact, there are still many market opportunities for mini refrigerators. Nowadays, the rapidly growing number of college graduates in many big cities has brought vitality to the small refrigerator market. At the same time, the explosion of small-sized families and the fire of small-sized real estate have brought opportunities to the domestic small refrigerator market.

Manager Min of Suning also introduced: "In recent years, the number of high-end hotels in China has increased rapidly, and the demand for small refrigerators in hotels has also increased. At the same time, some apartments and hotels that once owned small refrigerators have also reached the upgrading period, and small refrigerators still have a certain market in China. In addition, the substantial increase of urban floating population has also played a positive role in stimulating the development of the small refrigerator market. 』

Any subdivided product may contain huge market space. In the reporter's opinion, the mini refrigerator is such an area. At present, the domestic mini refrigerator market has not improved much. In addition to the potential demand to be cultivated and tapped, there are also reasons why enterprises themselves do not concentrate on operating mini products. At present, refrigerator enterprises are moving closer to large products such as "two doors" and "three doors", and at the same time, we should remember the sentence: "Don't act on small things". (Liu Qian)