The overall situation of the national refrigerator market in 2012 is not optimistic

On May 29th, the theme was “To create challenges to meet”. The 5th China Refrigerator Industry Annual Conference was grandly held. The annual meeting was jointly organized by China Electronics News Agency and Suning Appliance. At the annual meeting, participating experts and business representatives also held heated discussions around the impact of real estate regulation on the refrigerator industry, the implementation of the New Home Appliances Policy, and the development trend of the refrigerator industry in the second half of 2012. At the same time, in response to the State's new policy on subsidy for energy-saving appliances, the participating companies also launched an initiative to “prove our commitment to promote energy conservation and environmental protection and guide consumption upgrades” to cultivate green consumption concepts with practical actions. Low-carbon development.

As the household appliances category that benefited the most from the home appliances policy, the refrigerator market showed a weaker growth in 2011. According to the monitoring data of Zhongyikang, in 2011, the retail volume and retail sales of the refrigerator market were 36.19 million units and 8.76 billion yuan, respectively, a year-on-year slowdown. In 2012, the overall situation is still not optimistic. As of February, the retail sales volume and retail sales of the refrigerator industry in the country were 4.19 million units and 10.6 billion yuan, respectively, down 28.9% and 30.4% year-on-year, and the decline rate exceeded the industry expectations. In the industry, it is generally believed that under the influence of support policy easing, real estate regulation, and lack of “replacement purchase” power, the refrigerator market is hard to see rapid growth in 2012.

Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, said that in 2012, China's refrigerator market will enter a relatively stable growth period, but at the same time it also faces many pressures. However, the introduction of a new round of subsidy policies for home appliance energy saving can, to a certain extent, improve our expectations for the refrigerator market in the second half of the year. In 2012, the structural adjustment of the refrigerator market will continue and deepen, and the demand for three-door refrigerators will continue to rise in the urban market that relies on demand for renewal. The tertiary and tertiary markets have become an important area for companies to ensure sales. The development strategies and product launches targeting this market will have a decisive impact on the development of the company itself and the future product structure and brand structure of the industry. Affected by the new subsidy policy, energy-saving and environmentally-friendly products will be more favored by consumers, and will prompt the refrigerator industry to accelerate structural upgrading, and leading companies in energy-saving technologies will become the biggest beneficiaries of this round of policy subsidy.

Liu Yongqiang, director of the Household Appliances Department of the China Chamber of Commerce for Import and Export of Machinery and Electronic Products pointed out that in 2011, under the circumstances of weak international economic growth and the deepening of the European debt crisis, exports of refrigerators and freezers in China continued to grow steadily, but the year-on-year growth rate declined. In the year, the export value of refrigerators and refrigerators was 4.365 billion U.S. dollars, and the export volume was 37.712 million U.S. dollars, up 14.8% and 6.7% year-on-year respectively. In 2012, under the influence of a series of complicated factors such as a slowdown in global economic growth, economic instability in the export market, and increased trade friction, it is expected that the growth rate of China's exports of refrigerators and freezers will fall in 2012, and will be less than 10% for the whole year. At the same time, large-scale loss of Japanese large-scale household electrical appliance enterprises also provided an opportunity for the development of China's home appliance companies. However, he stressed that domestic appliance companies need to carefully study the causes of Japanese companies’ losses and the process of corporate transformation, and provide a useful reference for the development of China’s home appliance industry.