The refrigerator industry or the first to achieve reshuffle

Competition in the home appliance market has started earlier. Under the conditions of comprehensive withdrawal of policies, early overdraft of consumption, fading of demographic dividends, and changes in growth patterns, will China’s home appliance industry “go?”

Since the launch of the high-end, high-capacity brand Athena production line of Meiling Refrigerator at the end of last year, at the end of this year Hisense Kelon's refrigerator production line in Qingdao is also expected to be completed and put into operation. This is not all of the capacity expansion of refrigerator companies. "China Enterprise News" reporter noted that this year, second and third-tier refrigerator companies Hefei Sanyo, Ouma Electric, Hefei Jinghong has started construction of high-capacity high-end refrigerator production line.

Earlier, Hefei Sanyo announced that "through the additional funding to the Whirlpool (China) targeted 1.968 billion yuan for the annual output of 4 million sets of energy-saving environmental protection high-end refrigerator expansion, marketing system construction and additional liquidity and other projects." Recently, Omar Refrigerator announced that it plans to raise 700 million yuan for the construction of a 2 million energy-saving and environmentally-friendly large-capacity refrigerator production line.

The problem facing all enterprises is that, on the one hand, the future growth of the refrigerator market will slow down, the demand will decline, and the overall production capacity will become saturated. On the other side, many companies have “expanded and increased production” one after another. In 2014, the Chinese refrigerator market could really be digested. How much new production capacity? Has the new wave of transformation and upgrading of high-end and high-end refrigerators begun to accelerate the reshuffle of the refrigerator industry in the new year?

Peng Yu, the deputy general manager of Zhongyekang Research Co., told a reporter from China Enterprise News. “This shows that there is still an opportunity for competition in the refrigerator market. From the perspective of industrial development, refrigerators have at least more opportunities than air-conditioning. More important The fact is that the refrigerator market will not continue to decline in the future."

Compared with the current Midea, Haier, Gree and other 6 air-conditioning companies accounted for nearly 80% market share, Hisense, TCL, Skyworth, Changhong, Konka five companies are controlling the absolute share of the color TV market, "China Enterprise" reporter understands In the domestic refrigerator market, the market share of Haier, Midea, Meiling, and Hisense Kelon accounted for less than 60% of the total market, leaving room for the development of the second and third tier companies. In the future, it is not ruled out that there will be 1-2 national refrigerator brands.

It is not difficult to see that the previous national “Home Appliances to the Countryside” tender and the “Energy Conservation and Benefit-enhancing” tender have seen 76 refrigerator companies win the bid, and the number of successful refrigerator brands has exceeded 200. The latter also saw 60 refrigerator companies win the bid. Both the number of enterprises and the number of brands indicate that the current competition threshold in the refrigerator market needs further improvement.

At present, the refrigerator market, in addition to the "four gold flower" composition of the leader, but also filled with Xiqiao, cherry, Shenhua, the new Hewlett-Packard, hope, the Yellow River, the Three Gorges, Sanjin, Qixing, Taibai Song, Oriental cherry and China and Japan China, South Korea, China, Italy, China, Japan, Japan and Japan, and a large number of small and medium-sized brands that are not well known are all made use of the "home appliances to the countryside" policy of the past few years, and have survived in the 4th and 5th rural markets. However, as consumer demand in the rural market is overdrawn and companies such as Haier, Midea, and Hisense Kelon have started to promote the mid- to high-end product upgrade wave from the city to the rural market, this will create "survival pressure" for many existing small-sized refrigerator brands. .

"The total capacity of the refrigerator is saturated, does not mean that the effective capacity is saturated. It is not difficult to see that the refrigerator industry will face a new round of deep reshuffling in the future with reference to the development law of other areas of the household appliance industry. Its outstanding performance is a large number of small brands. The company's ineffective production capacity will be eliminated as the policy withdraws and the demand is reduced. Similarly, the production capacity of large and medium-sized enterprises will be further released, and the market share will appear a new increase.” Zhang Yanbin, Dean of Ovid Consulting and Research Institute believes. In 2014, it will become the tipping point for the reshuffle of the refrigerator industry. The outstanding performance is that the “four golden flowers” ​​will initiate a new round of reshuffle signals.

Insiders from Hisense Kelon, Meiling, and Midea also pointed out that "as the entire industry develops into a mature period, market competition returns to the age of user experience with products and technologies as the main body, especially the e-commerce of channels and product intelligence. This will further increase the barriers to entry for the industry. A group of companies that can only assemble, manufacture and innovate will inevitably be eliminated.”