Three high-end refrigerator brands account for half of the country

On August 12th, recently, the National Bureau of Statistics of China (CIIIC) released a comprehensive monitoring of the high-end refrigerator market dynamics, overall growth trends, and industrial development patterns in the second quarter of 2013 and released 2013 China High-end Smart Refrigerator Monitoring Information Report (hereinafter referred to as "Report"). It is understood that the "Report" survey involves more than 200 large, medium and small cities across the country, covering terminal monitoring networks formed by large-scale department stores, supermarkets, specialty stores, and shopping centers. According to the “Report”, Casa Di, Siemens, and Samsung accounted for the top three sales leading high-end smart refrigerators in China in the second quarter.

Judging from the monitoring data of the market share in the “Report”, in the second quarter of the hot season of refrigerators, the brands that entered the key monitoring group had a total of 11 brands with a share of more than 1%, of which 3 brands had a share of more than 15%. For the Casa Di 19.98%, Siemens 18.62%, Samsung 15.62%, these three brands monopolize the market share of 54.22%. It is worth mentioning that Haidian high-end appliance brand Casa Di, in the technological advancement, functional applicability, design novelty, user experience and other indicators are ahead of their peers, becoming the consumer's most popular high-end refrigerator brand, with the national 19.98 % of the sales share and 23.2% of the country’s total sales ranked first in the market.

Looking at the Chinese refrigerator market in 2012 and the first half of 2013, the overall market demand growth trend has slowed down, but high-end smart refrigerators have seen a rising trend. Each refrigerator company has optimized product lines in order to achieve a high-end refrigerator market. From the analysis of the "Report", we can see that consumers' demand for high-quality living has promoted the transformation and upgrading of the refrigerator industry. High-end smart refrigerators, mainly open-door and multi-door products, are playing an increasingly important role in consumer life. Large capacity, intelligent temperature control, freshness preservation, multi-zone management, design, and internet of things technologies have become the focus of consumers.

According to the "Report," the market competition pattern of high-end smart refrigerator brands has become increasingly stable, and the pattern of leading home appliance companies monopolizing the domestic high-end refrigerator market through innovation and change has been difficult to shake in a short time. According to industry analysts of the National Bureau of Statistics, in the current market situation, whoever has grasped the needs of users, whoever will grasp the leading edge of rapid accumulation of user resources, will be able to remain invincible in the Internet era. As the domestic high-end refrigerator brand outshining Casa Imperial refrigerator, relying on the Haier Group's five global R & D centers to achieve efficient and seamless integration of world-class user resources and world-class professional resources to ensure that it continues to create user demand for innovative products.

The "Report" pointed out that the unique industrial design, leading refrigeration frequency conversion technology and humanized product experience have become the focus of innovation and research and development of high-end refrigerator products. Industry authoritative sources pointed out that the consumption structure of high-end refrigerators in China will be personalized and demand-oriented. Different cultural backgrounds and consumption concepts will also have different functional requirements for high-end refrigerators, and Haier will integrate global user resources by establishing an open interactive platform. Knowing the needs of users for category innovation is the fundamental reason why they continue to win market favors.