The refrigerator market needs to focus on the third quarter

Following the substantial growth in the first quarter, the refrigerator market re-transmitted “happy news”: According to the latest data from China Yikang, the retail sales volume of the refrigerator market in the first half of 2013 increased by 14.2%, and the cumulative retail sales increased by 23.7% from the same period of last year. The retail volume of three-door, multi-door, and door-to-door refrigerators saw a significant year-on-year increase. Among them, the year-on-year growth rates of multi-door and door-to-door refrigerators were as high as 102.0% and 46.1%, respectively.

Third quarter or negative growth

Compared with the single-digit growth in 2011 and the negative growth in 2012, the refrigerator industry has bottomed out and the signs of recovery are clear. However, industry experts say that the effect of energy-saving subsidies and holiday promotions are the main reasons for the recovery of the refrigerator industry. Behind the data, the industry still needs to focus on the development of the industry in the third quarter. The third quarter of 2012 is the lowest value in years. To reflect the data of the whole year, we need to wait and see the sales data for the third quarter.

According to Ovi's weekly data, retail sales in the refrigerator market in the last week of July showed a month-on-month, year-on-year, year-on-year and year-on-year decline in retail sales, down 12.5%, 3.5%, 15.8%, and 0.4% respectively, highlighting the third quarter The possibility of negative growth year-on-year.

The proportion of double-door refrigerators began to decline

From the perspective of market structure, in the first half of the year, double-door refrigerators still accounted for 51.6% of the market share, but the rate of decline was relatively large, with a year-on-year decrease of 4.6 percentage points. The retail volume of three-door refrigerators accounted for 34.6%, representing a cumulative increase of 2.1 percentage points over the same period of last year. Both had a clear advantage in market share and year-on-year growth. The share of retail sales of multi-door refrigerators and door-to-door refrigerators increased slightly year-on-year.

The performance of different levels of the refrigerator market shows a different growth pattern. Judging from the retail volume, the market growth at different levels showed a jujube-like shape. The year-on-year and third-tier market's year-on-year and fourth-tier markets cumulatively accounted for 15.8% and 14.7% year-on-year growth in retail sales of refrigerators. The year-on-year growth rates were 12.6% and 13.3% respectively. From the perspective of retail sales, different levels of market growth show a classic inverted pyramid pattern. The cumulative year-on-year growth rates of the primary and secondary markets were 24.8% and 24.4%, respectively, and the accumulated sales of the retail sales in the tertiary and tertiary markets were respectively 22.0%. 17.0%.

Thanks to the promotion of energy-saving subsidies, the energy efficiency rating structure in the refrigerator market has been greatly optimized. In the first half of the year, the market share of energy-efficient refrigerators was 87.1%, a cumulative increase of 10.1 percentage points from the same period of last year. The market share of secondary energy efficiency refrigerators accounted for 9.7%, a cumulative decrease of 10.8 percentage points from the same period of last year. According to Shi Ting, general manager of China Yikang Baixiao Research Center, due to the higher energy efficiency rating of refrigerators in the overall appliance market, the refrigerator is the only one to be excluded from the application of the new energy efficiency standard formally implemented on October 1 this year. Home appliances. However, as the trend of energy-saving and emission-reduction continues to deepen, the days of the first-tier energy-efficient refrigerators in the market will be just around the corner.