Once upon a time, when the offline market for refrigerators faltered, the high growth of the online market opened up a new situation for enterprises.
However, a group of newly released data indicates that the online refrigerator market, which was once mad, is now facing a growth bottleneck.
The growth of low-purity e-commerce advantages gradually digested
Zhongyikang's online retail monitoring data from January to June (1-26 weeks) showed that the retail volume of the refrigerator market in the first half of the year increased by only 10%, and the retail sales growth was less than 30%, a record low in the past few years.
Source: Zhong Yikang
During the 618 period (22-25 weeks), the retail volume of the refrigerator market fell by more than 6%, and the retail sales increased slightly. The e-commerce market fell for the first time on important holidays.
However, the end of the high-growth myth of the online market for refrigerators is only a matter of expectation.
After all, the "horizontal" market for the entire refrigerator market is here. The reason why the online market of the early refrigerators can grow at a high rate is to benefit from the dividend release of the emerging commercial channel of e-commerce, but nowadays, with the rapid development of artificial intelligence and new retail, the advantages of pure e-commerce are gradually being eliminated. .
As early as 2016, Ma Yun predicted: "E-commerce is developing today, and the era of pure e-commerce will soon end. In the next ten or twenty years, there is no such thing as e-commerce. Only new retail is said. That is to say, online and offline and logistics must be combined to create a real new retail."
The main theme of the door opening and multi-door "fashion" structure upgrade
The favor of opening doors and multi-door refrigerators is an expression of the structural upgrade of online refrigerators.
The data shows that in the first half of this year, the company opened more than three doors and became the online market sales champion. Its retail sales market share is nearly 30%. At the same time, the retail market rate of multi-door refrigerators exceeded 13%, and the market share of retail sales exceeded 24%, both of which increased slightly year-on-year.
The increase in average price is also a manifestation of the “upgrade†of the online market of refrigerators. In the first half of 2018, the cumulative average price of the refrigerator online market was 1999 yuan, an increase of 289 yuan compared with the same period of last year, an increase of more than 16%.
On the door, the multi-door refrigerator online "popular", naturally benefited from the consumption upgrade, and the company's vigorous promotion, but also contributed.
Compared with two-door refrigerators and three-door refrigerators, the door-to-door and multi-door refrigerators have larger capacity, and are more suitable for new technologies such as frequency conversion, preservation, health, and intelligence. While meeting the quality needs of the middle class and young people, It is also the key to the company's soaring raw materials, increasing the added value of products and raising the level of profitability.
Deepening the effect of the big wave
The competition in the online market is as fierce as the offline.
The data shows that in the first half of 2018, the number of brands sold in the online market was 121, a decrease of 5 compared with the same period last year. In addition, the top ten brand's retail share was 85.9%, compared with the same period last year, the share increased by 1.2 percentage points, brand concentration increased.
Under the background of rising comprehensive costs and e-commerce dividends, the refrigerator head enterprises occupy high traffic, push up sales and consolidate market share by virtue of scale and brand advantages.
However, small and medium-sized refrigerator enterprises are difficult to compete with the head enterprises in terms of product competitiveness or brand pull. Drainage promotion is not dominant, and the situation is getting more and more difficult.
On the one hand, it is a high-growth “coolâ€, on the other hand, it is an opportunity of consumption upgrade and industrial structure upgrade. The author guesses that in the next few years, the trend of the online market of refrigerators will change from the past to the steady increase.
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