Analysis of Future Development Trend of China Refrigerator Market

In the next decade, the basic functions of refrigeration in the Chinese market will become increasingly prominent due to additional features such as frequency conversion, sterilization, health, and high technology. In mid-2013, the withdrawal of the energy-saving subsidy policy caused the domestic white-electricity industry to enter a period of short-term confusion. With the new energy-saving subsidies in 2014, industry leaders can share the "subsidy bonus" with a clearer understanding. The refrigerator brand represented by Hisense and others is gradually emerging from a "healthy" market breakthrough through its comprehensive advantages.

Frequency conversion completely replaces fixed frequency

Relevant data show that as of last October, the refrigerator market has three doors, multiple doors, and open-door refrigerators, accounting for 48%, an increase of 17.5% over the same period in 2012, of which the proportion of retail sales of inverter refrigerators has increased to 11.3%.

According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, at present, the home appliance market is showing a clear trend of “tenorous consumption”, and high-end, large-capacity refrigerators such as frequency conversion and air-cooling are becoming more and more popular with consumers. It can be said with certainty that the frequency conversion and air-cooled refrigerators will usher in a golden period of development in the next decade.

According to Suning Appliance sales personnel, from the perspective of the user's needs, frequency conversion and air-cooled refrigerators will accelerate the popularity. As the rhythm of modern life accelerates, consumers need better preservation of the refrigerator, greater capacity, and faster cooling. The characteristics of frequency conversion and air-cooled refrigerators precisely meet these needs.

Statistics show that the current market share of air-cooled inverter refrigerators has reached 50%. Leading players in Haier, Hisense, Rongsheng and other industries have all taken the lead in air-cooled and frequency-conversion technologies to seize the market, in order to promote the refrigerator industry to a new era of frost-free and healthy.

Sterilization function is most valued

In 2012, the Jiangsu Wuxi CDC accidentally discovered a new pathogenic microorganism: Listeria spp., in the detection of food stored in refrigerators at food contaminant monitoring sites. The bacteria can multiply in low temperatures. If people are infected, there will be 30% mortality. Experts at the center warned that the refrigerator is not a "safety box" and improper use could cause food poisoning.

The common refrigerating temperature for storing foods in the refrigerator is 4°C. At such temperatures, some bacteria can be slowed down, but some bacteria grow faster at low temperatures.

According to a family health report published by the Global Council of Health Directors, 46% of household refrigerators have not passed the bacteria test, 44% of household refrigerators have signs of mold proliferation, and refrigerators are dirty and dirty due to infrequent cleaning and disinfection. Even more than the toilet lid.

In this context, sterilization refrigerator came into being. At present, Hisense's positive and negative ion sterilization technology, which is highly recommended by the industry, can generate a large number of positive and negative ions through ionized air, adhere to the surface of bacteria, generate tremendous energy at the moment of neutralization, and change the structure of bacteria to effectively sterilize. In particular, it is worth mentioning that this sterilization technology can achieve all-room sterilization as the air flows.

"Double high" products "money" unstoppable

Hu Xiaohong, director of the Information Department of the China Household Electrical Appliances Association, believes that with the continuous increase in the popularity of home appliances, the home appliance industry will enter the new consumer phase in 2014. In the next decade, high-tech, high-value-added “double high” products will be favored by the market.

The food in the refrigerator is easily deodorized after a period of time. The smell of food in the refrigerator is mainly due to problems with the refrigerator cooling system. For single-cycle system refrigerators, cold air must pass through the cold room, and different food odors will be scattered throughout the cold air flow. However, if the independent refrigerating cycle system is used for the refrigerating room and the freezing room, each room will be independently aired to avoid odors in the food and odors will no longer occur. For example, the independent double-cycle system of Hisense refrigerators, independent refrigerating and freezing evaporators, solenoid valves control the operation of refrigerating and freezing, and then start the corresponding refrigeration system, effectively avoiding the odor of the refrigerator and the freezer. In this way, an upgrade of technology has solved the problems of the past century.

In fact, in recent years, the high-end development of the home appliance market has become a trend. Between the industry giants in the brand, channels, after-sales competition, the quality of the product is undoubtedly the top priority, the integration of high-tech and household electrical appliances is increasingly close.