Can 2013 become the turning point in the refrigerator industry?

The 2012-2013 China Refrigerator Market Research Report pointed out that in 2012, the domestic refrigerator industry experienced a significant decline. By the end of 2013, the industry had achieved a bottoming-out rebound, and the increase in product sales was relatively large, and the industry's weakness was eased. The refrigerator industry entered a stage of weak recovery. However, from the current perspective, the situation in 2013 is still uncertain. Whether 2013 will be a good turning point in the development of the refrigerator industry has become a hot topic in the industry.

In 2012, it was the “frosting period” of the refrigerator industry. According to the statistics of the China Household Electrical Appliances Association, the total refrigerator production in China for the year was 66 million units, a year-on-year decrease of 7.04%, of which, the total sales volume in the domestic refrigerator market was 41 million units, a year-on-year decrease. 8.89%; exports of 2006 million units, a slight increase of 5% year-on-year.

After entering 2013, the tightening of the refrigerator market has eased. According to the home appliance market monitoring system of major cities in the National Information Center, the sales volume of refrigerators in major cities in the first quarter of 2013 was approximately 3.42 million units, an increase of 19.41% year-on-year, and the year-on-year increase in sales was 21.92%. Although the growth rate of e-commerce platforms is not as good as traditional The channel is swift and violent, but it also shows a recovery growth trend. According to the monitoring data of Analysys International's mainstream B2C e-commerce platform in China, in the first quarter of 2013, the sales volume of refrigerators online increased by 3.8% from the fourth quarter of 2012, and the sales increased by 3.6% from the previous quarter.

Cai Ying, deputy director of the Information Resource Development Department of the National Information Center, stated that the refrigerator industry can achieve recoverable growth in the first quarter of this year, mainly due to the overall improvement in the macroeconomic level, the effect of energy-saving projects, and the promotion of corporate holiday promotions. Factors contributed to the relatively favorable situation of the home appliance industry, the overall market performance in line with industry expectations.

Relevant data show that the new urbanization will transfer about 10 million people to the city each year, and will continue to release a huge domestic demand potential; the delivery of safe housing will also drive demand for durable consumer goods. At the same time, the tertiary and tertiary markets and the township and township markets will enter a new generation cycle in recent years. The tertiary and tertiary markets are still regarded as the main driving force for the home appliance industry. In spite of this, whether or not 2013 will become a good turning point for the development of the refrigerator industry, the industry generally adopts a wait-and-see attitude, and they all indicate that it is still difficult to make a conclusion.

In response, Jiang Feng, chairman of the China Household Electrical Appliances Association, believes that although the refrigerator market achieved good growth performance in the first quarter, it remains unclear whether the growth situation will remain intact from the whole year, and the market still has great uncertainty. For example, the energy-saving subsidy policy will be withdrawn at the end of May. In addition, due to the continuing deep adjustment of the overall economy and the five policies of the new national real estate country, it is expected that the refrigerator market will show more complicated development trends in the coming quarters of this year. The development of the refrigerator industry should be more cautious and optimistic.