Refrigerator exchange tide is coming soon

In 2012, everyone remained cautiously optimistic about the refrigerator industry. According to the latest network research conducted by Modern International Market Research Co., Ltd. (MIMR), the service life of single refrigerators has begun to shorten, and consumer demand for refrigerator products has become strong.

The MIMR study found that among people who bought refrigerators, refrigerators accounted for 54% for more than three years, and for those three years or less, they also accounted for 46%. The frequency of redemption was also getting higher and higher, and the cycle was getting shorter and shorter. The reduction in the price of home appliances and the promotion of the government's subsidy policy are just around the corner.

Previously, a number of home appliance stimulus policies have promoted the rapid adoption of refrigerator products and significantly increased their market share. The energy-saving home appliance subsidy policy launched in June this year is expected to further promote the redemption of refrigerator products, but the refrigerator is durable goods, and the market demand this year will not be too optimistic.

The implementation of the policy has been more than three months, but according to MIMR survey results, the government subsidies are not obvious for the promotion of home appliance product exchange, accounting for only 19%, far lower than the original product does not meet the demand (30%) and the original The product is broken" (26%). Although the cause of policy pull in refrigerator products is slightly higher than 20%, the demand for products and the old and new products are still the main reasons for redemption.

The MIMR report also shows that the percentage of consumers who buy zero-purchased refrigerator products accounted for 50% of the total, with 31.8% for the first exchange and 18.2% for the second time. This is because 41% of consumers will consider buying in refrigerators for more than five years, and within 21 years they will consider 21%.

This is in line with consumer expectations about the useful life of refrigerator products, with 70% of consumers expecting refrigerators to be used for more than five years, 16% of consumers expecting to use four to five years, and refrigerators expected to have less than 4 years of useful life. Consumers only accounted for 14%.

In the focus of the purchase of refrigerator products, consumers are most concerned about the "power consumption" problem, accounting for 25%, followed by drainage, refrigeration and preservation, accounting for 19%, 18% and 16%, respectively. Therefore, product energy-saving issues should become the main focus of the manufacturer.

In addition, in terms of prices, the budget for consumers to exchange refrigerators has declined. According to the MIMR study, consumers who currently purchase refrigerators over 4,000 yuan have a budget reduction of more than 1,000 yuan in the redemption plan. However, in the same period, the consumer's exchange budget was actually still in the mid-to-high end market. Among them, the budget for the 3001-4000 accounted for 31%, the budget for the 4001-5000 accounted for 18%, making the budget focused on 3000- 5000 purchasing power market.