Policy to stimulate the market gradually became heavy volume high-end refrigerat
< BR> reporter left extension of magpie Data Support: State Information Center Industry Online
The Yee
<BR> Although the 2008 International
Financial
Crisis brought home appliance industry, the impact is not small, but this year ushered in the domestic refrigerator industry or market in the spring. Good production and sales situation from a series of favorable policies to expand domestic demand in the introduction, such as
Appliances to the countryside
Policy across the country, home appliances and appliances increases export tax rebate rate of TM to policy implementation, all of this year's growth in refrigerators adverse economic catalyst for the market. Industry-line data show that three quarters of 2009, China's refrigerator production was 41.56 million units, up 17.5%; sold 41.72 million units, up 22.7%; stocks at 1.42 million units, down 26.7%.
<BR> Market
<BR> Market Explosive Growth of urban and rural levels
<BR> 2009 performance of China's refrigerator market is still a high-end products and low-end product levels, the trend of robust growth.
<BR> Countryside policy in the stimulation of home appliances, refrigerators domestic market demand, not only shrinking, but also achieved growth. Appliance industry still maintained a sound development momentum, efficiency has improved significantly. National Bureau of Statistics data show that 1-September,
Refrigerator
/ Freezer units accumulated total output of 56.8 million, up 15.9%; total exports of 15.19 million units, down 8.4%; total domestic
Sell
41.6 million units, up 28.4%, including home appliances to the countryside products shipped 16.45 million units, accounting for 40% of domestic sales refrigerators.
<BR> Association survey of Chinese home appliances, domestic market sales of new
920
Million refrigerators, the main products from home appliances to the countryside. Sales growth in the rural market more than 40%, household appliances to the countryside policies contributed.
<BR> Most eye-catching performance of the market this year is three, four markets. In fact, as early as 2007, three, four fast-growing market already, but the market capacity of less than 1, the secondary market. In 2008, although some areas of small-scale pilot appliances to the countryside, but by the international financial crisis, three, four market is not sufficient. 2009, 3, 4 was the explosive growth market, especially policies in the countryside, led by home appliances, the whole three, four market sales doubled last year. Ministry of Commerce appliances to the countryside information system data, from January to August 2009, sales of refrigerators reached 9.44 million to the countryside products units, accounting for 8 months before the refrigerator three percent of industry sales.
<BR> Benefit from TM to policy stimulus secondary market strong recovery in consumption in the proportion of high-end refrigerators rapidly. Yee market research firm in data: high-end refrigerators consumption speed is the refrigerator market in 2009, the city a prominent feature. As of September, with on the open, multi-door, three to represent the high-end refrigerators sales accounting for 28% market share is expected to break 30% this year.
<BR> From the National Information Center statistics show that: the refrigerator is expected to end 2009, sales grew 30%, scale up to 3.7 million units. It is understood that most of the refrigerator company will continue to raise the proportion of high-end products. Meanwhile, some companies are also actively brewing a new round of home appliances to the countryside in the tender, which will include three-door products.
<BR> Brand
<BR> Top five market share accounts for over Liu Cheng
<BR> Refrigerator industry, like other household appliances, brand concentration is increasing. In Yee statistics, from January to September 2009, Haier, Siemens, Yung-Sheng, a new fly, Meiling these 5 companies share of total retail sales volume reached 63.86 percent, basically unchanged from last year, still account for over Liu Cheng The retail sales market share.
<BR> Policy this year, bringing home appliances to further promote and accelerate the pace of the rural market brand integration. Although many successful small and medium enterprises have refrigerators, but in the rural market, the consumer brand awareness is also rising, the original in the rural market has a certain well-known brand, the actual survival of small and medium is constantly being squeezed.
<BR> Haier as the industry's most influential national brand, has been occupied for more than 25% market share, is currently being 25.48% of the market share of retail sales leader in the domestic market, its biggest home appliances to the countryside in the assigned a piece of cake. First three quarters of 2009,
Haier Refrigerator
Achieved 38% sales increase. Also, high-end refrigerator market Explosive Growth also benefited from Haier, Haier and more high refrigerator door refrigerator proportion of nearly half of China's refrigerator market Haier has become more open refrigerator main pusher. Made a series of product structure adjustment increase Haier brand pulling power to bring the product sales growth.
<BR> Particular concern this year is
Hisense
U.S. two "group system" began to send forces in the market, brand grouping operations can not be ignored.
<BR> The first three quarters of this year the PRC, the accumulated data show that: Hisense Fridge volume market share of 5.72%, Yung-Sheng refrigerator market share in volume and 8.49%, the two together for 14.21%, 11.02 over Siemens %, top of second place. America's system of four main brand's total market share of 10.95%, the specific brand market share:
America's refrigerator
Volume market share of 7.34%, Rongshida refrigerator market share in volume and 1.34%, small swan fridge volume market share of 1.55%, Hualing refrigerator market share of retail sales 0.72%. U.S. refrigerator market share in volume from last year's 5.77% rise to 7.34%, achieved 27% growth, the achievements and beauty of the refrigerator three or four markets, the channel has a direct relationship between innovation.
<BR> Lead the market with the domestic brand in sharp contrast, foreign brands first three quarters of 2009 showed "a few happy some unhappy" situation. First three quarters of the PRC, retail sales statistics: Siemens, Bosch, LG product sales were up over last year 2.00%, 22.60%, 15.02%, Panasonic, Samsung, Electrolux compared with a decrease of 5.18% over the same period last year, 19.70%, 63.14%.
<BR> Prices
<BR> Decline in nearly as high-end products
<BR> Now, refrigerator gradually become low-profit goods, efforts to reduce channel costs and lower production costs as refrigerator factory price competition. Overall, in the past 1 year, the average price of the refrigerator showed different extent decline. High, medium and low-end products are not the same decline, specifically in the following areas:
<BR> First, many doors, the door in the high-end refrigerators large price reduction, an average reduction of 8% -10%, respectively. It is bullish on consumer demand, manufacturers of products brought great opportunity to upgrade, have increased efforts in the promotion of high-end products, and take a small price reduction means to seize the market, http://img.hc360.com/home-a/info/ images/200911/200911021421353268.jpg
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