According to the latest data, the total number of refrigerators sold in 2014 was 76. 338,000, a decrease of 0. 6 per cent over the same period; of these, 229,922,000 were exported, an increase of 9. 5 per cent over the same period, and 53,346,000 were sold internally, a decline of 4. 4 per cent over the same period. In the face of weak domestic markets, refrigerators are now digging for emerging markets, with three- and four-line markets and overseas markets becoming new battlegrounds for refrigerators。
In an interview with the beijing journal, liu yong, deputy director-general of electrics, said that in the future there would be more competition in the refrigerator market, which would be both pressure and opportunity for second-line brands, and that it would be the core competitiveness of brands, r & d capabilities, distribution channels, marketing networks, services, etc. That would determine the future of enterprises, provided that they were able to insist on strengthening their core competitiveness and were able to take a place in future market competition。
Since last year, leading companies such as haile and america have begun to focus more and more on third- and fourth-line markets, and their downside channels have further reduced market space for second-line brands. A number of small and medium-sized producers have also fallen in competition in the market and have been declared bankrupt and restructured, for example, ninbotte creek procter, dank and portland. Industry has pointed out that these enterprises lack core competitiveness。
Second-line refrigerator brands are now highly differentiated. According to liu yong, in 2014, despite the cold winter in the refrigerator market, the internal sales of the soy refrigerator increased by 5 per cent over 2013, sales by 15 per cent and sales by more than 100 per cent in overseas markets。
According to liu yong, this was thanks to sawyer's early insight into the changing trends in the refrigerator market, leading to a planned layout of the product one or two years in advance. Last october, sawyer launched a series of large-capacity, multi-temperature, multi-system refrigerator series products and advanced a series of promotional activities in three or four cities. At the time of the spring festival, sawyer is now involved in one-stop shopping in the rural market in association with other television and washing machine brands。
Since its inception, sawyer has been known to have positioned itself at the top of the three- and four-line market and is now a star in the three- and four-line refrigerator market. The growth in the domestic market has been largely the result of years of deep-drinking in soy appliances, with brand influence and competitive advantage in distribution networks. It is known that there are currently over 2,200 county-level distribution networks and over 30,000 village-level distribution networks。
In addition, in the face of a contraction in the domestic market, refrigerator manufacturers have begun to look abroad and actively expand the international market, including in the case of sawyer electric appliances, which have shown remarkable export performance. Liu’s statement that this is not because of the improved situation in overseas markets, but rather because, in comparison with other leading firms, sawyer was able to increase his production capacity because of capacity constraints, fewer exports and a smaller base, while a large amount of export products were developed and the expansion of overseas markets began, leading to high growth in the last year, with more substantial growth later。
