For the fourth year in a row, journalists have taken stock of the performance of small and medium-sized refrigerator companies at the same time. Key words such as crisis, bankruptcy, closure of production lines, adaptation and transformation have been accompanied by several sunk small and medium-sized refrigerators since the end of the domestic electricity policy. The most intuitive feeling of electric journalists is that some old friends leave the industry every year. The journalists are pleased that a round of shuffles produces real gold. In the past, small and medium-sized refrigerators, which had been considered to be relying on price battles and low-tech gold, had been able to make a big leap in the face of the overall economic downturn in 2015 and the cold market。
One, the market shuffles again, innovation becomes the key. Word
Similar to the situation in 2014, there were many previously familiar telephone calls that were not available or were denied access to the old friends of the refrigerator industry when they were contacted again by electrician journalists in 2015. According to reliable sources, most refrigerators in tsai creek are now in a state of shutdown or semi-cut, and only a few of ningbo's businesses remain。
In response, liu fei, the sales manager of the shanghai twin goose-spring enterprises group limited, assessed that the refrigerator industry should have washed cards long ago, and that the home-based electricity policy had allowed small businesses that had been on the verge of bankruptcy to survive. The inability of small businesses to survive on price battles is inevitable, influenced by adverse factors such as excessive oversupply of market demand and a depressed economic environment. In his view, the problem of after-sales services resulting from the quality of the product is the main reason for the closure of enterprises because of their excessive cost pressure and inability to continue operating。
Liu yongtang, deputy managing director of soy electronics ltd., stated that the total sales in soy had remained almost the same as in 2014, thanks to the poor performance of the domestic marketing market in 2015 and the expansion of export operations and new product areas。
In addition, export markets that performed well in 2014 put considerable pressure on small and medium-sized refrigerators this year. The lack of domestic markets has increased the number of refrigerator brands competing in export markets. According to statistics from the china national electronics association for seven small refrigerator businesses, the total export of small refrigerators from january to august 2015 was 1. 1305 million, a 1. 4 per cent decrease over the same period. The deputy managing director of hangzhou kim song yono electronics ltd., who had just returned from the conference, u. S., brought the latest news to the newspaper electric: “during the conference in 2015, the traffic ahead of kim soon yono's exhibition was greater than in the previous two years, but the price of the product fell by 5-8 per cent each year, and some products by 10 per cent. This is due to the poor domestic refrigerator market in 2015, which led large enterprises, such as haisin and the united states dollar, to focus more on export markets and proactively reduce prices by about 8 per cent. This has a great impact on small and medium-sized refrigerator companies."
There are internal problems and small and medium-sized refrigerator companies may be able to kill blood. In response to intense market competition, innovation became the key word for many home-grown refrigerators in 2015. Innovation, whether product innovation or management innovation, offers new opportunities for the development of small and medium-sized refrigerators。
Statistics from the china national electronics association for 7 small refrigerator businesses show that between january and august 2015, the total production of refrigerators in these seven enterprises was 3,254. 3 million units, an increase of 2. 7 per cent over the same period; the total sales volume was 3,15. 7 million units, a decrease of 0. 49 per cent over the same period, and total sales revenue was 2,066. 5 million yuan, an increase of 551. 9 per cent over the same period. It is worth mentioning that the total sales revenue was significantly increased on a year-on-year basis mainly from the contribution of anhui quotuan electric group ltd。
For chen guangyu, the general manager of anhui qui group ltd., who has also just returned from wide-ranging business, electric reporter feels good about him by telephone. “her majesty's refrigerator performed well both internally and externally in 2015. This is due to the persistence of product innovation over the years, as well as a good upstream chain. That gives us enough safeguards and a bottom line to make big moves. In the case of exports, in particular, honours were recognized at conferences by clients from countries such as the middle east, europe and portugal and saudi arabia, and valid orders doubled in comparison with the same year. Our latest refrigerator panel, which uses the muscular panel, is the first brand in the industry to adopt the panel. The surface of the panel is smoother and more clear than that of the glass panel and is very popular at the exhibition.”
The innovation is also sustained by hangzhou wah day refrigerator limited. Sun minhua, deputy general manager of the company, stated to the electrician journalist that 2015 was a year of transformation for china day, beginning with the move of the huaiyang refrigerator to the new factory in the fuyang district of hangzhou, with a doubling of the production scale, followed by management concepts and upgrading of equipment. The transformation of the chinese-japanese refrigerator was described as including new technologies, new production patterns, new processes and new management concepts. New technologies include secondary bubbles, oil formations and d-type pipe applications; new production models refer to machine replacements, with an increase of 50 per cent in the automated capacity of the china-japan plant; new processes that maximize the application of such technologies as frostless cooling and frequency conversion to products; and new management concepts that include the development of their own logistics distribution systems and the construction of national testing centres. In general, in terms of production, the chinese-japanese refrigerators are all aligned with intelligence, precision and softening。
There's pressure to power. In 2014, kim song yono, who had achieved excellent results in precision management of production, continued to seek room for growth in that regard in 2015. Wu expressed the view that kim song yoon had done some work on the platform of intelligent communication, and that he could do the same with the input he had received from large companies. Wisdom communication platforms are managed online, allowing real-time feedback on quality, output, orders and manufacturing information. “managers can see the quality of each post, the point of detection, including the production bottlenecks, and the length of stay. The current single-person eight-hour production efficiency has increased to 4. 7-5. 0. 2 product structural upgrading
In the 2015 interview, one of the most impressive features of the electrical press was the upgrading of the product structure in small and medium-sized refrigerators as a top priority. Many business owners stated that large volume segments, open doors, multiple doors and cold refrigerators were no longer patented for large brands and that the benefits of upgrading to small and medium-sized refrigerators were obvious. Statistics from the china national electronics association for seven small-scale refrigerators also show that a significant increase in sales on the basis of a decline in overall sales means an increase in unit prices。
Liu fei, a journalist for electrics, said that the refrigerator industry had not increased significantly in terms of technology in the last decade, since 2003 and until 2014 when it had been promoting energy conservation, it had not been possible to follow the trend of major wind-cooling technologies, frosting technologies, internet intelligence products, etc. For smes. In the case of shanghai's bid goose, the product structure upgrade refers to "a small size " and, in large part, to medium- and high-end products, such as open-door refrigerators with wind cooling, variable frequency technologies and networked refrigerators, and, in small cases, to small refrigerators with an economically appropriate volume segment covering 102 ~180 l. According to the information received, the shanghai bid of deer is now moving towards a front-line brand, with more than a dozen high- and medium-end products in place, and the remaining prototypes have been completed and are expected to be fully available by march next year; the small refrigerators are full of volumes and large freezers can meet the different needs of users。
In 2014, chen guangtao stated to the electric reporter that he had launched more than 20 large 300l refrigerators. The market for these products over the year has had a very good response. The esteemed launch of the 500-l cooler. These two categories of medium- and high-end refrigerators currently account for 60 ~70 per cent of the prestigious total, with the remaining two or three refrigerators. According to chen guanggui, the medium- and high-end high-volume refrigerator remains the main push product of the prestigious market in 2016。
“in the past, two regular and three refrigerators accounted for 50-60 per cent of total production, sometimes as high as 70 per cent. When the new plant is operational, the proportion of these products will drop to 30 per cent, and the proportion of products from the medium-end high-end refrigerators, such as large refrigerators of around 600 l, more than 400 ~500 l refrigerators, frostless refrigerators and variable frequency refrigerators, will reach 60 ~80 per cent of the total. We're trying to upgrade the product and upgrade the unit price.” sun minhua said to electric。
“in the last two years when most small and medium-sized refrigerators have been closed down and reorganized, upgrading the product structure is a necessity for enterprises.” liu yong said to the "electro" journalist. At present, over 300-400 l refrigerators and 500 l-to-door refrigerators are the main hit product of sawyer, with an increase in the share of smart controls, variable frequency refrigerators and wind freezers. 3 traditional channels remain dominant
According to the electrician reporter, small and medium-sized refrigerator enterprises continue to rely mainly on traditional distribution channels, owing to the special nature of market consumption at the 3rd and 4th tiers, as well as to factors such as refrigerators ' logistics distribution through the electrical supplier channel and cost constraints。
Sun minhua told the electricist that the huaiyang refrigerator continued to be dominated by traditional distribution channels, relying on offline agents and distributors. “as opposed to the consumer groups in the first tier, each region of the third and fourth tier has its own consumption characteristics, requiring different marketing strategies. For example, in 2014 we were selling $100 million in the town of dubashi in zhejiang tai county alone. I'm afraid that's not going to be possible with the electrician.”
Chen guangyu agrees. Eighty per cent of the channels of the esteemed refrigerators use traditional channels, and brand reputations and influence are important factors affecting consumer purchases in the third- and fourth-tier markets; the electrician channel is just beginning to grow by 10-20 per cent each year in 2015 in terms of the value of the esteemed sales through the gendarme。
Costs are also a major constraint for small and medium-sized refrigerator enterprises in terms of access. Liu yong stated to the electricist journalist that soy relied more on the former agents and distributors, and that the share of sales through the electric operators was lower. “although suning has become increasingly deep in the 3rd and 4th tiers of the market, if we work with them to promote it, there will be a certain increase in sales, but small and medium-sized refrigerator companies will have to consider costs.”
Liu fei also indicated that shanghai's double deer, which used to run a direct business in third- and fourth-tier markets, had not worked as well, with the lack of brand visibility on the one hand and after-sales services on the other. This is too costly for small and medium-sized refrigerators。
The distribution of electricity also raises doubts among small and medium-sized refrigerators. "as opposed to small household electricity, refrigerators are electricity for everyone, and we've spent a lot of time trying to solve the problem of after-sale services and logistics formulas on the line." sun minhua and liu yong have all experienced such problems。
Liu fei gave his own answer to how small and medium-sized refrigerator companies would in the future be able to access all marketing channels. It was stated that the sale of high-end refrigerators in shanghai, a double deer, would work in the front-line market with large chains of refrigerators that were now in the united states of america and that negotiations with suning had been largely completed; the smaller refrigerators were mainly relying on the electrician channel, with the traditional channel being the main agent for the sale of two refrigerators in the large freeze room around 270l。
The u. S. And the united states are increasing their investment in three- and four-tier markets, including online, suning and kyoto business city. Will this affect the traditional distribution of small and medium-sized refrigerators? The heads of small refrigerators in many households indicated that there were frequent low-price promotions in the electrical outlets, but at present there was no significant impact on their sales。
Four, who can laugh to the end
With respect to the upcoming refrigerator market in 2016, many of the heads of small refrigerators are confident, but also believe that competition will be more competitive next year, and that brand differentiation will be more severe and a test of internal merit. Chen guangtao stated that it was of paramount importance for small and medium-sized refrigerators to respond to multiple responses, including cold and resilience, especially by combining the fight for innovation, access, management and cost control。
Sun minhua believes that for small and medium-sized refrigerator companies, both during the policy nurturing period and in an era of economic downturn, the most important is the idea of continuous innovation based on continuous accumulation, which is the inherent resistance of enterprises to markets and the speediest way to achieve market interface in the era of transition。
Wu zheng has revealed to the electrical reporter that the retrofitted refrigerators, the low energy consumption a++ product, and the 200 ~350 l-company refrigerators will continue to seek breakthroughs in the export market。
It is worth mentioning that some small and medium-sized refrigerators have found new product growth points. Liu yong indicated that the new product mentioned at the beginning of the paper referred to the 200l freezer. “in three- and four-tier markets, consumers generally reflect a relatively small freezer room volume, and we see this demand, with freezers introduced in 2015 as one of the new growth points in sales.”
