“Xinfei’s advertising is good, not as good as Xinfei Refrigerator.†An ad slogan that once raged all over the country has impressed many friends born in the 1980s, but now it only left me with sorrow. The former “king of refrigerators†Embarked on the path of decline. According to reports, Xinfei, a large factory with nearly 5,000 employees, has announced its reorganization. All the shares of its three companies, Xinfei Electric, Xinfei Home Appliances, and Xinfei Refrigeration Appliances, will begin public auction on June 28. This is an era of rapid development, and it is also an era of survival of the fittest! The king who once shining in the refrigerator market has come to the present, has sounded the alarm for domestic refrigerator companies and even home appliance companies. So, what is the current state of the refrigerator market? In today's era of continuous innovation of new technologies and new functions, how can refrigerator companies maintain their advantage of "the strong and the strong"? The steady rise in volume has become the "new normal". After three years of declining volume, the refrigerator market ushered in a turnaround in 2017, and retail sales rose year-on-year. In 2018, the refrigerator market continued this steady increase in volume. According to the big data of AVC's omni-channel promotion, from January to May 2018, omni-channel retail sales of refrigerators reached 12.03 million units, a year-on-year decrease of 3.8%, and retail sales of 35.4 billion yuan, a year-on-year increase of 3.4%. And it is predicted that in 2018, the retail volume of the refrigerator market will reach 33.96 million units, a year-on-year increase of 0.6%, and the retail sales will reach 97.8 billion yuan, a year-on-year increase of 4.1%. Online is hot, offline continues to be sluggish. Changes in consumer consumption habits and the continuous enrichment of online market products, coupled with the promotion of e-commerce festivals in recent years, have promoted the rapid development of the online market, and also made the home appliance market present a scene of both offline and online "ice and fire" , The performance of the refrigerator market in 2018 is even more so. According to AVC big data, from January to May 2018, the online retail volume of refrigerators was 5.277 million units, an increase of 20.9% year-on-year, and the retail sales volume was 11.49 billion yuan, an increase of 52.1% year-on-year; offline retail The volume scale was 2.959 million units, down 15.5% year-on-year, and the retail sales scale was 12.47 billion yuan, down 4.2% year-on-year. The gap between online and offline was narrowing. Increased industry brand concentration. The current refrigerator market is relatively stable, but competition among enterprises is becoming increasingly fierce. Since last year, the upstream raw material prices of refrigerators have continued to rise, and enterprise cost pressures have continued, and small and medium-sized enterprises have suffered. The mainstream brands of refrigerators rely on large-scale procurement capabilities, and continue to introduce high-end products, increase average prices, and show steady growth Good posture. According to AVC offline monitoring big data, in the first quarter of last year, the market share of TOP5 brands of refrigerators was 72.6%. By the first quarter of this year, the market share of TOP5 brands had reached 77.6%. The refrigerator returns to the essence of preservation. In terms of product types, air-cooling and frequency conversion technology are now gradually saturated, market penetration has basically been completed, and the volume structure of large-capacity refrigerators has also stabilized. Many refrigerator companies have returned to the essence of refrigerators-preservation. Fresh-keeping products on the current market continue to appear, and they also have eye-catching performance, such as Haier’s “dry and wet storageâ€, Casarte’s “oxygen control and preservationâ€, Midea’s “Microcrystalline Weekly Freshâ€, and Meiling’s “M Freshâ€. The participation and promotion of these mainstream companies will inevitably lead the competition of refrigerator products to the era of preservation. my country's refrigerator industry has gone through a period of introduction, growth, rapid development and rapid popularization. Now it has entered the post-policy period. The development of the refrigerator industry has also entered the second half. The industry and enterprises should continue to innovate to achieve better development. After experiencing rapid development, the current domestic refrigerator market, no matter whether it increases or decreases, the market sales will not change much, and the sales growth trend is relatively certain. In the increasingly saturated environment of the domestic market, refrigerator companies want to make a difference, in addition to the international strategy, innovation is also a magic weapon to expand domestic demand in the industry. Refrigerator enterprises can only continuously upgrade their technology, introduce new ones, and produce better and more avant-garde products through innovation, so that people can choose to upgrade and effectively expand domestic demand. Although there are still many uncertain factors in the development of the refrigerator market in 2018, the more in such a period of development, the more enterprises need to accelerate the pace of transformation and upgrading, and participate in market competition by improving product strength and added value, and through differentiated functions And design to meet the different needs and preferences of consumers, so that it is possible to maintain the strong position in the market competition. 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