China's refrigerator market analysis report in April 2012

In April 2012, China's refrigerator market was relatively stable, Haier still led the way, and the top six brands in terms of brand awareness remained unchanged. Large-volume and three-door products have been favored by more and more consumers. The Internet Consumption Research Center ZDC summarized the operating data of China's refrigerator market in April 2012 for a comprehensive analysis:

     1. Brand attention ranking analysis

     Haier continues to be the champion of brand awareness in China's refrigerator market

     In April 2012, Haier regained the championship with 39.8% of the attention ratio in the Chinese refrigerator market, and the attention was slightly lower than that in March. Siemens and Meiling retained the runner-up and third runner-up respectively.

     The brand pattern of the refrigerator market is stable this month

     The brand pattern in the refrigerator market this month was relatively stable. LG's attention ratio increased by 0.7%, and the attention ranking rose two places, while the attention rankings of Samsung and Casarte both dropped one place. In addition, although the attention ratio of other brands fluctuated slightly, the attention ranking remained unchanged.

(Table) Comparison of China's refrigerator market brand attention rankings from March to April 2012

2. Product feature analysis

    (1) Product type

    The three-door refrigerator is the most concerned by users this month

    In terms of product types, the most concerned type in the Chinese refrigerator market this month is still the three-door type, with a concern rate of 38.9%, which is less than in March. The traditional double-door refrigerator's attention ratio is 36.7%, which has a certain increase compared with March. This month's attention ratio of the two differed by only 2.2%.

(2) Product volume section

    Large-volume refrigerators are more popular with consumers

    From the perspective of product volume segment, the volume segment that attracts the most attention from consumers in the Chinese refrigerator market this month is still 191L-230L, with a concern rate as high as 38.1%, followed by the volume segment above 280L, with a concern rate of 27.6%, and 231L-280L. Attention is also relatively high. This shows that large-volume refrigerators are more popular with consumers.

(Picture) Distribution of Concerned Proportions of Products in Different Volume Segments of China's Refrigerator Market in April 2012

    (3) Product price range

    More than 50% of product attention within 3,000 yuan

    From the perspective of product price range, the most concerned price segments of consumers in the Chinese refrigerator market this month are 2001-3000 yuan and 2000 yuan and below, and the following percentages are 25.5% and 25.4% respectively. It can be seen that products within 3000 yuan The attention ratio of has exceeded 50%, which is the mainstream price segment.

    3. Case study-Haier

    (1) Brand attention trend analysis

    Haier brand pays attention to the trend steadily and rising

    Haier started early in the refrigerator field and has always maintained its competitive advantage in international brands. This month, the brand pays attention to Haier, the ranking champion, and the trend is steady and rising.

(2) Product structure analysis

    Haier’s mainstream product types pay more attention than the overall market

    From the perspective of Haier's brand product structure, this month's mainstream refrigerator type double-door products paid attention to 42.2%, and three-door products paid attention to 41.5%, both higher than the overall market level. However, in the overall market, the attention ratio of three-door refrigerators ranks first, and the Haier brand's double-door refrigerators have more attention than three-door refrigerators. This shows that the popularity of its traditional double-door refrigerators is very high.