Affected by the rising price of raw materials, the development of the traditional refrigerator market has slowed down, and both retail sales and retail sales have declined. AVC online monitoring data shows that in June 2021, the retail volume of refrigerators in the online market was 3.68 million units, a year-on-year decrease of 2.0%, and the retail sales were 8.88 billion yuan, a year-on-year increase of 23.2%; June 2021 line The retail sales of the lower refrigerator market was 2.85 billion yuan, a year-on-year decrease of 8.1%, and the retail volume was 520,000 units, a year-on-year decrease of 18.1%.
From the data point of view, due to factors such as raw materials and saturated competition, the refrigerator market space has been severely compressed, and the market development prospects need to be explored urgently. In this context, car refrigerators, which are known for their compact size and convenience, have attracted attention.
The reporter of "Electrical Appliances" learned through the Baidu index to search for relevant content. Compared with household refrigerator products, the search popularity of car refrigerators has increased significantly in the past six months. The overall search index increased by 28% year-on-year and 48% month-on-month, and this growth trend Still going on.
From the perspective of crowd portraits, consumers in Beijing and Shanghai have a higher recognition of car refrigerators, followed by cities such as Hangzhou, Shenzhen, and Chengdu. Compared with females, men between the ages of 30 and 40 are more loyal fans of car refrigerators, and their demand and attention are much higher than female consumers.
The reporter of "Electrical Appliances" learned that at present, the products on the Chinese car refrigerator market are mainly divided into two categories. One is semiconductor refrigerators, which rely on electronic chips for cooling. The second type is a compressor refrigerator, which is cooled by a compressor, which has high cooling efficiency but is large in size and inconvenient to carry. Compared with traditional refrigerators, car refrigerators are commonly used in self-driving tours and outdoor camping. As people's enthusiasm for self-driving tours continues to heat up, car refrigerators may become one of the biggest beneficiaries.
The "Global Free Travel Report 2020" released by Mafengwo shows that after the domestic epidemic was gradually brought under control in the second quarter of 2020, the tourism industry has gradually recovered. Whether it is picnics in the spring or the rapidly growing demand for RV camping in the summer, they are all loved by Chinese consumers.
The report data shows that among the tourists who pay attention to rural tourism, the post-90s accounted for 41.5%, and the post-00s accounted for 18.2%. Young people have become the mainstream group of rural visitors. RV camping, outdoor hiking, participating in rural labor life, and experiencing rural intangible cultural heritage are all-new ways for them to open up rural tourism.
At the same time, the increase in the market scale of China's vehicle peripheral products and the development of the automobile industry have further promoted the expansion of the car refrigerator market. According to statistics, the number of vehicles in the country will be 281 million in 2020, an increase of 8.1% year on year. In this context, according to the estimates of relevant agencies, the demand for car refrigerators in China is expected to reach 50 million to 100 million units in the next 10 years, and the sales scale is also expected to increase significantly to 100 billion yuan.
Judging from the forecast data, this market is undoubtedly a treasure that has yet to be explored, but from the current situation of the manufacturers' layout, the geographical bias is still strong. It is reported that there are currently more than 510 Chinese companies specializing in the production of car refrigerators, mainly in Guangdong, Jiangsu, Zhejiang, and other places. Among them, Guangdong has a relatively complete industrial chain. Due to sufficient production technology and human resources, the number of related production companies is relatively large. In addition, in addition to companies specializing in the production of car refrigerators, Midea and other companies that produce traditional white goods have also begun to enter the car refrigerator market.
Although all signs indicate that the overall development of the car refrigerator market is only increasing, it does not mean that the market will be in a state of unimpeded development. As far as the car refrigerator products are concerned, the small scale of China's overall industry and the lack of obvious formation of consumer consumption habits will slow down the market's explosive rate, and the market has yet to be explored.
The reporter of "Electrical Appliances" learned by browsing consumer product usage evaluations on the Internet that the price of onboard refrigerators is currently between RMB 180 and RMB 3,000 on the online platform. Data shows that about 32% of consumers choose car refrigerators for 218-284 yuan, and 40% of consumers choose car refrigerators for 284-648 yuan. At the same time, the pain points of rough workmanship, poor temperature stability, and loud noise that were exposed during the use of users also affected consumers' initial impression of the high efficiency and exquisiteness of car refrigerators.
Therefore, as far as the development of this market is concerned, the industry currently holds a conservative attitude. A person in charge of a refrigerator compressor manufacturer who did not want to be named also said in an interview with a reporter from "Electrical Appliances" that although the market growth rate of car refrigerators has increased significantly in recent years, the overall volume is still low due to the market size. At this stage, there are not many traditional refrigerator brands entering this market. At present, it is still a niche market. However, with the diversified development of young people’s lifestyles, this market is expected to become a differentiated development of small and medium-sized home appliance companies. Choose one.