stimulates consumer enthusiasm and breaks the "curse" of low growth. Various emerging trend products have become a new track for home appliance manufacturers to seek breakthroughs nowadays. Recently, JD.com Home Appliances released the "Ultra-thin embedded refrigerator Enterprise Standard", which evaluates and defines "ultra-thin" refrigerator segments from multiple dimensions such as volume-value ratio, freshness stability, and machine depth. By standardizing the market, it promotes the healthy development of "ultra-thin" refrigerator trend products, helps users to renew conveniently, and adds new momentum to manufacturers' expansion of the incremental market.
Diversity of quality demands have given birth to a new track of "ultra-thin" refrigerator
As one of the four major appliances in traditional urgent need, the refrigerator market has been in a high-volume state for a long time. Since the beginning of 2022, due to factors such as suppression of consumer demand, the refrigerator market has shown a trend of both volume and volume decline.
AVC's omni-channel data shows that the retail volume of H1 refrigerator market in 2022 was 15.07 million units, a year-on-year decrease of 5.5%; retail sales of 45.6 billion yuan, a year-on-year decrease of 3.4%. Faced with the continued low growth trend of the market, all parties in the industry are actively seeking changes and exploring new growth space for the existing market.
In recent years, under the dual driving of the upgrade of product structure and consumer demand, consumers are increasingly favoring high-quality, intelligent products, and products that can meet the integration of home appliances and home appliances when purchasing refrigerators and wash products. The use of home space has become an important consideration for users to choose home appliances, and consumers have raised higher demands on the appearance design and size specifications of home appliances, especially refrigerator products.
Generally speaking, the depth of the home kitchen cabinet is about 60CM, while the thickness of an ordinary refrigerator is about 70-75cm. Considering factors such as reserved 5-10cm heat dissipation space on both sides, the size of the conventional refrigerator does not match the user's needs, which will waste space and will also affect the overall beauty of the home decoration. In order to solve the pain points of consumers' lives, mainstream brands such as Haier , Casarte , Midea, Rongsheng , and TCL have accelerated technological innovation and launched ultra-thin refrigerator segmented products, becoming a new trend category for consumption of refrigerators and washing home appliances.
According to the national retail monitoring data of the Chinese refrigerator market released by GfK, refrigerator products with a depth of less than 65cm have a strong growth, and the trend of ultra-thinization is obvious.
Ultra-thin refrigerator highlights the design sense in an ultra-thin flat manner. The depth of the whole machine is generally around 60cm, perfectly fits the consumption concepts of young main consumers, highlighting their personality, paying attention to appearance, and pursuing exquisite space. At the same time, the thinner body saves space but does not save capacity. In addition to basic freshness, it also adds multiple additional values such as large capacity, low energy consumption, extreme freshness locking, healthy sterilization, and bottom heat dissipation, which meets the diverse needs of home aesthetics and is highly favored by consumers.
According to home appliance consumption channel data: during 2021, the transaction volume of ultra-thin refrigerators and ultra-large capacity refrigerators increased by more than 200% year-on-year; during this year's JD.com 618, the transaction volume of ultra-thin refrigerators was three times that of last year. Ultra-thin refrigerators have become the main product in the market to promote sales growth.
JD Home Appliances Diversified Upgrade, Adding Power to the Refrigeration and Washing Market
Recently, JD Home Appliances proposed the concept of "four new" home appliances for new technologies, new appearance, new experience and new services, pointing out the direction of renewed development for the industry. In addition, JD Home Appliances has also established #The original home appliance can also be used in this #marketing IP topic, interpreting the "four new" home appliances and continuously building users' minds. JD Home Appliances has been spared no effort to promote consumption iteration, demonstrating its industry responsibility.
The rapid growth of emerging trends of ultra-thin refrigerators, in addition to the product itself that can meet the current diverse quality needs of users, the promotion and support of JD.com's home appliances and other channels has also played a key role.
As an important channel for home appliance consumption, JD Home Appliances fully utilizes its own advantages and is the first in the industry to release the "Ultra-thin embedded refrigerator Enterprise Standards" to determine the trend of ultra-thin refrigerator segments based on the volume-value ratio, vitamin C loss rate, door temperature stability time, machine depth, heat dissipation method, etc., and set quality technical specifications based on the volume-value ratio ≥900L/m2, vitamin C loss rate ΔVC ≤7%, door temperature stability time t≤20 (min), machine depth X≤600mm, condenser position is not on the left and right sides, and set quality technical specifications, aiming to standardize the quality of market products with stricter standards, help consumers better choose ultra-thin refrigerators to clear obstacles. At the same time, JD Home Appliances also strengthened the market awareness and popularization of ultra-thin refrigerators with marketing measures such as the "930 Ultra-Thin Refrigerator Festival" and promoted the healthy and healthy development of the market.
It is reported that during the "930 Ultra Thin Refrigerator Festival" event, JD Home Appliances, together with Chinese and foreign home appliance manufacturers represented by Haier, Casarti, Midea, Bosch , and TCL, in addition to launching some products that are sold at an initial discount of 300 yuan and a limited time to grab 1,000 yuan to 930 yuan, it is also specially launched. During the event, some products enjoy a 30-day worry-free trial, which will benefit consumers with real benefits and renew their quality life.
Golden September and Silver October consumption season, JD Home Appliances launched a variety of services and marketing measures for ultra-thin refrigerators can not only provide diversified choices to meet consumers' quality needs, but also builds a bridge for refrigerator brands to concentrate on displaying products and in-depth communication with consumers. It promotes green home appliances represented by ultra-thin refrigerators to consumption, helping to speed up the "ultra-thin" refrigerator trend product track and adds channels to open up market incremental space.
