This article is the freezer article in the series of articles "List of Popular Home Appliance Products in 2021".
data comes from JD , Tmall , Taobao , Suning.com , Gome online , the total sales data of the freezer/freezer category in the first half of 2021.
This may be the most comprehensive, objective, and reliable list of freezer brands and popular freezer products on the entire Internet! you deserve to have!
I believe that after reading this article, whether you are a shopping consumer or a market practitioner, you will have a new understanding of the brand structure and product trends of refrigerators.
In the first half of 2021, the sales of freezers in the five major online channels were 4 billion yuan, with a sales volume of 3.39 million units, a year-on-year sales increase of 41.7%, and a sales volume increase of 33.03%. The average product price was 1,182 yuan, a year-on-year increase of 72 yuan.
Looking at product categories, freezer sales accounted for 68.23%, refrigerated cabinets accounted for 3.33%, large freezers and small refrigerated cabinets accounted for 10.45%, dual temperature/variable temperature cabinets accounted for 9.83%, ice bars accounted for 3.79%, and wine Cabinets account for 4.36%. In terms of price range,
is 999 yuan and below, 1000-1299 yuan, and 1300-1499 yuan, which are the TOP3 most popular price segments for freezers in this issue, accounting for 30.66%, 26.92%, and 15.43% of market sales respectively.
In terms of brand performance, Haier is far ahead, ranking first in sales and sales, Midea , Rongsheng , Xingxing, Aucma , Meiling , Royalstar , Hisense , Chigo , Xinfei ranked 2nd-10th on the sales list respectively.
In the first half of 2021, among the top 50 best-selling models in terms of sales, Haier has 17 on the list, Midea has 9, Meiling has 7, Rongsheng has 6, Xingxing has 4, Aucma has 4, Hisense has 1, and Gracie has 1.
At present, the technological upgrading and category subdivision of refrigerators are proceeding rapidly. Mid-to-high-end products with air-cooled defrost and computer temperature control are on the rise, including ice bars, , wine cabinets, vertical freezers, variable temperature cabinets, tea cabinets, and breast milk cabinets. , cosmetics cabinets and other sub-categories are poised to explode.
In the commercial field, the concept of fresh food e-commerce and cold chain is booming. Front-end warehouses, unmanned vending machines and traditional supermarkets have also differentiated the functions of refrigerators in increasingly detailed ways, such as beverage cabinets, beer cabinets, ice cream cabinets, and dairy cabinets. The procurement demand for subcategories such as cabinets, fresh meat cabinets , cooked meat cabinets, seafood cabinets, etc. has also increased significantly.
Aucma and Xingxing, as the two oldest brands in China's freezer industry, apart from the difference that one is a state-owned enterprise and the other is a private enterprise, their development history seems familiar, and the ending seems to be the same.
Aucma and Xingxing were the leading brands in China's freezer industry in the 1990s. In particular, Aucma's slogan of "There is no best, only better" has resounded throughout the country.
Since 2002, the two have begun diversified development, not only involving other home appliance categories, but also entering many fields such as optoelectronics, finance, investment, real estate, medicine, cultural tourism, etc.
Since 2005, Haier’s freezer sales have jumped to the number one position in the country, and it has remained so to this day. As for Aucma and Xingxing, not only did their market share lose to Haier, but they were also knocked to the ground by Midea and Rongsheng.
Objectively speaking, the freezer products of Aucma and Xingxing have great competitive advantages in terms of quality and cost performance. However, due to the deviation of diversification strategy , management and marketing cannot keep up. The former "freezer king" ", is becoming a marginal brand of home appliances.
Faced with this wave of freezer upgrades that is rare in ten years, if Aucma and Xingxing cannot concentrate their efforts to seize the opportunity, maybe in 3-5 years, they will follow in the footsteps of Chunlan and be included in the list of companies with diversification failures.
's diversified layout looks as sweet and mellow as fine wine, but if the company's management level, technical strength, marketing capabilities and brand mentality are not matched, it is like drinking poison to quench thirst.
How to choose a freezer?
Which brand of freezer is good? Which brand of
freezer is best to use?
Which freezer brands are worth buying?
Recommendations for the most worthwhile freezers...
How to choose a freezer? Articles about freezer shopping strategies and purchase guides can be found everywhere on the Internet, and the recommended products are also diverse.
But in fact, when buying home appliances, the most reliable and ultimate shopping strategy is just one trick: choose a professional brand in this subcategory, or a well-known brand with this category as its core business.
When actually purchasing, professionalism and quality must be the primary factors to consider. At the same time, based on your own needs, make a comprehensive judgment based on the product's functions, parameters and cost performance, combined with the brand's reputation and market performance.
Based on the above standards, for freezers, we recommend these five brands: Haier, Aucma, Xingxing, Rongsheng, and Midea.
useful information is here, just go to the picture and take a closer look!
In the first half of 2021, the TOP10 freezer brand rankings and the TOP50 best-selling freezer products list will be announced for you one by one.
▍Reading tips
1. The data chart in this article is taken from "AVC Aowei Home Appliances Pocket Compass".
2. In the list of best-selling products, the blue-bottomed product is a new model on the list in this issue.
3. Enter the brand name + model code, and you can find the product on the e-commerce platform.
The data of more than 40 other home appliances products has been published. Please follow it and browse it on my homepage.
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