2017 is a year of concern for the entire refrigerator industry. It is also a symbolic year for the development of the entire industry. The industry as a whole is in a dilemma of low growth or even negative growth. The oligopolistic competition is becoming more and more obvious, and the market is shuffling. In October of this year, Xinfei Refrigerator was forced to suspend production due to financial pressure. This one of the “four golden flowers†​​in the refrigerator industry has also declined, and it has once again caused people’s concern about the development of the refrigerator brand.
Since the first domestic refrigerator was launched in 1979, the refrigerator industry has developed in China for 39 years. Looking back on the history of the entire industry, many established companies have "destroyed" in the fierce market competition, and only Haier has become the world's "changing general." As 2017 draws to a close, let's take a look at the brands that have “deathed†in the competition and review the industry's ups and downs for nearly 40 years.
| brand name | Time to market | Operating conditions |
| Wanbao | 1870s | Hard support |
| New fly | 1880s | collapse |
| White snow | 1880s | collapse |
| Rongsheng | 1880s | Resale |
| Meiling | 1890s | Resale |
| snowflake | 1880s (home) | Resale |
China's refrigerator market 30 years of death, reselling list
New Flying Refrigerator - Falling Refrigerator Giant
Founded in 1984, Xinfei has a place in the domestic refrigerator market in China. In 1996, Xinfei achieved good results in the top three refrigerator brands in the country. The market share once approached 20%, becoming the “four golden flowers†​​in the refrigerator industry. At that time, Xinfei Refrigerator once became a symbol of people's living standards. The advertisement of “Xinfei Advertising is doing well, not as good as Xinfei Refrigerator†was branded with the imprint of the times.
Until 2005, the sales of Xinfei refrigerators were still ranked in the top three in the country, reaching 3 million units. However, Xinfei Refrigerator has already gone downhill at the time, and the market share has shown a downward trend. By 2012, the market share of Xinfei Refrigerator is only 6%, and it has already been pulled out of the industry's first echelon.
Wanbao refrigerator - the earliest refrigerator companies fell behind in the competition
Wanbao Refrigerator produced China's first household refrigerator in 1979, and the company has been developing for nearly 40 years. In 1980, Wanbao introduced the refrigerator production line from Singapore, and the ticket for the refrigerator was as high as 700 yuan. In the 80s and 90s of the last century, Wanbao Refrigerator reached its peak and became the number one exporter of refrigerators in China for many years.
Since then, Wanbao refrigerators have fallen behind in the fierce market competition, and it is difficult to see them in the mainstream market.
Baiyun refrigerator - once known as Haier
The failure of Baiyun is the epitome of the fierce competition in the entire refrigerator industry. In the last century, the Baiyun refrigerator was called “the spokesperson of the white goods in the southâ€, and Haier, the market has “North Haier, South Baiyunâ€. In 2002, refrigerator companies quickly opened up the product innovation and globalization. At that time, there were few products in the "Baiyun Refrigerator" brand. Today, the “Northern Haier†on the market stands out, and the “Southern White Cloud†has long since disappeared.
Meiling, Rongsheng - "two golden flowers" passed on by the brand
Meiling refrigerator and Rongsheng refrigerator have been listed as “four golden flowers†​​in China's refrigerator industry. They are in the same name as Haier and Xinfei. With the continuous development and integration of the market, Meiling belongs to Changhong Electric, and Rongsheng is integrated by Hisense Kelon.
Toshiba - poorly managed acquisition
In June 2016, Midea and Toshiba signed the formalities for completing the equity transfer and delivery, and the US officially completed the acquisition of 80.1% of the shares of Toshiba's home appliances for RMB 3.3 billion. In fact, since 2012, Toshiba refrigerators have been at a loss. In 2015, Toshiba's home appliance business lost about 9.7 billion yuan. After the completion of the acquisition, Toshiba will continue to develop and manufacture refrigerators that sell Toshiba brand, and Midea will obtain some high-end products from Toshiba.
Sharp - free on the edge of the refrigerator market
After being acquired by Foxconn, Sharp has made breakthroughs in the panel industry, but in the refrigerator industry, it has gradually lost its market and become a “marginal†brand. In March 17th, Sharp released five new refrigerators, but it did not become a market-approved explosive. Throughout 2017, Sharp's refrigerator market share is only 0.2%, and it is difficult to cope with fierce market competition.
Electrolux - the old refrigerator giant has fallen in China
After entering the China, Electrolux refrigerators were once a foreign brand on the market. However, after years of market evolution, Electrolux faced the same flaw in the Chinese market: originally wanted to be a high-end brand, but it became a terminal in the Chinese market. Even the low-end brand that dominates price competition. In 2017, Electrolux's market share ranking did not enter the top ten, basically leaving the mainstream market.
The root cause of the failure of Electrolux refrigerators in the Chinese market is that they do not capture the actual needs of Chinese users: in the Chinese market, Electrolux either directly replicates the appearance and functional design of European products, or draws on existing products and technologies in the Chinese market. This kind of separation from the user's business behavior, the Electrolux refrigerator once exited the Chinese market.
Samsung, LG - market share is decreasing year by year
After Samsung and LG entered the Chinese market, they had achieved rapid growth for a period of time. The two companies' total market share in the refrigerator market totaled more than 10%, but their upside has been squeezed. According to the refrigerator industry data released by Zhongyikang, the share of Samsung and LG refrigerators in the Chinese market has been declining year by year since 2013. In 2017, the market share of the two companies was 4.5% and 1.2% respectively. First, the second echelon.
Haier refrigerator - the pattern of the palm of the hand to the world
The refrigerator industry has been developing for more than 30 years. Whether it is a veteran company that has already "deathed" or a new brand that has joined the refrigerator battlefield in recent years, even foreign brands such as Siemens and Electrolux have regarded Haier as the first opponent, and Haier also It is in the face of multiple competitions to stand out and become the leader of the refrigerator industry.
The data released by Zhongyikang shows that Haier refrigerator has a cumulative share of 31.6%, which is much higher than foreign brands such as LG, Samsung and Whirlpool, and domestic brands such as Midea, Rongsheng and Meiling. It has been ranked first in the refrigerator industry for 27 consecutive years.
It is not difficult to find that the different roads lead to different brand endings by comparing Haier refrigerators with the “death†brand. In the brand, Haier refrigerator does not do OEM production, 100% independent brand management, even in the period when many companies OEM foreign exchange, Haier still insists on creating a brand. In research and development, Haier has deployed 10 research and development centers and 30 advanced factories around the world, leading the industry with 708 invention patents. The most important thing is that Haier’s single-in-one exploration of the business model of the Internet of Things era, carrying out all business activities around user needs, this self-righteous and continuous forward-looking thinking makes Haier refrigerator always lead in the market competition. step.
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Construction
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Sheath: PVC
Associated voltage: 450/750V
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Applications and features.
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