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After the end of the biggest two shopping frenzy in the second half of the year of "eleven" and "double eleven", with the cooling of the weather, the "hard war" in the refrigerator market of the refrigerator in 2015 is gradually declining, and the enterprise is also ushered in a new year's off-season stock. From November to date, statistics show that the sales volume of refrigerators and freezers is only 20% higher than that of the freezer. At the same time, the sales status has entered a weak period, and the seasonal low season and the lack of market demand have negative effects on the market. At the same time, refrigerator freezer market is also quietly carrying out a innovation, with the popularization of consumption basically completed, the improvement of sexual demand is the power of the industry growth, through technical innovation and new sales means, refrigerators and refrigerators are entering the "quality consumption" generation.

There is little volatility in the year and signs of weakness at the end of the year
In November, refrigerators and freezer products entered the traditional off-season.
In the suing refrigerator sales area on Weihai Road, in addition to famous brands such as Haier and Hisense, several other cabinet customers are scarce, and the salesman is replacing the price tag and arranging the exhibits.
"In addition to selling more during the 10th decade, there has not been much fluctuation recently, and the situation is relatively stable throughout the year. There is no obvious ups and downs." The salesman of a brand refrigerator told the reporter. But she also said that compared with the previous period, the guests who came to shop in recent times were relatively few, not as many as before.

In response to the unfairness of the current market, Suning and Gome's heads of two home appliance sales companies are not too worried. Lin, manager of marketing department of Gome Qingdao branch, said that in the whole year, refrigeration products are the traditional peak season in 7-9 months. At the same time, around January, generally speaking, the three or four weeks before the Spring Festival, until the Spring Festival, will be dominated by the rural market, which will usher in the second selling season.

Mr. Tung, head of Suning Appliance, also said that in recent years, the whole fridge freezer market has been relatively stable, with no major ups and downs and a small increase. He thinks that this is related to the whole economic situation, with our country entering the new normal state of the economy, refrigerator freezer, these market saturation is not very high, but the performance is not so attractive, but there is no obvious turbulence.
"Seasonal off-season is a reason, in addition to the lack of new demand, new open housing, the old new buying power is not enough to affect the current sales." Gome electric manager in charge of forest manager analysis.
The era of quality consumption is coming, improving demand will become the main force.
In front of a smart refrigerator with "Shop Director's recommendation" logo, the salesperson is demonstrating the operation process to a customer who inquired.

In addition to a most common refrigerator priced at 1399 yuan, the reporter noticed that the whole store, including Haier, Hisense, SIEMENS, the United States and other brands of refrigerators for more than 3000. "Now generally come to buy this price, large capacity, and no frost." A salesman in the refrigerator sales area told the reporter.
Haier, CASA, SIEMENS, Hisense, AUCMA and other old brands are still widely accepted by local consumers in Qingdao. The 0 degree preservation technology, air cold and frost free technology, dry and wet storage design, constant temperature frequency conversion technology also become the mainstream technology configuration of the brand products on the market.

Data show that after 30 years of rapid growth, the popularity of the one or two tier market has basically been completed. The three or four level market demand is released slowly, and the million ownership of the conventional household appliances such as refrigerators in urban and rural households has basically reached 99. The future market increment will mainly come from the improvement demand of the stock market, and the high-end substitute for the low end.

"You think now the basic families have refrigerators, Qingdao and the northern cities of the cold cabinet demand is relatively large, a large part of the reason is the problem of capacity, so large capacity, double open door or even the three door open demand is relatively large. Generally, this requirement is above 3000 yuan, and 3500 is normal. Mr. Dong, the person in charge of the Suning Appliance, told the reporter.

"It's not just freezing and refrigerating to buy a refrigerator now. At the very least, it's fresh, and not all of them are intelligent. A customer at the scene said.
"The trend is closely related to the way of life of modern people," said Lin, manager of Gome Electrical appliances. "280 of the refrigerators rising or above become the mainstream of the market. And 400 litres of multi door fridge, the market share has also increased rapidly.
A variety of marketing ways to fight the "sluggish" period
Entering the October, the sales of Qingdao appliance market also entered a relatively weak state. However, according to the sales data of Gome in Qingdao, sales remained basically unchanged from the previous year.
In 2015, "double 11" was more ferocious than in previous years. From the perspective of Qingdao Gome, the sales of refrigerators and freezers on the "double 11" days increased by more than 700%. However, businesses say that consumers are increasingly rational for the purchase of household electrical appliances, often using online parity and in store purchases.

"The sales trend of household appliances must be a trend of further specialization. After entering the weak period, competition will inevitably intensify, which requires a comprehensive consideration of the overall competitiveness of an enterprise. The wave of the sand, to save the essence. The market will leave more powerful, more professional sales channels. " Said Lin, the manager.
In terms of Gome, in 2013, O2M's chain strategy was put forward, namely, entity store + Internet + mobile terminal, all channel sales chain strategy. From this year's double 11, Gome + Gome Online + mobile terminal sales, making it online.