Brand: Haier continues to lead
In June 2012, the brand structure of the Chinese refrigerator market changed little, and Haier continued to lead. Siemens and Meiling maintained their positions as runners-up and runner-up respectively. Both Rongsheng and Samsung’s attention ratios increased, while both the US and Panasonic declined. From the point of view of product features, large-volume products are more and more concerned by consumers, and the competition between double-doors and three-door products is fierce, and the two are shifting. The Internet Consumer Research Center ZDC sums up the data of China's refrigerator market operation in June 2012 for a comprehensive analysis:
Report points
• Brand focus: The brand's focus on changes in the pattern is relatively small. Haier continues to lead with a focus of 39.6%, and Siemens and Meiling maintain the second and third place respectively.
• Product focus: Large-volume products are getting more and more attention from consumers; the competition between double-doors and three-doors products is fierce, and the two are shifting; the proportion of products under 3000 yuan is more than 50%.
• Case study: The trend of the Rongsheng brand is gradually increasing, and the proportion of the mainstream product types concerned is higher than that of the overall market.
First, the brand attention pattern
• Haier continues to lead the refrigerator market In June 2012, Haier continued to lead the refrigerator market in China with 39.6% of the respondents, but the percentage of concerns decreased slightly compared with May. Siemens and Meiling maintained their positions as runners-up and runners-up, respectively, with little attention to changes in the ratio. It is worth noting that Meiling's position in the third place continued to rise and the performance was quite good.
• Rong Sheng and Samsung's attention ratio continued to rise This month's refrigerator market brand changes in the pattern of attention, the top three remained unchanged. Same as in May, the rankings of both Rongsheng and Samsung’s attention have continued to rise this month, suggesting that the popularity of the recent two brands of air conditioning products is very high. Although the proportions of the attention of the United States and Matsushita have been reduced, they have not declined, but they have declined. The remaining brands remain in place.
(Chart) Distribution of brand awareness in China's refrigerator market in June 2012 (table) May-June, 2012 China's refrigerator market Brand Concern Rank Ranking Ranked May 2012 June 2012
Ranking May 2012 June 2012 Brand Concern Ratio Brand Concern 1 Haier 40.4% Haier 39.6% 2 Siemens 14.8% Siemens 14.4% 3 Meiling 5.6% Meiling 6.4% 4 US 5.4% Rong Sheng 1 5.0% 5 Rongsheng 4.8% Samsung ↑2 4.4% 6 Panasonic 4.2% Midea ↓2 4.3% 7 Samsung 3.6% Panasonic ↓1 4.1% 8 LG 3.6% LG 4.0% 9 Hisense 3.2% Hisense 3.6% 10 New Flying 2.7% New Flying 3.1% 其他 Other 11.7% Other 11.1%
Product: Three-door double door
Second, product attention to the pattern
(1) Type Structure • Three-doors instead of double doors have become the most concerned type of refrigerator. From the point of view of product type, double-opening and triple-opening are particularly fierce. This month's three-door replacement has become the most concerned type of refrigerators. The proportion of attention is 38.5%. Double-door products are followed closely by the ratio of 38.0%. The ranking of the two products is the opposite of that of May, and they are expected to compete in July. The proportion of attention to open doors, single doors, and multiple door products has changed little.
(Figure) Distribution of attention ratio of different types of products in China's refrigerator market in June 2012
(II) Volume section structure • More and more attention has been paid to large-capacity refrigerators. From the perspective of product volume segments, the volume segment most concerned by consumers this month is still 191L-230L, and the proportion of attention is as high as 41.1%. Followed by more than 280L volume segment, concerned about the proportion of 25.5%. The proportion of concern between the two was slightly higher than the previous month. The 231L-280L has a relatively high degree of attention. It can be seen that the large-volume refrigerator is more and more concerned by consumers.
(Chart) Distribution of attention ratio of products in different volume segments of China's refrigerator market in June 2012 (III) Structure of price segment • Concern ratio of products within 3,000 yuan exceeds 50% From the perspective of product price segment, the price segment most concerned by consumers this month It is still 2001-3000 yuan. The proportion of attention is 27.9%, which is slightly lower than that in May, but it is still close to 30%. In the 2000 yuan and below price segment, the product followed closely with a 26.7% interest rate. The proportion of the attention of the rest of the price segment products is relatively even, both between 9.0% and 15.0%.
(Figure) June 2012 distribution of the product concerned about the proportion of cases in different price segments Chinese refrigerator market analysis: Rongsheng concerned about the trend to rise <br> <br> three case studies - Rongsheng
(I) Analysis of Brand Concerns Trends • The Yonsheng brand is concerned about the trend. The small household electrical appliances with the Rongsheng brand have been deeply loved by consumers, and their performance in the refrigerator market cannot be ignored. In this month's refrigerator market, its brand attention rate ranked fourth, which shows that its progress is more obvious. From the trend point of view, the beginning of the month was in a stable state, and the duration of interest continued to decrease in the middle of the week, but then it continued to rise. Afterwards, it fell slightly after reaching a maximum of 5.3% on the 24th. Overall, it is a trend of higher prices.
(Chart) Trends in the proportion of Meiling branded products in China's refrigerator market in June 2012 (II) Analysis of product structure • Concern over the overall market level of Rongsheng's mainstream product types Compared with the overall market level, this month's mainstream fridge type three-door refrigerators The ratio of attention to 43.5%, double-door refrigerators concerned about the proportion of 39.8%, are higher than the overall market level. It is worth mentioning that the proportion of attention of Rongsheng Sanmen products is 5 percentage points higher than that of the overall market, which shows that the popularity of its three-door products is relatively high. The ratio of attention to open doors, single doors and multiple doors was lower than the overall market level. It can be seen that Rongsheng’s market development strategy is in line with the overall market development.
(Chart) Comparing the concerned proportions of different types of Meiling products in China's refrigerator market in June 2012
In June 2012, the brand structure of the Chinese refrigerator market changed little, and Haier continued to lead. Siemens and Meiling maintained their positions as runners-up and runner-up respectively. Both Rongsheng and Samsung’s attention ratios increased, while both the US and Panasonic declined. From the point of view of product features, large-volume products are more and more concerned by consumers, and the competition between double-doors and three-door products is fierce, and the two are shifting. The Internet Consumer Research Center ZDC sums up the data of China's refrigerator market operation in June 2012 for a comprehensive analysis:
Report points
• Brand focus: The brand's focus on changes in the pattern is relatively small. Haier continues to lead with a focus of 39.6%, and Siemens and Meiling maintain the second and third place respectively.
• Product focus: Large-volume products are getting more and more attention from consumers; the competition between double-doors and three-doors products is fierce, and the two are shifting; the proportion of products under 3000 yuan is more than 50%.
• Case study: The trend of the Rongsheng brand is gradually increasing, and the proportion of the mainstream product types concerned is higher than that of the overall market.
First, the brand attention pattern
• Haier continues to lead the refrigerator market In June 2012, Haier continued to lead the refrigerator market in China with 39.6% of the respondents, but the percentage of concerns decreased slightly compared with May. Siemens and Meiling maintained their positions as runners-up and runners-up, respectively, with little attention to changes in the ratio. It is worth noting that Meiling's position in the third place continued to rise and the performance was quite good.
• Rong Sheng and Samsung's attention ratio continued to rise This month's refrigerator market brand changes in the pattern of attention, the top three remained unchanged. Same as in May, the rankings of both Rongsheng and Samsung’s attention have continued to rise this month, suggesting that the popularity of the recent two brands of air conditioning products is very high. Although the proportions of the attention of the United States and Matsushita have been reduced, they have not declined, but they have declined. The remaining brands remain in place.
(Chart) Distribution of brand awareness in China's refrigerator market in June 2012 (table) May-June, 2012 China's refrigerator market Brand Concern Rank Ranking Ranked May 2012 June 2012
Ranking May 2012 June 2012 Brand Concern Ratio Brand Concern 1 Haier 40.4% Haier 39.6% 2 Siemens 14.8% Siemens 14.4% 3 Meiling 5.6% Meiling 6.4% 4 US 5.4% Rong Sheng 1 5.0% 5 Rongsheng 4.8% Samsung ↑2 4.4% 6 Panasonic 4.2% Midea ↓2 4.3% 7 Samsung 3.6% Panasonic ↓1 4.1% 8 LG 3.6% LG 4.0% 9 Hisense 3.2% Hisense 3.6% 10 New Flying 2.7% New Flying 3.1% 其他 Other 11.7% Other 11.1%
Product: Three-door double door
Second, product attention to the pattern
(1) Type Structure • Three-doors instead of double doors have become the most concerned type of refrigerator. From the point of view of product type, double-opening and triple-opening are particularly fierce. This month's three-door replacement has become the most concerned type of refrigerators. The proportion of attention is 38.5%. Double-door products are followed closely by the ratio of 38.0%. The ranking of the two products is the opposite of that of May, and they are expected to compete in July. The proportion of attention to open doors, single doors, and multiple door products has changed little.
(Figure) Distribution of attention ratio of different types of products in China's refrigerator market in June 2012
(II) Volume section structure • More and more attention has been paid to large-capacity refrigerators. From the perspective of product volume segments, the volume segment most concerned by consumers this month is still 191L-230L, and the proportion of attention is as high as 41.1%. Followed by more than 280L volume segment, concerned about the proportion of 25.5%. The proportion of concern between the two was slightly higher than the previous month. The 231L-280L has a relatively high degree of attention. It can be seen that the large-volume refrigerator is more and more concerned by consumers.
(Chart) Distribution of attention ratio of products in different volume segments of China's refrigerator market in June 2012 (III) Structure of price segment • Concern ratio of products within 3,000 yuan exceeds 50% From the perspective of product price segment, the price segment most concerned by consumers this month It is still 2001-3000 yuan. The proportion of attention is 27.9%, which is slightly lower than that in May, but it is still close to 30%. In the 2000 yuan and below price segment, the product followed closely with a 26.7% interest rate. The proportion of the attention of the rest of the price segment products is relatively even, both between 9.0% and 15.0%.
(Figure) June 2012 distribution of the product concerned about the proportion of cases in different price segments Chinese refrigerator market analysis: Rongsheng concerned about the trend to rise <br> <br> three case studies - Rongsheng
(I) Analysis of Brand Concerns Trends • The Yonsheng brand is concerned about the trend. The small household electrical appliances with the Rongsheng brand have been deeply loved by consumers, and their performance in the refrigerator market cannot be ignored. In this month's refrigerator market, its brand attention rate ranked fourth, which shows that its progress is more obvious. From the trend point of view, the beginning of the month was in a stable state, and the duration of interest continued to decrease in the middle of the week, but then it continued to rise. Afterwards, it fell slightly after reaching a maximum of 5.3% on the 24th. Overall, it is a trend of higher prices.
(Chart) Trends in the proportion of Meiling branded products in China's refrigerator market in June 2012 (II) Analysis of product structure • Concern over the overall market level of Rongsheng's mainstream product types Compared with the overall market level, this month's mainstream fridge type three-door refrigerators The ratio of attention to 43.5%, double-door refrigerators concerned about the proportion of 39.8%, are higher than the overall market level. It is worth mentioning that the proportion of attention of Rongsheng Sanmen products is 5 percentage points higher than that of the overall market, which shows that the popularity of its three-door products is relatively high. The ratio of attention to open doors, single doors and multiple doors was lower than the overall market level. It can be seen that Rongsheng’s market development strategy is in line with the overall market development.
(Chart) Comparing the concerned proportions of different types of Meiling products in China's refrigerator market in June 2012
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