In recent years, the retail sales of refrigerators in my country have shown a fluctuating trend. As the refrigerator market tends to be saturated, consumers' demand for refrigerators has gradually changed to replacement demand, which has further promoted product updates and iterations. Next, combined with specific data, let's analyze the sales details of the refrigerator industry in Q2 in 2023.
According to relevant data from the Whale Staff e-commerce data analysis platform, in Q2 2023, the sales volume of refrigerators on the Jingdong platform exceeded 3.9 million, a month-on-month increase of about 10%, and a year-on-year decrease of 7%; its sales were 8.7 billion, a month-on-month increase of more than 2%, a year-on-year decrease of nearly 6%.
It can be seen from the sales data of the industry that the sales performance of refrigerators in the second quarter of 2023 is better than that in the first quarter, but compared with last year, the sales performance has declined.
*Data comes from Whale Staff - Industry Trend Analysis
my country's refrigerator industry is mature and has a high degree of industry concentration. In 2023, the CR10 of the refrigerator industry in Q2 will reach more than 63%, including Haier, Midea, Rongsheng, Meiling, Siemens, TCL, Casarte, Panasonic, Mijia and Commander. . Among them, Haier, Midea and Rongsheng accounted for the top three market shares, accounting for about 30%, 17% and 15% respectively. The sales of the three were about 2.6 billion, 1.5 billion and 1.3 billion.
*The data comes from Staff Whale-Brand Ranking Analysis
In terms of store sales performance, the sales of Haier's self-operated flagship store on JD.com and Midea's self-operated official flagship store on JD.com are relatively high. In the second quarter of sales, the sales of both stores exceeded 1 billion yuan. The sales of JD.com's self-operated flagship store of Rongsheng refrigerator freezer are second only to the above two stores, and the sales in Q2 exceeded 800 million yuan. In addition, JD.com's self-operated flagship stores of brands such as Meiling, Siemens, TCL, Casarte, Xiaomi and Konka also performed well.
*The data comes from Whale Staff - Shop Ranking Analysis
With product updates and changes in industrial structure, large-capacity, multi-temperature zone, high-end and intelligent refrigerators have gradually become the mainstream of the market and are favored by consumers. For example, Haier's "478-liter frost-free frequency conversion four-door three-speed temperature-variable ultra-thin ultra-large-capacity refrigerator" sold nearly 23,000 pieces in Q2, with sales reaching 90 million; The sales volume of "ultra-thin frost-free household refrigerator" exceeded 25,000, and the sales volume exceeded 75 million.
*The data comes from Staff Whale - Analysis of Hot Selling Commodities
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