The epidemic has stimulated people’s demand for food storage, and the sales of freezers and large volume refrigerators have benefited from it.
In order to nip in the bud, a resident of Hangzhou, although he already had a double door refrigerator at home, quickly placed an order last weekend. For less than 1000 yuan, he bought a 103 liter freezer on the online e-commerce platform and prepared to put it on the balcony for storage.
“The sales of refrigerators and freezers are obviously driven by hoarding.” Peng Xiandong, general manager of GfK zhongyikang large household appliances division, told the first financial reporter that the impact of this round of epidemic on household appliances is relatively obvious. In China’s offline channels, the sales of major household appliances fell significantly in March this year. For example, the retail volume of offline TV decreased by 41% year-on-year, the air conditioner decreased by 43%, but the refrigerator decreased by 27% and the freezer decreased by only 17%. The sales of refrigerators and freezers are obviously better than other products.
The first financial reporter saw from the data compass of AVC, another research organization, that the online sales of freezers and refrigerators in China increased in March this year, while the online sales of color TV sets, air conditioners, washing machines and clothes dryers all increased negatively in the same period, and the online sales of washing machines and clothes dryers also increased significantly. In March, the online sales of refrigerators increased by 1.89% year-on-year, and the online sales of freezers increased by 6.83% year-on-year.
After Shanghai began to strengthen the sealing and control at the end of March and early April, Guangzhou also strengthened the sealing and control measures this weekend (the weekend of the second week of April), stopped offline courses for primary and secondary school students this week (the third week of April), and closed kindergartens Suning.Com Co.Ltd(002024) Guangzhou company told the first financial reporter that from April 7 to 9, Suning.Com Co.Ltd(002024) the sales of refrigerators and freezers in Guangzhou, Foshan, Zhaoqing, Yunfu, Shaoguan and Qingyuan increased by 156% year-on-year.
The relevant person of Gome retail Guangzhou regional branch told the first financial reporter that from April 9 to 10, the sales of refrigerators and washing machines of Gome Guangzhou increased by 133% year-on-year. According to the data of GOME stores, Tianhe District, Haizhu District and Liwan District have the most orders, and high-end models sell better than usual. It coincides with the promotion of health refrigeration Festival, and the epidemic situation also has a boosting effect.
On April 11, jd.com disclosed the refrigerator order data of nearly a week to the first financial reporter. The top five provinces were Guangdong, Shandong, Sichuan, Jiangsu and Zhejiang; The top five cities are Beijing, Guangzhou, Chengdu, Chongqing and Shenzhen. Functional types such as large capacity, ultra-thin, sterilization and odor purification, and partitioned storage are favored by more consumers. Household freezers, vertical freezers and ice bars become the “second refrigerator” for more families as the storage supplement of refrigerators.
According to Wang Debao, director of the marketing department of Changhong Meiling Co.Ltd(000521) China ice washing marketing department, told the first finance and economics reporter that in the epidemic area, consumers have increased demand for food storage, including large storage, long-term fresh-keeping storage, etc., which will stimulate the sales of household refrigerators (small refrigerators and household refrigerators below 220 liters) and large refrigerators; In addition, recently, the consumer search popularity of “vertical freezers” has risen rapidly, reflecting the increasing demand of consumers for vertical freezers.
A relevant person from another well-known white household appliance enterprise said that at present, no obvious trend has been seen. Last year’s freezer products were indeed stimulated by the demand brought by hoarding, with a large growth, but there is still no significant change in the market this year.
According to zhongyikang’s statistics provided by Haier to the first financial reporter for the 12th week (March 14-20), the proportions of multi door 501550 liters, multi door 451500 liters, multi door 551600 liters and multi door 601650 liters are 16.7%, 12.7%, 10.6% and 7.4% respectively. Large volume refrigerators are popular; A 600 liter full space fresh-keeping refrigerator is the best to sell.
The first financial reporter noticed in Guangzhou that on the past Saturday (April 9), nearby residents snapped up more vegetables and meat, so that some supermarkets sold out of vegetables and meat at noon that day. Relevant departments in Guangzhou quickly increased the supply of vegetables, meat and other food. On April 10, the rush buying behavior weakened, and some neighbors went downstairs in the evening to buy a handful of fresh vegetables. Retail enterprises have also actively guaranteed supply. For example, Jingdong supermarket launched an emergency mechanism to strengthen the stock in Guangzhou. Rice flour, grain and oil can meet the 24-day purchase demand.
