This year’s peak sales season of refrigeration appliances is earlier than in previous years.
According to zhongyikang data, from April 18 to April 24, the sales volume of freezers in the offline market in Beijing was 832, with a sales volume of 1.416 million yuan, a year-on-year increase of 232% and 178% respectively. The reporter of Securities Daily learned that on April 25, the sales of refrigerated appliances such as freezers in some retail stores surged by more than 400%.
At present, Gome, Volkswagen, Suning and other retail giants have increased the supply of refrigerated household appliances such as freezers. White power suppliers are also urgently allocating the best-selling models, and the enterprise plans to moderately increase production capacity. It is generally believed in the industry that the surge in demand for freezers is only a short-term effect.
refrigeration appliance sales soared
The sudden growth in sales of home appliances such as local freezers has left major retailers in a “busy” state. In this regard, a relevant person of Gome told reporters: “the sales of refrigerators, refrigerators and other refrigeration appliances of Gome’s large and medium-sized appliances in Beijing surged on April 25, an increase of more than 400% over the previous day. At the same time, there is a large general demand for health appliances.” It is reported that Beijing Gome and Dazhong Electric Appliances urgently transferred nearly 10000 fresh-keeping and refrigeration appliances from foreign branches to ensure market supply. At the same time, offline stores will extend business hours in combination with the actual situation.
According to the sales data of Gome and Dazhong Electric appliances in Beijing, since the outbreak of this round of epidemic, the demand for emergency household appliances of Beijing residents has surged, the demand for local freezers, refrigerators and other products has surged, and the sales of refrigerators and freezers with a capacity of more than 300 liters have increased by 59%.
Meanwhile, it is reported that Beijing Suning.Com Co.Ltd(002024) also urgently prepared 5000 freezers in order to fully ensure market supply. On April 24 alone, the sales volume of Suning.Com Co.Ltd(002024) Wuxi Online Offline Communication Information Technology Co.Ltd(300959) freezers in Beijing exceeded 300 units, equivalent to the sales volume in a normal month. Carrefour stores in Beijing have started the dynamic ordering mode.
Under the enthusiasm of the consumer market, some mainstream models of freezers are out of stock. On an e-commerce platform, several popular models of freezers are out of stock. Relevant customer service said that due to the hot sales of freezers in Beijing and the shortage of some models of products, the sales department is contacting the logistics for replenishment as soon as possible, and the replenishment is expected to be completed in 1-2 weeks.
In fact, since April, the sales volume of refrigeration products has entered the rising channel in advance, but the price of freezers has not changed much. According to the monitoring data of Aowei cloud network, from the 14th to 16th weeks of this year (March 28 to April 17), the online and offline refrigerators increased by 33.2% and 18.0% respectively. The online market of freezers showed a situation of multi-point flowering, and the sales volume of main categories increased, including the sales volume of small freezers and vertical freezers increased by 59.0% and 171.8% respectively. In terms of price, the average online market price of freezers decreased by 8.4%, and the average offline market price increased by 3.1%.
“At present, the sales of freezers are booming, mainly due to the repeated epidemic and the outbreak of consumer demand for purchasing materials. It is expected that the prices of freezers and other household appliances will rise slightly due to the rise of costs in the second half of the year, but there will be no sharp fluctuation.” Wang Hongji, general manager of zhongyikang white power business department, told the reporter of Securities Daily.
is it only a short-term effect
“The sharp rise in freezer sales is only a short-term phenomenon at present.” Zhang Jianfeng, Executive Deputy Secretary General of China household appliance business association, believes that.
However, although the booming sales of freezers is a stress phenomenon in the consumer market under the influence of the epidemic, it is also related to the rapid development of industries such as fresh takeout distribution and frozen prefabricated vegetables in the long run. At the same time, due to entering the stock market, the refrigerator and freezer industry has been upgrading its route in recent years, expanding its capacity and developing into a “small cold storage” for families.
He Jinming, vice president of ovicloud, said in an interview with Securities Daily: “It is expected that the sales volume of freezers and refrigerators in the whole year may exceed expectations. The development momentum of freezers is good, the commercial use scenarios are constantly derived, and the demand for refrigeration and refrigeration is increasing. Demand scenarios such as express cabinets, intelligent selling cabinets, vaccine biopharmaceutical, cold chain logistics front small warehouses and so on bring a lot of market space, which is expected to drive the overall sales volume of the industry into the growth channel. However, due to the rapid rise of costs, the operation quality of enterprises is also facing challenges.”
Wang Hongji believes that with the change of people’s consumption concept caused by the epidemic, more and more families will gradually consider the freezer as the second refrigerator at home, which will play a positive role in promoting the long-term development of the freezer in the future. The establishment of a complete supply chain and flexible production capacity and the layout in diversified fields such as biomedicine can enable enterprises to drive their performance into a long cycle of growth through short-term effects.
He Jinming suggested that “enterprises should use the May day window to reserve product sources, organize effective marketing activities, and appropriately adjust the structure of products and production capacity. Due to the characteristics of household use scenarios, the demand for freezers is changing from traditional commercial horizontal large volume products to double temperature containers and vertical containers.”
He believes that maintaining a high degree of sensitivity to the market requires enterprises to have fewer market levels and chains at the sales end. At the same time, enterprises should maintain reasonable safety inventory for core parts, raw materials and products. Safety inventory is the most powerful weapon to obtain market opportunities under accidental factors. In addition, enterprises should have capacity flexibility under flexible manufacturing capacity to improve the operation efficiency of supply chain.
