The 2020 Quality Life Consumption Insight Report shows that nearly half of users are willing to pay high prices for high-quality products. Big data from the refrigerator market also confirms this consumption trend.
Zhongyi Kang 46th week monitoring data showed that 8k+ refrigerator market, retail sales increased by 102% in the same period. The average unit price of the TOP10 best-selling refrigerator models in that week was 8,922 yuan, among which 4 models had a unit price of more than 10,000 yuan. The most expensive one, Casady ACME Aimei oxygen preservation refrigerator, had been on the list for 4 weeks.
Consumer trends: High-end fridges are on sale
"Not afraid of expensive, only buy the right", has become more and more high-end consumers consensus. According to JD.com's big data, the transaction volume of high-end home appliances increased more than 10 times year-on-year in the first 30 minutes of "Double 11" on November 11. As of 10 am, the turnover of mid - and high-end refrigerators increased by more than 3.5 times year-on-year.
This consumption trend has become more evident since the second half of this year. The monitoring data of Zhongyikang in the 21st week showed that among the TOP10 best-selling refrigerator models in that week, there was only 1 Haier refrigerator with sterilization and pure taste above 10,000 yuan. In the 32nd week, there was only one Siemens refrigerator, which featured zero degree preservation. However, from the 42nd week, refrigerators above 10,000 yuan occupied at least 4 of the TOP10 list, among which ACME Aimee oxygen preservation refrigerator made the list almost every week despite the highest unit price of more than 13,000 yuan.
It can be seen that although high-end models are more and more common on the TOP list, overall, high-end products still account for less. The continued dominance of Casati ACME refrigerator may be a revelation for the high-end refrigerator industry as a whole.
Industry inspiration: Scene experience breaking the market
From the list of refrigerators above 10,000 yuan in the second half of the year, all focus on health performance. This also confirms the opinion in the White Paper on China's Health Appliances in 2020:92% of consumers pay special attention to health performance when buying home appliances.
So, among the many high-end refrigerators with similar functions, how did the Casati ACME make the list for four weeks in a row? The answer is simple: this refrigerator meets high-end users' needs for a scene-oriented approach to healthy eating and kitchen aesthetics.
Specifically, ACME Refrigerator is no longer limited to the storage of fresh ingredients, but around the user needs to bring customized smart kitchen scene solutions. The refrigerator can match different storage modes for different scenarios, such as daily storage, mass storage, and users going out, and periodically remind the storage time. Original MSA oxygen control preservation technology, but also can realize the food ingredients for 7 days without loss of nutrition. The built-in intelligent induction system and TFT screen also enhance the human-computer interaction experience.
In addition, ACME refrigerator design at the beginning of the consideration of high-end family kitchen aesthetic needs, with 0.47 square meters of floor area to achieve 500L fresh storage capacity, further improve the utilization of kitchen space.
Visible, high-end refrigerators can not only rely on hardware, only in-depth insight into user needs, advance layout, in order to seize the opportunity to fill the vacancy in the market segment. When high-end users are no longer concerned about price and hardware, the brand side should also timely adapt to the situation. To master the market direction, not only depends on the TOP list, but also depends on user demand.
