Entering 2024, China's refrigerator market continues to stage a tragic price war, and the price of household refrigerators continues to bottom out, and even the phenomenon of "cabbage price" has appeared. Behind this phenomenon is the result of a combination of factors.
First of all, overcapacity is the main driver of the price war. In recent years, with the continuous expansion of refrigerator brand manufacturers, the market supply is far greater than the demand, resulting in a serious inventory backlog. In order to absorb inventory, brand manufacturers have to adopt price reduction strategies to attract consumers to buy. Haier, Rongsheng and other industry leaders, have not been spared from this price war. With its strong brand influence and supply chain advantages, Haier has alleviated the pressure of the price war to a certain extent, but still needs to reduce prices to maintain market share. Rongsheng pays more attention to cost performance, and provides high-quality products at lower prices through technological innovation and cost control, which further intensifies market competition.
Secondly, sluggish consumption is also an important reason for the price war. Affected by the downward pressure on the economy and the reduction of residents' income expectations, consumers are more cautious when purchasing household appliances and are more sensitive to prices. As a result, brand manufacturers face greater resistance when promoting high-end, high-profit products, and turn to price reduction promotions to stimulate consumption. In addition, with the adjustment of the real estate market, the demand for new house decoration and old house renovation has decreased, which has also suppressed the demand for household appliances such as refrigerators to a certain extent.
At the same time, although the policy-driven "trade-in" activity has brought new growth points to the refrigerator market, it has also intensified the intensity of the price war. Driven by policy, consumers are more inclined to buy cost-effective products rather than simply pursuing high-end brands. This makes brand manufacturers pay more attention to cost control and price positioning when launching new products to meet the actual needs of consumers.
The main reasons for the intensification of the refrigerator price war include overcapacity, sluggish consumption, and policy-driven "trade-in" activities. In this price war, Haier led the market with its brand influence and supply chain advantages, and Rongsheng followed closely through a cost-effective strategy. However, price wars are not a long-term solution, and brand manufacturers should pay more attention to technological innovation and product upgrades to meet the increasingly diverse needs of consumers and achieve sustainable development.
The following is an inventory of the refrigerator brands and models involved in the price war.
第一款：海尔（Haier）465升冰箱 BCD-465WGHTDE9S9 参考价：2719
Key features:
This refrigerator has excellent configuration and can be called a powerful low-consumption product. It adopts a new one-stage flexible double inverter technology, equipped with an energy-saving and environmentally friendly "core", and realizes the effect of energy saving and noise reduction through the smooth operation of the inverter compressor and inverter centrifugal fan, and the operating noise is as low as 38 decibels. In terms of design, six freezer drawers and refrigerated adjustable shelves provide flexible storage space, and the slim body design of 650mm makes it easy to integrate into any cabinet without space constraints.
In addition, the refrigerator also has a high-efficiency antibacterial and deodorization function, with an antibacterial rate of up to 99.99% and a deodorization rate of ≥95%, effectively protecting the fresh storage environment of ingredients. The 360° three-dimensional air supply design makes fruits and vegetables fresh without air drying, and enjoys a frost-free life. The LED display touch is simple and sensitive, which can easily cope with a variety of fresh storage scenarios and bring users a convenient experience.
The second model: Ronshen 465L Cross Folio Double Open BCD-465WD18FP Reference price: 2499
Key features:
This refrigerator is equipped with excellent configurations, with a slim 650mm body design, which greatly unleashes the potential of space. Refrigeration and freezing are fully purified, and ion sterilization technology is three-in-one, which can effectively remove bacteria, odor and ethylene, even if there are many ingredients, there is no need to worry about bacterial breeding. CCA ion sterilization and deodorization system protects the refrigerator in an all-round way, and copper ions can quickly decompose bacteria, remove odors, and make the storage environment fresher. Dry and wet storage design, rare fruits and vegetables lock freshness for a longer time.
The three-level variable temperature space can flexibly adjust the exclusive temperature of ingredients to meet different storage needs. 360° air-cooled circulation, keep the ingredients fresh without frost, and refrigerate the ingredients moist and juicy, locking in more nutrients. Frozen steaks are less prone to frosting, and the meat remains tender after thawing. Dual-frequency conversion first-class energy efficiency, 36dB quiet operation, both power-saving and quiet, bringing users a fresh life experience.
The third model: Midea 508L dual-system dual-cycle refrigerator BCD-508WTPZM(E) Reference price: 4600
Key features:
This refrigerator is equipped with a high-end configuration, with a dual-system and dual-cycle design, equipped with 2 fans and 2 evaporators, to achieve true clean refrigeration and freezing, and no odor transfer between each other. The high moisturizing design of the refrigerator room makes fruits and vegetables fresher, and independent refrigeration is faster. The fruit and vegetable drawer can store regular and long fruits and vegetables separately, and the fresh storage can be customized. Dry and wet storage, humidity controllable, temperature adjustable. The freezer is equipped with an inverter fan and an inverter compressor, which has an intelligent constant temperature, small temperature fluctuations, and more stable meat storage.
Three levels of variable temperature space to meet the different storage needs of fruits and vegetables, treasures, and chilled food. PST+ pure health technology, excellent purification effect, 19 minutes of rapid deodorization, deodorization rate up to 99%, and at the same time achieve 99% sterilization, BD removal, ethylene removal, comprehensive care for the health of ingredients. Intelligent dual inverter technology, energy saving, low noise, more environmentally friendly, bringing users a high-quality fresh storage experience.
Fourth: TCL ultra-thin zero embedded series 456L 456T9-UQ reference price: 2999
Key features:
This refrigerator has excellent configuration, adopts zero-distance embedded design, home integration, harmonious and beautiful, placed against the wall, 90-degree free door opening, bottom heat dissipation, seamless no ash on both sides, no cleaning. Refrigeration and freezing dual cycle air cooling to prevent cross-smell, and the cake is not stained with fishy smell. 79L wide variable temperature zone, 26 levels of temperature can be adjusted freely, and the refrigerated/frozen space can be replenished on demand, so that the fresh taste remains unchanged in all seasons. Refrigerated dry and wet storage, intelligent constant temperature and freshness; Frozen -36 °C cryogenic lock fresh, first-class cryogenic capacity.
Refrigerated multi-point ion sterilization, frozen T-fresh cold antibacterial, protect the fresh taste and nutrition of ingredients. Integrated dual-frequency conversion design, with multi-point temperature sensors, 10 times per second cooling control calculation, rapid directional cooling, constant temperature, almost no temperature fluctuations affected by food ingredients. The refrigerator room is equipped with 2 independent drawers, dry and wet are separated and stored, fruits and vegetables are retained in the wet area, and nuts and treasures are dry in the dry area. Global purification technology, sterilization and deodorization, and protection of pure space. Level 1 energy efficiency, 35dB(A) energy saving and environmental protection, power saving and quiet.
第五款：容声（Ronshen）509升 BCD-509WD18MP
Key features:
This refrigerator has excellent configuration, with independent dual systems, refrigerated and frozen ingredients without flavor, and provides 509L of fresh and clean space for fine fresh storage. The whole space is sterilized and deodorized, and it is specially equipped with a three-level temperature change function for maternal and infant storage. Blue light SPA fresh technology makes fruits and vegetables crisp and tender for a long time. Fashionable ink gray design, versatile home style. Refrigeration & Freezing two evaporators are refrigerated independently, each performing its own duties without interference, and enjoying a fresh and sweet afternoon tea.
The built-in palladium and silver ion sterilization device can efficiently decompose the odor of the refrigerator, and the copper ion can quickly decompose bacteria and remove the odor, so that the food can be eaten with peace of mind. Dry and wet can be adjusted, and dry fruits and vegetables are full of nutrition. 360° moist natural wind, moisturizing fruits and vegetables for a long time and full. Visual radar temperature sensing technology keeps the steak fresh and tender for a long time. At the same time, this refrigerator has also reached the national standard energy efficiency, 36dB low-noise operation, energy-saving, environmentally friendly and quiet.
第六款：海尔（Haier）549升四开门冰箱 BCD-549WGHTD58WV
Key features:
This refrigerator is equipped with excellent configurations, especially with three levels of temperature change, such as treasures, mother and baby, and zero degree, providing exclusive health protection for mothers and babies in one stop. Oxygen-blocking dry and wet storage design, effective water locking in wet areas, fresh fruits and vegetables for 7 days comparable to the first day; The dry area is kept dry, and the rare dry goods are nourished for 9 months. T· ABT antibacterial technology, 24-hour cruise, releases natural ions, and protects the health of the whole family. With a strong freezing power of 7.5kg/12h, 15 kg of mutton is quickly frozen.
At the same time, this refrigerator adopts dual-frequency conversion technology, which only consumes 0.93 kWh of electricity per day, and the operating noise is as low as 38 decibels, which is energy-saving, environmentally friendly and quiet. Whether in terms of health protection, freshness preservation or energy efficiency, this refrigerator has demonstrated excellent performance.