July 2012 China Refrigerator Market Analysis Report

Product: BCD-215KJZF Haier Refrigerator Brand Pattern: Haier's leading edge is obvious In July 2012, the Chinese refrigerator market brand awareness changes little, Haier continues to lead, Siemens and Meiling maintain the runner-up and second runner-up respectively, and the ratio of US and Panasonic is rising. Samsung dropped two. From the point of view of product features, large-volume products are getting more and more attention from consumers, and three-door products have widened the gap with double-door products. The Internet Consumer Research Center ZDC sums up the data of China's refrigerator market operation in July 2012 for comprehensive analysis:

Report Highlights • Brand Concern: With less change in brand awareness, Haier continues to lead with a focus of 37.0%, and Siemens and Meiling maintain the second and third place respectively.

• Product focus: Large-volume products are getting more and more attention from consumers; three-door products have widened the distance from double-door products; the proportion of products concerned in more than 3,000 yuan has exceeded 50%.

• Case study: Siemens is concerned that the proportion is gradually higher, and its three-door product attention ratio is higher than the overall market level, but the number of Haier's commercial products is far ahead.

First, the brand focus on the pattern • Haier's leading edge is clearly July 2012, China's refrigerator market, Haier continued to lead with 37.0% of the attention ratio, but the proportion of concerns continued to fall slightly for two consecutive months. Siemens and Meiling maintained the positions of the runners-up and the runner-up respectively, with the proportion of attention being 15.8% and 14.4%, respectively. It is worth noting that Meiling's position in the third place has continued to rise for three consecutive months, and the popularity has grown.

• US and Panasonic rose in the rankings of refrigerator brands in this month's market, and the top four remained unchanged. The ratio of concern of the United States and Matsushita increased slightly, and the number of attentions rose by one. In July, they ranked fifth and sixth respectively. Samsung's attention ratio has slightly decreased, and the proportion of attention has dropped by two and ranked seventh. It can be seen that the competition among the three brands is fierce, and the rest of the brands remain in place.

(Table) Ranking of Concern about China's Refrigerator Market Concerns in June 2012-July 2012 Ranking June 2012 July 2012

Ranking June 2012 July 2012 Brand Concern Ratio Brand Concern 1 Haier 39.60% Haier 37.00% 2 Siemens 14.40% Siemens 15.80% 3 Meiling 6.40% Meiling 7.60% 4 Rongsheng 5.00% Rongsheng 5.00% 5 Samsung 4.40%   ↑1 4.50% 6 Beautiful 4.30% Panasonic   ↑1 4.30% 7 Panasonic 4.10% Samsung   ↓2 4.10% 8 LG 4.00% LG 4.00% 9 Hisense 3.60% Hisense 3.60% 10 New Flying 3.10% New Flying 3.10% — Other 11.10% Other 11.00%
Model: Haier takes up six seats Second, product focus (1) Product model • Haier BCD-215KJZF most popular From a single product point of view, this month's most popular refrigerator product is Haier BCD-215KJZF, its single product attention The rate was 3.7%. The product with a double door opening capacity of 215L was sold for 2,499 yuan, which was within the mainstream price segment.



(Chart) July 2012 China refrigerator market attention to the proportion of different types of product distribution • Single product concern list Haier accounted for six seats in the single most popular consumer product rankings, Haier occupied six seats, and the top three by Haier Taken, it can be seen that its leading advantage is more obvious. Among the six Haier products on the list, there are three types of three-door and two-door products. It is worth mentioning that the single product Haier BCD-186KB, which is ranked third, is only priced at 1,399 yuan, and its price/performance ratio is excellent.