中國冰箱行業(yè)戰(zhàn)略報(bào)告分析英文-文庫吧資料
2025-03-12 04:56本頁面
【正文】 Haier, LG, Whirlpool, etc. Source: Zhongxi Trading Co., aaaaaa GE 1999 2023 Growth percent 250 N/A 319 211 25 aaaaaa010807BJrefrigerator KEY MNC PLAYERS ENJOY PRICE PREMIUMS IN SIDEBYSIDE REFRIGERATORS ? GE entered the market first and has the strongest brand image. It’s price is the highest ?aaaaaa’s price is 1020% lower than GE’s ?Other players’ prices are on average 10% lower than aaaaaa’s Source: Field interview。s growth in the market is rather slow Millions units, percent Refrigerator market share of major players in major cities CAGR (9800) Percent aaaaaa Haier/Kelon/Meiling Siemens/Electrolux 21 aaaaaa010807BJrefrigerator EAST, SOUTH AND SOUTHWEST CHINA SEEM TO BE THE WINNING TERRITORY FOR MNC PLAYERS * Kelon and Rongsheng bined Source: SINOMR, GfK, LIIC 100%= North China Others aaaaaa Electrolux Meiling Kelon* Haier Siemens ? Electrolux and Siemens are doing particularly well in Southwest ? Apart from Southwest, MNC players are doing better in east China and South China, relatively more affluent areas ? aaaaaa is relatively strong in East China and South China North East East China Central South South West North West Market share in major cities by geography, 2023 Million units, percent aaaaaa Haier/Kelon/Meiling Siemens/Electrolux 22 aaaaaa010807BJrefrigerator LOCAL LEADING PLAYERS ARE DOMINATING IN ALMOST ALL PRICE SEGMENTS, MNC PLAYERS TEND TO BE STRONG IN MIDTOHIGH END MARKETS * Another Kelon39。s CHANNEL STRUCTURE FOR REFRIGERATORS Source: Annual report, field interviews Rongsheng Kelon is currently exploring other channel strategies: ? Set up sales and distribution panies with distributors ? Cooperate with large retailers such as Carrefour and Guomei in product planning Kelon Retailers 1st tier distributors 95% 5% Kelon Retailers 1st tier distributors 40% 60% Kelon 18 aaaaaa010807BJrefrigerator HAIER HAS A DISTINCTIVE DISTRIBUTION APPROACH WHICH IS HEAVILY FOCUSING ON DIRECT RETAIL SALES FOR BASE AND HUB CITIES .. Source: Field interview。s FAVORITE CHOICE Source: SINOMR, GfK 100L 1210811 14132426 3330312710911108632 2100% = 1998 1999 2023 Historical market size by capacity in major cities Percent, million units 100150L 150180L 180200L 200225L 225250L 250300L 300L CAGR (0005) Percent 11 aaaaaa010807BJrefrigerator SIDEBYSIDE REFRIGERATOR MARKET WILL BE OF VERY LIMITED SIZE, DESPITE ITS HIGH GROWTH RATE RMB millions, percent 2 1 7 . 01 6 6 . 01 2 6 . 09 6 . 07 4 . 02852023 2023 2023 2023 2023 2023 CAGR (0005) Percent Key drivers Rationale or assumptions ? Living space ? Only households with kitchens over 30m2* are assumed to possibly consider sideby side refrigerators ? Household ine ? Only households with average annual ine over RMB500,000 are assumed to possibly consider sidebyside refrigerators ? Lifestyle ? Most wealthy people have maids who do grocery shopping everyday and they are not in high demand for super large refrigerators ? Price ? Drops at 2% . * Construction area Source: Zhongxi Trading Co., aaaaaa, Lufthansa Department Store, Scitech Department Store, YYSC, team analysis 3,500 4,680 6,260 8,380 11,210 15,000 Units sold Sidebyside refrigerator market size and growth Average selling price
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