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在物价飞涨的年代,用不到2500元就可以拿下一台容积超过500L的主流品牌对开门冰箱——这不是传说,而是2016年“双11”大战来临之际,冰箱战场给出的答案。自2011年下半年中国冰箱市场陷入低迷以来,需求不振的态势已经蔓延到第五个年头,中国冰箱行业的发展困局看起来越走越深。但在这业界称之为“新常态”的困局中,中国消费市场正在发生巨变,“双11”促销战中超低价对开门冰箱,正是这一变局中的一个缩影。当冰箱业的困局生变,行业的转机来临了吗?
In the era of soaring prices, with less than 2,500 yuan can win a volume of more than 500L of mainstream brands on the refrigerator - This is not a legend, but 2016 “Double 11 ” battle comes, the battlefield of the refrigerator The answer. Since the slump in China’s refrigerator market in the second half of 2011, the sluggish demand situation has spread to its fifth year, and the development of China’s refrigerator industry seems to go further and deeper. But in what the industry calls a “new normal,” the downturn in consumer markets in China is under way. The ultra-low-cost open door refrigerator in the “Double 11” marketing war is a microcosm of this changing situation. When the dilemma of the refrigerator industry has changed, the turning point of the industry is coming?