The construction of large, medium, and small cold storage facilities in China has seen constant investment and completion of news. Cold storage construction will greatly increase the domestic food safety factor and increase people's market demand for fresh fruit and vegetable products. The company produces cooling fan evaporator equipment for cold storage refrigeration. Different types of chiller equipment are provided according to different specifications of cold storage. What is the brand distribution of the cold storage equipment for cold storage in the Chinese market? How are international and domestic brands competing?
Market share presents "two lows"
In general, we can divide the chiller market into high-end, mid-end, and low-end markets. The distribution of domestic chillers is quite unique, with high-end and low-end shares being common, and the mid-end share being dominant, which belongs to the mainstream market. This distribution is more in line with domestic development status.
Correspondingly, most international brands as well as individual domestic companies are mostly engaged in high-end markets. The product structure and price system are at peak positions. In recent years, the development of high-end markets has gradually matured, and the demand and occupancy rate has been steadily increasing. Promotion; some international brands and domestic brands have stabilized the mid-range market, the mid-end products are of better quality and the prices are relatively cheaper; there are also a small number of small manufacturers that share the low-end market.
In addition, insiders feedback that at present, international brands account for 15% of the domestic market, domestic brands account for 50%, and general manufacturers account for about 35%. Overall, the share of domestic brands is as high as 85%, and it is the domestic manufacturers that have played a decisive role in the change of the Chinese market. Moreover, the domestic market is highly inclusive and changing. There are more and more customers who pay attention to the product itself. Many companies believe that this is a good thing. Although the product price is higher, but according to the service life, it is more economical for the customer. More money and maintenance, as well as replacement time; for enterprises, continuous strengthening of technology can meet long-term development.
Domestic and foreign brands have their own advantages At present, the Chinese market brings together a number of international and domestic chiller brands. GEA, Alfa Laval, Yateng, LU-VE Kangdat, Eastbourne, Dongluoyang, Merlot, Gaoxiang, Beifeng, Keweili, etc.
In contrast, international brands rely on long-term accumulation and have performed well in terms of product performance, technology research and development. GEA staff told the reporter: “As the leading brand of global chillers, we will continue to adhere to the principle of high quality, insist on training and improvement of customers, patiently nurture customers and cultivate markets. We believe that in the highly competitive Chinese market, Ultimately, it will inevitably lead to survival of the fittest, so we have full confidence in continuously improving our market share in China while serving our customers."
Specifically, international brands have strict requirements on the choice of raw materials, whether they are the size, thickness, length, thickness and material of aluminum, the number of squares, sheet metal parts, and other accessories. In addition, the technology and process, as well as quality control, international brands consider more thoughtful and more stringent implementation. Shanghai Yiteng pointed out that the air volume control is easily overlooked. If the chillers blindly increase the wind speed and volume, reduce the evaporation area of ​​the chillers, and the air volume is set unevenly, resulting in loss of water, and most of the fruits and vegetables their dry consumption (weight loss ) When it exceeds 5%, there will be a clear symbol of the decline of freshness such as withering, which will cause dealers to suffer serious economic losses when storing fruits and vegetables.
The development of domestic brands in China has certain natural advantages. The first is the adaptability of domestic brands, domestic brands are native, and the familiarity with the Chinese market environment is better than that of international brands. China has a vast land area, a large land area, and a diversity of geographical environment, cultural environment and economic environment. This differentiation is a great challenge for international brands, from cooling solutions to For the installation and use of the final product, this series of long-term processes will certainly require a lot of research effort on the differences.
Secondly, international brands have international reputation, but relative to domestic brands, such popularity may not be effectively expanded in China. In many cases, international brands may come to China and may have to reshape their influence in China. .
Third, the development of international brands in China does not necessarily apply to domestic demand. Currently, the cultivation of domestic high-end markets is not mature, and international brands tend to focus on high-end markets. The products they launch often exceed the market's own needs. The function of the product is not effectively used. On the contrary, domestic brands are more flexible and products can often capture the characteristics of consumer groups.
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