Refrigerators have entered a new stage, why has Rong Sheng been able to seize the opportunity again and again?

[House Secret]In 2023, my country’s refrigerator market finally got rid of the downward trend and ushered in signs of recovery. According to total data from AVC, the retail sales of the refrigerator market will reach 133.3 billion yuan in 2023, a year-on-year increase of 7.0%, and the retail volume will reach 38.31 million units, a year-on-year increase of 1.5%.

Looking at the leopard, the positive data allows us to clearly understand the “whole picture” of the current refrigerator market: after five years of upgrading and change, the industry has entered the final stage of structural upgrading and is showing signs of recovery as a whole. On the other hand, more companies have to stop and start to reflect on whether the current products, models, channel structures, etc. can still remain competitive in this new stage.

Drucker once said that the greatest danger in turbulent times is not the turmoil itself, but still doing things with the logic of the past.

Therefore, the turbulence of the past few years is more like a new opportunity for refrigerator companies that have insight into industry trends and changes.

Resolve “homogenization” and use independent innovation to lead the pace of refrigerator upgrades

Today, for most families, the value of a refrigerator as a home appliance is always important. Because every family has food storage needs, but it is precisely because of its indispensable nature that the refrigerator ownership rate continues to increase. Data show that as of 2021, the number of refrigerators owned by 100 households in my country is 103.9, of which 104.2 are owned by urban households, and 103.5 are owned by rural households. The number of refrigerators owned by 100 households has exceeded 100.

At the same time, as a food storage appliance, the “core technology” of refrigerators is still preservation technology, but at present, the industry’s innovations in preservation technology are also becoming homogeneous. The market has fully entered the stock era, and the lack of innovation in core technologies has posed challenges for industry companies to find or even create increments in the stock market.

But no matter in any period, innovation is always the core of competition in the home appliance market. Design innovation, experience innovation, technological innovation… Innovations that respect the objective laws of development and have insight into market trends and industry characteristics can all help manufacturers in the future. Grasping more advantages in the process of market changes is also the underlying logic of Rongsheng Refrigerator’s continuous innovation.

Since 1983, Rongsheng successfully rolled off my country’s first refrigerator, ending my country’s reliance on imports of double-door refrigerators, and Rongsheng has gradually emerged in the refrigerator market. Since then, Rongsheng Refrigerator has paid more and more attention to the importance of innovation. Since the beginning of the establishment of the factory, it has systematically selected employees to study in major universities and training centers, and also invited experts from Xi’an Jiaotong University, Guangdong Agricultural Machinery Research Institute, etc. to the factory to teach expertise.

It is precisely by virtue of continuous improvement of product quality and technology that Rongsheng refrigerators have gradually grown and spread all over the country to meet the needs of consumers. However, this is only the beginning. Rongsheng Refrigerator, which has gained a firm foothold, closely follows the trend of low-carbon and environmental protection in the global market, lays out a full-process, efficient and energy-saving production and operation model in advance, and has embarked on a path of green development.

Entering the 21st century, Rongsheng refrigerators have repeatedly set new records for daily average power consumption of energy-saving refrigerators: 0.48 degrees, 0.42 degrees, 0.35 degrees, 0.28 degrees, 0.25 degrees… The continuously decreasing numbers have made Rongsheng refrigerators famous in the domestic market and given them a reputation. Its confidence to compete with global refrigerator brands.

In addition to consolidating the hard power of product hardware and optimizing in aspects such as energy conservation and environmental protection, as consumer demand in the new era escalates, Rongsheng’s product concept has also been gradually upgraded, and it has begun to continuously explore freshness preservation technology. At the same time, people’s requirements for refrigerators are no longer just “practical”. In addition to energy consumption, function and volume, appearance has also become the focus of many users’ purchase.

Therefore, Rongsheng, which has always been “user-oriented and resonates with user needs”, not only focuses on health and freshness, but also puts forward higher requirements in terms of appearance that users care about.

In terms of freshness preservation technology, Rongsheng has launched the WILL series of refrigerators, which simulate the ecological environment of plant growth and create a freshness preservation formula of Water + Ion + Light = Life, allowing ingredients to grow in the refrigerator. It can also achieve “continuous growth for up to 7 days” when stored.

Subsequent iterations of the WILL2.0 and WILL3.0 series of products have further extended the depth of freshness preservation, achieving functions such as efficient sterilization and odor removal in dual-zone freezing and refrigeration, -31°C cryogenic freshness locking, and full-space AI negative ion sterilization and purification. Whether it’s deep-sea salmon, precious medicinal materials or beauty and skin care products that need to be refrigerated, you can find your own exclusive storage space.

In terms of appearance, Rongsheng aims at the trend of home integration and improves the appearance of refrigerators from multiple aspects of materials, technology and craftsmanship, and launches a variety of flat-mounted refrigerators with a body thickness of 600 mm to meet the international home standard depth, truly Achieve “no protrusion on the front, no gaps on the sides, and no waste of space” so that the refrigerator can be flushly embedded in the cabinet.

Nowadays, built-in refrigerators have become the key direction of the refrigerator industry. According to the “2023 “Home Life” Trend White Paper” released by Aowei Cloud Network, built-in refrigerators lead other categories with a growth rate of 22%, becoming The most popular new category of home appliances.

The design that is full of both appearance and practicality is the key to Rongsheng refrigerators standing out from many refrigerator brands over the years. It is now leading the development of built-in refrigerators because of its keen insight into users’ pain points and profound technology accumulation.

In fact, looking back at the development history of the home appliance industry, it is not difficult to find that every time the industry’s growth peaks, some companies will try to transform by giving up low-margin products. Some companies engage in price wars and are willing to shed blood to gain market share, but there are also companies. Even when the development of the industry was hindered, it still did not give up cultivating its internal strength, and ultimately led the industry to a distant future through all-round innovation. Rong Sheng is like this. By accurately understanding consumer needs, we create products that are sincere in design style, specific functions and pricing.

Rongsheng refrigerator leads the “embedded” apocalypse

The beauty advantage is only the first step to attract consumers. What really makes a difference is the product’s unimaginable storage capacity, powerful insurance capabilities, intelligent experience and a series of innovations. In the end, it all falls from functionality to user reputation. Over time, this has transformed into the brand power of Rongsheng refrigerators in public perception, allowing consumers to think of Ronsheng refrigerators immediately when buying refrigerators.

Nowadays, the concept of built-in refrigerators is surrounded by wolves, and Rong Sheng is fully prepared – appearance design, functional experience, ingenious details, affordable pricing, and service system are all thinking ahead of the industry and implementing it one step ahead. The story of the birth of a new king of the refrigerator category is right in front of you.

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