Better living standards and rising disposable incomes in China have led to a growth of the refrigeration market, particularly among young adults. In a study carried out by Taipei-based MIC (Market Intelligence & Consulting Institute) using big data analytics, refrigerator shoppers on Tmall in China were men aged between 25 and 29, followed by those aged between 30 and 34.
MIC findings further revealed that foreign brand Siemens tended to appeal to male shoppers aged between 25 and 34, with the majority living in Zhejiang, Guangdong, and Jiangsu. With three models in the top-10 bestselling foreign brands on Tmall over the research period, Siemens' strong reputation for quality and good after-sales services have been highly recognized by Chinese Internet users.
Siemens Refrigerator User Distribution by Gender & Age
Source: Tmall, compiled by MIC, November 2015
When it comes to selecting a refrigerator, Chinese Internet users tended to focus on noise level, price and refrigeration performance. This reflects the fact that price level is one of major determinant factors when Internet users purchase refrigerators online and therefore has a significant impact on the purchase decision of a refrigerator buyer in China.
To see more about this report, please visit: Brand Competition and Consumer Preference of the Chinese Refrigerator Market
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Market Intelligence & Consulting Institute (MIC), based in Taipei, Taiwan, was founded in 1987. MIC is Taiwan's premier IT industry research and consulting firm providing intelligence, in-depth analysis, and strategic consulting services on global IT product and technology trends, focusing on markets and industries in Asia-Pacific. MIC is part of the Institute for Information Industry. https://mic.iii.org.tw/english