2014年“十一”黄金周,大概是过去十余年来家电业最清淡的节日。在这个需求寡淡的节日里,空调的大规模价格战(详见本刊P.14)吸引了业界的眼球,但事实上,卖场里真正放出“震撼低价”的是冰箱——售价低于3500元的一线品牌对开门冰箱。用必然亏损的价格发起高端机型的价格战,是2014年中国冰箱行业持续低迷的注脚。当行业的寒冬与企业的转型并存,真正考验企业实力的时期已经到来。行业下滑,颓势难阻 2014 “Eleventh” Golden Week is probably the lightest festival of home appliance industry in the past ten years or so. In this modest demand festival, the large-scale price war of air-conditioners (see article P.14) drew the attention of the industry, but in fact, the real release in the store was “shocking low price” The price of less than 3,500 yuan brand refrigerator door. Initiating a price war for high-end models at an inevitable loss is the footnote for the continuing downturn in China’s refrigerator industry in 2014. When the winter industry and the coexistence of business transformation, the real test of the strength of the enterprise has come. Industry decline, hard-edged