MOTHERS DAY BOOKLET – Refrigerator: its name is evolution
by Leda Cavalcanti
Although 98.1% of Brazilian households have a refrigerator, the product continues to be aspirational, due to the novelties in technology, features, energy efficiency and more affordable prices, factors that make it one of the favorites of the white line. Premium products in the category are expected to be stable in 2021, according to research firm GfK.
Given the importance of Mother’s Day, LG will work on several fronts. “We will carry out actions at points of sale, online and offline communication and shopping guides, among others. Our intention is that sons and daughters think of their mothers with the best gifts,” says Rodrygo Silveira, product manager for the company’s white line. “Dates like Mother’s Day have a significant increase in sales in all lines, and the refrigerator is not left out,” says Cristiane Clausen, general manager at Philco.
Seasonal dates are always good times for retail sales, and this year will be no different. “This is when the public looks for options of all kinds of products to give as gifts or even to exchange an old one, due to the special purchase conditions, whether offers or better installment options, for example,” says Ricardo Tavares, senior product manager in the home appliances division at Samsung Brazil.
Sustainability
Refrigerators are becoming more and more sustainable and more energy-efficient, helping to reduce household appliance waste and energy and water consumption, says Caio Cavalheiro Madeira Marques, general product manager at Panasonic Brazil. “Sustainability is one of our main pillars. To contribute more to the environment, we do market research to develop solutions that meet needs and value well-being.”
Durable goods, refrigerators usually stay in homes for a long time. “The Brazilian consumer tends to change their refrigerator within seven to 10 years of use. Because of this, it is essential that the choice of product is made consciously. It must meet the needs and always value quality,” says Renata Dirickson, category manager at Electrolux.
Mother’s Day is one of the main sales periods of the year, says André Kliemann, home appliance product manager at Midea. “Usually, double-digit percentage growth is observed when comparing May sales with those made in April. In 2021, in the side by side and French door market (+3 doors), we saw a 25% growth in sales in volume of parts. It is an essential item; it is turned on 24 hours a day. That’s why we are concerned about double energy consumption, having models classified in the most economical range.”
Following are the highlights for retail.
ELECTROLUX
Highlights the Electrolux Top Freezer Frost Free Efficient Black Inox Look refrigerator with Autosense (IF56B), technology that controls temperature automatically. It has the Inverter technology, which saves up to 45% energy, and the Hortinatura drawer that preserves the freshness of fruits and vegetables for twice as long. Another product is the Frost Free 579 liters and three multi-doors (DM84X). It has a differentiated design, high manufacturing standards, multiple functionalities, and Fast Adapt shelves, to store food in an intelligent way.
With the Continental brand, it presents the Silver Frost Free Duplex(TC56S), with a 472-liter capacity and reversible shelves, including in the freezer. It has a differentiated design. Its 126-liter freezer, robust and flexible, allows to store and organize food in a simple and fast way. It also has an ergonomic and integrated handle, and it is very easy to clean.
Electrolux Top Freezer Frost Free Efficient Black Inox Look refrigerator with Autosense (IF56B) – Suggested price in February 7, 2022: R$ 5.899,99.
Continental Silver Frost Free Duplex (TC56S) – Suggested price in February 7, 2022: R$ 4.279,99.
LG
Introduces the Smart LG French Door with Instaview Door-in-Door™ and the Smart LG Side by Side Inverter 601 liters with IceWater & System™ and LG ThinQ®. The former has quick and easy access to the most consumable products. Simply double-tap the glass panel for the internal light to turn on and show the inside of the compartment. It has cutting-edge technologies that help save energy and reduce the loss of cold air by up to 41%, ensuring better food preservation. Another exclusive technology from LG present in the refrigerator is the HygieneFresh+, which eliminates up to 99.99% of bacteria with the filter located inside the product.
The Smart LG Side by Side Inverter 601 liters with IceWater & System™ provides pure, filtered ice and water. It has two doors (the one on the left is a freezer), storage and organization options, extra spaces for smaller items, a retractable shelf for bottles and a Slim Space Plus™ ice machine, built into the door. Artificial intelligence is present in most of the brand’s devices, allowing its ecosystem to communicate with each other via smartphone application. The products have a Linear Inverter compressor, with a 10-year warranty, which saves up to 33% of energy.
Smart LG French Door com Instaview Door-in-Door™ – Suggested price in February 7, 2022: R$ 19.999,00.
Smart LG Side by Side Inverter 601 liters with IceWater & System™ and LG ThinQ® –Suggested price in February 7, 2022: R$ 11.499,00.
MIDEA
It has two releases to date. The Midea Side by Side refrigerator has a 184-liter freezer, two drawers, five shelves in the door and three inside. Economical, has an A+++ rating and saves up to 32% energy. It has a double fruit and vegetable drawer, which allows for better food organization, in addition to a touch panel, which facilitates handling, glass shelves, for greater stability of cans and bottles, and an ice twister, which provides easy and fast ice.
Another product is the Midea French Door Inverterquattro refrigerator, which has faster cooling, energy-saving technology and Dual Cooling System, a system of two evaporator units that prevent the mixing of odors from the refrigerator and freezer. The metallic cover inside the product allows quick temperature recovery, preserving the food. It has a carbon filter with a platinum layer (Platinum Fresh), which removes odors from the refrigerator. Its 136-liter freezer has six drawers, with a flex box, for drinks and dairy products. It has LED lighting on the refrigerator and touch panel.
French Door 482L refrigerator – Suggested price in January 28, 2022: R$ 6.999,00.
Side by Side 528L refrigerator – Suggested price in January 28, 2022: R$ 6.699,00.
PANASONIC
In the white line category, highlights for the date, its BB71 Black Glass refrigerators, in black glass and brushed steel, and the BT43 Titanium, its most recent launch, with technologies focused on consumer needs and that save up to 45% of energy. Both models have differentials such as the Inverter motor, which controls the power of the compressor and keeps it running, ensuring lower energy consumption, faster cooling and better food preservation. It’s quieter.
The devices also have the SmartSense function, which monitors consumer usage on a daily basis and works according to the household routine. This is thanks to the sensors installed in the doors, the light (internal and external) and the temperature. Both technologies help to save energy. It has a differentiated electronic panel and bold design.
BB71 Black Glass – Suggested price in January 31, 2022: R$ 7.299,00.
BT43 Titanium – Suggested price in January 31, 2022: R$ 4.199,00.
PHILCO
Its two main highlights for Mother’s Day are the PRF533I refrigerator and the PRF505TI refrigerator. Both have an EcoInverter compressor, which makes them much more economical and quieter, stainless-steel finish and A+++ energy rating, the most efficient available on the market today.
The PRF533I is a Side by Side model, with side-by-side doors, has a capacity of 437 liters and a super discreet handle. The PRF505TI has 408 liters and a freezer on top of the refrigerator, like the traditional models, but with a stainless-steel finish, which makes it different.
SAMSUNG
Highlights two products. One is the two-door French Door Twin Cooling Plus™ RF49, which meets the A+++ rating of Inmetro’s new labeling. It is one of the most economical, saves up to 50% energy with the Digital Inverter compressor, which has a 10-year warranty. It has a dispenser on the door, an ice maker and a lower drawer for the freezer. The differential is the Twin Cooling Plus technology – it prevents the cold and dry air from the freezer from coming into contact with the food in the fridge due to independent fans. This ensures greater internal humidity (up to 70%) and prevents odors from mixing between the freezer and the fridge.
The other model is the Evolution RT46 with POWERvolt technology, which allows the refrigerator to work on outlets at 110 V and 220 V and is more resistant to power surges because it has a voltage variation that ranges from 90 V to 310 V. the number 1 in energy efficiency in its category, it has the A+++ seal, compressor with Digital Inverter technology and features such as the All-around Cooling system, which cools all compartments equally through several air outlets, in addition to the Power Cool button, which injects cold air into the refrigerator, allowing you to quickly freeze and chill food and drinks.
French Door Twin Cooling Plus™ RF49 – Suggested price in February 10, 2022: R$ 9.999,00.
Evolution RT46 – Suggested price in February 10, 2022: R$ 4.399,00.
Source: Revista Eletrolar News Edição #147
