168.2 billion yuan in 2017 Lynx 'double 11' of this transaction data once again set a record high, including air-conditioning products is also a bright spot frequently.Gree and beauty in the day sales have exceeded 1 billion yuan, Oaks Air Conditioning The data also climbed to more than 800 million yuan, Lynx 'double 11' interpretation of the power of online business model.

Prior to this on November 3, the United States in all major cities across the country under the system launched a large-scale brand promotion day, although the United States did not give the campaign on the sales data to give a large area of ​​publicity, but the author Understand that this year's Midea Brand Day activities are still very fruitful, sales revenue, product mix have been further improved.

In fact, not only the United States, a large number of brands are using their own offline terminals to expand sales.Despite the rampant movement of online business platform at the same time, the factory through a strong brand traction and business channel resource integration capabilities, but also to create Another form of offline business.

Shipments from the factory situation, production, domestic sales and export markets remained high in November, this year's peak retail sales blowout to the commercial channels accumulated rich resources, and retained a huge store goods space. More importantly, the channel's stockpile enthusiasm has obviously been boosted once again after two consecutive years of explosive growth. Optimism and even a slight expansion have become the mainstream sentiments of traditional channel operators.

However, gorgeous 'double 11' sales data and the retail market in the air conditioning market sluggish sluggish retail in stark contrast, the domestic market, air-conditioning retail performance in the past month in overall unsatisfactory, shipping Behind the continued high growth in volume is the increasing stock of channel inventory, for the air-conditioning manufacturers, there is no more frustrating thing than this, but fortunately, the peak season next year, there is still the hope of a blowout.

In fact, this is also the only sustenance in the domestic market in 2018. One of the main contradictions in the current air-conditioning industry is the asymmetry between the ever-increasing scale demands of manufacturers and the uncertain market demand .For two consecutive years, the high-growth market , Enhances the manufacturer's expectation for the future scale development, but the release of market demand may not be able to keep pace with the goal of large-scale manufacturers.

The development of the domestic air conditioner market has not deviated from the manufacturers' cognition, even if it has experienced two years of big market, it just pushed the historical base to a higher level.As the leaping growth in 2016 and 2017, the total market In the frequent ups and downs return to the balance.

Compared with 2017, the domestic air conditioner market in 2018, it is really no more positive factors can be found in. 2017 is all the good elements in a time period focused on the outbreak, derived from the positive out After that, it is the disadvantage factor.

Into the 2018 domestic market growth in shipments, not the full release of the market demand to bring the incremental space, but a large number of channel resources to the influx of air conditioning industry, led to an increase in shipments in November of production and sales This is especially true in the 'Double 11' and corporate brand day events, which are well sought after by the industry and also show from another side that the online commerce has become the main way to stimulate the market, both online and offline Are based on a purely market-based approach to investing their own resources.