In the cold year of 2017, the production and sales scale of China's air-conditioning industry both hit a historical high driven by multiple positive factors such as hot weather. However, monitoring by third-party data companies showed that sales and sales of Chunlan air-conditioner, once dominant in the air-conditioning industry, Situation is now facing the gradual fade out of front-line market risk.
For Chunlan air conditioning 'awkward report card', the reporter repeatedly called Chunlan air conditioning official website announced the office phone, but as of press release, the phone has no answer, while in recent years to 'decline' Chunlan air conditioners, the industry repeatedly mentioned Blindly enter the diversified business strategy of policy failure.
Sales, overall performance behind
As the dominant air conditioner industry in the past, Chunlan brand market share in the late 90s of last century was as high as 40%, so that the Gree, the United States far behind, but after the blind diversification, Chunlan has become the decline of China's home appliance business Typical.According to media reports, in 2005, Chunlan shares appeared for the first time since the listing in 1994, loss; 2014, Chunlan annual sales of only 160,000 units / sets, down 62.79%; 2015 annual report shows that its main air-conditioning Sales of 158 million yuan, down 53.00%.
Into 2017 cold year market, Chunlan sales still did not restore the decline, China Net technology from third-party monitoring data company learned that 2017 cold brand sales statistics, Chunlan air conditioner sales fell 12.7% year on year, sales fell 11%.
In the Lynx flagship store, Chunlan (on) and Gree (China), the United States (below), the difference between the three fixed-frequency air-conditioning sales significantly
From the online sales channels, China Net technology reporter noted that Lynx flagship store, for example, sales of air-conditioning Chunlan bleak, the average monthly sales of only a few types of air-conditioning only a total of more than 10 units, and Gree, Midea and other brands nearly million units sold Can not be compared, and Oaks, Chigo also have an average of thousands of units sold, even over a few million individual products.
From the performance point of view, Chunlan compared with friends, but also reflect the fact that its sales are not good.According to the earnings report, the first three quarters of this year Gree revenue of 110.875 billion yuan, an increase of 34.51%; US group revenue of 1869.49 billion yuan , An increase of 60.64%; Chunlan shares revenue of only 439 million yuan over the same period.
Orville cloud home air-conditioning research manager Wang Yongtao on China Network Technology said: 'Chunlan air-conditioning market share has indeed continued to decline in recent years, at least in first-tier cities has been difficult to see Chunlan figure.' But Wang Yongtao pointed out that the current mainstream air-conditioning brands have an independent core Technology, and has become the core competitiveness of enterprises, Chunlan want to break through the siege is very difficult, but as a traditional air conditioning brand, still maintain a certain manufacturing capacity.
Offending dealers business blocked
Chunlan air conditioning to retreat front-line team reasons, the industry divergent opinions.Liu Buchen appliance industry veteran told China Science and Technology Network interview: 'diversification must grasp the rhythm and intensity, too much hair will hurt the main industry, which is the decline of Chunlan air conditioning The main reason.
In addition to air conditioning, Chunlan's business also covers new energy, finance and investment, machinery manufacturing, real estate, hotels and commerce, etc. Hotels and real estate still sell for air conditioners, but financial and investment, New energy or even machinery manufacturing and air conditioning industry is completely unrelated.
However, some sources also pointed out that Chunlan's air-conditioning market was blocked, which was related to the 'offended' dealership of that year, resulting in a plan to establish a national sales store. Wang Yongtao pointed out that air-conditioning enterprises such as Gree and Midea all developed diversified businesses, market.
Wang Yongtao said, 'Gree mobile phone is to build a smart home strategic layout, and Chunlan diversified businesses have been involved in the field of non-home appliances, air-conditioning main business will share the opportunity to develop the original Chunlan doing offline marketing did not do well The distribution of the interests of distributors, but also make Chunlan failed to maintain its position as one of the leading industry leader.
Forced to turn to second and third tier markets
At present, almost out of the front-line market Chunlan air conditioning has turned to the second and third tier markets in the future.China Net Technology noted that in the external announcement, Chunlan think that due to higher concentration of air-conditioning industry, second and third tier brands to highlight the difficulty of encirclement, affecting the company's business recovery The development of progress.At the market level, has focused on the layout of the county, city area and the development of the agency customers and is expected to achieve sustained profitability.Wang Yongtao told China.com.cn reporter, air conditioning industry has gradually formed a certain awareness and reputation , The possibility of Chunlan back to the front line has been slim, instead of layout of second and third tier cities or save the chance of survival.
However, looking at the entire air-conditioning market, Chunlan turned to second and third tier cities is not the only way.Open news shows that there are many white-electric companies, such as Changhong, TCL and other air-conditioning business production line also do ODM (original designer) supplier services. Month, millet released CM full DC inverter air conditioner, the manufacturer is Changhong OEM, and good reputation.And from the enterprise level, has long been pointed out that TCL has started to get involved in the ODM business, and for the Samsung, Panasonic, on behalf of Workers for their production of television products, but also achieved good results.
When a reporter talked about Chunlan transition air conditioner brand suppliers can usher in a turning point when Wang Yongtao believes that from the industry point of view, to do a lot of ODM air conditioning business enterprises, and take the 'brand + supplier' strategy, Chunlan can do very Good business reference.