Domestic air-conditioning industry has been almost two decades as busy this year, not extraordinary, and not because a large number of brands to enter the market, before a few years before nearly 100 ODM, OEM brand in the domestic market to find a living space for development; and Because many of them through the large-scale manufacturing base construction and independent brand promotion of air conditioning industry to invest.

The air-conditioning market, once riddled with corridors, has attracted a large amount of channel resources and external capital into the air-conditioner market due to the blowout in the peak season and the relative downturn in the refrigerator, washing machine and television industries during the previous two years. , This is just one of the reasons why the air conditioning industry set off a turbulent brand into the tide.

Air conditioning market is indeed there is a wealth of opportunities, upgrading, 45 market from a family to a multi-machine machine gradually progressive, product restructuring, etc. However, these so-called opportunities are common to all brands, Not necessarily will be able to directly into the brand new into the market space.China's air conditioning industry development history a little people who remember that in the domestic market 20 years ago the scale of incremental development stage is precisely a shuffle stage, A large number of brands and businesses down in front of the opportunity.

Seemingly thriving market phenomenon is often a poison, any bustling scene is a fait accompli history, the continuation of the sales situation is often more difficult than the creation of a booming market more difficult.Positive businesses and capital understand that market demand Focus on the release of large-scale production and marketing in the promotion of upward at the same time, the latter incremental resources become increasingly scarce.

Even in the coming year, the market demand is still abundant, and even the blowout situation will occur again in the later peak season, the situation of collective prosperity of air conditioning industry is not bound to appear.All manufacturers need a preeminence in the face of the huge demand space for a good day Conditions, and this condition is the air conditioning industry for a large number of small and medium brands in terms of the real opportunity.

This condition is Gree, the United States, Haier represented by the dominant brand of high pricing, high demand for high-margin, leading the brand higher pricing strategy, the air-conditioning industry to maintain the ecological environment is very advantageous, but also to follow-up brand retained enough Teng move space.

On the one hand, with a strong market control ability, the leading brands maintain the overall price level of the domestic air-conditioner market at a high level; on the other hand, almost all of these large-scale home appliance enterprises are actively promoting the structural upgrading of product structure and effectively cultivating the user's Consumer habits and product awareness.In this situation, small and medium brands can easily adjust their own products, prices and channel system.In the short term, the dominant brand of high profit expectations will not be a big change, the capital market for them also have However, this does not mean that their pricing strategy is immutable. The dynamic evolution of the market determines that enterprises will adopt different methods of competition in different stages and environments.

Opportunity-oriented is not a brand healthy and sustainable development model, but in a certain period of time is conducive to some companies in the market to achieve rapid progress, the long-term business continuity is still the product of the diligently sought-after, a consistent technological innovation, and channels Market order management in an orderly, user-driven unwavering commitment.

Any form of opportunity-oriented model will only bring about short-term effects for the air conditioning industry has a long-term desire of businesses and brands, the moment should make full use of such opportunities, and constantly consolidate its own research and marketing base. As long as the opportunity is difficult Guarantee to become a long-term phenomenon, not to mention, after entering the freezing year 2018, the domestic air-conditioning terminal market retail is not satisfactory, the stock will continue to pile up high before and after next year, all enterprises adjust the domestic market competition strategy.