Looking back at the first three quarters of 2017, hot retail sales and soaring domestic shipments led to the continuous expansion of production capacity by a number of brands, leaving the air-conditioning industry very hot. In the fourth quarter of 2017, Third quarter of the same situation? Then we come together to unveil the fourth quarter of 2017 market veil.
Size: The fourth quarter, the market size began to shrink substantially
According to the retail survey data of the Central U.K. Line for the next week, the retail and retail sales volumes of the offline air conditioners increased -2.7% and 1.4% YoY respectively in the 40-51 weeks in 2017. Compared to 1-39 weeks in 2017, In the next quarter, the offline market in the fourth quarter of 2017 started to cool down with the volume of retail sales and retail sales under the air conditioner market going up by 7.6% and 15.9% respectively over the same period of the previous year. The phenomenon of inflection point was very clear.
According to the retail survey conducted by China Well Days Line, the retail and retail sales volumes of online air conditioners increased by 88.7% and 108.7% YoY respectively in the 40-51 weeks in 2017. In contrast, January 1-39 Weekly, on-line air conditioner market, the volume of retail sales and retail volume rose 96.3% and 123.7% respectively. Can be seen in the fourth quarter of 2017 online market growth is shrinking, and this is still based on more and more dealers Starting from the fact that the online market picks up, it can be said that the online market is not as optimistic as the data shows.
To sum up, either online or offline, scale gains are beginning to shrink.The impact of real estate cooling began to show from the air conditioning industry, 2018 market structure is not optimistic.
Product Structure: The trend of market upgrade continues, online upgrade potential is huge
Under the air conditioner market product structure upgrade trend continues unabated, inverter, energy-efficient, intelligent, self-cleaning is still advancing.According to the next week retail sales monitoring data show that in 2017 40-51 weeks, the line The retail volume of inverter air conditioners under the market reached 75.6%, up by 1.5% over the same period of last year. The share of retail sales of APFs in the first, second and third levels accounted for 46.0%, 20.0% and 33.7% respectively, , Representing an increase of 17.0%, -10.2% and -6.7% respectively as compared with the same period of last year. The level of embezzlement of Level 2 and Level 3 in the APF was obvious. The share of retail sales in the overall offline market reached 33.3%, up from the same period of last year 4.2%; self-cleaning retail market share accounted for 14.4% of the total offline market, an increase of 6.2% over the same period last year.
According to the retail survey data of Zhongyou Line in the week-end, the retail market share of online market for inverter air conditioners reached 49.4% in 40-51 in 2017, an increase of 1.8% as compared with the same period of previous year. The first, second, The share of total retail volume in the third-tier of the total frequency conversion online market reached 22.5%, 20.1% and 57.3% respectively, up 13.9%, -2.8% and -11.0% respectively over the same period of last year; the retail sales of intelligent online market Share of 53.1%, an increase of 10.8% over the same period last year; self-cleaning retail market share of the overall online market share of 10.5%, an increase of 8.6% over the same period last year.
Overall, with the market online and offline channel division of labor, in the past few years, the main line of the low-end online, under the main high-line become potential consensus.However, with the online market development, online consumer habits gradually developed , Is the online market will always be low-end paradise? I think the answer is no, although the trend of online product features is to follow the line, but from the sales performance point of view, the time difference is being gradually reduced and because of online Poor product structure, structural upgrading potential is enormous, an online product structure upgrade storm is coming.