Some time ago to look at the data, real estate sales data in the recent beginning of frequent decline in data, but the real estate hundred enterprises sales have increased significantly, especially the TOP20 of the housing enterprise sales rate is very alarming, the real estate industry concentration is an unprecedented rise. From this, it is not difficult to see how an industry's business performance, in fact, can be divorced from the fundamentals of his industry. A poor fundamentals of the industry, can also run out of a few eye-catching enterprises out. The air-conditioning market is so. According to the weekly retail monitoring data show that 2017 49-52 weeks, the air conditioner online retail sales growth rate of 4.6%, compared to 2017 1-48-week air conditioning market up to 5.3% of the retail volume growth, 2017 air-conditioning market quite a cop-out taste. As a result of the gradual downturn in real estate sales, the increase in air-conditioning has also been greatly reduced, the 2018-year air-conditioning market can not help feeling bleak.
But the market in the downturn, we found that the major air-conditioning companies have not declined, whether domestic shipments or terminal retail, are year-on-year growth. There is no doubt that the reasons for this situation is the air-conditioning industry's brand concentration increased significantly. So why is the air-conditioning industry brand concentration increased significantly? I think there are two reasons: first, the air-conditioning industry into the second half, consumer core needs from the good. Air conditioners have been popularized in China for more than 30 years, and many consumers who buy air-conditioning are no longer the first to consume, and these people know which place to use air-conditioning is good, which place is not good. In the air conditioning average price rise far away from the per capita disposable income increase, air-conditioning consumers more and more consumption of a good air-conditioning brand, good air-conditioning products. This led to two results: first, some brand-strong air-conditioning enterprises in which to benefit; second, some brands are not strong, but can often introduce a consumer core needs of the explosion of products, air-conditioning enterprises also benefit from it; Second, the major window of opportunity in the air-conditioning market is closed, such as product structure upgrades, such as the historical opportunities of online channels. The gradual disappearance of these window of opportunity, means that the industry has basically solidified the pattern, the brand has lost the opportunity to overtake the curve, which is very advantageous to the existing order of the strong, so contributed to the air-conditioning industry concentration upgrade. According to monthly data, air conditioner brand TOP3 's retail volume increased from 56.2% in 2010 to 2017 1-November to 67.5%, increasing the market share of up to 11.3%; air conditioner brand Top3-6 Retail volume share from 2010 16.3% Down to 2017 1-November 14%, down 2.2% of the market share; air conditioner brand Top6-10 's retail volume share fell from 10.8% in 2010 to 2017 1-November 9.1%, down 1.7% of the market share; The volume of retail sales of TOP10 outside the air conditioner shrank from 16.8% in 2010 to 2017 1 to 9.4% in November, down 7.4% per cent of the market. From the above data, it is not difficult to see that the Matthew effect of the air-conditioning market has been there, the strong constant strong. In the current trend of consumer upgrades and the market curve overtaking opportunities gradually closed, air-conditioning strong constant situation will be further catalytic. From here to infer, 2018 is the air conditioner industry decline year, but also is the leading air conditioner enterprise big development golden Age.