An air-conditioning company's CEOs, the recent period of time gave me a few days to send a micro-channel, these micro-channel content is what he saw the recent emergence of a new brand of air conditioning.All the world appeared a new brand, In the air conditioning industry in the past year is nothing new, and even many people in the industry are beginning to feel numb.

The market blowout in the two consecutive annual peak seasons has fully demonstrated the huge demand space and short-term game opportunities in the domestic air conditioner market. However, the market demand for large household appliances represented by refrigerators, washing machines and color TVs has stagnated in the past few years. More importantly, the high pricing strategy of the leading brands represented by Gree, Midea and Haier in product sales provides superiority to the survival and development of small and medium-sized brands and the birth of new brands The industrial ecological environment.

However, in the off-season stage of 2018 industry shipments are still maintained year-on-year growth trend, the emergence of a large number of new air-conditioning brand, it does not mean that the domestic market is full of flowers.In the past six months, China's air-conditioning industry capacity investment and brand The number of increase, but to further intensify the contradiction between supply and demand.The emerging behind the new brand is the air conditioning industry to the current stage of the catalytic out of a variety of chaos.

First of all, the 'edge ball' brand clusters to some extent disrupted the brand order of the domestic air-conditioning market.Many consumers may not know that the air-conditioning they bought in the past 'foreign brands' is not a real foreign brand by In the simplified Chinese and English LOGO, adjust to move closer to the foreign brand image, the current air-conditioning industry has become a brand new collective behavior, Panasonic, Sanyo, Samsung, Siemens is a small group of imitation of the focus groups .2017 all Panasonic 'Bound Edge' brand sales total size, more than the real Panasonic air conditioning sales.

Foreign brands suffer the brunt of the damage, but the real damage is the consumer users. Foreign brands in the domestic market has a natural brand competitive advantage, which is why the 'edge ball' brand is not a direct consequence of the commonplace simple brand image imitation, Many small brands in the terminal has a strong competitive edge, because a large number of consumer users is difficult to identify the true and false of foreign brands.

Second, the existence of a large area of ​​product risks will affect the healthy development of air-conditioning industry.The brand can be confusing audio-visual, but many brands of products difficult to achieve the same with foreign brands 'genuine.' I understand that a large number of small brand air conditioning products , Basically fail to meet the national energy efficiency rating standards, in order to pursue cost advantages, energy efficiency virtual standard has become a common phenomenon within the industry within a small brand group.Even if it has its own production line of small manufacturers, in the implementation of energy efficiency rating policy Not completely regulated.

Moreover, most small and medium brands do not have independent testing room, development platform (not to mention R & D system) and after-sales service system, is entirely dependent on OEM and social resources to promote their own product sales .For the long-term development of enterprises and brand There is no detailed plan for construction. What is pursued is a short-term profit-taking. Such opportunity-oriented survival and development mode can also have a devastating effect on industrial ecology.

Now, the mode of operation of light assets with the mode of OEM and ODM cut into the air-conditioning industry is not going to adversely affect the industry and the market itself. However, most small and new brands lack product development, upgrading and R & D Ability, and then amplified the negative impact of OEM, ODM methods.

Hegel said that there is a reasonable that the air conditioning industry right now so many new brands, but also because of the market and channels for these brands have abundant resources needs However, the proliferation of these phenomena the greater the existence of the longer the time, consumer users Of the benefits it is difficult to get enough protection, and ultimately damage the entire air-conditioning industry's sustainable development.