If the peace is always calm, the air conditioning market is no longer the air conditioning market, but in 2018, compared to the past there are always brilliant industry stories, this year's domestic air conditioner market is even more restless.Dia supply and demand pressure, Cost pressure, pressure of marketing assessment, etc. Conducted in every link of production and sales in the industry The strong sales in the domestic market over the past two years have raised the industry's expectations of future trends and the pace of demand release has not kept up with the short-term demands of the enterprises .
Inventory of the domestic air conditioner market is moving toward the scale of 50 million units of the evolution, if the current shipping growth rate diminished, if the current demand does not increase the speed of the outbreak, then now has 45 million units in the inventory upward again will become inevitable .
March has always been the peak season before the start of another wave of corporate receivables and channel climax to review the history of each of the annual market in March and beyond, you will understand the next three months shipping industry trend Will show what kind of pattern.Although the inventory season before the stock is somewhat unfounded, but the current level of inventory is too high.Many quantities of inventory will be the industry's emotional stimulus more agitation.
As well as prices of raw materials that have been rising in recent years are also constantly squeezing the profit margins of air-conditioning products.It is said that the upstream supply area has appeared out of stock phenomenon, even the compressor manufacturers themselves face With its lack of upstream production resources, such a gap will inevitably be transmitted downstream, resulting in a variety of pressures.
Product structure upgrade space narrowing, but the desire of enterprises in this area is still very strong, either online or offline, whether it is the traditional channels or large chain stores, air-conditioning enterprises hope that the proportion of sales of high-margin products can be further increased Macroeconomic policies also seem to be creating a good public opinion climate for such structural upgrading. Deepening supply-side reform and revealing the main social conflicts nowadays provide guidelines for the product structure to become more sophisticated.
Channel pattern and production and marketing model changes continue, Oaks approved the establishment of air-conditioning network batch, out of the avenue of change of the channel, and Dong Mingzhuo, chairman of Gree Electric opened the spring speech also talked about Gree in the channel structure adjustment or change Intention, this information is Dong Mingzhu Gree staff thousands of dollars of skyrocketing publicity flooded and few people to pay attention.
However, no matter how the channel and the mode of production and marketing move forward, there will be no obvious shift in the two main contexts.Third, the idea of getting shorter and shorter around the distance between the enterprise and the user will not change, and the other one is the terminal-oriented idea Will not change.And so that the intermediate agents and distributors increasingly embarrassed industrial status.In fact, this is not for many small and medium brands is not a bad thing, a large number of channel resources, but idle to new and cutting-edge brand has provided a huge shipping space Moreover, the traditional mode of cargo repayments was moderately relaxed in 2018, which is one of the reasons why channel inventories can hit record highs now.
A variety of emotions in the peak season will continue to ferment, no matter what the outcome of the fermentation, will be concentrated in the peak season market outbreak.A variety of pressures will continue to be transmitted before the peak season, both the conduction effect, will be in the peak season The market is concentrated test.This peak season has become an examination room, businesses in the end of 2018 change thinking, channel strategy, marketing system, business model will be re-christened.
However, in the cruel reality of the market, the result is always more important than the efforts and highlights in the process.A good season market can mask a lot of contradictions; on the contrary, the high season market does not break out and the best efforts will change in the short term Into a mirror Mizuki moon.Air conditioning industry in the production and marketing aspects of the burst of irritation, it is precisely the peak season this year there is a clear uncertainty.
