I am afraid that Guangzhou Panasonic Air Conditioner Co., Ltd. did not think of itself. Japanese brands in the Chinese market will be so popular. However, it is not the Panasonic brand that is highly sought after by the air-conditioning industry's circulation channels. A large group of 'Panasonic' was created by a large number of companies in the omnipotent way. The group is known as the 'Panasonic Panasonic' in the air-conditioning industry.
Whether it is manufacturing, operating or selling the manufacturing plants of the Panasonic brand or the distribution companies, it should be clear that these are the brands of “trimming the ball”, but it is still awe-inspiring to put authentic “native products” on the Japanese-owned outerwear. What is remarkable is that many of the products of the 'Panasonic Panasonic' brand have low configuration, and there is no independent product quality control system and R&D capability. Even many products with energy efficiency levels may not be able to reach the corresponding market access threshold. The ultimate low price close to the cost line to meet the channel and market demand, and this is the basic means of 'false Panasonic' to survive.
'Pseudo Panasonic' in the channel, unscrupulous circulation in the market, brought a typical bad currency deported good currency effect to the air-conditioning industry. It not only brought a direct negative effect on Guangzhou Panasonic Air Conditioner Co., Ltd., and destroyed Panasonic in the Chinese market. The brand image has squeezed the space for survival of small and medium-sized brands; it has also destroyed the ecological environment of the industry and disrupted the normal competition and development order of the air-conditioning market.
Some of the phased characteristics of the domestic air-conditioning market in the past few years have indeed provided excellent soil for the 'false Panasonic' brand groups, especially in the long-term supply shortage situation in 2017, which has caused long-term hunger in channels and markets. , A wealth of external opportunities have made the 'Bogus Panasonic' flourish. Moreover, leading and mainstream brands have been pursuing a product structure upgrade strategy in recent years, which in turn has given rise to huge low-end market resources.
However, after entering the 2018 fiscal year, in addition to the huge channel space for shipments, the conditions for the sustainable development of the 'false Panasonic' are not as favorable as they used to be. Compared to the same period of last year, the relationship between supply and demand in the domestic market has already been reversed. Many air conditioner companies solved the problem of supply gap through capacity expansion, and the current industry's channel inventory hit a historical high in the same period.
The huge inventory of channels will further intensify the contradiction between supply and demand. Not only is there a large number of companies with similar size of 'Pseudo Panasonic', many mainstream air-conditioning brands have also increased their coverage of low-end demand, leaving the company's mainstream brand camp in a 'false way.' Panasonic's group will face a more severe competition situation.
If we say that the invisible hand of the market will autonomously redeploy the flow of demand resources, then it will play a role in the survival of the fittest. Therefore, industrial policies and laws and regulations will also clarify the industry's competitive order in a more direct way.
Without the support of a long-term brand image, the marketing model of 'False Panasonic' cannot be avoided as a short-term behavior, and the prevalence of 'false Panasonic' is also the result of a combination of various internal and external factors in the air-conditioning industry. It is only the emergence of this phenomenon. , It did not bring positive and positive promotion effect to the domestic air-conditioning market, but it distorted the circulation of market resources. From the long-term development point of view, the situation that bad coins drive out good money will not exist for a long time.
