The May 1st market situation has always been one of the indicators of the air-conditioning industry. It is highly valued by manufacturers and will be accompanied by abundant resources to capture market share and boost enthusiasm. According to the prediction of Yikang in third-party data institutions, the May 1st air-conditioning market in 2018 ( From April 2 to May 6, the overall retail sales increased by 5.0% year-on-year, retail sales increased by 8.8%, and the growth rate came from online and offline sales.
The increase continued to decline, positive factors still exist
Although China Yikang Data predicts that there will still be room for growth this May, but in the third quarter of 2017, which will have a significant impact on the hot weather factors, the air conditioner market growth will show a significant decline from the first quarter of 2017 to the first quarter of 2018. situation.
Some segments of the market have turned from previous growth to decline. Only the online segment and the tertiary and tertiary markets have maintained a good growth rate. Therefore, since 2018, air-conditioning brands have taken measures to continue to increase e-commerce investment, and through villages , Jingdong Bang and other channels sank the township market to make up for the sluggish sales.
Source: Zhong Yikang
Before the start of the air-conditioning peak season, some media reports pointed out that the current channel inventory will not fall below 40 million units. In 2018, many new and emerging brands will go into business. What worries people in the industry is that the companies at the edge of the border have adopted low-price strategies. Some products even have It is difficult to meet national energy efficiency standards, exacerbating the intense market competition in the peak season, and even affecting the healthy growth of the industry.
According to the data analysis of Zhongyikang, although the market is not optimistic, there are still three positive factors to boost the market this May. First, the consumer spending is relatively active. According to the data from the National Bureau of Statistics, the retail sales of social consumer goods increased from January to February. 9.7%, the growth rate was 0.2 percentage point higher than that of the same period of last year. Second, most of the region's spring arrival time was ahead of schedule and warmed up quickly. This prompted the air conditioning sales rhythm to advance. China Weather Network News, At the end of March, the impact of cold air in the north is drawing to a close In most parts of the country, the maximum temperature is around 20°C, and Huanghuai is approaching 30°C. Third, last year China's real estate in the third and fourth-tier markets was booming. Based on the lag time of real estate and air-conditioner sales, it will promote air-conditioner sales demand in the three-fourth market this year.
Online platform advances force and the battle situation is fully upgraded
Zhong Yikang predicts that the volume of online retail sales of 51 air-conditioner products will increase by 55.6% and 75.1% this year, while the retail sales volume of offline products will increase by -6.1% and -2.0%.
In the past, five major power stores were large-scale chain stores, and regional store sales dominated. With the rapid increase in the proportion of air conditioners online, the e-commerce platform began to move from simple online sales to two-line integration, with the help of an increasingly sophisticated logistics system and strong manufacturing capabilities. Festival ability to start the battle in advance.
On March 28th, Suning Tesco took the lead in stirring up the e-commerce rivers and lakes in 2018 and started the 418 shopping festival. It was dedicated to creating the annual home appliance 3C double 11 carnival. This year 418, Suning proposed a brand new concept: New electric life In order to provide users with a new concept of electrical life, Suning Tesco needs to transform from an electrical appliance retailer to a quality service provider, providing quality products, quality services, and quality of life through a variety of online and offline Internet consumption scenarios.
Suning Tesco also developed a new set of basic services for the consumer electronics 3C consumer market: 30365 + 46 service + two-line seven days no reason to return, that is, 30 days return, 365 days replacement, commodity range includes large appliances And life appliances, etc., and 46 services cover shopping, O2O services, distribution, after-sales, customer service, return, green sharing and other seven links. Suning Tesco proposes 3 years of basic freight does not increase prices, this year's 418 period, will There are four basic commitments, that is, you will pay for the loss and you will lose it later.
Prior to this, on March 20th, JD.com held a strategy conference in 2018, announcing that it will serve the home appliance industry with four strategies: empowerment, service, channel and marketing. This will push the home appliance industry into a new era of unbounded retail. , All the products sold by JD.com self-operated and third-party platforms will be displayed in the only official flagship store. The online and offline stores of the home appliance brand will be fully connected and integrated to realize products, users, services, and data. And sales maximization.
In March and April, brands including Gree Air-Conditioning, Haier, and Oaks Air-Conditioned joined the Jingdong Super Brand Day. Oaks's Cheung Yuet, Smart Moon, Allure and other new models or star models have fully joined the promotion. Haier brings its refrigerator, washing machine , Air conditioners, TVs, Water heaters, Kitchen appliances, Refrigerators, Dishwashers and other categories, where the refrigerator offers up to 2,000 yuan, buy Haier set will receive a Haier maternal and child air purifier, 3D smart theater and other gifts.
Compared with the e-commerce field, the offline agents are cautious on May 1st this year. An agent of a mainstream air-conditioning brand in Anhui believes that the current channel inventory, as well as the low-end terminal retail market performance, whether it is low Price or smart new products are very difficult for consumers to quickly save money, after all, air conditioning is a seasonal product, the level of temperature is the key factor.
An appliance dealer from Shijiazhuang said that in fact, the promotion methods for May Day each year have not changed much. There is no change in medicine. In addition to various traditional holidays, e-commerce festivals, and brand days, there are constant discounts throughout the year. Consumers do not have to focus on buying air-conditioners in May. The lure of the May 1st Golden Week has been greatly reduced.
In general, however, the market size of the 51 air conditioner market will show a slight increase this year, and the product structure will be further enhanced. The rapid growth of mid- to high-end products will continue to increase the proportion of smart air conditioners.
