Before the buzzing domestic air-conditioning market entered April, it was quietly undergoing new changes. Compared to the continuous growth of previous shipments, many air-conditioning companies began to turn their heads downward during the month. Terminal retail and engineering machines The sluggish sales have caused most of the large shipments of the previous period to be converted into the inventory of the channel. Although the air-conditioning industry has always had the traditional approach of filling the channels with water before the peak season, the stocks will be discussed at the current time. We can't avoid the suspicion of ignoring people's anxiety; but now the stock of more than 40 million units is too large, and these products are sufficient to cope with the outbreak of market demand in the later period. The stock market that once appeared last year is unlikely to show up again in 2018.
The reduction in platoon production is not a positive signal, but it is a rational behavior, which can relieve some of the inventory pressure that is still growing. Of course, not all brands have weakened the growth of shipping scale. Gree and Oaks and other brands still have strong production schedules. The market's own rhythm of differentiation in the year 2018 brought about a phased differentiation in the brand pattern. This is also a phenomenon that will inevitably occur in the dynamic process of market competition.
The format of the channel industry is also in a differentiated cycle. Gree, Midea, Haier, Aux, and other brands have reached strategic cooperation with JD.com, Tmall.com, and E-commerce. The on-line steps are also on the way to the full embrace of the current situation. The factory's commitment and the e-commerce's own bonus release make online the dominant commercial terminal in the air-conditioning channel structure. It is like the Oaks' growth rate reached five in Jingdong in the first quarter. As many times, the space for the e-commerce platform to continue upward is still huge.
Of course, there are a large number of product wholesales in online sales that have been transferred to offline channels or terminals. Compared to e-commerce, offline channels are plagued with difficulties. In the most recent period, the author’s several channel providers’ WeChat group , Product wholesale information suddenly more up, which reflects the other side of the offline business in the near future the market is very heavy.
This year's changes in the domestic sales market are also clear-cut. In addition to the explosive expansion of the e-commerce platform that has been promoted by companies, healthy air-conditioning with product self-cleaning as the core is becoming a dominant category. Haier, Midea, Oaks, etc. have applied innovative technologies and functions in this respect. In addition, the wide rise in refrigerant prices has driven down the share of shipments of environmentally-friendly products, while the raw material costs have remained high and the products themselves are competing. The intensification of the degree is driving the further expansion of the production and sales scale of energy-efficient air conditioners. The replacement trend of household central air-conditioners for traditional home-use products is still strong, which will also be an increase in production and sales pressure in the home appliance market over a longer period of time. aspect.
Changes in some areas, countries and regions, policies, plans, environments, and situations will inevitably affect air-conditioning. For example, the introduction of a new plan in Hainan will make this regional market face optimistic and broad prospects in the future; For another example, the increasingly fierce Sino-US trade friction will cast a shadow on overseas sales of air-conditioning products and the globalization of enterprises. The differentiation in product sales in the region, non-market-oriented factors will often be at specific times. Segment plays a direct and crucial role.
The differentiation of products, brands, channels, regions, etc. is the result of the combination of supply and demand in the competitive strategy of enterprises and the sporadic elements of the external environment. In terms of the evolution of the domestic market itself, the market in the peak season of 2018 is full of The worst result of the change is that, even if the weather has experienced a prolonged period of high-temperature sweltering and humid weather, the terminal demand still does not have enough blowout prices.
Perhaps, the whole industry needs a more rational way to deal with the ups and downs of the market trend.
