If the peace is always calm, the air-conditioning market is no longer the air-conditioning market. With the advent of summer, it means that the traditional peak season of the air-conditioning industry has been quietly yet. However, this year's air-conditioning industry is an abnormal situation. Recently, the upstream financial - Chongqing Business Daily The reporter visited the market and learned that Air Georgi announced that '5.20 City Grab Gree' had opened a promotional show. On the two days of 5.19~5.20, Gree introduced 7.7 to purchase 200,000 sets of special air-conditioners. Subsequently, Midea Group has 50 years of US-based group. For reasons of celebration, 500,000 sets of air conditioners were launched from 5.18 to 5.20, and the price was as low as 70 percent. Several air-conditioning companies such as Oaks and Haier also followed suit.
'Market phenomenon'
Air-conditioning breaks down to a thousand dollars Price war 'returned from the lake'
On May 18th, the upstream financial-Chongqing Business Daily reporter visited the market and saw that the promotional posters within the Suning store in Nanping can be seen everywhere: 'Pre-stored 20 times over, 999 yuan special air-conditioner crazy grab, central air-conditioning 0 yuan Seiko installation, bracket Free '. It is reported that the air conditioning, Suning 999 yuan ultra-low explosive air-conditioning will put 10,000 units.
Almost at the same time, Gome Chongqing stores can be seen everywhere '5.20 city grab Gree, as low as 7.7 fold, only 2 days' promotion board. Midea air-conditioning area is also affixed with '500,000 sets of air-conditioning, the price is as low as 7% off' Promotional message.
In addition to the direct price drop, the air-conditioner purchase machine can also send on-hook. If you buy Gree I statue, I respect II series of cabinet machine, send 1.2P frequency U platinum hook (silk red); purchase Hisense X-Kin machine, add 399 yuan Send 1.2P level energy efficiency goddess hang up.
As the three major 'overlords' of the air-conditioning industry, Gree, Midea, Haier have thrown out great efforts to promote sales, Hisense, Oakes, TCL and other brands have followed suit, and individual brands played a 'promotion more than 30% discount' campaign.
In addition to price strangling, Suning launched trade-in replacement, 30-day replacement and 365-day replacement, delivery and synchronization, late payment and compensation, buy expensive compensation, etc. Gome provides a remote installation fee within 20 km, free bracket, free This machine is equipped with Fluorine Charge and other air conditioning 'eight free' installation services.
Behind the promotional list 'Falling Sky', an unconventional air-conditioning 'price war' is in full swing.
'Price reason'
'Off-season pressure goods' logic air-conditioning inventory again broke 40 million sets
Upstream Finance—Chongqing Commercial News reporter noted that from the perspective of the upstream of the industry chain, copper, plastic and other raw materials accounted for 90% of the cost structure of home appliance companies, prices are rising, among which, the copper index rose up to 30.9% , Labor costs, logistics costs, storage costs, etc. are also growing rapidly. This can be said to be worse for the home appliance industry where profits are already thin.
The high cost, and when the air-conditioning sales season, why the major businesses are contrarian promotion? Insiders said that the huge inventory has been formed is undoubtedly the head of the air conditioning industry Damocles sword.
'In the final analysis, it is still a huge amount of inventory.' Ovid cloud network related person analysis, the latest data released by Ovid cloud network shows that domestic air conditioning inventory has reached 37 million units, at the end of March exceeded 40 million units.
More than 40 million sets of inventory is what concept? According to industry statistics, this is the total domestic sales for nearly a year, which means that the industry will no longer produce, 40 million units to the end of the sales season this year are difficult to digest.
At the same time, AVC data also showed that in January-February 2018, air-conditioning retail sales totaled 12.6 billion yuan, a year-on-year decrease of 4.0%, and retail volume of 3.2 million units was down 11.7% year-on-year. Declining momentum caused the overall market volume to rise, but the retail sales in Q1 fell by 17% compared to the same period of last year. The average price of the industry dropped significantly compared with the previous month. This means that the rebound in sales was only in exchange for sales promotion. Through policy subsidies such as 'returning from the month, returning from the quarter, returning from the year', the air conditioner dealers will be encouraged to 'eat policies for stocking'.
A dealer who declined to be named stated that the air-conditioning industry has always been an 'off-season pressure cargo' marketing model, and air-conditioning manufacturers intend to lock the market and businesses ahead of schedule in the off-season by pressing goods, so that they can achieve the goal in peak season. Mass sales. However, once the expected peak season has not yet arrived, the terminal will not be able to sell, and the funds will have become inventory.
Analyst Liu Long, an analyst with Zhong Yekang, said that in the first three quarters of 2017, the summer weather was hot, retail sales were booming, and domestic sales soared. Several brands actively expanded their production capacity, but in the fourth quarter, there was an inflection point. The air-conditioning market was hot. Turn cold.
Industry insiders believe that under the influence of multiple factors such as overdraft demand, real estate purchase restriction policies, and raw material prices, the industry will enter the shift period in 2018, the oligarch trend will become more apparent, and the 'price war' will become more frequent.
'Trend influence'
Air-conditioning industry faces reshuffle This year will enter the adjustment period
The development of the home appliance industry seems to have a reincarnation. Reviewing the air-conditioning industry's price war is the most 'crazy' period around 2003. By that time, the air-conditioner of 999 RMB was full. In 2000, there were about 400 air-conditioner brands in China. , Brand melee, princes competing for hegemony, but also makes a serious excess air-conditioning capacity at that time. In order to seize market share and digest inventory, Gree, the United States led air-conditioning brand from 2000 officially opened the 'blood industry' price war curtain.
In 2003, the number of air-conditioning brands dropped to about 140. In 2004, the number of active brands in the market was only about 50. In 2009, this figure was reduced to 29, and after 2012, only 10 brands can hear the sound. In 10 years, the elimination rate of air-conditioning brands reached more than 90%.
However, due to the favorable air-conditioning market in recent years, many investors have come back. Such as Skyworth, Konka and other TV brands have also announced cross-border, air-conditioning products to fill in the short board of the overall appliance. The industry has a rough estimate, 2018 The brand of the air-conditioning industry returned to 10 years ago, and the brand has returned to 200.
Insiders, once the market is bearish, Gree, Midea and other giants are likely to once again start a more 'bloody' price war.
'The air-conditioning industry may become the second color TV industry. The price war will reduce the price of nearly 1,000 yuan, will make the air-conditioning profits become lower and lower. Some small and medium-sized companies that may be ineffective may be eliminated.' Household appliance industry observer Liu Buchen said.
Although many home air conditioners also usher in an eight-year new season, according to statistics, there are 126 million home-built split air conditioners in the country that need to be renewed. However, analysts still believe that the air-conditioning industry is not optimistic this year.
Zhong Yi Kang predicts that although air-conditioning replacement rate will reach 58.7% in 2018, the air-conditioner market will experience a 5.0% year-on-year decline in retail sales, and retail sales will reach 189 billion yuan. For the downturn, Peng Yi, deputy general manager of Zhongye Times Said: 'First of all, the air-conditioning market will not enjoy the dividends of the real estate market in 2018. From the data of the National Bureau of Statistics, the area of real estate sales in the month of October last year has started to be negative year-on-year. This will negatively affect the market. At the same time, the industry boom in the past two years has harvested a large number of new popular demand in the low-end market ahead of schedule, which will lead to a decrease in the newly-increased demand in 2018. In addition, the weather in the past two years was hot and a third storm occurred. The probability of hot weather is extremely low. '
'Responses'
Focus on the smart air-conditioning market Upgrade products to explore new growth points
Liu Buchen said that the healthy development of the air-conditioning industry depends on the industry's harmony. The air-conditioning industry is fighting the price war. This is not only unfavorable for manufacturers to fully withdraw funds, but also has adverse effects on R&D production of air conditioners. Frequent price war will only trap air-conditioning operators. Muddy. In the long run, dealers, especially agents, will hurt their interests. At the same time, they will overdraw the purchasing power of consumers and cut back on the profit margins of businesses.
However, fortunately, many air-conditioning companies have accelerated their transformation and upgrading, focusing on frequency conversion, energy efficiency, intelligence, and health.
For example, Midea’s recently released Skywalker series, Comfort Star series, Smart King Cabinet series and other new air-conditioner products are all featured in smart. Haier Group opened its doors in the cold winter of 2018 and also focused on new products in the 'smart' and ' Self-cleaning' Two fields; TCL air conditioning also said that the 2018 main push new product is to adjust the structure around the smart high-end, supplemented by health functions.
In fact, the sales volume of smart air conditioners has also increased significantly in recent years, and it has gradually occupied the mainstream market. According to data from the National Information Center, the market size of smart air conditioners has accounted for 20% of the total, and sales accounted for nearly 25%. In 2017, sales of smart air conditioners listed accounted for about 80% of sales, and the upward trend continued.