The price war for small and medium-sized brands has actually begun. Many air-conditioning companies that are not widely known have already used the aggressive price means to make room for capital. This is the direct cause of the outbreak of the price war. It is because many brands have already invented their inventory in the channel. They have to return resources at a price below the cost line. The reason for the increase in the inventory is that the terminal retail trend cannot keep up with the speed of the company's pressing.
In recent days, many air-conditioning companies have told the author that this year's domestic air-conditioning market situation is not satisfactory. In stark contrast to this, including the information display agencies of China Yikang, Ovid Cloud, Industry Online and other data monitoring agencies. Regardless of whether the volume of shipments and retail sales still maintained a year-on-year growth during the year of 2018, there was actually no contradiction between the difficulties experienced by air-conditioning companies and the growth shown by data institutions.
A direct cause of this contrast lies in the fact that the company’s demands and objectives in 2018 have a clear distance from the trend of the market itself. Continual high growth in 2016 and 2017 has boosted the company’s expectations for this year’s market, especially The long-term out-of-stock condition that emerged at this time last year allowed air-conditioning companies to expand their capacity for expansion while allowing them to expand their scale of mind for the future.
Maintaining high growth and high scale as in 2016 and 2017 is still the collective measure of the vast majority of companies this year. After two consecutive years of concentrated release of market demand, it is difficult to form a matching match with this. Air-conditioning industry channel system The expansion and business model, the change of production and sales model does bring a huge shipping space to the company, but the terminal retail growth rate is limited compared to the business goals.
Another reason that the air-conditioning market appears to be difficult is that the substitution effect of home computers is further expanding. With brands such as duct machines and variable frequency multi-connections, a brand-new rapid replacement of domestic air-conditioners in the national market is being created at an unprecedented speed. Except ordinary consumers More and more favored with home central air conditioning, a large number of engineering machine projects have begun to select such products.
Not only is the company itself making every effort to increase investment in home central air-conditioning, but also expanding its promotion. Many of the fine-tuned real estate projects, whether commercial or residential, focus their demand on variable-frequency multi-line or ducted machines. The constant escalation of living needs is driving home central air-conditioning into the homes of ordinary people. This is not good for the home air-conditioning market.
The contraction in the engineering machine market is also a difficult part of this year's air-conditioning industry. As we all know, the real estate market has been strictly regulated in the past two years, and the entire macroeconomic level has been deleveraging to regulate investment, and the real estate market and socialization of fixed assets have cooled down. The effect of this, the engineering machine market in the air-conditioning industry began to show up this year.
The scale of engineering machines in the past few years is very impressive. The sales information of these products is difficult to capture by the data monitoring agencies. Therefore, the scale of retail sales announced by the data monitoring agencies mentioned above is actually higher than the number of products on the company's products. To be small. The engineering machine market is entirely a dealer or factory functional department, led by a branch, manufacturers and dealers are very sensitive to the warm and cold of such markets.
In addition, the negative effect of the upgrading of consumer demand on the medium and small-sized brands with price-driven competition, the increasing cost pressures on air-conditioning companies and the release of production capacity and shipping pressure brought by the expansion of production capacity. And so on, are also the difficulties of this year's air conditioning industry.
The growth of demand and the correction are both normal phenomena in the development of the air-conditioning market, and are the general rules for the development of the industry. However, even in the market with poor industrial environment, there are also growing companies; even if the market has experienced explosive growth, there are also enterprises Sales decline. The current environment for the survival and development of the air-conditioning industry, more and more able to reflect the company's comprehensive competitiveness.
