The air-conditioning industry is in danger.
On the one hand, the overall market environment is undergoing changes. From the hard-consumption stage to the new stage of competition in the stock market, the market demand tends to become saturated, and the popularization dividend disappears. On the other hand, it is deeply influenced by the logic of 'off-season goods' and air-conditioning inventory. Breaking 40 million sets, does not rule out the industry giant will launch a 'price war' to return funds.
In this new era of the market, there have been two challenges and opportunities that were not previously available.
In 2017, China's air-conditioning market retail sales and retail sales reached 57.87 million units and 19.87 billion yuan, a year-on-year growth rate of 27.4% and 32.4%, respectively. Both the production and sales volume hit a record high. And 50 million units are considered to be the ceiling of the market. After that, the industry will enter the adjustment period. According to AVC data, the total domestic air-conditioning retail sales will reach 53.13 million sets in 2018, or 5.4% year-on-year; total retail sales will be 186 billion yuan, which will decline 3.7% year-on-year. .
The stock market has made the competition among enterprises more cruel, and in the fierce competition, the high-end market has become a good medicine. At this point, Casa Di is a good example. When other brands fall into the price war, Casa Di Adhering to the high-end, Casati’s overall sales revenue increased by 41% in 2017.
Under the upgrade of consumption, users pay more attention to quality of life and are willing to spend more on products. “2017 China High-end Consumer Electronics Consumer Survey Report” shows that high-end consumer households (first-tier cities have monthly disposable household income of 30,000 More than RMB1, other cities are over RMB15,000.) Over the past six months or the past year, there have been high-end home appliance consumer experiences. Among them, 42.4% of the population are willing to purchase high-end air-conditioner air conditioners ranging from RMB 12001 to RMB 16,000.
The consumption attitude of pursuing quality life directly determines the mid-to-high-end consumption concept. Specifically, in terms of air-conditioning products, they also pay more attention to health, energy, and fashion, in addition to technology content, intelligent control, product quality, and brand awareness. According to data from the National Information Center, smart air-conditioning sales accounted for about 80% of sales in the cold year 2017, and the upward trend continues to be maintained. Consumption upgrades and new technologies have driven the selling point of upgrading user experience such as smart, voice interaction, and self-cleaning to become mainstream trends.
In fact, many air-conditioning companies have also taken note of this trend and have focused their attention on the high-end market.
The value war under consumption upgrade
In 2014, the industry's 'cleaning up' was still fresh in its memory. Gree Air-Conditons actively provoked a price war. Follow-up brands followed a large area. When the leading brother did not engage in transformation, talk about technology, change the price war, 'blood' air conditioning The industry is not an alarmist. This price war has impacted on the development trend of 'technical innovation and good products' that has been formed in the air-conditioning industry so that the entire market has been for a long time in the torment of the 'price war'.
Today, fortunately, many air-conditioning companies have abandon the price war and more focus on product transformation and upgrading.
For example, the recently released Tianxing series of the United States, the comfort star series, the intelligent king cabinet series and other air-conditioner products are all featured in the intelligentization. At the Haier Group's opening conference in the 1818 cold year, new focus was also placed on 'intelligence' and 'Self-cleaning' in two areas; TCL air conditioning also said that 2018 main push new product is to adjust the structure of the smart high-end, supplemented by health functions.
In the tide of consumer upgrading, health and high-end are becoming the main increment in the air-conditioning market. More and more consumers, no longer constrained by price, are pursuing higher-quality products that meet their own lifestyle.
According to the "China's Middle-class User Behavior Report" published by Ovie Cloud, the middle class attaches great importance to some of the quality and details of home appliance consumer products, and has very high requirements on the attributes of the products themselves, of which the quality already accounts for 61%. Accounted for 43%.
It can be seen that when the competition among air-conditioning manufacturers is transformed into a value war, it is necessary to make profits for products as well as to increase services. This is also the reason why the United States cuts into service Blue Ocean and pushes the installation services of internal and external pipe fittings.
Reunderstand the air-conditioning scene
Artificial intelligence, the rise of the Internet, made a lot of changes in the role of that cold, smoky machine.
At home, the human sensor sensed the presence of a person, the smart gateway automatically started the welcome music, activated the temperature and humidity sensor, and started work;
If the indoor temperature exceeds 28 degrees (the temperature can be set automatically), the air conditioner starts automatically to start cooling, and runs according to the preset cooling set temperature (for example, 26 degrees); if it senses no more than 10 minutes, the air conditioner is automatically turned off;
If the humidity is very high, start the air conditioner to dehumidify; reach the comfortable humidity, and automatically shut down. If the perception is beyond 10 minutes, it will automatically shut down;
If the air is too dry, start the humidifier, reach the comfortable humidity, and automatically shut down. If you feel no more than 10 minutes, it will automatically shut down;
If the air conditioner is energized, the sensor in the air conditioner detects that the home Pm2.5 exceeds the standard or the formaldehyde exceeds the standard, and automatically starts the air purifier. The preset value of the clean air quality is automatically commanded to turn off the air purifier (the cabinet has been implemented);
The door and window sensors sense that the doors and windows are open, the gateway alarms, and the air conditioners automatically shut off. If the doors and windows are closed, the air conditioner is automatically restarted. Likewise, if the human body sensor detects that there are no people in the room for more than 10 minutes, the air conditioner will automatically shut down;
When the camera senses that the child is sleeping, the quilt is kicked, the air-conditioning temperature will automatically increase to 27 degrees, and the air conditioner will run at the lowest air volume. At the same time, a vibration alarm will be sent to the mobile phone. The phone can directly view the child's sleep status;
When sleeping, the wristband senses that people are in deep sleep. Under cooling mode, the air-conditioning temperature will automatically increase to 27 degrees. When the body temperature is low, it will automatically increase to 27 degrees. When the body temperature is high, it will decrease the temperature to 25 degrees. In heating mode, air conditioning will automatically increase to 22 degrees...
Air conditioning is part of the decorative wall and is part of the aesthetics of home. In the past, people were passively receiving information from air conditioners. Now, products can actively serve consumers. Air conditioner companies are doing Functionally satisfying consumers, making air conditioners more of a part.
Technology is really the first productive force. Everything beyond imagination is slowly becoming a reality.