The domestic air-conditioning market is still in the peak season. It depends on the weather. From May to August each year, the weather has become a barometer of the air-conditioning industry. In the past one or two months, the South China market has exploded due to prolonged hot weather. The wave of hot climax, some brands also appeared in this area out of stock phenomenon. North China market is also slightly better under the stimulation of the weather, while the market performance in the southwest, Central China region is difficult to highlight, the East China market is still not Warm and not fire.
When the market in South China and North China tends to be good, some people in the industry have already decided that 2018 will be another growth year. However, according to the author's understanding, if the East China market does not show sufficient growth during the peak season this year, then domestic air-conditioning in 2018 will be sufficient. The overall market size is also difficult to rise year-on-year.
The East China region includes Jiangsu, Zhejiang, Shanghai, Anhui, and other markets. The scale of these markets in recent years has been very impressive. The scale of Jiangsu and Zhejiang are stable at over 10 billion yuan. According to statistics, the overall shipping scale of the 2017 East China market At about 54 billion yuan, this figure does not include the inventory of an agency or branch of an enterprise. Generally speaking, the ratio of the East China region to the demand of the national market is close to one third.
Due to the level of economic development, infrastructure construction, consumer purchasing power, etc., the product structure and average price level of the regional air-conditioning market in East China are also ahead of other regions. The proportion of variable frequency machines and the sales of mid- to high-end products are relatively large. The east China region is also relatively fragmented. In other markets, some of the fading foreign brands are located in the East China market. In addition to well-known large-scale home appliance companies, a large number of small and medium-sized brands also have ample room for survival and development in East China.
In terms of the distribution of business forms, the channel and terminal structure in East China are also relatively abundant. In addition to specialized channels that have long been rooted in various local markets, large home appliance chains represented by Suning and Wuxing have formed a solid foundation in East China. , Five Stars all put their terminal stores down to the third-tier market. Local stores have also done a good job. The sales of e-commerce companies that have become the industry's mainstream business platform in East China are huge, not to mention, Tmall's headquarters itself. In East China.
None of the brands will treat the East China region as a strategic market, especially for mainstream and leading brands with an annual sales scale of more than one million units, large market demand, decentralized brand pattern, and good product structure. The profitability of the business, the rich commercial conditions and other characteristics determine the strategic position of the East China market.
However, the terminal market in East China this year has not had a brilliant performance. Moreover, it is each air-conditioning company that attaches special importance to this region, and the intensity of channel pressure on the region is also relatively large, resulting in this year's overall channel inventory in East China. High.
Therefore, even in southern China, North China and other regions have created a superior demand environment due to good weather. Even if other regions still exhibit a blowout market as in the same period of last year, if the sales scale in East China region has fallen sharply year-on-year, then domestic air conditioners The overall market trend will not be too good. This is where the weight market influences the overall market.
