'June sales did not meet expectations, and there has been no sale of out-of-stocks since July. There will be only 5-10 days of outbreaks after the weather is hot. Others are impossible. The peak season has been basically qualitative, and Last year, the same period of the previous year fell sharply. 'The Jiangsu senior agent's judgment on this year's air-conditioning peak season market is very decisive, not only because of its nearly 20 years of trading experience, but also for the 2018 cold year air-conditioning industry. Comprehensive feedback on the situation.
As early as this year's peak season, many industry insiders have judged that it is difficult to replicate the explosive growth of the last two years in the 2018 cold year, and since the middle and late June of this year, the typhoon weather has been plaguing many provinces and cities across the country, continuing violence. The delay of hot weather has a significant impact on the air conditioning industry.
However, on the one hand, the consumer demand that was over-released in the last two years and the fact that Tiangong is not beautiful, on the other hand, many air-conditioning brands were affected by the last year's out-of-stocks. This year, the production was more active, which led to the inventory in the channel. The new high is expected to exceed 40 million sets, laying a hidden danger for the opening of the air-conditioning market in the next year.
Chain + e-commerce channel sinks, new retail promotes channel change
A senior agent in Zhejiang analyzed that the supply of major mainstream brands is very abundant this year, and there is basically no out-of-stock phenomenon. However, this year's hot weather is late, and June coincides with the promotion of the e-commerce platform for more than half a month. A lot of resources.
In addition, this year's traditional channels are facing more severe competitive pressures. Home appliance chains represented by Suning, Gome and Five Stars are sinking in the layout channels. Jingdong, Tmall stores are also expanding rapidly. This year, these are in the third and fourth grade markets. 4. The new chain and big e-commerce stores have squeezed the resources of traditional channels.
Indeed, whether it is a home appliance chain or an e-commerce giant, after years of accumulation of user consumption data, there is more accurate big data support for brands, products, and price preferences in various regions, coupled with efficient logistics. Not only can we optimize the inventory structure, but also open up the online and offline channels, and build a new, efficient and low-cost retail model. This is a new challenge for traditional channels and a reference for the new retail transformation of traditional channels.
Small brands are in a worries, industry reshuffles
Another feature of the 2018 cold year is the surge in the number of new brands. The out-of-stock market of the last two seasons of the peak season provides ample market space for small brands, even if the new brand with OEM as the main production mode has a share. As a result, many capitals have entered the air-conditioning industry. According to incomplete statistics, the number of brands in the air-conditioning industry exceeded 200 in 2018, reaching the peak in recent years. However, the reshuffle of the air-conditioning industry after 2012 is still vivid, when the air-conditioning industry was There are only 20 mainstream brands left. From this year's market, if there is no big profit in the late peak season, the high inventory of the industry will bring more pressure to the new year. The cruel brand elimination will surely make a comeback. The brand of the industry has not yet established a firm foothold, but will face a life and death test.
According to a new brand official, the basic survival of OEM-based brands this year is not ideal. It has not been the same in the past two years. On the one hand, there is no continuous hot summer weather. The most important reason is that the number of brands has already been More than this year's market demand, the mainstream brand supply is sufficient, the new brand's living space itself is not enough, once this year's mainstream brands are forced to open the price war by inventory pressure, then the new brand will disappear a large piece, 2018 Will be a turning point in the air conditioning market.
The concern of the person in charge of the brand is not unreasonable. At present, some markets have already had promotional activities for discounted sales of mainstream brands. From the perspective of the industrial chain, raw material prices, logistics labor cost pressures have not been alleviated, and the real estate market regulation policy The lag effect is still going on. The industrial environment facing the air-conditioning industry in the future is undoubtedly cruel. This will be a challenge for the stable mainstream brands. It will be a life-and-death experience for the new brand.
All the gifts in the market are marked with the price in the dark. The keywords of the air-conditioning season are from the last two years of the full-screen 'sold out' 'price increase' 'innovation high', and gradually return to this year's 'high inventory' 'slow' 'Price war', this is the reincarnation of the air-conditioning market, and it is the normal law of market recuperation. It needs to be clear that although the 2018 cold year did not meet the growth expectations, the overall volume of China's air-conditioning industry is still maintained at a high level. After the industry reshuffle, the brand structure will be more healthy and orderly, and industrial upgrading will continue.
