Recently, Hunan has been welcoming heavy rain. However, the people of Hunan who know the summer weather in Hunan know that the sun will be far after the heavy rain? The summer heat is coming, which means that Hunan will also have a hotter weather. The summer heat is also the air conditioning industry. The moment, 'air conditioning wars', has started.
Self-cleaning, intelligent cleaning, 1 Hz... Although the main concepts introduced by major brands are varied, brand marketing also has rich and colorful, but the product quality is good, the service is reliable, and the air conditioning is the most important.
All major air-conditioning brands have a bright ace
The reporter came to a Suning store randomly. Although there are not many people on the workday, the promotion of major air conditioners is particularly lively.
Haier launched the 'self-cleaning' air conditioner this summer, claiming that 'I will take a bath' and 'purify the air as a good helper'. The price of Haier cabinet is about 8999 yuan to 11599 yuan, and the price of hanging machine is 2299 to 3699 yuan.
The beauty of the main 'children' brand, the main push children's anti-cold air conditioning, the main 'no wind feeling' 'smart cleaning and drying', the price of the US cabinet is 8599 yuan to 12999 yuan. Gree store, 'Ning Chang' series products are posted On the 'shop recommendation' sign, the price of Gree cabinets ranges from 7340 yuan to 14099 yuan, and the price of hanging machines ranges from 3649 yuan to 4799 yuan.
In general, Gree prices are slightly more expensive, but the price of mainstream air-conditioning brands in the market is relatively close.
In addition to launching a variety of flagship products, brands have played 'cool marketing'. The US air conditioner Yu Yingkai told reporters that the launch of the 'Don't Dry, My Stove City' theme event throughout July, including 'cool vacation', I will give ice drinks to the counter, ice cream. Midea will also target young consumers, and launch a challenge on the vibrating platform. 'Marketing, we are more inclined to be younger.' Yu Yingkai said. Also look at the vibrating Haier, Haier is vibrating, knowing about online marketing. Gree is also about to launch summer 'empty adjustment', the theme is also inseparable from 'cool'.
At the beginning of July, Hunan air-conditioner sales ushered in a small peak, but the three-day genius is the peak of 'air-conditioning wars'. Zhang Ping, deputy general manager of Hunan Gree, said that last year, Hunan Gree air-conditioners sold 80,000 to 100,000 units a day during the hottest summer. Major air-conditioning brands have set their sights on the period from July 15th to 20th, and even the stores are gearing up. Gome launched VVIP card activities, and during the 7·20-7·31 event, the highest level of air-conditioning can be obtained in Gome. The high temperature subsidy of the refrigerator is 300 yuan. Suning Tesco launches the old-for-new activity, subsidizing 300 yuan or 600 yuan in the form of Suning card and cloud coupons. Tongcheng Electric also launched the designated discount model on July 14.
Marketing is lively, the price is not cheap
Although the major brands launched the main concept, brand marketing also has a rich and colorful, but the summer is not the time to buy air-conditioning prices. Reporters from Gree, Midea, Haier and other air-conditioning industry people learned that summer is air conditioning In the peak season of sales, air-conditioning will 'recover the price increase', and major brands rarely 'play price wars' at this time, but launch various marketing activities to attract consumers' attention.
According to industry insiders, in order to resolve the pressure of supply in the peak season, air-conditioning brands will launch some promotional activities in the off-season. In the off-season, air-conditioning is more cost-effective, and often enjoys a discount of about 10%.
In addition, the lively summer war is the peak season for all air-conditioning brands, but in addition to the excitement, the same test of air-conditioning brand internal strength.
Air-conditioning products have their own special characteristics, need professional installation, maintenance and repair. Summer sales season to test the brand supply capacity, service personnel are professional, adequate. An industry source revealed that because the off-season does not require so many maintenance personnel, some Air conditioner brands with insufficient strength will choose to hire again in the peak season, resulting in unsatisfactory service.
Air-conditioning sales continued to grow in the summer of 2018
The air-conditioning market was hot in the summer of last year. Can this year reproduce the gains of last year?
Before the arrival of the summer peak season, Tmall had released the "First Quarterly Report of Air Conditioning Products in 2018 and the Domestic Market Forecast for 2018", saying that the base of the air-conditioning market in 2017 was abnormally high, and the future demand of the market was overdrawn in advance, and the policy adjustment led to the real estate market. Cold weather is a major negative for air-conditioning sales in 2018.
However, the reporter learned from Gree, Midea and Haier that during the summer vacation, the sales volume of air conditioners continued to grow, and there was no sales of 'cold cold'. The average unit price of air conditioners also showed an upward trend. In fact, air conditioners were affected by manpower and raw material prices. , and consumption upgrades, prices have continued to grow.
In addition, although Changsha has issued a new purchase policy, the 'restricted purchase' policy has not yet affected air-conditioning sales. 'Renovation, home appliances are more sluggish than buying houses. At present, we have not been affected by the policy, but we do not rule out the next air-conditioning. The market will be affected by the purchase policy. ' Zhang Ping said. Zhang Ping is still optimistic about the current air-conditioning market. Take Gree air-conditioning as an example. At present, Gree air-conditioner sales in rural areas only account for 30% of the total sales, and it has great potential. Although the air-conditioning market is approaching saturation in the city, urban consumers also have demand for consumption upgrades, and there is still much room for the air-conditioning market.
Hunan people buy air conditioners with 'cavity adjustment'
Hunan people buy air conditioners quite 'Hunan characteristics'. Zhang Ping told reporters that Hunan people buy air conditioners, pursue high-end, fashionable and beautiful products with strong sense of technology, 'like fresh feelings'. In addition, Hunan is hot in summer, cold in winter, and consumed in Hunan. In recent years, inverter air conditioners have become the first choice of most consumers. Inverter air conditioners account for more than 50% of sales. With the upgrade of consumption, Hunan consumers are increasingly inclined to purchase central air conditioners. More online, etc. At present, Hunan consumers buy hang-ups at around 3,000-4,000 yuan, and cabinets at around 8,000 yuan (mainly).