Looking back at the first half of 2018, it can be described as the outbreak of the Xinfeng online market. The sustained high growth has enabled the online market to expand rapidly. The 618 has become a strong-hearted agent for the new wind market in the first half of the year. The online market in June has reached a new peak. From January to June 2018, the cumulative sales volume of Xinfeng Line reached 13,820 units, with sales of 81.47 million yuan. Among them, sales volume reached 5,468 units in June, up 389.4% year-on-year, and sales amounted to 33.77 million yuan, up 445.2% year-on-year. Network (AVC) data monitoring, in June 2018, the fresh air system online market showed the following characteristics:
The wall-mounted machine is still the mainstream product, and the one-way flow product below 400 air volume is more favored by the market: In June 2018, the overall online market wall-mounted sales accounted for 81.4%, sales accounted for 72.9%, still the mainstream product, ceiling type In the overall online market, the unidirectional flow products accounted for 83.8% of the sales in June, and the two-way flow products accounted for less than 20%. The overall online market was 400 wind turbines or less. The main, sales, and sales accounted for more than 90%.
The functional structure of online products is increasingly perfect: 100% of the products meet the formaldehyde removal function, 90% of the products meet the HEPA function, 74% of the products have the sterilization function, remote control, activated carbon filtration, electrostatic dust removal function accounts for more than 30%. There are a small number of high-priced products that involve intelligent purification, intelligent temperature regulation, electrostatic precipitator, negative ion generator and other functions. HEPA filtration grade, formaldehyde CCM grade is greatly improved.
The brand concentration is getting higher and the oligarchic phenomenon is beginning to appear: In June 2018, the number of brand new brands on the online was 47, which was relatively stable. The TOP5 brand concentration was 62.4%, showing a trend of higher. The new high, the proportion in June is close to 30%, ranking first in the line with absolute advantage.
The online price structure is gradually optimized, and the high-end machine contributes a lot: From the perspective of price structure changes, the sales volume of 12000-15999 yuan in mid-to-high-end machine sales increased by 2.52% in June, and the contribution rate of high-end machine sales was high. The trend shows that online consumers do not blindly pursue low prices and benefits. With the rationalization of consumer purchasing psychology and the emphasis on environmental health, online consumers are gradually accepting high-quality and high-priced fresh air products.
With the improvement of building airtightness, the improvement of health awareness and consumer awareness, the fresh air system is increasingly being put on the agenda of just-needed economy. It is not difficult to see from the monitoring data that the brand concentration of the new wind online market is getting higher and the sales volume continues to grow. In the rapid expansion. Recently, Jingdong's brand Beijing-made and Air Fort jointly launched 150 air volume
One-way flow of fresh air system. Prior to this, Xiaomi launched a new wind with a price of one-tenth of the industry; Gree, Midea and other home appliance giants have also launched new wind products. The new wind market is experiencing explosive growth, Relevant policies have also been introduced. Beijing Municipal Bureau of Quality and Technical Supervision, Beijing Municipal Housing and Urban-Rural Building Committee jointly issued the “Technical Regulations for Residential Building Fresh Air System”, which is designed, constructed and installed for the fresh air system, system commissioning and acceptance, and operation. Clear regulations such as maintenance, among which innovations are:
1) The installation location of the fresh air system should be reserved for the new residential building;
2) The comprehensive purification efficiency of PM2.5 should not be lower than 80% and purification design requirements;
3) Design requirements for different fresh air systems, requirements for acceptance of fresh air systems through wall punching, etc.
The contents of the Regulations are scientific and reasonable, and have strong operability. They meet the technical requirements of the residential fresh air system in Beijing. They have a major role in guiding and standardizing the design, construction, acceptance, operation and maintenance of the residential building fresh air system, and will accelerate the new wind system. The process of entering ordinary residential buildings. The "Procedures" provide technical standards for the development of fresh air systems, and also set up 'levels' for the normative nature of the new wind industry. Those who are speculative, have no technical content, and are not necessarily quality products. Will be eliminated, to provide a guarantee for the healthy and sustainable development of the new wind industry, the development of the Xinfeng online market will also mature.