2018 air-conditioning has not yet closed in the cold year, this month has TCL, Chigo two major air-conditioning brands took the lead in launching 2019 new cold year opening. From their opening information combined with the new dynamics of the US air-conditioning, we can see that the new cold year air-conditioning industry is big With the trend of 'abandoning scale, seeking quality, returning to the essence', dealers are also expected to shift from the traditional wholesaler role to the 'operator'.
With the emergence of the industry's 'zero inventory' management model, these may all be expected to solve the two major ills of 'air-conditioning industry relying on the sky to eat' and 'channel inventory pressure is huge'.
The growth rate slows down TCL, Chigo
Opening a new cold year ahead of schedule
According to the latest data released by Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, from January to May this year, air-conditioning domestic sales revenue increased by 13% year-on-year, profit increased by 10%, and air-conditioning revenue accounted for 40% of everyone's electricity revenue.
However, due to the rainy weather throughout the country this summer, the most prosperous six-month and two-month sales of air conditioners are not satisfactory. The actual growth in the 2018 cold year is expected to be lower than the above-mentioned January-May data. This means that Compared with the growth rate of 30% in the cold year of 2017, the air-conditioning growth of the 2018 cold year, which is about to end at the end of this month, is obviously slowing down and under pressure.
How much was affected by this, on the occasion of the official ending of the 2018 cold year, on July 18th, TCL Air Conditioning announced that the 2019 new cold year opening and new product launch conference was held, taking the lead in laying out the 2019 cold year market to seize the opportunity. The reporter was informed that At the beginning of July, Zhigao Air Conditioning has also started the opening of the new cold year. Li Xinghao, Chairman and President of Zhigao Group, said that Zhigao will deepen its high-end strategy and fully introduce intelligent quality management. The US side also said that it will be August 1 The day opened, and from the past years, the opening days of the manufacturers are mostly after August and even after September.
Dealer shifts from wholesaler to 'operator'
Compared with the popularity of 'Air Conditioning Year' last year, the growth rate of air-conditioner sales has slowed down markedly this year. The air-conditioning products produced at the beginning of the year also caused a steep increase in channel inventory pressure and risk. In this context, care and support dealers. Reducing their risk has become one of the important lessons of air conditioner manufacturers.
'We are no longer just pursuing the growth of scale, but we must take the boutique strategy to achieve 'quality' growth. 'TCL Air Conditioning General Manager Chen Shaolin told reporters, '2019 new cold year opening we will give dealers Relatively more and better policy resources support, to help them improve their performance in a structured way. 'Accordingly, under the promotion of boutique strategy, from January to May 2018, TCL air conditioners increased by 37.13% year-on-year, and the growth rate ranked second in the industry. As of July 8, the average price of online and offline products increased by 9.8% and 10.1% respectively.
The reporter also learned from the air-conditioning related personnel in the United States that in order to reduce the risk brought by the channel inventory, Midea has begun to operate the 'zero inventory' management mode - different from the traditional distributors in the off-season, the large number of compressed goods, dealers only After the product is sold, Midea will agree to send new goods in the past.
'The biggest difference is that the former dealers are more of a role as wholesalers. Now we have to cultivate their ability and quality as an operator. This will be our assessment of whether dealers can go with the United States. 'The important criteria.' The above person said.
Air conditioning new products will return more to the essence of the product
Throughout the United States, TCL's latest release of new products can be found, the industry began to return to the essence of the product. Reliability and comfort have always been the two most important attributes of air-conditioning consumption. The industry has developed over decades and is very mature in reliability, but There is still a pain point in 'comfort'. For example, air conditioners generally have problems such as 'the wind is unnatural, the wind is too hard' and so on. For the elderly and children, the experience is especially bad. To this end, on July 17, Midea Air Conditioning launched A new generation of 'no wind' FA100 air conditioner, through the original 5-step layered air supply, intelligent infrared body monitoring and other technologies, so that the windless experience is upgraded again.
Coincidentally, on July 18th, TCL launched the i涟 series of new cabinets, which also overturned the traditional air supply form of air-conditioning products. Through 18 soft wind blades and 1,440 soft air micro-holes, a laminar flow with low speed and stable motion was formed. The soft wind greatly improves the 'comfort' of the air supply. The product also comes with a smart appointment self-cleaning function.
In the new cold year, manufacturers also have bright spots in marketing model innovation. For example, with the 90s gradually becoming the new main force of consumption, Midea Air Conditioning announced that it has launched the 'Love in the Windless' original music collection contest, before the US air conditioner In the field of animation, Bilibili 'BML2018' was launched, and the 'Wind Stop Enchantment Collection Order' was launched. In the field of games, the 'Esports Goddess College Competition' was held, which was aimed at young people.
TCL air conditioners are crowdfunding on the new 'i涟' series of products in the 2019 cold year. Starting from July 10, as of 18:00 on July 18, the number of crowdfunding has exceeded 200,000 units. In contrast, a previous year The main model sales volume reached 70,000, 80,000 units have been a good performance.