Xiaomi has entered the various industries as an important means of competition, which has brought huge impact to the industry. Recently, the 1999 yuan inverter air conditioner launched by it has once again caused heated discussion, but in fact the price/performance ratio of its air conditioner is not as strong as the bright surface. The impact on the air-conditioning market is probably far less serious than imagined.
Millet air conditioning cost advantage is not strong
Millet air conditioner is priced at 1999 yuan, but it played a small means, that is, an additional 200 yuan installation fee, so the actual purchase of a millet air conditioner costs 2199 yuan.
As you can see from the e-commerce platform, there are Galanz, Yangzi, TCL, etc. under the price. The price of 1.5 inverter air conditioners is 2149 yuan, 2099 yuan, 1999 yuan, and the price/performance advantage is smaller. Higher, TCL air conditioner is one of the top five domestic manufacturers.
At present, domestic air-conditioning inventory is said to have reached nearly 50 million sets, reaching the historical peak level. The peak season of air-conditioning sales shows signs of a prosperous season. The industry is generally worried that air-conditioning price wars may be ushered in this year. In fact, some small and medium-sized air-conditioning brands are less expensive. The price of rice air conditioners is even lower. If the air conditioner industry breaks the price war again, the price/performance advantage of Xiaomi air conditioners will be further weakened.
For Xiaomi air conditioner, it has become a new army after entering the industry. The industry is not very aware of its brand. Although it has brought great repercussions to the industry under the strong propaganda of Xiaomi, it is still The price/performance advantage that it emphasizes is not obvious. It is interesting that the first user who purchased the Xiaomi air conditioner seems to have changed hands to sell the salted fish in the second-hand market. It is obvious that people who are pursuing Xiaomi air conditioner may not really want to use Xiaomi air conditioner. Instead, I took the opportunity to earn the difference.
Millet is difficult to break the air conditioning market pattern
At present, the domestic air-conditioning market has formed a stable market structure. Gree and the United States have two big ones. It is difficult for other air-conditioning companies to challenge the two air-conditioning giants. The current sales of the domestic air-conditioning market is mainly completed in the offline market, while the online market is Gree. The advantage of the channel owned by Midea is obvious, which makes it difficult for other air-conditioning companies to challenge the market under the market.
In the past three years, the online air-conditioning market has experienced explosive growth. Oaks has risen on the online market with price wars, forming a trend with Gree and the United States. Gree and Midea have recognized the importance of the online market and quickly expanded online. The advantages of the market on the Oaks online are gradually weakened.
Xiaomi air conditioner is hoping to break the domestic air-conditioning market in the online market. However, in the face of the already awakened Gree, Midea continues to increase the expansion of the online market. Xiaomi seems to have missed the opportunity. As a latecomer, Xiaomi is in Gree. It is not easy to break through in the online air-conditioning market in the top three.
Although air-conditioning products are regarded as silly and black products, they are also products with higher technical level, and technology is precisely the weakness of Xiaomi. Xiaomi air-conditioning is a product of Changhong, and Changhong is a third-rate enterprise in the domestic air-conditioning industry. Lack of their own technical advantages, Gree, Midea, Aux has their own air-conditioning factory, Gree and Midea even have their own air-conditioning compressor factory, the lack of technical advantages of Xiaomi air-conditioning to compete with these three air-conditioning companies is not easy.
Xiaomi has succeeded in the mobile phone market. He tried to copy the success of the mobile phone business to other industries in a short period of time. However, at present, only limited products have achieved great success, and the failed business is actually more. Xiaomi Air Conditioning Will it not be another failed business?