'The air-conditioning industry is famous for its reputation, including those with miscellaneous cards and counterfeit cards. If counted, there may be more than 600 brands';
'There are more than 600 don't know, but 200~300 brands are definitely there';
There are dozens of air-conditioning brands that light the Pa (referring to the fake Panasonic brand).
......
This is a variety of voices obtained by China National Grid reporters when they visited the air-conditioning companies. It is not important to see how many brands survive in the air-conditioning market. What is important is that more and more people are seeing the air-conditioning industry is still a good situation.
After experiencing last year's cold growth, at the beginning of the 2018 cold year, the industry has been cautious about this year's air-conditioning market: Many people feel that real estate is cold, and God does not necessarily give face every year. The province is still in the situation of high temperature warning, and the air-conditioning industry is still performing the 'last carnival' before the end of the cold year.
Bet the trend
From the data feedback from all parties, the growth of the air-conditioning industry in 2018 is still good. The China National Grid reporter has confirmed from the upstream compressor enterprises: The conservative figure of the air-conditioning industry growth this year is 18% (2018 cold years, following last year's output of 1.6 Billion Taiwan, 190 million units this year) Guo Meide, president of Ovi Cloud Network's white power business unit, also told reporters that this year's air-conditioning industry should have a growth of more than 10%.
The growth of the brand is also accompanied by the film. Someone has completed the set goals of this year. Some companies have crossed the 'million units' and 'ten million units' respectively. The industry 'identity' has advanced to the new level. 2. Many enterprises have revived, and they have made a fortune, and they have earned a quick ticket.
Of course, all are growth, just look at how to understand. But China National Grid reporters have a particularly strong feeling in the research process. At present, many brands are participating in the competition with a 'gambling' mentality. Last year, the industry’s high growth was 'Watershed'.
According to the data released by China National Grid 2017 China Air Conditioning Industry Summit Forum, the overall domestic retail market of air conditioners in the year of 2017 reached 56.22 million units, an increase of 28.5% year-on-year, and sales increased by 30.5% year-on-year, setting a record for the highest sales. Last year's external environment It is also particularly beneficial, sweeping the high temperature weather in most parts of the country, the lag effect of the real estate market, the acceleration of urbanization, the penetration of mainstream enterprise e-commerce platforms, and the increased activity of the fourth and lower markets. These factors drive the growth of the industry. At the same time, more people have seen the air-conditioning market 'profitable'.
For example, a Guangdong air-conditioning brand called 'Xin Yingyan' appeared in the public's field of vision. According to public information, the company was established in February 2017. At first glance, it is a new brand, but 'Xin Yingyan' is actually a ' Veteran', its predecessor was called 'Yingyan', which was withdrawn from the market in 2005, but in the past two years, it began to come back with 'Xin Yingyan'. According to industry sources, the number of new Yingyan last year was close to 800,000 units.
There are many companies and mass-condition air-conditioners like 'New Yingyan'. The rabbit is also a 'common disease', from Wenzhou Moon Rabbit to Ninghua Moon Rabbit, all the way up and down, but the air conditioner in the last two years The positive momentum of the industry has brought growth to this company. It is reported that the number of moon rabbits has reached 'million units' this year.
More than one million air-conditioner brands are active in the market, ranging from tens of thousands to hundreds of thousands of units. They have different 'identities', including black-light brands for air-conditioning, and agents who are not well-known for their own operations. 'Brands, there are also short-term behavior and random registration of the brand, there are also a bunch of counterfeit brands.
These brands have commonalities. Most of them do not have their own factories. They do not have a complete technology development and product development platform. There is no mature and independent brand promotion and marketing system, and they do not have complete after-sales service capabilities. Most of these brands Entered by OEM, with the main purpose of profit.
When it comes to OEM, the China National Grid reporter learned in the investigation that there are tens of thousands of air-conditioning enterprises in the industry for the OEM business, according to an informed air-conditioning company executive. Whether it is a miscellaneous brand or a counterfeit brand, the company will also do its foundry, so that it will cause dissatisfaction with the channel.
It is worth noting that Xiaomi’s further entry shows that the air-conditioning industry is still a good meal. Xiaomi’s recent retail price of 1999 yuan, the public price of only 999.5 yuan, is the launch of the US and the United States in 2015. Smart air conditioner, after the launch of Zhimi air conditioner in 2017, the third time in the air-conditioning industry 'war,' although in the quality, technology, appearance, after-sales four innovations are 'four no staff', but Xiaomi still has to use the Internet The old flag enters the air-conditioning market.
'Many air-conditioning companies currently have a gambling mentality', Guo Meide said in a nutshell.
Low innovation in white goods category
Intelligent fresh-keeping, warm and humid storage, worry-free food, healthy sterilization, smart speed inverter motor, cold water washing, washing and drying, these new functional technology highlights have appeared frequently on ice-washed products since last year, in contrast, the air-conditioning industry The two-year technological innovation is less active, and even the air-conditioning companies that have completed the first round of new cold years of opening and sounding have not released the technology that has been shocked.
For example, Ferrari is very red and very passionate, but Oaks has a special brand marketing; TCL air conditioners 'every degree of home ownership', the theme of the event is very warm, but there is no technical explosion on the product; other brands' opening, still It is based on the purpose of preemptive channel withdrawal.
'In the white electricity category, the main selling point of air conditioners in these two years is still around the rapid cooling, windy fuss, innovative technology and subversive technology, while ice washing products have been around the door, refrigeration, freezing, temperature, Humidity, washing technology, motor technology, large-capacity and many other dimensions of innovation are more active'. Guo Meide analyzed with reporters that this is related to the degree of competition in several major categories. The ice-washing market has been cruel in recent years, and the industry has even experienced negative growth. In order to achieve stability, enterprises can only seek more sustainable development and stability through continuous innovation and differentiation of product technology. The air-conditioning market is still growing in the past few years, the market is good, and the enterprise is profitable, product technology Innovation will be weakened.
The person in charge of Chigo Air Conditioning told reporters that at present, Zhigao mainly promotes the iterative product of 'Smart King'. The person in charge of the US air conditioner told reporters that the current US air conditioner focuses on promoting its 'cool feeling without wind' Series air conditioners, 2019 cold year will also launch a new product with 'cool feel no wind'. 'We are currently different from the traditional air conditioner by the sense of no wind, which is similar to the previous variable speed air conditioner is different from the traditional fixed speed air conditioner', The person in charge of the US air conditioner said.
Head camp
The air-conditioning industry will soon be Gree, the United States called the industry 'duopoly', the two accounted for about 70% of the market share of the industry, and the third and below brands are the largest because of the disparity in the market share with the oligarch. Second, the third camp brand. In the past two years, the second camp has fierce competition, and the seats have changed with different market strategies and channel models. There are many points to watch. There are also subtle differences between the two oligarchs. Variety.
If the first two years of US air conditioning is in trial T+3 mode, then this year's T+3 mode air conditioning in the United States has been fully launched. The industry rumored 40 million sets and immediately approached 50 million sets of channel inventory, in the US air conditioning can There are not many amortizations. 'We don't have any inventory. At present, the inventory of millions of sets is also within a reasonable range.' The head of the above-mentioned US air conditioner said.
Different from the impression that Gree has left the market in the first few years, 'the step-by-step' is in the market share. In recent years, the US air-conditioning has improved its product leadership, and the transformation of efficiency advantages in channels and industry chains has become more obvious.
Gree's biggest advantage is the brand strength and the advantages of the offline channel that is deeply stuck. For Gree, the amount of channel inventory carried by itself is self-evident.
At present, from some public third-party data, Gree still sits firmly in the market, but its growth rate is inferior to that of the old rivals. This subtle change and the increasingly different style of competition between the two families give There is a speculation in the industry: When the oligarchs change, it may only be a matter of time.
According to the data of the first half of 2018 published by Aowei.com, Gree's retail sales share is 38.3%, and the US air-conditioner offline retail share is 25.3%. However, in terms of growth rate, Gree only slightly increased by 0.1%, basically no change, the US The air conditioner increased slightly to 1.0%, and in the average price of the product, the growth of the US was 1.6 percentage points higher than Gree.
Oaks, which has more than 10 million units, has been fully e-commerce. One industry person analyzed with reporters that the purpose of the e-commerce in the past few years is to seize the concept of 'the first brand of Internet air-conditioning' and achieve the listing target. 'At present, there is a mutual support relationship between the e-commerce platform and Oaks. The first time that Oaks becomes the e-commerce is not suspenseful, but the model of this bet is not risk-free for a long time, which is like loading eggs. Into a basket. '
Of course, Oaks has been sending the top three rankings in the past two years. There is a bolder speculation in the industry: At present, air-conditioning companies have begun to adjust their business models and strategies. The future pattern is not static, and who has a big imagination. , may bring a new situation to the industry.