In the first half of this year, in the face of the slowdown in market growth, the air-conditioning industry accelerated the structure and strived to win with 'quality'. Under the 'three-four market + e-commerce' twin engine, the home air-conditioning industry continued its growth last year. The domestic air-conditioning market has grown rapidly. According to the data of Aowei.com, the domestic residential air-conditioning market in the first half of 2018 reached 33.22 million units, an increase of 11.5%. Among them, the online channel retail volume reached 11.73 million units, a year-on-year increase. 30.6%; offline retail sales reached 21.49 million units, up 3.2% year-on-year.
'In the first half of the year, the domestic household air-conditioning market grew faster than expected, but from the market performance in the first two weeks of July, the pressure of growth in the second half of the year was highlighted. 'Aowei cloud network vice president Guo Meide analysis that the domestic first-tier cities have relatively more air-conditioning High, its growth is subject to the development of the real estate industry; online e-commerce is still the main growth channel for the domestic air-conditioning market, but the growth rate will also slow down in the later period. Relatively speaking, the air-conditioning in the third- and fourth-tier markets is low, and the demand is popular. Still exists. However, as temperature is a key factor affecting the market, there is also uncertainty.
In order to make good market moves, companies represented by TCL air conditioners began to implement brand upgrade strategies. 'By creating value for consumers, we can realize our brand image building expectations in the market.' TCL Air Conditioning Officer Chen Shaolin revealed that TCL In the implementation of transformation, air-conditioning has injected four new kinetic energy into the development of the enterprise, that is, the brand image construction as the core of sustainable development, product strength as the fundamental, structural adjustment as the direction, lean management as the basis.
In fact, under the trend of consumption upgrading, low-end price wars have been difficult to work. Air-conditioning mainstream brands need to speed up their business strategy adjustments, establish brand image, and increase investment in air-conditioning products at high price. Data shows that Gree in the first half of the year, Midea, the average price of Haier air conditioners increased by 4.8%, 6.4% and 6.6% respectively.
Thanks to product structure adjustment, the sales growth of the air-conditioning industry clearly outperformed the sales target. The data shows that the retail sales of the household air-conditioning market in the first half of the year was 114.7 billion yuan, up 15.5% year-on-year. Among them, the online channel retail sales amounted to 35 billion yuan, a year-on-year increase. 42.1%; offline channel retail sales of 79.8 billion yuan, an increase of 6.8%.
Although the overall market size growth pressure of the air conditioners is prominent in the second half of the year, the industry is not pessimistic about the prospects. Guo Meide pointed out that enterprises should pay close attention to the business opportunities brought about by consumption upgrades and improved demand, improve product quality and service quality, and improve operational quality and profit level. Improve user stickiness and brand satisfaction. Chen Shaolin also stressed that the future market is no longer a price guide, but a value transfer. As long as the company continues to adhere to quality first, efficiency first, adhere to structural adjustment, air-conditioning sales The amount will be upgraded again.
'To return the air conditioner to the essence of the product, through technological innovation, implement intelligent, adaptive and networked, and effectively achieve air conditioning energy saving, comfortable and healthy, suitable for consumer habits. ' Chen Shaolin said that for new market demand, air conditioning Products must enter a new era of intelligence. For example, TCL's main line of T-Rui series air-conditioning, through the use of intelligent algorithms and innovative design, can achieve a comfortable airflow satisfaction of 92%, much higher than 60% of ordinary air-conditioning. The initial load series of the upper channel can achieve 30 seconds of rapid cooling, 60 seconds of rapid heat, and achieve technological breakthroughs in energy saving.