Recently, the Aiken air-conditioning and refrigeration network released a report showing that the national installed retail market in the first half of 2018 was 18.5 billion yuan, a year-on-year increase of 15.6%. Compared with previous years, the growth rate has dropped significantly. In the face of market adversity, central air-conditioning enterprises have been in abundance. Explore new growth points in terms of products, technologies, channels, etc., and seek transformation and upgrading.
Market growth slowed down
The home improvement market was not prominent in the central air-conditioning industry. After years of market cultivation and consumer education, the new market opportunity was ushered in around 2015, driven by consumption upgrades. The market growth rate exceeded 30%. In 2018, after After more than three years of rapid development, the market growth rate showed a significant decline for the first time.
According to analysis, the decline in market growth is inseparable from the following factors. First, subject to the real estate purchase restriction policy, the volume of commercial housing transactions has fallen sharply. Second, enterprises are facing the pressure of rising raw materials, and the brand scope of price increases has further expanded.
According to the current market conditions and economic environment, it is predicted that in the second half of 2018 and even 2019, the decline in the growth rate of the home improvement retail market will continue.
The Matthew effect appears, and the giant companies each strengthen their internal strength.
In the face of this year's market conditions, Daikin, Gree, Midea, Haier have a market share of more than 60% of the giant companies, have used their own advantages to seek transformation and upgrading.
Daikin Air Conditioning has comprehensively upgraded the performance of the product. The newly launched gold-based full-effect home central air-conditioning system has five functions. At the same time, with the help of big data and other auxiliary means, it can achieve linkage with the perfect after-sales service and bring new experience to users.
Gree always adheres to the independent research and development technology route, pursues a technology to solve a problem, and solves the development path of a difficult problem. Taking Gree GMV Zhirui home central air conditioner as an example, it adopts Gree's latest breakthrough variable frequency variable capacity technology to realize ' The energy saving effect of saving half of the electricity has solved the problem of high energy consumption during conventional multi-line low-load operation, and solved the problem of more than 10 years in the industry.
Midea's central air-conditioning proposed a transformation of retail channel operation. At the beginning of this year, Midea's central air-conditioning focused on the home improvement market. Based on the original dealer store model, more than 800 whole-house smart home improvement stores were built or remodeled. Central air-conditioning, central hot water, smart home and other eight categories in one, central air-conditioning is one of the most important categories. The transformation has also been supported by the Midea Group, to some extent, accelerate the transformation of the US retail channel, upgrade And integration.
Haier central air conditioning always emphasizes the real value creation for users. In response to the industry problem of dirty central air conditioning blowing dirty wind and causing health problems, Haier central air conditioning relies on the industry's first patented self-cleaning technology, which not only allows central air conditioning to 'bath' itself, but also Will 'wash the air', become the user's healthy air close-fitting house, living room, bedroom, kitchen, cloakroom, basement and other five scenes can also achieve interconnection.
Compared with the outbreak of the home improvement market in the past few years, the Matthew effect has begun to take shape this year. From extensive development to refined operation, changes from the market have placed higher demands on central air-conditioning enterprises. The more the market is in a downturn, The more mainstream companies should be suffocated, tap the pain points of users, make up for their own shortcomings, and win the market and users while achieving transformation and upgrading.