The annual dog weather, the air conditioner becomes the hot spot which the Netizen is keen to ridicule, on the network ' the father of the air conditioner ' and so on, even the star loves the Bean, faces ' the hot skr person ' The weather, also is happy in the social platform separates sloganeering words, sells Meng asks the air conditioner
But is the so-called ' amateur watching the doorway ', when the air conditioning became popular topic at the same time, on the manufacturers, agents to see this year's air-conditioning market is not so ' hot '.
The beauty of the air conditioner official micro-release ' cool ' moving diagram
High growth ' offline ' Sold to broken goods, the market blowout, these used to describe the last year shipments, retail quotes, this year is rarely mentioned in the industry.
Instead is ' inventory backlog ', the price war and so on, becomes the word which the profession often mentions. On the one hand, this year's shipping performance is fair compared with last year's explosive growth. Industry online data show that the first half of this year, China's total air conditioner sales 90.7 million sets, an increase of 14.3%. One of the domestic shipments of 52.955 million sets, an increase of 21%;
Export 38.104 million sets, an increase of 6% per cent. Let a person pour a sip of air conditioning is, the high temperature obviously as scheduled, retail but still ' power is not enough '. Especially in the peak season terminal, not only not ideal, even some ' cool '. There is a brand leader to Aiken home Grid said: ' March-early June the entire industry is in stock, did not feel the market light, to the middle of June, terminal retail power shortage, it is clear that the market is deserted.
' Where is the crux of the problem? Why is it that the high temperature, which has always been regarded as ' life-saving straw ', is now without sales? Return to the supply and demand of the two major points, the first two years of high growth, has greatly advanced digestion of market demand resources, at the same time, with the recent two-year air-conditioning capacity increase, the market supply as if more than the demand itself, high inventory is inevitable
. Export, in view of the most concerned about trade war issues, the industry believes that air-conditioning is included in the tax list, the impact on China's air conditioning exports limited. Industry online data said that from 2010 to 2017, for eight consecutive years, China's export of air conditioners in the United States accounted for about 20% of the total export volume, the amount accounted for only about 13%.
Export product structure, the current China's export to the United States of air-conditioning products to Windows and mobile air-conditioning mainly, the two products accounted for 70% or so, and the United States does not have relevant manufacturing plants, basically are imported from China.
Slow structure adjustment
Oviyun network data show that the first half of this year, the offline air-conditioning, inverter-hung machine, inverter counters, the average price of 3481 yuan, 8256 yuan, both achieved a micro-increase.
Data from Oviyun Network In the first half of this year, the market share of inverter in the offline market is further enlarged to 30.3%, and the market share of inverter-hanging machine is also expanded slightly to 51%.
Relative to the fixed-frequency hanging machine, the frequency of the market share of the cabinet has slipped slightly. Energy efficiency level, online, whether it is hanging or the cabinet, the first-level energy efficiency of the retail sales accounted for a significant increase.
For example, in the case of the first-level energy efficiency market accounted for a large increase, from 2017 to 30%, expanded to 50%, under this squeeze, two-class energy-efficient air-conditioning, three-level energy-efficient air-conditioning market share has declined.
Although not like the high temperature, bring ' immediate ', ' blowout ' effect, but the consumption upgrade this "incense Bun" to the enterprise opportunities, no doubt more sustainable, but also represents the industry's future.
On line ' deceleration ' In recent years, the rapid development of electric business is obvious to all, in the first half of this year, compared to offline, air conditioners still achieve a faster growth. It can be said that in recent years, the sharp increase in the line, greatly helped push the industry to improve the size.
But its growth has slowed in comparison with previous years.
Data source: China Yi Kang Public data show that the first half of this year's online air-conditioning retail volume of 11.73 million units, the year-on-year growth of nearly 30%.
At the same time, offline air-conditioning retail volume of 21.49 million units, slightly increased year-on-year. Retail sales, the first half of the online air-conditioning retail sales reached 35 billion yuan, an increase of more than 40%.
At the same time, offline air conditioning retail sales for 79.8 billion yuan, but also slightly increased year-on-year. A group of data from China and the Yi Kang helps us to get a glimpse of more consumer trends.
Data said, online accounted for the overall market 2000 of the following hanging machine, 2000-3000 hanging machine, 3000-4000 hanging machine, 4000-5000 hanging machine, 5000 yuan above the retail volume of hanging machine share of 54.7%, 43.6%, 18.2%, 7.9%, 7.2%. It is not difficult to see, the higher the unit price of the model, consumers are not satisfied with the network configuration parameters of the list piling up, but more inclined to go into the physical store to experience a good after purchase.
Visible entity shop in high-end models on the advantage is particularly obvious. Of course, this does not mean that the line can only sell low-end products.
In the first half, the growth of online retail sales was much larger than the increase in retail sales, the increase in the average price of air conditioners is self-evident, and the proportion of consumers buying high-end air-conditioning is also slowly increasing.
The rise of network batches The network batch mode that the Austrian opens up, is also the first half of this year air conditioning channel change a big bright spot.
The so-called network batch mode, that is, based on the new retail, intelligent retail and efficiency-driven, to build a ' factory, direct shop, users ' of the trinity of the new vertical retail model, a substantial innovation in the traditional channel layer distribution distribution mode, and eventually channel link costs directly back to direct marketing and users.
The Austrian network batch of the Conference At present, the network batch let the ox continue to strengthen in the line of leading edge, also let its online the number of terminal network has been fully upgraded, which makes the air conditioner in the domestic market in the flow of access to become increasingly broad.
The network batch mode of the ox has aroused many concerns in the industry, and has attracted many brands to follow suit. Although not able to replicate the previous two years of high prices, but now the present, not to achieve high expectations of the situation, perhaps the real transmission of the air-conditioning industry supply and demand contradictions, and only to face this point, enterprises can be targeted to the next year, product, marketing, manufacturing and other aspects of rational planning.
The network batch mode of the ox has aroused many concerns in the industry, and has attracted many brands to follow suit. Although not able to replicate the previous two years of high prices, but now the present, not to achieve high expectations of the situation, perhaps the real transmission of the air-conditioning industry supply and demand contradictions, and only to face this point, enterprises can be targeted to the next year, product, marketing, manufacturing and other aspects of rational planning.
