In any case, the entire air-conditioning industry can't find a factor that is worthy of full optimism. Many data statistics agencies gave market data for the 2018 cold year in early August, with a growth rate of more than 15%, and the author. What has been observed, as if it were experienced by a large number of merchants, does not seem to be in the same dimensional space. After entering the 2019 cold year, the air-conditioning market with this growth has entered an unprecedented development channel like the rolling stone. Among them.
Huge inventory is simply a curse like the fate of China's air-conditioning industry. Over the past two decades, the inventory that has repeatedly been tossed by manufacturers has been repeatedly seen as the most direct pressure in the 2019 cold year. Some media reported that the air-conditioning inventory in the domestic market The amount is as high as 48 million sets. If this figure is true, it means that more than 100 billion yuan of funds are deposited in stocks, which means that enterprises must climb from a deep pit to regain healthy growth. It means that the new products must pass this giant to be able to circulate a large area. Of course, it means that the funds on hand at the channel may not meet the expectations of the factory's off-season collection and shipment.
There is a product field this year's performance can provide a reference for the home air-conditioning market, but this reference may bring the feeling of rabbit fox sorrow, the market retail sales in the first half of this year has seen a sharp decline. I understand the status of some businesses, The retail scale of some online merchants in the past half year has not been 40% of last year. The market trend of this product has a very obvious wind vane effect on the overall environment of household air conditioners.
In the peak season of this year, many manufacturers have already felt the coolness of the market. Even if there is a long-term favorable weather in the main area represented by East China, it will not stimulate the outbreak of retail sales in the terminal retail market. The degree of weakness can be seen. The scarcity of endogenous resources in the market will exist as a normal phenomenon for a long period of time in the future. The blank point of market demand is less than many people think.
In fact, many aspects of the macroeconomic environment will bring the impact of the stagnation of the air-conditioning industry. After the tightening of fiscal and monetary policies, the air-conditioning manufacturers will become more and more financially nervous. The real estate market has already shown signs of fatigue under this macro adjustment. The reason why the air-conditioning market is faltering this year, one of the related factors is that the real estate market is difficult to provide enough space for new air conditioning products. From existing In terms of situation, the driving force of real estate to the air-conditioning market will only become weaker.
The reduction in demand scale is still second. The steep increase in the pressure of survival is the real issue in the industry. The large home appliance companies represented by Midea, Gree and Haier still have room for efficiency. Many small and medium-sized brands that may be in the profit and loss sector may Faced with very heavy profit pressures. High raw material costs, stricter environmental requirements, and new taxes and social security policies to be implemented next year will affect the survival of enterprises.
What is even more worrying is that under the influence of the market competition game, the assessment of the company's own marketing system has not been slowed down due to external unfavorable factors. The entire industry has formed a high growth demand for the market and the resources of the market itself. A huge gap, this kind of scissors will further intensify the competitive landscape of the industry. In addition, the future trend of the export market may not be satisfactory.
Therefore, in the 2019 cold years where endogenous resource demand and external opportunities are scarce, it is a huge difficulty to give each air conditioner manufacturer a choice. But some people say that what really makes you is the choice of the darkest moment, 2019 cold The choice of various manufacturers in the year will determine the evolution of the industry in the later stage, and also determine the survival and development status of each manufacturer in the market.
