The hot air-conditioner sales trend has been terminated in July 2018. According to industry online data, the output of household air conditioners in July was 14.152 million units, a year-on-year increase of 2.6%, and the sales volume was 13.695 million units, down 2.6% year-on-year.
Retail market fell year-on-year
July is the golden season for sales in the air-conditioning industry, but last year's hot sales did not reappear this year. The reason for the online analysis of the industry is that the high-temperature rainwater coexists across the country. As the largest area in the air-conditioning market, the East China region is accompanied by rainwater, the retail market. Did not meet industry expectations, down 31% year-on-year, causing the company's original scheduling has also been lowered. Yang Jie, general manager of Industry Online, said, 'From the data of the 7th and August scheduling of the companies we monitor, The company has begun to actively adjust. '
In fact, according to the data released by the National Confidence Center, the growth rate of the domestic air-conditioning market in the 2018 cold year has decreased compared with the 2017 cold year. In the 2018 cold year, the domestic retail price of air-conditioners was 65.53 million units, an increase of 16.56% year-on-year. In the year, the sales volume and sales of the air-conditioning industry increased by 28.5% and 30% respectively.
In addition, a person in charge of the company disclosed that the inventory of air-conditioning industry in 2017 was 30 million units, and it increased to 48 million units in 2018. It is estimated that the air-conditioner inventory in 2019 will reach 58 million units. The high inventory of air-conditioning industry indicates the market sales. Resistance, on the other hand, also indicates more intense market competition. The survival space of small brands will continue to be squeezed. Both air conditioner manufacturers and channel operators will face different tests.
How do air-conditioning companies choose channels?
In the retail market, the year-on-year decline, the future weather conditions are uncertain, the first-line market is subject to real estate development, how do air-conditioning companies choose channels? How to focus on online and offline? First, analyze the characteristics of online and offline channels, then Start with your own positioning.
In terms of retail sales, the offline market dominates. According to the total data released by Zhongyikang, in the first half of 2018, the retail sales of air-conditioners accounted for 35.7% of the overall market, and the retail sales of offline market accounted for 64.3% of the overall market. From the perspective of air-conditioners at different price points, consumers who purchase hang-ups below 2,000 yuan have 54.7 to choose online channel purchases, and 92.8% of consumers who purchase hang-ups over 5,000 yuan choose to purchase from offline channels.
Liu Long, an analyst at Zhongyikang Times, said that air-conditioning companies can choose the main sales channels according to their own positioning. If they are mainly low-end products, they should actively embrace the online. If the air-conditioning brand sells high-end products, it should reject the line. On the temptation, we can't let the online mess up our offline base camp. If the product line is long and the proportion of low-end and high-end products is relatively balanced, we must develop the online and offline markets.