Created the 2018 cool summer with the highest national average temperature since 1961, the maximum daily temperature of 55 weather stations broke through the historical extreme. Although the heat is difficult, the air-conditioning sales situation is getting tired.
According to the National Information Center, the retail sales of air conditioners in the domestic market in the 2018 cold year was 65.53 million units, an increase of 16.56% year-on-year. Although the air conditioner market in 2018 still maintained the growth rate of these two figures, the growth rate showed a significant slowdown.
Especially in the traditional sales season, air-conditioner sales did not increase and decrease. Industry online data showed that domestic air-conditioner sales in the domestic market in July were 9.88 million units, down 5.1% year-on-year. In the new cold year, the downward trend of the air-conditioning market continues. According to Zhongyikang data, the retail sales of the air-conditioning industry has increased by -4.2% since August.
Breaking through the industry's ups and downs cycle
From the historical data, the number of consecutive positive growth in the ups and downs of the air-conditioning market is generally no more than two. The recent three consecutive years of growth is relatively rare compared to the past. The 2018 cold year air conditioner market has a large degree of 'anticlimactic'. This means the coming of the market adjustment period.
Although the growth rate of the entire air-conditioning industry slowed down, Haier air-conditioning, which transforms healthy air, has risen against the trend. When the market experienced negative growth in August, Haier air-conditioner achieved more than 10% market growth, and in Shenyang, Taiyuan, Tianjin, Tangshan. The market share of 13 centers such as Lanzhou ranks first. From the annual cumulative number, Haier air conditioners accounted for 51% of the market segment of price range above 16,000 yuan since 2018, occupying half of the high-end market. At a price above 12,000 yuan In the paragraph, Haier's self-cleaning air conditioner with the main health function is ranked first.
In the face of the complicated market environment and the increasing market concentration of brand concentration, Haier Air Conditioning not only achieved a contrarian growth in performance through the transformation of healthy air, but also promoted consumption upgrading and industrial structure optimization, and got rid of the air-conditioning industry. "Day to eat" has shaped the model of transformation and upgrading.
From 'making air conditioning' to 'making air'
Under the market situation of homogenization competition and increasing brand concentration, the product technology innovation route represented by health and comfort has become an important force to activate the air-conditioning market. For example, Haier self-cleaning air-conditioner hits the consumption pain point, the masses The foundation is quickly pulled up.
In addition to the product technology, Haier's self-cleaning air conditioner's iterative update speed is just as good. From the early air conditioner internal self-cleaning, internal and external self-cleaning, intelligent self-cleaning, to the "empty net one" of the whole house purification in 15 minutes The birth of the self-cleaning air conditioner in the net, Haier has formed a 'self-cleaning +' product matrix.
In the cold year of 2019, Haier Air Conditioning successfully developed a self-cleaning air conditioner for 'new air'. The user can change the fresh air without opening the window, solving the problem of opening the window heat and closing the window. When Haier 'self-cleaning +' product matrix was When industry companies are eager to follow suit, Haier's strategic thinking has been upgraded to a higher dimension, that is, to abandon the hardware thinking of simply creating air conditioners, and to provide users with healthy air solutions with the idea of 'making air'.
During the AWE2018, Haier Air Conditioning launched the industry's only complete smart health air solution, which includes a complete set of interconnected network devices including self-cleaning, skylight air conditioners, purifiers, new fans, etc., covering living rooms, bedrooms, kitchens, etc. Full scene, full space, adjustable temperature, humidity controllable, indoor air can be purified, outdoor fresh air can be moved into the indoor healthy air solution, and through self-perception, self-judgment, self-processing, realizes the linkage of complete sets of nets Take the initiative to serve people.
In addition, Haier has established a Healthy Air Research Center in Qingdao, Switzerland, Geneva, New Zealand, and accelerated the development of a healthy air ecology strategy. With the deepening of consumption upgrades, the demand for healthy air is expanding, and Haier's healthy air ecology is growing. The exemplary role in leading the transformation and upgrading of the air-conditioning industry has become more prominent.
Experiential interaction blossoms everywhere to stimulate renewal needs
In addition to the support of differentiated product matrix and smart health air solutions, the experiential interaction under the support of huge network contacts also provided a strong impetus for Haier air-conditioning to achieve contrarian growth.
In the context of the continuous release of consumption potential in rural township markets, Haier's air-conditioning contact network has succeeded in inspiring users to renew new demand in villages and towns. Taking Haicheng Town of Anshan City as an example, Haier Air Conditioning Service Engineer provides residents with free home cleaning services through air conditioning. After washing, a basin of black water stimulates the user's new replacement demand. At present, Haier air conditioner has achieved a year-on-year increase of 82% in the region, and the model has been successfully copied to other regions.
Faced with the increasing integration of online and offline contacts and the diversification of retail contacts, Haier Air Conditioning insisted on promoting the upgrading of contacts such as specialty stores, allowing stores to go out and become mobile contacts, and comprehensively enhance the competitiveness of contacts. For example, in Zhengzhou, Haier Air Conditioning moved the demonstration vehicle from the store to the community through the self-cleaning machine. From passive waiting to active access to the user's community, the mobile contact model was created. As of now, the real machine demonstration car In the process of publicity in the community, a community converted 16 sets of sales. August data shows that Zhengzhou Haier air conditioner monthly increase more than 20%.
In addition, Haier Air Conditioning successfully cut into the college community through public welfare cleaning activities, which successfully promoted the improvement of self-cleaning air conditioners in various social fields. Haier Air Conditioning has previously carried out innocent buses, maternal and child health air classrooms and current public welfare. Cleaning and other activities, through the creation of experiential interactive scenes, let users experience the healthy air, and play an important role in promoting the awareness of healthy air consumption and the accelerated popularization of self-cleaning air conditioners.
Under the guidance of the 'personal single-in-one' model, Haier Air Conditioning provides users with healthy air smart solutions through the transformation of healthy air ecology, creating contact networks through various channels to form temperature interactions with users and complete demand transformation. Haier Air Conditioning In the transformation and upgrading process of the Internet of Things era, it is leading the air-conditioning industry into a new development cycle.