Air conditioner sales and sales decline for the first time in three years

The rapid growth momentum of air-conditioning companies stopped in the 2012 freezing year. Sales volume and sales volume fell for the first time in three years.

The Information Resources Development Department of the State Information Center and the China National Grid announced the "2012 White Paper on Refrigerating Year China's Air Conditioning Market" (hereinafter referred to as "White Paper") at the "2012 China Air Conditioning Industry Development Summit Forum" held yesterday (August 28). Shows that in the cold year of 2010, the domestic air-conditioner market sales increased by 31.45% year-on-year, and sales increased by 24.13% year-on-year. In the cold year of 2011, the year-on-year sales growth was 20.45%, and the sales increased by 28.64% year-on-year. By the cold year of 2012, domestic Air-conditioner sales decreased by 25.12% year-on-year, and sales decreased by 19.36% year-on-year.

“Policy impact is the relative main reason,” said Cai Ying, Assistant Director of the Information Resource Development Department of the National Information Center. Concentrated introduction of various consumer spending policies has broken the normal laws of economic operation, resulting in the concentrated release of short-term consumption potential. Overdrafts are normal for many years. Spending power. In addition, the early realization of large-scale consumption has created phantom consumption expectations for manufacturers or potential entrants, resulting in a new round of capacity expansion and an imbalance in supply and demand.

“Under the current situation, the air-conditioning industry cannot reproduce the rapid growth of previous years,” Wang Lei, deputy director of the China Household Electrical Appliances Association, told reporters.

Hong Shibin, deputy director of the China Household Electrical Appliances Marketing Committee, believes that the reshuffle of the air-conditioning industry has been delayed for several years due to the impact of various national subsidy policies. Now the stimulus policy overdrafts consumer demand, making the current market sales and sales growth negatively shuffle. Intensified, the past era of the "air-conditioning industry" "cake" is gone, and now we must "grab cake."

Fighting and retreat has become the core of many foreign air-conditioning brands. For example, LG and Samsung have moved to the high-end and commercial markets. Hitachi Air-conditioning has retired from “original imports” to seek space in the Chinese market, and Whirlpool and Electrolux have licensed the brands separately. Channel operators operate.