The two main development lines of China's air-conditioning market are getting closer in summer, and the temperature in the whole country gradually increases from south to north. Domestic sales of air conditioners are still tepid, while the export market is still in the "cold winter period". According to statistics from the General Administration of Customs, in January-February, China ’s air-conditioning exports were 4.036 million units, a year-on-year decrease of 35.1%, which greatly exceeded the overall adjustment of Hangzhou ’s air-conditioning wholesale nationwide foreign trade exports (-21.1%). Exceeded the expectations of industry insiders. According to the relevant report of the China Household Electrical Appliances Association, the proportion of exports from January to February in the same period also fell by 3 percentage points. The sharp decline in the export market, which occupies 55% of China's air-conditioning industry sales, is even worse for the pressured air-conditioning industry and is in crisis. How will the air conditioner in the freezing year 2009 pass through the mist? The answer seems to have been revealed-to increase the price of air-conditioning products in Hangzhou, and to expand the domestic market. As early as this year's Central Economic Work Conference, the keynote of China's economic development in 2009-"guarantee growth, expand domestic demand, and adjust structure", was also set as a prescription for the air-conditioning industry to respond to the financial crisis. Inverter air conditioner: triggering the upgrading of products in the urban market. According to the China Household Appliances Market Research Group jointly organized by the National Information Center Market Division and China State Grid, the 2008 Annual Domestic Major City Air Conditioner Market Retail Monitoring Report shows that in 2008, the sales scale of inverter air conditioners It is still low, but the increase in sales volume is obvious. The installation market share of inverter air conditioners in Hangzhou air conditioners was donated from 6.02% in 2007 to 7.28%, and the share increase reached 21%, which is in a clear growth trend. Since the opening of the freezing year in 2009, the inverter air conditioner has become more popular. At the end of last year, the US air conditioner entered the inverter market with a high profile. For a time, the slogan of "buy inverter and beauty pageant" was everywhere. . In February of this year, Gree, another domestic air-conditioning giant, announced in Zhuhai that it had launched a global strategic cooperation with Daikin, a Japanese inverter air-conditioning master, to promote the application and development of energy-efficient Hangzhou central air-conditioning inverter technology in China. As one of the leading domestic air-conditioning brands, Haier is not a latecomer, and it has jointly promoted its inverter power-saving air conditioners with many businesses, and as a "converter air-conditioning expert" Hisense also showed its "killer" in March, "Hisense 360 ​​° "Full DC inverter air conditioner" is mass-produced and listed ... Many domestic air-conditioning companies have made efforts in the field of frequency conversion, and even have shown a high degree of homogeneity. Although various concepts are flying all over the world, they all want to compete in the inverter market for Hangzhou central air-conditioning installation. cake".
Industry analysts believe that on the one hand, the primary and secondary markets are gradually saturated, and the demand for product replacement will contribute to the main sales share; on the other hand, in the context of energy conservation and emission reduction policies, energy-efficient air conditioning will be the future development direction. The promotion of energy-efficient air conditioners and variable frequency air conditioners has become the industry consensus. However, analysts believe that the promotion of inverter air conditioners in the Chinese market is gradual. Do n’t expect inverter air conditioners to become the mainstream in the market within one or two years. It takes a relatively long process. The consumer market of inverter air conditioners needs to be cultivated. The industrial chain of Equipment Co., Ltd. needs to be improved. "Household appliances go to the countryside": Enterprises attach great importance to it. On March 5, the results of the first round of air-conditioning projects going to the countryside were announced. 20 domestic and foreign brands such as Gree, Midea, and Panasonic won the bid. According to the "2008 Frozen Annual Domestic Air Conditioning Market" issued by the National Information Center In the White Paper, there are only 18 brands capable of participating in the market competition, and these 18 brands are the winning bidders for home appliances to the countryside. It can be seen that domestic and foreign air-conditioning manufacturers have shown a rare emphasis on the promotion of home appliances to the countryside. Industry analysts believe that after years of fierce competition in the domestic urban market for air-conditioning products, in 2009, the opportunity for home appliances to go to the countryside, the air conditioner companies to march into the stainless steel pressure vessel in rural areas has sounded, the competition in the rural market will erupt in advance. Suning Appliance ’s “Research Report on China ’s Rural Household Appliances Market†released in March also shows that the current penetration rate of air-conditioning products in rural households is 22.1%, with 100 units owned by 25 households. 18.5%.
Compared with refrigerators and washing machines, the penetration rate of air-conditioning products in rural households is still low, and major manufacturers have also seen the potential consumer demand in the future, taking the opportunity of home appliances to the countryside, high-profile layout of the rural market, for the future air separation The expansion of the container site laid a good foundation. I also deeply felt this point in the interview, and took this round of air conditioning to the countryside. Midea Air Conditioning announced that it will take the lead in the countryside with its system competitiveness in products, channels, services and promotion, so that it can expand into the rural market. In the new stage, seize 50% market share of the rural air-conditioning market. In preparing for home appliances to the countryside, Chigo Air Conditioning has built the "Chigo First Village" in West Beijing. In the future, more "Chigo Villages" will be built. At the same time, it will go to the countryside with air filter stores to carry out activities to promote the market in advance Environment, improve channel layout. Wang Xiyang, general manager of Chigo Beijing, told reporters that in the Beijing market, Chigo will use the power of going to the countryside to increase overall sales by 15%. Chen Gang, deputy secretary general of the China Household Electrical Appliances Association, believes that “home appliances going to the countryside†includes air-conditioning products, which indicates that the rural air-conditioning consumer market will usher in a period of growth, and major air-conditioning brands will not dare to ignore them. The reputation of the brand, the rich product line for going to the countryside, and a strong after-sales service system make use of the opportunity of Zhejiang gas storage appliances to go to the countryside to fully impact the rural air-conditioning market in China and win a more favorable situation for enterprise development. LL
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