The air-conditioning industry encountered another "cyclical downturn" challenge.
Industry online statistics show that as of December 2011, domestic air-conditioning companies had 11.98 million factory inventories, which exceeded the historic high of 11.74 million units in February 2008. Sun Ming President Jin Ming said, "This year, the inventory pressure faced by the upper reaches of the home appliance industry is prominent. There is nearly 20 million sets of inventory for only one air conditioner category, more than any previous year."
Looking back at the history of the past 10 years, cyclical adjustment has become a law that all air-conditioning companies in China cannot escape. However, how to find a "turning overtaking, bucking the trend" opportunity in the "cyclical fall" has become the focus of major domestic air-conditioning giants this year. Abandoning the traditional “scale-based price expansion drive†and building “science and technology innovation to drive market development†has become the main means of leading enterprises in the industry.
The cyclical decline: In the midst of this year's start, the domestic air-conditioning market has been caught in an environment of "cold pressing." Industry online statistics show that domestic sales of air conditioners have declined for three consecutive months, and exports have fallen for five consecutive months. China Yikang data statistics, as of November 2011, the air-conditioning industry showed negative growth for five consecutive months. In the past New Year's Day and Spring Festival, sales of air-conditioning companies failed to achieve significant growth.
In the air-conditioning industry, "both domestic and foreign sales both slid" behind it is China's air-conditioning industry encountered "a series of home appliance stimulus policy exit, real estate regulation and market demand and early release caused by low demand, Europe and the United States caused by debt crisis weakened overseas purchasing power" and other serial shocks .
However, in the view of Southwest Securities analyst Li Hui, "As the air conditioning is most sensitive to the price of copper and crude oil, this year, the United States, Haier and other industry leaders will directly benefit from the decline in raw material costs, cost correction will further boost the leading company in the second half Gross margin."
“This year, the air-conditioning market will enter the adjustment period, and the growth of the air-conditioning industry may slow down. However, the competition caused by excess capacity will continue to reshuffle the industry, and some brands will withdraw from the market and the industry concentration will further increase,†said Deng Yongkang, an analyst at Shanghai Securities. Under this kind of industry situation, leading players such as Midea and Haier will further expand their market share.
From 2000 to 2004, from 2006 to 2007, and from 2009 to 2011, China's air-conditioning industry experienced three cyclical increases, and it also fell into a cyclical fall in 2005, 2008, and 2012. According to Zhang Yanbin, Dean of the Ovid Consulting and Research Institute, “Urban Elimination Renewal Demand, Increased Demand for Township Demand, Increased Demand for Rural Demand, New Commercial Housing Mobility Demand, and New Safeguarded Housing Demand, will Drive China in 2012 The growth of the air-conditioning industry has remained at a stable level."
In 2012, the Ministry of Commerce will study the introduction of a new stimulus package for household appliances and inverter air conditioners that are expected to receive subsidies for “energy-saving benefits†in the second half of this year. These will all bring sunshine to the air-conditioning industry in the dark clouds.
Enterprise Qi Tengyun: Breaking down the growth of the amount of inventories, the lack of market demand, and not blocking the domestic air-conditioning leading enterprises to expand momentum.
A few days ago, Chigo Air Conditioning announced that the world’s first variable frequency cloud air conditioner will be available in early March. For the original intention of the introduction of variable-frequency cloud air conditioners, Zheng Zuyi, the new chairman of Chico Air Conditioning and chief designer of cloud air-conditioning, frankly stated, “By integrating cloud computing technology into the traditional air-conditioning industry, air-conditioning in users' homes will never lag behind.â€
It is reported that with the help of the "cloud service center" established in the early days of Chigo, Chigo's inverter air conditioners in various parts of the country are provided with special functions such as remote control, self-adaptive defrosting, sleep function, remote detection, and automatic upgrade. Since the "technological innovation" bottleneck, with the help of IT means and intelligent technologies, the future development of the air-conditioning industry has opened up.
Haier air conditioning has always been leading, once again highlighting the strength of the industry's big brother, following the recent Haier and Gree won the National Science and Technology Progress Award second prize, Haier Air Conditioning Japan Inverter Air Conditioning Technology Research Center also announced the completion of the first scientific research results "broadband fluorine-free inverter "Technology" has been applied to various Haier inverter air conditioners. "China Enterprise News" reporter noted that as the first company in China's air-conditioning industry to establish a frequency conversion technology R&D center in Japan, Haier not only achieved the integration of Japan's R&D resources with the strongest global innovation in frequency conversion technology, but also completed the development of China's air-conditioning industry. Globalization, manufacturing globalization, and the triple globalization of technological innovation globalization.
The air-conditioners that had achieved "Frequency-Converter Air-Conditioning Triple Crown" and completed the popularization of variable-frequency air-conditioners last year started again with the theme of "all-DC upgrades" and once again opened up the upgrading of China's air-conditioning industry and achieved simultaneous development with global air-conditioning consumption. , More to open the Chinese air conditioning industry "upgrade transformation" curtain. Midea's first-ever construction of the “Integrated Industry-Chain Inverter Air-Conditioning†business model has become the benchmark for major domestic air-conditioning companies to use for reference this year.
Market analysts pointed out that “Either Zhigao’s cloud air conditioning, Haier’s Japan Inverter Technology Research Center, or Midea’s full DC upgrade are all driven by technological innovation. This shows that China’s air conditioning industry has been developing for more than 20 years. By integrating global resources, making innovations in technology, and seeking new growth methods."
As a home appliance chain company whose air-conditioning companies have implemented new technology products “close to the doorstepâ€, Suning Appliance recently stated that it will “through the country’s 1750 stores and sufficient cash flow to tide over difficulties with upstream companies and initiate a new round of clean-up operations. â€
[Reporter's observation]
When the transformation and upgrading of household appliances is implemented, it is an old proposition that has been placed in front of the Chinese home appliance industry for many years to increase technological innovation and seek structural adjustment.
For the Chinese home appliance industry, which is accustomed to explosive growth driven by dividends such as policies and demographics, it is not the first time that a cold winter has been encountered. In the past global financial crisis of 2008, when many foreign-funded enterprises and multinational giants suffered from “growth difficulties and development difficultiesâ€, the Chinese home appliance industry calmly stepped out and obtained the opportunity to “carry overâ€.
Right now, the deepening of the debt crisis in Europe and the United States and the tightening of domestic macroeconomic controls have again hit the domestic appliance companies with more reason and confidence to emerge from the crisis. The only difference is that the country’s national stimulus policies have been withdrawn, the market demand was released earlier, and the current market environment is more severe. Transformation and upgrading are already imminent.
In the end, how should a home appliance company transform and where will the technological innovation transition fall? Recently, Xu Dongsheng, the general secretary of the China Household Electrical Appliances Association, disclosed at the “2011-2012 China High-end Appliance Trends Announcement and the 'Red Top Awards' Award Ceremony†that “For the Chinese home appliance industry, the era of rapid growth through scale expansion has gradually passed. In order to cope with changes in the consumer market and economic environment, industrial transformation and upgrading is the only way for the development of China's home appliance industry. Among many development roads, advancing to the high-end market has become the first choice for many brands of home appliance companies."
The key to the transformation from a large-scale, low-end market to a profit-oriented high-end market is precisely the deep innovation of products based on technology and driven by consumer demand. "China Enterprise News" reporter from the Chinese home appliance "Red Top Award" award-winning product list to see, the United States and the full DC inverter air conditioner Galaxy KD360, Haier refrigerator BCD-268WBCS, Haier washing machine XQG70-HB1486, boss hood 8212, Galanz microwave oven UOVO and bud Wangfu YFC308 and a series of products, quickly became a benchmark for the development of various categories after being introduced to the market, and were sought after by the market and consumers.
In recent years, as the income of Chinese residents has gradually increased, the degree of attention to home appliances has also shown a trend of “diversificationâ€. Environmental protection, energy saving, low-carbon functions, and considerate and comfortable human design have made consumption upgrades very obvious. This has also become a key support for leading industries such as Haier, Midea and Galanz to promote the transformation of high-end industries in recent years.
As Xu Dongsheng said, although the overall growth rate of the home appliance market slowed down in the second half of 2011, home appliance companies targeting the high-end market performed well, with little impact from the external environment. Obviously, the driving force for growth of leading enterprises is precisely to grasp the direction of industrial development in advance, find the supporting points for upgrading and transformation, and finally transform the transformation from a goal to an action and promote the development of the entire industry.
Industry online statistics show that as of December 2011, domestic air-conditioning companies had 11.98 million factory inventories, which exceeded the historic high of 11.74 million units in February 2008. Sun Ming President Jin Ming said, "This year, the inventory pressure faced by the upper reaches of the home appliance industry is prominent. There is nearly 20 million sets of inventory for only one air conditioner category, more than any previous year."
Looking back at the history of the past 10 years, cyclical adjustment has become a law that all air-conditioning companies in China cannot escape. However, how to find a "turning overtaking, bucking the trend" opportunity in the "cyclical fall" has become the focus of major domestic air-conditioning giants this year. Abandoning the traditional “scale-based price expansion drive†and building “science and technology innovation to drive market development†has become the main means of leading enterprises in the industry.
The cyclical decline: In the midst of this year's start, the domestic air-conditioning market has been caught in an environment of "cold pressing." Industry online statistics show that domestic sales of air conditioners have declined for three consecutive months, and exports have fallen for five consecutive months. China Yikang data statistics, as of November 2011, the air-conditioning industry showed negative growth for five consecutive months. In the past New Year's Day and Spring Festival, sales of air-conditioning companies failed to achieve significant growth.
In the air-conditioning industry, "both domestic and foreign sales both slid" behind it is China's air-conditioning industry encountered "a series of home appliance stimulus policy exit, real estate regulation and market demand and early release caused by low demand, Europe and the United States caused by debt crisis weakened overseas purchasing power" and other serial shocks .
However, in the view of Southwest Securities analyst Li Hui, "As the air conditioning is most sensitive to the price of copper and crude oil, this year, the United States, Haier and other industry leaders will directly benefit from the decline in raw material costs, cost correction will further boost the leading company in the second half Gross margin."
“This year, the air-conditioning market will enter the adjustment period, and the growth of the air-conditioning industry may slow down. However, the competition caused by excess capacity will continue to reshuffle the industry, and some brands will withdraw from the market and the industry concentration will further increase,†said Deng Yongkang, an analyst at Shanghai Securities. Under this kind of industry situation, leading players such as Midea and Haier will further expand their market share.
From 2000 to 2004, from 2006 to 2007, and from 2009 to 2011, China's air-conditioning industry experienced three cyclical increases, and it also fell into a cyclical fall in 2005, 2008, and 2012. According to Zhang Yanbin, Dean of the Ovid Consulting and Research Institute, “Urban Elimination Renewal Demand, Increased Demand for Township Demand, Increased Demand for Rural Demand, New Commercial Housing Mobility Demand, and New Safeguarded Housing Demand, will Drive China in 2012 The growth of the air-conditioning industry has remained at a stable level."
In 2012, the Ministry of Commerce will study the introduction of a new stimulus package for household appliances and inverter air conditioners that are expected to receive subsidies for “energy-saving benefits†in the second half of this year. These will all bring sunshine to the air-conditioning industry in the dark clouds.
Enterprise Qi Tengyun: Breaking down the growth of the amount of inventories, the lack of market demand, and not blocking the domestic air-conditioning leading enterprises to expand momentum.
A few days ago, Chigo Air Conditioning announced that the world’s first variable frequency cloud air conditioner will be available in early March. For the original intention of the introduction of variable-frequency cloud air conditioners, Zheng Zuyi, the new chairman of Chico Air Conditioning and chief designer of cloud air-conditioning, frankly stated, “By integrating cloud computing technology into the traditional air-conditioning industry, air-conditioning in users' homes will never lag behind.â€
It is reported that with the help of the "cloud service center" established in the early days of Chigo, Chigo's inverter air conditioners in various parts of the country are provided with special functions such as remote control, self-adaptive defrosting, sleep function, remote detection, and automatic upgrade. Since the "technological innovation" bottleneck, with the help of IT means and intelligent technologies, the future development of the air-conditioning industry has opened up.
Haier air conditioning has always been leading, once again highlighting the strength of the industry's big brother, following the recent Haier and Gree won the National Science and Technology Progress Award second prize, Haier Air Conditioning Japan Inverter Air Conditioning Technology Research Center also announced the completion of the first scientific research results "broadband fluorine-free inverter "Technology" has been applied to various Haier inverter air conditioners. "China Enterprise News" reporter noted that as the first company in China's air-conditioning industry to establish a frequency conversion technology R&D center in Japan, Haier not only achieved the integration of Japan's R&D resources with the strongest global innovation in frequency conversion technology, but also completed the development of China's air-conditioning industry. Globalization, manufacturing globalization, and the triple globalization of technological innovation globalization.
The air-conditioners that had achieved "Frequency-Converter Air-Conditioning Triple Crown" and completed the popularization of variable-frequency air-conditioners last year started again with the theme of "all-DC upgrades" and once again opened up the upgrading of China's air-conditioning industry and achieved simultaneous development with global air-conditioning consumption. , More to open the Chinese air conditioning industry "upgrade transformation" curtain. Midea's first-ever construction of the “Integrated Industry-Chain Inverter Air-Conditioning†business model has become the benchmark for major domestic air-conditioning companies to use for reference this year.
Market analysts pointed out that “Either Zhigao’s cloud air conditioning, Haier’s Japan Inverter Technology Research Center, or Midea’s full DC upgrade are all driven by technological innovation. This shows that China’s air conditioning industry has been developing for more than 20 years. By integrating global resources, making innovations in technology, and seeking new growth methods."
As a home appliance chain company whose air-conditioning companies have implemented new technology products “close to the doorstepâ€, Suning Appliance recently stated that it will “through the country’s 1750 stores and sufficient cash flow to tide over difficulties with upstream companies and initiate a new round of clean-up operations. â€
[Reporter's observation]
When the transformation and upgrading of household appliances is implemented, it is an old proposition that has been placed in front of the Chinese home appliance industry for many years to increase technological innovation and seek structural adjustment.
For the Chinese home appliance industry, which is accustomed to explosive growth driven by dividends such as policies and demographics, it is not the first time that a cold winter has been encountered. In the past global financial crisis of 2008, when many foreign-funded enterprises and multinational giants suffered from “growth difficulties and development difficultiesâ€, the Chinese home appliance industry calmly stepped out and obtained the opportunity to “carry overâ€.
Right now, the deepening of the debt crisis in Europe and the United States and the tightening of domestic macroeconomic controls have again hit the domestic appliance companies with more reason and confidence to emerge from the crisis. The only difference is that the country’s national stimulus policies have been withdrawn, the market demand was released earlier, and the current market environment is more severe. Transformation and upgrading are already imminent.
In the end, how should a home appliance company transform and where will the technological innovation transition fall? Recently, Xu Dongsheng, the general secretary of the China Household Electrical Appliances Association, disclosed at the “2011-2012 China High-end Appliance Trends Announcement and the 'Red Top Awards' Award Ceremony†that “For the Chinese home appliance industry, the era of rapid growth through scale expansion has gradually passed. In order to cope with changes in the consumer market and economic environment, industrial transformation and upgrading is the only way for the development of China's home appliance industry. Among many development roads, advancing to the high-end market has become the first choice for many brands of home appliance companies."
The key to the transformation from a large-scale, low-end market to a profit-oriented high-end market is precisely the deep innovation of products based on technology and driven by consumer demand. "China Enterprise News" reporter from the Chinese home appliance "Red Top Award" award-winning product list to see, the United States and the full DC inverter air conditioner Galaxy KD360, Haier refrigerator BCD-268WBCS, Haier washing machine XQG70-HB1486, boss hood 8212, Galanz microwave oven UOVO and bud Wangfu YFC308 and a series of products, quickly became a benchmark for the development of various categories after being introduced to the market, and were sought after by the market and consumers.
In recent years, as the income of Chinese residents has gradually increased, the degree of attention to home appliances has also shown a trend of “diversificationâ€. Environmental protection, energy saving, low-carbon functions, and considerate and comfortable human design have made consumption upgrades very obvious. This has also become a key support for leading industries such as Haier, Midea and Galanz to promote the transformation of high-end industries in recent years.
As Xu Dongsheng said, although the overall growth rate of the home appliance market slowed down in the second half of 2011, home appliance companies targeting the high-end market performed well, with little impact from the external environment. Obviously, the driving force for growth of leading enterprises is precisely to grasp the direction of industrial development in advance, find the supporting points for upgrading and transformation, and finally transform the transformation from a goal to an action and promote the development of the entire industry.
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