The data shows that the air-conditioning market did not advance as much as the same period last year. The transformation of products to the middle and high-end, the cultivation of new growth points, will become the main task of many enterprises in the air-conditioning market this year.
First quarter growth slowed down
This year, the air-conditioning industry may not be able to make great progress as it did last year. According to data from Avi Cloud (AVC), in January-February, the retail sales of air conditioners totaled 12.6 billion yuan, down 4.0% year-on-year, and the retail volume was 3.2 million units, down 11.7% year-on-year. In the first quarter of this year, the overall retail sales of air conditioners was 33.9 billion yuan, up 14.9% year-on-year, and the retail sales volume was 9.15 million units, up 9.5% year-on-year. In March, the overall market volume rose, but last year. The year-on-year growth rate of retail sales in the first quarter still declined.
Aowei Yunwang believes that from the end of last year to the beginning of this year, air-conditioner sales showed a slowdown in year-on-year growth. Combined with factors such as real estate regulation, capacity expansion and increased competition, the air-conditioning industry entered an adjustment period this year. From the perspective of regional markets, the impact of real estate regulation on demand in first-tier cities has emerged. Cities such as Beijing, Shanghai and Guangzhou have experienced a year-on-year decline in the first quarter. On the contrary, the main growth areas are concentrated in the second and third tier regions, especially those with lower 100 household ownership; In terms of brand structure, the pressure of leading brands on second- and third-line brands is increasing day by day, and the concentration of top3 brands continues to increase. In order to seize more market share, the average price increase of second-tier brands is smaller than that of first-line brands.
Price increases have become a trend
Aowei Cloud expects that the industry will enter the shift period in 2018. It is estimated that the annual retail sales will be 53.13 million units, down 5.4% year-on-year, and the retail sales will be 186 billion yuan, down 3.7% year-on-year.
According to industry analysts, under this circumstance, the market oligopoly trend of the air-conditioning industry will become more and more obvious, and the cost pressure will also promote the upgrading of the industrial structure. The era of rapid expansion of online channels has passed. At the same time, the era of price hikes in the air-conditioning market is coming, and the mid- to high-end market is increasingly valued.
According to the monthly retail monitoring data of Zhongyikang Line, the average price of air-conditioning market in 2017 is 3762 yuan, a year-on-year increase of 7.2%. Among them, the average price of the middle and low end products rose the most.
Recently, Li Xinghao, Chairman and President of the Board of Directors of Zhigao Group, said in an interview at the 2nd China Manufacturing Innovation and Development Forum and the Zhigao 4·19 Super Brand Day Launching Conference that “Make China Made Again Greatâ€, in the interview, said that due to the rising cost of raw materials, Since the beginning of this year, the price of Chigo air conditioners has been adjusted several times, and the price is raised every month. It is only a step-by-step price increase, not a one-step. "Compared with the beginning of the year, the current price of Chigo air conditioners has risen by more than a dozen points."
Looking for new growth points globally
According to the annual report of Zhigao Holding, the revenue achieved last year was 10.736 billion yuan, a year-on-year increase of 15.4%. Among them, Chigo’s sales in the Americas, Europe and Oceania increased by 50.1%, 31.1% and 11.8%, respectively.
In the future, Chigo Air Conditioning will move in the three directions of high-end, intelligent and global. "Zhegao will continue to focus resources and energy to promote the growth of smart air-conditioning products." Li Xinghao said.
Another air-conditioning giant, Gree, has actively established its own brand in overseas markets and has begun to vigorously promote central air-conditioning.
At the Canton Fair held recently, Gree exhibited the GMV6 artificial intelligence multi-connection, which is the core technology of Gree artificial intelligence central air-conditioning. This technology can be combined with weather forecasting and compressor cooling characteristics of the electric heating feedforward control strategy. It can predict the future weather temperature change trend in advance, further intelligently control the compressor oil temperature heating belt, reduce the 80% opening time of electric heating, and realize outdoor The standby power consumption of the machine is as low as 1W.
Gree related people told reporters that at present, Gree is working on central air-conditioning, and hopes to occupy half of the sales share in the global market in the future. In the future, the introduction of central air-conditioning that highlights Gree's own brand in overseas markets will be the focus of overseas expansion.
It is reported that Gree has taken advantage of the OEM approach to gain market share in many areas of the overseas market. However, in recent years, Gree air conditioners are appearing more and more in overseas markets.
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