Affected by global warming, the continuous high temperature in summer makes the air conditioner one of the must-have appliances for every household. The air conditioner is already an artifact for everyone in summer. So every summer, air conditioners are the best-selling home appliances. Air conditioners are a business that depends on the weather. In other seasons, the demand for air conditioners in general households is not high. This leads to the fact that the air conditioners produced by air conditioner manufacturers are concentrated in summer sales. However, air-conditioning generally takes eight years and ten years. Continuous production will inevitably lead to inventory problems in the air-conditioning industry. As the years go by, more and more. The question is whether people are buying less or overproduction.
The air-conditioning market tends to growIt is understood that in late August, the data released by the "2018-2019 China Air Conditioning Industry Summit Forum" jointly sponsored by the Ministry of Information Technology and Industrial Development of the State Information Center, the China Household Electrical Appliances Association and the State Grid Corporation of China, in 2018, The overall sales volume of China's air-conditioning market was 81.53 million units. Among them, the scale of air conditioners sold through retail channels reached 65.53 million units, a year-on-year increase of 16.56%.
The data shows that after the cold year of 2018 (air-conditioning industry terminology, a cold year refers to September of the previous year to August of the current year), the overall market size of the third and fourth tier markets has increased significantly. Among them, the proportion of the tertiary market increased from 11.75% in the last cold year to 12.38%, and the proportion of the fourth-tier market increased from 11.86% in the last cold year to 14.22%, both of which increased Nearly 4 percentage points play an important role in the overall market growth of the air-conditioning industry.
In contrast, the primary and secondary markets are still the main force in the air-conditioning market. It is reported that in the cold year of 2018, the sales volume of the primary market accounted for 51.66%, and the sales volume of the secondary market accounted for 21.74%. The two accounted for 70% of the overall air conditioner market, and the primary and secondary markets were stable. The renewal is the main reason. In the context of consumption upgrades, the structure of air-conditioning products has also changed. In the cold year of 2018, the sales volume of high-end air-conditioning cabinets increased from 46.45% in the last cold year to 56.06%, an increase of nearly 10%.
Fierce market competitionAccording to statistics, in 2017, the number of air conditioners in every 100 households in the country was 96.1, which means that every household has one air conditioner on average, and many households have two to three air conditioners. Obviously, there is still a big gap in the air-conditioning market. Faced with the huge market gap, various brands are rushing to grab. According to incomplete statistics, in 2018 alone, more than 200 air-conditioning brands participated in the competition in the air-conditioning market.
Among them, the first-tier brands have gradually moved to the high-end market after years of operation, and they are favored in first- and second-tier cities. With the obvious growth in the third and fourth tier markets, it has also driven the rapid growth of second-tier air-conditioning brands. It is reported that some brands have more than tens of millions of units in the market. More small brands have taken root in markets and e-commerce platforms in fourth- and fifth-tier cities through their price advantages, and their sales volume has gradually increased. Many small brands have crossed the threshold of one million units.
However, some people in the industry pointed out that many of these small brands are OEM manufacturers whose purpose is to make quick money. They do not have self-built factories, their own technology, and perfect after-sales service. Although the price is low, there are greater safety risks in terms of product quality. As market competition intensifies, the barriers to entry into the air-conditioning market will become higher and higher. We can foresee that in the future, other brands or counterfeit brands that do not have core technologies will eventually be eliminated by the market.
Industry inventory is seriousAir-conditioning is different from other home appliances. Air-conditioning has been able to develop steadily in recent years. A large part of the reason is the high temperature in summer. Faced with the unbearable high temperature in summer, air-conditioning is currently the most direct and effective solution. The high inventory of air conditioners has always been an inevitable topic in the industry. Fang Zhao, vice president of Yangtze Air Conditioning, once said that the inventory of the air conditioner industry in 2017 was 30 million units in the cold year of 2017, which increased to 48 million units in 2018 and is expected to reach 5,800 in the cold year of 2019. Million units.
In accordance with this growth trend, how to deal with these inventories has become the industry's most important concern. The biggest reason why everyone buys air conditioners is the summer heat. If the extreme weather problem is alleviated in the future, or the domestic air conditioner market becomes saturated, where should these stock air conditioners go? In the new cold year, competition in the air-conditioning industry will intensify, and the proportion of mid-to-high-end will continue to increase. Only by enhancing our core competitiveness and increasing investment in product innovation, research and development and after-sales service can we develop steadily in the air-conditioning industry.
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