"The well-known and unfamiliar ones in the air-conditioning industry, including those under-branded and counterfeit ones, may have more than 600 brands if you count them all in.";
"I don't know if there are more than 600, but there must be 200-300 brands";
"There are dozens of air-conditioning brands starting with Pa (referring to fake Panasonic brand)";
These are the various voices obtained by reporters from the State Grid Corporation of China during their recent visits to research air-conditioning companies. It does not matter how many brands survive in the air-conditioning market. What is important is that more and more people have seen that the air-conditioning industry is still in a good situation.
After experiencing the high growth in the last cold year, at the beginning of the cold year of 2018, the industry was originally cautious about this year's air-conditioning market: Many people feel that the real estate is cold, and God may not show its face every year. However, looking at the current situation of high temperature warning in many provinces, the air-conditioning industry is still performing the "last carnival" before the end of the cold year.
Judging from the current data feedback from all parties, the air-conditioning industry in the cold year of 2018 is still growing well. A reporter from the State Grid Corporation of China received confirmation from upstream compressor companies: The conservative growth rate of the air-conditioning industry this year is 18% (the cold year of 2018, following the output of 160 million units last year, and 190 million units this year) The reporter said that the air-conditioning industry should have more than ten percent growth this year.
The growth of the brand is also accompanied by a shadow. Some people have completed the set goals for this year, and some companies have crossed the hurdles of "million units" and "10 million units" respectively. The "identity" of the industry has thus advanced to a new level. Many companies have "resurrected" again, making a fortune in a muffled voice, and some have made quick money.
Of course, it's all about growth, it depends on how you understand it. However, a reporter from the State Grid Corporation of China had a particularly strong feeling during the research process that many brands are currently participating in the competition with a "gambling" mentality. The high growth of the industry last year was a "watershed".
According to the data released by the China State Grid 2017 China Air Conditioning Industry Summit Forum, my country's overall domestic air-conditioning retail market reached 56.22 million units in the cold year of 2017, an increase of 28.5% year-on-year, and sales increased by 30.5% year-on-year, setting a record for the highest sales in history. The external environment last year was also particularly favorable. The continuous high temperature weather that swept through most areas of the country, the lagging effect of the hot real estate market, the acceleration of urbanization, the increase in the penetration rate of mainstream enterprise e-commerce platforms, and the increase in the activity of the fourth-tier and below markets, these factors promote While the industry is growing, more people see that the air-conditioning market is "profitable."
For example, some time ago, a Guangdong air-conditioning brand called "Xin Ying Yan" appeared in the public eye. According to public information, this company was established in February 2017. At first glance, it is a new brand, but "Xin Ying Yan" is actually a " "Veteran", its predecessor was called "Yingyan". It withdrew from the market in 2005, but in the past two years it started to come back with "New Yingyan". According to industry sources, the number of new Yingyan last year was close to 800,000 units.
There are many companies and large-scale air-conditioning brands such as "Xinyingyan". Yuetu is also a company that "has pity for the same disease". From Wenzhou Yuetu to Ninghua Yuetu, it has been ups and downs all the way, but in the last two years, air-conditioning The positive momentum of the industry has brought room for growth to this company. It is reported that Yuetu's volume this year has reached "million units."
Air-conditioning brands with less than one million units are clustered and active in the market. From tens of thousands to hundreds of thousands of units, their "identities" are different, including black brand air conditioners, and some "unknown brands" operated by agents themselves. "Brands, there are also brands that are randomly registered under short-term behavior, and there are also a lot of counterfeit brands.
These brands have commonalities. Most of them have no self-built factories, complete technology research and development and product development platforms, no mature and independent brand promotion and marketing systems, and complete after-sales service capabilities. The vast majority of these brands Enter in the form of OEM, with the main purpose of making profit.
When it comes to OEM, a reporter from the State Grid of China learned during the survey that there are also tens of millions of air-conditioning companies in the industry that "accept all OEMs", according to an informed executive of an air-conditioning company. Regardless of whether it is a miscellaneous brand or a counterfeit brand, the company will also OEM for it, so as to incur dissatisfaction with the channel business.
It is worth noting that the re-entry of Xiaomi fully exemplifies that the air-conditioning industry is still beautiful. Xiaomi recently released the Mijia Internet Air Conditioner, which has a retail price of 1999 yuan and a public test price of only 999.5 yuan. This is the third time it has launched a battle in the air-conditioning industry after launching the i·Youth smart air conditioner with Midea in 2015 and the Zhimi air conditioner in 2017. "Although the four aspects of innovation in quality, technology, appearance, and after-sales are "four no personnel", Xiaomi still has to enter the air-conditioning market under the old banner of the Internet.
"Many air-conditioning companies currently have a gambling mentality," Guo Meide summed up.
Low innovation in the white goods categoryIntelligent fresh-keeping, temperature and humidity storage, worry-free food, healthy sterilization, intelligent speed inverter motor, cold water washing, washing and drying integration, these new features and technical highlights have frequently appeared in ice washing products since last year. In contrast, the air conditioner industry The activity of technological innovation in the past two years has been relatively weak, and even the air-conditioning companies that have recently completed the first round of opening and sounding in the new cold year have not released technologies that can be described as stunning.
For example, Ferrari is very popular and passionate, but Oaks is playing a special role in brand marketing; TCL air-conditioning "Every Degree of Smart Home", the theme of the event is very warm, but there is no technical hot spot on the product; other brands are still open. The main purpose is to preemptively complete the channel to attract funds.
"In the white TV category, the main selling points of air conditioners in the past two years have been around quick cooling, quick heating, and wind feeling. There are no innovative and disruptive technologies. In the past two years, ice washing products have focused on door panels, refrigeration, freezing, temperature, On the contrary, innovations in many dimensions such as humidity, washing technology, motor technology, and large capacity are relatively active.†Guo Meide analyzed to reporters that this is related to the degree of competition in several major categories. The ice washing market has been fiercely competitive in recent years, and the industry has even experienced negative growth and trending. In order to stabilize, companies can only seek more lasting development and stability through continuous innovation and differentiation of product technology. The air-conditioning market is still growing in recent years. The market trend is good. Under the premise that the company is profitable, the product technology Innovation will weaken.
The relevant person in charge of Chigo air-conditioning told reporters that in terms of products, Chigo mainly promotes iterative products of "Smart King". The relevant person in charge of Midea air conditioners told reporters that at present, Midea air conditioners are focusing on promoting its "cool feeling but no wind feeling" series of air conditioners, and new products with "cool feeling but no wind feeling" will be launched in the cold year of 2019. "We are currently distinguished from the entire traditional air conditioner by the sense of windlessness, which is similar to the difference between the previous inverter air conditioner and the traditional fixed speed air conditioner," said the person in charge of Midea air conditioner.
Conjecture of Head Camp Seating ChangeThe air-conditioning industry quickly referred to Gree and Midea as the “duopoly†of the industry. These two accounted for about 70% of the industry’s market share. The third- and lower-ranked brands were named No. 1 due to the large gap in market share from the oligarchs. 2. The third camp brand. In the past two years, there has been fierce competition among the second camp. Seating has changed with the different market strategies and channel models of each market. There are many things to watch. Subtle changes are also taking place between the two oligarchs.
If Midea air conditioners were experimenting with T+3 mode in the past two years, then this year's T+3 mode has been fully launched in Midea air conditioners. The industry’s rumored channel inventory of 40 million sets and soon approaching 50 million sets can be amortized in Midea air conditioners. "We don’t have much inventory, and the current inventory of several million sets is within a reasonable range." The person in charge of Midea air-conditioning said.
Different from the impression that Gree’s market share is “working step by step†in the first few years, Midea air-conditioning has improved its product leadership and has created more efficiency advantages in channels and industrial chains in recent years.
Gree’s biggest advantage is its brand power and its strong offline channel advantages. For Gree, the amount of channel inventory it carries is self-evident.
At present, according to some public third-party data, Gree still holds the top position in the market, but its growth rate is at a disadvantage compared with its old rival, Midea. This subtle change and the increasingly different competition styles between the two There is a kind of speculation in the industry: when the seats of the oligarchs will change, it may only be a matter of time.
According to the data released by Aoweiyun.com in the first half of 2018, Gree’s offline retail sales share was 38.3%, and Midea’s offline retail share of air conditioners was 25.3%. However, Gree’s growth rate only slightly increased by 0.1%, basically unchanged. Air conditioners increased slightly by 1.0%, and in terms of average product prices, Midea’s growth rate was 1.6% higher than that of Gree.
With a volume of more than 10 million units, AUX has been fully e-commerce. An industry source analyzed to reporters that the purpose of AUX’s e-commerce in recent years is to grab the concept of "the number one brand of Internet air conditioners" and achieve the goal of listing. . "At present, the relationship between the e-commerce platform and Oaks is mutually supportive. It is not suspenseful that Oaks becomes the number one e-commerce company. However, this model of betting has never been risk-free in the long run. It is like putting eggs in. In a basket."
Of course, Oaks' momentum in the past two years has been violent and has sent itself to the top three rankings in the industry. Therefore, there is a bolder guess in the industry: At present, air-conditioning companies have begun to adjust their business models and strategies, and the future pattern is not static. Whoever has a lot of room for imagination may bring a new situation to the industry.
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