Recently, friends in the hot summer days, I believe that they have been sweating profusely by waves of heat waves, as if summer has never been before, and many netizens called out "It’s the air conditioner that saved me again." One life". Indeed, this year's air-conditioning market should be better than in previous years. After the obvious effect of "destocking" last year, most manufacturers "pumped up" again this year, and air-conditioning sales have suffered a "blowout."
High temperature heats up the air-conditioning market
For a long time, the air-conditioning market has been affected by the temperature, and it has been called "food by the sky". Since the summer of this year, as the temperature has soared, more and more people are buying air conditioners, which has greatly increased the sales of air conditioners. Even some brands of air conditioners have been out of stock, causing sales to exceed previous years.
"These days, the sales of air conditioners are particularly good. Many brands in the store have basically sold out. The sales of high-end air conditioners have also seen their best performance in recent years. A single product has sold dozens of units on weekends, a record of 5 Best sales in the year." A salesperson said excitedly in an interview. Moreover, not only the sales staff are overwhelmed, but the downstream purchasing, delivery, and installation staff are even more unstoppable under the scorching sun.
In fact, since the beginning of this year, the air-conditioning market has performed well. According to relevant data, online sales in the overall air-conditioning market in the first quarter of 2017 increased by 128% year-on-year, and offline sales increased by 29% year-on-year, ushering in a good start. After entering June, the hot weather in the northern region added weight to the air-conditioning market, and it soared.
Among them, according to the 29-week data of Zhongyikang, the sales of Hisense air-conditioning offline + online increased by 130.38% year-on-year, ranking first in the industry; Hisense's offline market sales increased by 69.66% year-on-year, ranking first in the industry; offline products The market share increased by 1.6 percentage points year-on-year, and online market sales increased by more than 340% year-on-year, creating the peak growth rate in 2017.
In terms of products, labels such as "first-level energy efficiency", "frequency conversion", "WiFi smart", and "ultra-quiet" are dotted on the product wall, which is very eye-catching. In terms of experience, some brands of air conditioners have added a human body induction function, which can adjust the temperature of the air conditioner according to the human body temperature. Many air conditioner brands have also introduced products with antibacterial and self-cleaning functions. This also shows that the current smart, healthy, high-end air-conditioning products are the mainstream trend of market development.
Industry insiders believe that quality consumption of domestic products has become a trend in the entire home appliance market, and the focus of demand for the new generation of consumption is shifting from low prices and low-end in the past to mid-to-high-end products with high technology content and good brands. It is foreseeable that the brand inverter air conditioners with the characteristics of health, comfort, energy saving and intelligence in the air conditioner market will not only occupy the spire of competition in the air conditioner industry, but will also usher in a broader market space.
Marketing must be moderate
It is undeniable that although the high temperature "heats up" the air-conditioning market, the full market competition environment requires that the marketing of major brands need to be more flexible and diverse, and can quickly cater to the market in order to have the initiative. For this reason, in the summer of this year, the major manufacturers are also full of enthusiasm and marketing tricks.
Among them, Haier launched its advertisements to "TIan Anmen" on "717 Brand Day". There are tens of thousands of people coming and going every day in this solemn place, including the whole world, all over the world, and domestic and foreign countries. The effect of advertising is naturally very good. Awesome, this is also a major breakthrough for Haier in marketing.
Of course, Chigo is not lagging behind. Whether it is in the Great Hall of the People in Beijing to advocate "Make Made in China Great Again", or to announce the renewal of the international superstar Jackie Chan's ten-year brand endorsement, or to launch the "Smart Air Conditioner + Craftsman Boutique" combination boxing in the peak season, Both show Chigo's openness, initiative and insight into user needs in promotion.
But some played well, some played worse, and even "something" happened. Recently, the advertising slogan of Dongge Electric on the handrails of some buses in Hohhot, Inner Mongolia Autonomous Region, has caused concern and controversy. The content of the advertisement was "sweat at high temperatures is the water that enters the brain when the air conditioner is not purchased." The slogan was considered by many citizens as disrespectful to consumers, "like a curse," and violated social civilization. At present, the advertisement has been ordered to rectify and eliminate the impact.
Therefore, although the market this year is not bad, the marketing methods must be modest and moderate. Simple and rude advertising slogans like Dongge seem to some people to be a whimsical innovation, but for some Those who are more conservative will find it unacceptable. Therefore, we must consider the psychology and acceptance of various consumer groups.
pour cold water on! 2018 air-conditioning market or unexpected
There is an old saying in China called "great joy is followed by great compassion." For the air conditioner market, recently, the authoritative big data agency Ovi Cloud said at the 2017 air conditioner summit forum that the air conditioner market sales in 2018 will be close to 15%. Decline, this poured a pot of cold water on the hot market. Why on earth? Let's see it together.
The first is the lack of power. As we all know, 2017 is also this year, the air conditioner market is in a very good situation. Therefore, in 2018, a large part of the consumer’s purchasing power will weaken, leading to the stagnation of the market and the close to saturation of the market. In addition, few people should change an air conditioner a year. Moreover, judging from the law of the air-conditioning market, the air-conditioning market has been growing for two years, and has been operating for one or two years. The cold year of 2017 is the growth of the cold year of 2016, and there will be high growth in 2018. Hang over.
Secondly, the sales growth caused by the current round of market craze has been launched in the context of industry destocking. However, as the market becomes more heated, major spare parts such as upstream compressors are also over-produced. If the current compressor manufacturers’ schedules are used, and the whole machine manufacturers continue to over-produce production, the industry has a great possibility of forming new stocks. , Once the accumulation of industry inventory occurs again, the industry once again fell into a downturn.
Finally, another important factor driving the market boom is the price increase of raw materials. The steel, copper, and petroleum derivative products that started in the second half of 2016 have promoted the price increase of manufacturers' terminal products. In 2017, distributors expect that the prices of raw materials will continue to rise, so they have accelerated channel stocking. In fact, the second round of the market is booming, and more is the enthusiasm for channel purchases. However, by the second half of 2017, the prices of most raw materials had stabilized, and the momentum for continued growth was obviously insufficient. In particular, the price of refrigerants, which rose the most, began to fall back. It can be seen that the driving factor due to the price increase of raw materials has also disappeared, and the engine that continues to grow has obviously stalled.
The editor believes that in fact, we still don’t know whether the air-conditioning market will rise or fall in 2018. If it is really as predicted, it is not difficult to accept. As long as air-conditioning manufacturers can still take user needs as the innovation-oriented and refuse to homogenize, Adding high-tech functions such as health and intelligence, and adhering to the high-end route, the prospects are also very clear, so there is no need to be too pessimistic.
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