Policy sequelae disappear

"This cold year is not too cold." When it comes to the air-conditioning industry in the 2014 frozen year, air-conditioning companies that have completed the closing battle are all given this assessment. Smart hotspots, frequency conversion energy-saving products and other product hotspots have been running through the cold weather in 2014. The stable performance of the air-conditioning market has also added a warmth to the entire appliance industry.

On August 28th, 2014, the Information Resource Development Department of the Information Network Center of the United Nations, the State Grid of China, organized the “Big Smart Age” 2014 China Air Conditioning Industry Summit in Beijing. Haier, Midea, Hisense, Kelon, Oaks, Changhong, Chigo, Panasonic Major upstream and downstream air-conditioning manufacturers, channel distributors, industry organizations, and national mainstream media of Galanz, Shinco, Meizhi, and Jingdong have all sorted out the situation in the cold air-conditioning market in 2014.

The “White Paper on Refrigeration Year 2014 China Air Conditioning Market” (hereinafter referred to as the “White Paper”) published on the forum shows that the domestic air-conditioning market has undergone major changes in the cold season in 2014, and the overall sales trend has gradually improved. In particular, the volume of the three or four-tier market has increased significantly. The high-end products have been extended from the primary and secondary markets to the tertiary and tertiary markets; the effect of product mix adjustments in the air-conditioning industry has appeared, and smart air-conditioning has begun to shine; air-conditioning sales in e-commerce channels have grown significantly.

Get rid of policy "crutch" market returns to normal growth

The biggest highlight of the 2014 cold year was the normal growth of the industry. Without the promotion of any external policies, the air-conditioning market in the cold year 2014 continued to maintain a stable market growth relying on incremental demand.

According to the White Paper, compared with the cold year of 2013, the overall sales volume of the domestic air-conditioning market in the cold year of 2014 increased by 16.24% year-on-year, and the sales volume in the domestic market reached more than 42 million units, with a year-on-year increase of 17.49%. In comparison, air conditioners are the products with the highest year-on-year growth rates in terms of sales volume and sales.

The major driving force for the growth of the air-conditioning market comes from the growth of the rural market. Although in 2008, policies such as home appliances to the countryside, trade-in, energy-saving, and people-friendly policies have overdrawn some market demands, the number of household refrigerators, washing machines, color TVs, and urban household air conditioners in cities and townships tends to saturate, but currently air-conditioned rural areas. The number of households per 100 households is about 30, indicating that there is still room for growth in the market.

According to the White Paper, compared with the cold year of 2013, the overall sales volume of the domestic air-conditioning market in the cold year of 2014 increased by 16.24% year-on-year, and the sales volume in the domestic market reached more than 42 million units, with a year-on-year increase of 17.49%. In comparison, air conditioners are the products with the highest year-on-year growth rates in terms of sales volume and sales.

The major driving force for the growth of the air-conditioning market comes from the growth of the rural market. Although in 2008, policies such as home appliances to the countryside, trade-in, energy-saving, and people-friendly policies have overdrawn some market demands, the number of household refrigerators, washing machines, color TVs, and urban household air conditioners in cities and townships tends to saturate, but currently air-conditioned rural areas. The number of households per 100 households is about 30, indicating that there is still room for growth in the market.

Smart air-conditioning products show great upgrades

If we summarize the highlights of the 2014 cold-air-conditioning products, the most hot spot that can't be bypassed is smart air-conditioning. Regardless of companies, consumers, or the media, all sectors of the society are paying more attention to smart air-conditioning. In this freezing year, air-conditioning companies have launched their own smart air-conditioners, bringing the intelligentization trend of the air-conditioning industry to a climax, and sales of smart air-conditioners have grown significantly. The data shows that in the cold year of 2014, the overall sales volume of smart air conditioners increased by more than 300% compared with the same period of last year.

The higher efficiency of single products is one of the reasons that attracts air-conditioning companies to launch smart products one after another. The price level of smart products is obviously higher than that of ordinary air conditioners. The data shows that in the cold year of 2014, the average retail price of ordinary air conditioners in domestic key cities was 3,000 yuan, and the price of counters was 7,255 yuan, while the average price of wall-mounted smart air conditioners was 5,354 yuan. For 12,299 yuan, there are significant differences in the benefits of single products.

China National Grid Editor-in-Chief Lu Shenghua believes that the current industry technology conditions based on the Internet of Things and cloud computing have gradually matured, consumers' individual needs are more and more diversified, and the demand for smart terminal products is obviously enhanced. This is the rapid development of intelligent air conditioners. The important driving force. At the same time, the intelligentization of air-conditioning is still in its infancy. Air-conditioning companies must not only take the initiative to explore the intelligent way of air-conditioning, but also must not forget the “early heart”. The purpose of intelligence is to provide a more comfortable indoor environment for consumption and more. Good use experience.

At present, major manufacturers of intelligent air conditioners have begun to pay attention to the construction of interconnected interoperability platforms for smart products. Enterprises hope to provide consumers with a relatively complete air system solution through the development of management or application platforms, and through back-end big data and The participation of cloud computing increases the interaction with consumers and products, increases the viscosity, and fundamentally changes the mode of after-sales service.

The rapid growth of smart air-conditioning also reflects the current air-conditioning industry has achieved remarkable results in product structure adjustment. According to the White Paper, the overall level of consumer demand in the air-conditioning market during the cold year was markedly increased in 2014, and the pace of product mix adjustments was gradually accelerating. In particular, sales growth in the tertiary and quartile markets was significantly higher than sales growth, indicating that these two levels of the city market are not only quantitative. The improvement is more important in that the demand structure is undergoing essential changes, and the trend of medium-to-high-end product consumption, such as intelligence, frequency conversion, and consoles, has become mainstream. This trend has been gradually extended from one or two cities to three or four cities, which is the overall product consumption structure of the market. The promotion laid an important foundation.

Air-conditioner companies are becoming increasingly sophisticated with positive e-commerce sales

In the age of the Internet, the rapid development of e-commerce provides an alternative shopping channel for air-conditioners such as traditional large items, providing consumers with more channels to choose from. As air-conditioning enterprises increased their efforts in the e-commerce platform in 2014, the sales growth of e-commerce channel air-conditioning has become more prominent, becoming an important channel that air-conditioning companies cannot ignore.

According to the latest data provided by Ovid Consulting, from January to July 2014, the air conditioner e-commerce market sales increased 133.3% year-on-year, and the air-conditioning market accounted for 8.5% of online sales. The proportion of sales in various channels of the air-conditioning market online also showed a large difference this year, among which, the proportion of Jingdong continued to increase, and sales accounted for more than 50% of sales. The continued rise in the sales of air-conditioners in Jingdong indicates that the sales of traditional large home appliances in e-commerce channels are becoming more mature.

With the increase in the proportion of online sales, there has been some improvement in the structure of air-conditioning products. According to sales data of JD.com, sales of inverter air conditioners accounted for 29.8% of sales in 2013, compared with 40.1% in January-July 2014. However, compared to the current offline experience in the sales of high-end air-conditioning products in the role of prominent, air-conditioning sales on the product structure is still low to the end. With the further development of e-commerce, air-conditioning online sales still have room for improvement in terms of product structure, shopping experience, logistics and distribution, after-sales installation and services.

Aowei Consulting predicts that with the rapid growth of online sales in the air-conditioning market in the past two years, it is expected that air-conditioner sales will reach 2.9 million units in 2014, accounting for 6.3% of the total air-conditioning market sales.

JD.com also expects that as the number of online shopping users continues to increase, the penetration rate will continue to increase, and there is still room for greater air-conditioner sales in the future. It is expected that the sales of air-conditioning will reach RMB 5.2 billion in 2014, and the sales volume in 2015 is expected to reach 88%. 100 million yuan.