The new market crisis is approaching the air-conditioning industry step by step, but what many air-conditioning manufacturers did not expect is that this round of market elimination and reshuffle is initiated by administrative supervision such as random inspections of product quality by government functional departments, and it is expected to be in 2018. Will start. Obviously, this caught many small and medium-sized air conditioner manufacturers by surprise.
November Golden Week offline air-conditioning market encounters Waterloo
According to the normal rhythm, there are generally two important things for the general public during the long holiday.
This year is a bit uncharacteristic. In the past two festivals and the eight-day holiday, the majority of the people are almost always in a state of eating and playing. Of course, there are also people who vomit blood when they come along, and there are few who go to major shopping malls. . Looking at the group of friends, there are either beautiful pictures of all kinds of fun, eating and drinking, or the vomit of vomiting blood with the people, but there are no photos of buying new products. It can be said that this is an abnormal state in the eleventh of such a long promotion period.
According to the total data of Zhongyikang push, during and around the National Day promotion in 2017, the retail volume and retail sales scale of the offline air-conditioning market were 3.25 million units and 12.5 billion yuan, respectively, with growth rates of -2.1% and 0.6. %. According to the total data of Zhongyikang, during and after the National Day promotion in 2017, the retail volume and retail sales scale of the online air-conditioning market were 730,000 units and 2.3 billion yuan, respectively, with growth rates of 71.6% and 96.3%. .
According to this data, it can be seen that online sales are indeed better than online sales. However, offline sales are declining steadily. This situation needs to arouse your vigilance and attention.
Even worse, market supervision will continue to exert force
After entering October, the market supervision departments of Guangdong and Jiangsu successively released the quality spot check reports of local air-conditioning products. The results showed that a large number of new players and even speculators who took advantage of the "good year and good weather" to participate in the competition in the air-conditioning market have entered the blacklist of air-conditioning product quality to make a big effort for the next market expansion. "It's overshadowed."
The Guangdong Provincial Administration for Industry and Commerce notified: The results of the 2017 air-conditioning product quality spot check. The quality of 6 air-conditioners under the four brands of Pascmio, Dengpai, Meibo, and Jin Sanyo was unqualified. The main problems involved are: power connection and external flexible cords , Grounding measures, cooling capacity, cooling power consumption and other items are unqualified. It can be said that these are the most basic quality performance of air-conditioning products, and belong to the lowest entry barrier.
The Jiangsu Provincial Quality Supervision Bureau recently announced the results of the air-conditioning product quality spot check: 39 batches of the products were spot checked, 36 batches were qualified, and the overall condition was good. However, 3 batches of unqualified products came from e-commerce platforms, involving Shanghai Shenhua Air Conditioning, Chuzhou Golden Yangzi Air Conditioning, and Shenzhen Jin Sanyang Air Conditioning. Unqualified items are generally related to cooling capacity, cooling power consumption, energy efficiency ratio, heat pump heating power consumption and other issues, which are also errors that air-conditioning products should not make.
From the above two lists, we can see that Jin Sanyo's product quality in the two provinces is unqualified, which fully shows that this company has serious product quality control problems, and may not have quality awareness at all; at the same time, Pascmio Air Conditioning In recent years, there have been complaints from consumers and investigations by the industrial and commercial departments due to counterfeit Panasonic trademarks. However, repeated prohibitions have been repeated, which makes people wonder where the problem lies.
As an old brand of household appliances in Shanghai, Shenhua has been declining in terms of product quality due to the market downturn in recent years. If it hadn’t been named because of substandard quality this time, many consumers would have forgotten this brand of air conditioners; Golden Yangtze air conditioners, as similar to the Yangzi air conditioner brand in the same city of Chuzhou, are even suspected of being a “brand†company for the latter, and its product quality The problem is not surprising. After all, the essence is to use Yangtze's little influence to grab a little cake in the market.
It can be said that behind the unqualified quality of the above-mentioned multiple air-conditioning products of different brands, there is a common problem, that is, everyone generally lacks quality awareness. Many air-conditioning brands do not have their own production plants at all, but directly seek out some small manual workshops for assembly and assembly, lacking product performance testing and factory inspection. It is the pursuit of the minimization of product manufacturing costs and the maximization of market operating profit margins resulting from this.
"Foresight" in the four wind directions, how should major air-conditioning manufacturers save themselves in the face of difficulties
1. Smart wind-air delivery "different from person to person"
The smart wind of the air conditioner is getting stronger and stronger. According to relevant statistics, the penetration rate of smart air conditioners in 2016 has reached 20.1%, and the penetration rate of smart air conditioners in 2017 is expected to exceed 30%. The latest data from the National Information Center also shows that the overall share of China's smart air conditioners in 2017 Refrigeration accounted for 21.85%, an increase of 73.24% year-on-year. From the trend of mainstream air-conditioning brands in the new year of refrigeration this year, smart wind will be the main theme.
2. Clean wind-self-cleaning air conditioner
Air conditioner cleaning has become a hot spot for many users, and air conditioners with self-cleaning functions have attracted more attention. According to relevant test data, from January to June 2017, self-cleaning air conditioners accounted for 7.9% of the overall market retail volume, an increase of 4.2% compared to the same period last year and more than doubled. In the new year of freezing in 2018, smart self-cleaning air conditioners will enter a period of explosive growth.
3. Professional style-subdivision of air-conditioning categories
In the new year of refrigeration, the air-conditioning category will be more subdivided. For example, the emergence of exclusive categories such as kitchen air conditioners and bathroom air conditioners has changed the current situation where air conditioners are mostly used in living rooms and bedrooms. In addition, in the field of central air conditioning, different indoor areas will be divided into different temperature, humidity, air supply effects, etc.
4. Design style-air conditioning systematization
With the improvement of system integration capabilities, the air conditioner is not only a single temperature regulator, but also integrates functions such as temperature control, humidity control, and air purification. Especially in terms of air purification, the LIEP light ion purification function and FPA full purification system of many brands of air conditioners can remove 99.9% of PM0.3 impurities in the air, and can also adsorb formaldehyde, benzene, and benzene in the air. Bacteria and peculiar smell etc.
Undoubtedly, through continuous exploration of user needs and innovations in technologies such as energy saving, high efficiency, health, comfort, and intelligence, the repositioning of air-conditioning products in the new refrigeration year will achieve the upgrade of existing technologies and cover the gaps in the industry. The user's enjoyment of air conditioners will also be more comfortable, and the air conditioner market will grow stronger.
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