With the implementation of the "new fixed-frequency air-conditioning energy efficiency standards" this year, the reduction of high-efficiency energy-saving subsidy standards, coupled with a series of policy support such as home appliances to the countryside and trade-in, the air-conditioning market in 2010 has become extremely active, and the growth rate is obvious.
Policy implementation has spawned the market to speed up the upgrade
According to the total data of Zhongyikang Times (CMM), the cumulative sales of air conditioners in 2010 was 36.74 million units, an increase of 23.6% over the same period of the previous year; the total retail sales was 103.5 billion yuan, an increase of 24.4% over the same period of the previous year. In 2010, the market performance of air-conditioning all the way to the red, the "energy-saving project" should be said to be indispensable. The energy-saving subsidy of 300-850 yuan/set makes the price advantage of energy-efficient air conditioners obvious, not only lower than the price of inverter air conditioners, but even lower than the price of low-efficiency air conditioners. The price advantage also makes consumers more acceptable. On June 1, 2010, the “energy-saving energy efficiency rating standard was put into use, and the new standard raised the original 5-level standard to the third-level standard, which improved the entry threshold of fixed-frequency air conditioners.
As far as frequency conversion products are concerned, high prices are one of the main obstacles restricting their development. With more and more enterprises participating in the frequency conversion market competition in the past two years, the average price of inverter air conditioners has apparently loosened, which has greatly promoted the popularity of frequency conversion products. The higher profit margin of inverter air conditioners compared with energy-efficient air conditioners also promotes the efforts of major manufacturers to strengthen the inverter market and speed up the upgrading of products in the air conditioner market.
Source: Beijing Zhongyikang Times Market Research Co., Ltd. 440 cities 3936 stores retail monitoring
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The product market strategy has different market responses.
From the product type: in 2010, compared with 2008, the frequency conversion and energy-efficient fixed-frequency air conditioners increased by 2.7 times and 21 times respectively. In 2010, they achieved a market share of 29.8% and 42.6% respectively. (see picture 1). The trend of Gree, Midea and Haier's tendency to frequency conversion is becoming more and more obvious, but the degree of emphasis is slightly different. Source: Beijing Zhongyikang Times Market Research Co., Ltd. 440 cities 3,936 stores retail monitoring but the second group of Oaks and Chigo put their main sales points on energy-efficient air conditioners, energy-efficient air conditioners accounted for More than 70% of the two brands themselves. Hisense, Chunlan and Changhong have focused their sales on the types of products they are good at, such as Hisense's main attack frequency, and Changhong focuses on the energy-efficient market. (See Figure 2)
Source: Beijing Zhongyikang Times Market Research Co., Ltd. 440 cities 3936 stores retail monitoring
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Within each market segment, the contribution of different cooling capacity products to each brand is quite different.
1. Energy efficient market
Source: Beijing Zhongyikang Times Market Research Co., Ltd. 440 cities 3936 stores retail monitoring
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In the energy-efficient market, Gree, Haier and the United States are significantly different (see Figure 3). Gree and Haier are mainly 1HP and 1.5HP products, and their respective market contribution rates are more than half of their own. In the US product line, the hanging small 1.5HP product contributed 19.5% of the retail volume, which is 9.2 percentage points higher than the overall market. Aux's high-efficiency air conditioners are mainly distributed in the hanging small 1HP to 1.5HP four cooling horses. The difference between the hanging small 1.5HP and the overall market is obvious, which is 9.2 percentage points higher than the overall market; Chigo is 1HP to 1.5HP three. The total retail volume of refrigeration figures accounted for 85.1% of the market in its energy-efficient market, and the advantage of 1HP was the most obvious, accounting for 40.4% of its retail sales, 12.1% higher than the overall market 28.3%. .
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