Recently, due to the upgrade of energy efficiency standards, the proportion of variable frequency air conditioners has risen. Energy conservation and low carbon have become popular as a concept. The purchase of energy-saving products has also become a manifestation of consumers' low-carbon lives. For air-conditioning companies, energy efficiency and frequency conversion upgrades directly lead to the weakening of the price war in the air-conditioning industry, and companies intend to shift from price-driven to brand-driven.
Air-conditioning sales led to expansion of enterprises It is understood that the "White Paper on Refrigerated Annual Air-Conditioning Market in 2010" issued by the Information Resource Development Department of the National Information Center shows that under the continuation effect of relevant national policies, the 2010 freezing year (August 2009 to July 2010) ) The domestic air conditioner market sales increased by 31.45% year-on-year.
In addition, according to data collected by the large air-conditioning and refrigeration market, in August 2010, under the influence of high-temperature weather, sales of air conditioners were strong, showing the characteristics of the off-season is not light, in September, air-conditioning sales of 6.83 million units, a substantial increase of 40.3% year-on-year, of which domestic sales 447 Million Taiwan, an increase of 29.5%. Since July of last year, air conditioners have been selling well for 15 consecutive months.
Continuing strong sales triggered demand for air-conditioning companies to increase production capacity. At the end of August, Gree and Midea respectively announced the issuance of additional preplans, and plans for the expansion of air conditioners. The Oaks Group also announced recently that it will issue 800 million yuan of short-term short-term securities, and the raised funds will be used to repay corporate loans, company operating funds, and supplementary liquidity to its subsidiary subsidiary company, Tianjin Oaks.
Consumer price sensitivity is reduced According to the latest data from AVC's key cities' retail monitoring, during the promotional period of the Mid-Autumn Festival and the National Day in 2010, the overall average price of air-conditioning market rose before and after the holiday and the sales rose during the promotional period. The average price of air conditioners was 3,392 yuan, up 2.8% from the previous quarter.
The reason for the increase in the average price is that, unlike the past holiday promotions, many brands now use high-end products as the main carrier of promotion. For example, the United States will reduce the price of inverter air conditioners to 5,000 yuan or less, Oaks launched a 2599 yuan 1.5 horsepower hanging machine. This led to a 9.9% decrease in the average price of variable-frequency hooks, a 6.3% decrease in the average price of variable frequency counters, a 7.1% drop in the average price of energy-saving constant-speed hooks for primary and secondary energy, and a significant increase in the proportion of sales of high-end products. Compared with the three weeks before the festival, the sales volume of inverter products in the air conditioner market increased by 20.8 percentage points.
It is worth noting that even rural consumers are not the price when it comes to buying air conditioners. The "White Paper on Refrigerating Annual Air-Conditioning Market in 2010" shows that the average price level of air conditioners in the four-tier market is not only higher than the overall level, but also higher than the secondary and tertiary markets, which is equivalent to the primary market. This shows that the price is not the primary consideration for rural consumers when they purchase air conditioners. Consumers are most concerned about the cooling effect, brand and after-sales service.
At the same time, in principle, the ladder-based tariff scheme of “more expensive electricity†has attracted more consumers to seriously consider their power consumption when purchasing home appliances. The latest industry survey shows that before, consumers generally believe that although the concept of energy-saving and low-carbon is popular, when considering the purchase of home appliances is still more factors such as price, performance, but now, more consumers began to ask about power consumption Amount, or simply use the power to calculate the approximate power consumption. At present, 75.68% of consumers said that they will consider whether they can save energy when purchasing appliances.
From price-driven to brand-driven At the end of last year, the Ministry of Commerce put out Chinese-made image advertisements abroad and opened the prelude of the brand upgrading and transformation of China's manufacturing industry from the national level.
Professor Hu Zuohao, deputy director of the China Enterprise Research Center of Tsinghua University, believes that the current Chinese home appliance industry is in a critical period of upgrading from manufacturing to creation, and brand competition has become an important force supporting the healthy and sustainable development of home appliance companies. Specific to the air-conditioning industry, many consumers have seen Jackie Chan endorsement of the Gree air-conditioning propaganda film, and Oaks, who had previously been known to launch a price war, also recently invited Jet Li to act as a brand image spokesperson.
The upgrading and transformation of air-conditioning companies is not achieved overnight, but implemented step-by-step. According to the relevant person in charge of Oaks Air Conditioning, five years ago, Oaks stopped the price war and returned to market competition for product-based gaming. Three years ago, he proposed a value war to build a multi-dimensional community of interests for consumers, distributors, and manufacturers. Today, Li Lianjie, in person, launches the brand strategy, which indicates that the company's growth mode and development model have been guided from the traditional price orientation to the future brand-driven leap.
Luo Qingqi, a senior director of Pall Consulting, believes that the price war is no longer a panacea for air-conditioning companies. The market is entering the replacement period for the purchase of second air conditioners. Brands that truly provide users with premium products and services will become the consumers' favorite.
Air-conditioning sales led to expansion of enterprises It is understood that the "White Paper on Refrigerated Annual Air-Conditioning Market in 2010" issued by the Information Resource Development Department of the National Information Center shows that under the continuation effect of relevant national policies, the 2010 freezing year (August 2009 to July 2010) ) The domestic air conditioner market sales increased by 31.45% year-on-year.
In addition, according to data collected by the large air-conditioning and refrigeration market, in August 2010, under the influence of high-temperature weather, sales of air conditioners were strong, showing the characteristics of the off-season is not light, in September, air-conditioning sales of 6.83 million units, a substantial increase of 40.3% year-on-year, of which domestic sales 447 Million Taiwan, an increase of 29.5%. Since July of last year, air conditioners have been selling well for 15 consecutive months.
Continuing strong sales triggered demand for air-conditioning companies to increase production capacity. At the end of August, Gree and Midea respectively announced the issuance of additional preplans, and plans for the expansion of air conditioners. The Oaks Group also announced recently that it will issue 800 million yuan of short-term short-term securities, and the raised funds will be used to repay corporate loans, company operating funds, and supplementary liquidity to its subsidiary subsidiary company, Tianjin Oaks.
Consumer price sensitivity is reduced According to the latest data from AVC's key cities' retail monitoring, during the promotional period of the Mid-Autumn Festival and the National Day in 2010, the overall average price of air-conditioning market rose before and after the holiday and the sales rose during the promotional period. The average price of air conditioners was 3,392 yuan, up 2.8% from the previous quarter.
The reason for the increase in the average price is that, unlike the past holiday promotions, many brands now use high-end products as the main carrier of promotion. For example, the United States will reduce the price of inverter air conditioners to 5,000 yuan or less, Oaks launched a 2599 yuan 1.5 horsepower hanging machine. This led to a 9.9% decrease in the average price of variable-frequency hooks, a 6.3% decrease in the average price of variable frequency counters, a 7.1% drop in the average price of energy-saving constant-speed hooks for primary and secondary energy, and a significant increase in the proportion of sales of high-end products. Compared with the three weeks before the festival, the sales volume of inverter products in the air conditioner market increased by 20.8 percentage points.
It is worth noting that even rural consumers are not the price when it comes to buying air conditioners. The "White Paper on Refrigerating Annual Air-Conditioning Market in 2010" shows that the average price level of air conditioners in the four-tier market is not only higher than the overall level, but also higher than the secondary and tertiary markets, which is equivalent to the primary market. This shows that the price is not the primary consideration for rural consumers when they purchase air conditioners. Consumers are most concerned about the cooling effect, brand and after-sales service.
At the same time, in principle, the ladder-based tariff scheme of “more expensive electricity†has attracted more consumers to seriously consider their power consumption when purchasing home appliances. The latest industry survey shows that before, consumers generally believe that although the concept of energy-saving and low-carbon is popular, when considering the purchase of home appliances is still more factors such as price, performance, but now, more consumers began to ask about power consumption Amount, or simply use the power to calculate the approximate power consumption. At present, 75.68% of consumers said that they will consider whether they can save energy when purchasing appliances.
From price-driven to brand-driven At the end of last year, the Ministry of Commerce put out Chinese-made image advertisements abroad and opened the prelude of the brand upgrading and transformation of China's manufacturing industry from the national level.
Professor Hu Zuohao, deputy director of the China Enterprise Research Center of Tsinghua University, believes that the current Chinese home appliance industry is in a critical period of upgrading from manufacturing to creation, and brand competition has become an important force supporting the healthy and sustainable development of home appliance companies. Specific to the air-conditioning industry, many consumers have seen Jackie Chan endorsement of the Gree air-conditioning propaganda film, and Oaks, who had previously been known to launch a price war, also recently invited Jet Li to act as a brand image spokesperson.
The upgrading and transformation of air-conditioning companies is not achieved overnight, but implemented step-by-step. According to the relevant person in charge of Oaks Air Conditioning, five years ago, Oaks stopped the price war and returned to market competition for product-based gaming. Three years ago, he proposed a value war to build a multi-dimensional community of interests for consumers, distributors, and manufacturers. Today, Li Lianjie, in person, launches the brand strategy, which indicates that the company's growth mode and development model have been guided from the traditional price orientation to the future brand-driven leap.
Luo Qingqi, a senior director of Pall Consulting, believes that the price war is no longer a panacea for air-conditioning companies. The market is entering the replacement period for the purchase of second air conditioners. Brands that truly provide users with premium products and services will become the consumers' favorite.
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