Compared with the trend of other household appliances, such as slight increase, flat or negative growth, home central air conditioners have been exhausted in the past two years, and the news has been reported: home central air conditioners not only achieved a high growth rate of 34.2% in 2016, but in the first quarter of 2017. Under the pressure of frequent real estate regulation and rising raw materials, it still achieved a growth of 37.8%, exceeding market expectations. At the same time of high growth, home central air conditioners are also “downward†infiltration, constantly upgrading products and services, and adding strength to channel expansion and demand customization.
"Down" penetration than the Japanese and Korean brands
After the "cultivation" and cultivation of the market in recent years, the central air-conditioning has become more and more elongated in the household field. A dealer named Gree Air Conditioning, which was interviewed by the China National Grid reporter, said that the domestic central air conditioners were mainly for high-end users with large residential areas, and now they have penetrated into the mid-end and ordinary consumers as low as 50 square meters. With its more comfortable and beautiful features, home central air conditioners have broken through the cognitive barriers of the central air-conditioning industrial property, and more and more settled in the homes of ordinary people.
The person in charge of Haier central air-conditioning market told reporters that there is still a large incremental space for the home central air-conditioning market in the future. "There are two reasons: First, China's home central air-conditioning is currently in the early stage of user market education, and the market penetration rate is less than 20%. This creates a large "scissors difference" with huge market demand. Second, the real estate market is picking up. The transformation of consumer concepts such as real estate decoration, home improvement retail, second-child policy and user quality upgrade has given the development of home central air-conditioning a strong driving force."
In the view of Gree air-conditioning dealers, with the popularization of household central air-conditioning related technologies, the price increase caused by technology will be alleviated, and the price difference between home central air conditioners and traditional air conditioners will be reduced. The more users tend to choose home central air conditioning."
And the home appliance industry analyst Liang Zhenpeng believes that home central air conditioning is one of the future development directions of household air conditioners, but it is impossible to completely replace the household wall hanging machines and cabinets, the latter two still occupy the majority of market share, in the future for many years This is the case. “The greater significance of home central air conditioning is its complement to the high-end air conditioning product line.â€
Regardless of whether the home central air conditioner will "sing the protagonist" in the home air conditioner market in the future, it is an indisputable fact that its market share is increasing. According to the forecast of Zhongyikang Times, the annual compound growth rate of household central air conditioners in the next five years will be around 22.3%, which will bring new dividends to the entire air-conditioning industry.
For a long time, foreign home appliance brands, especially Japanese and Korean home appliance brands have been promoted to the altar, domestic home appliance brands seem to always "dwarf", chasing after the back. Liang Zhenpeng told reporters that at home in the field of central air conditioning, Gree, the United States and other domestic brands have been shouldering the gap with Japanese and Korean brands, the gap is "very small."
At the same time, the aforementioned Gree air-conditioner dealers also said: "If there is a difference, there will be only differences in the brand." "Compared with local brands, the joint venture brand has to pay a part of the fees to foreign companies, so its same grade The price of the product will be higher, or its configuration will be lower at the same price." Therefore, he suggested that consumers should "select the domestic brand" when choosing the central air conditioner for home use. The foreign moon is no bigger than the domestic one.
According to the total data released by Aowei.com, in the first quarter of 2017, the domestic central air-conditioning market brand pattern, the domestic system accounted for 50.8%, dominated, followed by Japan and South Korea, accounting for 46.1%, Europe and the United States 3.2% Of course, such divisional differentiation has much to do with the technical routes that the three major divisions have taken.
"Air" and service two-dimensional force
On February 28th, Suning Tesco Joint Research Institute jointly released the 2017 White Paper on Air Conditioning Industry. The "White Paper" pointed out that the interaction between the "demand upgrade" of the consumer end and the "functional upgrade" of the product end has led to the overall upgrade of the home central air-conditioning industry. The specific performance is as follows: "the concept of full-scale control of indoor air" and the installation and maintenance service File upgrade.
After continuous iterative upgrades, air conditioning no longer only has the effect of regulating the heating and cooling, it has been given more expectations - to achieve full-scale control of indoor air. What is the full-scale control of indoor air? In a word, the full-scale control of indoor air reflects consumers' demands for health, warmth, comfort, quietness, intelligence, and personalization. It is the new trigger point for home central air conditioners. "It is the third pole that air-conditioning competition will turn after getting rid of the frequency conversion and intelligent dualism."
At a glance, the situation of the central air-conditioning market in the home has revealed that the three major white electric giants have launched an offensive on the high ground of "indoor air full-scale control".
It is reported that the three highlights of the new home central air conditioner TR+ launched by the US at the China Refrigeration Exhibition on April 12th are silent, intelligent and fresh air; Haier's home central air conditioner is centered on the “health†concept and launched with Haier Health 360° Central Air-conditioning is the core of the healthy air solution, carrying the "three-in-one-new-new" function to land in the home central air-conditioning territory; Gree air-conditioning at the China Refrigeration Exhibition, the GMV Platinum rhyme home multi-line, can achieve intelligent temperature and humidity energy-saving control......
In addition to the full-scale control of indoor air, the installation and maintenance service upgrade is another "springboard" for home central air-conditioning companies. According to the analysis of "White Paper", the contradiction between the demand for air-conditioning consumers and the imperfect after-sales service system, the lack of employees, and the uneven level of technology have made the industry re-examine the status quo and actively seek changes, and carry out the installation and maintenance services. File upgrade.
It is understood that in March of this year, Midea Central Air Conditioning opened the "315 Gold Service Month" event, and launched the "Super Service Month" event in April; in February this year, Haier became the first in the home central air conditioning industry to propose 10 years. In the March, Gree launched the “Gree March Spring Breeze, Warm Service to Your Home†campaign to help consumers clean and test air conditioners for free. From April 14th to May 2nd, Gree launched a free program for air-conditioning installation services, and also launched a two-year free extended warranty service.
The new actions of various enterprises in the installation and maintenance service can help eliminate the consumer's must-have for buying central air conditioners in homes, crack the smashing spells of consumers who can't afford them, and then help the home central air-conditioning market. expand.
Develop channels on demand
At present, the sales channels of household central air conditioners are gradually shifting from the home improvement building materials market to the home appliance retail market. Industry analysts pointed out that in the future, enterprises with both product, brand and channel advantages will become the main beneficiaries, and the breakthrough of channels is an important threshold for enterprises to finally occupy the market.
With a keen sense of touch and strong strength, the three major white electric giants have their own layout.
In terms of beauty, the United States embraces all channels and forms a sinking channel from different levels of townships to super-first-tier cities, and builds a logistics distribution system in a holistic “one-package†manner. It is reported that the United States has formed six channels of flagship stores, Suning, Gome, regional chain (TOP100), small regional chain (VIP200) and township specialty stores.
The person in charge of Haier's central air-conditioning market said that Haier will comply with the consumer's multi-screen, fragmented and diversified consumer trends, and fully exert its efforts in “entity + network + mobileâ€, through different business alliances, promotion meetings, community activities, etc. The home central air conditioner fully touches the user. In addition, Haier's home central air-conditioning will also rely on the Group's “three-in-one†strategy, as well as community and circled marketing activities to form a fan economy and seize the market share of home central air-conditioning.
Gree, it is reported that in February this year, Gree Electric Chairman Dong Mingzhu and Gome Holdings CEO Du Fu jointly signed a "heavyweight" strategic cooperation agreement. The agreement shows that in 2017, the two sides will strengthen the promotion of household central air conditioners with huge market capacity. The synergy with the channel partners will help the expansion of the Gree home central air-conditioning market.
In the Internet era, the competition of global enterprises is no longer a mere competition between products. Instead, it is the ability of enterprises to understand user needs and meet the individual needs of users.
The person in charge of the Haier central air-conditioning market said that the main focus of the future central air-conditioning system is to create products that accurately meet the needs of users. "Meeting the needs of users is not to say that my technology has many cows and the quality is up to standard. It is the ultimate experience brought by technology and quality that makes users affirmative. This is the key." (Yin Limei)
Utility pole is a tall structure that supports overhead power lines, telephone lines, or other utilities. Typically made of wood, metal or concrete, these poles are installed along roads, streets and highways to provide power and communications services to homes and businesses. Utility poles are critical to the distribution of electricity and telecommunications throughout the community.
Utility Pole,Hot Dip Galvanized Steel,Hot Dip Steel Galvanized,Octagonal Steel Pole
JIANGSU HONGGUANG STEEL POLE CO., LTD. , https://www.hgsteelpoles.com