Double-frequency high-frequency words in the air-conditioning market: first-class energy efficiency, intelligence, health
Times are in a hurry. In the blink of an eye, the seven-day long holiday from National Day has entered the countdown. This year’s National Day holiday coincides with the traditional Mid-Autumn Festival, and office workers can stay for eight days. For home appliance companies, the National Day Mid-Autumn Festival has always been the annual node of the military, and the two will be more eager to sell in the market. Nowadays, all major home appliance brands are poised for growth, and even some manufacturers have already made a quick start.
In view of the air-conditioning field, this year’s air-conditioning market can be said to be exhausted, and the market trend of singing all the way leads the rhythm of the entire home appliance market. According to the National Information Center, the overall domestic retail market for air conditioners in the cold year of 2017 reached 56.22 million units, a year-on-year increase of 28.5%, and sales increased by 30.5% year-on-year, setting a record high. Among them, the sales volume of key cities was 40.62 million units, up 30% year-on-year; the sales volume of Grade 5 and rural areas was 15.6 million units, up 24.8% year-on-year.
In this regard, Cai Ying, deputy director of the Information Resource Development Department of the National Information Center, also said: “Compared with historical data, the 2017 cold year is the year with the highest increase in air-conditioner sales in the past five years.” She believes that it swept across most parts of the country. The continuous high temperature weather, the lag effect of the real estate market last year, the acceleration of urbanization, the increase of the penetration rate of mainstream enterprise e-commerce platforms, and the increased activity of the fourth and lower markets are the main factors for the substantial growth of the air-conditioning market in 2017.
In 2017, the air-conditioning market in the cold year ended with a record increase in volume, so what will happen to the market in 2018 new cold years, and will the air-conditioning market in the second half of the year be triumphant? Some insiders believe that the weather will turn cold, demand overdraft and other factors, the air-conditioning market will enter the low-speed consolidation period in the second half of the year; but there are also people with different opinions, said that October/11 is the traditional low season of the air-conditioning market, but the sales situation is still More optimistic, which means that the consumption enthusiasm of the new cooling year air-conditioning market will remain high.
No matter what the operating conditions of the air-conditioning industry in the second half of the year or even the new cold years, first of all, from the National Day and Mid-Autumn Festival, what will the air-conditioning market perform, and what are the high-frequency words in the market? From the analysis of the recent National Day promotion content of air-conditioning enterprises, the author believes that the high-frequency words purchased in the dual-element air-conditioning market this year are: first-class energy efficiency, intelligence and health.
First of all, the first-level energy efficiency has always been the most talked about in the air-conditioning market. This year’s two-section is no exception. In recent years, air-conditioning brands including Hisense, Kelon, Changhong and so on have continuously added a class of energy-efficient products to add to the market product structure upgrade. It is understood that during the two festivals, many companies are still focusing on the first-class energy efficiency products, from the energy-saving department to meet the needs of consumer products.
Taking Kelon air-conditioning as an example, from October 1st to 8th, Kelon air-conditioning “selected Kelon, double-section 00 enough” giant activities will be detonated, not only has super-affordable product prices, At the same time, consumers still have the opportunity to win big prizes such as Thailand’s free honeymoon tour and travel fund. Moreover, during the two festivals, Kelon Air Conditioning will also integrate the gold-lined jade series, Snow White hangs and the “Jingmeiren” series and other subversive star product lineups to strengthen the new benchmark of differentiation, such as intelligence, health and energy saving. Level energy efficiency strategy.
As we all know, China’s air-conditioning industry has long suffered from the high inventory and price competition. However, China is still the world’s largest air-conditioner producer, and its annual production capacity once occupied more than 90% of global production capacity. Moreover, in the first half of 2017, the entire market showed signs of recovery. In addition to the double-digit growth in sales volume, mid- to high-end air conditioners with energy-saving, quiet, and intelligent features gradually became the mainstay of consumption. In particular, it is the market’s popular point that has the highest level of energy efficiency in the current national standard. It is a wise choice for consumers to purchase a first-class energy-efficient air conditioner.
In addition to the first-level energy efficiency, intelligence is also expected to become a search hotspot in the dual-event air-conditioning market. Take Changhong Air Conditioning as an example. During the National Day and Mid-Autumn Festival holidays, Changhong will hold a super promotion with the theme of “Good Quality and Cost-effectiveness”, and gather all kinds of home appliances such as Changhong TV, Changhong Air Conditioner and Meiling Refrigerator. Among them, Changhong Air Conditioner will present Q2F small waist artificial intelligence voice air conditioner, full DC frequency conversion APF level energy efficiency air conditioner, the highest price reduction of 1,500 yuan.
Unexpectedly, from October 1st to 8th, Chigo Air Conditioning will land on the “Double Festival” market in the Mid-Autumn Festival of the National Day, creating a new peak in the market for popularizing intelligent cloud air conditioners. The 4th generation of Zhigao Smart King has been listed on the market, and through the annual feast of great feasts, value-for-money packages, etc., to create a smart ambition for consumers.
At present, air-conditioning products are shifting towards intelligence. The industry expects that sales of smart air conditioners will grow at an annual growth rate of 35% between 2017 and 2020. By 2020, sales of smart air conditioners in China will reach 55 million units. From the enterprise’s layout of air-conditioning products, there is no doubt that smart air conditioning will be one of the key points during the two-day period.
Finally, air-conditioning products with the concept of “health” are increasing, and healthy air conditioners are expected to emerge in this year’s double-story campaign. In recent years, China’s home appliance consumption upgrade has ushered in a new enthusiasm, and the popular demand has gradually given way to new demand and improved demand. For the air-conditioning industry, low-end products are obviously unable to meet the user’s needs, and high-end, healthy and other popular labels have become the core value driving the growth of the consumer market.
After October 2nd – 4th, Panasonic Air Conditioning, which has a history of 60 years, will be located at the Beijing Huaxia Home Expo. At that time, consumers will be able to enjoy discounts when purchasing Panasonic Air Conditioner Packages. In addition, Panasonic air conditioners also bring cold special air conditioners for heat storage and defrosting, large horsepower wall-mounted air conditioners for large space in guest restaurants, and self-cleaning air conditioners for automatic cleaning of filters.
In summary, the author believes that this year’s National Day Mid-Autumn Festival, the air-conditioning market will mainly focus on the three levels of energy efficiency, intelligence and health. At the same time, the innovation of air-conditioning product technology is the core driving force for consumption growth. Whoever has more differentiated advantages and more market competitiveness will be invincible in the market. Then, the upcoming double-segment big promotion, which air-conditioning enterprise will be the top pick, we only have to wait and see.