China's air-conditioning industry depth adjustment frequency eye-catching

“The market characteristics of the cold year in 2013 predict that the major competition points in the air-conditioning industry in the next few years will focus on product structure adjustment, technology renewal, core technology mastery, and meeting diversified demand. The Chinese air-conditioning industry has entered a period of deep adjustment, which may be domestic Air-conditioning companies have an opportunity to enhance their competitiveness, said Cai Ying, deputy director of the Information Resource Development Department of the National Information Center.

Recently, the “White Paper on Refrigeration Year 2013 China Air Conditioning Market” launched by the China Air Conditioning Industry Summit (10th) sponsored by the Information Resources Development Department of the State Information Center and the China National Grid shows that the sales of air conditioners in key domestic cities in the cold year 2.92% growth, sales increased 10.26% year-on-year. Among them, sales of wall-mounted air conditioners increased by 0.05% year-on-year, sales increased by 5.27% year-on-year, sales of cabinet air conditioners increased by 17.90% year-on-year, and sales increased by 21.02% year-on-year. In the cold year of 2013, the sales volume of air-conditioners in major domestic cities was approximately 28.2 million units, plus the sales volume of approximately 10 million units in rural and township markets. The overall sales of air-conditioners for the year 2013 were approximately 38.2 million units, which was basically the same as the 2012 cold year.

“In 2013, the domestic market for air-conditioning was characterized by two major features: sales growth was much higher than sales growth, and product structure adjustments continued.” Cai Ying analysis, the data further shows that the average price of wall-mounted air conditioners in the domestic key air-conditioning market was 2,908 yuan from the 2012 cold year. / Taiwan rose to 3,059 yuan/set; the average price of counters increased from 6,788 yuan/set in 2012 cold year to 6,968 yuan/set; the overall air-conditioning price level rose from 3,541 yuan/unit in the 2012 cold year to 3,789 yuan/station, Increased by 7 percentage points.

In the adjustment of product structure, inverter air conditioner is particularly eye-catching. In 2013, sales of inverter air conditioners in the domestic market increased by 10.37% year-on-year, and sales increased by 20.30% year-on-year, which was significantly higher than the overall level. Inverter air conditioners accounted for 51.64% of total air conditioner sales, which was 4.34 percentage points higher than the 2012 cold year.

"The efforts of the leading companies have contributed to less than six years, and the proportion of inverter air conditioner sales has increased from only 6.96% of the overall scale to more than 50%, which has promoted the upgrading of the overall domestic air conditioner production and consumption levels." Wang Lei, vice chairman of the Household Appliances Association, said with emotion.

"Inverter air conditioner market share in the cold year of 2014 is expected to continue to increase." China National Grid Editor-in-Chief Lu Shenghua analysis, the new energy efficiency standard inverter air conditioner (GB21455-2013) was formally implemented on October 1 this year, the standard to introduce APF evaluation indicators, The energy-saving level of inverter air conditioner products has put forward more comprehensive requirements, and many air conditioner companies have already made product switching and layout in advance.

“In the domestic air-conditioning market, although the overall scale of demand has not been significantly improved, the level of consumption has been gradually escalating. Changes in the consumption structure will inevitably lead to changes in the product mix and brand competition will be fierce.” Jiang Feng, Chairman of the China Household Electrical Appliances Association Remind air-conditioning companies, after 10 years of development and precipitation, China's air-conditioning industry has entered a period of mature markets, and the opportunities for the past under the extensive growth is different, the future growth depends on industrial upgrading and technology upgrades to promote.

According to statistics from the National Bureau of Statistics, China produced more than 48 million units of air conditioners in 2004. By 2012, the output will exceed 100 million units, with an average growth rate of 14%, and production will account for 80% of the global market. “The status of the largest air conditioner producing country is difficult to achieve. Fluctuations." At the same time, air-conditioning is also the most weighty product in the home appliance industry. Its sales accounted for over 40% of the household appliances industry. As a result, the depth adjustment of the air-conditioning industry has also become a microcosm of the upgrading of China's home appliance manufacturing industry.

At present, the market's active "one night electricity" air conditioning, air quality expert air conditioning, "smart eyes" air conditioning, Internet of things air conditioning, cloud air conditioning, etc. indicate that the domestic air conditioning companies are actively transforming.

In addition to products and technologies, the channel transformation of the air-conditioning industry is also underway. According to the latest monitoring data of Aowei Consulting, the cumulative sales volume of home air-conditioners in January-June 2013 was 934,000 units, accounting for 3.8% of the total market sales. 2.7 billion yuan, accounting for 3.2% of the total, sales and sales increased by 491% and 414% respectively. Although the proportion of e-commerce channels in air-conditioning sales is still small, the growth momentum is very rapid.

“Under the influence of multiple market factors, the future air-conditioning industry will continue to increase its concentration, and the air-conditioner industry’s “flower contending” pattern formed by 'appliances to the countryside' will change. Under the stimulation of brand elimination, the brand pattern will change significantly. "Jiang Feng said.