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According to data released by Jingdong on October 11, during the National Day period, Jingdong home appliances ushered in a hot sales peak in various segments, among which air conditioning products grew against the trend, with a year-on-year growth of 45%. However, the view in the industry points out that the temporary promotion is not enough to maintain the shipment of this category of air conditioners for a long time, and the air conditioning market still needs a long time to explore if it wants to get out of the downturn.

Downturn in high-end products

Compared with other electrical products, the plight of air conditioning products is more obvious. According to the offline monitoring data of AVC, compared with the whole black and white TV market, the high-end retail sales of color TV sets, refrigerators, washing machines and air conditioners in the first half of 2022 (January-July) were 9.7%, 6.9%, 5.6% and 1.8% year-on-year, all showing an upward trend. However, compared with the color ice washing market, the high-end air conditioning market grew slowly and lagged behind.

In fact, with the increase in the number of household appliances in the home, it is not surprising that the shipment of household appliances in the category of "large single product" is not as good as in the past. The method that enterprises should take to this situation is to create high-end products, improve the added value of products in many aspects so as to maintain sales, in order to achieve the purpose of "volume reduction and increase". For example, through the promotion of color TV products over 75 inches and 4K, 8K and other high quality color TV sets, the retail sales volume last year reached 17.81 million units, down 14.7% year on year, while the retail sales volume reached 59.4 billion yuan, up 15.1% year on year.

Liang Zhenpeng, a veteran industrial economic observer, said it was questionable whether air conditioners could take the same path. He said it would be difficult to make air conditioners high-end because they are highly influenced by the seasons, and because they are not as easily perceived by consumers as other products.

In fact, the data of the first seven months of this year also support this view. According to the data of Owei Cloud network, from January to July this year, the share of the offline super high-end products in each category was 11.1%, 12.9% and 4.7% respectively, while the share of air conditioning was only 0.7%. Here, air-conditioning product statistics include two kinds of cabinet machine and hanging machine, excluding central air conditioning.

Get rid of the "weather"

Across the white goods market in recent years, many products on the shape of "innovation" to win the market, for a period of time to pull up shipments, restoring ancient ways such as refrigerators and freezers in channel sales have reached 3 billion yuan last year, two years ago, only 1.9 billion yuan, air-conditioning products can apply this model became the market hot topic.

Liang Zhenpeng believes that compared with refrigerators and washing machines, the particularity of air conditioning products affected by the season can not be ignored. At present, the air conditioning market still cannot get rid of the state of "relying on the weather". For example, the air conditioning shipment increased substantially in July and August this year, and since September, online and offline sales fell sharply again. In this context, businesses are more concerned about how to promote sales in the peak season, and catch up with the major time nodes such as Double 11 and Double 12. As a result, there is a lack of product construction, which leads to serious homogeneity of air conditioning products on the market and insufficient innovation ability.

In addition, experts also pointed out that since the beginning of last year, commercial housing sales area continued to decline, second-hand housing turnover is also quite low, the demand for air conditioning products will also weaken.

Aiming at the problem of air conditioning market demand, industry watchers xu strong thought, from the long-term perspective, the promotion product, seeking differentiation is still necessary, from the short-term perspective, the air conditioning enterprises need to channel further agriculture, realize the era of "big item" farmland has ended, in recent years, under the influence of channel sinks and home appliances to the countryside, Village and town markets are also difficult to large - range horse enclosure.

As to how to the value of channels, experts say, air conditioning enterprise can increase high-level contacts, such as the core in the large chain stores lofting, strengthen the channels of building materials, especially the high-end building materials market, strengthen the designers and brand marketing channel, TOP retail store scene home appliance store experience moderate lofting, and high-end share will increase online, can pull the shipment in a certain range. In addition, from the perspective of integration, enterprises can make use of the brand's own advantages to guide the air conditioning, strengthen their own integration pull, and actively seek cooperation opportunities with other superior brands for some categories that cannot achieve their own diversion.

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Jiangsu Jincheng Air Conditioning Engineering Co., Ltd. is a comprehensive manufacturer of special air-conditioning equipment design, production, installation, and commissioning of clean room, electricity, tobacco, civil air defense engineering, medical clean room, clean room, electricity, tobacco, civil air defense engineering, medical clean room. Mainly produce JCZK combined air conditioning unit, cooling tower, glass steel ventilated galvanized sheet pipe, stainless steel pipe, polyurethane ventilation pipe and air conditioning accessories, Jincheng air conditioner is wide, the type, the unique model, superior performance, and user Favused.