Air-conditioning industry in 2013: marching in the middle of the country

Unexpectedly, the cold weather in 2013 has passed more than a month. However, the new cold-year opening was utterly deserted, and it can be said that there is no bright spot at all. In previous years, companies that opened in the new cold year were rushing to hold meetings to convey their new products and new strategies to the market. So far this year, no one large-scale enterprise has held a decent meeting. The coldness of the market is evident.

What do you think about the cold weather of air conditioners in 2013? There are many uncertainties now. For example, is there a substantial recovery in the global economy? Will the European sovereign debt crisis worsen further? When will the domestic economic growth decline be reversed? Will there be any further stimulus plans for consumption? It seems that these macro-environmental changes have nothing to do with air-conditioning. In fact, air-conditioning is a durable consumer product, and it is closely related to the economic environment.

From the perspective of the global economy, if the next European debt crisis has eased and the U.S. economy has experienced significant growth, the pressure on our air-conditioning industry will be reduced. Because, exports have become an important growth point in China's air-conditioning industry. Typical example, the middle report shows that one of the leading companies in the United States, overseas market sales accounted for 42.46%; professional air-conditioning Zhigao, its overseas market accounted for 50.3%, in the first half of this year is by virtue of overseas market growth of 17.3% In order to achieve profitability. But the point to make is that the overseas markets are very diverse and we are not only unpredictable, but even more uncontrollable.

From the domestic market, the bullish factor is that the government will inevitably introduce more stimulus policies in order to curb the economic downturn. As an important household consumer product, air conditioners will certainly benefit from stimulating consumption. In addition, the 2013 cold-year and the subsidy cycle of this round of energy-saving benefits basically overlap, and the effect of policy-pulling is still obvious. However, we cannot ignore some of the unfavorable factors. The most important thing is that the expected demand from the economic downturn is reduced. There is also a gradual disappearance of the demographic dividend that supports the rapid growth of air-conditioning in recent years, and the government’s strict control over the real estate market. This series of factors will certainly have a negative impact on the market's recovery.

In the case of a lot of uncertain market factors, many people will think of breaking the flaws with innovation, like the mobile phone industry as an "apple" to create new consumer demand. But don't forget that air conditioning is not the electronics industry. Physical properties of products, once molded, will stabilize for a long time at maturity. Air-conditioning innovation has been for many years. It is limited to the appearance of beautification and auxiliary functions. There has been no revolutionary subversion from CRT to flat-panel TVs. Therefore, with the current technological innovation, the development of the air-conditioning industry driven by innovation cannot be seen in 2013.

The difficulty in innovation does not mean not to innovate, or to bring the bright spots of products to consumers continuously in conjunction with current technological conditions. As a leading company in the new year, Gree, Midea, and Haier will certainly launch their own innovative products. Whether it is in the appearance of beautification, or in the innovation of functions, including energy-saving levels, there will be products with their own characteristics. This stimulates consumer attraction and promotes further market prosperity.

In addition to product innovation, innovation in marketing models cannot be ignored. According to AVC's monitoring data, online shopping has entered a fast-growing track. In recent years, it has been growing at a rate of over 40% per year. Home appliances, including air conditioners, have also become hot spots in online shopping. Although air-conditioning online shopping accounts for only a single digit of sales, the rapid growth trend is very clear. Grasping the commanding height of this channel will be the biggest highlight of the 2013 air-conditioning channel change.

Existence of many uncertainties caused Air Conditioning 2013 to remain in the adjustment period. When many market players talk about the market, they expect to see the explosive growth in the past two years. In fact, this is an unrealistic mentality. The super high-speed growth of environmental conditions in the first two years has passed. If you do not have a good peace of mind, it will be difficult to calmly deal with the complex and complex market changes. Whether you are a big brand or a small brand, you may suffer extreme destruction!