In the first half of 2017, the domestic sales of domestic air-conditioning market increased by 30% year-on-year. Under the dual help of hot weather and consumption upgrade, air-conditioning manufacturers finally relived the beauty of “dreaming and waking upâ€, and more “powerful†than household air conditioners. Central air-conditioning, an increase of up to 44%.
Household central air conditioning blasting market
"I want to use a recent popular word to describe the growth trend of home central air-conditioning, that is, 'the wolf is the true color, the explosion of the market'," Zhang Yanbin, dean of the Ovi Cloud Network Air Conditioning Industry Research Institute, said, "Thanks to everyone." With the continuous growth of disposable income and the improvement of real estate market, household central air conditioners showed a significant growth trend, with an increase of 10.5% in 2016 and sales of 73.4 billion yuan. In the first half of 2017, the growth rate was 24.5%, reaching 45 billion. With the advent of the renovation season, node promotions, etc., it is expected to be flat with the first half of the year, and the annual increase is expected."
According to Zhang Yanbin, the growth rate of large commercial central air conditioners such as water coolers, centrifuges and modular machines is declining, while the growth rate and growth rate of multi-line and unit machines are very impressive. In the first half of 2017, the market share of multi-connected market increased by 5.1%, an increase of 50.7%; the market share of unit machine increased by 1%, an increase of 19.3%, and many mainstream air-conditioning enterprises have already been or are in the central unit of unit machines and even more online. Air conditioning air conditioners are included in the sales system of household air conditioners.
Aux is one of the first companies to start such an attempt. Liu Yongwen, deputy manager of the marketing department of Oaks Air Conditioning Domestic Marketing Company, has experienced this change: “I have been in the household sector before, and now I am in the commercial field.†In his view The integration of family business has realized the complementary interests, and this complementage is first reflected in the product. "As everyone's awareness of home central air conditioning increases, the living room and kitchen may be equipped with a branching machine, and the bedroom may be equipped with a split machine. Conducive to saving indoor space." Home business integration is conducive to the integration of channels, "originally, dealers are either dedicated to home or commercial, but through integration, everyone can do both home and business, and will enhance the common profit margin. In addition, "through the integration of the two, you can also share media resources, customer resources, etc., thus saving costs." However, he also stressed that there is still a lot of difference between home central air conditioners and household air conditioners, so in the sales model. And channel expansion should also be focused.
Haier's home central air conditioning planning director He Wei revealed that in June this year, Haier has integrated household and commercial air-conditioning products, using the network resources of ordinary household air-conditioning to achieve sales of household central air-conditioning. He also said that in the future, Haier will also create the concept of "full house integration" to help this integration.
Multiple benefits, who are you?
Zhang Yanbin believes that the explosion of home central air conditioning should be mainly attributed to the following three aspects.
First, the root cause lies in the rapid growth of disposable income of residents. Over the years, the income of Chinese residents has continued to grow; in the first half of 2017, the per capita disposable income of residents increased by 7.3%, which provided an economic basis for household central air conditioners to enter the family. From the sales situation in the sub-regions, it can be seen that at present, the eastern coastal areas and South China with relatively developed economic levels are the main battlefields for home central air-conditioning, especially in East China, where the growth rate and market share are the most significant. As far as the province is concerned, the economic structure and consumption level of Jiangsu Province in East China are relatively leading. In the first half of 2017, the growth rate of household central air conditioners was also the largest. Secondly, it is Beijing. Due to the increase in housing renovation and the increase in consumption upgrades, the increase in household central air-conditioning is also considerable.
Secondly, the change in the structure of the apartment provides objective conditions for household central air conditioners to enter the home. In the first half of 2017, the transaction volume of ordinary residential buildings below 90m2 in China decreased by 8.5%, and the corresponding increase in ordinary residential buildings above 90m2 was 21.5%, and that of villas and high-end apartments increased by 27.2%. In a small room, ordinary household air conditioners can meet the needs of home cooling and heating, but with the increase of room size, especially the emergence of large-sized houses or villas and high-end apartments, ordinary household air conditioners are difficult to meet the demand.
Third, with the public's understanding of home central air conditioning, major manufacturers have accelerated the layout of small-sized central air conditioners, and the integration of home business channels and the rapid growth of central air-conditioning have helped each other.
Ding Jin, the copy of Dingjin (China) Investment Co., Ltd., is very much in agreement with this. He pointed out: "Dajin introduced home central air conditioners to the Chinese market around 2002, so we still have a say in this field. He said that Daikin’s initial entry into this market was that China’s housing market was large enough to have potential capacity needs, and that there was room for growth in Chinese consumers’ spending power and consumer awareness. More than a decade of hard work has ushered in a brighter future. "We are willing to push forward the development of home central air-conditioning culture."
At present, in terms of the overall market of central air-conditioning, Gree, Midea, Daikin, Hitachi and Haier occupy the top five. Daikin has taken the first place in the multi-connection field. Secondly, Hitachi has developed rapidly in the multi-line connection in recent years. After that, it is Gree, Midea, Haier and other enterprises. With the further development of the domestic system, domestic brands are expected to At present, 55.5% of the market share has been further improved.
Zhang Yanbin said, "Home central air conditioning is more dependent on real estate than ordinary air conditioners. Ordinary air conditioners are more affected by weather factors and random demand, but the demand for home central air conditioners is hard because it can only be installed when new homes are renovated. Central air-conditioning 'household' is a manifestation of consumption upgrades. It will maintain a relatively large and rapid growth in the future. However, as the base increases, the growth rate may drop a little. In 2014-2016, its growth rate reached 34%. By 2020, we predict that its growth will drop to 26%, but the base must be even larger."
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