The Most Active Factor Of Price Increase In 2006

Another freezing year (from September of that year to August of the next year is a freezing year according to the law of air conditioning market) is coming to an end. The sharp rise of raw material prices, the weather impact of the market in peak season and the merger and integration of chain channels make the market of 2006 freezing year show its unique characteristics. . According to the latest market data of zhongyikang, from January to July this year, the sales volume of domestic air conditioners decreased by about 11.4% compared with the same period of last year. Luo Qingqi, senior director of paler consulting company, said that in the air conditioning industry, "those who get June get the peak season, those who get the peak season get the whole year". At present, enterprises are still unable to get rid of the fate of "relying on the weather". When they should have shipped a large number of goods in the peak season, due to weather factors, the shipment is blocked, which can only make the manufacturers look forward to the sky and sigh. The average price of air-conditioning products has increased by 15% - 10% this year. . Luo Qingqi believes that the rise in the prices of raw materials such as copper, aluminum and plastics, together with the collective price increase of compressor manufacturers in early May, is a "fatal test" for a standardized industry such as the air conditioning industry. At the same time, consumers' value-added of air-conditioning products is also changing accordingly, from the original focus on basic functions such as refrigeration and heating, but also pay special attention to the added value of air-conditioning products, such as health, energy saving, environmental protection, mute, etc. Luo Qingqi believes that this has fundamentally increased the manufacturers' investment in the scientific and technological content of products, and diluted the profits. All these are a huge test for the air conditioning industry, which has been making profits of 0.0% in recent years. 和和和和和和和和和和和. From the statistical data of zhongyikang, Haier is still the first in the market, and forms the first group with Midea and Gree. The market share of the three brands continues to occupy nearly half of the country, with their retail sales exceeding 12%, far ahead of the fourth place by about 6%. This year, more than a dozen brands have dropped out of the list of active brands that can be monitored in the market, and the brand concentration has a trend of further improvement. ■ the new marketing strategy plays a role From the perspective of sales volume of last year, the sales volume of Zhongkang Air Conditioner Co., Ltd. was lower than that of the market in 2006. Peng Yu believes that this result is mainly due to the use of new marketing strategies. Although there are about 890 new models on the market this year, there are no hot concepts like "frequency conversion", "one drag two" and "sterilization" in the market like last year. "Different from last year's hot frying concept, this year's hot frying is" price. " Since the first half of this year, air conditioning prices have been rising continuously. To sum up, the air conditioning market has experienced three large-scale collective price rises this year: at the beginning of the year, major enterprises raised their prices by introducing new products; in May and June, enterprises raised prices by borrowing copper prices. At the same time, Gome, Suning and other channel business are for air conditioning price rise "cooling". No matter tacit understanding or competition, the double spring performance by manufacturers has achieved good results in the market. Peng Yu believes that this will not only enrich the means of marketing, but also effectively improve the operation quality of manufacturing enterprises. ■ prices may change next year ; high end air conditioning has gradually become the focus of air conditioning market this year. Luo Qingqi believes that domestic brands must invest more energy in high-end technology research and development to adapt to market trends. For example, he said that the high-end products with more than 4000 yuan now rank first in all price segments with a market share of 28.25%. Although the first position is occupied by Haier, the performance of foreign brands is more eye-catching, and almost all of them are in the top ten. It can be seen that under the cruel reality of increasing costs and shrinking profits, enterprises are doomed to achieve only a large quantity, not necessarily a strong one, and only high value can sustain and rapid development. Luo Qingqi said that the "value" not only refers to the profit value of enterprises, but also refers to the consumers' belief that the products are valuable. "Next year, the marketing methods of enterprises should be more mature, and there may be" combination fist ". Enterprises may play tricks in spontaneous alliance and new product cooperation Peng Yu believes that according to the basis of this year and some actions of enterprises before the new freezing year, the price of products will continue to rise next year. However, the reporter also learned from Haier, Gree, TCL and other enterprises that the new products in 2007 will be mainly high-end air conditioners, and the enterprises will mainly promote medium and high-end models without giving up low-end air-conditioners. "Powerful enterprises may focus on products with high technology content and high added value next." A business person said so.