2006 How Cold Is The Air Conditioning Refrigeration Year?

Although this year is "leap July", but the reheated weather can only be a strong end. With the passing of the hot summer season, the 2006 air conditioning refrigeration year is about to end. But for air conditioning enterprises, it is not clear whether the period is perfect or not.

The so-called "a few joys and sorrows", some air conditioning enterprises with 06 frozen year's good sales performance into the next cycle, but some air conditioning enterprises have to take a little regret and helplessness into the next sales year......

In fact, the ranking of sales performance of air conditioning enterprises can not fully represent the future development trend of an enterprise. Perhaps it is even more significant to observe the increase or decrease of the comprehensive strength of enterprises in the background of the 06 refrigeration year of the whole air conditioning industry.

However, there is a view that every air conditioning company and colleagues can reach a consensus: no matter how the sales performance of each enterprise is, whether the air-conditioning companies are changing frequently, whether the upward trend of raw material prices is still going on...

But for the entire air-conditioning industry, the air-conditioning industry in 2006 is still moving forward steadily, and the industry has become more standardized, technology has become more advanced, and the overall sales volume is still rising.

What is the performance of enterprises in the year 2006?

Where will the air conditioning market go in 2007?

Who dominates the Matthew effect?

The New Testament: Matthew Gospel records: before a king goes far, he gives three servants a single piece of silver and orders them to do business.

When the king came back, the first servant earned ten yuan, so the king rewarded him for ten towns; second servants earned five yuan, so the king rewarded him for five cities; third servants were afraid that silver would be lost and wrapped in a towel, so the king ordered that one of the third servants' Silver be awarded to the first servant, and said, "anything less, even everything he has will be taken."

Give him more and give him more. "

This is the Matthew effect, that is, "the strong is strong and the weak is weak." it exists widely in the society. It explains its meaning in the competitive air conditioning industry.

In 2004, the once Ying Yan, the ancient bridge and the Dongyang in 2005 have become a passer-by in the air conditioning market; in 2006, with the AUCMA's suspension of production, "no best, only better", this classic advertisement has also become a memory in our minds. The company called Electrolux, the world's first white brand, has to go out after 5 years of war in China.

From the end of 2005 to January 2006, less than a month ago, the news of the changing of the air-conditioning industry has come out frequently: the US, Galanz, TCL and Panasonic have heard the news of high-level changes, which also indicates that the opening of the frozen year in 2006 is not ideal.

According to the market research company of the China Research Institute, the air conditioning market in 2005 was 3.21% lower than that in 2004. The main reasons are as follows: 1, the consumer market is becoming saturated and the demand for the one or two tier cities is decreasing. The purchasing power of the three or four cities with relatively large developing space is still weak. 2, the seasonal characteristics of the air conditioning "depend on the weather" are obvious, and the climate determines the sale of the air conditioner to a large extent. In the cold weather of 05, the "cold blowing" market and the blowout situation seldom appear; 3, the central government implements the macroeconomic regulation and control policy, the real estate market regulation measures are further implemented, and the sales of commercial housing slows down, which also has a certain impact on the sales decline of the household electrical appliances market. Hex

After entering the 2006, the air conditioning market did not reverse the decline in 2005.

According to the retail monitoring data of China Yikang, air conditioning products showed a sharp decline in the same volume and volume in 1-4 months in 2006, down 19.77% and 13.90% respectively, while in 2005, the total volume in 2005 was up to 1-4, and the volume decreased by 4.46%.

On the one hand is the continuous expansion of production capacity, on the other hand, it is a shrinking market.

This shows that the air-conditioning industry reshuffle is still continuing, who will be the next exit?

Will "not beautiful" Heaven continue "cool summer" in the 05 cold years?

And near the peak season of air conditioning sales, big manufacturers again have a showdown with the channel traders on the question of "rising prices" under the pressure of rising prices of raw materials. Is the wolf coming?

The three giants of Haier, GREE and the United States have a strong position. Hisense, AUX, Chunlan and Zhicheng are quite strong. After fierce competition for several years, the strength of China's air conditioning market brand is clear, but no absolute oligarchy has yet been formed.

The three brands of Haier, Midea and GREE firmly occupy the top three brands. In 2006, the total retail sales volume in 1-4 months reached 16.97%, 13.48% and 12.90% respectively. Considering that GREE's self built channels have not yet entered the scope of the monitoring, the actual market share of GREE will be higher than the monitoring data of China Yikang.

Unlike washing machines, refrigerators and freezers, Haier did not take the lead in the air conditioning industry. The professionalism of "good air conditioners, GREE made" and "life could be more beautiful" posed a great threat to Haier.

At the same time, because the three brands have strong strength in terms of group size, technology development, brand influence and network channels, the "Romance of the Three Kingdoms" pattern is hard to break.

The second tier competition seems to be more intense. Hisense, AUX and other brands have a market share of 3%-7%, but the brands focus on different markets. Hisense is based on the frequency conversion market. AUX, Chunlan, CHIGO and Kelon mainly strive for low and middle end users, while Panasonic and MITSUBISHI motors are the main high-end market.

Hisense is the only air conditioner brand holding the banner of "frequency conversion" in China. Despite the rapid growth of inverter air conditioners in recent years, because of the reasons of price and consumer cognition, the inverter air conditioner is difficult to become the mainstream of the market, so Hisense's cake will not expand rapidly.

Panasonic and MITSUBISHI motors are positioned at the top end of the market. The market share is not high but stable, and the competitive position will not change in the short term.

Relatively speaking, the middle and low end market has the biggest variables, and the low price competition of small and medium brands, disrupting the market order is also not conducive to their own development.

In 2001, AUX became popular after the success of "Milu". After its success, it did not pay attention to improving the quality of its products. Instead, it merely delighted consumers at low prices. The brand image was equivalent to the "price butcher" and the market share also declined.

KELON's share began to pick up after entering Hisense, but its competitiveness was still weak.

Naka Yiyasu two, Chinese and foreign brands PK: the absolute superiority of the local brand occupies, the foreign brand seeks the strategic support point, the local brand occupies the absolute quantity superiority in the domestic air conditioning market competition. According to the monitoring data of Naka Yiyasu, the share of the foreign brands in the air conditioning market in 2006 is 17.28%, and the share in 2006 is only 19.35%. The competitiveness of foreign brands in the domestic air conditioner market is obviously weaker than that of the other two big industries of white power, refrigerators and washing machines (in 2005, the foreign brands occupy 28.12% and 27.90% respectively in the refrigerator and washing machine market).

The reasons are: 1, the first group of Haier, GREE, the strength of the United States; Hisense, AUX, Chunlan, and Zhi have the same strength, but show a positive trend toward the first group; 2, compared with refrigerators, washing machines and other industries, the air conditioning industry's price war has become more intense. Taking one machine as an example, the average price in 2001 was 2883 yuan. In 2005, it had dropped to 1868 yuan and shrunk 35%, while the double door refrigerator and wave washing machine average price in 2005 was only 12% and 7% lower than that in 2001.

Because of the lack of technology, many domestic brands of two or three brands are competing for vicious competition. Foreign brands with high prices can not win the favor of ordinary consumers. 3, network and market layout are not perfect: for example, SANYO relies too much on Suning appliances, and Daikin, SHARP and Shanghai brands are mainly located in East China and other places.

Although local brands occupy a leading position, we must also see that the advantages of local brands are mainly reflected in quantity. Simple price wars only strive for the growth of market share, but they can not guarantee profits. The inevitable consequence is that some brands are overwhelmed, and bankruptcy or bankruptcy is inevitable.

Many foreign brands have also accumulated some mature experiences in the process of market operation, and the strategic system has gradually taken shape.

The consumer price system, together with the influential brand name and the promotion and sales promotion, rapidly entered the top ten of the domestic air conditioner market. However, from the 05 cold year, the LG adjustment strategy reduced the low-end product investment to the high-end development. At the beginning of the 06 freezing season, the headquarters of LG Korea clearly put forward the "first class strategy". The development of the high end market will inevitably sacrifice the market share. In 2005 and 2006, the share of the retail sales of LG dropped to 3.10% and 3.16%; Panasonic is a good development trend in the foreign brands, mainly depending on the brand's influence and reasonable market orientation. Daikin and MITSUBISHI electric are strong proponents of high-end strategy. In 2005, the brand index reached 224 and 166 respectively, and profit margins and average prices were far beyond the peers. LG was once a typical representative of localization strategy.

In the three and 06 cold years, the new products market: fashionable and colorful, energy saving, healthy concept frying, fish eye mixing, and 06 cold years will enter the most critical period. As in previous years, the new product market is quite lively.

In the panel design, to adapt to the popular home decoration, various bright and bright colors are gradually replacing the traditional white, LG's "ART COOL" series, Samsung's "Zhen pin" series, SANYO's "four seasons color Museum" series, Chunlan's "dream" and "beautiful" series.

Colorful colors give consumers more choices.

At the same time, in the 06 cold years, the new product lasted for 05 years, and the concept of "energy saving" and "health" was all over the world. However, due to the lack of industry standards and supervision system, the so-called "energy saving" and "health" were mixed with fish eyes, which had a negative impact on consumers' choice.

The energy efficiency national standards of air conditioning have been clearly stipulated by the energy efficiency national standards, and many manufacturers have introduced high-energy efficiency products. But is energy efficiency more meaningful than consumers?

At present, the energy efficiency ratio data of China's air conditioning market are relatively chaotic. The certification of air conditioning energy efficiency ratio has not yet been published, and the country has no relevant standards, so it is difficult to measure.

At the same time, the data advertised by the manufacturers are basically self-reported data from manufacturers, and all these data are obtained from the laboratory with great commercial inclination.

On the other hand, almost all air conditioners are related to "health", nano antibacterial, negative ions, silver ions, photocatalyst...

On the surface, the healthy air-conditioning market is booming, but in fact, it is very immature. There is no uniform standard for health. Therefore, the concept of "healthy air-conditioning" in the market is chaotic. Some air-conditioned enterprises cater for consumers' tastes by hype, and powerful enterprises complain incessantly, while individual manufacturers deceive consumers.

Four, "price increase" twists and turns, how manufacturers ensure profits and market share win win, "rising price" has become the most popular keywords in the air conditioning industry in 2006. Almost all air conditioning manufacturers have been implementing their own products before the arrival of the peak season of air conditioning, the average price increase is 10%, and the price brands include more than 10 mainstream air conditioning brands including Haier, Midea, Hisense, Changhong, CHIGO and Kelon, and have issued a price adjustment notice to large household appliance retailers.

The reasons for the price increase are: compressor and copper, steel, aluminum, plastic and other raw materials have accounted for about 70% of the total cost of the air-conditioning unit. The price of compressor and raw material copper has skyrocketed, making the cost of air conditioning substantially increased. At this time, a large increase in price can only be carried out, so that the cost pressure of the industry can be pferred to the terminal consumer market.

In 2005, the air conditioning market also experienced a "price increase" storm. The reason for manufacturers is still rising costs. Most manufacturers use new ways to raise prices and new functions to raise prices. Naka Yiyasu's monitoring data show that in the 06 quarter of the 1 quarter, the main types of air conditioning market are floating up to varying degrees over the same period of 05 years, while the overall price of the air-conditioning market has increased by 8.2%.

In the 05 cold year, the price of air conditioner has risen, can the price of air conditioner continue to climb in the 06 cold year?

How to win profits and share the market share is a difficult problem facing all the big manufacturers.

First, China's air conditioning industry "manufacturing Legion" is crying out for higher prices at the expense of high costs. The "retail corps" headed by Gome, Suning and Yongle has shouted a price cut. In June 13th, Gome declared that it would generally lower the air conditioner prices by 15% to 20% on the current basis, and in June 20th, Suning and Yongle also announced the follow up.

The "retail corps" price reduction is based on its own hoarding inventory, plus the beginning of the year.