In 2018, with the fatigue of the real estate market in recent years, the home appliance market has also been affected by the slowdown in growth, and the air-conditioning market has been greatly affected.

According to the data given by Aowei Cloud, the size of the air-conditioning market exceeded 20 billion in 2018, and the historical record was once again refreshed. At the same time, the overall market growth rate dropped significantly. Compared with the double-digit growth in 2017, only 18 years. The number of digits has increased. At the same time, competition in the industry has become more intense, brand concentration has increased, and brand profits have fallen. In this state, how should the future air-conditioning brand survive and develop?

Online and offline balanced layout

In recent years, with the continuous warming of the online market, products have paid more and more attention to e-commerce channels. In particular, the volume and scale of online promotion festivals such as “618”, “Double 11” and “Double 12” have been expanding year by year, and some air-conditioning brands have also begun. Paying attention to these festivals, they have launched promotional strategies.

However, the simple promotion, the market that can be expanded is limited, and the low price also compresses the profit margin of the manufacturer, and even the loss will be exchanged for market share, which will make the overall profitability of the industry decline. According to data from Aowei.com, the retail sales of air-conditioner e-commerce in the two-week and two-week (18W44-45) in 2018 was 5.80 billion yuan, down 0.3% year-on-year. The retail market size was 1.935 million sets, down 2.9% year-on-year.

This may mean that the Internet demographic dividend is beginning to fade. At the same time, the offline market is not optimistic, which indicates that pure online or offline channels have their own limitations, and products should strengthen online and offline balanced development.

Online can improve efficiency and offline can enhance the experience. If you can use online and offline linkage, not only can improve the promotion effect, but also get new customers and increase the frequency of contact with customers, which is a win-win strategy for product manufacturers and consumers.

Do not fight the price war

With the current increase in air-conditioning ownership, the overall market growth rate has dropped significantly. At present, the size of the air-conditioning market is still growing, and the large environment is in an upward trend in consumption. The air-conditioning products in urban areas are also facing a new generation.

At the same time, according to the data provided by the industry online, as of the end of October 2018, the total inventory of the entire household air-conditioning industry is 42.6 million units, which has approached the historical high point. According to the cyclical trend of the whole inventory development, it has now entered the active destocking. stage.

At this time, the price war is not great for the future of the product manufacturers. Simply compressing the price of the product will only make the profit continue to decrease. At the same time, the low-priced products may not be perfect in all aspects of experience, and will lose the reputation of the manufacturers and cause consumption. The loss of confidence in the product manufacturers, increased product concentration, leading to a vicious circle.

The overall market should be transformed and upgraded under the general trend of consumption upgrading to meet consumers' needs for intelligent, high-end and personalized air-conditioning, and to create differentiated experience products. From product positioning, product experience, retail channels and other aspects of diversification and innovation, the target should be changed from incremental market to stock market when the growth rate slows down, to activate the current consumer demand for air conditioning.

In summary, the current growth rate of the air-conditioning industry is declining, the inventory is large, and the industry faces no small challenge. Product manufacturers should carry out technological innovations to meet consumer demand for intelligent air conditioning, and at the same time actively transform and upgrade, activate the new market demand for new stocks, and pay attention to the balance of retail channels and strengthen the linkage development between online and offline.

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