The lively domestic air-conditioning market has been quietly undergoing new changes since April. Compared with the continuous growth of previous shipments, many air-conditioning companies in this month began to turn down, terminal retail and engineering machines. The sluggish sales have caused most of the previous large shipments to be converted into channel inventory. Although the air-conditioning industry has always had the traditional practice of “filling the channels with water†before the arrival of the peak season, it is too much to worry about worrying about the inventory at the current time; but now the inventory of more than 40 million units is too large. Enough to deal with the outbreak of market demand in the later period. The out-of-stock market that appeared once last year is basically impossible to reappear in 2018.
The reduction in production is not a positive signal, but it is a rational behavior, which can alleviate the inventory pressure that is still growing to some extent. Of course, not all brands have weakened the growth of shipments, and the production of brands such as Gree and Oaks is still strong. The differentiation of the market itself in the 2018 year has brought about a staged differentiation of the brand pattern, which is also an inevitable phenomenon in the dynamic process of market competition.
The channel format is also in a period of differentiation. Gree, Midea, Haier, Oaks and other brands have reached a strategic cooperation with Jingdong, Tmall, E-commerce and other e-commerce platforms on a scale of 10 billion yuan. The online step-by-step trend, the war to the present full embrace, the factory's devotion and the e-commerce's own dividend release, let the online become the leading commercial terminal in the air-conditioning channel pattern, just as Oaks' growth in Jingdong reached five in the first quarter. In the same way, the space for e-commerce platforms to continue upwards is still huge.
Of course, a large number of product wholesales in online sales have been transferred to offline channels or terminals, while offline channels are more difficult than e-commerce. Recently, in the WeChat group of several channel providers where the author is located, the information on product wholesale has suddenly increased. This reflects from another aspect that the offline market is heavily loaded in the near future.
The changes in the products of the domestic market this year are also clear. In addition to the promotion of the explosive mode on the e-commerce platform, the company has become a leading category, Haier, Midea, Oaks, etc. have applications of innovative technologies and functions in this regard. In addition, the wide increase in the price of refrigerants has led to an increase in the share of environmentally friendly products, while the high cost of raw materials and the intensification of competition in the products themselves are driving the further expansion of the production and sales of energy-efficient air conditioners. The replacement trend of household central air conditioners for traditional household split products is still strong, which will also be an aspect of increased production and sales pressure in the domestic machine market in the later period.
Some policies, plans, environments, and changes in the situation in local areas, countries, and regions will inevitably affect air-conditioning. For example, the introduction of Hainan's new plan will make this regional market face optimistic and broad prospects in the future; For example, the intensifying Sino-US trade friction will cast a shadow over the overseas market sales of air-conditioning products and the global layout of enterprises. The differentiation of product sales in the region, non-market factors often play a direct and critical role in a specific period of time.
The differentiation of products, brands, channels, regions, etc. is the result of the combined influence of supply and demand in the competitive strategy of enterprises and the sporadic elements of the external environment. As far as the evolution of the domestic market itself is concerned, the market in the peak season in 2018 is full of changes. The worst result is that even if there is a long-term high temperature and humid climate in the weather, the terminal demand still does not have a sufficient size of the blowout market.
Perhaps the entire industry needs a more rational way to deal with the ups and downs of market movements.
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