Energy efficiency and frequency upgrade air conditioning industry price war gradually weakening

Recently, residential electricity price considering step raised concern about the news.

For household appliances in the "power users" – air conditioning, energy efficiency standard upgrade, inverter air conditioner covers more than the purchase of energy-saving products, has become a vast number of consumers. At the same time, the prevalence in the air conditioning industry has gradually weakening of the price war, business sentiment from the price-driven guide to brand-driven oriented restructuring.

Expansion conditioning hot-Enterprise

The State information resources development department published the annual air-conditioning market 2010 frozen whitepaper show, at the national policy of continuing effect, 2010 cold year (August 2009 July 2010) domestic air-conditioning market sales increased 31.45%.

In addition, according to the air conditioning and refrigeration market acquisition data show that in August 2010 in hot weather, air conditioning sales strong, rendering characteristics of low season not fade, in September, the air conditioning sales 683 million units, up sharply 40.3%, of which domestic sales 447 million, an increase of 29.5%.

Since last July, 15 consecutive strong sales, air conditioning.

Continuing strong sales conditioning enterprises expanding production capacity needs.

By the end of August, gree, midea announces issuance plan respectively, layout conditioning expansion plans. Aux group recently announced that the release 8 billion duanrongquan, raised funds will be used to repay company loan and company working capital and additional subsidiary Tianjin aux production base supporting liquidity.

Consumer price sensitivity decrease

According to key urban retail monitoring the latest data show that in 2010 the Mid-Autumn Festival, the national three-week promotion period, the air conditioning market overall average price in the holiday and there is a structural rise, promotional period sales price of air conditioning, Central 3392 element than 2.8% rise.

Average price increase can be explained by the fact that different previous holiday promotions, and today many brands are high-end products as the main carrier of promotions.

For example, the beauty of the inverter air conditioning price reduction to the cupboard 5000 $, $ 2599 aux introduced energy saving hang-up 1.5 horse. This causes the inverter hang-up price decline 9.9% price decrease frequency cupboard 6.3%, a level II energy efficiency energy-saving speed hang-up price decline 7.1% and lead to a high-end product sales accounted for more than a significant upgrade. Compared with the previous three weeks, the air conditioner market conversion product sales accounted for 20.8 percentage than rose.

Concern is that even the rural consumers to purchase air conditioning is most important is not the price.

The 2010 annual air-conditioning refrigeration market white paper shows that the average four-stage market air conditioning is not only the price level higher than the overall level, but also higher tier market, and primary markets. This shows that the price was not the rural consumers to purchase air time primary consideration, consumers are most concerned about is the refrigeration effect, brand and after-sales service.

While, in principle, the more "power" with expensive tariff scheme makes the ladder more consumers when purchasing home appliances to seriously consider its power consumption.

Latest industry survey, previously, consumers generally agreed that, although the concept of energy saving and low-carbon, but consider purchasing home appliances more remains the price, performance and other factors, but now, more consumers began asking the electricity consumption, or simply to use power to calculate the approximate power consumption. Currently, 75.68% of consumers said that after the purchase of home appliances will consider the energy saving.

From price-driven to a brand-driven

The end of last year, the Department of Commerce abroad put Chinese-made image advertising film, opened from national level to China manufacturing brand upgrade transformation.

Hua University Chinese enterprises Research Center Director, Professor Wu left-HO, the current Chinese home appliance industry are at creating from manufacturing to upgrade a critical period, brand competition has become supporting household electrical appliance enterprises health, sustainable development.

Specific to the air conditioning industry, many consumers have seen speaking of gree AC "Chan promo, but early had to launch price war known as the Oakes, also recently invited Jet Li as the brand image.

Air-conditioning Enterprise upgrade transformation is achieved, but a step-by-step implementation.

According to officials from aux air-conditioning, 5 years ago, aux stop price war, the return of the product market competition game-based technology, 3 years ago, the value of the war, the building facing consumers, distributors and manufacturers of multi-faceted interests community, now in hand, Jet Li, start a brand strategy, it marks the enterprise growth and development patterns have been from the traditional price guide, the future of brand-driven orientation span.