The first half of the Chinese air conditioner market inventory: market growth

In 2008, the outbreak of the financial crisis on the global economic situation had a profound impact, looming difficulties, the Chinese Government has introduced a series of rapidly expanding domestic demand, growth, structure, Huimin health plans and policies, reversing the decline of the national economy growth, achieved the overall economy stabilises.

In the macroeconomic context, the first half of 2010, China's home appliance market into high-growth period, production enterprises also showed more self-confidence and positive competitive attitude. Beijing Ekon times market research co., Ltd. on the household appliance industry 100 entrepreneurs of findings show that in the first half of 2010, regardless of whether the machine production enterprises home appliances home appliances retail business climate index and all have higher precedence than 114 (climate index values are falling in the range 0 to 200 to 100 as the base value is greater than 100, the more that the economic situation, the better, and less than 100, the more that economic health is bad).

And overall household appliance market a comprehensive recovery pace, in the first half of 2010 the Chinese air conditioning market growing noticeably.

Measurement data is displayed in the Ekon, 2010 for the first half of the Chinese air conditioning market retail amounted to 2068 million units, retail value $ 551 billion yuan, an increase of 27.4% and 23.8% growth rate is much higher than the past 5 years. It is expected that the year 2010, China's market demand for air conditioning in total will be $ 3568 million units, an increase of 20% of total demand will reach 1016 billion yuan, an increase of 22%.

Average price of lower again

The Chinese air conditioner market has two consecutive years, showing a growth rate higher than the retail value of retail sales volume growth of the phenomenon, which indirectly reflected in 2009-2010, the air conditioning market price competition is fierce.

In 2000, the air conditioning is absolute luxury, 2004 the price dropped to an all-time low of air conditioning, in 2005, due to the rising prices of raw materials, manufacturers began to adjust the air conditioning sales prices to alleviate the cost pressure, entered in 2009, the Government introduced a number of policies, the air conditioning Huimin average price is significantly lower. Wall-mounted air conditioning to 1.5HP, for example, in 2000, the average price is $ 3999, 2004 fell to $ 2291, a 43% decline in 2000. Since then, year by year the wall-mounted air conditioning price 1.5HP rebound in 2008, the average price of up to $ 2838, while in 2009 and first half of 2010, wall-mounted air conditioning 1.5HP price dropped to $ and $ 2599 2655.

Retail monitoring data show that different levels of market growth differential is large.

Among them, the third market growth fastest 35.5% while the market is relatively high due to market saturation, the base is large, and other factors lead to the growth rate was relatively low, 23.6%.

High efficiency energy-saving air conditioning markedly

In the full recovery of the air conditioning industry background, representatives of the energy-saving air conditioning: a type of air conditioning energy efficiency (energy efficiency levels according to the GB 12021.3-2010 room air conditioner limited values of energy efficiency rating of standard definition) and the inverter air conditioner's growth rate is even more apparent.

In Ekon retail monitoring data show that in the first half of 2010, efficient constant speed air conditioner, inverter air conditioner's retail sales grew up to 1628% and 118%. Constant speed, efficient air conditioning growing, in addition to being itself into the fast-growing phase, the policy influence of incentive subsidies and other factors, the most important reason is 2010-1-speed air conditioning energy efficiency standard upgrade, 2009 market sales of the same energy efficiency levels constant speed air conditioning retail sales base is relatively small.

Energy-saving air conditioning into rapid development period, the pace of product upgrades.

In the first half of 2010, the Chinese air conditioner market efficient constant speed air conditioning the volume ratio of 38.9% (in the GB 12021.3-2004 room air conditioner limited values of energy efficiency rating of the old energy efficiency standards, 2010-1-5 months, high efficiency air conditioning air-conditioning in the cruise market share in sales of close to 70%), air-condition 25.3% ratio.

Inverter air conditioner instead of constant speed air conditioning pace is speeding up, especially in the wall-mounted air conditioning market segments, inverter air conditioner alternative trends more obvious, 1HP, small 1.5HP, wall-mounted air conditioning market 1.5HP, frequency conversion products accounted for more than 30 per cent are breaking through.

This and the main enterprise product line layout has a certain relationships, beauty, gree to 26, 32, 35-inverter air conditioner, Haier to 26, 28, 35-inverter air conditioner, Hisense to 26, 28, 35-inverter air conditioner. Relatively speaking, Cabinet type air conditioning market segments, frequency conversion technology only get 2.5HP products more widely used, market share is over 50%.

Inverter air conditioner universal speed slightly down at constant speed air conditioning energy efficiency.

For consumers, price will always be the first consideration when selecting products, taking into account the current air conditioning market mainstream products 1HP wall-mounted air conditioners, wall-mounted air conditioners, 2HP 1.5HP tank air conditioning air-conditioning, 3HP Cabinet for data analysis, we can see that the same refrigerating capacity, high efficiency, the average price of cruise and air conditioning in June 2009 and begin to significantly reduce the frequency and the average price for air conditioning is relatively stable.

June 2009, efficient air conditioning collective big price fixed, wall-mounted air conditioning is particularly evident in the fall, 1HP and 1.5HP product average price declined ring 23.7% respectively and 24.3%.

High efficiency air conditioning substantially the price of cruise, partly because the State financial subsidy policy support, on the other hand, some manufacturing enterprises to seize market share, do everything possible to lower the price of supply, air conditioning, Pescod, aux, etc. brand has taken a clear-cut "high energy prices," competitive strategy.

Inverter air conditioner sales prices even though there have been a loose, but the trend is relatively stable.

To 1.5HP wall-mounted inverter air conditioner, for example, the past 18 months, the price of single ring than the drop in 0.1% ~ 3.5%. At present, the same refrigerating capacity frequency emptyTransfer price-efficient high speed air conditioning price 30% to 60%.

The brand with a different emphasis

Product upgrade for air-conditioning manufacturers have brought new growth and profit margins, but also to enterprises expansion opportunities.

Thus, the air conditioning market leading enterprises to further consolidate the leading position in second-line brand through market segmentation strategies such as swallowing niches. Concern is that in recent years, air conditioner manufacturers have increased energy-efficient products, but the product strategy of different enterprises. Gree, midea, Haier products is similar, stick along the efficient speed, frequency of two main line layout portfolio; Chi-high, Oaks, CHANGHONG, kelon, galanz is more concerned about energy-efficient air conditioner market, constant speed at start "touching" inverter air conditioner market; and Hisense, Daikin, Mitsubishi Electric, etc. brand product line layout more biased inverter air conditioner. Product policy differences also make different market segments, the relative competitiveness of the enterprises change air conditioning market enters a new round of shuffle.

Efficient constant speed air conditioning market segment, domestic brand competitive power far in excess of foreign brand, in the first half of 2010, this segment of the top ten brands in eight domestic brands.

Foreign brands, only whirlpool and Electrolux enters the top 10, ranked, eighth and ninth place.

The inverter air conditioner market, with the domestic manufacturers of high-profile war, Japanese brand competitiveness debilitated, domestic brand with launch of channels and price advantage.

Ekon monthly retail in monitoring data show that in 2007 and 2008, Japanese brands in inverter air conditioner market share of the total sales of 38.0% respectively and 40.7% share of the total retail value is $ 48.3 53.2 percent. Enter 2009, Japanese brands in inverter air conditioner market share began a downward trend, the first half of 2010, the Japanese brand inverter air conditioner market, retail sales, retail sales share has dropped from 14.0% respectively and 22.8%. Cosmopolitism, domestic brands in the inverter air conditioner market share is growing. In 2007, the United States, gree in basic inverter air conditioner market also does not have the competence, retail sales share of 0.1% in the first half of 2010, beautiful, gree will occupy the Haier three 70.9% market share of inverter air conditioner. Japanese brand inverter air conditioner market share decline mainly price high, to Daikin, Mitsubishi Electric, for example, in the first half of 2010, the average price difference of up to $ and $ 5852 6931, and for the same period in the United States, gree average price respectively $ and $ 3491 3009.