Fixed-speed air conditioning subsidies formally lifted rare earth prices raise the price of compressors

Rising costs for air conditioning or full price increase this month

In June of this year, the state's "energy-saving products Huimin Project" officially canceled the subsidies for fixed-speed air-conditioners. Without this subsidy, the burden on air-conditioning manufacturers was significantly increased. In addition, the price of rare earths in late June was arrogant, and rare-earth metals were often used in frequency conversion. On the compressor, the price of the inverter compressor has risen.

Under double pressure, it is hard for air-conditioning manufacturers to think that they will not increase prices.

Market phenomenon Daikin raises air conditioning prices

According to a regional distributor, it has received formal notice from relevant staff of Daikin recently that the price of Daikin's full range of products will increase by more than 10% from July 11. But there are also industry insiders said that in their market, Daikin's price adjustment method is to rely on deduction points, the price increase between 5% to 10%.

In fact, air-conditioning prices have become increasingly apparent. In the recent Suning Appliance, Gome's promotion, the minimum retail price of 1P air conditioner has risen from 1,500 yuan last year to 1,800 yuan. If there is no promotion, this year's air-conditioning market will be difficult to air conditioning below 1900 yuan. The survey shows that at the end of May, after the withdrawal of energy-saving air-conditioning subsidies, the factory ex-factory price was not raised at the beginning of June, but the retail dealers' delivery price generally rose by 150 to 200 yuan, and the channel inventory was still low, which was provided for the follow-up ex-factory price increase. Space.

According to AVC data, the average retail price of on-hook fixed-frequency air conditioners rose by 3.8% in May, the average retail price of on-hook fixed-rate energy-efficient air conditioners was 2,052 yuan per unit, up by 5.9% from the previous month, and fixed-frequency fixed The average retail price of secondary air conditioners rose by 3.0% from the previous month, and the average retail price of Grade 3 energy-efficiency air conditioners rose by 6.1%.

Monitoring shows that the air-conditioning retail price has slightly increased in June, and the air-conditioning retail price will be fully raised in July after the channel low-cost inventory is gradually digested.

Rising price of rare earth price increase compressor follow price increase

It is understood that the core components of air-conditioning compressors are facing a sharp price increase. At present, many air-conditioning manufacturers have received price increases from compressor companies, which range from 20% to 40%.

Industry sources said that due to the high price of rare earth, compressor prices are forced helpless, if you do not raise prices will face a loss situation. Prior to this, rare earths accounted for less than 10% of the total cost of inverter compressors, which has now risen to 20%. Relative to Other raw materials, the sharp rise in rare earth prices has clearly become the main driver of rising compressor prices.

The price increase of the compressor is a problem faced by the entire industry. As of the end of June, the price of each compressor has increased by nearly 50 yuan, which is difficult for many manufacturers to accept. However, the price increase of 50 yuan is still unprofitable for compressor companies and is at the edge of losses.

"According to the actual situation, the price increase should be 100 yuan, but considering the sentiment and acceptance of manufacturers, we did not raise too much at once. If the rare earth price continues to rise, the price of the compressor will continue to rise." According to industry sources, Since February of this year, the state has successively introduced policies to promote the development of the rare earth industry, which has also caused the price of rare earth, which is already in short supply, to soar.

It is understood that in the past six months, the price of rare earths has risen several times, and "Rare earth into gold" is the future trend.

Subsidy cancellation is difficult for manufacturers to digest themselves

Last year, the air-conditioning industry became the most profitable industry in the home appliance industry. Gree Electric Appliances made a profit of 4.2 billion yuan to win the most profitable companies in the home appliance industry. Midea Electric Appliances followed the profit of 3.1 billion yuan. At the same time, air-conditioning companies have also received the highest government subsidies.

From June 2009, the country began to implement the "Energy-saving Products Benefiting the People's Project" in the air-conditioning industry, subsidizing 300 to 850 yuan per unit of standard air-conditioning. From last June, the amount of subsidies has been adjusted to 150 yuan to 250 yuan per station.

It can be seen that the amount of subsidies for each air conditioner in the first half of this year was reduced by 150 to 600 yuan compared with the first half of last year.

It is understood that the highest subsidies received last year were Midea’s electrical appliances, which was as high as 2.499 billion yuan, followed by Gree Electric Appliances’ compensation of 2.244 billion yuan. Subsidies account for more than half of the profits of the two companies.

Temperature rises in air conditioning sales into peak season

Although Beijing’s continuous cloudy days recently made citizens feel that the weather is not as hot as last year, since July, hot weather for air-conditioner sales has appeared in most parts of the country.

Among them, the Yangtze River basins in Shandong, Jiangsu, Zhejiang, Fujian, Anhui, Jiangxi, and Guangdong, and the southeastern coastal regions, have ushered in the first continuous high-temperature meteorological conditions this summer. And Henan, Hebei, Shaanxi, Hubei and other provinces have entered the hot weather. Even the northeast has experienced high temperatures above 30°C.

Judging from the temperature conditions monitored by the Meteorological Observatory, the average temperature in the country since June has been higher than that in the same period of last year. The northern region with low air-conditioning capacity has become even hotter.

Recently, Wang Jinliang, vice president of the China Business Unit of Midea Refrigeration Appliances Group, stated: "This year, our sales of inverter air conditioners will exceed 10 million units."

Zhigao Air Conditioning also stated that as of now, the amount of online sales realized through the self-built online mall and its cooperation with well-known websites has exceeded RMB 100 million, and the scheduled targets have been completed in advance.

The market expects bad news, although many of the annual standards are still expected AVC analyst Chen Jun expects that the next “cold year” home air conditioning industry is likely to slow down the growth rate, driving the home air conditioning industry is still rapid growth The dynamic factors have not yet formed, and the air-conditioning industry faces an increase in environmental negative factors.

For the entire home appliance industry, the negative growth in real estate purchases and sales will affect home appliance consumption in the primary and secondary markets in the second half of the year. Export growth may also slow down with the overseas economic downturn, but there will be no “slam brake” in 2008.

At present, the profit forecast of the air-conditioning industry has fully taken into account the slowdown in the industry's power, so the annual sales compliance problem is not large, and there is more than expected space.

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