Next year air-conditioning market may reach 135 billion

At the “2014 China Air Conditioning Industry Development Trend Summit Forum” held recently, the two released data are thought-provoking. One is 5.5%. Jia Dongsheng, general manager of China Yikang, predicts that the retail sales of the domestic air-conditioning market will reach 135 billion yuan next year, a year-on-year increase of 5.5%, which is higher than other traditional household appliances. One is 10 million units. Suning has signed a "double-line" model with Midea, Haier, Whirlpool and other domestic and foreign manufacturers to sign 10 million air-conditioner bills, setting a maximum purchase scale for home appliance retail channels. It can be seen that although the air-conditioning industry has entered a high consolidation period, high growth opportunities, including online shopping, are still expected.

In recent years, domestic air-conditioning sales have generally been on the upward channel. From 2008 to 2012, the domestic air-conditioning market expanded from less than 35 million units to more than 55 million units, an increase of more than 40%. In 2012, due to factors such as the withdrawal of supporting policies, the home appliance industry including air conditioners entered a low period. The situation this year has improved. The annual retail sales in the air-conditioning market is expected to reach 128 billion yuan.

At present, the air-conditioning industry is undergoing a process from quantitative growth to quality improvement. On the one hand, the market potential is still large. Compared with color TVs, refrigerators and other major appliances, air-conditioning home ownership is still low. According to statistics, the air-conditioning capacity per 100 households in cities and towns in China is 120 units, and the air-conditioning capacity per 100 households in the rural market is about 20, which is still a long way from the developed countries. On the other hand, product upgrades are speeding up. Suning's 10 million air-conditioning bills signed this time, about 3 million sets of high-efficiency fixed-frequency air-conditioning, accounting for 30%; new national standard inverter air-conditioning about 5 million sets, accounting for 50%. This shows that the energy-saving benefits of the people policy and the new national standard inverter air conditioner and other leading role is obvious, the air-conditioning market continues to develop toward the direction of energy conservation and environmental protection, the industry to accelerate technological progress and enhance product competitiveness is the general trend.

It is worth noting that while the air-conditioning industry is accelerating the adjustment of product structure, the channel structure is also undergoing major changes. According to the calculation data of China Yikang, in the air-conditioning market, the retail sales of e-commerce accounted for 5.2% of the same period of 2013 from 2.2% in January-September 2012, accounting for a doubling of the proportion, which is much faster than the traditional channels. Under the Suning system, in 2012, the sales growth on the wire was about 180%. In the first half of 2013, the online growth rate was increased to 200%, of which the air-conditioning growth was slightly higher than the overall growth of the home appliances.

As e-commerce is impacting traditional home appliance sales channels, the air-conditioning industry must keep up with the times and change the picture. An important reason for this time many air conditioner manufacturers are holding hands with Suning is that the O2O model integrates online and offline channel systems and price systems, which will allow air conditioner companies to enter the online market faster, gain high growth in emerging channels, and at the same time Strictly promote offline channel adjustments, stabilize physical network sales, and minimize online and offline conflicts.