Starting in mid-March, many places in Guangdong have "officially announced" the beginning of summer, setting the earliest record of summer time. The reporter recently visited the survey and found that air-conditioning sales increased by 200% year-on-year, and as of February this year, the average price of air-conditioners rose by 20% year-on-year. The industry predicts that the peak season in April may usher in a new round of price increases.

The overall sales of air conditioners in March increased by more than 200% year-on-year

All media reporters of the Guangzhou Daily learned from Suning Guangzhou that the overall temperature in March increased, and the overall sales of air conditioners in March increased by more than 200% year-on-year.


Aowei Cloud Network previously predicted that with the steady recovery of the domestic economy and real estate market in 2021, the new demand for the air-conditioning industry will also improve; and the domestic air-conditioning market will have a high inventory of 520 million units. Under the circumstances, the release of renewal demand will become a strong guarantee for the stability of future market demand. Some people in the industry believe that consumer demand upgrades will promote the technological development of air-conditioning products and further promote the industry's return from price competition to value competition.

Accelerating the upgrading of the air-conditioning industry structure

The reporter learned that with the formal implementation of the new energy efficiency policy for air-conditioning, the structure of the air-conditioning industry has accelerated. The data shows that the retail sales of down-conversion products in Q4 line will account for more than 95% in 2020, and the market has entered the era of full-frequency conversion. In addition, after the test of the epidemic, the current consumers' attention to indoor air health has increased significantly, and higher requirements have been placed on the comfort and intelligent functions of the products. The reporter learned from a number of leading companies in the industry that concepts such as "no sense of wind" and "renewed wind" are still the main concepts in 2021. Sun Xiaoshan, chairman of the Health Appliance Specialty Committee of the China Household Appliance Service Association, believes that under the general trend of consumption upgrade and healthy China, the consumer concept of users is no longer based on rigid demand, but gradually transitions to quality.

The reporter's search found that current consumers' dissatisfaction with healthy air conditioners is mainly concentrated on the problems of poor cooling effect, mismatch between functions and publicity, and higher prices. Some consumers said that the price of some products has increased significantly after adding new concepts, and they may still choose more cost-effective products according to their own needs.

Air-conditioning head brand launches promotional activities

It is understood that in 2020, due to the increased consumer awareness of risk resistance under the influence of the epidemic, some of the renewal needs have been temporarily shelved, and the air-conditioning industry, which is in a downward crisis, is in trouble. According to AVC data, the retail volume of China's air-conditioning market in 2020 will be 51.34 million units, a year-on-year decrease of 14.8%, and the retail sales will be 154.5 billion yuan, a year-on-year decrease of 21.9%. Among them, the offline market both decreased in volume, while the online market experienced a decline in volume. Some opinions point out that part of the reason for the coldness of the air-conditioning market is that the market is becoming saturated. In addition, the serious homogeneity of products and the simplification of air-conditioning functions are the fundamental reasons for the stagnation of the air-conditioning industry.

The reporter noticed that although major air-conditioning top brands took the lead in launching a round of promotion campaigns since March, the reporter saw from AVC's data compass that offline, in February this year, air-conditioning The average price was 3,433 yuan, a year-on-year increase of 27%; online, the average price of air conditioners was 2,915 yuan, a year-on-year increase of 25%. Insiders told reporters that the increase in raw material prices this year will have a long-term impact, and it is predicted that the peak season in April will usher in a new round of price increases.

Article information source-Guangzhou Daily

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