The "2018-2019 China Air Conditioning Industry Summit Forum" hosted by China Household Electrical Appliances Association, National Information Center, and State Grid of China was held in Beijing yesterday (22nd). Midea, Haier, Casarte, Oaks, TCL, Hisense and other major domestic companies Representatives of air-conditioning brands and core component manufacturers, as well as representatives of major air-conditioning retail channels such as JD.com, participated in this forum.
According to data from the National Information Center, the retail scale of air conditioners in the domestic market in 2018 was 65.53 million units, a year-on-year increase of 16.56%. The "growth" in the cold year of 2018 is still the main theme. Although the growth rate of the air-conditioning market is slightly inferior to the growth figures of the cold year in 2017, this is based on the slowing trend after the previous big years. my country's air-conditioning industry has entered a "high baking period." .
Wang Lei, vice chairman of the China Household Electrical Appliances Association, said, “The air-conditioning industry can continue to grow at a historical high in the cold year of 2017. This is a miracle in itself. In contrast, the cold year of 2018 is indeed a slow-down in growth. But this is not important anymore. We should explore more what factors have supported the growth of the air-conditioning market in the past few years, and whether this high-level scale will be the norm in the future."
Cai Ying, a senior industry expert from the National Information Center, said that in the main theme of "growth", there are many "small notes" in the market this year, including the strong performance of the four-tier market, the deepening of product structure adjustments, and the innovation of the industry. The contribution of these factors to the growth of the industry is very obvious.
From the data point of view, this year's third and fourth tier markets are an important basis for the overall market scale. Among them, the proportion of the third tier market has increased from 11.75% in the last cold year to 12.38%, and the proportion of the fourth tier market has increased from 11.86 in the last cold year. % Increased by nearly 4 percentage points to 14.22%, which contributed a lot to the overall market growth.
From the perspective of the most intuitive penetration rate, air conditioners have the attribute of "one household with multiple units", and each household can have two or more units. In 2017, the number of air conditioners per 100 households nationwide was 96.1 units, compared with the previous year. An increase of 5.8%. If you look at it separately, the penetration rate of air-conditioning in rural areas is much lower than that in cities, which is why the proportion of the third and fourth tier markets has increased. In the long run, air-conditioning is the only domestic white power product that still has room for substantial improvement. This shows that there is still room for growth in the air-conditioning industry.
In addition, the stable replacement demand in the primary and secondary markets is also an important reason for supporting the volume of air conditioners in the cold year of 2018. From the data, this year's primary market sales accounted for 51.66%, and the secondary market sales accounted for 21.74%. The two major markets together account for more than 70%, and they are still the main markets for air-conditioning consumption. Air-conditioning in these markets has been popularized earlier, and a large number of old products are still entering the renewal period every year.
From the perspective of closely related property market trends, this year’s characteristics of regional differentiation are strong. First-tier cities have decreased in volume and prices, while second-tier cities have increased in volume and prices. In third- and fourth-tier cities, prices have stabilized and prices have risen. The same level of internal cities has also begun to differentiate. This year, the proportion of air-conditioning sales in first- and second-tier cities has declined slightly, and the proportion of sales in third- and fourth-tier cities has increased.
In the cold year of 2018, the industry's overall improvement in the speed of new product research and development and marketization is also a highlight. The overall innovation trend of the industry has maintained an upward trend, which is reflected in the significant increase in the proportion of high-end product sales. The data shows that the sales volume of high-end cabinets increased by nearly 10 percentage points from 46.45% in the last cold year to 56.06%. The characteristics of mid-to-high-end consumption are very obvious, indicating that the overall innovation and development power of the industry is at a relatively healthy level. .
Compared with the past, e-commerce channels have played a more active role this year. Take JD.com as an example. In the first half of 2018, the sales volume of JD’s platform air conditioners reached 7.27 million units, accounting for 62% of the online and 22% of the total; JD’s platform air conditioners Sales reached 18.6 billion yuan, accounting for 53% of online sales and 16% of the total. Although the growth rate of e-commerce platforms has slowed down overall, as some air-conditioning brands increase their penetration in e-commerce channels, e-commerce platforms have become a factor that cannot be ignored in the channel strategy of air-conditioning brands.
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