Author Beijing Zhongyikang Times Market Research Co., Ltd. Wei Jun
In 2010, the domestic air-conditioning market remained at a high level, and both retail sales and retail sales achieved significant year-on-year growth. Many manufacturers also earned a lot of money. At the same time of the substantial increase in scale, the product structure of the market has also undergone great changes, the most prominent of which is the rapid growth of inverter air conditioners. In early 2010, Yikang wrote an article asserting that 2010 will be the year of widespread adoption of inverter air conditioners. By the end of the year, we are also delighted to see that the inverter air conditioners have finally flown this year. Perhaps in response to the sentence in the movie "Let the Bullets Fly", "Don't worry, let the bullets fly for a while." For the air-conditioning market, the popularity of frequency conversion is only the beginning. And the air-conditioning market in 2011 will also be different because of this "bullet"...
The expansion of the air-conditioning market is encouraging
The most prominent feature of the domestic appliance market in 2010 was that the market entered a period of high growth, and the overall market size exceeded the trillion mark, reaching 1,056 billion yuan, and the growth rate was gratifying. It is well known that the global financial crisis since 2008 has had a serious impact on the global economic situation, and the home appliance market has immediately fallen into a relatively low period. In the face of such a situation, the Chinese government has introduced a series of plans and policies to expand domestic demand, maintain growth, adjust the structure, and benefit the people's livelihood. It has quickly reversed the trend of the decline of the national economy and achieved overall economic stabilization. The trend of recovery and stabilization has been throughout the year of 2010. The economic recovery has a good stimulating effect on the domestic appliance market, and it has ignited a large-scale growth of the entire industry including black electricity, white electricity and small household appliances. In the traditional four major electricity, namely color TV, refrigerator, washing machine and air conditioner, the year-on-year growth rate of air conditioners has taken the lead and is far ahead, and the performance is exceptionally excellent. According to the calculation data of Zhongyikang: in the whole year of 2010, the retail sales of color TVs, refrigerators and washing machines increased by 5.9%, 11.6% and 14.3%, while the retail sales of air conditioners increased by 23.6 percent. %, the retail sales growth rate of 24. 4%, its retail volume and retail sales reached 36.74 million units and 103.5 billion yuan respectively, worthy of the status of white electricity. (See Figure 1)
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Policy changes bring opportunities for frequency development
The popularity of the home appliance market in 2010 is the result of a combination of factors. In addition to macroeconomic improvement, national policy stimulus, and pre-emptive market demand release, the phenomenon of “internal competition in home appliance enterprises, product upgrade speed†An internal cause is also inseparable. Home appliance companies have fully enjoyed the dividends brought to enterprises by the "product upgrade era." In 2010, there were large-scale high-end upgrades in various categories, such as the popularization of the drums in the washing machine field, the three-door multi-doors in the refrigerator field and the parallel doors, and the non-energy-efficient air conditioners and inverter air conditioners in the air-conditioning field. It is worth mentioning that the products of these two categories alternately, which dominates the market in the first half and the second half of the year. The direct cause of this turning point is the adjustment of the industrial policy of energy saving and benefiting the people.
Two obvious trends in the air-conditioning market in 2009 – high energy efficiency and frequency conversion. At the beginning of 2009, the slogan of “buying frequency conversion and beauty pageant†was resounded through the streets and lanes. The inverter air conditioner that entered the Chinese market for many years was the first time to fully receive the attention of consumers. Subsequently, Haier, Gree and other follow-up power frequency conversion, the proportion of retail sales of frequency conversion in the Chinese market gradually increased. On May 21, 2009, the national “Energy-Saving Products Huimin Project†was introduced, and the policy subsidy for energy-saving air conditioners was 300-850 yuan. The price advantage of energy-saving air conditioners for other air conditioners began to emerge, and the explosive growth of retail volume began. Dominate the air conditioning market. (See Figure 2)
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However, with the introduction of the new energy-saving project, the wind vane of the two roads in the air-conditioning market finally pointed to the same direction - frequency conversion. The new energy-saving project has raised the standard requirements for energy-efficient air conditioners, and the amount of subsidies for Huimin has also shrunk to 150-250 yuan per unit, which indirectly increased the retail price of energy-efficient air-conditioning terminals. Taking the best selling 1.5P in the market as an example, the energy efficiency of 1.5P increased from the lowest of 2,177 yuan to 2,528 yuan in December, an increase of 16.1%, while the average price of the inverter 1. 5P air conditioner was 4 The monthly price of 3202 yuan rose to 3295 yuan in December, an increase of 2.9%. The average price ratio of 1.55 energy-efficient air conditioners and inverter air conditioners also changed from the lowest 60.8% to 76.7% in December. The cost-effective effect of energy-efficient air conditioners gradually weakened and gradually fell into the "frequency conversion replacement interval", and the inverter air conditioners with better product performance began to develop rapidly. (See Figure 3.) The proportion of retail sales has gradually expanded. In October, it broke through the 50% retail volume share, reaching the highest of 50.2%, and began the era of “the world of invertersâ€.
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