The “2011 Refrigerated Annual Air Conditioning White Paper†(hereinafter referred to as the “White Paperâ€) was released at the “2011 China Air Conditioning Industry Development Summit Forum†(the 8th) meeting held by the State Information Center Development and Development Department in conjunction with the China National Grid. Without the promotion of energy-saving and public-benefit policies, under the pressure of increasing overall costs, how air-conditioning companies can cope with the increasingly severe 2012 freezing year has become the main topic of this conference. In the 2011 refrigerated year, with the joint efforts of production companies and distribution channels, it has overcome a series of difficulties, including weakened policy support, diminished policy effects, and rising raw material and labor costs, and launched a large number of New Products that meet consumer needs.
More intense competition
It is reported that after the air-conditioning energy-saving benefits subsidy measure was formally ended in June 2011, the price level of high-efficiency fixed-frequency air-conditioners was greatly affected, although various companies did not suffer from major impacts in order to ensure that market share has been tapped from internal potential due to the cancellation of subsidies. The increase in costs, but ultimately reflected in the price level, the price of energy-efficient air conditioners has risen significantly.
The impact of cost inflation on the domestic air-conditioning industry is very obvious. Raw material costs, labor costs, logistics costs, and sales costs have generally risen. The rise in the cost of compressors caused by the sharp rise in rare earth prices is quickly reflected in the sales terminal.
The growth of the 3rd and 4th markets and the township market's contribution to the overall growth of the industry is a prominent highlight of the 2011 freezing year. According to the data in the White Paper, the sales volume in the third-tier cities increased by 37.50% year-on-year, and the year-on-year growth in the fourth-grade cities reached 70.88%, far higher than the average growth level and the year-on-year growth rate of the first and second-tier cities.
Some industry analysts pointed out that after several years of rapid growth, consumer demand has gradually become saturated in the first and second-tier cities, and companies have focused their efforts on the 34th and 4th markets, making the 3rd and 4th cities and township markets gradually become the domestic air conditioners as a whole. An important market for sales. The consumption levels and consumption structure of the tertiary and tertiary cities and township markets have also been further improved and changed. High energy efficiency and frequency conversion have become the mainstream of consumption in this market.
Lv Shenghua, Editor-in-Chief of the National Grid of China, believes that compared with the expansion of scale, changes in the product structure of the 3rd and 4th tier cities and the township and township markets and the improvement of the consumption level will play a more prominent role in improving the overall air conditioning technology level in the country. The importance of the market is also more pronounced.
Transforming the future
At present, China's economy is undergoing an important phase of shifting from policy stimulus to autonomous growth. The effect of policy support has diminished, and the ability of production enterprises to survive and develop will become more important. As far as the air-conditioning industry and enterprises are concerned, they are faced with the ever-changing and uncertain test of the international and domestic markets.
In the international market, the U.S. economy has entered a recession, the European debt crisis has continued to spread, and a series of unstable conditions such as stagflation in emerging markets have caused air-conditioner exports to face several major traditional advantages. After several years of rapid development in the domestic market, the popularity of products has rapidly increased, and the role of policy promotion has also been declining year by year. These extremely severe macro-environment and actual market changes need to attract sufficient attention from companies.
How to grasp the direction of business development in the complex economic environment changes? Many pressures have forced air-conditioning companies to transform and upgrade to more competitive development models.
Wang Lei, deputy director of the China Household Electrical Appliances Association, pointed out that technology is the core driving force for the future transformation and upgrading of air-conditioning companies' market competition. The focus of future technological innovation of enterprises is on the research and application of new refrigerant technology for air-conditioning, and the layout and compression of inverter air-conditioner industry chain. Control of core technical resources such as machines and motors. Leading companies in the industry have begun to enter this direction of transformation, thereby inspiring a new round of competition in the air-conditioning industry, focusing on key technologies.
In addition, under the unprecedented test of internal and external environment, in the face of increasingly complex market competition, air-conditioning companies should consider how to better face competitors, more actively participate in market competition, guide consumption, and effectively control the competition mechanism of enterprises. , And can take up the corporate social responsibility, thus ensuring the sustained and healthy development of the air-conditioning industry, is also a higher demand and expectations of air-conditioning industry participants.
More intense competition
It is reported that after the air-conditioning energy-saving benefits subsidy measure was formally ended in June 2011, the price level of high-efficiency fixed-frequency air-conditioners was greatly affected, although various companies did not suffer from major impacts in order to ensure that market share has been tapped from internal potential due to the cancellation of subsidies. The increase in costs, but ultimately reflected in the price level, the price of energy-efficient air conditioners has risen significantly.
The impact of cost inflation on the domestic air-conditioning industry is very obvious. Raw material costs, labor costs, logistics costs, and sales costs have generally risen. The rise in the cost of compressors caused by the sharp rise in rare earth prices is quickly reflected in the sales terminal.
The growth of the 3rd and 4th markets and the township market's contribution to the overall growth of the industry is a prominent highlight of the 2011 freezing year. According to the data in the White Paper, the sales volume in the third-tier cities increased by 37.50% year-on-year, and the year-on-year growth in the fourth-grade cities reached 70.88%, far higher than the average growth level and the year-on-year growth rate of the first and second-tier cities.
Some industry analysts pointed out that after several years of rapid growth, consumer demand has gradually become saturated in the first and second-tier cities, and companies have focused their efforts on the 34th and 4th markets, making the 3rd and 4th cities and township markets gradually become the domestic air conditioners as a whole. An important market for sales. The consumption levels and consumption structure of the tertiary and tertiary cities and township markets have also been further improved and changed. High energy efficiency and frequency conversion have become the mainstream of consumption in this market.
Lv Shenghua, Editor-in-Chief of the National Grid of China, believes that compared with the expansion of scale, changes in the product structure of the 3rd and 4th tier cities and the township and township markets and the improvement of the consumption level will play a more prominent role in improving the overall air conditioning technology level in the country. The importance of the market is also more pronounced.
Transforming the future
At present, China's economy is undergoing an important phase of shifting from policy stimulus to autonomous growth. The effect of policy support has diminished, and the ability of production enterprises to survive and develop will become more important. As far as the air-conditioning industry and enterprises are concerned, they are faced with the ever-changing and uncertain test of the international and domestic markets.
In the international market, the U.S. economy has entered a recession, the European debt crisis has continued to spread, and a series of unstable conditions such as stagflation in emerging markets have caused air-conditioner exports to face several major traditional advantages. After several years of rapid development in the domestic market, the popularity of products has rapidly increased, and the role of policy promotion has also been declining year by year. These extremely severe macro-environment and actual market changes need to attract sufficient attention from companies.
How to grasp the direction of business development in the complex economic environment changes? Many pressures have forced air-conditioning companies to transform and upgrade to more competitive development models.
Wang Lei, deputy director of the China Household Electrical Appliances Association, pointed out that technology is the core driving force for the future transformation and upgrading of air-conditioning companies' market competition. The focus of future technological innovation of enterprises is on the research and application of new refrigerant technology for air-conditioning, and the layout and compression of inverter air-conditioner industry chain. Control of core technical resources such as machines and motors. Leading companies in the industry have begun to enter this direction of transformation, thereby inspiring a new round of competition in the air-conditioning industry, focusing on key technologies.
In addition, under the unprecedented test of internal and external environment, in the face of increasingly complex market competition, air-conditioning companies should consider how to better face competitors, more actively participate in market competition, guide consumption, and effectively control the competition mechanism of enterprises. , And can take up the corporate social responsibility, thus ensuring the sustained and healthy development of the air-conditioning industry, is also a higher demand and expectations of air-conditioning industry participants.
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