The air-conditioning industry has turned to the "new trend" and started the peak season sales model again!

Information Times (Reporter

Yuan Chan) Entering May, the air-conditioning market has once again started the peak season sales mode. The reporter's investigation found that in order to activate the market and adapt to people's pursuit of health in the post-epidemic era, air-conditioning companies have focused on environmental protection and health brands. Among the new products, environmentally friendly and healthy air conditioners have become the mainstream.

On May 19, Panasonic Air Conditioning held the 2021 Panasonic Healthy Air Conditioning New Product Appreciation Conference in Guangzhou. Hatano Nobuyuki, general manager of Guangzhou Panasonic Air Conditioner Co., Ltd., introduced the product policy and philosophy of Panasonic air conditioners at the meeting and made plans for future development, striving to bring consumers a new experience of high-quality and healthy air. He said that after the epidemic, consumers have paid more and more attention to air health. High-quality air conditioners with fresh air functions, air purification functions, and self-cleaning functions have become the focus of consumers' attention. Based on the current needs of consumers and the current status of the industry, Panasonic air conditioners will continue to create high-looking, high-quality healthy air conditioning products for consumers now and in the future, and create a healthy and high-quality air environment for users.

It is understood that at this appreciation conference, Panasonic released new products such as the flagship wall-mounted H1 series and the high-end cabinet J1 series. Among them, in terms of function, the high-concentration nanoe X purification function of H1 can release up to 20 times more purification ions than previous Panasonic air conditioners. It can remove odors, kill bacteria and viruses, inhibit mold, It has more powerful effects on allergens and decomposing PM2.5 harmful substances. The J1 series of high-end cabinets, which will be launched in July, are equipped with a fresh air system for the first time. The air exchange efficiency is industry-leading. The fresh air level can reach 130 cubic meters per hour. The fresh air filter purification energy efficiency can reach 6.0, which is much higher than the national level. Standard, capable of ventilating the whole house within one hour.

In addition to Panasonic, Gree, Hisense, Haier and other companies have deployed fresh air air conditioners. The reporter found that each brand has its own slogan for promoting the brand of fresh air air conditioners. Gree's Fresh Air series air conditioners are rare two-way fresh air air conditioners in the industry. They add an independent air outlet and are 6 times more efficient than one-way flow. Hisense emphasizes in the promotion of fresh air air conditioners that "it takes 3 minutes to turn on"

"A house full of fresh air", and the key points of promotion are that it is silent, air-conditioning and fresh air can be turned on independently; Haier fresh air air conditioner can monitor indoor air quality in real time, automatically turn on the fresh air function, and ensure that it will not be affected by the incoming fresh air. Causes excessive cooling or overheating of indoor air.

Aowei Cloud Network monitoring data shows that the current retail sales of offline new-style products have exceeded 5, and the retail sales of online new-style products will soon exceed 1. With the launch of a large number of new fresh air products from enterprises, the future development of fresh air products has become a key factor in the change of the entire air conditioning industry pattern.

Industry experts said that this year, fresh air air conditioners, which focus on health and environmental protection, will become a new trend in the industry. Under the blow of the "new wind", the air conditioning industry will enter an upward channel, with both volume and price rising. situation.

Affected by the epidemic in 2020, the sales of the home appliance industry declined as a whole. In the first quarter, online and offline sales of air conditioners were bleak, almost pressing the pause button. It is also the most affected category among traditional large appliances. It wasn't until May this year that the air-conditioning market started its peak season sales mode again. So can the peak season of air conditioning consumption in 2021 be expected? A reporter's investigation found that in order to activate the market and adapt to people's pursuit of health in the post-epidemic era, air conditioning companies have focused on environmental protection and health brands. Among the new products, environmental protection and healthy air conditioners have become the mainstream. . Industry experts said that this year, fresh air air conditioners, which focus on health and environmental protection, will become a new trend in the industry. Under the blow of the "new wind", the air conditioning industry will enter an upward channel, with both volume and price rising.

The reporter's interview found that as the domestic epidemic prevention and control continues to improve steadily, the air-conditioning market has taken the lead in showing a "healthy" turnaround, and sales continue to pick up. Aowei Cloud's monitoring data for the first quarter of 2021 also shows that the retail sales of air conditioners in the online market in March were 2.547 million units and 7.52 billion yuan respectively, a year-on-year increase of 80.4 and 122.7.

Looking at the entire first quarter, the sales of air conditioners monitored online reached 12.4 billion yuan, a year-on-year increase of 80.5, of which high-end air conditioners accounted for 5.7, a year-on-year increase of 0.6. The penetration rates of key technologies such as frequency conversion, energy saving, and intelligence were 95.6, 61.1, and 91.1, with year-on-year increases of 19.4, 5.2, and 31.4 respectively.

Aowei Cloud predicts that in 2021, air conditioner sales are expected to reach 195.3 billion yuan, a year-on-year increase of 26.4. Starting from the second quarter, air-conditioning products will usher in the peak sales season. At the same time, the "6.18" mid-year sales season is also expected to boost sales of air-conditioning products.

Affected by the rising prices of upstream raw materials, the price of air conditioners has shown an overall upward trend this year. "Last year, there were air conditioners for less than 2,000 yuan. This year, the cheapest air conditioners are all over 2,000 yuan. And with the arrival of the peak season and the continuous launch of new products, there is still room for price increase." Air conditioners at Dazhong Beijing Zhongta Store The sales staff told reporters that the current price of air-conditioning copper pipes has not been adjusted back, and the price of the whole machine cannot be reduced. In addition, the new energy efficiency grade standard for air conditioners implemented by the country in the second half of last year has accelerated the departure of old energy-efficiency product "fixed frequency" air conditioners. At present, fixed-frequency air conditioners are rarely seen in offline physical stores. All those on the shelves are new energy-efficiency variable-frequency air conditioners. The production cost of new energy-efficiency air conditioners is high, and the price is naturally higher than that of old energy-efficiency machines.

The reporter’s investigation found that in order to seize a larger market share and retain more consumers, some powerful leading brands have reduced product price increases through promotional activities and other methods to stimulate consumer purchases. enthusiasm. For example, Gree launched the "Spring Thunder Action" in March, claiming to share costs evenly through centralized procurement and scale advantages, temporarily not adjusting prices, and announced a 10-year free warranty for household air conditioners. Haier air conditioners have also begun to use the "free repair guarantee" brand in high-end products. Its Yujia series of home central air conditioners have shown a service commitment of "365 days of replacement without repair and 10-year repair guarantee." During the popularization campaign of self-cleaning air conditioners in March, Changhong promised to replace compressors and internal and external fan motors for ten years.

In addition to successively launching promotional activities, in order to meet the health needs of consumers in the post-epidemic era, among the new products launched by mainstream brands such as Gree, Haier, and Hisense this year, healthy and environmentally friendly fresh air conditioners have become the protagonists. Lu Jianguo, deputy chief engineer of the China Household Electrical Appliances Research Institute, said that the charm of fresh air air conditioners is that it can introduce outdoor negative oxygen ions into the room through purification, increasing the oxygen content and freshness of the indoor air. Without opening windows, fresh air air conditioners can provide fresh air indoors and ensure indoor air circulation and oxygen content in the air.

The reporter found that when it comes to promoting fresh air air conditioners, each brand has its own slogan. Gree's Fresh Air series air conditioners are rare two-way fresh air air conditioners in the industry. They add an independent air outlet and are 6 times more efficient than one-way flow. Hisense emphasizes in the promotion of fresh air air conditioners that "it takes 3 minutes to turn on"

"Every house is full of fresh air", and the fresh air air conditioner has been added with a "virus removal" function that can remove H1N1 influenza A virus, EV71 hand, foot and mouth virus and other viruses, and the silent, air conditioner and fresh air can be turned on independently as a Publicity focus: Haier fresh air air conditioners can monitor indoor air quality in real time, automatically turn on the fresh air function, and ensure that the indoor air will not be overcooled or overheated due to the fresh air incoming; Midea has also launched the Wind Talker II and Comfort Star II series. The new product "Fresh Air without Wind Feeling" takes into account the appearance design that fits traditional culture; TCL's Fresh Air Air Conditioner highlights the selling points of soft wind, purification and other functions.

Aowei Cloud Network monitoring data shows that the current retail sales of offline new-style products have exceeded 5, and the retail sales of online new-style products will soon exceed 1. With the launch of a large number of new fresh air products from enterprises, the future development of fresh air products has become a key factor in the change of the entire air conditioning industry pattern.