In the first quarter of 2017, the household central air-conditioning market continued its growth in 2016 under the pressure of frequent real estate regulation and rising raw materials. Aowei Cloud Network (AVC) and "HVAC Information" jointly released the "First Quarter 2017 Research Report of China's Household Central Air Conditioning Market". The report shows that in the first quarter, household central air conditioners achieved a growth of 37.8%, and sales reached nearly 6 billion yuan, exceeding market expectations.
1. The first quarter ushered in a “open doorâ€, an increase of 37.8% year-on-year.
In the first quarter of 2017, the household central air-conditioning market achieved a growth of 37.8%, exceeding market expectations. Mainly due to the good start of the macro economy, laying the foundation for the incremental demand of the air-conditioning market, coupled with the increase in sales during the Spring Festival, stimulated the user's purchase demand. In addition, in order to cope with the upcoming sales peak, some enterprises have a strong delivery policy for channel providers, so that channel dealers have certain stocks, which has driven the high growth of the household central air-conditioning market.
In short, the growth of the household central air-conditioning market in the first quarter of 2017 continued the fiery heat in 2016, and achieved such high growth in the case of the overall performance of the home appliance industry in the first quarter, and the performance was remarkable.
2. Multi-line share breaks through 70%, firmly occupying a dominant position
In recent years, the growth of the multi-line market has become the norm. The first quarter is no exception. In the household central air-conditioning market, compared with the unit machine and the household water machine, the multi-line connection has the largest scale and the fastest growth rate, and continues to occupy the dominant position in the market.
In terms of market share, the number of online connections exceeded 70% for the first time, and the growth rate exceeded 44%. The growth trend is like a broken bamboo. The reason is not only because of its own beauty, comfort, easy installation, but also benefit from the energy and resources of the domestic brands such as Midea and Haier in the multi-line market. In addition, the upgrading of consumer attitudes has also actively promoted the development of multi-line in the domestic market.
In short, with the continuous improvement of multi-connection technology, the continuous development of various brands, the continuous warming of the real estate market, and the continued upgrading of consumer concepts, it will continue to promote the rapid growth of the multi-line market.
3. East China ranks first, with the fastest growth rate in South China and Central China
The East China region still dominates the domestic central air-conditioning market, with a market share of 42.4% in the first quarter, far higher than other regions. The growth of South China and Central China was the most obvious, with the share increased by 8% and 4% respectively compared with 2016.
The prosperity of the real estate market in East China and South China, the large market capacity and strong consumer acceptance are all key points for the growth of the household air-conditioning market. Among them, the East China region is a key market for home improvement, especially in cities with better economic development environment such as Shanghai, Hangzhou and Nanjing. The market has gradually matured and will continue to grow in the future. The Central China region is a market with a relatively fast growth rate in the past two years, and the proportion is also gradually increasing. From the real estate market situation in the first quarter, the sales area of ​​commercial housing in the Central China region is the fastest, indicating that the prosperity of the real estate market has become a central household. The air conditioning market has achieved a solid foundation for growth. The southwest and northwest regions are vast and the market is relatively scattered, mainly concentrated in some central cities. In general, the market is still not mature. The future central air-conditioning market still has a broad space for development, along with the “Western Development†and “ The “One Belt, One Road†policy support, market performance is also worth looking forward to.
4, the brand camp stronger, stronger, domestically dominated, followed by Japan and South Korea
In the first quarter of 2017, the brand pattern of the household central air-conditioning market did not change much, and the stronger was stronger. Gree, Daikin, and Midea are still in the first echelon, with a scale of more than 1 billion yuan, accounting for 63% of the total; Haier, Toshiba, Mitsubishi Electric, Hitachi second camp, the overall proportion of 22.9%; Mitsubishi Heavy Industries, Fujitsu , Hisense, Mitsubishi Heavy Industries Haier, Oaks, Chigo, the overall proportion of 8.5%; York, TCL, Samsung, Panasonic, LG, Carrier, Trane, McQuay, EK, the overall proportion of 3.1%.
Regarding the different departments, the domestically produced system accounted for 50.8% of the total, which was dominant. The Japanese and Korean departments followed closely, accounting for 46.1%, and the European and American departments were 3.2%. Of course, this kind of differentiation and the technology of the three major departments The route has a lot to do with it.
Throughout the entire household central air-conditioning market, Gree, Midea, and Daikin were far ahead in the first quarter, with a share of more than 63% and a high degree of brand concentration. In terms of sub-categories, Japanese and Korean brands have obvious advantages in the multi-line market, Daijin ranks first, with a share close to 30%; domestic brands dominate the unit market, and the share of Gree and Midea is close to 80%. The market is already the world of Gree and beauty.
Overall, the household central air-conditioning market in the first quarter of 2017 achieved a more-than-expected growth, and multiple connections were firmly in the dominant position, and growth has become the norm. For enterprises, the more online people have the world, the air-conditioning companies have further invested more in the multi-line field, the industry giants have launched new multi-line products in the past two years, a number of non-first-line brands such as Oaks and Chigo began. Focus on the promotion of variable frequency multi-connection, with the addition of many brands, the market environment will become more and more fierce, and the continuous upgrading of the consumption structure will prompt consumers to put forward higher requirements for products and services. Therefore, enterprises need to pay more attention to quality and constantly improve their own technology in order to be swept away in the market torrent.
In the next few months, the pressure on the central air-conditioning market will not be underestimated. The real estate regulation and control started in March will coexist with the advantages and disadvantages of the central air-conditioning market. The downturn in real estate transactions in first- and second-tier cities will inevitably affect the sales of central air-conditioning, but in the long run, the healthy development of the real estate market will provide the high-cost central air-conditioning market. A stable basis for demand. In addition to the real estate market, the pressure from rising raw material prices has made it difficult for companies to digest, especially for some small and medium-sized enterprises. The original product advantage is not in place, which may further accelerate the industry reshuffle. In addition, high-inventory home split air conditioners may cause price wars, so some users may choose high-end split air conditioners with higher cost performance. In short, under heavy pressure, the growth rate of the household central air-conditioning market will slow down.
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