The market war situation of May 1 has always been one of the wind vane indicators of the air-conditioning industry. It is highly valued by manufacturers and will be equipped with abundant resources to gain market share and boost enthusiasm. According to the forecast of Yikang, a third-party data organization, the overall retail volume of the May 1st air-conditioning market in 2018 (April 2 to May 6) increased by 5.0% year-on-year, and the retail sales increased by 8.8%. The increase was from online and offline. The average amount will decline. The growth rate continues to decline, and the positive factors still exist. Although Zhongyikang data predicts that there will still be room for growth this year, the weather will be extremely affected by the third quarter of 2017, from the first quarter of 2017 to the first quarter of 2018. The growth rate of the air-conditioning market showed a significant downward trend. Some market segments have changed from previous growth to decline. Only the online sector and the third- and fourth-tier markets have maintained a good growth rate. Therefore, since 2018, air-conditioning brands have taken measures to continue to increase investment in e-commerce and pass through the village. , Jingdong help and other channels to sink the township market, in order to make up for the downturn sales. Before the air-conditioning peak season, there were media reports that the current channel inventory will not be less than 40 million sets. In 2018, many new brands are in the industry, and the industry is worried that the edge-ball companies adopt low-price strategies and some products even It is difficult to meet national energy efficiency standards, exacerbate the fierce competition in the peak season market, and even affect the healthy growth of the industry. According to the data analysis of Zhongyikang, although the market is not optimistic, there will still be three positive factors to help promote the situation on May 1 this year. First, residents' consumption is relatively active. According to the National Bureau of Statistics, the retail sales of consumer goods in January-February increased by 9.7% year-on-year, and the growth rate was 0.2 percentage points higher than the same period of the previous year. Second, the spring time in most areas this year is ahead of schedule, and the warming up is faster, which has led to the advancement of air-conditioning sales. China Weather Network news, at the end of March, the impact of cold air in the north is coming to an end. The highest temperature in most parts of the country is around 20 °C, and the area around Huanghuai is approaching 30 °C. Third, the real estate market in China's third- and fourth-tier markets was hot last year. According to the lag time of real estate and air-conditioning sales, it will promote the air-conditioning sales demand in the third- and fourth-tier markets this year. The online platform was launched in advance, and the battle was fully upgraded. Yikang predicted that the online retail sales of May 1 air conditioners increased by 55.6% and 75.1% respectively, while the offline retail sales increased by -6.1% and -2.0%. . In the past, the five powers were dominated by large-scale chain stores and regional stores. With the rapid increase in the proportion of air-conditioners online, the e-commerce platform began to integrate from simple online sales to two-line integration, and with the help of increasingly sophisticated logistics systems and strong manufacturing. Festival ability, start the battle ahead of time. On March 28th, Suning Tesco took the lead in stirring the 2018 e-commerce rivers and lakes, launched the 418 appliance shopping festival, and committed to creating an annual home appliance 3C double eleven carnival. This year, 418, Suning proposed a new concept: new electrical lifeism, hoping to give users a new concept of electrical life, Suning Tesco should change from electrical retailers to quality service providers, through various online and offline Internet consumption scenarios, Provide quality products, quality services, quality of life. Suning Tesco also developed a set of new services for the home appliance 3C consumer market "Basic Law": 30365 + 46 services + double line seven days no reason to return, that is, 30 days return, 365 days replacement, the product range includes everyone And life appliances, and 46 services cover shopping, O2O services, distribution, after-sales, customer service, return, green sharing and other seven links. Suning Tesco proposed that the basic freight rate will not increase for three years. During the 418 period this year, there will be four basic commitments, that is, you will lose, pay later, and send and install free. Prior to this, on March 20th, Jingdong Home Appliances held a 2018 strategic conference, announcing that it will serve the home appliance industry with four strategies of empowerment, service, channel and marketing, and promote the home appliance industry to enter a new era of unbounded retail. For example, all of the branded products sold by Jingdong's self-operated and third-party platforms will be displayed in the sole official flagship store, and multiple online and offline stores of home appliance brands will be fully integrated and integrated to realize products, users, services, Maximize data and sales. In March and April, brands including Gree Air Conditioning, Haier and Oaks Air Conditioning joined Jingdong Super Brand Day. Aux, such as Xiangyue, Zhiyue, and Allure, which are owned by Oaks, fully participate in the promotion. Haier carries its refrigerators, washing machines, air conditioners, TVs, water heaters, kitchen appliances, freezers, dishwashers, etc., among which the refrigerator has a maximum discount of 2,000 yuan, and the ice-washing kit can receive Haier maternal and child air purifiers, 3D smart cinemas, etc. Good gift. Compared with the e-commerce field, the traditional offline agents are cautious about May 1 this year. A major air-conditioning brand agent in Anhui believes that the current channel inventory and the performance of the off-season terminal retail market are low. The price is still smart new products are difficult for consumers to save money, after all, air conditioning is a seasonal product, the temperature is the key factor. A home appliance agent from Shijiazhuang said that in fact, there is not much change in the promotion method of May Day every year. In addition to various traditional holidays, e-commerce festivals, and brand days, the year-round offers are constantly changing. Consumers do not have to concentrate on snapping up air conditioners in May, and the temptation of May Day Golden Week has been greatly reduced. However, overall, the market size of the May 1 air conditioner market will show a slight increase, the product structure will be further improved, and the growth of medium and high-end products will continue, and the proportion of smart air conditioners will continue to expand.
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