One is the increase in the cost of the industrial chain; the second is the fierce competition in the third and fourth-level market brands; and the third is the high inventory is worrying.
Advantages: The industry is increasingly standard
The increasingly standardized industry has laid the groundwork for opening the third and fourth-tier cities.
On March 1, 2005, the "Energy Efficiency Labeling Management Measures" was formally implemented; on September 1, 2008, two years after Shanghai introduced the first-ever inverter air conditioner energy efficiency standards, China's inverter air conditioner energy efficiency standards were formally implemented; June 1, 2010 , The new standard for fixed-frequency air-conditioning energy efficiency "room air conditioner energy efficiency limit and energy efficiency rating" mandatory national standards formally implemented. It can be said that the implementation of energy efficiency policies and its step-by-step process of improvement have made the entire air-conditioning industry more standardized and standardized in energy efficiency management.
At the same time, the air-conditioning industry's technology is gradually improving. In just a few years, China's air-conditioning industry has completed the transition from the simple stage of the refrigeration or heating industry to the mature stage of the industry marked by multi-functional and high-tech products such as energy-saving, frequency conversion, and mute.
It can be said that both the standardization and standardization of the air-conditioning industry, as well as the constant breakthroughs in technology, have laid a foundation for opening the third and fourth-tier cities.
Disadvantages: Big differences between the primary and secondary markets
The tertiary and tertiary markets differ greatly in terms of their total demand from the primary and secondary markets.
At present, there are still some differences between China's tertiary and tertiary cities and towns, rural markets, and primary and secondary urban markets. First, the total demand for air-conditioning in the third and fourth-tier markets is lower than that in the first- and second-tier cities; secondly, in the third- and fourth-tier markets, information channels in some regions are blocked, resulting in low product awareness and demand; Third, compared with the primary and secondary urban markets, the market channels and products of the tertiary and tertiary markets are relatively single, coupled with factors such as consumer awareness, demand and education, and new channels such as the promotion of e-commerce in rural markets. It is very difficult.
According to the monitoring data of Zhongyikang, by the end of 2011, the retail sales volume of the air-conditioning market in the third and fourth grades was only 19.2%, which was a difference of 4.9 and 5.9 percentage points from that of the washing machines and refrigerators. The gradual withdrawal of home appliances to the countryside, energy-saving benefits, and other policies has also made it more difficult for air-conditioning companies to further open the third and fourth-tier markets.
Opportunity: Become an Expansion Blue Ocean
The tertiary and tertiary markets will become new growth points for the air-conditioning market in the future.
As domestic and secondary air-conditioning markets have become increasingly saturated, various manufacturers have begun to dig channels and started a battle in the third and fourth-tier markets. Compared with other household appliances, air-conditioning products have relatively low coverage in the tertiary and tertiary markets, and national policy guidance has provided favorable conditions for manufacturers to enter the rural market. The development of the tertiary and tertiary markets has become a new growth point in the future air-conditioning market.
At the same time, with the vigorous development of the social economy, people’s material needs are gradually increasing. The monitoring data of Zhongyikang show that in recent years, the retail sales volume in the third and fourth-tier markets has been “high in sesame blossomsâ€, which has increased from 15.3% in the 2010 cold year to 21.8% in January 2012, a total increase of 6.5. Percentage; of which the inverter air conditioner has the fastest growth rate, and the market share of the cold market in 2010 was only 3.2%, while in January 2012 it had reached 11.1%. From this point of view, air-conditioning will become a rural market followed by color TVs, washing machines, and refrigerators will soon be a high-speed popular home appliances, and frequency conversion will become a bright spot in the market.
Risk: New Patterns Still Surviving Variables
The industry shuffled further, while the new pattern contained new variables.
In the future, there will be three major crises in the air-conditioning industry, including an increase in the cost of the industrial chain, fierce brand competition, and high inventory. According to the monitoring data of Zhongyikang, affected by factors such as rising raw material prices and cancellation of energy-saving policies, since the cold year of 2010, the average retail price of major brands has shown a “stepwise upward trendâ€. At the same time, with the basic completion of the popularization of air conditioning in the primary and secondary markets, the slowdown in the growth of the industry has become inevitable. In the past two years, the speed of urbanization in rural areas has accelerated significantly, which has led to the outbreak of demand in the tertiary and tertiary markets. As a result, in the context of the slowdown in growth across the industry, many companies have joined the battle for rural markets as if they had crossed the river.
Through the STOW analysis method, we can conclude that the 3rd and 4th markets will become the main engines for market growth. However, if companies want to win a place in the fierce competition, they must first overcome the following points: First, they must go beyond the misconceptions of the new concept and shift their attention to products with high cost performance and meet the most basic needs of consumers; Choose between price hikes and price cuts; third, reduce inventory, return to rational development; fourth, do a good job of industrial layout and market positioning, use their own advantages, have their own representation of products and technologies; Fifth, improve the industrial chain, enhance Competitive Advantage.
Advantages: The industry is increasingly standard
The increasingly standardized industry has laid the groundwork for opening the third and fourth-tier cities.
On March 1, 2005, the "Energy Efficiency Labeling Management Measures" was formally implemented; on September 1, 2008, two years after Shanghai introduced the first-ever inverter air conditioner energy efficiency standards, China's inverter air conditioner energy efficiency standards were formally implemented; June 1, 2010 , The new standard for fixed-frequency air-conditioning energy efficiency "room air conditioner energy efficiency limit and energy efficiency rating" mandatory national standards formally implemented. It can be said that the implementation of energy efficiency policies and its step-by-step process of improvement have made the entire air-conditioning industry more standardized and standardized in energy efficiency management.
At the same time, the air-conditioning industry's technology is gradually improving. In just a few years, China's air-conditioning industry has completed the transition from the simple stage of the refrigeration or heating industry to the mature stage of the industry marked by multi-functional and high-tech products such as energy-saving, frequency conversion, and mute.
It can be said that both the standardization and standardization of the air-conditioning industry, as well as the constant breakthroughs in technology, have laid a foundation for opening the third and fourth-tier cities.
Disadvantages: Big differences between the primary and secondary markets
The tertiary and tertiary markets differ greatly in terms of their total demand from the primary and secondary markets.
At present, there are still some differences between China's tertiary and tertiary cities and towns, rural markets, and primary and secondary urban markets. First, the total demand for air-conditioning in the third and fourth-tier markets is lower than that in the first- and second-tier cities; secondly, in the third- and fourth-tier markets, information channels in some regions are blocked, resulting in low product awareness and demand; Third, compared with the primary and secondary urban markets, the market channels and products of the tertiary and tertiary markets are relatively single, coupled with factors such as consumer awareness, demand and education, and new channels such as the promotion of e-commerce in rural markets. It is very difficult.
According to the monitoring data of Zhongyikang, by the end of 2011, the retail sales volume of the air-conditioning market in the third and fourth grades was only 19.2%, which was a difference of 4.9 and 5.9 percentage points from that of the washing machines and refrigerators. The gradual withdrawal of home appliances to the countryside, energy-saving benefits, and other policies has also made it more difficult for air-conditioning companies to further open the third and fourth-tier markets.
Opportunity: Become an Expansion Blue Ocean
The tertiary and tertiary markets will become new growth points for the air-conditioning market in the future.
As domestic and secondary air-conditioning markets have become increasingly saturated, various manufacturers have begun to dig channels and started a battle in the third and fourth-tier markets. Compared with other household appliances, air-conditioning products have relatively low coverage in the tertiary and tertiary markets, and national policy guidance has provided favorable conditions for manufacturers to enter the rural market. The development of the tertiary and tertiary markets has become a new growth point in the future air-conditioning market.
At the same time, with the vigorous development of the social economy, people’s material needs are gradually increasing. The monitoring data of Zhongyikang show that in recent years, the retail sales volume in the third and fourth-tier markets has been “high in sesame blossomsâ€, which has increased from 15.3% in the 2010 cold year to 21.8% in January 2012, a total increase of 6.5. Percentage; of which the inverter air conditioner has the fastest growth rate, and the market share of the cold market in 2010 was only 3.2%, while in January 2012 it had reached 11.1%. From this point of view, air-conditioning will become a rural market followed by color TVs, washing machines, and refrigerators will soon be a high-speed popular home appliances, and frequency conversion will become a bright spot in the market.
Risk: New Patterns Still Surviving Variables
The industry shuffled further, while the new pattern contained new variables.
In the future, there will be three major crises in the air-conditioning industry, including an increase in the cost of the industrial chain, fierce brand competition, and high inventory. According to the monitoring data of Zhongyikang, affected by factors such as rising raw material prices and cancellation of energy-saving policies, since the cold year of 2010, the average retail price of major brands has shown a “stepwise upward trendâ€. At the same time, with the basic completion of the popularization of air conditioning in the primary and secondary markets, the slowdown in the growth of the industry has become inevitable. In the past two years, the speed of urbanization in rural areas has accelerated significantly, which has led to the outbreak of demand in the tertiary and tertiary markets. As a result, in the context of the slowdown in growth across the industry, many companies have joined the battle for rural markets as if they had crossed the river.
Through the STOW analysis method, we can conclude that the 3rd and 4th markets will become the main engines for market growth. However, if companies want to win a place in the fierce competition, they must first overcome the following points: First, they must go beyond the misconceptions of the new concept and shift their attention to products with high cost performance and meet the most basic needs of consumers; Choose between price hikes and price cuts; third, reduce inventory, return to rational development; fourth, do a good job of industrial layout and market positioning, use their own advantages, have their own representation of products and technologies; Fifth, improve the industrial chain, enhance Competitive Advantage.
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