Price war can open a new chapter of home central air conditioning

Price war can open a new chapter of home central air conditioning
Not to mention the magical start of 2020, the past 2019 was a year of intense turbulence in China's air-conditioning industry. According to relevant statistical reports, the domestic sales of air conditioners in the cold year of 2019 was 60.56 million sets, a year-on-year decrease of 7.59%; sales were down by 9.95% year-on-year. On the one hand, the most widespread price war in the history of air conditioning, the e-commerce in 2019 The second half of the year is in full swing; on the other hand, the coldness of the real estate market, and the insufficient release of demand in the third and fourth tier markets, coupled with the entry of many cross-border new players into the air conditioning circuit, led to a double drop in volume and price in the domestic air conditioning market in 2019 status.

It is foreseeable that in 2020, the supply and demand imbalance in the home air-conditioning market will be more severe, and the price war will continue. The muddled "price war" has made enterprises work harder on brands, technology development, product development, and channel systems. At the same time Many companies have begun to penetrate the home central air-conditioning market from home air-conditioning.

This is a trend and inevitable

On the one hand, companies hope to expand the incremental channels by entering the home central air-conditioning market, which can help companies get rid of the difficulties of the current price war; on the other hand, from the overall market, the domestic central air-conditioning market is not as mature as foreign developments. , Especially in the field of household central air conditioning, the penetration rate is far less than that of household split products, but with the vigorous popularization of household central air conditioning products and knowledge in recent two years, more and more consumers have Certainly understand that compared with the bullets of household air conditioners, the domestic central air conditioning industry still has a good space.

In addition, in the pursuit of the concise trend of real estate architectural styles, many housing companies advocate the only external machine with a grille, and the product solution of more than one home central air conditioner solves the pain point that most new houses have only one external machine. ; Followed by the continuous improvement of the housing structure, the current provinces and cities across the country continue to promote the adjustment of the real estate industry structure, and encourage the residential under construction to actively implement "fine decoration", the proportion of hardcover houses on the market continues to rise. Household central air-conditioning has become the standard on some high-end residences. Central air-conditioning is even installed in the construction process as a selling point of real estate. For the improvement of housing users, central air-conditioning can be said to be a symbol of modern quality life.

In addition, many air-conditioning companies launched many economical and civilian products for different consumers when they moved to the home central air-conditioning market. Nowadays, not only large-scale houses or villas can choose central air conditioning, but basic small units can also be installed with home central air conditioning, which expands the audience of central air conditioning.

Consumption upgrade and shift of consumer group preference

Under the general trend of consumption upgrade, household central air-conditioning products are becoming more and more alternative to household products. Compared with household split air-conditioning, household central air-conditioning can improve the living environment, including more concealed installation, only one The outdoor unit and other designs are more concise and beautiful to meet the needs of the high-end market. Taking Hitachi central air conditioning as an example, Hitachi's ultra-thin indoor model has a body of only 192mm, which allows more adjustability and decoration during installation The style is more suitable, saving the installation space of the air conditioner hook and cabinet.

In addition, compared with traditional household air conditioners, the comfort of central air conditioners has also increased significantly. The indoor temperature is more uniform and maintains a constant temperature. In addition to cooling and heating, central air conditioners can also be equipped with fresh air systems to intelligently purify indoor air. Make the human body feel more natural and comfortable; and traditional home wall-hanging machines and cabinets are prone to airflow dead ends, the indoor temperature difference is obvious, and it is easy to get air-conditioning diseases.

Not only that, as manufacturers rely on strong technological strength and technological innovation capabilities to continue product iterations and functional upgrades, for example, Hitachi Central Air Conditioner recently launched a full-cycle purification solution to address people ’s concerns and concerns about indoor air pollution. Purification products, bacteria cleaning services, purification module upgrades, home central air conditioning will inevitably create a clean and ideal ecological home environment for users.

From the perspective of consumer groups, the main domestic consumer groups are mainly post-80s and 90s. This part of young consumers has a more distinct and self-identified personality. They have their own preferences and selection models for air conditioning. While pursuing high-end, they also have Pay more attention to comfort. At the same time, with the rapid development of the economic level in recent years, people's definition of home has gradually changed from "good living" to "good living", paying more attention to product functions and quality. The desire for an eco-home environment is getting stronger.

I believe that with the impact of consumption upgrades and real estate policies, home central air conditioning is bound to fully enter the thousands of Chinese households. Work and life are inseparable from the demand for air conditioning, and home central air conditioning with more advantages Will become the mainstream of the future development of the air-conditioning market, and continue to change people's lifestyles.

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