Production and sales decline in speculative air-conditioning brands or increased to more than 50

The data obtained by China National Grid from the industry online shows that in January 2012, Gree, Midea, and Haier’s Big Three accounted for 79.72% of domestic sales of domestic air-conditioners, but at the same time, the domestic sales of the Big Three also declined. Among them, the US declined year-on-year. It reached 30%, Gree and Haier were 7% and 8% respectively.

Relatively speaking, the US’s decline rate of 30% is even more terrible. Although an insider of the United States expressed to the China National Grid the “thin die camel than the Martha” view, the data intuitively reflects the shrinking reality of the current air-conditioning industry. .

A person from a household electrical appliance company in Jiangsu told the National Grid of China that the slump in the domestic sales of the Big Three, especially the decline of the United States, was 30%, and the most telling factor is that they are currently cutting production. The person further analyzed that energy-saving air-conditioning subsidy policy on the eve of the end of June 2011, in order to seize the tail of financial subsidies, air-conditioning companies have a short-term release of capacity, but after the end of the policy, radical production capacity leap forward eventually led to factories and channels With the backlog of double inventory, it is now facing a sluggish industrial environment. Production cuts are the most likely to happen to giants.

An insider of an accessory company in Changzhou, Jiangsu also confirmed this situation to China National Grid. The source revealed to reporters that his company is a supplier of “two devices” (evaporator, condenser) products for air conditioning in Wuhu. There are millions of orders every year. At the beginning of this year, the conventional order quantity of the other company was gone.

Production cuts have become an industry-wide behavior. Industry online data also shows that companies are cutting production in order to clear inventory. In January, air-conditioning production dropped by 45.36%. Although companies are cutting production, the industry's continued negative growth has not changed.

Even so, the downturn of the air-conditioning industry does not affect the market competition pattern. According to a person from the above-mentioned household electrical appliance company in Jiangsu, the total market share of the top three air-conditioners in the air-conditioning industry will not be reduced this year, and the giants will further grab the share of other companies. The source also believes that the result of many years of brand competition has led to more than 20 air-conditioner brands that survived the industry in 2011. However, after the subsidy policy was abolished, everyone's costs were on the same starting line, so a new brand would continue to enter the air-conditioning market. He judged that In 2012, there will be more than 50 air-conditioning brands on the market.

In fact, there may be more than 50 air-conditioning brands that can find a market reason. The air-conditioning energy-saving subsidy policy has been stopped, but the new air-conditioning consumption has stimulated the New Deal to be loud, and the current policy calls for the introduction of the policy has failed. However, the industry generally believes that the introduction of the New Deal is only a matter of time. In addition, the former white electricity industry has a customary saying that “ice washing does not divide the family”, and from the current product strategy of home appliance companies, it has reached the stage of “ice washing” without separation, and does not rule out that there will still be refrigerator companies, Or ice washing companies continue to air conditioners.

However, Ogilvy White Consulting analyst He Jinming told China National Grid that if the investment in ice washing production lines is compared with the air conditioning production line, the air conditioning production line is relatively high in terms of funds and technical requirements. The technical difficulties like refrigerators are only Foaming technology, but air conditioning involves many core technologies such as compressors, equipment requirements are high, and the complexity of the production line process is also high.

Worryingly, I am afraid that in the future more than 50 brands in the air-conditioning industry will appear short-term companies that make quick money, and then like some companies emerging from the countryside to the countryside, they will be eliminated after being eliminated in the market competition. The market left many "sequelae".