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In the past 10 years, it has been a decade of changing economic conditions in China. Since 2008, the downward pressure on China's economy has been the main theme of economics discussion. However, almost every year, we can see some new changes in all walks of life. Whether it is the Internet or the real economy, there will always be the ability to grasp these changes. The companies standing in the era of the times stand up and constantly refresh our Cognition, creating new myths. As the air-conditioning industry is entering the next turning point, the common understanding in the industry is that it is no longer possible to hand over a brilliant transcript. But what we are more concerned about is when the inflection point will appear and where it will go. Is it just a new round of reshuffles, or a new growth requirement for companies in the industry's stable period, which requires new subversion. What is certain is that under the new inflection point of the air-conditioning industry, it is difficult to have a fortune of “time to lose, machine to come again”. However, if you can seek change in the contrarian, turn adversity into good times, and seize this opportunity to quickly build a new moat, it will be the Sputnik moment that breaks the current solidification pattern.
Technological innovation creates high-end vents
At the close of the 2019 cold year, several major data companies in China gave a pessimistic answer with a high degree of uniformity. Avi Cloud's newly announced retail market June monitoring data shows that in the first half of this year, both retail volume and sales suffered from Waterloo, and the overall industry's decline was over 15%. The industry's authoritative media "air-conditioning sales" magazine initially predicted that the overall decline in the industry in 2019 is likely to be above 8%. Sales of some second- and third-line brands have even fallen by more than 25%.
However, in the context of the overall decline in industry performance, the pattern of the head camp is still solid, Gree, Midea and Haier are still leading the overall share and brand influence, while at the same time in technological innovation, high-end product units and groups. The strategic planning still shows a forward-looking and dominant force that goes beyond the industry level. From a brand perspective, Gree, Midea, and Haier's three major home appliances groups have maintained a stable level of recognition and reputation in the air-conditioning sector. The sales in the first- and second-tier markets are stable, while in the low-tier cities, the giants relying on traditional channels have started. They have maintained a considerable degree of voice, especially as the consumption upgrade trend gradually sinks into low-tier cities, and the impact of big brands on small and medium-sized brands in this year remains undiminished. On the other hand, the current layout of the second and third-tier echelons is affected by factors such as industry decline and performance warning. How much imagination this part of the brand can give us is indeed an unknown number. Therefore, from a comprehensive perspective, the future probability of the air-conditioning market pattern will maintain the trend of the top three leaders and hegemony. Whoever changes more closely with the trend of the times, whoever is likely to take the lead in breaking through the track, is among the best.
It is true that the 2019 industry is bleak, but we still need to note that under the big tone of the industry's overall sales decline, the high-end product market has added a bright color to the overall downturn of the air-conditioning industry, the sales of the industry's three major brands of high-end products. The proportion has increased to varying degrees. At the end of June, the National Information Center announced the domestic self-cleaning air-conditioning brand sales list in May. Haier, Gree and Midea ranked TOP3, and the three major brands accounted for more than 70% of the total. The market maintained a high concentration.
After the traffic dividend, high-end and diversification may be the new engine of growth. In fact, we believe that whether Haier intelligent self-cleaning air conditioner or Casa Di has achieved remarkable results in the high-end market, it is the product of enterprise innovation and industry change after the growth of technology level. From investment-intensive growth to technological innovation growth, this is a global consensus in the discussion of China's economic transformation and upgrading. The Chinese government has also done a lot of work for this, including the formulation of the "Made in China 2025" plan. In the overall perception of Haier Group, there is always such introspection - "there are no successful enterprises, only the enterprises of the times. All enterprises can not say that they are successful, the so-called success is just embarking on the beat of the times." .
The era of air ecology has arrived, air conditioning is by no means an orphan
If you choose the moment of the 2019 cold year air-conditioning industry, it will undoubtedly be the official release of the healthy air ecology this year. This highly disruptive model completely frees air-conditioning products from the identity of “orphans” and becomes a new species that can be interconnected with technology suppliers, product partners and users. Haier Air Conditioning relies on a successful transition from a single product to a complete set, taking off in terms of ideas, models, products and actual sales.
In May of this year, as the world's leading brand of healthy air ecology, Haier Air Conditioning United Nations Inspection Group and China Weather Network established the world's first healthy air ecology alliance. In the same period, it has access to more than 500 eco-partners to provide users with a full-space, full-dimension, and full-event air eco-solution by displaying air, processing air, connecting air equipment, and creating indoor air. As a particularly important part of Haier's smart home, Haier Air Conditioning has upgraded from the “Air Ecology 1.0” platform stage to the “Air Ecology 2.0” ecological stage, and built the air operation logic to display air, connect air, process air and create air. The open platform integrates the air and environmental partners at home and abroad, providing the global audience with the ultimate air experience of the whole scene.
The competition between different eras, different species and different models has almost the same result: companies with high-dimensional business models crush low-dimensional companies, and the ending is fierce. There are many such cases, no longer detailed, but we can be sure that the healthy air ecology created by Haier Air Conditioning is the ultra-high dimensional model currently associated with the air-conditioning industry. Its understanding of ecology and interaction is completely ahead of the industry, and the product line based on intelligent self-cleaning air conditioners has maintained a comprehensive technical guidance. It is worth mentioning that the focus on the scene mode allows Haier air conditioners to realize the bedroom. The healthy air solution in different scenes, such as the living room and the car, can also bring a very good on-the-spot consumption experience for Haier air conditioners when facing the consumer terminal.
Global layout, big vision has great gains
At the beginning of 2019, news of a world air-conditioning wall quickly exploded in the industry. The United States, Russia and other countries and regions have found large-scale use of Haier air conditioning. Subsequently, Pakistan, Laos, Thailand and other places have also exposed the news that Haier “air-conditioning wall” serves local schools, hotels and complexes. On the one hand, we are amazed at the current export strength of China's air-conditioning brands. On the other hand, we also lament the high visibility of Haier's overseas brand creation.
One point that needs to be squarely is that, to the current position, the vast majority of domestic air-conditioner brand exports still remain at the stage of OEM OEM, and the low-dimensional overseas brand strategy has made Chinese air-conditioning brands not occupy a place in the competition in overseas markets. However, after the early 2018 Haier air-conditioning overseas high-end creation, the technical strength of China's air-conditioning brand has gradually been recognized by overseas markets. Haier air-conditioning has also become a business card for high-end manufacturing in China, which is well known all over the world.
Numerous firsts are sketching the current ambition of Haier's air-conditioning global layout. Based on the healthy air ecology, overseas is fully capable of looking forward to the world's leading brand of air-conditioning, even if the current high-growth, high-optimistic market is leaving us, the air-conditioning industry still It does not descend to the bottom of the L-shaped, but the wider field of vision and higher pattern are enough to make Haier air-conditioner confident in both the brand and the channel, because everyone is essentially not running on the same track, the industry is In the pain of transformation, we seek new hopes, and Haier enters the high-speed rising channel early and realizes self-transcendence.
From the perspective of industry development, Haier's air conditioning strategy and model are opening up a new ecological species. Even if the current environment and situation make people feel frustrated, the emergence of new species gives the market a great possibility in the future. The potential energy and upward pull caused by this possibility will surely be the indispensable elements for the future of the air-conditioning industry. Now Haier has a number of match points, such as smart manufacturing, self-cleaning high-end products, and healthy air ecology. Maybe we will soon see a completely different air conditioning industry.
Jiangsu Jincheng Air Conditioning Engineering Co., Ltd. focuses on:
Industrial air conditioners, chemical fiber industrial air conditioners, chemical fiber industry refrigeration, textile industry air conditioners, clean room refrigeration, ventilation ducts, cooling towers, refrigeration machines and other air conditioning units and accessories.
