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A storm seems to be coming, and the domestic air-conditioning market after the new year will never be calm. Before the peak season, each air-conditioning manufacturing company wants to get rich channels to pay for more agent customers, and Jianshun Road Relationship and make your own products full of terminals as soon as possible, the popular model of the peak season will become the collective behavior of air-conditioned enterprises before May.
From the January this year, the market can be seen, although there has been a significant year-on-year growth in the domestic air-conditioning market in the past year, but the situation in the early stage of 2022 is not satisfactory. The air-conditioning industry that has stepped into the storage of the storage competition has entered a fierce killing phase after walking out of the mud in 2021.
Small and medium-sized brands facing channels
Therefore, there are already some companies that are planning a more offense price system; just, is it effective in the current market pattern? Of course, for the evaluation of the effect, the enterprise takes a radical price reduction initiative What is the purpose of achieving it.
Many small and medium-sized prices pointed to seek survival spaces and consolidate the development basis. The general manager of an air-conditioning manufacturing enterprise in Anhui tells the author: "We must maintain a proactive attitude, not in the price, it will definitely not work, we don't move, the peers will definitely move, now it is to grab the resource to grab the market. when."
In fact, the competitive means of small and medium-sized air-conditioning enterprises can be very limited, and the price is exactly the most direct way. Moreover, compared to large air conditioners and home appliance companies, whether they are in every aspect of brand image, channel system or product technology, marketing team, etc. .
However, the price war is as needed to achieve the effect of the effect of the expected external environment and the evolution of the dynamic competition. From the fundamentals of the domestic air-conditioning market, the entire market does not have the conditions for sustained high growth, the main direction of demand is the update of the product, and the newly growing user group, and the consumers who have purchased again have higher requirements for products. Requirements for prices. Although there is no consumer that is not docked with a penny, in the consumer demand in the upgrade phase, the effect of price means is not obvious, and another reason for forming this result is that the product of the small and medium-sized manufacturing enterprise is lacking demand. .
Of course, SMEs pick up the core direction of the price weapon is not entirely the end retail, especially before the peak season, the biggest demand point for the initiative to pull low price segment is to promote the shipping of the factory, with low price, high -brore-sustainable space attractive channels Business money payment and delivery. For many small and medium-sized businesses that consistently pursue channel-oriented patterns, the price war has a very realistic positive meaning.
Large enterprises drive growth mode transformation
Large air conditioners and home appliance companies include lead brands will use price weapons? This is a problem that all air-conditioned companies are not a matter of concern. One thing is certain, whether the ecological environment of an industry relies on the competitive strategy of leading brands, if the air-conditioning enterprises represented by Gree and Midea, if the large-scale, the price war will inevitably bring direct impact.
From the information you have learned from the author, the possibility of leading the brand is fully ignited in the short term is not particularly high. On the one hand, large enterprises have been very stable in the channel, which has already achieved full channel coverage. In another aspect, the large-scale market size foundation of large-scale brands is also firm, and the increase in price means The amount is limited.
Moreover, under the pressure of the capital market, large air-conditioning enterprises are almost exploring the development path of high-quality growth mode, driving the upgrade of product sales structure, which will increase the better functional products, higher-end brands, etc. Higher. In terms of domestic air-conditioning markets in intelligent, home integration, health, the promoters are almost all large manufacturing companies and brands.
However, market development is a dynamic process. The long-term demands and short-term goals of enterprises will differentiate at different stages. If the demand of the domestic market does not reach the basic scale requirements of large enterprises, it is not necessarily not One choice; if the dominant brand uses the radical price means, the entire industry will face systemic risks, and some small brands will be a big probability event.
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