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As 2022 draws to a close, "stall speed" may not be an overstatement to describe this year's air conditioning market. In recent years, the increment of China's air conditioning market gradually approached the ceiling. From the perspective of industry data, Midea and Gree are the first camp in the air conditioning industry, but a large number of second - and third-tier new brands have entered the market, making the competition increasingly diversified.
It is worth noting that since the second half of 2022, foreign brands including Daikin and Philips have invested heavily in the construction of domestic production and research bases, which has added a few variables to the industry structure next year. Meanwhile, the battle for the route of 2023 air conditioning market has also begun to surface.
Homogeneous "inner volume"
In recent years, the three traditional enterprises in China's air conditioning industry have taken the main share, and the market competition has entered the homogenized "inner volume". At the same time, the weak consumer demand and the downward market operation have accelerated the "uncertainty" of the air conditioning industry.
A reporter from Beijing Business Daily visited Suning and other home appliance stores and found that most air conditioners were advertised as smart and comfortable. However, a closer look at the features reveals that most of the smart models are pretty much the same, and even the wind blows out of a single model, with many variations, but ultimately no fundamental change in the consumer experience.
"The air conditioning market has been compromised in the fierce market competition, and some bad business values have also appeared. If the ecology of an industry is destroyed, in the final analysis, the interests of consumers will be affected." An air conditioner practitioner told the Beijing Business Daily.
Air conditioning market is a fully competitive market, there are exit, there are new entrants. Since the second half of 2022, air conditioning enterprises have made frequent moves in the construction of production and research bases. In September, Daikin (China) Investment Co., Ltd. invested 1.75 billion yuan in the construction of Daikin Air Conditioning South China Base project in Huizhou; By the end of December, TCL Air Conditioning Wuhan Intelligent Manufacturing Industrial Park was fully put into operation, with an annual capacity of 6 million sets. On December 20, Philips air conditioning production and research base settled in Chuzhou, Anhui Province and was officially put into operation. With a total investment of 10 billion yuan, the project will be implemented in three phases, mainly for the research and development and production of Philips household air conditioners, large commercial air conditioners, compressors, motors and other supporting products. The annual output of the first phase project is expected to reach 5 million sets after it is put into operation.
Hong Shibin, an industry observer, believes that how to find the breakthrough of differentiation in homogenization and find the driving force of definite growth in uncertainty presents opportunities and challenges for newly emerging brand enterprises.
Philips Brand Business Director Jeroen Koster said at the launch ceremony of Philips Air conditioning Production and Research base, "For Philips, entering the air conditioning market is an important strategic step. We will further strengthen the Philips brand and make the air conditioning category successful in the Chinese market."
The trend toward health
With the advent of the post-epidemic era, the future market trend of air conditioning with the trend of health has become clear. According to GFK's public data, the sales volume of fresh air conditioners in the first three quarters of 2022 increased by 83% year-on-year, and the corresponding sales volume increased by 57.9% year-on-year. In 2023, this segment of the domestic air conditioning market is expected to grow by 54 percent and 41.7 percent, respectively.
Hong Shibin told Beijing Business Daily that the products represented by fresh air conditioning will certainly have greater incremental dividends in the future, and similar to new refrigerant, intelligence, health purification and so on. However, if the air conditioning market wants more stories and more imaginative space, it must carry out comprehensive innovation in the product side, channel side and service side, so as to achieve "scale of the leader and differentiation of the surfer".
The choice of healthy, fresh air conditioning circuit, has become a lot of air conditioning brands into the market. Chen Shaolin, vice president of TCL Industry and general manager of TCL Air Conditioning Division, told Beijing Business Daily that in the past three years, TCL Air conditioning has led the air conditioning industry into the era of healthy air management, firmly choosing "smart health" as its brand positioning, and promoting product innovation with technological innovation.
Hu Wenfeng, president of Philips Air conditioning, stressed that only the health needs of consumers can be satisfied. Health air conditioning is a good air conditioning first, and then health air conditioning.
According to the data of the National Bureau of Statistics, by the end of 2020, the number of air conditioners owned by 100 households in China reached 117.7. Under the background of the high number of air conditioners, the air conditioner market entered the high level in the era of stock. The domestic air conditioning market lacks the opportunity of large-scale growth, and the replacement demand becomes the main force. However, how to stimulate and seize this part of consumption power in the atmosphere of consumption tightening is a common problem faced by manufacturers.
Quality upgrade
"To learn day by day, for the Taoist day." This sentence is crucial to the route selection of today's air conditioning market.
In the cold year of 2022, the domestic air conditioning market is also faced with a choice of route: to cater to the tide of consumption, forced by the cost pressure, constantly fall into the vicious cycle of price reduction - cost reduction - quality reduction, or adhere to the long-termism, innovation of health technology, the establishment of a benign ecology, to provide consumers with healthier and better quality air conditioning products.
China Association for Quality recently released the user satisfaction evaluation results of the air conditioning industry in 2022, showing that the user satisfaction of the air conditioning industry in 2022 reached 83 points (full score: 100), maintaining a high level. China Association for Quality believes that in recent years, the user demand of air conditioning has changed from the basic demand of refrigeration and heating effect to the experience demand of low carbon, intelligence, health, comfort and personality. Air conditioning enterprises should seize the opportunity of consumption upgrading, accelerate technological innovation and increase quality supply.
Huang Hui, chairman of Philips Air Conditioning, said, "After the production and research base of Philips air conditioning is put into operation, we will strictly control the research and development, production, sales and service of each link. Especially in the aspect of product quality, we will operate through the whole process, high standard and strict requirements of the quality control system, transform the century-old health concept of Philips into more reliable, higher quality air conditioning products for the majority of users.
Relevant analysis believes that the air conditioning industry after decades of development, consumer demand for products is no longer simply stay in refrigeration, heating, quiet, power saving and other basic functions, health function has become an important factor to consider when choosing products. Although consumers may only use air conditioners for a few months each year, the total use cycle of the products is often ten years or more, so the quality of the products determines whether consumers will buy a brand of products.
"China's air conditioning industry should use innovative technologies and upgrade products to meet market demand. For example, fresh air conditioning, windless technology, air washing technology, sleep air conditioning, bactericidal health technology, etc., are currently popular among consumers of new technology and new products. Healthy quality is becoming the new consumer trend." China Home Appliances Association secretary General Wang Lei said.
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