Thoughts on the New Pattern of Central Air Conditioning Market Development

The rapid development of the household central air-conditioning market has a considerable prospect affected by the overall economic environment. The sales of central air-conditioners in the public construction market are limited, and manufacturers have shifted their focus to the home improvement retail market. From 2014 to 2016, the central air-conditioning market capacity of the home improvement retail market was 150, 17 and 22 billion yuan respectively. In the first half of 2017, the market capacity has reached 16 billion yuan, and the tone for the annual market capacity to create a record high has been set. Multi-line air conditioners are still the main body of central air-conditioning sales. In the first half of 2017, the sales of multi-line air conditioners accounted for 68.8% of the total, an increase of 0.6% over the entire year of 2016.

The central air-conditioning market is upgraded and the grassroots popularization process is accelerating. According to the performance of the multi-line central air-conditioning market in the first half of the year, East China (50% of sales) is still the main core consumption area, and South China, Central China and North China account for 14% and 12% respectively And 11%. The air-conditioning market tends to become popular, and the sales focus is gradually shifting from first- and second-tier cities to second- and third-tier cities. In the future, the potential market may gradually shift from core cities to grassroots.

The acceptance threshold for household central air conditioners is gradually lowered. The future high-speed development trend is expected to maintain relative to traditional models. Central air conditioners have significantly improved cost performance. Smaller units have begun to consider central air conditioners. The capacity of the regional home improvement retail market shows that the earlier developed East China and South China regions ranked the top two with 47.8% and 14.6% share; Central China, as a rising star, increased its market share from 9.3% at the end of 2016 to 13.4 at the current stage %, ranked third. Considering the follow-up development process, the earlier development market will gradually stabilize and the development of new markets will increase. The central air-conditioning home improvement retail market is expected to maintain rapid development.

Leading manufacturers in the retail market are seeking breakthroughs. The rapid development trend in the future is expected to maintain the industry leader Daikin, which entered the Chinese market in 1993, relying on its long-term advantages in East China and has continued to develop steadily in the past two years. Hitachi quickly seized the market by virtue of its localized marketing model and strong support to distributors. As a representative of domestic brands, Gree and Midea have developed rapidly relying on the advantages of split air conditioners, online stores and wide distribution of channels. Toshiba, which used to focus on the public construction market, will focus on the home improvement field in the short term, and its market performance deserves long-term attention. Major manufacturers no longer have a particularly obvious gap in the technical field. After-sales and channel support will be the key to affecting future market share.