For more than a decade, the domestic air-conditioning market has not given the medium- and small-sized brands a suitable environment for survival and development. At least in the past ten years before 2015, few new-born brands have emerged. The big outbreak of the domestic air-conditioning market in 2016 and 2017 has brought a wealth of external opportunities to small and medium-sized brands. Therefore, in 2018, a large number of cutting-edge brands entered the mainstream vision of the air-conditioning industry.
March is the last month of the off-season of this year, and it is also the key time for the start of the peak season. In this month, a large number of small and medium-sized brands held dealer meetings. The channel summits of Shanlu, Shangling, Yuetu, Yingtian, etc., which are owned by Shuanglu, Shangling and Handian, have been carried out in a prosperous way. The collection and the channels are in stock before the peak season. The method that has been used since, but no matter how effective the meeting is, the time for the real test of small and medium-sized brands has not yet arrived.
Livable belt for small and medium-sized brands
The overall demand for the domestic air-conditioning market is large enough. However, the huge market space may not allow the small and medium-sized brands to survive and develop. In recent years, a large number of small and medium-sized brands have shown strong growth momentum, in addition to the market itself. Some important direct reasons.
The high-pricing strategy of leading brands represented by Gree, Midea, Haier, etc. has given the small and medium-sized brands a broad living space, and the large enterprises have released low-end demand areas for the improvement of profits, efficiency and management quality. Small and medium-sized brands have found a living soil in the third- and fourth-tier markets with competitive prices and flexible channel strategies. Especially in the past few years under the pressure of destocking, many companies have adjusted the production and sales model, and the market has been in short supply in a certain period of time, providing abundant resources for the production and sales of small and medium-sized brands.
On the other hand, while the demand in the air-conditioning market is showing high growth, the market conditions of household appliances such as refrigerators, washing machines, color TVs, etc. are not satisfactory, and they have been in a low-lying state, and the ecological environment of these industries is compared with The air-conditioning market is relatively bad and the profitability is low. Many home appliance manufacturers have entered the air-conditioning field, and the channels that were originally ploughed in the ice-washing industry have also concentrated their funds in the air-conditioning market.
In this respect, rich channel resources are a livable belt for small and medium-sized brands. If the market broke out rapidly in the past two years, the products of small and medium-sized brands made up for the shortage of production capacity of mainstream and leading brands. After entering 2018, small and medium-sized brands achieved a rapid shipment volume in a channel-oriented mode. increase.
The release of pressure on its own production capacity by some mainstream air-conditioner manufacturers has also enabled a large number of small and medium-sized brands to quickly realize the mass supply of products, and cut into the market and industry with the light asset model. This is one of the reasons why small and medium-sized brands can spring up like mushrooms. . However, the growth of shipment size does not mean that small and medium-sized brands can solve long-term development problems once and for all. The time to truly test small and medium-sized brands has not yet arrived.
Short-term competitive pressures are concentrated in the peak season
The market is always in a dynamic development process. When the scale of the enterprise grows to a certain extent, the resources faced by the competitors, the products, promotion, channels, after-sales, etc., are different from the past. Through the great development of the past two years, the competitive pressure faced by many small and medium-sized brands this year has also been greatly improved.
As small and medium-sized brands seek greater upside, the competitive strategies and sales methods of leading and mainstream brands are also undergoing changes. On the one hand, big brands have strengthened their own channel depth, and their ability to control the bottom and bottom markets of the 4th and 5th levels has been strengthened. On the other hand, mainstream and leading brands will not have the contradiction of insufficient capacity in the past year. Moreover, while continuing to pursue terminal orientation, diligent and fast sales, it also moderately expanded the pressure on the channel.
It is worth mentioning that in order to expand the coverage of high-end and low-end demand areas, many big brands have increased product types for the low-end market, and some even directly launched brands that compete in the low-end market. From 2018, small and medium-sized brands will not only face competition from similar enterprises, but also compete with many big brands in the market.
More importantly, whether the market in the peak season this year is as high as the past two years is still unknown. After the market demand has been greatly digested, the new demand space is scarce, and the demand for product replacement is mainly concentrated on leading and mainstream brands.
From the perspective of the existing shipment status of the domestic air-conditioning market, the entire industry is still in a high growth trend, but the sales volume and shipments in the retail terminal and engineering machine market are not synchronized with the high growth in the same period. At the end of March, it was around 45 million sets. At this time last year, the contradiction between supply and demand showed that supply was in short supply, but now it is manifested as serious oversupply. Huge inventory will stimulate competition. If there is a cool summer in the peak season, then the further backlog of inventory will be inevitable, not even Eliminate the emergence of extreme, radical price competition means.
Domestic air conditioning market faces shuffling
The entry and exit of brands is a normal phenomenon of industrial development, especially in areas where the air-conditioning industry needs large capital operations and short-term gaming opportunities, and brands enter and exit more frequently. In the past 30 years of development history, it has not been an exaggeration to describe the pattern of air-conditioning brands with corpses.
Compared with the prosperous period of the brand in the past, the existence of a brand in the current pattern is obviously worth exploring. This type of brand is a part of the “edge ball†group, and Panasonic has become the object of the group’s collective imitation. The change of the letter, with a new brand name, played the role of a fish.
A large number of "edge ball" brands do not have their own independent manufacturing plants, research and development systems and brand building programs, and even in the creation of product quality, there are many controversial places, with a very low configuration and close to the cost line prices to the channel The market strategy of some enterprises is obviously a short-term behavior, and it is difficult for consumers' rights to be effectively protected.
With the strengthening of the enforcement of intellectual property laws and regulations and the regulation of market competition order by industrial policies, the survival foundation of the brand of “edge ball†will be shaken. Moreover, the invisible hand of the market itself is regulating the survival of the fittest. In the absence of long-term development of the brand, without a suitable product quality system and technology research and development platform, it is only a matter of time before a large number of brands exit the market.
Of course, there are also some brands that will stand out in this wave of development trends, often spare no effort in product competitiveness, complete planning in brand image enhancement, long-term appeal in technology research and development, channel and business. Brands or companies with well-established models will have a longer-term future.
What's more, in the consumption upgrade and the general trend, the user's awareness of the product is constantly improving, and the demand group itself is switching towards the younger direction, and many small and medium-sized air-conditioning enterprises are just missing in these aspects. (Wen Si)
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