Since the air-conditioning price war started in November, the smoke of gunpowder has not dispersed, and the new air-conditioning energy efficiency standard will be implemented next year, which is a difficult climb for small and medium-sized air-conditioning brands, and then how to compete positively with first-line brands is not a small test.
How to balance the inventory of new standard products and old standard products is a challenge to the wisdom of first-line air conditioning brands.
2、 Third tier brands need to climb the technical slope
Insiders told Beiqing daily that if second tier brands want their products to generally meet the new energy efficiency standards, they really need to step up a new technical threshold. This is closely related to its usual R & D level, technical reserve and manufacturing capacity. These second – and third tier brands face the technical climbing difficulty of the new energy efficiency threshold. Especially on the eve of June 18 this year, Gree reported the fraud of oaks energy efficiency in its real name, which also completely uncovered the shortcomings of the second and third tier air conditioning brands in energy efficiency.
On the other hand, the new energy efficiency standard will directly lead to an increase in the cost of air conditioning. According to industry forecasts, this range is about four or five hundred yuan. After the overall air-conditioning price has reached a new height, the advantages previously obtained by secondary and tertiary energy-efficient air-conditioners relying on the price difference with first-line brands will be greatly weakened.
For first-line air conditioning brands, technology is not the biggest problem. After the implementation of the new standard, Gree, Midea, Haier and other products that meet the new standard will be listed. However, this does not mean that these first-line brands can easily open a new battlefield. What strategy to use in the market to balance the inventory of new standard products and old standards will be another smart contest for them.
The new energy efficiency standard is bound to lead to an increase in the cost of air conditioning, and the price of air conditioning terminals will rise accordingly. But does this mean that the price war of air conditioning will end?
Consumers certainly want high-quality and low-cost products, but an economic concept that can not be ignored is that when the price focus of a product is higher, its consumer group will be less sensitive to price. In other words, with the general upward shift of the price focus of air conditioning brought about by the new energy efficiency standards, consumers’ sensitivity to the price war of air conditioning may be reduced, and the consumption stimulation ability brought about by the price reduction of several hundred yuan may be weakened.
In this regard, Chu Yongbing, vice president of Gome retail, when analyzing the future air conditioning market pattern, stressed that when studying and judging the air conditioning market after the implementation of the new energy efficiency standards, we should analyze the comprehensive effect. He believes that the implementation of the new energy efficiency standards may give birth to a “new normal” outside the price war in the air conditioning industry.
Air conditioning consumer groups are obviously stratified
Chu Yongbing introduced that in fact, from the “double 11” promotion, it can be found that there is an obvious stratification phenomenon in the air conditioning consumer group. Gree and Midea are the main forces of the price war. During the “double 11” period, they are indeed the biggest winners in terms of sales. However, with the consumer behavior, the price war between Gree and Midea has also formed a drainage for their non promotional products. Overall, the sales volume of the two giants doubled year-on-year; However, for second tier brands, although they also cut prices, their share is still declining, and sales still flow to head brands.
He mentioned that it is noteworthy that one brand Casati did not participate in the price war, but its sales volume reached 4.7 times that of the same period last year, much higher than that of other brands.
In terms of sales unit price, Casati air conditioner has reached 7000 yuan. “The unit price is obviously higher, but it can maintain the highest sales growth!” Chu Yongbing said that Casati’s unexpected victory in the “double 11” is actually the prelude to the new pattern of the air conditioning market. “The market has formed a circle of demanding product quality and low price sensitivity. With the upgrading of consumption, the scale of this consumer group will become larger and larger.”
Word of mouth marketing or replace price war
Industry cycle is expected to end
The real quality reputation may become the “new normal” of the air conditioning market. What kind of label is attached to each brand in the eyes of consumers is very important. Taking Gree as an example, over the years, it has successfully operated the label of “mastering core technology” and Dong Mingzhu’s own influence, which has become its external image; Midea is regarded by consumers as a typical “Marketing School”, and this image label is also an important factor that has been trying to build its own high terminal brand for many years, but it has not been successful. Haier air conditioner is too low-key compared with Gree and Midea. In recent years, it has impressed consumers most in the promotion of “intelligence”, or it will become its image label. As a high terminal brand of Haier, Casati is an alternative in the air conditioning market. There is no price war or overwhelming advertising offensive, but it has always maintained a trend of rapid development.
Chu Yongbing introduced that this is because the word-of-mouth effect of Casati in the field of high-end household appliances has been formed. “Before, Casati refrigerators and washing machines occupied the absolute advantage of the market. The market phenomenon in the past two years shows that more and more Casati ice washing users began to purchase Casati air conditioners after they had a satisfactory use experience, which has become an important source of their sales.” He believes that this word-of-mouth effect is the most short board that should be supplemented by the domestic air conditioning industry at present, and will eventually replace the irrational price war and become the mainstream of marketing. “The new energy efficiency will not only end the vicious price war, but also end the industry cycle of low quality and low price. From this perspective, the biggest change brought by the new energy efficiency standard to the air conditioning industry should be here,” he said.
Air conditioning energy efficiency standard to be improved
The new energy efficiency standard of household air conditioning, which has attracted much attention from the industry, has solicited many rounds of opinions within the industry. According to the participating enterprises, the new standard, fully known as the standard of energy efficiency limit value and energy efficiency grade of room air conditioner, is expected to be implemented from July 2020, just at the peak season of air conditioning sales next year. Although the specific content of the standard has not been disclosed yet, according to the information disclosed in the previous consultation process, the revised new standard will significantly improve the existing air conditioning energy efficiency standards and accelerate the elimination of the production and sales of low energy efficiency products. Previously, China has published the functional efficiency limits and energy efficiency grades of unit air conditioners (GB 19576-2019), a standard for large air conditioning units, which will be implemented from May 2020, in which the current air conditioning energy efficiency standard has been greatly improved.