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Brand of second line of competition of dimensions of regression of air conditioning brand will bear pressure

October 12, 2008

Sales volume of home of 2008 refrigerant year appears 10% negative growth of the left and right sides, industrial inventory adds channel inventory to exceed 15 million. Face all these, almost everybody is a bit depress and be at a loss. But the 2009 refrigerant year of lively begin still greet fetch extremely busy season of National Day golden week, people was forgotten it seems that old cold year of left shadow. The expert points out, air conditioning manufacturer attracts dealer purely no longer make a money ahead of schedule, high concentration spends the air conditioning course of study below to return to the essence that white report dimensions competes increasingly. White report itself is different from the product such as color television, it is compared finally those who go all out is cost, air conditioning is not exceptional also, this also is the expression of mature market.

　　 Old brand advantage dash forward show

The monitoring data of national information center shows, brand of air conditioning of 2008 refrigerant year is washed out 18 again, remain 34 only. Among them: Have quite competition ability (the brand that sale owns 1%) of rate prep above reduces 18 by 25; 2008 refrigerant before 3 brand has year of seniority rate the sum is as high as 50.28% .

This one result and each home appliance appear on the market the half annual report that the company publishs is having the place that happen to have the same view. When the course of study of air conditioning of 2008 refrigerant year that glides for domestic sales volume in people clutchs wrist to heave a sigh, sea Er, beautiful, division force handed over beautiful gain etc for industry however. Growth of beautiful profit of electric equipment net is achieved 34% , growth of profit of net of Qingdao sea Er is achieved 65% , profit of net of division power electric equipment grows more than 100% .

3 person mentioned diversity to manage mainly when analytic profit is formed, the principal port of the investment of new product new technology and industrial catenary be well versed in. Jiang Feng of secretary-general of association of Chinese home appliance expresses to the reporter for this, old brand of report has formed Chinese home stronger fighting risk ability. Jiang Feng was mentioned mainly ” old brand ” concept, this also accumulate containing ” dimensions ” meaning. Li Jixiang of assistant president of company of research of market of Beijing Zhong Yikang times is accepting ” Chinese electron signs up for ” the reporter interviews Shi Zeming to express truly: “Color television industry is technical guiding model industry, and the industry of white home appliance that is a delegate with air conditioning is cost guiding model industry. ” dimensions is having very immediate effect undoubtedly to cost of booth thin air conditioning.

Cai Ying of section chief of department of market of national information center is being accepted ” Chinese electron signs up for ” when the reporter is interviewed, think, air conditioning brand is centered so, because the brand of seniority front row was adopted,be expand produce can, rise to be tasted newly put in the method such as frequency and amount, magnified further brand advantage. Expand among them produce can action is more apparent, according to the statistic of net of China business affairs, the crop of force of pattern of 2008 refrigerant year achieved 17 million, beautiful crop achieved 15 million.

　　 Can effect upgrades aggravate dimensions competes

Can see, return at present active in the market air conditioning brand is not had be absent have on dimensions assure, at the same time they also are enlarging their dimensions to the utmost. Most clear case is, aokesi leaves again and again since 2008 border break ground, build a plant in and other places of Tianjin, Sichuan early or late, newest the plan that disclose is, to 2011, ao Kesi will own 6 part in home area of large industry garden, air conditioning is produced can increase to 10 million above.

The conformity of sea letter and division dragon makes its produced sales volume to have increase, 2008 refrigerant year crop achieved 3 million; Mark is high state exit is inside the industry for a time row first place, this also enlarged its dimensions crop undoubtedly. In the country sale in domestic market measures less Ge Lanshi air conditioning, also be to depend on giant exit to finish its drive cost to spread out by dimensions thin, navy of Lv of vise general manager of company of sale of case orchid be an official expresses to the reporter, new refrigerant export target locks up year of air conditioning to be in 4 million surely.

Cheng Fei of general manager of department of career of air conditioning of Su Ning electric equipment calculated such brushstroke Zhang for the reporter: “Enterprise of an air conditioning if sales volume of a year can have 1 million, its time passes very comfortably. You think, if average unit price is 2000 yuan / stage, 1 million sale is 2 billion yuan. ” why is this namely below the circumstance with so adverse industry, the company that has certain dimensions returns so can active consideration.

Cheng Fei thinks, the brand pattern of market of air conditioning of China of 2009 refrigerant year won’t have big change, but taller and taller big environment is spent to fall in concentration, the competition between air conditioning brand will more and more reflect in cost go up than going all out, this also is a kind of expression that returns to essence of white cable competition. His viewpoint and Li Jixiang be exactly the same.

He is analysed further, one, second line brand and 3, photograph of 4 lines brand is compared, can have definite brand advantage, may bring about price advantage. Depend on brand beauty beautifully for instance praise spend the product that can make its same to compare 3, the product price tower above of 4 lines brand is controlled 1000 yuan, but between brand of a gleam of and second line brand, this kind of advantage is not clear. At present brand height is centered, after market severe test, the brand that remain has certain market public praise, the possibility that wants to rely on a brand to pull open the price is very little, so mainstream brand wants to score more gain, can rely on larger and larger scale to spread out only thin cost. Cheng Feijiang moves this kind of trend will more and more apparent.

2009 refrigerant year another internal cause that reflects a situation of competition of this kind of dimensions is, calm fast can of effect standard upgrade. Well-known, efficient product fails to gain ground tardy, a main reason is cost too tall. But of GB upgrade can press manufacturer accepts high cost, on one hand GB made what production and marketing of high-energy effect product measures increase, spread out thereby thin cost, help price of product of small high-energy effect; The result that brings each air conditioning the brand on the other hand is, the brand with large scale will hold larger dominant position.

The personage inside course of study thinks generally, new cold the price war unavoidable of year of air conditioning domain, what this is as high as 30% from National Day golden week is tremendous fall had seen symptom of a trend, the strength returning a dot that increases pair of agency from manufacturer of each air conditioning at the same time also but peek one spot. Price war will be the direct expression of initial stage of competition of air conditioning dimensions.

Cai Ying says: “2009 refrigerant year of premise that exists in more not certain factor below, before 2008 refrigerant year 20 brands can face existent choice again. ” prop up without dimensions 2, the pressure that 3 lines brand faces will grow day and day.

　 Frequency conversion won’t change integral structure

The brisk performance of mainstream brand is concerned besides the good management outstanding achievement with oneself besides, still be held in both hands to concern by market heat gradually with product of frequency conversion air conditioning. “Frequency conversion ” had become open of air conditioning manufacturer new cold year ” a brick picked up to knock on the door and thrown away when it has served its purpose-a stepping-stone to success ” . Of the beauty that is on the hedge to frequency conversion air conditioning all along, division force, demonstrated the determination of frequency conversion in succession. Beautiful with one action rolls out the product of frequency conversion air conditioning of 5 old series, should rescript structure of market of frequency conversion air conditioning; Division force criterion banner brightly is hit ” expert of dc frequency conversion ” catchword. And occupy territory of frequency conversion air conditioning all the time ” the old ” positional sea believes air conditioning, it is to borrow machine advocate more oneself are in the technical actual strength of domain of frequency conversion air conditioning.

A matter that frequency conversion air conditioning is pursued to hold in both hands by manufacturer is, country of frequency conversion air conditioning can effect standard was carried out formally on September 1, frequency conversion air conditioning had his capacity eventually, decide at the same time fast can effect upgrades allow frequency conversion air conditioning and calm between fast air conditioning cost gap also no longer so great disparity. Same, new cold the competition of domain of year of frequency conversion air conditioning also can rely on dimensions, had expressed beautifully to want to help the price of air conditioning of low frequency conversion, total sales volume of frequency conversion air conditioning will amount to 1 million.

The personage inside course of study’s unanimous point of view is, new cold the market will greet year of frequency conversion air conditioning quickness to the limit of one’s capacity period. Cheng Fei expresses, the sales volume of air conditioning of the frequency conversion between gold cycle had shown National Day to rise apparently, the scale that sells portion to occupy integral air conditioning arrives by original 7% promotion 10% . Cheng Fei says: “Do not look down upon this growth of 3% , was to grow 40% almost to itself of frequency conversion air conditioning! Was to grow 40% almost to itself of frequency conversion air conditioning!!

Frequency conversion air conditioning can bring a few changes to market of Chinese air conditioning really, it makes bandit of benefit of foreign capital brand shallow. As we have learned, day stands, big gold the product that waits for sale of day endowment brand is frequency conversion air conditioning entirely, below the pine, electric machinery of 3 water chestnut waiting for day endowment brand also is frequency conversion air conditioning takes the main aspect likewise, so, once market of air conditioning of Chinese frequency conversion is obtained,grow considerably, so these the sales volume of day endowment brand also is met for certain ” when the river rises the boat goes up too ” .

Cheng Fei also admits, the prosperity of market of frequency conversion air conditioning has the market that balances brand of a few air conditioning rate, because of,foreign capital brand also is met this benefit. But this one change won’t change structure of brand of integral air conditioning, after all the quantity of foreign capital is very few also, calculate foreign capital to have the promotion of 30% , their quantity also has ten only increase. The sea believes Shi Yongchang of division dragon vice-president to emphasize more: “Frequency conversion is not foreign capital opportunity. ” he expresses, air conditioning from calm fast the opportunity that upgrades to frequency conversion is already mature, the sea believes division dragon to popularize what devote oneself to frequency conversion air conditioning in the round. Foreign capital brand needs the price great war that vigilant China brand is about to start really.

In addition, returning what should notice is, decide fast air conditioning can the effect GB influence to frequency conversion degree, if 2 class are next year the following can effect product still can be sold in the market, so the speed of to the limit of one’s capacity of market of frequency conversion air conditioning will not achieve expectant result. And, although at present each old homebred brand promotes frequency conversion air conditioning sales volume, but the sales volume of frequency conversion air conditioning also far under air conditioning total sales volume, promote considerably also won’t be opposite integral pattern is influential.

Nevertheless, a brand that the attention needs here is loose below, be in new cold year of open during, its emphasized be in not only below the pine the advantage of domain of frequency conversion technology, state the produce and sale in Chinese market was measured 2009 at the same time should achieve 3.5 million, this one word will increase the dominant position that the dimensions below the pine competes undoubtedly, the brand that manages second line personally will bear pressure. (Chen Qingchun)

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Written by ITTech · Filed Under IT Magazine 


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