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Since?this?year,?affected?by?the?rising?price?of?raw?materials?and?the?improvement?of?energy?efficiency?grade,?the?performance?of?the?air?conditioning?market?has?been?weak,?and?the?overall?performance?has?not?met?expectations.

Dual?drive?causes?market?changes

From?the?perspective?of?the?urban?market,?the?number?of?air-conditioning?households?in?the?first?and?second?tier?cities?has?tended?to?be?saturated,?while?the?number?of?air-conditioning?households?in?the?fourth?and?fifth?tier?cities?is?still?vacant,?and?the?development?potential?of?the?channel?market?is?huge.?At?the?same?time,?the?increment?of?the?air?conditioning?market?mainly?comes?from?the?demand?for?renewal?and?fresh?air.?Although?there?is?still?an?increment?in?the?sinking?market,?the?psychological?pursuit?of?cost?performance?and?good?quality?and?low?price?of?consumers?contradicts?the?high?cost,?resulting?in?the?shortage?of?middle?and?low-end?products?in?the?industry.

In?terms?of?cost,?the?pressure?on?the?short-term?development?of?the?air?conditioning?industry?has?doubled?due?to?the?rising?cost?and?the?improvement?of?energy?efficiency?grade.?Since?April?2020,?the?prices?of?main?raw?materials?of?household?appliances?(copper,?aluminum,?plastics,?etc.)?have?been?rising,?and?since?February?2021,?the?average?prices?of?main?raw?materials?have?increased?year-on-year.?The?increase?in?costs?also?further?encourages?enterprises?to?optimize?their?product?pattern?and?vigorously?develop?high-end?products,?so?as?to?make?up?for?the?loss?caused?by?the?reduction?of?gross?profit.?In?addition,?after?the?implementation?of?the?new?energy?efficiency?standards?for?air?conditioners,?fixed?frequency?and?three-level?energy-efficient?frequency?conversion?products?with?low?energy?efficiency?and?high?power?consumption?have?been?eliminated?from?the?market.

Channel?transformation?and?upgrading

In?terms?of?channels,?driven?by?consumer?behavior,?the?online?and?offline?channels?of?the?air?conditioning?market?have?been?upgraded.?Due?to?the?epidemic?and?other?factors,?people's?outdoor?activities?have?decreased?significantly,?and?many?consumption?focuses?have?shifted?to?online,?which?has?virtually?cultivated?people's?new?consumption?habits.?The?online?war?of?air-conditioning?enterprises?is?full?of?smoke,?and?major?brands?such?as?Gree,?Midea,?Haier,?etc.?have?launched?new?marketing?means?such?as?live?broadcast,?wechat?community?marketing,?online?celebrity?with?goods,?president?sales,?etc.?Offline?channels,?enterprises?no?longer?stick?to?traditional?business?methods,?and?began?to?build?people,?goods,?shopping?experience,?coupled?with?intimate?services?to?enable?consumers?to?quickly?form?brand?preferences.