I. Overview of China's air-conditioning market in the first half of 2017
â—The domestic air-conditioning brand has achieved outstanding results
Throughout the air-conditioning market in the first half of 2017, the brand structure of the air-conditioning industry has not changed much compared with last year. Gree still dominates the domestic air-conditioning market with its deep technical precipitation and excellent product quality. Other domestic air-conditioning brands have also shown strong growth momentum. The previous "China-Japan" chambers in the air-conditioning market are now out of the game. The Japanese brands are only supported by Daikin, Mitsubishi Electric, and Matsushita. It is no exaggeration to say that domestically. The brand is very successful in the air-conditioning industry, and the domestic products are self-reliant, which really makes the people proud!
â—Inverter air conditioner has become the consumer's first choice
With the continuous rise of sounds such as “elimination of fixed frequency, variable frequency parity†by major manufacturers in recent years, coupled with the poor performance of fixed frequency air conditioners in terms of energy consumption, noise and comfort, people are more inclined to purchase air conditioners. In order to choose the frequency conversion model, after all, under the promotion of the manufacturer, the price of the inverter air conditioner has not much difference with the same number of fixed-frequency air conditioners, and the performance of the inverter air conditioner in terms of comfort and energy-saving mute is not fixed-frequency air conditioner. Comparable. In this ZDC data, we have indeed seen such a phenomenon. Inverter air conditioners account for nearly 80% of the total, and are more concerned by people.
â— Comfort and health become the new favorite of the market
Compared with previous years, people pay special attention to price and fixed/frequency conversion when purchasing air conditioners. It can be seen in the first half of this year that the price is no longer the dominant factor in determining people's purchase of air conditioners. At the same time, inverter models also occupy the market with overwhelming advantages. Mainstream. With the improvement of material living standards, more and more people are pursuing quality life. In the case of air-conditioning products, it is to choose air conditioners that bring more comfort and health to life.
â—The price of air conditioners has an upward trend
Since 2016, the prices of bulk commodity raw materials have risen sharply. For example, copper, aluminum, iron and other metal materials have increased by a large margin. These are the raw materials necessary for the air-conditioner manufacturing process. The prices of raw materials are rising, and manufacturers are unable to digest themselves. Therefore, the most intuitive manifestation of the cost of the purchase is the increase in the price of air conditioners.
Second, the analysis of China's air-conditioning market structure in the first half of 2017
(I) Proportion of brand attention in China's air-conditioning market in the first half of 2017
â— Gree's unique domestic brand has more than 80% attention
The distribution of brand attention in China's air-conditioning market in the first half of 2017
In the first half of 2017, the proportion of brand awareness in China's air-conditioning market was similar to that of the same period last year. Among the Top10 brands that are most concerned by consumers, the proportion of domestic air conditioners has taken a dominant position. Among them, Gree won the championship with 36.3% attention, and the position of No.1 was difficult to shake. In fact, as an old air conditioner manufacturer, Gree has many advanced technologies independently researched and developed. Among domestic air conditioner manufacturers, both technology precipitation and R&D design capabilities are second to none, and they have an unshakable position in the hearts of consumers. .
Compared with the second place, the difference is 21.3 percentage points, and the proportion of attention is 15.0%. Midea Air Conditioning introduces differentiated products for different user groups and solves the pain points of consumers, which is very popular among everyone. It is worth mentioning that the Gree and the United States alone accounted for more than half of the air-conditioning market's attention ratio! Next, Haier ranked third with 9.7% attention, Haier air-conditioning in the door installation and especially after-sales service. Has always had a good reputation, the third ranking can be said to be deserved.
The highest is followed by 9.1% attention, ranking fourth, showing a strong momentum. What deserves our attention here is that the domestic manufacturers of the second echelon such as Supreme, Hisense, Oaks, TCL are also further devouring the proportion of Japanese companies' brands. The performance of domestic brands in the air-conditioning industry is indeed commendable! In Japanese brands, it appears Dajin, Mitsubishi Electric, Panasonic and other brands, the three have the ability to independently develop and design air-conditioning core compressors, technical strength can not be underestimated.
(II) Distribution of the proportion of brand attention in China's air-conditioning market in the first half of 2017
â— Gree, Midea, Haier are in the forefront of the top three domestic brands followed
Distribution of the proportion of brand attention in China's air-conditioning market in the first half of 2017
In the first half of 2017, the basic pattern of China's air-conditioning market has been fixed: Gree, Midea and Haier are among the top three! In fact, it is not difficult to find out the data of last year. The same is true for the top three. Gree air-conditioner has become the most popular brand by consumers with absolute advantage. Although the number of fluctuations is slight, the first ranking is still stable. The highest degree of attention appeared in April, reaching 42.5%, accounting for nearly half of the market. After all, the summer weather began to heat up in April, and many consumers will buy air conditioners in advance at this time.
From the list, we also see that in addition to the above three other domestic manufacturers follow-up is also very fast, such as the domestic second-tier team of Hisense, Oaks, TCL, Chigo and other brands. At the same time, we also found some niche brands on the list, such as Fei Shi, KIDO, etc. Although the proportion of these brands is small, it can also reflect that domestic manufacturers are actively following up.
The proportion of Japanese air conditioners is not optimistic. The overall ranking is in the middle and lower reaches. The brands on the list are Daikin, Mitsubishi Electric, Mitsubishi Heavy Industries and Matsushita. It is well known that manufacturers such as Panasonic and Mitsubishi Electric have core compressor technology. These brands can produce their own compressors. Although these brands have reliable quality and excellent quality, they are not satisfied with the phenomenon of “acclimatization†in the country. For example, there is no intelligent control function, so their brand attention is limited. In addition, as far as the price of air conditioners is concerned, compared with the domestically-produced models, the average is higher, and everyone is more inclined to choose domestic models with affordable prices, superior quality and more grounded functions.
Third, the structure analysis of China's air-conditioning products in the first half of 2017
(I) Ranking of the top ten products in China's air-conditioning market in the first half of 2017
â—Top10 rankings of attention Gree air conditioners accounted for 8 models
Top 10 products ranked most in China's air-conditioning market in the first half of 2017
In the first half of 2017, China's air-conditioning market ranked the ten most popular products. Among the 10 air-conditioners, Gree actually occupied 8 models! The first place is the Gree Pinyue series 1.5-hook air conditioner, equipped with 1Hz frequency conversion technology, more energy-saving and consumption-reducing, the power in stable operation is as low as 45 watts, and it performs well in similar products. In addition, it also has a double filter to protect the breathing health, and very intimately added a humanized sleep mode to ensure sleep and protect your health.
The air conditioners that are squeezed into the top ten are also KFR-35GW/WPAA3 inverter air conditioners from Daikin FNVQ205AABD central air conditioner and Midea. Central air-conditioning is getting more and more popular among consumers. The 5 central air conditioners on the list are expensive, but they have better comfort and stability, especially for large-sized consumers. . The beauty of this large one-hanging machine, the price of less than 3,000 yuan is quite affordable, there are enough features, strong performance and stylish appearance, but also sought after by many consumers.
Throughout the list, most of its air-conditioning products are inverter models, and their cooling capacity is above 3500W, that is, more than 1.5-fold inverter models, and Daikin 5 central air-conditioning is ranked fourth. It is not difficult to see that the majority of consumers are now paying more attention to the large number of inverter air conditioner products, which is due to the large number of air conditioners and refrigeration, faster temperature control, more balanced temperature control, higher comfort, and better energy consumption and noise performance. More popular with the majority of consumers.
(II) Proportion of product attention in different price segments of China's air-conditioning market in the first half of 2017
â— More than 10,000 yuan high price segment is getting more and more attention
Proportion of product attention in different price segments of China's air-conditioning market in the first half of 2017
For air-conditioning products, the market price segment spans a large range: from products of more than 1,000 yuan to more than 10,000 yuan, and even tens of thousands of central air conditioners. In the first half of 2017, the proportion of products in different price segments of China's air-conditioning market was concerned. As a whole, according to the increase in price, the degree of attention showed a downward trend. Among them, the price range below 2000 yuan is as high as 51.6%, accounting for more than half of the advantages. The air conditioner in this price segment is generally an entry-level product of the domestic brand. It can be used at a low price, and it can attract a lot of consumers' attention. It is not difficult to see that the price of the product is still very large for consumers. influences.
It is not difficult to find that there are two contrarian growths in the table: First, in the price range of 5,000-6,000 yuan, the proportion of attention is as high as 5.2%. The models of this price segment are generally the cabinet products of various brands, and the cooling capacity is large. It is easy to meet the needs of large-sized users, and it is very attractive for some users who are looking for comfort. Second, the price of 9000 yuan or more is concerned with the proportion of 2.7%. Although the data is not high, the ratio is still quite considerable. The model of this price segment is generally the brand's flagship model or central air conditioner. In fact, from the ranking of air-conditioning products, Dajin central air-conditioning ranks fourth in the attention level: central air-conditioning has become more and more popular in recent years, with more comfort, energy-saving and stability, more and more consumers Favor.
(III) Proportion of different types of products in China's air-conditioning market in the first half of 2017
â— Central air conditioning growth momentum is obvious
Proportion of different types of products in China's air-conditioning market in the first half of 2017
Air-conditioning products can be divided into: wall-mounted, vertical cabinet, mobile and central air-conditioning. In the first half of 2017, the proportion of different types of products in China's air-conditioning market was concerned. It can be seen that the most common ones are hang-ups and cabinets, with the proportion of attention being 36.9% and 33.7% respectively, ranking the top two. It is worth noting that the growth momentum of central air-conditioning is quite obvious. Although the proportion of 28.3% of the attention is ranked third, it also shows that it is favored by consumers. Hanging machines, cabinets and central air conditioners will almost all be concerned about the proportion of the air conditioner market. The remaining mobile air conditioners can be said to be very niche products with only 1.1% of attention.
Both wall-mounted and vertical cabinet air conditioners account for more than 70% of the attention, so there is no need to repeat them. After all, hook-up and cabinet are two categories of air conditioners. In recent years, with the continuous improvement of people's living standards, the proportion of attention of household central air conditioners has risen rapidly. Compared with ordinary split air conditioners, it has better comfort and energy saving, good stability and longer service life. Many advantages attract more and more consumers attention. The reason why there is no concern over hooks and cabinets is that central air conditioners are much higher than the first two in terms of installation requirements and purchase costs, and not all households are suitable for installation. Mobile air conditioners and air conditioner fans have similar appearance, but the cooling effect is not as good as ordinary air conditioners, and combined with large volume and high noise, it is difficult to become a mainstream product.
(IV) In the first half of 2017, the proportion of fixed frequency/frequency conversion products in China's air conditioning market is concerned.
â—Inverter model attention has an overwhelming advantage
In the first half of 2017, China's air-conditioning market fixed frequency \ frequency conversion products concerned about the proportion distribution
In the first half of 2017, China's air-conditioning market fixed-frequency \ frequency conversion products concerned about the proportion distribution, it can be seen that the frequency conversion model accounted for 76.1% of the proportion of attention, while the fixed-frequency model only 23.9% of the proportion of attention, the frequency conversion model compared to the fixed Frequency models almost occupy an overwhelming advantage. The proportion of attention paid to inverter air conditioners has been increasing in recent years. In the past, fixed-frequency air conditioners, which dominated by low prices and stability, have shown a state of fatigue.
The reason why this happens is because the performance of the inverter air conditioner in terms of comfort, noise control and energy saving is unmatched by the fixed-frequency model. Coupled with the vigorous promotion of the manufacturers, nowadays inverter air conditioners and The price gap between frequency air conditioners is getting smaller and smaller, and the price is almost the same. Of course, everyone is more inclined to buy inverter air conditioner products.
(V) Proportion of the proportion of different products in China's air-conditioning market in the first half of 2017
â— 3 air conditioners, Wang central air conditioners occupy 1/5 of the proportion of attention
For the purchase of air-conditioning products, the concept of “cooling capacity†is very important. Generally speaking, it is the number of air-conditioning horses that we often say. When purchasing air conditioners, it is necessary to select different numbers of horses according to the size of the room to meet the demand for use, and try to avoid the occurrence of “small horse-drawn carts†or “excess energyâ€. In the first half of 2017, the distribution ratio of different number of products in China's air-conditioning market is shown in the following table:
In the first half of 2017, the proportion of different products in China's air-conditioning market was concerned.
It can be seen that 3 air conditioners have surpassed 1.5 air conditioners, ranking first with 22.4% of the attention. The 3 models are generally cabinet air conditioners, providing cold and warm demand for large rooms, such as living rooms or larger bedrooms. 1.5 models have a 21.2% attention ratio, ranking second, 1.5 models are generally wall-mounted air conditioners, suitable for installation in bedrooms or smaller living rooms; 1 and 2 air conditioners respectively 18.6% And 17.8% of the proportion of attention ranked third and fourth. In addition, it is worth noting that the 5 and 6 models also have a lot of attention, and the two add up to one-fifth of the attention ratio. The models are all central air conditioners, as mentioned above. Central air-conditioning has attracted more and more attention from consumers in recent years. Here, the high attention of central air-conditioning is reflected in the number of horses.
(VI) Proportion distribution of different energy efficiency grade products in China's air-conditioning market in the first half of 2017
â—Primary energy efficiency and tertiary energy efficiency show polarization
The power consumption of air conditioners is also an aspect that everyone is concerned about. The fixed-frequency air-conditioning products are divided into one, two and three energy-efficiency, three types; after the implementation of the new standard in 2013, the inverter air-conditioning products also changed from the original five-level energy efficiency to the third-level energy efficiency. In the first half of 2017, the distribution ratio of different energy efficiency products in China's air-conditioning market is as follows:
In the first half of 2017, the proportion of products in different energy efficiency grades in China's air-conditioning market was concerned.
The first-level energy efficiency and the third-level energy efficiency showed a polarized situation. The third-level energy efficiency won with 42.1% of the attention, and the first-level energy efficiency with a difference of 3.5 percentage points ranked second with 38.6% of the attention. The second-class energy efficiency air conditioner with a proportion of only 19.3% is ranked third.
As we all know, in air-conditioning products, the energy consumption of the first-class energy-efficiency products is low, the energy-efficiency products of the second-level energy-efficiency products are generally energy-consuming, Since the implementation of the new APF energy efficiency rating in 2013, the number of products with three levels of energy efficiency is the highest in the market, and the price is also superior to the first-level energy efficiency products. In addition, consumers are now more and more aware of energy conservation and environmental protection. They also value their power consumption when purchasing air conditioners. Friends who are pursuing energy saving and power saving are more inclined to purchase first-class energy-efficient air conditioners. The intermediate energy-efficient air-conditioning products in the middle are slightly embarrassing, and they have no advantage in energy consumption, price and product quantity, and the proportion of attention is low.
Fourth, the future China air conditioning market trend forecast
(1) Analysis of influencing factors
â— Favorable factors
It is no exaggeration to say that air conditioning can also be regarded as a "watching the world" industry. High temperature weather has a very important impact on air conditioning concerns and sales. Since the beginning of the volts, the recent high temperature is unbearable, and the attention of air conditioners has been greatly improved. It has also played a very good role in promoting the entire air-conditioning industry. In addition, people’s living standards are improving now, and everyone is pursuing quality life. There is also a higher level of demand, such as precise temperature control, air purification, intelligent control and automatic cleaning, etc., which will also stimulate the development of the air-conditioning industry towards comfort, health and intelligence.
â—Adverse factors
The raw materials necessary for air-conditioner production, such as copper, aluminum and plastics, have shown a trend of price growth since last year. In the first half of 2017, the trend continued to rise, which will inevitably affect the price of air-conditioning; air-conditioning “three-point buy seven-pack†After buying it, the installation is also a small project. Now there is still a random charge in the installation process. There is no uniform standard for the pricing of various supporting materials, such as lengthening the copper pipe, etc. In the past, real estate purchases were mainly concentrated in first- and second-tier cities. Nowadays, the purchase restriction has even spread to third- and fourth-tier cities. With the restriction of the purchase restriction policy, the changes in real estate control policies will have a certain impact on the sales of new houses, and the impact on the air-conditioning market cannot be ignored.
(II) Market trend forecast
â—The development of central air conditioning is promising
According to the development trend of the proportion of the air-conditioning market in the first half of the year, in the future, both wall-mounted and vertical cabinet products still occupy the mainstream position in the air-conditioning market. With the improvement of material living standards and the increase of consumption power, the attention of central air-conditioning will continue to rise. Compared with ordinary split-type air conditioners, central air-conditioning has a large advantage in aesthetics, comfort, energy-saving and stability. It is foreseeable that the development prospects of central air conditioners are considerable!
â— Comfort and health become the new favorite of air conditioning
In the future consumption upgrade, people generally pursue quality life. As far as air conditioning is concerned, they are no longer satisfied with the basic application of only heating and cooling. Everyone hopes that air conditioners can be more comfortable, healthier and smarter. These are the most concerned air conditioners in the first half of the year. Ten air-conditioning items can be seen: frequency conversion, large number of horses, intelligent control, air purification, etc. In addition, the rise of domestic air conditioners, products are more grounded, in line with the needs of the people, each brand has gradually formed its own unique technology, such as 1Hz frequency conversion, dual-mode frequency conversion precision temperature control, self-cleaning, ultra-quiet, sterilization purification, intelligent control, etc. . It is foreseeable that comfort and health will become the development trend of air conditioners in the future!
Research method description
1. Method of attention research
This report is mainly based on the “China Internet User Attention Analysis System†independently developed by ZDC. The system continuously tracks the online activities of the Zhongguancun online website and other cooperative websites nested in the Zhongguancun online website product library 24 hours a day, and classifies the netizens from different IPs, and comprehensively clicks on PC related manufacturers and brands. , statistics on the attention of netizens to PC.
Attention: or the proportion of interest, is the percentage of the number of clicks of a certain type of information in the same kind of information. The high degree of attention indicates that the information is more valued by consumers, and attention can be used as a strong data support for analyzing historical situation and predicting future development.
2. Market size research methods
ZDC fully utilizes the advantages of Zhongguancun Online's own product library, as well as good resources in manufacturers, channels, and industries. It obtains first-line information and second-hand research materials through direct and indirect investigations, and ZDC market analysts conduct relevant data information. Evaluate, analyze, and ultimately obtain a publishable ZDC study report.
·Direct information channel
Zhongguancun Online has 85 sub-stations in the country, and investigators are stationed at various sub-stations. Professional analysts and investigators maintain direct and close relationships with local manufacturers, distributors, and users, and regularly track and track local markets to obtain first-hand data and information.
·Indirect information channels
Zhongguancun Online, based in China's ICT industry, has maintained close ties with relevant industry associations during its more than 10 years of establishment, and has been able to obtain a large number of industry and market dynamic data and information from industry associations on a regular basis.
Zhongguancun Online, which is at the forefront of China's science and technology professional website, has established good cooperative relations with many upstream manufacturers, manufacturers and distributors. Vendors and distributors will also inform Zhongguancun Online from time to time.
ZDC also obtains data and information from third parties, understands the status and development trends of the entire Chinese ICT market, and tracks information and materials related to key technologies or vendors in product technology, market and competition strategies, sales and services. Second-hand survey data and sources are: news reports, industry media, corporate annual reports, Internet/Web sites, and other materials that are beneficial to this report.
Appendix I Legal Declaration
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The relevant market forecasts in this report are mainly ZDC analysts' survey of user attention and the combination of qualitative and quantitative research, online and offline research, and the use of multiple research methods to strictly control the collected data. Detailed manual screening to ensure its reliability and validity, and finally through the professional statistical analysis platform for data cleanup and analysis, to find out the correlation between data, make corresponding judgments and speculation.
The research data released in this report uses the sample research method, and the data results are affected by the sample. Due to the limitations of research methods and samples, the scope of investigation data collection is limited, and some data cannot fully reflect the real market situation. This report is only available to customers who purchase reports as market reference materials. The company does not assume any legal responsibility for the accuracy, analysis and prediction results of the reports.
The copyright of all content contained in this report (including but not limited to text, data, layout, pictures, icons, charts, forms, research models, ideas) belongs to the company and is protected by the copyright of the laws of the People's Republic of China and relevant international intellectual property rights. . For the reproduction, editing (meaning collection, combination and recombination) of all content in this report, the company has exclusive rights and the exclusive right is protected by law. Any other use of the above content of this report, including modification, posting, forwarding, republication, trading, etc., will be strictly prohibited. The company reserves the right to investigate the criminal and civil liability of the infringer.
This report and any of its components may not be reproduced, copied, copied, traded, or used for any commercial purpose that is not permitted by the company. If the genuine report user uses the report content provided by ZDC for business, profit, advertising, etc., it is required to obtain a special authorization from ZDC in writing, and indicate the source of "Internet Consumption Research Center ZDC".
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Appendix 2 Contact Information
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