subject: 09 Years Ending Cold: Air-conditioning Market Structure Has Changed Markedly Effective Blur - [print this page]
2009 cold in cheers, the curtain fell. Continuous high temperature so that the smooth lifting of the burden of heavy inventory of national policies for energy-efficient air-conditioning,
Inverter air conditioner
Homeopathic high. Cold-year industry as a whole in 2008 compared to depression, in 2009, although the overall performance of gratifying the cold, but also have their own pros and cons of brand performance, in or radical, or sound, or a conservative strategy, after the game inventory, we see strong stronger, but weaker pattern of the back water of a stroke.
Line camp
Keep share, front-end control industry technology
For first-line brand, with the largest short-term capital is also the most difficult to second-tier brands exceed the threshold?? Brand awareness, consumer loyalty higher than the external environment, good or bad on
Sell
Relatively small. A brand for every day it rains we go even said with a smile, poor environment and allow the big brand has been deployed. In 2009, cold, Gree, Midea, Haier Big Three outstanding performance, firmly hold the majority share of the air conditioner market. 2009 cold began, the United States and the then Sharu conversion, frequency conversion air conditioner market to lead the heat, and Gree's into, leaving conversion to become a hot piece of cake, inverter air conditioner in the speculation turns gradually to the consumer awareness and acceptance.
As market size of the risk of its stock must always be greater than the second and third tier brands, and sustained high temperature letting the successful first-line brand shipments, clear stock, following conversion, whether competing or energy efficiency, are traveling light.
Second-line camp
Bo size, some people are happy others are sad
Relative to the first-line brand of collective market position of the firm, the performance of second-tier brand camp members are quite different. While sales in general has improved, but different marketing strategies, it can be said that different market ambitions, brought different results. Traditional inverter air conditioner veteran
Hisense
After years of painstaking efforts on the frequency, until finally this year a moment to shine in the hot conversion market, gains quite good. And
Pescod
In 2009, the cold is the most attractive of a dark horse, on energy-efficient air conditioning bet, until the latter part of a strong national policy support, the "energy-efficient low-price" strategy to win the insistence of the market for its rapidly among the upper line camp. In contrast, in previous years
Price war
The blow of Galanz, the year in the freezer slightly conservative, although the price war, on energy efficiency has also been movement, but slightly inferior compared Pescod.
Oaks
Policy due to factory constraints, very flat market performance.
Joint camp
Bitter struggle, cheered by the edge channels
Joint air-conditioning brand
Shenzhen
Watching the market has been made only after the partition of the remaining brands share the point. Cold years in 2009, by the global
Financial
Crisis, in addition to the growth of Mitsubishi, a joint venture brand almost military defeat. LG, Samsung has out of the air conditioner market, Panasonic Air Conditioning is doing nothing, saying with the store staff is dispirited.
2009 cold, the joint venture could show for camp, comes as Whirlpool and Electrolux, the two New Army leveraging channels to produce a successful Sharu market and a fairly good report card. It is understood, Whirlpool selected as China's sole underwriter Suning, Gome, Electrolux also chosen as the starting channel in China, both discretionary channels responsible for its China marketing and after-sales service and so on. The new cooperation model enriched air conditioning market competition, with the two channels even behind the brand, soared.
Industry believes that close cooperation channels and joint venture brands, more timely and accurately predict market requirements and to make delivery to the sale of part of the efficiency is greatly improved, or will become a major market trend.
