subject: Where Is The New Model After A Big Scale? [print this page] Half water, half flame, is not saying the differentiation of the current air condition market, but the differentiation of 2012 annual market expectation from all the air condition enterprises. In the meanwhile, it is the portrayal of the situation in which industrial enterprises and circulation enterprises, and it is also a microcosm of the development situation of air-conditioning products in entire household appliances industry. The industry hit the peak record of shipping scale by a 30% increase in 2011. Under such a high-pitched growth situation, a vast majority of companies in shipments harvested a wide growth; this excitement of the industry is difficult to cool down in a short time. Moreover, there are many household electrical appliance enterprises enter to the air conditioning industry.
Accompany with the excellent market performance is the target pressure for the coming year, but the market evaluation system of Chinese enterprises will pass the pressure to the downstream within the industry chain and distribution channels will become the confined point of this pressure. Therefore, regardless of which company, are trying to expand their distribution network. The wide the network and the greater the pressure sharing area is, the smaller the risk to achieve the goal will be.
With the gradual implementation of various air conditioning companies to expand their selling channels, the domestic market in 2012 will show an interesting phenomenon which was universal" selling air-conditioning. The new entrants will rely on original product channels to penetrate into the air conditioning market, and the original competitors will continue to expand their distribution network. There will be a great amount of dealers transferring to the air condition market among the 120,000 household appliance dealers. In the past year, except for the fast heavy volume of air condition market attracted circulation capital, other home appliances such as refrigerators, washing machines, small appliances, kitchen appliances encountered bottleneck regardless of size or profitability, being forced to stay in the existing distribution channels to gain more opportunities for survival and development from air condition market.
Therefore, there will be a stronger competition in terms of channel selection in 2012. We generally will not prospect the future industrial development in a pessimistic mood, but it is really not an optimistic phenomenon. Because it can be stated that it is difficult for the domestic market to digest the accumulating products in existing channels. Otherwise, there will not be such a huge inventory.
