Air-conditioning companies hope that the protection of housing construction mode needs to be transformed

Inventory pressure was infinitely enlarged in the opening year of 2012. The data shows that air-conditioners reached an all-time high of 16.2 million units at the time of the opening of the new refrigeration year, which not only took up large amounts of money from manufacturers and merchants, but also shaken the confidence of the manufacturers in the market. Therefore, the huge inventory pressure makes air-conditioning companies look forward to the Spring Festival market, just as ordinary people look forward to the Spring Festival Evening Zhao Benshan's essay. The Spring Festival Golden Week may have just been as disappointing as Grandpa Zhao exited the Spring Festival Gala. According to store sales personnel, the purchasing enthusiasm of consumers during the Spring Festival this year is obviously not as high as last year. The phenomenon of “seeing more than buying” is widespread.

At the same time, the valuation of the home appliance sector is already at the bottom of history, and the stock market is beginning to be a bit green. The number of stocks rising only accounts for 20% of the total number, which is very different from the previous optimistic forecasts of investors... Confidence in air-conditioning companies feels like a punch in the air On the soft cotton, there is nothing to force.

In fact, the important factors supporting the growth of rigid demand for household electrical appliances still exist. According to the forecast of the Consumer Electronics Association, real estate market price adjustment in 2012 is expected to break the deadlock, once the rigid purchasing power that has been temporarily restrained and accumulated is released, it will definitely boost the consumption of household appliances. In the past three years, the total number of government-run housing starts exceeded 20 million units, and there will be 30 million units in the future “12th Five-Year Plan” period. Therefore, the construction of affordable housing is expected to be further implemented and expanded this year, which may drive new areas of home appliance sales.

According to the calculation of the existing plans for the construction of affordable housing, 2012 will be the completion of the protection of housing, and the increase will reach 5 million sets, which will bring at least 3 million sets of household appliances market demand. In fact, the current affordable housing market has started to start. In response to the protection of the housing market, home appliance chain companies have started to start a "subsidy for the purchase of affordable housing," and Suning Appliance gives a 10% subsidy to users of affordable housing. After one month of promotion, Beijing Suning's sales driven by the subsidy of affordable housing accounted for 10%. % or more of the proportion.

As the air-conditioning is a rigid demand, the protection of housing business opportunities can make up for the gap in policy exit, so the major air-conditioning companies are targeting the 2012 market for affordable housing. The vice president of Gree Wang Jingdong said that investment real estate does not have a big pull on the home appliance market. The rise of low-rent housing and economic security housing is very big for the market. Gree air-conditioners used in Shanghai’s most recent 5,000 security housing units are the market. The outlook is very impressive.

Another big fan of the air conditioning industry is also eyeing this "fat." According to Wang Jinliang, vice president of the China Marketing Headquarters of Midea Refrigeration Appliances Group, there will be more than 30 million sets of affordable housing in the country in the next few years. With air conditioners, refrigerators and washing machines, it will require about 100 million home appliances. Estimated at 2,000 yuan each, there are 200 billion yuan in the market, which is considerable.

Under the background of increasing new demand, the future air-conditioning industry will not drastically drop its sales due to policies. China's air-conditioning market still has a huge demand space. Many of the air-conditioning companies’ sales growth in 2011 accounted for more than half of their growth. Market. In response to this growth, air-conditioning companies have increased the layout of rural channels since 2011. Stores in the third and fourth-tier markets will play a huge role in the sales of air-conditioners in 2012; in addition, the process of urbanization in China will accelerate in 2012, and the continuation of the wedding wave, With raw material prices falling, and other factors, the rigid consumption of air conditioners is still rising in the long-term; at the same time, the relevant agencies will issue subsidy policies for inverter air conditioners during the Spring Festival, and the fastest news may be in the second half of 2012. It can be said that the market situation of air-conditioning companies in 2012 is basically optimistic.

However, whether or not the policy can be implemented requires the coordination of various departments and has many factors. Therefore, the most critical thing for home appliance companies is to do what they are supposed to do. They cannot always count on policies. If the company’s own strength is not strong, even the best policy firms cannot achieve healthy development.

As experts in the industry have said, the huge stocks that have emerged year after year have highlighted the intrinsic mode defects of the development of China's air-conditioning industry. To achieve sustainable and healthy development in the future, China's air-conditioning industry must overcome this shortcoming by obeying market demands and creating market demand. Build a new development logic: go beyond the simple development logic of “off-season manufacture of products and sales of products during peak seasons”, guide the development of enterprises with the model of immediate demand and supply, and truly form a rapid response to the market demand for corporate R&D and manufacturing to achieve product supply Immediate connection with consumption Secondly, with the global industry entering an era of surplus, the era of simply unilaterally researching and developing products in the laboratory is over, and any products that deviate from users' needs are wasteful use of industrial resources. Therefore, the current domestic air-conditioning market needs to return to the development of "origin": heavy product, light concept. Enterprises in the future product layout can not blindly follow the trend, do not over-truth on the market concept is too true, or according to the actual market demand and the development of the industry chain, choose their own product layout strategy. For high-end consumer, secondary purchase, etc., focus on the promotion of frequency conversion products, and for the first time in rural areas, we must use the relatively low price of fixed-frequency products. Only in this way can the domestic air-conditioning industry achieve stable and healthy development, otherwise it will be held by the market.