Policy Effect Continues 2010 Refrigeration Air Conditioning Sales

In August 2010, the hot weather in many cities in southern China continued, and air-conditioning companies have already held celebrations. In the first half of 2010, the entire industry massively increased inventory gambling in the first half of the year, winning success.

On August 24, the organizer released the "White Paper on Refrigerated Annual Air-Conditioning Market in 2010" (hereinafter referred to as "White Paper") at the "2010-2011 China Air Conditioning Industry Summit" organized by the Information Resources Development Department of the State Information Center and the China National Grid. . According to the data from the White Paper, under the continuation effect of the relevant national policies, the sales volume of the domestic air-conditioning market for the frozen year of 2010 increased by 31.45% year-on-year, and the sales increased by 24.13% year-on-year. The air-conditioning industry has been freed from the year-on-year decline in sales scale since the 2008 frozen year.

The overall market has grown significantly

According to the data in the White Paper, the total sales volume of air-conditioners in key domestic cities in the year of freezing in 2010 reached 31.6 million units, a year-on-year increase of 36.31%, the highest level in the past five years. In response, Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said: "In 2010, the continued implementation of policies such as national trade-in replacement, energy-saving projects, and home appliances to rural areas that promote domestic demand policies has resulted in the sales of three or four air conditioners. The main driving force for significant growth."

Cai Ying, Director of the Market Information Department of the National Information Center, said that the mainstream air-conditioning companies have attached importance to the application of new technology, new product development and marketing, and the improvement of after-sales service levels, which also promoted the development of the entire air-conditioning market.

In addition, since the beginning of summer in 2010, a large area of ​​high-temperature weather from north to south across the country has continued, which is also an important reason for the hot sales of the air-conditioning season.

It is understood that compared with the 2009 refrigerated year, the proportion of sales volume of the 2010 refrigerated annual first-class city market to the total sales decreased by 3.39% compared with the same period of last year, but the overall sales scale in the secondary and tertiary markets has increased to varying degrees. In particular, the growth trend of the sales volume in the tertiary and tertiary markets is significant, and the percentage of sales in this part of the 2010 freezing year is 1.57% higher than the same period of last year.

According to the “White Paper” statistics, the overall price of the air-conditioner industry in the frozen year of 2010 has been steadily falling. The average price is 132 yuan lower than the 2009 freeze year (Figure 1). The main reason for the overall average price to decline is that: before June 2010, the company cleaned up inventory that did not meet the new energy efficiency standards, and the average price of inverter air conditioners fell as a whole.

It is worth mentioning that the average price level of the four-tier market is not only higher than the overall level, but also higher than the second and third-tier markets, which is equivalent to the primary market. This shows that prices are no longer the primary consideration for rural consumers when they buy air conditioners. Previously, the results of the questionnaire survey conducted by the State Grid on rural consumers also showed that the primary concern of rural consumers when choosing air conditioners is cooling effect, brand, and after-sales service.

Inverter air conditioner wind water

As the subsidy scope of “Energy Saving and Civil Engineering” has shrunk with the implementation of the new energy efficiency standard for fixed speed air conditioners, many air conditioner companies have put the key resources for technology research and development and new product promotion on inverter air conditioners, and the average price of inverter air conditioners has fallen sharply. Market demand surged.

According to the data in the White Paper, in the 2010 refrigerated year, the sales volume and sales volume of inverter air conditioners in major cities in China increased by 101.57% and 86.65% respectively year-on-year, representing an increase of a record high. Thanks to the increase in the overall sales scale, the proportion of 2010 air conditioner inverter air conditioner sales as a whole has also been significantly improved. Inverter air conditioner sales accounted for 24.02% of the total air conditioner sales, which is 6.65 percentage points higher than the 2009 frozen year.

According to statistics, only the newly-listed inverter air-conditioner products in 2010 have accounted for 88.36% of the total sales volume of inverter air conditioners in 2010. Midea, Hisense and other companies have increased investment in inverter air conditioners. Haier has launched a new inverter-free inverter air conditioner. Recently, Chigo also released its 2011 frozen annual inverter strategy and introduced energy-efficient inverter air conditioners.

Fierce market competition has triggered a sharp decline in the price of inverter air conditioners. Cai Ying analyzed that the average price of inverter air conditioners in 2010 was lower than that of fixed speed air conditioners by 6.33 percentage points. The decline in prices was an important reason for the expansion of sales of inverter air conditioners. It is expected that the decline in the average price of inverter air conditioners will continue into the 2011 freezing year.

For the oncoming 2011 freezing year, Cai Ying predicts that sales in the air-conditioning market will increase by 10% to 15% year-on-year, and the overall scale will be 33.50 million to 35 million units; inverter air-conditioner sales will continue to maintain a relatively rapid growth, accounting for the overall air-conditioning market. The proportion of sales is expected to reach 30%. The average price of air conditioners in key cities in China will show a gradual increase. Compared with 2010, the average price of air conditioners is expected to increase by 5% to 8% year-on-year. As the inverter air conditioner market competition is at a critical stage, it is expected that the application of price measures will be relatively common, and the average price will show a downward trend as a whole.