In the first quarter of 2017, the opening of the new refrigeration year for all air-conditioning companies was good. Together with the successful removal of the inventory in the past year, the whole industry was extremely optimistic about this year's market trend.
However, according to the reporters of the large refrigeration market, this may not be the case. The data shows that the average price of air conditioners in 2017 is 4046 yuan/set, 2767 yuan/set on the line; 4226 yuan/set on the 5th week average price, 3001 yuan/set on the line; week 11 The average price line is 3740 yuan/set, and the line is 2746 yuan/set. It is not difficult to find out from the data trend that the average price peaked during the Spring Festival, and the price began to fall rapidly after the Spring Festival. The offline average price fell by 11.5%, and the online average price fell by 6.81%. After the year, the average price continued to fall. On the one hand, it showed that the price increase of the air-conditioning industry was a “empty-style” style. The fact is that the competition is extremely fierce. No one dares to risk losing market share and really raise prices.
Even the giants such as Gree and Midea are the same, their average price is going down, otherwise the average price of the industry will not go down, because the two together account for more than 6 to 70% of the market share. If the market is not fiercely competitive, like the current rising prices of raw materials, who is willing to pull down the terminal price, it is real money.
Some people think that last year's air-conditioner sales were good, and this year is a light-loaded battle. Of course, this year's performance will be better. However, last year's air-conditioning sales volume was also a sudden explosion after the industry struggled in the past few years, but this is not reproducible: on the one hand, the weather in the country was hot last year; on the other hand, since the middle of last year, the real estate market has been active as an industrial chain. Downstream air-conditioning sales naturally rose. At present, the weather factor is still unknown. Since March this year, several rounds of real estate policy regulation have been ushered in.
In addition, the fiery sales in 2016 have overdrafted the demand for 2017 to a certain extent. According to the size of the air conditioner, the probability of a sharp increase in 2017 is extremely low.
Based on these factors, we are only cautiously optimistic about 2017. Of course, it is not a bearishness to the air-conditioning industry. After all, China's white electric predators (including air-conditioning) have already surpassed the joint venture brand in the domestic market to lead the market for more than a decade, and have become a market leader in the international market. Whether in the industry scale, sales or technology research and development, the home appliance industry has been proud of the world. However, it is precisely because of this, as an extremely mature industry, after experiencing the initial high growth, the industry should abandon all the way to the triumph of the skyrocketing illusion, into stable development will be the norm.