Suning releases air-conditioning industry ***: overall market shows a downward trend

Suning Appliance released "White Paper on China's Air Conditioning Industry" yesterday. According to the white paper, in 2012, China's air-conditioning market is facing a complicated market environment: the scale of inventories is the highest in nearly five years, raw material prices fluctuate, and the overall trend is rising. The government is brewing new subsidies for energy-saving and environmental protection products, ensuring the rigid demand for housing construction, and accelerating the pace of manufacturers. Nuggets three or four markets, “In 2012, opportunities for breeding in the Chinese air-conditioning industry are a key year for the transformation and upgrading of air-conditioning manufacturers.”

Suning said that comprehensive consideration of product inventory, raw material costs, human resource costs, air-conditioning manufacturers strategy and other factors, air-conditioning product prices will steadily rise this year, and to stabilize the air-conditioning prices rising trend, Suning to the United States, Haier, Chi high air-conditioning companies launched Purchasing large orders, the total purchase amounted to 4.5 million units.

“Guangzhou Suning will focus on implementing large-scale promotion through the above-mentioned massive special models, of which the inverter air conditioner special models account for more than 60%.” Fan Chunyan, general manager of Suning Appliance’s South China Regional Headquarters and general manager of the Guangzhou Regional Management Center, said to South The above special models will be sold this week in major chain stores in Suning, Guangzhou.

The overall air-conditioning market is showing a downward trend

2011 was the policy sales year for the air-conditioning industry. With the termination of subsidies such as “energy-saving benefits” and “replacement of new products”, the air-conditioning market showed signs of pre-heat, post-cold, and higher-than-low growth. The overall sales growth rate still exceeded 15%. This year, the air-conditioning market started unfavorably. In the first quarter, the overall market experienced a sharp negative growth.

Suning said that the scale of air-conditioning inventory has reached the highest level in the past five years, but the industry is still a challenge in the breeding opportunities. First of all, in 2012, more than 7 million sets of affordable housing and shanty-town reconstruction housing will be started, and basically more than 5 million sets will be completed. The number of completions will be higher than in 2010. The demand for home appliances purchased based on a large area of ​​affordable housing construction can partially offset the negative impact of real estate control policies and promote the growth of consumer electronics consumer market.

Secondly, air-conditioning sales must be expected to increase in the 3rd and 4th markets. “But the real estate needs, the consumer demand brought by the 3rd and 4th markets and industrial upgrades will eventually need to leverage on consumer stimulus policies, and policy factors will still be the key to the air conditioning market in 2012.” The White Paper believes that the replacement of household appliances will be replaced by new ones. The policy may be introduced in the second quarter, and it is expected that the air-conditioning market will benefit from this policy and usher in a new wave of upgrading and secondary purchases. "From a year-round perspective, benefiting from the new consumption stimulus policy, the overall size of the air-conditioning market in 2012 will be the same as last year or a slight increase. If the policy factors are excluded, the overall air-conditioning market will show a downward trend."

Air conditioning prices are expected to rise

Affected by rising raw material costs and labor costs, the price of air-conditioning products is expected to rise this year.

Bear the brunt of the pressure of rising prices of raw materials for air-conditioning products. Since December last year, copper prices have shown a clear upward trend. The price per ton has risen from about December 20 to February 20 last year, and the amount of increase has reached about 4,600 yuan. At the same time, the phenomenon of "employment shortage" still exists, and the cost of labor costs for air-conditioning companies will continue to rise, putting pressure on the company's operating costs.

On the other hand, the business strategy of air-conditioning companies will shift from the scale of protection to the protection of profits. In 2012, although the air-conditioning market faced the largest inventory pressure in five years, but in order to reduce business risks, most air-conditioning companies will adopt a strategy to protect profits, rather than fight sales and market share, so the probability of inventory cuts is relatively small. On the contrary, manufacturers may pass on the pressure of rising prices by listing new products.

However, Suning also pointed out that if the consumer subsidy policy is introduced, the trend of rising air-conditioner prices will slow down significantly, and the actual price of air-conditioning products actually purchased by consumers is basically the same as last year.

Millions of electricity subsidies to help air-conditioning affordable prices into the market

Through large-scale purchases, Suning intends to stabilize the rising prices of air conditioners.

Suning said that the company has initiated large-scale purchases of air-conditioning brands such as Midea, Haier, Chigo, Whirlpool, Oaks, Mitsubishi Electric, Hisense, Kelon, Panasonic, Daikin, Mitsubishi Heavy Industries, Shinco, Changhong, and Galanz, with a total purchase volume of 4.5 million. Taiwan, which fixed air-conditioning about 1.35 million sets, accounting for 30%; inverter air-conditioning about 3.15 million sets, accounting for 70%. In addition, about 30% of large orders are purchased, and 1.3 million units of air conditioners are special models.

"For the high-speed air-conditioning market in South China that started this weekend, Guangzhou Suning will focus on large-scale promotion through the above-mentioned masses of special models. The volume and price of both have a strong market appeal, of which the inverter air conditioner models account for more than 60 %, the above-mentioned special models will be sold at major chain stores in Suning, Guangzhou this week.” Fan Chunyan said that in response to the country’s call for energy-saving and environmentally-friendly home appliances to help promote air-conditioning’s parity into the market in 2012, Guangzhou Suning has also launched “one million air-conditioning tariff subsidies. "plan.

The tariff subsidy plan will be officially launched this weekend. The higher the energy efficiency, the more the electricity subsidy: the third-level energy-efficient air-conditioning can enjoy a subsidy of 200 yuan/set, the second-level energy-efficient air-conditioning can enjoy 300 yuan/subsidy, and the first-level energy efficiency. Enjoy the highest subsidy of RMB 400/station. Inverter air conditioners and fixed-frequency air conditioners can participate.