Beginning in May, temperatures in North China, South China, and East China continued to rise, entering the first wave of roasting mode this summer. For the first time in North China, high temperatures above 35 degrees Celsius were recorded. Fujian's local impact was 40 degrees Celsius and the Jiangnan area will reach 36 degrees Celsius. With the continuous high temperature mode, the air conditioning market has also entered the peak season.
The May 1 promotion week sounded the signal of the air-conditioning peak season. According to Zhongyikang data, during the May 1st air-conditioning promotion week, from April 9, 2018 to May 6, 2018, the size of the air-conditioning market rose slightly. The data shows that during the promotion period, the retail volume and retail sales of the air-conditioning market were 8.64 million units and 31.9 billion yuan, respectively, up 2.3% and 7.4%. Among them, the offline air-conditioning market was in a downturn. The offline retail sales and retail sales were 6.37 million units and 25.1 billion yuan respectively, up by -6.1% and -0.1% respectively. Under the circumstance of weak growth under the online market, the online market drove the growth of the air-conditioning market to 2.27 million units and 6.8 billion yuan in retail sales and retail sales, up 36.9% and 48.9% year-on-year respectively, achieving a slight increase in the overall air-conditioning market.
May 1 air-conditioning promotion week to achieve a slight increase in the air-conditioning market, no doubt for the next air-conditioning season opened a good start.
High temperature weather bonus season sales are good
At the beginning of this year, industry insiders predicted that under the negative factors such as demand overdraft and stricter real estate policies, this year's air-conditioning market may be “wide-lowerâ€, and sales are far less than last year. According to the data of Aowei.com, from January to February 2018, the retail sales of air conditioners totaled 12.6 billion yuan, down 4.0% year-on-year, and the retail volume was 3.2 million units, down 11.7% year-on-year. However, in March, it recovered its momentum and finally reached the first quarter. The overall retail sales of air conditioners was 33.9 billion yuan, up 14.9% year-on-year, and the retail volume was 9.15 million units, up 9.5% year-on-year.
Although the air-conditioning market achieved growth in the first quarter, the growth rate in the first quarter of this year was down from last year. Both Ovi Cloud and Zhong Yikang research companies predict that 2018 will be a year of decline in the air-conditioning market. Zhong Yikang even stressed that the air conditioner market in 2018 may face major challenges.
However, since the peak season, the performance of the air-conditioning market has not been pessimistic. In the case of rising temperatures, increased channel investment, and various online and offline appliance stores to launch different preferential measures, the peak season has achieved good sales results. The data of Aowei Cloud Network shows that the 518 air-conditioning season has been greatly promoted, and the online and offline linkage promotion effect is remarkable. The scale of the air-conditioning market has increased by 100%. Sales data from Suning Tesco showed that on May 18, Suning air-conditioner double-line sales exceeded 600,000 units; from May 16 to 20, Suning air-conditioner sales exceeded 1.2 million units, and online growth of 325%, offline Stores grew by 85% year-on-year, surpassing sales during the May Day period and breaking through twice its growth.
In April and May, the good trend of the first quarter of the air-conditioning market continued. Combined with shipping and sales data, channel inventory can still be considered optimistic.
Brand concentration enhances the development of intelligent products into air-conditioning enterprises
Judging from the sales situation in the peak season, the advantages of mainstream brands are more obvious when the promotion effect is obvious. The data of Aowei Cloud Network shows that the market share of mainstream brands has increased significantly. The top3 brand share of the online market in the 518 air-conditioning season promotion season accounted for 71.8%, the concentration increased by 6.9%, and the top3 brand share of the offline market accounted for 71.1%. The degree increased by 2.9%. The market competition is more intense, and the production space of second-tier brands is squeezed.
In fact, since entering 2018, air-conditioning inventory pressure has been the focus of the industry. According to statistics, as of the end of April, the air-conditioning channel inventory was about 39.5 million units, approaching an all-time high. Air-conditioning channel inventory pressure is increasing, so the second quarter peak season sales become the key to inventory de-ization. However, based on the hot air conditioning market in 2017, a number of air-conditioning brands were born, and the company accelerated production expansion. In the case of inventory backlog and brand concentration, the difficulty of survival of small brands will be further increased.
In addition, the air-conditioning industry entered the second half of the competition, the core needs of consumers from the good to the good, so the air-conditioning brand to increase the intensity of competition, compete for the high-end market will become the focus of air-conditioning enterprises. Air-conditioning brands are competing to open new technologies, which will accelerate the popularity of intelligent products. Sales data from Suning also showed that air conditioners with quiet and soft wind, energy saving, intelligent control, and healthy self-cleaning have become hot spots. Highlight the upgrade needs of the consumer side.
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