2011 air-conditioning refrigeration year edge brand elimination risk increased

According to report, the 2011 air-conditioning refrigerated industry achieved the first annual sales breakthrough of 100 million units, domestic shipments reached 53 million units, a net increase of 15 million units over the previous year, and terminal sales 49.91 million units, an increase of 34.4% year-on-year. Set a new record high. Gree, Midea, and Haier accounted for 64.9% of sales, up 1.2% year-on-year. Among them, the total sales volume of the United States has surpassed Gree slightly, ranking first in the industry. However, the joint venture brands were sluggish. The market share decreased from 8.5% in the previous year to 6.3%. Some joint venture brands even experienced negative growth.

The reporter learned that under the circumstances of macroeconomic policy adjustment, short-term suppression of real estate policies, withdrawal of energy-saving policies, and cost pressures, in the 2012 freezing year, China's home air-conditioning market may experience declining growth rates. It will face a change in growth mode, from the past to follow the market's broader market trend of "growth" to the growth of seizing the opponent's share of the increase, which will cause the brand to further increase the degree of focus, marginal brands are facing the risk of elimination. However, the primary and secondary markets will be based on relative increments in the future, mainly relying on upgrading and replacement; and the current level of retention in the tertiary and tertiary markets is still low, and will be the main growth point in the future. After the cancellation of the energy-saving policy, the air-conditioning companies have also increased their resources in the third and fourth-tier markets, and the latter will show a rapid growth trend.

The reporter was also informed of the fact that the increase in inflation and the continuous increase in operating costs, in addition to the substantial shrinkage of subsidies for energy-saving benefits. After the expiration of the subsidy in June 2011, this situation became more apparent. The overall profitability of the air-conditioning industry is weaker than people expected. After the subsidy is over, some air-conditioning companies with insufficient self-hematopoietic capacity and over-reliance on subsidies face a test of profitability.