October China Air Conditioning Market Analysis Report

In October 2013, there were a total of 1965 commercial products in the air-conditioning market in China, which belong to 25 major manufacturers. From the perspective of brand awareness, the top three brands accounted for 60% of the market's share of attention, and brand concentration is very high. In terms of product attention, wall-mounted, cold-warm, and variable-frequency air conditioners continue to be the focus of consumers. At the same time, the mainstream market price segment is still concentrated in 2001-3000 yuan.

Report Highlights • Brand Focus: Gree, Haier and Hisense remain unchanged in the top three positions.

• Product model structure: Gree KFR-35GW/(35570) FNBa-4 is of the greatest concern.

• Price-reduction product rankings: There were a total of 10 air-conditioning product prices down this month.

• Variable frequency/fixed frequency structure: Concern for inverter air conditioners continued to rise this month.

• Product type structure: The proportion of attention paid for open cabinet air conditioners rose slightly this month.

• Product power structure: The number of air conditioners most concerned by consumers is still 1.5P.

• Cold and warm type structure: The air conditioners occupy the dominant position in the market.

• Product energy efficiency structure: The proportion of energy efficiency of Level 2 this month is approaching 40%.

• Structure of price segment: The distribution of attention ratio in each price segment is “inverted V”.

• Analysis of mainstream manufacturers: Haier has the largest number of products, and Gree has the highest single product concern rate.

First, the brand attention pattern • The top three brands over the attention of 60% In October 2013, China's air conditioning market, Gree, Haier and Hisense remained unchanged in the top three brands, the cumulative attention to 60.0%, the brand attention is more concentrated. Among them, Gree is still concerned about the brand's attention this month, attention to the proportion of 37.5%, up 2.5% from September; Haier and Hisense are ranked runner-up and third place, concerned about the proportion of 11.8% and 10.7%, compared with the previous month It rose by 1.6% and 2.3% respectively.

Second, the product focus on the pattern (a) product models concerned • Gree KFR-35GW / (35570) FNBa-4 the most attention in October 2013, China's air conditioner market, Gree KFR-35GW / (35570) FNBa-4 with 3.1% The proportion of attention has continued to be the most popular air-conditioning product for consumers this month. This wall-mounted, large 1.5P inverter air conditioner quoted at the end of this month was 3,288 yuan, which was in line with the beginning of the month.

• The average price of the products on the list is 3,392 yuan. It is worth noting that the Gree’s exclusive focus on the top ten air-conditioning products this month is exclusive, and the product’s focus on the advantages is obvious. In addition, Haier, Hisense and Daikin each have a product. On the list. It can be found that the ten products are mostly wall-mounted and inverter air conditioners. The market price ranges from 2350 yuan to 4599 yuan, with an average price of 3392 yuan.

(II) Ranking of price cuts • There were 10 air-conditioner price cuts in the month of October 2013. In the air-conditioning market in China, there were a total of 1965 commercial products, of which the number of price-reduced products was small this month, accounting for only 10, accounting for At 0.5%, the average price reduction is 162 yuan. The products on the list belong to five brands, TCL is the brand with the largest number of products on the list this month, and there are three product prices down.

• The price reduction of Chigo KFR-51LW/N33+N3 is the largest In this month's price-reduction products, Chigo KFR-51LW/N33+N3 has the largest reduction in price. This cold-warming, fixed-frequency air conditioner with 2P power is The quotation was 3599 yuan at the beginning of this month, and it was reduced to 3299 yuan at the end of the month, and the price reduction was 300 yuan. It can be found that the ten products have relatively large power and are fixed-frequency air-conditioning products.

(III) Structure of product parameters 1. Fixed-frequency/frequency-converting structure • Concern about the proportion of inverter air conditioners continued to rise in October 2013. In the Chinese air conditioner market, inverter air conditioners that are relatively energy-efficient and energy-saving still occupy the mainstream of the market. The proportion continued to rise, reaching 64.4%, which was a 1.4% increase from September. Compared with 35.6% of fixed-frequency air conditioners, it has a certain market advantage.

2. Structure of Product Types • Concern over the proportion of closed cabinet air conditioners rose slightly this month. From the perspective of product types, in October 2013, the Chinese air conditioner market had a small footprint, low noise, and wall-hanging products that could be easily matched with interior decoration. More attention was paid to consumers, and the percentage of attention this month was 69.2%, but it fell somewhat from September. However, the proportion of attention paid to large-capacity cabinet-type air-conditioner products continued to rise, breaking through 30% to 30.6%, which was a 1.9% increase from the previous month.

3. Product Power Structure • The number of air conditioners most concerned about this month is still 1.5P

In October 2013, the number of air-conditioner horses most concerned by consumers in the air-conditioning market in China remained at 1.5P, and its concern this month was 28.7%, up 1.3% from the previous month. In addition, there are 2P, 3P and 1.5P products for the air conditioners with a percentage of concern of more than 10.0% this month, which are 14.4%, 13.2% and 10.2%, respectively, which are more concerned by consumers.

4. Type structure of cooling and heating • Refrigeration and air conditioning occupies a dominant position in the market From the perspective of the type of product cooling and heating, air conditioners in China’s air conditioning market still dominate the market this month, accounting for close to 90% of the air conditioning market, up to 88.2%. It was 7.9% and 3.9% higher than the cold and warm electric auxiliary and single cold type products.

5. Product Energy Efficiency Structure • The proportion of energy efficiency of Level 2 is approaching 40% this month. In October 2013, in China's air conditioner market, Level 5 energy efficiency products have approached zero, and Level 4 energy efficiency products have continued to decline, from last month’s 6.8% fell to 5.7%. At the same time, the level of attention of Level 2 energy efficiency products continued to rise, approaching 40%, reaching 39.0%. The cost-effectiveness of Class 3 energy-efficiency products remained at 40% or more, and this month was 45.4%, which was slightly higher than the previous month.

(IV) Structure of the price segment • The distribution of the attention ratio of each price segment was “inverted V”. In October 2013, in the Chinese air-conditioning market, the proportion of attention of each price segment was “inverted V”. Among them, this month 2001- 3,000 yuan continued to be the price segment most concerned by consumers with a concern ratio of 26.6%. In addition, attention is paid to the ratio of 3001-4000 yuan and 4001-6000 yuan, which is 22.7% and 20.8% respectively.

III. Analysis of Mainstream Manufacturers (1) Product Quantity Structure • The number of Haier products is relatively the most According to the data of ZDC, in October 2013, among the top five brands in the air conditioner market in China, Haier and Gree’s number of products were in two hundred. Above, among them, Haier is the most, reaching 290 models; followed by Gree, the number of products is 250 models. Hisense, Daikin, and Mitsubishi Electric have a relatively small number of products: 129 models, 98 models, and 56 models.

(II) Comparison of single product attention rate • Gree’s highest single product attention rate From the single product attention rate of each brand, in October 2013, Gree’s single product attention rate was still relatively highest, reaching 0.15%, which also showed that Outstanding power in the air-conditioning market is relatively good brand competitiveness and consumer audience; followed by Mitsubishi Electric, single-product attention rate of 0.09%; Hisense and Daikin single product attention rate is not much difference, the brand is quite competitive. Due to the relatively large number of products, Haier's single product attention rate is slightly inferior.