Every enterprise is actively exploring ways out, and the stock of the domestic market does not mean a shrinking demand space. From the macro pattern of the global market to various sub sectors, the consumption power of air conditioning products is still strong
A marketing director of an air conditioning manufacturing company in Anhui told me, "This year's off-season is the lightest season I have ever had in my career." A South China air conditioning agent told me, "The off-season is very strange now, and the following networks are all small batch purchases. No one dares to invest large amounts of money."; A marketing general manager of a household appliance manufacturing company in Ningbo said, "We have been relatively stable this year, but there has been no growth."
If at this time last year, the external special environment provided manufacturers with an excuse to chat and comfort themselves, then this year has indeed made many enterprises experience the true off-season; Compared to the previous four months, the domestic sales market in November has actually slightly improved. However, the unfavorable start of the 2024 cold year has dealt a blow to the confidence that the air conditioning industry has finally accumulated. The current industry situation is vastly different from the trend after this year's Spring Festival.
But every enterprise is actively exploring a way out, and the stock of the domestic market does not mean a shrinking demand space. From the macro pattern of the global market to various sub sectors, the consumption power of air conditioning products is still strong. However, in the process of sector, pattern, and product rotation, each manufacturer uses different strategies to interpret the brilliant and diverse nature of the air conditioning industry in the dynamic game process; Even so, the market's chill remains cold.
Market growth does not affect investment
On November 16th, a set of air conditioners from Xuzhou Yingliang Intelligent Technology Co., Ltd. was taken offline, which also means that there is another brave intruder in the Chinese air conditioning industry. Yingliang Air Conditioning has set a production and sales target of 1.5 million sets over three years, and the previous few months of decline in the domestic air conditioning market seem to have not had an impact on it. In the first quarter of this year, the air conditioning industry also experienced a strong wave of capacity expansion.
Not only are complete machine factories improving their products, but leading and mainstream brands are also enhancing their respective industry chain discourse power to the upstream supply side. A typical case is the joint investment of AUX Air Conditioning and Panasonic in establishing a compressor factory in Wuhu. In the past two years, the trend of AUX Air Conditioning in domestic and foreign markets has emerged from its previous low point, and even reached new highs. In April of this year, Haier Air Conditioning collaborated with Haili to build a compressor manufacturing base in Zhengzhou. When the production and sales scale of the enterprise reaches a certain level, it is tirelessly building an autonomous supply chain system.
The brand's investment in the market is not only reflected in the manufacturing system. Recently, during a conversation with Wu Xuyun, the owner of Shanghai Yingyan Air Conditioning Manufacturing Co., Ltd., I learned that this brand, which has been laying the groundwork for seven years in the domestic market, has finally expanded its marketing system at the beginning of the 2024 cold year, in order to gain greater offline space in the future.
Last month, Wu Youxin, the owner of Cold Master Air Conditioning, has been visiting the market. One of his goals is to quickly transform his meticulously crafted kitchen air conditioning into a research, production, and sales layout. In addition to integrated kitchen air conditioning, Cold Master has also made substantial progress in products such as under the kitchen and commercial kitchen air conditioning.
Capital has always been profit driven, and from these investment behaviors, it can be seen that even if the industry environment is not favorable, even if the domestic market has entered