In the first half of 2017, the household central air-conditioning market spurred

In the first half of 2017, the household central air-conditioning market continued its spurt development. As the tooling market grew weak, it became an important force driving the development of the entire central air-conditioning industry. Aowei Cloud Network (AVC) and "HVAC Information" jointly released the "China's Household Central Air Conditioning Market Research Report for the First Half of 2017". The report shows that in the first half of the year, the household central air-conditioning market achieved a growth of 44.2%, and the growth trend is like a broken bamboo.

1. Rapid development in the first half of the year, up 44.2% year-on-year

In the first half of 2017, the central air-conditioning market continued its previous growth, with a year-on-year growth of 24.5%. Among them, the household central air-conditioning market achieved a high growth rate of 44.2%. Many favorable conditions, such as the stable macroeconomic stability, the unexpected turnover of the real estate market, the accelerated deployment of corporate channels, and the support of rigid market demand, have created more incremental opportunities for the ultra-expected growth of the household central air-conditioning market, laying a high The foundation of growth has become an important force driving the growth of the entire central air-conditioning market in the face of sluggish performance in the tooling market.

2. The status of multi-line connection is difficult to move, with a year-on-year increase of 46.9%.

In recent years, multi-line products have dominated the household central air-conditioning market, accounting for 65.9% in the first half of the year, up 46.9% year-on-year. The multi-connected market has made a big step forward in the household central air-conditioning market. Potential. The reason is that in addition to the advantages of multi-connection, such as energy saving, aesthetics and comfort, the frequent release of new products, the accelerated deployment of channels by the enterprise and the gradual recognition of the people are all important reasons for the growth of multiple online.

It is worth mentioning that although the base water machine has a small base, it has achieved more than 60% growth in the first half of the year, thanks to the promotion of the “coal to electricity” policy, as well as the previous York, McQuay and other brands for the home improvement retail market. The effectiveness of the layout has been revealed, and future growth is still expected.

In short, with the continuous upgrading of multi-line technology, the continuous development of various brands, and the gradual improvement of people's consumption concept, it will continue to promote the rapid growth of the multi-line market.

3, East China ranks first, all regions grow across the board

In the first half of the year, the East China region occupied a dominant position in the central air-conditioning market with a share of 42.6%, far ahead of other regions. The shares in South China, North China and Central China are all above 12%. Although the base of the North China region is small, its share has increased by more than 2%, and the growth is more obvious. The southwest, northwest and northeast regions have not been large in scale due to economic and weather conditions.

The relatively developed economy in East China, strong consumer acceptance, and large market capacity are all important reasons for the growth of the household air-conditioning market. In the first half of the year, the East China region grew by nearly 50%. In terms of provinces, Jiangsu Province is still the largest market for household-style central air-conditioning, with the largest increase in share, exceeding 2.2%, and the share of Zhejiang Province has also increased. As the country's TOP2 provinces, Jiangsu and Zhejiang share have achieved growth, indicating households. Central air conditioners still have huge room for development in the East China market.

The South China region is second only to the East China region. The growth rate in the first half of the year was close to 50%. The developed economy, the booming real estate market and the public's awareness of openness are the key factors to support its growth. However, compared with the East China region, it has a very broad development. space.

The growth rate of the North China region is relatively fast, and the proportion is also gradually increasing. According to the provincial data, the share of Beijing and Hebei in North China has increased significantly, and the share of Shandong and Shanxi has also increased. The share of Tianjin is the same as last year. Overall, the market in North China is gradually opening up, and the future performance is worth looking forward to.

The southwest and northwest regions are vast and the market is scattered, mainly concentrated in some central cities. On the whole, the market is still not mature, but with the support of the “Western Development” and “One Belt, One Road” policy, the market will gradually open in the future.

4, the brand concentration is improved, the domestic system is gaining momentum, and the Japanese and Korean share is squeezed.

The use of "Strong Hengqiang" to describe the brand pattern of the central air-conditioning market in the first half of the year is more suitable, but the concentration of TOP brand has improved. Regarding the division, the domestic system accounted for 55.5% of the total, the dominant position, the share rose by more than 6%, Japan and South Korea accounted for 40.9%, the share fell by more than 6%, and the European and American departments accounted for 3.6%. Obviously, the Japanese and Korean share was squeezed. However, although such differentiation is closely related to the technical routes taken by the three major departments, it is an indisputable fact that the domestic brands have achieved remarkable results in the active layout of the central air-conditioning market.

In the whole household central air-conditioning market, Gree, Midea and Daikin were far ahead in the first half of the year, with a share close to 60% and a high degree of brand concentration. In terms of sub-categories, Japanese and Korean brands have obvious advantages in the multi-line market. Dajin ranks first, with a share of more than 20%. However, the domestic brands Gree, Midea, Hisense and Haier have both increased by more than 60% year-on-year, which is better than Japanese and Korean brands. . The domestic brand dominates the unit market, and the share of Gree and Midea is close to 80%. The brand concentration is very high. It can be said that the unit market is the world of Gree and Beauty.

Judging from the performance of various categories in various regions, in the multi-line market, Daikin ranked first in all regions except the southwest region. In the unit market, Gree and Midea led the regions with a share of more than 25%. In terms of provinces, Jiangsu, Zhejiang, and Guangdong are still the main sales positions for various brands and units.

Overall, the household central air-conditioning market in the first half of 2017 was in a good position, and the multi-line still dominated, which is the main force driving the growth of the household central air-conditioning market. Domestic brands involved in multi-line connection have almost grown across the board, and many online players have gained the world. Gree, Hitachi, Haier, Oaks, Chigo and other brands have focused on promoting home multi-line products. With the continuous participation of many brands, the market will definitely be The environment is becoming more and more fierce, forcing companies to carry out product innovation and technology upgrades, while meeting the needs of consumers, it can promote the healthy development of the industry.

5. Opportunities and risks