In late August, the interim report of domestic appliance companies listed companies was released in a concentrated manner, and the performance of several giants was quite a lot. Domestically produced home appliance companies showed a significant increase in both operating income and net profit.
Followed by the release of the "Top 500 Chinese Enterprises" list once again focused on the market eye. The total revenue of eight home appliance companies led by Haier, Midea and Gree exceeded 870 billion yuan. Haier led the way with 2016.08 billion yuan, followed by 101 ranked 159.481 billion yuan.
Behind the politician's transcripts, air-conditioning products play an extremely important role, especially in the past year, the overall upward trend of the air-conditioning industry is obvious, and central air-conditioning is a high-profile segment in recent years, profitability. And the market growth rate has increased significantly.
According to the report of the central air-conditioning market in the first half of 2017 released by several major domestic media, the overall growth rate of China's central air-conditioning market in the first half of 2017 exceeded 25%, and the semi-annual capacity exceeded 40 billion yuan for the first time. The market confidence was unprecedentedly high.
Among them, it is worth noting that the proportion of domestic brands represented by Gree, Haier and Midea has once again increased. According to public data, in 2010, domestic brands accounted for 41.2% of central air conditioners. By the end of 2016, this figure had become 48.1%. The momentum of progress is not like that of household air conditioners when they opened up the soil. But the author believes that the power of change Has formed and accumulated. With the overall trend of “national advancement and retreatâ€, the state's support for green energy-saving technologies continues to increase, and the trend of domestic brands surpassing foreign investment to become the market protagonist has already existed objectively. Several domestic central air-conditioning market research institutions have unanimously predicted that the domestic brand market share will surpass foreign brands in 2018.
Why domestic brands have become more competitive in recent years? Most of the industry people come down to pricing that is more in line with China's consumer psychology, better market services and channels of continuous sinking.
However, the author believes that this is only the basis. The breakthrough of the technical barriers and the resulting monopoly of interest are a benchmark for domestic brands to lead the industry's broader market. Mastering this point can benefit small and medium-sized enterprises. This is precisely the fate of many foreign brands.
The tepid market is brewing a big storm
For a long time, chillers dominated by American brands occupy a major share of the central air-conditioning market in mainland China. In the large-scale unit market, or the project market, after the US brand quickly occupied the market, the driving force for China's central air-conditioning industry was extremely small. It is an indisputable fact that the major American brands that dominate the current domestic market have already been discussed as “Made in Chinaâ€, and the four major American brands including Carrier, York, Trane and McQuay are already The establishment of factories in China has long been a localized production. On the other hand, several major American brands have been researching and promoting magnetic levitation centrifuges in their respective domestic markets. In 1993, McQuay began to develop magnetic levitation units. The world's first magnetic levitation centrifuge was in McQuay USA in 2003. The Stanton factory is offline. York is also the brand that has mastered magnetic levitation technology earlier and is capable of producing magnetic levitation compressors on its own. However, in the face of China's large-scale unit product market, each of them has been unwilling to export magnetic suspension centrifuge technology and products to the Chinese market in the inherent interests of the dominant position. It can be said that it is because several major American brands adhere to the tradition and do not intend to promote the long-term replacement of more energy-efficient chiller products in the Chinese market, which has led to the fact that China’s central air-conditioning machine market has evolved into a policy-based meal. The embarrassing situation of subsidy services and price protection and product protection.
Another grim reality is that some brands of screw machines and lithium bromide have relatively low COP energy efficiency values, resulting in serious waste of resources. The maintenance cost of the latter is increasing year by year, accounting for a considerable proportion of the total cost. Many brands and contractors still recommend such products to users. Some Party A companies can't stand the temptation of low prices and choose to compromise, which is not good for the national energy-saving industry and green ecological promotion.
A healthy industrial chain should enable all aspects of the interest chain to obtain profits and job opportunities from the birth of new technologies in continuous innovation and research and development. This is the rhythm that normal business and product plans should maintain. Obviously, the long-term enjoyment of the brand aura and preconceived to bring good American brands to a stagnation, the demand for the Chinese market has been seriously out of touch.
Nowadays, with the successful development of Gree photovoltaic direct drive inverter centrifuge and Haier magnetic suspension centrifugal unit, the technological centripetal force has already started to waver in the central market.
Taking the Gree photovoltaic direct-drive inverter centrifuge as an example, Dong Mingzhu called it “the central air conditioner that does not need electricity†in the advertisement. Wang Jianlin echoed this, saying that if the product is used, Wanda's industry will save hundreds of millions of electricity bills. Dong’s self-confidence comes from the technological advantages of independent research and development products against the mainstream products in the current market. Gree’s success lies in the concept of energy management being implanted into the country through violent advertising, so that Party A begins to notice technology and environmental protection. The impact of energy efficiency on later costs.
Although Gree is still in the stage of continuous exploration on the road of photovoltaics, it is too expensive around the initial investment; photovoltaic power generation is affected by factors such as day and night change, rain and season, and the system efficiency is not stable; under the current conversion efficiency of photovoltaic cells, the energy consumption is huge. Large-scale refrigeration units can not completely rely on photovoltaic power generation, etc., such problems Gree has not yet been overcome in the true sense, making the market followers Liao Liao, but Gree's move has undoubtedly had a positive impact on the industry continues to promote energy-saving products to expand channels. .
In my opinion, Haier's central air-conditioning practice is more respectable. For more than ten years, it has been working hard in the magnetic levitation field, only to practice a corporate mission, that is, to bring more energy-efficient central air-conditioning products into the Chinese market. To know that magnetic suspension centrifuge products are one of the most advanced and cutting-edge technologies in the industry, they have long been only mastered by foreign companies. The first and second generation screw machines and frequency conversion centrifuges are commonly used in China. Haier finally succeeded in breaking the technical barriers of the product through long-term research and a large amount of research and development investment. The magnetic suspension centrifuge successfully achieved 4200RT, the IPLV value was as high as 13.18, and the refrigeration area reached the largest 100,000 square meters in history. It can meet the needs of buildings with particularly large cooling demand, and the energy saving effect is far more than 50%, which is the continuous operation of Haier. The best return on investment.
The successful development of magnetic levitation centrifugal units and their introduction into the market is not a particularly profitable business for Haier in the short term. However, the decision-making level of Haier Central Air Conditioning firmly believes that the magnetic levitation era belonging to China's central air-conditioning market will soon come.
First of all, the development of magnetic suspension centrifugal technology has a high threshold and high manufacturing cost, which inevitably increases the market pressure of circulation. However, its post-outstanding energy-saving performance is no central air conditioning large areas of a machine product can match. Overseas markets have long realized this. From the current global market share of regional maglev centrifuge look, Australia accounted for more than 70%, more than 50% in Europe, the United States more than 30%, while China, Latin America, Southeast Asia and other countries maglev centrifuge group is still at an initial stage, the market and huge upside potential.
2012 maglev centrifuge centrifuge group in the overall market share of only about 1% in continue to promote Haier, while in 2016 this proportion rose to 20.3%, four years to reach a 20-fold increase. 4 years fort hinder maglev widely used is Haier has successively tackled, in its domestic and international markets continue to accumulate maglev project case studies to make more and more users benefit from it.
It is no exaggeration to say that it is with Haier's own efforts to open the door to the magnetic suspension central air conditioner in the Chinese market. Fortunately, at this year's China Refrigeration Exhibition, we saw that more than 30 manufacturers including Gree and Midea began to join the expansion camp of magnetic levitation centrifuges. Relevant institutions predict that by the end of 2018, the market share of magnetic suspension centrifugal centrifuges in centrifuges is expected to be close to 40%, and the overall scale will reach 4 billion yuan. In the next few years, magnetic suspension centrifugal units will maintain a high growth rate of around 60%. A thorough outbreak.
Aside from low-cost and low-budget small and medium-sized projects and national coal-to-electricity support projects, magnetic suspension centrifuges will completely replace the status of traditional centrifuges and become the first choice for large-scale energy-saving projects, which will lead China's central air-conditioning large-scale units. The direction of green, energy saving and technology is over-transformed. What is certain is that European and American companies that conservatively use old products in the domestic market will completely lose their competitive cards if they still stick to the tradition.
An obvious signal is that in the promotion of magnetic levitation, Shanghai has begun to shift gears to speed up. On September 8, the Hefei General Machinery Research Institute and Haier Central Air Conditioning jointly established the world's first magnetic suspension application technology research center. Including the American Refrigeration, Air Conditioning and Heating Association (AHRI), international authoritative certification testing institutions from the United States, Britain, France, Germany and other countries attended the unveiling ceremony and issued a global certification for Haier Central Air Conditioning's world's largest chiller test laboratory. In addition to being recognized in the field of authority, Haier Central Air Conditioning has cooperated with many well-known energy management companies in China in order to further expand the tooling channels. Through more systematic and more professional energy management methods, the magnetic suspension centrifugal unit will be fully introduced to the market. The three parties of the business, energy management and user side formed a win-win situation.
On the other hand, several major European and American big-name brands, even if they are pre-emptive in user preference, but the lack of stamina in research and development, the investment is stretched, destined to give way to technology and China's energy-saving and low-carbon environment.
Continued hot multi-line market competition persists and invests
At one time, the multi-line field was the world of Japanese brands. Even today, in the case that consumers are already calm enough, some regions still have an inexplicable preference for Japanese multi-line products.
It is undeniable that the domestic brands have entered the initial pure import of Japanese multi-line quality clearance, energy efficiency is ideal, the use effect is first-class, if the only shortcoming may be expensive.
But now we find that most Japanese brands have also started a new round of cards. Most of their products have been localized, and they have begun to use the domestic low-cost hedge market to start benchmarking domestic brands that were originally "invisible" in their eyes.
Why? Because in the multi-connection field, more and more domestic brands are making a big effort, relying on the strong group strength behind them, such as Midea and Haier, continue to open up new technical high points in the multi-connection field, for many single-players For Japanese products, the situation of protracted war is not what they want to see.
Take Dajin VRV as an example. At the beginning of entering the Chinese market, it achieved brilliant results. At one time, it accounted for nearly 90% of Shanghai's high-end commercial sector. However, as competition intensifies, we have not seen the follow-up products of the VRV series to give Chinese consumers a bright feeling. In the winter, the lack of electric auxiliary heating and other issues have caused many small and medium-sized brands to seize market share.
From a macro perspective, the concept of energy-saving and power-saving has been implanted in place, and the user experience of energy-saving and power-saving has been implanted in place. The user experience of beautiful and comfortable is also deeply rooted in the hearts of the people. But the relatively weak technical barriers will inevitably lead to a quagmire of homogenization competition.
In the large-scale units, the European and American brands that dominate the domestic market rely on the first-mover advantage. Although they have fought in the multi-line market in recent years, the industry’s discerning people know that almost all European and American brands have no core technology reserves in the multi-line field. . Most of them can't even achieve their own production, and they can only find domestic brands with more advantages for OEM. The multi-line products of doctors, Carriers and other brands in the Chinese market are manufactured in the United States. York even stripped its multi-line product sales from the original system this year.
According to data released by the China Household Electrical Appliances Association, the size of the household central air-conditioning market in the first half of 2017 increased by 44.2% year-on-year, reaching a scale of 18 billion yuan. The domestic market share has grown rapidly, and many Japanese brand advantages that have been smashed in the past have been weakened.
Compared with the rising sales, the author is even more pleased with the growing experience of the aggressive R&D capabilities of domestic brands and the ability of many foreign companies to avoid them.
At present, Midea has announced that it has entered the era of full-conversion. After using key data such as IPLV as the benchmark, the US central air-conditioning has already challenged the capital of Japanese brands. From the actual feedback of the home improvement market, Midea has quickly seized the share of the second and third tier cities in the country and is gradually advancing to the high-end market of first-tier cities.
Another domestic brand that is strong in the multi-line field is Haier. Haier also blew the horn of the offensive multi-connection field, relying on the MX wireless multi-line that was released earlier and the infinite new multi-connection of the 2018 new cold year industry. In a sense, Haier’s plan is more ambitious. Midea pays more attention to the card position and channel sinking in the market, and Haier not only challenges traditional foreign brands in the field of new tooling, but also deepens the market for updating and transforming the market.
Haier's exploration in the multi-connection field has not stopped. On July 20 this year, Haier Central Air Conditioning Co., Ltd. launched the world's first “Infinite Renewal†multi-connection new product in Shenzhen, which is the first time to realize internal and external wireless communication, and can adapt to all brands. Pipes and internal machines, no change to renovation and new air conditioning. While promoting the iterative upgrade of multi-line products, it also set the wind vane for the industry. At present, in this field, there are few products that can compete with Haier infinitely and more online. Haier is expected to achieve substantial growth in this field, thus directly pushing the Japanese brand from the sales data.
Why is Haier able to quickly align the market pulse and make it faster? This has a lot to do with continuous technical investment and group product layout. Under the manufacturing system of Haier Internet Factory, Haier is more likely to grasp the actual needs and pain points of users, and it is easier to formulate reasonable product planning through big data. Relying on Haier's long-term manufacturing strength, Haier's advantage has already been highlighted in the face of competitors. From a longer-term perspective, the market ups in a short period of time can indeed make a hundred schools of thought contend, but in the case of a protracted war, the subsequent long-lasting technology and capacity output are the key to success.
Obviously, the party with more advanced technology and more accumulated will laugh at the end.
Re-casting of the pattern, the domestic technology genre will inevitably rise
Going back to the topic of concern at the beginning, under the general trend of the country's retreat, is it true that domestic brands are rushing all the way through Dongfeng, or will there be a new oligarch situation in the central air-conditioning industry?
The author prefers the latter. I also hope that the market will develop in this situation in the future. China's industrial manufacturing needs to get rid of the old impression of cheap manufacturing. The central air-conditioning industry also needs a more thorough reshuffle to recast the current market structure of medium and low-end products with homogenization. The pioneering camp of national brands can rely on local advantages to break through with more speed, and the author dare not arbitrarily speculate.
However, there are two points that can be convinced that the domestic technology genre represented by Haier, Gree, and the United States has risen; the central air-conditioning manufacturing industry is bound to revamp the home air-conditioning industry, and its future must be deeper, more thorough, and more comprehensive. The hands of domestic brands of technology and the Internet.
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