Air conditioners are up today! Is it really for tomorrow's price cut?

At the beginning of 2022, the price increase of air conditioners is like a burst. First of all, some of the last brands such as Meibo and Xinke issued a price increase notice, the implementation date began on New Year's Day in 2022, and then the Air Conditioner of the United States also released a price increase notice, and the execution date was No. 4 and some were No. 5, and the promotional materials showed that the price increase was 200-900 yuan.

The Price Increase Letter of midea air conditioners did not set off a big storm in the air conditioning industry, because the rise and fall of air conditioning prices is not strange to everyone, and some brands do not send a few price increase letters every year it seems that they are not enough to show their power in the industry. For this air conditioning price increase, air conditioning dealers across the country have launched a big discussion in the "home appliance people" WeChat group. Many dealers believe that the price increase of air conditioners at this time is more to prepare for the opening after the Spring Festival, and also to reserve price reduction space for the promotion war in March. Since every year is such a routine, then this year many merchants said, you raise your price, I stand still, do not follow!

"Home appliance people" believe that air conditioning dealers have a "quilt cover" feeling, the main reason is that air conditioning manufacturers shout price increases before the start of the peak season, and encourage offline channel merchants to pay for goods on the grounds of price increases; on the one hand, they continue to launch promotional "fighters" in major online channels. The result of this is that offline merchants have high prices on the goods, but it is not long before the major brands are fighting again, and the online and offline price reductions hurt the hearts of the previous merchants.

Many air-conditioning merchants' biggest criticism of brand manufacturers is "why don't you raise the price of the online platform first?" "Home appliance people" in the Jingdong mall compared prices found that in fact, the price of many brands of air conditioning online is not very low, but some brands of air conditioning prices are indeed not high.

Through the above price comparison, we found that the 1.5-horse first-class energy efficiency of Gree air conditioner is 2999 yuan, which is 400 yuan higher than the low price of 2599 yuan in 2020, and the 1.5-horsepower first-class energy efficiency of midea air conditioner is 2699 yuan, which is 300 yuan higher than the low price of 2399 yuan in 2020. However, the price of Hualing air conditioner 1.5 horsepower first-class energy efficiency under mid-term group is now only 2369 yuan, even 30 yuan lower than Xiaomi's 2399 yuan.

It can be seen from here that the ultimate purpose of the price increase of midea air conditioners is to pull the price of air conditioners of the Midea brand upwards, and the price of Hualing air conditioners will continue to go down. In order to achieve brand positioning differentiation, midea's brand pricing is closer to Gree, and Hualing's air conditioning pricing is similar to Xiaomi's air conditioning. One high and one low misalignment operation, the United States air conditioning earns profits, and Hualing air conditioning occupies the market.

However, market competition is cruel, often the ideal is very full, the reality is very bone. If the price of the Midea air conditioner hangs up by 200-900 yuan this time, and the price of Gree air conditioner remains unchanged, the price of the US air conditioner is almost the same as the price of Gree air conditioner. At the same price, Midea air conditioners need more courage and greater determination to beat Gree air conditioners.

"Home appliance people" believe that the reasonable pricing of air conditioning products is conducive to the healthy development of the industry, but the price increase requires a tacit understanding between major brands, and online and offline prices must be increased synchronously, otherwise the price increase of any brand is short-lived, and even the farce of today's price increase and tomorrow's price reduction will evolve into the old drama of "trapping" dealers.

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