Air conditioning in China's home appliance industry for many years has been a "unique and unique", this "unique" in addition to the sale of products also need important installation links, as well as the market pattern is also unique, that is, Gree, Midea and Haier three dominate the world, the latecomers are silent.
"Home appliance people" focus on the home appliance industry for more than 20 years, if someone now asks about the air conditioning industry after the top three, the second echelon of who is the boss of the question, this is really difficult to answer for a while.
Who is the boss of the second echelon of air conditioners? Hisense? Ox? I believe that a data company will have an answer to this question, the main reason is that Gree, Midea and Haier three market share is too "monopoly", the latecomers small brothers compete for food, this year you eat more bites, next year you eat less, regardless of the overall situation changes, so few people pay attention to the second echelon who is the boss.
The dominance of China's air-conditioning industry has been maintained for many years, and the concentration has further increased in the past two years. According to the data analysis of the National Bureau of Statistics, in 2021, the three giants of China's national air conditioners Gree, Midea and Haier accounted for 71.9% of the entire market. From 2020 to 2021, the number of traditional stores dropped from 6189 to 4517, down 27% year-on-year; while the 21635 sunken stores became 34184, up 37% year-on-year.
Data from Aowei Cloud Network shows that in 2021, the sum of the online sales of Gree, Midea and Haier will be 66.64%, and the sum of offline sales will be 81.87%. Offline, the sum of the market share of hisense, Whirlpool, Changhong, TCL and other 7 other companies is only equal to that of Haier. It can be seen that the top three air conditioners are in an absolute right to speak in terms of market share, and the second echelon of brand expansion space is unlimited, but the operating pressure is great.
So who is the boss of the second echelon? Judging from the accumulation of Aowei's 2021 data, only Hisense and Oaks have a fight.
Hisense is stronger than offline channels, accounting for 6.49% of the offline market and 2.26% of the online market, a total of 8.75%; Oaks is stronger than online, accounting for 7.79% of the online market and 0.68% of the offline, a total of 8.47%. It can be seen that for a brand of Hisense alone, Hisense and Oaks account for an equal proportion of the market, and if Kelong is also included in the Hisense system, the proportion of Hisense system is higher than that of Oaks.
Hisense air conditioner was established in 1996, has a history of 26 years, if you count the history of its Kelong in 1984 to build a factory, Hisense air conditioning has a history of 38 years. This is a "veteran" in China's air-conditioning industry, to know that Gree Electric Appliances was established in 1991, and Midea air conditioners were built in 1985. Hisense air conditioner is also the earliest to insist on promoting the brand of inverter air conditioner, think of the hisense "inverter expert" publicity of the household name, but unfortunately later when the real inverter air conditioner is popular, Hisense air conditioner not only did not continue to lead the market, but was left behind by Brands such as Gree and Midea, why? It is worth thinking about every home appliance manager.
From the comparison of sales data in 2021, we can see that China's air-conditioning industry is the top three, the gap between other brands is obvious, and the gap between rich and poor is huge. The above chart only shows the top ten brands sold, followed by nearly 100 brands that are not on the list. In 2022, although the air conditioning market is likely to bottom out, it will be a difficult year for brands that are in the second and third tiers or even not in the ranking, and even for individual brands, it will be a year of life and death.
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