Air conditioning has become the same as mobile phones, WiFi, is everyone can not and do not want to lack, when the cold wind of the winter and the scorching sun in the summer, the importance of air conditioning is not to emphasize, the temperature of more than 38 degrees can only stay under the air conditioning for a day, go out for a while can immediately "die". In the winter, the north has heating to be fine, and if the south sleeps without air conditioning, it feels like it is in an ice cellar.
Air conditioning market in China
Since air conditioning is so important to us, what does China's air conditioning market look like? Unconsciously, the domestic air conditioning industry market has been developed for more than thirty years, these thirty years, the development of the air conditioning industry can be described as smooth sailing, but with the intermittent epidemic, China's economic development has been greatly restricted, the income of the people has decreased, the replacement of air conditioning has also been shelved, the market in all walks of life has been in trouble, especially in the past two years, the real estate market downturn, resulting in the air conditioning market has been in a downward crisis.
According to the 2020 market survey, the sales scale of the air conditioning market in 2020 fell by 14.8%, and the sales amount fell by 21.9%. The 2021 market research report is not yet out, but expectations should not be ideal.
In the mainland air conditioning market, those brands are more important, of course, Midea, Gree and Haier, which divide more than 80% of China's market share. As a pioneer in China's air-conditioning industry, all three have obvious places that attract consumers, and there are also many loyal users.
Dong Mingzhu and Gree
In the early years, Gree was the leader of China's air-conditioning industry, with a market share of 50% at one time, and some declines in recent years, but the market share is still very sufficient. Gree headquarters in zhuhai, the mainland, Zhuhai is the mainland's special economic zone, the city's per capita economy is very high, the high-end talent attraction is very large, Gree as a home appliance company, air conditioning business is his business, its business share accounts for about 60% of the company's total share, in addition to this also involves refrigerators, water heaters and other life appliances business, in 1996 in Shenzhen listed, it can be said that China listed earlier company, Gree brand management and advertising has been doing very well, Gree's advertising slogan should still have some impressions on many people.
And Dong Mingzhu can be said to be more famous than Gree, on Douyin, Dong Mingzhu in order to pursue the future development of the company, for employees to increase salaries and other things have repeatedly angered shareholders.
Competing with beauty, why did Gree lose?
Gree lost the reason is largely because of the failure of Gree diversified development, in recent years Gree continues to carry out other business, but has repeatedly failed, in 2020, according to Midea's data, Midea last year to achieve sales revenue of 285.7 billion yuan, more than Gree, but the United States this time more than Gree, not because of the diversity of Midea products, because in the field of air conditioning, Midea also has the opportunity to catch up with Gree, although in this market in China, Midea has not been able to surpass Gree, However, the growth of Gree is obviously weak, and the share of China and the United States in the foreign sales market is about twice that of Gree, and the gap is still very large. Midea's marketing ability and level are constantly improving, and Gree should recognize the shortcomings as soon as possible and adjust them.
summary
Everything and development is changing, but the pursuit of diversified development path to take the right, to take their own understanding of the road, on the United States to diversify their own development into the field of home appliances, this initiative is undoubtedly successful. Although the marketing revenue of Gree is surpassed by the United States, the quality of Gree air conditioners is still very good.