I want to raise the price! I'm going to raise prices too! Since the end of last year, some air conditioning brands have begun to create momentum to increase prices. However, a few months have passed, some brands are still the previous thunder and rain point small methods, the early price increase publicity shakes off the arms to shake the flag and shout, the late price increase is step by step, be careful!
"Home appliance people" have discussed the issue of who holds the pricing power of air conditioning prices in the early stage, and repeatedly pointed out that the pricing of a product is determined by market supply and demand, rather than what a brand can control. This is an iron law of the market economy, and whoever disobeys the challenge will be hit and bleed.
The price of air conditioners has not increased on the February line
It is precisely because the price is the key "robbery point" that leads to the whole body, so many air-conditioning brands have recently raised the price in addition to a few new models, and the price of e-commerce channels and "fighters" that impact opponents has not changed.
The following figure shows the price comparison of the Jingdong platform, Gree, Midea, Haier and Xiaomi air conditioners with half a month's time difference. The comparison model is a 1.5 hp new first-class energy-efficient inverter.
▲ Screenshot of JD.com on February 23, 2022
▲Screenshot of JD.com on February 8, 2022
From the above price comparison, the price of Gree Yunjia, Midea Fengku and Xiaomi Sleep has not changed, or 2999 yuan, 2799 yuan and 2399 yuan, and the price of Haier Jingyue has risen slightly by 30 yuan, from 2569 yuan to 2599 yuan. The prices of these products with the largest shipments in e-commerce channels have not changed significantly, which also determines that the price of offline channels cannot be excessively increased, otherwise the offline channels will "shut down" with a silent attitude, which is the antagonistic dilemma that every air conditioning brand does not want to see.
Midea's air conditioners will not be much to strive for
During this time, everyone is more concerned about the trend of the official flagship store of Midea air conditioning Pinduoduo, because Pinduoduo has a poor reputation in the minds of many people, one is because of the mixed fish and dragons of various brands on Pinduoduo, and some indiscriminate products have ruined the brand image of good reputation; second, the low price of Pinduoduo is also the focus of both love and hate of Midea's air conditioning offline dealers. Love its low price, is that you can sometimes speculate from the official store to order goods, hate its low price, is if offline consumers are on Pinduoduo, then how can their own store live?
For the Midea air conditioner stationed in Pinduoduo, "home appliance people" believe that the Midea air conditioner is only trying multiple display channels, although the shipment is its ultimate purpose, but it will never disrupt its entire price system at a low price, after all, even if it sells 10 billion yuan a year on Pinduoduo, it is also a small number for its large market.
This has also been verified in the recent action of Midea's air conditioners, and by comparing the price of JD.com, the price difference of the same number of products is minimal.
▲Screenshot of Pinduoduo on February 23, 2022
Although the United States is different in the main model of JD.com and Pinduoduo, the main functions are similar, and many times the difference is more about the appearance. From the above comparison, it can be seen that the price of Pinduoduo's 1.5-horsepower first-class energy efficiency and third-level energy efficiency is only 30 yuan cheaper than Jingdong. It can be seen that the Midea stationed in Pinduoduo will definitely not go to the shopping price.
There is no price increase for air conditioners in February, so will the price of air conditioners increase? "Home appliance people" believe that there are multiple reasons for the price increase of air conditioners in February, one is that it is about to go to the "10,000 empty alleys to grab air conditioners" promotion, the early market warm-up is not as good as before, and then the price increase is afraid of backfire; second, February is after all the off-season for air conditioning to start, and it has not yet reached the best time to increase prices. "Home appliance people" predict that if the raw materials for air conditioning are still at a high level before May, the best time for air conditioning prices to rise is before the peak season.