According to the online and offline statistics of Zhongyikang, from January to March 2022, the growth rate of the entire air-conditioning offline and online markets was -19% and online -17%, respectively, which is still in a downturn. Even if it is difficult, there is still such a type of air conditioner that sells well, that is, healthy sterilization air conditioner.
With the recent rise in temperature, Ms. Wen of Jinan plans to add a new air conditioner to her home. But after a long time, either the function is not what she wants, or the design is not liked, but Haier's sterilization air conditioner made her heart moved. Ms. Wen said that many of the electrical appliances in the home are Haier's, and sure enough, Haier's products are the most satisfactory to her, this air conditioner has both appearance and sterilization, which is very in line with the family's demand for healthy air.
Users like Ms. Wen who choose Haier sterilization air conditioners are not a minority. According to the statistics of Zhongyikang, in the first quarter of 2022, the retail volume and retail sales share of Haier sterilization air conditioners reached 57.4% and 53.2% respectively. Affected by this, the overall share of Haier air conditioning in the first quarter increased by 24%, and the direct sales channel increased by 38%. During the Haier Healthy Air Conditioning Festival, the overall share of Haier air conditioners also increased by 27%, and the retail sales of home appliances increased by 155%.
The industry is down, but Haier air conditioning can rise. Such a result inevitably makes people wonder, what is the growth momentum of Haier air conditioning? Judging from its market performance, the answer may be to meet people's healthy breathing needs.
Technology-driven, providing users with new options for healthy breathing
In the current prevention and control background, whether you want to upgrade home appliances, improve the quality of life or the needs of new home decoration, health, high-end and other categories of home appliances have become the favorite of many users. As an air steward at home, a healthy air conditioner with functions, appearance, experience and service has become the preference of consumers.
So, how to choose the healthy air conditioner on the market? In fact, choosing a healthy air conditioner is not as good as choosing scientific and technological strength. Take the newly launched Haier washing air conditioner on the Haier Health Air Conditioning Festival, with continuous scientific and technological innovation, it can integrate 8 functions of air conditioner, purifier, humidifier, fresh machine, disinfection machine, dehumidifier, fresh air fan, and aromatherapy machine, multi-dimensional solution to air problems, in stark contrast with the single function of healthy air conditioning on the market, and is loved by users.
In addition to making the air fresher, Haier washing air conditioner is also equipped with the industry's first sterilization cabin technology, which carries out triple antibacterial resistance of water (self-cleaning), fire (drawing on high-temperature pasteurization process), electricity (bipolar ionization / UVC ultraviolet sterilization), achieving a 99.9% air sterilization rate, sterilization is more thorough, and adding another guarantee for users' healthy breathing.
Based on the attractiveness of product technology, Haier's sterilization cabin series products such as washing air conditioners have caused great repercussions in the market as soon as they are launched, becoming explosive models. During the Health Air Conditioning Festival, Haier's sterile chamber series product share reached 19.2%, and sales exceeded 180,000 sets.
In the lane change scenario, the market share grows against the trend and blossoms at multiple points
When the industry is down, what does Haier air conditioner rely on to turn over? By scene. Substituting cold technology into real life scenes and improving the quality of life of users is the original intention of Haier air conditioning power scene technology. When the user is in the smart bedroom scene, Haier air conditioner can provide three major scenarios of sleep assistance before going to bed, sleep care, smart wake-up, and a full-cycle service that automatically pushes sleep reports after waking up, protects the whole night of sleep, and greatly enhances the user's sleep experience.
Users' reactions to Haier's air conditioning lane change scene are intuitively reflected in the market data. Judging from the latest weekly data, Haier air conditioning performed well, with a share of more than 20% in the 13th and 14th weeks. From the annual data, the share reached 19.4%, an increase of 13.5% year-on-year.
In addition to the scene solution, Haier air conditioning has also found a new growth point in the health high-end, with a high-end share of 23.6%. In this way, in order to obtain user recognition, in addition to excellent product strength, it is also necessary to have accurate insight into consumer demand, and the eye-catching achievements of Haier air conditioners are due to the capture of these two points.