The traditional peak season air conditioning market has arrived, but under the influence of the continuous rise of raw materials and the repeated changes of the epidemic, the overall pressure on the industry has not eased. However, from the perspective of market demand, with the growth of residents' disposable income, the high-end health demand under consumption upgrading is accelerating, bringing positive transformation momentum and space to the industry. At this time, because of the concern for air quality and healthy living environment, fresh air conditioning has become popular against the trend, opening up a new track for the high-end upgrading of the industry.
Midea air conditioners, which take user needs as the cornerstone of innovation, have already comprehensively iterated a series of fresh air and windless air conditioning products to create a "completely different" fresh air experience for consumers. In the face of the launch of a new round of sales peak season market, Midea's air conditioning fresh air no sense series products have launched a "replacement repair" quality service, openly using quality to help high-end healthy consumption tide. It is reported that users who purchase designated models of products including but not limited to Midea's air conditioners, washing machines, refrigerators, water heaters, kitchen appliances and other major appliances, if the product fails within one year, they can enjoy the service rights of "replacing the repair", that is, directly replacing the new machine.
From the six-year warranty repair and ten-year warranty repair of air conditioning in that year, to the "replacement repair" of air conditioning today, in the view of the home appliance circle, this is not only a simple double upgrade of quality and service connotation, but also the responsibility and responsibility of enterprises facing the healthy development of the market and the protection of user interests. For users, this means that there is no worries about quality and service, further activate high-end consumer desire, and improve the quality of life; for the industry, this will be a new fulcrum to accelerate the popularization of consumption by leveraging the "fresh air without wind" and pressing the "shortcut key" of the growth rate of the high-end air conditioning market.
The sense of no wind equipped with "fresh air" is stronger: it is the inevitable upgrading of consumption
Looking at the air conditioning market last year and the first quarter of this year, the weight forward is still the main color of the industry. Aowei cloud network data show that in 2021, the annual retail sales of mainland air conditioners were 152.7 billion yuan, down 1.2% year-on-year, and the retail sales volume was 46.89 million units, down 8.7% year-on-year. Under the background of the double decline in volume, the fresh air conditioning market has sprung up. The data shows that in 2021, the retail sales of fresh air conditioners increased by 67.2% year-on-year, and the number of fresh air air conditioner models on sale exceeded 100.
Fresh air conditioning is favored, with the innovation of its function, to achieve the circulation between the room air and outdoor air, ventilation, as well as the role of purifying the air and keeping the indoor air fresh. From the microscopic level, fresh air conditioning has created a relatively safe and healthy breathing environment for users in the repeated anxiety of the epidemic; from the macro level, fresh air conditioning is in line with the changes in healthy and quality life needs. Before the fresh air conditioner, the healthy and comfortable air conditioning products represented by no wind and self-cleaning have become the standard of many high-end families that pursue quality life.
A number of survey data reflect the potential of China's high-quality consumer market: Hurun Report said that "the consumption scale of China's high-end market will increase by 2% to 1.73 trillion yuan in 2021"; the data of the American Express white paper shows that "the total number of high-net-worth individuals in Chinese mainland reached 2.2 million in 2020 and is expected to continue to grow at an average annual compound growth rate of about 10% until 2025".
This series of changes has long been captured by the keen Midea air conditioner in the process of direct user business change, and quickly meet the needs with innovative products: the wind whisperer series equipped with a double hybrid fresh air system, using independent high static pressure wind wheel technology, the outdoor fresh air source is inhaled into the room, injecting fresh air into the whole house with fresh air and new vitality; the fresh air conditioner is tailored for the audience who prefers fresh air, even if the window is not opened all night, the double hybrid fresh air system can always change the fresh air, bringing fresh air to the house... Fresh air conditioning has become a differentiated label for Midea's air conditioner in the competition of fresh air conditioning market.
On the one hand, the demand upgrading from mainstream consumer groups continues to be forced, and on the other hand, thanks to the innovation and leadership of industry leaders such as Midea in line with the trend, the windless air conditioner equipped with "fresh air" is entering the best era.
"Replacing the repair" leverages the quality crowd: industrial upgrading has found an inflection point
Compared with previous years, the biggest difference in this year's peak season air conditioning market is the disappearance of the "price war". Because the price of copper, steel, plastics and other bulk raw materials remains high, white goods products such as air conditioners have long been "rising". Since mid-March, air-conditioning companies have also successively adjusted the ex-factory price of products. In fact, this round of air conditioning price increases has been quietly opened since last year. According to the data of Aowei Cloud Network, the average price of China's air conditioning online market increased by 13.8% in 2021, and the average price of the offline market increased by 6.9%.
This also means that relying on low prices to drive sales is no longer feasible in the current market competition environment, and it is no longer the main means of competition for air-conditioning companies. So, how to leverage a larger stock in the volatile consumer market? The answer given by Midea air conditioner is that the fresh air no sense series of "replacement repair" quality service. It is understood that this activity covers midea air conditioning under the freshman Pro series cabinet, China Zun art cabinet, Wind Whisperer II series cabinet, Comfort Star SE series cabinet, as well as the freshman series hang-up, Wind Whisperer series hang-up and other high-end series of boutiques, from April this year to the end of the year, as long as the purchase of related products can enjoy the "replacement repair" service.
As we all know, with the real estate market regulation into a stable period, the user demand from the incremental market is difficult to open the follow-up incremental space of the home appliance industry, and the biggest growth pole of the current air conditioning market is in the replacement of the stock market. On the eve of the implementation of Midea's air conditioning "replacement repair" quality service, Midea launched a "green recycling action" for many categories such as its air conditioners, and activated the user renewal of the stock market with recycling subsidies. In the end, this also took the lead in the air conditioning market to open a round of quality, service and marketing "combination fist" for a variety of user needs.
Industry experts said that in the face of the upgrading of user quality needs, the air conditioning industry has basically completed a round of value reengineering of healthy and comfortable experiences such as "no wind feeling" and "fresh air" at the manufacturing end, especially through the early stage of consumer psychology cultivation, and now there is an urgent need for a tipping point for docking brands and end-user services.
Midea air conditioners took the lead in launching the service commitment of "replacing repairs" on the fresh air-free series of products, which just played this role. Through the most direct quality service commitment activities, Midea's air conditioners efficiently stimulate users' enthusiasm for upgrading consumption, open up brands, manufacturing and services, is a "reassuring pill" for terminal consumption, and is also an "accelerator" to accelerate the popularity of fresh air conditioning, driving the release of terminal market space.
On the surface, this is a midea air conditioning based on consumption upgrades under the service marketing activities, but in fact is based on the strength and creativity of enterprises in the dimensions of scientific and technological innovation, intelligent manufacturing and quality innovation, an active challenge for users, through the unexpected service quality commitment, intended to let more users dare to renew the "fresh wind and no wind" series of air conditioning products through "green recycling action", and enjoy quality life in advance.
"I have long been moved by the fresh air and no wind sense air conditioning, just in time to catch up with the wave of activities of the United States air conditioning, immediately changed the three air conditioners at home." It's cost-effective and reassuring! From the user's feelings, it is not difficult to find the evolution of their consumption mentality. With this as the fulcrum, Midea's air conditioning allows more "fresh air without wind" quality wind to blow into thousands of households, and it is also leveraging the "fresh air" channel with declining market growth and changeable demand, which is detonating a "small Yang Spring" in the air conditioning market.
====
Original articles in the home appliance circle, unauthorized reprinting is strictly prohibited, and violators will be investigated!
====