In the first half of 2023, driven by a number of favorable benefits such as consumption recovery, real estate completion recovery, and corporate promotional activities, the market performance has been good, and in the mid-year shopping ceremony 618, the performance of the air conditioning category is even more striking, and the scale of air conditioning increased by 90.2% during the 618 pre-sale period, far exceeding the refrigerator, washing machine and other home appliance categories, and the leading degree can be called unique. With the end of 618, the heat of the air conditioning market is still unabated, and under the recent stimulation of high temperatures in many places, the rigidity of demand for air conditioners has been strengthened, and consumers' enthusiasm for purchasing air conditioning products has not decreased.
In the focus track of fierce competition in the industry, Midea air conditioners still maintain a good leading position: omni-channel high-end new products Midea's fresh air machine, Midea's kitchen cooling kitchen air conditioner, and ideal home three-generation central air conditioner all continue to lead in sales at the same price; Online Pimpei's cool power-saving air conditioner and Midea's quiet fresh air conditioner have won the top sales list of major e-commerce platforms, showing a good momentum.
As a global brand actively deploying overseas markets, Midea's air conditioner has also performed well in overseas this year, not only soaring in sales, but also successively won the best air conditioning awards issued by foreign authoritative media such as Consumer Reports, CNET, PC Mag, etc., and won special reports and high praise from the Wall Street Journal, interpreting the scientific and technological power of Chinese brands in overseas markets and leading Chinese brands to climb up the global value chain.
The production and sales market is two liters of temperature, and the air conditioning category ranges from 618 fire to midsummer
The arrival of high temperatures in many places set off the prelude to the peak season of air conditioning, the help of various policies for consumption recovery, and the recovery of real estate completion led to the increase in demand for air conditioners, and under the blessing of multiple benefits, this year's 618 air conditioning category performed brilliantly, and a number of data hit a new high. According to data from Oviyun.com, the total sales volume of all channels in the air conditioning category increased by 35.9% year-on-year, of which the online growth rate was 49%; Omni-channel sales reached 41.1 billion yuan, a year-on-year increase of 38%, and a 54.4% increase in online sales
After the end of 618, air-conditioning companies have adjusted their production schedules to adapt to new sales demand, unlike the decline after the promotion of other categories, the popularity of the air-conditioning category has obviously not stopped. According to the latest production data of Oviyun.com, the total production of air conditioning enterprises in July was 14.83 million units, of which 10.52 million units were scheduled for domestic sales, a year-on-year increase of 30.9%, and 4.31 million units were exported, a year-on-year increase of 12.6%. The production and sales trend in July remained good, and the overall data continued to improve steadily. The air conditioning industry still maintained two heating up in the production and sales market after 618, and the sales heat was from 618 all the way to midsummer, and the market performance was extraordinary.
The domestic and foreign markets are soaring, and the high-light of Midea's air conditioning continues
In the highly competitive air conditioning track, Midea air conditioners still maintain a good market leading position as an industry leader. According to data from the third-party Oviyun.com, during the 618 period, the sales of Midea's air conditioning and household products increased by 9.4% year-on-year. Midea's central air conditioning omni-channel sales accounted for 50%+, and retail sales increased by 70%+ year-on-year. Midea's air conditioning products occupy the forefront of air conditioning category transactions in all channels. Among them, the proportion of sales during the period of high-end new product Midea fresh and clean air machine 618 ranked in the forefront of products of the same price; Midea's kitchen cool kitchen air conditioner 618 grew rapidly during the period, driving the industry to grow by 600%; The sales of the third generation of central air conditioners of Ideal Home are nearly 200 million; During the cool power-saving 618, it won the top 1 of the new product list of cabinet air conditioners on the Tmall platform; Net fresh air industry trend track fresh air air conditioner accounted for 6.18 opening red sales TOP1.
As a home appliance company with overseas strength, Midea's air conditioners are also constantly shining in the international market, echoing the rapid situation of the domestic market and achieving a double-line rush. The Wall Street Journal, one of the authoritative media in the global business and financial community, published a special report and commented that "window air conditioners have not changed much in this century before Midea air conditioners proposed innovative designs." Midea air conditioner wants to break the convention and reinvent window air conditioning, this blockbuster product shocked the industry", "a simple idea, but gave birth to the most radical and successful innovations, just like Apple's original iPhone, Tesla's Model S, and today's Midea U-shaped window air conditioner is also the same". The US authoritative consumer goods evaluation report media "Consumer Report" also rated Midea's U-shaped window air conditioner as the best window air conditioner TOP3 in 2023, and the technology evaluation media GadgetReview gave this product a high score of 91 and rated it as one of the best air conditioners. Midea's dual intelligent inverter portable air conditioner won the TOP3 Best Portable Air Conditioner selected by CNET, the eighth largest online media company in the world, and the Best Air Conditioner of the Year selected by PC Mag, a well-known technology media website. The high recognition of many authoritative media and well-known scientific and technological institutions fully demonstrates the leading strength of Midea air conditioners in the international market, allowing the world to see the power of Chinese brands behind innovation.
Accurate insight into user needs, Midea's new air conditioning series has a high reputation
Looking at the consumption data of the 618 air conditioning category, it is not difficult to find two important trends. On the one hand, consumers are paying more and more attention to the home environment, putting health and comfort in the first place, core needs such as comfortable air and soft wind air conditioning are still prominent, and health added values such as air health solutions and sterilization are more influential in consumer decisions. On the other hand, the differentiation of usage scenario requirements is more prominent, and the experience requirements of multiple machines are very different. Kitchen air conditioners, bedroom air conditioners and other new concept products have gradually been recognized by consumers and led the new consumption trend.
As a national brand that has been deeply engaged in the industry for many years, Midea's product strategy has been accompanied by the continuous change and upgrading of users' air needs, from the first generation of air products (electric fans, the first generation of air conditioners) to today's whole house smart air solutions. Midea air conditioners continue to lead the whole house air with innovative technology, so that every family can enjoy a smart, comfortable and healthy life. Focusing on consumers' consumption trends in health comfort and demand differentiation, Midea Air Conditioner launched the All-season Home Central Air Conditioner Leader and Ideal Home series to explore unlimited comfort this year; The performance of the air conditioning module and the healthy air module is 1:1 professional integration to create a fresh and clean air machine with the beauty of a new species of air health; Strawberry Bear model, which links popular IP and protects the healing air conditioner series for a restful sleep, leads the unremitting pursuit of a smart and beautiful lifestyle for families, brings multi-dimensional upgrades to consumers' home experience, and also gains a high-quality reputation.
Midea's blockbuster new product this year, Midea's fresh air machine, subverts the traditional concept with scientific and technological upgrading, and integrates the performance of air conditioning module and healthy air module 1:1 through underlying architecture innovation, integrating the core functions of air conditioners, fresh fans, purifiers, disinfection machines, dehumidifiers and other air equipment, and coordinating a number of professional functions to easily meet users' needs for healthy air, greatly saving user operation time and space.
As a new species in the air conditioning industry, this new product that integrates the two core technologies of comfort and health directly faces the dual complex problems of air environment and scene crowd, innovatively explores the super ability of "traditional air conditioning" and the dimensional professionalism of "healthy air", breaks the pain points of traditional products, expands a new growth space for the industry, and opens up a differentiated path beyond traditional thinking.
Midea kitchen cool kitchen air conditioner is a focus on the kitchen life to create a new product, for the kitchen heavy oil smoke environmental characteristics, the outer panel using ABS oil-resistant material, the inside uses a special filter to efficiently intercept oil smoke, the internal machine's electric control board, copper pipe and other core components are treated with anti-oil, the whale suction filter cotton in the oil filter black magic box is the same material used to deal with international oil tanker leakage accidents, effectively improving the service life of the product. At the same time, the product is refrigerated by high-frequency and fast swing mode, providing surging cooling capacity without direct blowing, allowing users to enjoy a cool and comfortable kitchen environment.
Midea Air Conditioner's recently launched Healing Air Conditioner series - Strawberry Bear model has also been praised in the segment of sleep air conditioning. The design, personality and dreamy appearance of Disney's top IP provide a full sense of emotional healing. In terms of functional design, windless technology is used to soften the airflow, and intelligent voice operation is used to protect a comfortable sleep in summer.
Under the gratifying trend of the overall improvement of the industry, the air conditioning industry has performed extraordinary in the market this year, and Midea's air conditioning strength is still obvious, and the domestic and foreign markets have sung highly, and achieved the industry's remarkable results. As a home appliance giant deeply engaged in industry technology, Midea air conditioning is promoting China's evolution from the manufacturing center of the global air conditioning industry to the center of technological innovation, gradually establishing China's dominant position in the global air conditioning industry, and also has the world's leading industry discourse power in core technology fields and innovative product applications, with the leading scientific and technological strength of Chinese brands, to provide global users with a full dimension, smart and beautiful life concept, product customization and scene experience.
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