[Secret Home News]As the first large-scale promotion event after the epidemic, 618 has attracted much attention from home appliance brands, and they all hope to achieve ideal results in sales. Judging from the report cards handed over by the entire home appliance field, the air-conditioning field has become one of the few bright spots in the home appliance market. According to data from Aowei Cloud Network, the omni-channel retail sales of air conditioners during June 18, 2023 were 11.95 million units, a year-on-year increase of 35.9%, and sales were 41.1 billion yuan, a year-on-year increase of 38.0%.
The reason why the air-conditioning industry is able to show strong growth capacity is attributed to two reasons: First, as the temperature gradually rises, demand rises. Air-conditioning sales have always had a strong “weather-dependent” attribute, and the early arrival of high-temperature weather this year has undoubtedly stimulated demand for air-conditioning, thus driving up air-conditioning sales; second, the platform subsidies are strong enough. Judging from JD.com’s tens of billions of subsidies for air conditioners, leading brands such as Midea, Gree, and Haier are among them, which inevitably arouses some consumers’ desire to buy.
In addition, through this 618 promotion, Zhai Mi also saw two changes in the air-conditioning industry: First, energy saving is still a “rigorous need.” According to data from Aowei Cloud Network, during the 618 period this year, the retail sales of first-class energy-efficiency products accounted for 79.1% online and more than 86% offline. It can be seen that users are more concerned about energy-saving and power-saving high-energy-efficiency products.
Secondly, low prices are not a “weapon” to impress consumers. In the past few years, price wars have come one after another in the field of home appliances, and the field of air conditioners cannot be avoided. However, judging from the 618 period this year, the air conditioner industry did not “exchange price for volume”, and even the average price showed a certain degree of decline. rise. According to data from Aowei Cloud, the average online price of air conditioners during June 18 increased by 3.6% year-on-year, and the average offline price increased by 3.9% year-on-year.
Therefore, it is not difficult to see that the air-conditioning industry has experienced several years of “low-price” competition, which not only failed to awaken consumers' demand for replacement, but also put many brands in a situation of “losing money and making money”. Nowadays, the average price of major sales has increased, combined with the continued increase in attention to first-class energy-efficiency products. In the future, the air-conditioning industry may break away from the “price war” and return to orderly value competition.
With the end of June 18, the first half of 2023 is coming to an end for the air-conditioning industry. Combined with the continuation of the current high temperature weather, the air-conditioning industry has the opportunity to continue its strong performance during June 18. Therefore, if brands want to achieve better results in the future, they should change the long-standing thinking of “exchanging price for volume” and create better quality and energy-efficient products to have a better chance of achieving breakthroughs.
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