In 2012, the air-conditioning market experienced a sharp decline. In the first three quarters, air-conditioning retail channels sold a total of 27.77 million units, with sales of 91.3 billion yuan, down 13.3% and 9% from the same period last year. According to the report, the decline in the first quarter was the largest, with retail sales falling 29.4% year-on-year and retail sales falling 23.7% year-on-year. Since then, the market's decline has gradually narrowed and it has been positive in the third quarter. However, the National Day market, which was hoped for, failed to continue its upward trend. It is expected that air-conditioner sales will fall by 10.5% and sales value will drop by 6.4% throughout 2012.
Analysts said that in recent years, the air-conditioning market has become particularly deserted due to factors such as the strict regulation of the real estate market and the relatively cool summer rain. At the same time, the inventory in the air-conditioning market remained high, and some companies even had more than 10 million inventories.
In addition, e-commerce channels have had an impact on offline sales. Data show that the retail sales of the air-conditioning market declined by 9% year-on-year in the first three quarters, while the growth of e-commerce channels during the same period was above 100%. "The effect of online promotions is immediate. Taking air conditioners as an example, in early May, Haier, Midea, and TCL jointly launched the Tmall '10000 group' campaign, and the sales share of the three companies in the month increased more than twice as much as in April." Analysts said.
However, the industry is optimistic about the market recovery next year. The Zhongkang Report predicts that in 2012, the air-conditioning market will have obvious signs of recovery due to factors such as low air-conditioning market operation, gradual recovery of commercial real estate and large-scale completion of affordable housing in 2012. The estimated retail volume is up to 36.2 million units. , an increase of 8.3% year-on-year, retail sales of 124.5 billion yuan, an increase of 11.2%. In terms of product structure, frequency conversion products will account for 59% and 67% of overall sales and sales, respectively.
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