As the end of February approaches, the festive atmosphere in the island city remains vibrant. Recently, reporters visited major commercial areas and found that leading electronics retailers have already begun to ramp up their promotional activities, signaling an early start to the air conditioning season. Unlike previous years when promotions typically kicked off in March, this year's campaign has started nearly a month earlier, with merchants like Liqun, Suning, and Gome launching aggressive marketing strategies to capture consumer interest.
The early promotion is driven by several factors. With summer fast approaching, many consumers are looking to purchase air conditioners ahead of time to avoid the busy installation season. This trend has encouraged merchants to launch campaigns earlier than usual. "In previous years, we usually started promotions in March, but this year, we’ve moved it up to early March," said Mr. Yin from Taitung Liqun. He explained that last year’s strong sales performance motivated brands to extend their promotional periods and maintain momentum into 2018.
At various stores across the island, customers can enjoy a wide range of offers. For example, some models come with free installation, one-year replacement guarantees, and even luxury gifts worth over 2,999 yuan. In one shopping mall, buyers could receive a high-value gift for purchasing a specific air conditioner, while another store offered a prepayment deal where customers could get up to 2,000 yuan back. These incentives are designed to attract price-sensitive shoppers and encourage early purchases.
Beyond just price, consumers are increasingly looking for smart, energy-efficient, and stylish options. Modern air conditioners now come in a variety of designs—some with sleek "small waist" profiles, others with color options, smart control features, and even air purification capabilities. According to a sales representative at a large supermarket on Yanji Road, these innovations are helping to meet diverse consumer needs. “Our units support remote control via smartphone and offer a near-silent operation,†she said.
When asked about what they value most, 10 randomly interviewed shoppers highlighted energy efficiency, environmental friendliness, and comfort as top priorities. The market itself reflects this trend, with a mix of local and international brands. Haier and Hisense, two dominant local brands, hold a significant 70% share of the market, followed by Gree and Midea, which together account for around 10%. Other brands like Changhong and Mitsubishi also compete for a portion of the market.
According to Mr. Yin, foreign brands have become more active in the local market, increasing their promotional efforts and expanding their presence. As competition intensifies, both domestic and international players are striving to win customer loyalty through innovation, service, and affordability. With the air conditioning season starting earlier than ever, it seems that the race for market share has already begun.
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