August China Air Conditioning Market Analysis Report

From the perspective of brand awareness, Gree, Hisense and Haier kept the top three positions of the brand watch list this month, and Galanz led many second-hand brands. In terms of product attention, wall-mounted inverter air conditioners continue to receive the attention of consumers. At the same time, the attention ratio of the Class 1 and 2 energy efficiency products continues to rise.

Report Highlights • Brand Focus: The top three brand positions remain unchanged, and Galanz leads the second camp.

• Product model structure: Gree KFR-23GW/(23570) Aa-2 is of the greatest concern.

• Frequency conversion/fixed frequency structure: The frequency of attention for inverter air conditioners rose slightly this month, reaching 61.6%.

• Product type structure: The closet air conditioners accounted for nearly 1/4 of the month's attention, which was 23.3%.

• Product power structure: The number of air conditioners most concerned by consumers is still 1.5P.

• Type structure of cold and warm: Cold and warm type air conditioner occupies a dominant position in the market, focusing on the ratio of 88.4%.

• Product energy efficiency structure: The proportion of energy efficiency concerns of Level 1 and 2 continues to rise.

• Structure of price segment: The distribution of attention ratio in each price segment is “inverted V”.

• Analysis of mainstream manufacturers: Haier has the largest number of products, and Gree has the highest single product concern rate.

First, the brand attention pattern • The position of the top three brands remained unchanged In August 2013, Gree, Hisense and Haier maintained the top three positions in the Chinese air conditioner market, and the cumulative attention rate reached 54.8%. Among them, Gree is still concerned about brand championships, concern this month was 32.7%, down 1.7% compared to July; Hisense settled this month runner-up, concerned about the proportion of 12.8%, up 2.5% from the previous month; Haier is the third runner-up The position remains unchanged, and the proportion of attention is 9.3%, with a slight decline from the previous month.

• Galanz leads the second camp of the air conditioning market. In addition to the top three brands of the first camp, Galanz continues to lead the second camp. It can be found that the proportion of the attention of the various brands in the second camp is the same, and the attention to the rankings is relatively large and the market competition is fierce. Among them, the rankings of Daikin, Kelon and Midea have risen this month. At the same time, the rankings of Chigo and TCL have fallen.

II. Product Focus (1) Product Focus • Gree KFR-23GW/(23570) Aa-2 is most concerned August 2013, China's air conditioner market, Gree KFR-23GW/(23570) Aa-2 to 3.9% The ratio of attention has continued to be the most popular air-conditioning product for consumers this month. This wall-mounted, small 1.0P fixed-frequency air conditioner sold for 2,350 yuan this month, which was the same as last month. It was also the lowest quoted air conditioner in the list. product.

• The average price of the listed products was 3,361 yuan. The top ten air-conditioning products with the highest percentage of concern this month belong to five brands, of which Gree has five products on the list, and the product has obvious advantages. It can be found that these ten products are all wall-mounted air conditioners, and inverter air conditioners are mostly, reaching nine models, the market price ranges from 2350 yuan to 4799 yuan, the average price is 3361 yuan.

II. Product Focus (1) Product Focus • Gree KFR-23GW/(23570) Aa-2 is most concerned August 2013, China's air conditioner market, Gree KFR-23GW/(23570) Aa-2 to 3.9% The ratio of attention has continued to be the most popular air-conditioning product for consumers this month. This wall-mounted, small 1.0P fixed-frequency air conditioner sold for 2,350 yuan this month, which was the same as last month. It was also the lowest quoted air conditioner in the list. product.

• The average price of the listed products was 3,361 yuan. The top ten air-conditioning products with the highest percentage of concern this month belong to five brands, of which Gree has five products on the list, and the product has obvious advantages. It can be found that these ten products are all wall-mounted air conditioners, and inverter air conditioners are mostly, reaching nine models, the market price ranges from 2350 yuan to 4799 yuan, the average price is 3361 yuan.

(II) Variable frequency/fixed frequency structure • The proportion of inverter air conditioners rose slightly this month In August 2013, in China's air conditioner market, inverter air conditioners with relatively energy saving and energy saving still occupy the mainstream of the market, and the proportion of attention this month is 61.6%. Compared with July, it rose by 0.2%. Compared with 38.4% of fixed-frequency air conditioners, it has a certain market advantage.

August 2013 China Air Conditioning Market Analysis Report (III) Product Type Structure • Concern for closet air conditioners accounted for nearly 1/4 of this month

In terms of product types, in August 2013, in China’s air-conditioning market, wall-hanging products with a small footprint, low noise, and easy interior decoration still occupied the mainstream of the market. This month, the proportion of attention was 76.4%, but 7 There was a slight decline in the month. The relatively large proportion of close-in cabinet air-conditioner products is relatively low, at 23.3%, which is an increase of 1.5% from the previous month.

August 2013 China Air Conditioning Market Analysis Report (IV) Power Structure of Products • The number of air conditioners most concerned about this month is still 1.5P

In August 2013, the number of air-conditioner horses most concerned by consumers in the air-conditioning market in China remained at 1.5P, and its concern this month was 31.1%, up 0.9% from the previous month. In addition, attention is paid to the proportion of air-conditioning horses with a ratio of more than 10.0%. There are large 1.5P and 2P products, and the attention ratios are 14.5% and 12.1%, respectively, which are more concerned by consumers.

August 2013 China Air-Conditioning Market Analysis Report (V) Type Structure of Cooling and Heating • Air-cooled air-conditioner occupies a dominant position in the market From the perspective of the types of product cooling and heating, air-conditioners still dominate the market in China's air-conditioning market this month. Up to 88.4%, far higher than 7.5% and 4.1% of cold and warm electric auxiliary and single cold type products.

August 2013 China Air Conditioning Market Analysis Report (VI) Energy efficiency structure of products • Concentration of energy efficiency concerns of Class 1 and 2 continued to rise Due to the impact of new standards for air conditioning energy efficiency, in August 2013, Class 1 and Class 2 energy efficiency in China's air conditioning market. The proportion of products concerned continued to rise, accumulatively reaching 49.6%, up 2.2% from July, and basically reaching half of the overall figure. Grade 3 energy efficiency products are centered on energy-saving performance and product prices, so they are most concerned by consumers. The focus this month is 45.6%.

The proportion of attention for Grade 4 and 5 energy efficiency products continued to decline, with a cumulative total of only 4.8% this month.

August 2013 China Air Conditioning Market Analysis Report (VII) Structure of Price Segments • The distribution of attention ratios in each price segment was “inverted V” In August 2013, the proportion of attention in various price segments was “inverted” in the Chinese air conditioner market. "Type", of which, the monthly interest rate of 2001-3000 yuan with 32.0% continues to be the price segment most concerned by consumers, with 3001-4000 yuan ranked second, with a focus on 24.4%.

In addition, there are 4001-6000 yuan and 6001-10000 yuan, 17.7% and 12.3%, respectively, in the price segment with more than 10.0% attention.

III. Analysis of Mainstream Manufacturers (1) Product Quantity Structure • The number of Haier products is relatively the most According to the ZDC data, in August 2013, of the top five brands in the Chinese air-conditioning market, Haier and Gree’s products were in two hundred. Above, among them, Haier is the most, reaching 285 models; Gree is second, and the number of products is 249 models. Hisense, Galanz, and Daikin have a relatively small number of products, which are 132, 97, and 96 respectively.

August 2013 China Air-Conditioning Market Analysis Report (II) Comparison of Single-Item Concern Rate • Gree's Single Item Concern Rate Relatively High From the standpoint of single-brand attention rate of each brand, in August 2013, Gree’s single product attention rate was still relatively The highest, reaching 0.13%, which also shows Gree's relatively good brand competitiveness in the air-conditioning market; Hisense followed, the single product attention rate was 0.10%; Glanz and Daikin single product attention rate is not much difference, the brand is quite competitive. Due to the relatively large number of products, Haier's single product attention rate is slightly inferior.

(Note: The single product attention rate = the ratio of a brand concerned / the number of commercial products of the brand * 100%, the single product attention rate reflects the average competitiveness of a brand's products.)

August 2013 China Air Conditioning Market Analysis Report (Figure) August 2013 China's air conditioning market mainstream brands single product attention rate Comparison and summary: Overall, this month's air conditioning market changes little, it is worth noting that energy efficiency in the structure of attention In terms of energy efficiency, Levels 1 and 2 have always maintained a trend of higher prices. Although there are policy reasons, they also reflect the fact that with the improvement of living standards, the general consumer awareness of energy conservation and environmental protection is gradually increasing.