June China Air Conditioning Market Analysis Report

In June 2013, a total of 1,805 commercial products were sold in the air-conditioning market in China, which belonged to 24 major manufacturers. The pattern of brand awareness changed significantly this month, and the share of attention of Hisense, Galanz, and Kelon has increased. In terms of product attention, the proportion of energy efficiency products of Class 1 and 2 products continued to rise due to the impact of new standards for air conditioning energy efficiency. At the same time, the focus of consumers' attention began to shift to the 2001-3000 price segment.

Report Highlights • Brand Concern: Gree continues to lead the air-conditioning market and Hisense ranked among the top three players in this month.

• Product model structure: Gree KFR-35GW/(35556) FNDe-3 is the most concerned.

• Variable frequency/fixed frequency structure: Concern for variable frequency air conditioners continued to decline this month at 64.2%.

• Product type structure: Wall-mounted air conditioners account for nearly 80% of the total, reaching 79.5%.

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

• Type of cold and warm structure: This month, warm and cold air conditioners account for nearly 90% of market share.

• Product energy efficiency structure: The proportion of attention on energy efficiency of Class 1 and 2 has further increased this month.

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

• Analysis of mainstream manufacturers: Gree and Haier have more than two hundred products.

First, the brand attention pattern • Gree continues to lead the market, Hisense is among the top three

In June 2013, China's air-conditioning market, the brand's attention to changes in the pattern is relatively large, in which Gree's reelection brand is concerned about the championship, but the concern has declined, this month was 35.0%, down 10.7% from May. It is noteworthy that this month, Hisense ranked among the top three players and ranked second in the rankings. Its attention ratio rose sharply, reaching 11.0%, up 6.7% from the previous month. Haier dropped to the third place of the month. The ratio of concern was 10.5%.

• Both Galanz and Kelon have increased their rankings

Except for the top three brands, the rest of the brands' attention ratio is below 10.0%. Different from May, this month, Galanz and Kelon’s attention rankings rose to fourth and fifth places, respectively, with 7.4% and 4.7% respectively.

Second, the product focus on the pattern (a) product concerned about the model • Gree KFR-35GW / (35556) FNDe-3 the most attention

In June 2013, in China's air conditioner market, Gree KFR-35GW/(35556)FNDe-3 replaced Gree KFR-35GW/(35570)FNBa-4 with a 4.1% interest rate to become the most popular air-conditioning product for consumers this month. The price of this wall-mounted, 1.5P inverter air conditioner was 3,399 yuan this month, unchanged from the previous month.

• Wall-mounted, inverter air conditioners are more concerned by consumers

The ten air-conditioning products with the highest proportion of concern this month belong to five brands, of which Gree has five products 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 eight, while the market price ranges from 2099 yuan to 4,665 yuan, the average selling price of 2876 yuan.

(II) Variable frequency/fixed frequency structure • Concern in frequency of inverter air conditioners continues to decline this month

In June 2013, in China's air-conditioning market, inverter air conditioners that were relatively energy-efficient and power-efficient still dominated the market. Its focus this month was 64.2%, which was a 2.3% drop from the previous month, but it was still far higher than that of fixed-frequency air conditioners. 35.8%.

(III) Structure of Product Types • Concern for wall-mounted air conditioners accounts for nearly 80%

Judging from the type of products, in June 2013, the proportion of wall-mounted products in China’s air-conditioning market continued to rise, reaching 79.5% this month, up 3.4% from May. The relatively large proportion of close-in cabinet air conditioning products is relatively small, only about 20%, which is 20.2%. Wall-mounted air conditioners generally occupy a small space and have a low noise. They are easier to match with interior decoration. They are usually used in relatively small spaces such as bedrooms and dens, and are more suitable for mainstream masses.

(D) Product power structure • The number of air conditioners that are most concerned by consumers is still 1.5P

In June 2013, the number of air-conditioning horses most concerned by consumers in the air-conditioning market in China was still at 1.5P, and its concern ratio continued to rise this month, reaching 32.3%, up 1.7% from May. In addition, there are large 1.5P, 1P, and 2P products for air-conditioning horses with a ratio of more than 10.0%. The proportions of attention are 13.5%, 11.1%, and 10.5%, respectively, which are more concerned by consumers.

(V) Structure of cooling and heating type

From the aspect of product cooling and heating type, the share of concern for air-conditioning in China's air-conditioning market this month was further concentrated from last month, reaching 87.5%, up 1.5% from the previous month, far higher than the cold and warm electric auxiliary and single cold type. 6.8% and 5.7% of the product.

(6) Energy efficiency structure of products • The proportion of attention on energy efficiency of Class 1 and 2 has further increased

In June 2013, in China's air-conditioning market, due to the impact of new standards for air-conditioning energy efficiency, the attention ratio of energy efficiency products of Levels 1 and 2 of this month continued to rise, reaching 9.6% and 34.2%, up 1.5% and 3.4% respectively from May. . Grade 3 energy efficiency products are centered on energy-saving performance and product prices, and therefore are more concerned by consumers. The focus of attention this month is 49.8%.

The proportion of concern for Grade 4 and 5 energy efficiency products continued to decline. This month's cumulative total was only 6.4%, which was a drop of 3.2% from the previous month.

(VII) Structure of the price segment • The distribution of attention in the price segment showed an inverted V type

In June 2013, on the Chinese air-conditioning market, the proportion of attention in various price segments was “inverted”. Among them, this month’s 2001-3000 yuan replaced the 3001-4000 yuan with a ratio of 32.3%, becoming the most popular among consumers. In the price segment, 3001-4000 yuan fell to the second place, and the proportion of attention was 26.6%.

In addition, there are still 400-1,000 yuan, 2,000 yuan, and 6001-10000 yuan in the price segment with more than 10.0% attention, which are 16.2%, 11.2%, and 10.4% respectively.

III. Analysis of Mainstream Manufacturers (1) Product Quantity Structure • Gree and Haier have over 200 products

According to the data of ZDC, in June 2013, among the top five brands in China's air-conditioning market, Haier and Gree’s number of products were more than 200, which were 284 and 237 respectively; the number of Kelon and Hisense products was also In more than 100 models, there were 150 models and 128 models respectively; Galanz had the lowest number of products, with 92 models.

(II) Energy efficiency structure of Class 1 and 2 • The highest proportion of energy efficiency products of Galanz's Class 1 and Class 2 products
Comparing the number of energy efficiency products of Class 1 and Class 2 of each brand, we can see that in the five major air-conditioning brands, the number of energy efficiency products of Galanz 1 is relatively highest, accounting for 39.1%; and the number of energy efficiency products of Haier Class 2 is the largest proportion. Relatively high, reaching 8.1%.

( III) Comparison of single item attention rate • Gree’s highest single item attention rate

From the perspective of individual brands' attention rate, in June 2013, Gree’s single product attention rate was still relatively highest, reaching 0.15%, which also showed Gree’s relatively good brand competitiveness in the air-conditioning market. Hisense and Galanz's single product attention rate is not much difference, respectively 0.09% and 0.08%, the brand is quite competitive. Haier and Kelon's single product attention rate is slightly inferior.