Every September, the air-conditioning industry enters a new cold year. However, before the advent of the strong sales period in the summer of the second year, the speed of production and sales of enterprises will usually slow down. The reporter’s interview revealed that during the off-season of the air-conditioning industry, the companies were busy with what they were doing.
Anti-season promotions Clearance Off-season promotions Discounts are not new to air-conditioning products. Liang Zhenpeng, an observer of home appliances, believes that the air-conditioning industry has new concepts every year, and the country always has new policies. It is necessary to clear the previous inventory before the onset of the new cold season.
Reporters recently found that in the market, Tongzhou District, a store in the United States and some models hit 10% discount, Oakes stores discounts are not uniform, some models minus 100-200 yuan, Gree's store discount is not obvious. Although the promotion rate is not large, but in the visit, the store and store promoters will introduce new products to reporters.
â– Expert Review offseason promotion with new product promotion. In this regard, Ovid Consulting believes that air-conditioning companies in the past to cut prices to clean up inventory, and then promote new products, is the traditional old-fashioned marketing thinking mode. This year, we will launch new products first, and increase the pricing of new products. The advantage of low price of old stocks will appear, and old stocks will be quickly digested. It can be said that it is a strategy of “two birds with one stoneâ€.
The new test market is not only the annual peak season, the company will move new products out of the table, the air-conditioning giants are busy season to promote new products. In the recent Canton Fair, Chigo launched a number of high-end energy-saving products. According to the person in charge of Zhigao's overseas marketing division, at the Canton Fair held last month, Chigo brought brand-new home air conditioners, central air conditioners, small appliances and refrigeration equipment. Whether it is the new type of home air conditioners, or DC inverter multi-connection of the central air-conditioning, or the main red wine cabinets of refrigeration equipment, or refrigerators of small household appliances, are all newly developed energy-saving environmentally friendly products.
There are also companies playing "warm winter card" to promote air-conditioning products. Oaks introduced the new generation of air conditioning thermal tyrants. Oaks introduced that such products have good heating performance, intelligent frost, and low-temperature startup, and they can be used even in cold regions of the Arctic, where temperatures are below -25°C for many years.
â– Experts comment A person in the air-conditioning industry told reporters that pushing new products in the off-season was a test of market reaction. If the market is hot, companies will increase their stocking. If the market is cold, companies will have sufficient time to adjust their product strategies.
The low-speed industrial upgrading off-season is also a good time for the industry to upgrade the industry. With the continuous development of energy conservation and emission reduction, the upgrading of air-conditioning energy-saving technologies has become the focus of industry attention. In the cold year of 2012, inverter air conditioners will continue to maintain relatively rapid growth. It is expected that the proportion of air conditioners will reach about 45%. The full DC inverter air conditioner is the highest technology configuration, compared to ordinary inverter air conditioner power saving up to 59%, in China and even the world are the only way to upgrade the air conditioning industry. Recently, Midea Air-conditioner announced that it plans to complete a "full-DC upgrade" of all inverter air-conditioner products within two years. In the cold year of 2012, it will ensure that the sales of all-DC inverter air-conditioners will reach 50%.
■Expert Commentary Wang Ruohong, director of the Energy Efficiency Label Management Center of China National Institute of Standardization, pointed out: “In terms of the air-conditioning industry, the development direction is from fixed frequency to variable frequency, from AC to full DC.†Seasonal companies are usually busy with production and marketing, while the off-season is More energy is devoted to studying the direction and trends of industrial transformation and developing new products for the upgrade.
Anti-season promotions Clearance Off-season promotions Discounts are not new to air-conditioning products. Liang Zhenpeng, an observer of home appliances, believes that the air-conditioning industry has new concepts every year, and the country always has new policies. It is necessary to clear the previous inventory before the onset of the new cold season.
Reporters recently found that in the market, Tongzhou District, a store in the United States and some models hit 10% discount, Oakes stores discounts are not uniform, some models minus 100-200 yuan, Gree's store discount is not obvious. Although the promotion rate is not large, but in the visit, the store and store promoters will introduce new products to reporters.
â– Expert Review offseason promotion with new product promotion. In this regard, Ovid Consulting believes that air-conditioning companies in the past to cut prices to clean up inventory, and then promote new products, is the traditional old-fashioned marketing thinking mode. This year, we will launch new products first, and increase the pricing of new products. The advantage of low price of old stocks will appear, and old stocks will be quickly digested. It can be said that it is a strategy of “two birds with one stoneâ€.
The new test market is not only the annual peak season, the company will move new products out of the table, the air-conditioning giants are busy season to promote new products. In the recent Canton Fair, Chigo launched a number of high-end energy-saving products. According to the person in charge of Zhigao's overseas marketing division, at the Canton Fair held last month, Chigo brought brand-new home air conditioners, central air conditioners, small appliances and refrigeration equipment. Whether it is the new type of home air conditioners, or DC inverter multi-connection of the central air-conditioning, or the main red wine cabinets of refrigeration equipment, or refrigerators of small household appliances, are all newly developed energy-saving environmentally friendly products.
There are also companies playing "warm winter card" to promote air-conditioning products. Oaks introduced the new generation of air conditioning thermal tyrants. Oaks introduced that such products have good heating performance, intelligent frost, and low-temperature startup, and they can be used even in cold regions of the Arctic, where temperatures are below -25°C for many years.
â– Experts comment A person in the air-conditioning industry told reporters that pushing new products in the off-season was a test of market reaction. If the market is hot, companies will increase their stocking. If the market is cold, companies will have sufficient time to adjust their product strategies.
The low-speed industrial upgrading off-season is also a good time for the industry to upgrade the industry. With the continuous development of energy conservation and emission reduction, the upgrading of air-conditioning energy-saving technologies has become the focus of industry attention. In the cold year of 2012, inverter air conditioners will continue to maintain relatively rapid growth. It is expected that the proportion of air conditioners will reach about 45%. The full DC inverter air conditioner is the highest technology configuration, compared to ordinary inverter air conditioner power saving up to 59%, in China and even the world are the only way to upgrade the air conditioning industry. Recently, Midea Air-conditioner announced that it plans to complete a "full-DC upgrade" of all inverter air-conditioner products within two years. In the cold year of 2012, it will ensure that the sales of all-DC inverter air-conditioners will reach 50%.
■Expert Commentary Wang Ruohong, director of the Energy Efficiency Label Management Center of China National Institute of Standardization, pointed out: “In terms of the air-conditioning industry, the development direction is from fixed frequency to variable frequency, from AC to full DC.†Seasonal companies are usually busy with production and marketing, while the off-season is More energy is devoted to studying the direction and trends of industrial transformation and developing new products for the upgrade.
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