The Rio Olympic Games came to an end, and Chinese and foreign athletes sweated and gave a sports feast to interpret the Olympic spirit of “faster, higher and strongerâ€. For the air-conditioning industry, the market battle for the new year of 2017 has just begun. In order to achieve a "faster, more stable, better" benign development, domestic and foreign air-conditioning companies are all new and willing to start a new cold year. Big battle.
Inheriting the Olympic concept to interpret the spirit of craftsman
Looking at the development of the air-conditioning industry in recent years, since 2014, high inventory pressures and low raw material prices have led to price wars. In fact, consumers' sensitivity to price wars has steadily weakened. "There is no past promotion and shipping more" has become the feeling of many terminals. For example, in the first quarter and fourth quarter of the “price war storm†that broke out in 2015, the volume of retail sales in the air conditioner market increased by 7.7% in the first quarter, while only increased by 0.5% in the fourth quarter.
In this context, air-conditioning enterprises at home and abroad are all "innovating", and high-end air-conditioning to drive the market "renew and replace" has become one of the important measures. According to some surveys, benefiting from the enthusiasm of the price war and the structural upgrading of the air-conditioning industry, the current proportion of high-end air-conditioning products has increased significantly, and the overall average price of the air-conditioning market has begun to increase slowly. According to Zhongyikang calculation, in the second half of 2016, the average price of air conditioners will reach 3,335 yuan, a year-on-year increase of 1.4%; in 2017, the average price of air conditioners will reach 3,418 yuan, an increase of 3.3%.
This is also evident in the product launch trend of air-conditioning companies. Only Panasonic Air Conditioning Co., Ltd. launched a series of high-end products such as Yijue, Yizheng and Zunbo in 2016. The main products are Panasonic's cutting-edge ECONAVI energy-saving navigation. Technology, dual-ion purification technology, etc., in which Panasonic's air-conditioner is also equipped with ENECAGRE heat storage technology for cold areas such as Hokkaido, while Matsushita Electric Air Conditioning Co., Ltd. first launched the filter cleaning robot 300024.
For brands such as Panasonic Air Conditioning to compete in the high-end market, industry insiders pointed out that with the improvement of quality of life and the increase in the size of middle- and high-income groups, the “new†potential of the air-conditioning market is gradually being activated. On the other hand, the profit of the air-conditioning industry is increasingly thin. High-end breakouts naturally become the general consensus of first-line brands. To some extent, who can take the lead in completing the transformation and upgrading of product structure, who will take the lead in future market competition.
2017 new cold year bright sword Panasonic main health high-end brand
Of course, high-end air conditioners are not unfamiliar to the public, but at this stage, Panasonic air conditioners have their own understanding of the definition of "high-end". The person in charge of Panasonic Air Conditioning pointed out: "The high-end is not a simple high price, nor is it simply adding functions, but is oriented to the needs of users, bringing them a high-end, personalized and differentiated experience. For example, we are the mainstay. The Enecharge thermal storage technology is based on the habits of Hokkaido users, and then extended this demand to air-conditioning users in other cold regions of the world, which finally overcomes the problems of 'low temperature heating' and 'heat storage defrosting'."
It is worth mentioning that after entering 2016, the emphasis on health attributes has become an important symbol of Panasonic air conditioning. For example, in response to air pollution problems caused by urban residents, Panasonic Air Conditioning has strengthened the purification function of the product. Panasonic's dual ion purification technology can not only remove and suppress PM2.5 and bacteria in indoor air, but also penetrate into curtains, sofas and furniture. The fiber is internally inhibited to adhere to the bacteria, and the purifying effect of dust removal, sterilization, and odor removal is achieved. The dual ion purification technology also has a significant effect on indoor formaldehyde problems that have long plagued users.
The “Filter Cleaning Robot†is also an innovative breakthrough for Panasonic Air Conditioning based on the healthy life of users. In the process of collecting user feedback for a long time, Panasonic Air Conditioning found that many users have low internal cleaning of air conditioners, which causes internal mold to grow, which is not only easy to produce odor, but also not conducive to indoor air health. After applying the technology of "filter cleaning robot", after the air conditioner is running, the filter screen starts to operate clean and the dust is collected in the dust box, thus ensuring that the dust inside the air conditioner cannot exist on the filter screen.
"Our concern about user health is reflected in all aspects. In addition to high-end technologies such as dual-ion purification and filter cleaning robots, there are many humanized details." Panasonic Air Conditioning related person pointed out: "For example, Panasonic Air Conditioning, we It adopts the design of double-layer air guide vane with large size, and precisely controls the air supply through three motor drives. When the user starts the cooling, the air conditioner can automatically blow the cold air toward the ceiling to realize the cold air shower airflow and avoid blowing the human body directly. While improving comfort, avoiding the haunting of users using air conditioning diseases, these are our efforts to ensure the health of our users."
Thanks to the high-end positioning of the products and close attention to the health of users, Panasonic Air Conditioning has also received unanimous praise from the industry. It is reported that at the just-concluded "2016 China Air Conditioning Industry Summit Forum", Panasonic Air Conditioning won the "2016-2017 Air Conditioning Industry Health Benchmark" award, and its intelligent high-end product Panasonic XE13KK1 also relies on filter cleaning robot and dual ion purification. A series of innovative technologies such as ECONAVI energy-saving navigation technology have won the "Intelligent Health Star" and "Intelligent Technology Star" product awards.
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