2 gree 「 Not cool 」： The giant's lawsuit ended and was reduced by big dealers , The new battlefield of air conditioning is still a little late ？

source ： Sina science and technology （ID:techsina） author ： Zhou Wenmeng edit ： Han Dapeng

“ Gree used to 30 Annual air conditioning ‘ Kidnap ’ 了 , I hope not to talk about Gree all the time ‘ Air conditioner ’, Talk more about Gree ‘ Electrical appliances ’”. At a performance presentation meeting two months ago , Dongmingzhu, chairman of Gree Electric Appliance, is in charge C position , In words , She's trying to play down “ Air conditioner ” The label of .

actually , Gree Electric appliance is still an enterprise with air conditioning as its main business . In its recently released annual report , Air conditioning business contributes to the total revenue 70.11%.

What dongmingzhu didn't expect is , After the above statement , Gree Electric Appliance suddenly changed “ busy ” 了 —— Just concluded the lawsuit with another appliance giant Oakes , And began to encounter 15 year “ Iron rod ” Large reduction of dealers ……

At this time, it happens to be hot summer , The long silent air-conditioning home appliance market is ushering in the peak sales season . Has lost its grip on the crown , Under multiple puzzles , Turn the plate against the wind ？

High temperature day ,“ Take not to move ” gree ？

Since July , With the high temperature in summer in many parts of the country , Frequency of air conditioning 、 The sales volume also increased . According to CCTV , By 7 month 12 Japan , The high temperature has lasted 30 God , National common ownership 71 The highest temperature at national weather stations broke through the historical extreme , The daily maximum temperature in many places reaches 44℃ above .

meanwhile , distance 2012 It has been ten years since household appliances went to the countryside in , According to the safe service life of air conditioning products 8~10 year , Most air-conditioning products have entered the stage of upgrading . According to the prediction of China Household Appliances Research Institute , In the past two years , The number of air conditioners that need to be refreshed in China's home appliance market is about 4454.7 Ten thousand units .

Suning Tesco, who visited Sina Technology on the spot 、 Gree appliances and other offline home appliance sales outlets , beauty 、 haier 、 gree 、TCL And other brands compete on the same stage , Various manufacturers have offered full reduction 、 Trade in and other promotional activities .

Among many air conditioning brands , Gree air conditioner has become a key consideration for consumers when purchasing . But some consumers said , Gree's price is generally higher than that of the same quantity of air conditioners in its peers 300 yuan , Price factors are still influencing their decisions .

According to the compass data of ovicloud , By 2021 year 12 month , Whether online or offline , Gree's market share has been surpassed by its peers . Offline market , Midea's air conditioner sales market share is 38.19%, Gree is 30.21%; Online marketing , Midea's market share is 30.34%, Gree is 26.31%.

Decrease in share , It doesn't mean the overall decline of Gree . In terms of gross margin , With high-end and strict profit control strategy ,2021 In, Gree Electric still used 24.28% The gross profit margin of sales is ahead of Midea .

Regarding this , Major general Ding, an analyst in the home appliance industry, believes ,“ As the whole air conditioning market begins to enter the era of deep stock competition , And the rapid rise of market share of competitors , Gree, who has slowed down , If only through high-end structural adjustment , It may also be difficult to make up for the negative impact of the decline in sales share .”

In his opinion , Although Gree air conditioner has a deep technical accumulation , At the same time, it has also entered the core component field of many air conditioners , It has unique advantages in high-end air conditioning and product profit margin . However, under the background that the current economic environment is affected by the epidemic , As consumers' demand for consumer electricity weakens , The market demand for high-end air-conditioning products has further slowed down , Although Gree has maintained a higher profit margin than the industry through its high-end strategy , But now it may face the pressure of slowing consumer demand .

And beyond that , Can we successfully complete the online channel construction , It is also becoming the key to the market and sales of Gree air conditioners . According to the data of China Electronic Information Industry Development Research Institute , After the epidemic , China's home appliance industry 50% The above sales are contributed by online e-commerce channels . At present, online sales have accounted for half of the sales of the home appliance industry , Construction of e-commerce channels , It is also determining the lifeblood of household appliance enterprises , In the field of online sales , Gree did not lead —— According to jd.com data , Last month's 618 In great haste , beauty 1.5 The sales volume of inverter air conditioners reached 28 Thousands of pieces of , And Gree sold 22.5 Thousands of pieces of , There is still a gap between the two .

New battlefield , One step later ？

Price and sales channels , In recent years , As the domestic air conditioning market enters the stage of stock competition , Emerging with intelligence 、 Air conditioning products with health and comfortable experience as the main positioning , It has become one of the few rising markets when the domestic air conditioning market as a whole is shrinking .

Take fresh air conditioning as an example , According to the monitoring data of Ovi cloud ,2022 In the first half of , Online sales of fresh air conditioners soared year-on-year 431%. Other data shows ,2022 In the first half of , The sales volume of JD fresh air conditioner is the same as that of last year 8 times 、 The search flow and consumption attention of fresh air conditioning are greatly increased , The public's awareness and willingness to buy fresh air conditioners are getting stronger . This year, 618 On a good start , The turnover of fresh air conditioning is the whole day of last year 9 times .

Senior Industrial Economic Observer 、 Home appliance 、 Internet industry analyst Liang Zhenpeng introduced Sina Technology , Due to the combination of fresh air system and traditional air conditioning , At present, fresh air conditioning has become a few areas in the positive growth of sales in the past two years . And in the recent ranking , Gree, which has attracted much attention in the field of traditional variable frequency air conditioning , It seems to be losing its core position in the market .

In by CNPP Brand data research department and other institutions jointly launched the brand ranking of fresh air conditioning , The number of votes of users in related categories of Gree was squeezed 8 name . In terms of sales ranking , The data disclosure of Gree related categories is also not common .

Major general Ding pointed out the problem . He thinks that ,“ Fresh air conditioning is a new type emerging in recent years , Gree entered this market relatively late , And the price of the product is on the high side , Because the technical route he chose has a high threshold , Finally, the price of the product is relatively high , This makes it difficult for him to quickly expand the market , Therefore, the popularity of new products is slower than that of other brands .”

Throughout the household appliance industry , According to the data released by China Household Appliance Research Institute and the national household appliance industry information center ,2021 In, the retail scale of the domestic household appliance industry was 7542.8 One hundred million yuan , Only year-on-year increase 3.4%, Below the national level GDP growth . Under the slowdown of the overall industry growth ,70% Gree Electric Appliance whose revenue is contributed by air conditioning business , Facing severe external challenges .