Air conditioning research report

The questionnaire is divided into gender, age, place of residence, occupation, economic income and shopping motives for six items. Each question adopts a closed-ended design, requiring the respondents to choose one of the options listed in each question according to the actual situation, as the answer to the question.

3. Distribution of the questionnaire:

The questionnaire was distributed randomly by the furniture survey team we set up in the shopping malls (retrieved on the spot), or on the spot to intercept consumers to carry out the questionnaire survey.

4. Data processing:

The questionnaire data were processed by SPSS statistical software.

Third, the project market

As one of the most developed cities in China, Shanghai in recent years in the central air-conditioning project market performance is not strong, whether it is represented by the European and American brands of water system units, or Japanese brands represented by the multi-connected products, in the project market have felt greater pressure, and even a certain degree of decline. Even a certain degree of decline. Even to the first half of 20xx, Shanghai central air conditioning project market situation is still no big change, compared with the fast-growing home furnishing retail market, the project market basically maintains a relatively stable trend, according to Aiken air conditioning and refrigeration network statistics, in the first half of 20xx, the Shanghai central air conditioning project market share of about 2 billion yuan.

Increasing urban construction, the city's new supporting projects to reduce the number of tense and expensive land resources and other factors caused by the increasingly saturated demand for central air conditioning project market in Shanghai, but also the main reason for the steady growth of the project market. At present, the Shanghai engineering project market is mainly focused on large shopping centers and hotel support, office buildings and other commercial buildings, rail transportation, medical education industry, real estate support and production enterprise support, etc. In addition, the replacement of equipment in old buildings as well as energy-saving renovation is also the main force of the engineering project market. Office buildings, for example, in the first half of 2017, Shanghai has about 19 Grade A office buildings have been completed and delivered, the new area of about 1.35 million square meters, and has not yet been completed and delivered, as well as the number of office buildings planned higher than this number, which brings a lot of central air conditioning project market shipments and the signing of subsequent contracts.

It is worth noting that with the implementation of real estate control policies, Shanghai's real estate market fluctuations, the number of new developments is not much, property prices have some fluctuations, and from the statistics of the relevant channels of Shanghai's second-hand housing market in the first half of the year, the volume of transactions declined by 52% year-on-year. All these have caused the real estate supporting market is difficult.

York brand, McWilliams, Carrier, Trane, Dunham Bush as the representative of the European and American water system unit brand of the Shanghai project market is fully prepared for the stability of the market, while they are also facing a reduction in the number of projects, project profits, multi-connected products to crowd the market share, the strength of domestic water brands, and many other unfavorable factors. According to some of the European and American brands in Shanghai, the person in charge of the region said that at the beginning of the year they have done a good job in the Shanghai project market is ready for a sharp decline in the first half of 20xx has achieved results better than they expected. And let the European and American brands can develop smoothly because, part of the project for the chiller market demand is still there, with the advantages of multi-connected can not be replaced, such as large hotels and shopping centers and many other large-area projects; European and American brands in the stability of the product has a greater advantage, the party is more likely to accept; open up the field of energy-saving renovation, expanding the field of multi-connected, and so on.

Japanese brands in the engineering project market performance is relatively difficult, the core reason is the reduction in the number of real estate supporting projects, which also led to the Japanese brands to pour more resources into the development of home furnishing retail market, so that the Japanese brands of home furnishing retail market to get a great development. Hitachi and Toshiba is a Japanese brand in the project more successful two brands, Daikin in the project market continues to shrink, other Japanese brands in the project progress is not satisfactory.

The United States, Gree, Haier, Tianjia as the representative of the national brand in the project market performance is relatively good, the product line is becoming increasingly complete, whether it is a water system unit or fluorine system units are involved; product stability is increasingly improved so that the national brand in the level of acceptance of the A party to improve, coupled with a good cost-effective, the national brand in the bidding process in the project has a clear advantage.

From the point of view of the sub-product level, multi-connected and unit units occupy the mainstream of the market in Shanghai engineering projects, the water system unit's market share is relatively stable, while the products, including lithium bromide, water and ground source heat pump units, including the share of a certain degree of decline.

Four, home furnishing retail market

Undoubtedly, the central air conditioning home furnishing retail market is the first half of 20xx Shanghai central air conditioning market's biggest bright spot. As one of the regions with the highest degree of acceptance of domestic central air conditioning products in the country, central air conditioning home improvement retail sales in Shanghai amounted to about 1.5 billion yuan.

Objectively speaking, the Shanghai region's hot home improvement retail market is more thanks to the lukewarm industrial installation market, resulting in the majority of Japanese brands in the field of home improvement retail market to invest more resources in the development of the market, in order to make up for the loss of the market in the industrial installation, and this strategy has reaped great rewards. More and more brand stores opened, more and more consumers began to accept home central air-conditioning products, more and more new houses began to install home central air-conditioning, more and more brands began to get involved in the home furnishing retail market, the central air-conditioning ` price is more and more pro-people, all in accordance with the direction of the development of the virtuous circle.

Daikin, Hitachi, Toshiba, Mitsubishi Electric, Mitsubishi Heavy Industries, Panasonic, Mitsubishi Heavy Industries Haier, Fujitsu General and other Japanese brands are undoubtedly the biggest beneficiaries of the Shanghai home improvement retail market. Daikin, for example, its market share of more than 40% of the Shanghai home improvement retail market, even if it is declining in the labor market, but overall sales growth. Hitachi, on the other hand, has made a simultaneous push in both the industrial and home furnishing sectors, becoming the Japanese brand second only to Daikin in the home furnishing retail market. Toshiba has made great strides in the industrial installation market and has made considerable progress in the home improvement retail sector, but still lags behind Daikin and Hitachi. In addition, Mitsubishi Electric, Mitsubishi Heavy Industries and other Japanese brands are focused on the development of the retail sector in the home, but also achieved good results.

Domestic brands in the field of home furnishing retail development is very fast, to Gree, Midea, Haier as the representative of the domestic household appliances brand in the home furnishing retail business has a wealth of experience, at the same time, their market channel distribution is also more flexible, in addition to the traditional store channels, Suning, Gome and other home appliances stores also have its home central air conditioning products sales, in the Internet e-commerce platform also has its Household central air conditioning products are also sold on the Internet e-commerce platform. With good brand awareness, more affordable prices compared to Japanese brands, more and more flexible channel system, domestic brands of home furnishing retail business growth is also very rapid.

European and American brands in the field of home improvement retail absolute volume is not large, but the growth rate is very fast, in addition to and Japanese brands, domestic brands like the launch of inverter multi-connected products, European and American brands in small water and ground-source heat pump units, household water machine has a greater advantage, especially water machine brand launched two products, air conditioning and heating two major functions are integrated into a set of systems, so that the consumer's Procurement costs and the use of costs are significantly reduced, although still not the mainstream of the market, but from the perspective of the future development trend, the development of two-way products should not be underestimated. In addition, in terms of channels, the European and American brands have also begun to try the store model, although the start is late, but there are some results.

Survey time: June 22, 20xx

Survey location : Suzhou

Survey item: Air conditioning sales in Suzhou

Guanqian Street in Suzhou is the economic and cultural center of Suzhou. Guanqian Street in Suzhou is the economic and cultural center of Suzhou, with hundreds of Chinese and foreign merchants located next to each other, a rich variety of commodities, and distinctive levels of consumption. The oldest and most popular stores in the city are still in their prime, and there is a huge influx of new businesses. Guanqian Street daily flow of nearly 120,000 people, the peak of the holiday season reached 350,000 people. The turnover here is growing rapidly at a rate of 25%.

With Yongle, Suning, Five Star and other home appliance franchise chain stores have entered the Suzhou market, Suzhou, home appliance sales pattern has quietly started some changes, changing the traditional large department stores have long dominated the situation in the field of home appliances, but the Suzhou People's Mall, Suzhou Stone Road International Mall, Suzhou Changfa Commercial Building, Suzhou Taihua Mall, etc., with its good reputation, beautiful environment, and the best shopping mall in the city. Ltd, Suzhou Shilu International Mall, Suzhou Changfa Mall, Suzhou Taihua Mall and so on, with their good reputation, beautiful environment, large and comprehensive goods, are still the first choice of the majority of consumers. In addition, some small home appliances business, with its flexible sales methods and related channels also occupy a considerable share of the market.

According to statistics, air conditioning in Suzhou, the popularity of the family of more than 45%, the air conditioning market in Suzhou this year, the capacity of nearly 600 million more, see Suzhou air conditioning market is still a lot of room for development.

This year, the entire air conditioning market in Suzhou showed "off-season is not slow, peak season is not prosperous" balanced situation, which is very much related to the rationalization of residents' consumption. Air-conditioning sales market by some of the impact of home appliances franchise, franchise to Suning, Yongle and five-star for the three giants, department stores in the Suzhou People's Mall Limited and Suzhou Stone Road International Mall to see the longest. Suning's air conditioning sales are slightly better than other merchants, the overall share of the chain of home appliance stores is higher than the share of department stores, basically the market share between the two ratio of 60%: 40%.

Suzhou consumers in the choice of air conditioning is the first to consider the brand, some of the high school products are generally popular, brand means quality and after-sales service. At present, in the Suzhou market, air conditioning sales accounted for the main position of Haier, the United States, the new branch, Aox, Gree and other domestic brands, these brands occupy about 60% of the air conditioning market in Suzhou. According to the sales data of major franchised stores and commercial buildings, Haier is ranked first in the air conditioning market in Suzhou, accounting for about 19% of the market share. The main reason for this is its high brand recognition and good after-sales service. Midea came next, accounting for about 16% of the market. Newco and Oxy also have a good performance in Suzhou market, each grabbed about 10% of the market share, Gree's sales in Suzhou is moderate, occupying 5% of the market share.

In addition, Suzhou's local brand Samsung air conditioning also performed well this year, but because Samsung air conditioning started late, so the total share of the year is relatively low. At the same time, we also found in our research that Chunlan's sales in the Suzhou market are flat and unsatisfactory, the reason for which may be related to the degree of consumer awareness of the brand.

I. Company Profile

Gree Electric Appliances Co. Its "Gree" brand air conditioning, is China's air conditioning industry, the only "world famous brand" products, business in more than 200 countries and regions around the world, more than 150 million users. As a large electrical appliance manufacturer specializing in air-conditioning products, Gree is committed to providing consumers around the world with air-conditioning products of leading technology and excellent quality. Globally, Gree has eight production bases in Zhuhai, Chongqing, Hefei, Zhengzhou, Wuhan, Brazil, Pakistan and Vietnam, with more than 80,000 employees. The company has more than 300 state-level certified research laboratories of various types, more than 4,500 technology researchers and more than 3,500 domestic and international patented technologies. The company has an annual production capacity of 40 million sets of household air conditioners and 5.5 million sets of commercial air conditioners, and has been the world's No. 1 seller of Gree air conditioners for six consecutive years since 20xx.

Today, Gree air conditioners have spread to every corner of the world, creating a comfortable and harmonious working environment and family atmosphere for global sellers, and crafting a better life for mankind.

Second, the analysis of the current market

1. Marketing environment analysis

(a) Macro-environmental analysis

(1) industry background

With the development of the economy, the air conditioning ownership of China's residents continues to rise Consumption structure becomes more and more reasonable, the change, on the one hand, with the structure of people's houses This change, on the one hand, with the changes in the structure of people's houses has a close link, "big living room small room" into a popular fashion; on the other hand, with the improvement of people's living standards are also complementary to the proportion of cabinets, wall-mounted machines continue to rise, and the window unit will gradually be eliminated by the market.

(2) market overview

Gree as China's world famous brand, accounting for the leading position in the field of air conditioning in the world, air conditioning market to "Gree, Midea, Haier," etc., the three giants dominate the air conditioning market, Gree to the strength of the air-conditioning industry boss for many years, with cumulative sales of 70 million units. The company's sales totaled 7,000 million units. With a simple marketing model and unique shareholding regional distribution model shaped Gree's unparalleled brand effect and competitive advantage. Through the establishment of self-owned stores business model, the footprint of Gree spread around the world.

(3) Policy environment

At present, with the gradual realization of the commitment of China's accession to the WTO, we are implementing a general industrial access policy, reducing or even eliminating tariffs and other trade barriers to improve the business environment. At the same time, China's current tax system and tax policy to make major adjustments, including the implementation of tax policy with increases and reductions; in accordance with the principle of national treatment of the unification of domestic and foreign enterprise income tax, in accordance with the principle of expanding the tax base, reduce the tax rate, reduce the tax burden of domestic enterprises, the abolition of foreign enterprises tax incentives will be the air-conditioning companies in China to obtain a level playing field. High-efficiency, environmentally friendly, energy-saving air conditioning host by the government's industrial policy support.

(4) socio-economic environment

In the global context, China's economy is unique, the national economy has been a trend of continuous and steady growth, social purchasing power and consumption potential has also become a well-known global highlights, the accumulation of a strong group purchasing power. In the coming years, China will be one of the fastest growing economies in the world, and its overall economic strength will be further enhanced.

(5) technology environment

In order to save energy, open up the use of new energy, air conditioning technology research and development very quickly, the mainstream air conditioning: frequency conversion air conditioning, gas air conditioning, solar air conditioning. Among them, inverter air conditioning is getting more and more attention by virtue of its advantages in energy saving, noise reduction and comfort. Gree Electric independent research and development of "G10 inverter engine" low-frequency control technology was unanimously identified by the expert group as "international leading" level, was identified as "international advanced" level. This is China's air conditioning industry, the first "international leading" frequency conversion technology, filling the industry gaps, marking the inverter air conditioning industry in China began to "follow the type of manufacturing" to "engine-type creation

(B) micro-environmental analysis

(1) suppliers

Gree is the boss of the air conditioning industry, has the right to speak in the industry, and has strong control over the industry chain. Gree as a leading enterprise, there are many suppliers who produce parts for him, and the stability and timeliness of the enterprise supply is well guaranteed. Gree established a screening sub-factory and testing sub-factory, all the spare parts, came one by one on the machine test, a test, to ensure the quality of the product. In addition, Gree also set up a quality management team, specialized in grasping the quality management of suppliers, which for the production of high-quality products Gree added a layer of protection.

(2) marketing intermediaries

"Shareholding regional sales company" model and its own store marketing model has been a great success, Gree to give intermediaries sales incentives to make them more willing to sell Gree products.

(3) Public

Gree has long regarded product quality with energy saving and environmental protection as an important indicator as the cornerstone of corporate survival and development, and has taken energy saving and environmental protection as an important measure to build and enhance the company's product brand. Gree has formally implanted the green development strategy in the company's development strategy, to determine the overall goal of "advocating green consumption, actively develop and produce green products, energy saving and consumption reduction, and constantly improve the environmental behavior, responsible for the community. Therefore, the public has a good impression of Gree.

(4) Customers

Gree specialized, high-quality air-conditioning products and perfect after-sales service for Gree in the consumer formed a good reputation, Gree is the first choice of most customers to buy air conditioning. "Off-season discount rebates, year-end rebates", and even irregular rebate policy, can be very good to stabilize dealers.

(5) Competitors

1, Haier

Haier insists that it would rather sacrifice the interests of speed to ensure the quality, to ensure the brand, to focus on service innovation, and to adhere to the marketing strategy of the sincerity of the service to the forever. Haier's driving force is innovation, committed to shaping the image of a well-known brand of targeting, but its lack of moderate publicity, and thus also defeated by Gree.

2, the United States

The United States was created in 1968, officially entered the household appliances industry in 1980. 1981 into the U.S. brand, in 1997, the implementation of the transformation of the business unit system, in 2001, turned into a private enterprise. The United States of America to get government support, the use of domestic labor costs. Labor quality is good as well as good faith, to become a leader in the field of air conditioning. However, its lack of deep technical accumulation to improve quality and reduce costs is not enough, and thus was Gree air conditioning later on. Comprehensively speaking, in the competition, Gree should be more to improve the technical reform, from the promotional war, advertising war, price war in the three wars to consolidate its dominant position, and continue to shape a strong image of the enterprise, shaping the atmosphere of environmental protection and health, and take the road of green and environmental protection and health.

2, SWOT analysis

(1) Advantages (Strengthes): Gree air conditioning for eleven consecutive years of production and sales of the country's first, not only thanks to the excellent quality of Gree air conditioning and brand strength, but also thanks to Gree's unique system of regional agents plus the Gree brand stores channel model. Product-brand-brand stores make up a perfect brand quality. Moreover, Gree has advanced independent research and development of science and technology, such as: ultra-low-temperature digital multi-unit, high-efficiency DC frequency centrifugal chiller, multi-functional floor heating home central air conditioning, 1 Hz frequency conversion air conditioning, R290 environmentally friendly refrigerant air conditioning, ultra-high efficiency fixed-speed compressor and a series of "international leading" products, to fill the gaps in the industry.

(2) Weaknesses (Weaknesses): Although the current Gree is still in a dominant position in the market, but it is still worth noting that, with the arrival of the frequency conversion inflection point in the air conditioning industry, Gree is facing market pressure is gradually increasing. Secondly, also in the face of the United States, Haier, those powerful rivals, in each other's market share is gradually shrinking, Gree also had to adjust the strategy, looking for air conditioning business breakthrough in the premises.

(3) Opportunities (Opportunities): China's economic development momentum is immeasurable, but also further drive the development of the central air conditioning industry. Aiming at these opportunities brought about by economic development, in recent years Gree, Midea, Haier central air conditioning have entered the rail transit, real estate, communications, health care and other engineering projects, in the commercial air conditioning market has made a big difference.

(4) Threats (Threats): foreign brands on the threat of local enterprises, in China's central air conditioning market performance is obvious. Like the United States Kaili, Japan Daikin and other well-known foreign air-conditioning companies threat, China Gree air-conditioning enterprises are facing a huge challenge, although the domestic enterprises have certain local advantages, but the foreign brands in the central air-conditioning industry started early, technologically mature, the market has accumulated a wealth of. Chinese Gree air conditioning enterprises to narrow the gap with other air conditioning brands, but also need a long way to go!