Midea announced that it will completely phase out fixed speed air-conditioning production within three years. Although, "US promotion of inverter air conditioner is intended to take policy subsidies," such rumours have been circulating for a long time, but with the policy changes that have ceased due to energy-saving subsidies for people in June, the United States again How to popularize inverter air conditioners seems to have nothing to do with the policy.
With the words of Wang Jinliang, Vice President of China Refrigeration Appliances Group's China Marketing Headquarters, "This is the path that companies choose."
A thousand waves or waves
However, every action of the leading beauty has a profound influence on the entire industry. This time, the plan to stop production of fixed-speed air-conditioners will stir up thousands of layers of waves, or will it be irresistible?
This question appears in the recent high-profile, high-frequency voice and chiming air-conditioning voice, "the identity of the leading US companies, such a plan has a great impact on the industry." Huang Tonghua, director of Chigo Air Conditioning Public Relations Department said.
A person in charge of TCL Air Conditioning told reporters that, specifically speaking, â€œUS has enough voices in the industry to influence the mentality of consumption to some extent, and changes in consumer attitudes will affect other manufacturersâ€. But at the same time, he felt that "this effect is limited. With the expansion of the rural market, there will be room for growth in fixed-rate air conditioners with lower prices."
Huang Tonghua also stated that inverter air conditioner is undoubtedly the trend of the times, but the United States announced the shutdown of fixed speed air conditioning within 3 years is only corporate behavior, does not represent industry behavior, and ultimately the fixed speed air conditioning is completely replaced by the inverter air conditioner and discontinued, have to Based on the judgment of the market's final trend, Chigo Air Conditioning will quickly adjust the product layout in line with changes in market trends.
For the United States announced the elimination of fixed speed air conditioning within three years, Haier air conditioning related responsible person did not make a statement to reporters, but the person in charge of the phrase "currently Haier fluorine-free inverter air conditioner market share has reached 80% or more" means it is very Far-reaching.
In fact, Wang Jinliang admitted to the reporter that the plan to stop production of fixed-speed air conditioners belongs to the USâ€™s own choices and plans. â€œThe industry is also arguing about the topic of fixed-speed mainstream or variable-frequency mainstream. There is not much sense in terms of the US, not only is it beautiful. Each air-conditioning company's product market layout is based on the company's own resources and strengths, and each company has a different degree of control in the core technology of frequency conversion. As far as the United States is concerned, the production capacity of some frequency-converting core components has already been used (referring to Cooperation with Meizhi and other companies."
Wang Jinliang said that today's consumer trends are difficult to predict, it is difficult to say inverter air conditioner is not the mainstream in the future, "The key is to see if you have a good sales channel to push. But we can be sure that our inverter air conditioner domestic market With a share of 35% last year, this year will grow to a 50% share, and it will be no problem to reach 8 million units."
As Wang Jinliang said, each company has different resources and market strategies, but Mideaâ€™s dedication to inverter air conditioners, including the announcement of plans to eliminate fixed-speed air-conditioning production within three years, is one of them. The purpose of knowledge is: "Get the industry's first market position through the frequency conversion market, so as to surpass the biggest competitors." TCL said the above person, "Therefore, does not rule out the United States out of constant speed air conditioning this expression has a lot of momentum."
Variable Frequency Concerns Regarding the trend of frequency conversion, it now appears to be no doubt. The air-conditioner white papers previously released by Gome and Suning have a consistent forecast.
Gome predicts that in 2011, inverter air conditioners will rapidly enter the ascending channel under the dual role of national favorable policies and joint promotion of manufacturers. It is expected to fully exceed fixed-speed air-conditioners and enter a truly popular year. In the Gome channel, inverter air conditioner shares Will be raised to more than 55%.
Suning also said that in 2011 the inverter air conditioner market is expected to account for more than 50% of the full year, of which the proportion of sales in the primary and secondary markets is expected to reach about 60% -70%, and the proportion of sales of inverter air conditioners in the 3rd and 4th grade markets is expected Will exceed 40%.
In the major purchase orders of the two major chain channels and manufacturers, inverter air conditioners also have an absolute share.
But the market is so strange. At present, besides Midea, Gree, and Haier, other manufacturers have large voices and few actions on frequency conversion. An industry veteran told reporters that behind this phenomenon, in addition to different levels of core resources that the company has mastered, it is because domestic companies still have a lot of bottlenecks in the overall promotion of inverter air conditioner technology accumulation, installation, and after-sales service.
The core resources of modules, controllers, and chips are basically in the hands of foreign companies. For example, the chip providers include TI, NEC, Toshiba, Renesas, and Motorola. The module providers include fairchild (Fairchild), Mitsubishi, Sanyo, and IR, and it is almost the world of Japanese and American companies. Most of the domestic air-conditioning companies rely on imports. This is an indisputable fact. The United States is behind Toshiba, and Haier and Hisense are behind Hitachi and NEC.
"The rush of inverter air conditioner market is also facing great challenges in the after-sales service." Senior industry sources said.
At this stage, most of China's air-conditioning after-sales service outlets have no mature experience in the after-sales service of inverter air conditioners. The pre-market foundation is weak, making after-sales outlets, especially after-sales outlets of domestic brands, lack experience in frequency conversion products. Opportunities, and the factory has no mature targeted service system in this respect.
At the same time, the production of inverter air conditioners has special features, modular production is more common, and the purchase of inverter controllers uses modules of the overall solution, which is undoubtedly a problem for most service personnel. Therefore, inverter air conditioners in the wave of popularization are burdened with a great after-sales service risk. Once a product has problems after being used for a period of time, it will face an irreparable dilemma.
We have seen that the top four companies, Midea, Gree, Haier, and Chigo, have each launched after-sales service commitments such as one-year replacement, ten-year repair, and free replacement of spare parts for inverter air conditioners. "I hope this is a good start." The above person said.