In the first quarter, the central air-conditioning market grew more than expected and returned to the peak.
The first quarter of 2017 came to an end, and the central air-conditioning market withstood the pressure of frequent real estate regulation and rising raw materials, continuing the growth trend in 2016. According to the industry report released by "Industry Online" recently, the central air-conditioning industry has experienced rapid growth in the first quarter of 2017, with many online leading the industry trend, sales increased by 29.8% year-on-year, exceeding market expectations, and the overall industry opened lower in 2016. Take a sharp contrast.
It is really amazing that the central air-conditioning industry can hand in such transcripts. At the end of 2016, the price increase of raw materials has caused a lot of waves in the industry. In the face of cost pressure, the industry is complaining and the profits are worrying. However, due to the macroeconomic advantages, it laid the foundation for the incremental demand of the air-conditioning market, and the strong promotion during the Spring Festival stimulated the user's purchase demand, which directly boosted the high growth of the central air-conditioning market. Among the many categories of central air conditioners, it is a multi-line performance.
According to the monitoring data of “Industry Onlineâ€, the sales of online industry in March 2017 alone reached 3.757 billion yuan. The overall growth rate of the industry in the first quarter was as high as 29.8%. Looking back at the market performance in recent years, this quarter It can be said to return to the peak.
Looking back at the market growth in the same period in the past five years, it is not difficult to find that the multi-line market experienced a long and slow period of pain during the period from 2014 to 2016. At the beginning of 2015, the multi-line market began to show a cliff-like decline in the first quarter, with an increase of only 12.63%. In 2016, the year-on-year growth rate further slowed down. In the first quarter, the online sales growth rate fell below 10%. The sharp decline in market growth for two consecutive years has made the market base in the previous period relatively low, and laid the foundation for the rapid growth of the multi-line market in the first quarter of 2017. In addition, the industry's estimate of the development of the central air-conditioning market in 2017 is relatively conservative, so most companies choose to exert their strength in the first quarter of the market to consolidate market share.
Although the multi-line has experienced a decline in the growth rate of the chain, the growth of the overall market has become the norm. In the central air-conditioning market, compared with water-cooled machines and unit machines, the multi-line connection has the largest scale and the fastest growth rate, occupying a dominant position in the market. . The reason is that the multi-line is not only beneficial to the reasons of beauty, comfort, convenient installation, but also benefit from the deep cultivation of domestic and foreign brands in the multi-line market. Let's take a look at LG Central Air Conditioning. In addition to the macroeconomic impact, how does central air-conditioning companies improve their industry environment by adjusting their own conditions.
With the strong increase of the central air-conditioning in the Chinese market, the domestic and Japanese and Korean brands have amazing performances. The most representative LG central air-conditioning sales growth rate reached 42.50%, compared with the 2016 annual growth rate of 35%. On the basis of this, there is a new leap. In a recent interview, Zhang Xudong, the national sales director of LG Central Air Conditioning, explained why he achieved the results of the first quarter. "From all aspects, he is considering the customer's position; the order that may cause trouble to the customer is fully fulfilled with the obligation of reminding; even if sacrificed The profit of the manufacturer should also give priority to support the development of customers; the demand for perfect solutions is not accepted; the products with unstable performance are not sold.†Every sentence reveals the service concept of “customer first†of LG central air conditioner, presumably this is also LG Central. Air-conditioning can capture the important reasons for Shenzhen Fenda Industrial Park and Zhejiang Mobile Collection Project in the first quarter. It also helps LG win a good reputation in the industry, and its products and influence are climbing. Knowing that there is such a service concept and marketing foundation, it is not surprising that LG Central Air Conditioning can achieve such results.
At the just-concluded Shanghai Refrigeration Exhibition in April, LG Central Air Conditioning exhibited the fifth generation of super multi-connected MULTI V 5, water-cooled multi-connected MULTI V WATER, magnetic suspension frequency centrifuge and other leading innovative products and technologies in the industry. The pen of the gods caught the eye at the exhibition and made a splash. It can be seen that in addition to the advanced and solid marketing concept, excellent technology and innovative ability are also one of the important reasons for the gratifying results in the first quarter, and it is also the pursuit of many brands.
In the first quarter, the central air-conditioning market achieved a more-than-expected growth. In view of the situation in 2016, China's central air-conditioning market is in a stable growth trend. However, in the next few months, the pressure on the central air-conditioning market should not be underestimated. The real estate regulation and control that began in March will coexist with the advantages and disadvantages of the central air-conditioning market. The decline in real estate transactions in first- and second-tier cities will inevitably affect the sales of air-conditioning, but in the long run The steady development of urbanization at the national level will provide a demand basis for the air-conditioning market.
All in all, the strong growth of nearly 30% in the first quarter makes 2017 more dazzling, and we will wait and see what will happen in the next three quarters.
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