After an in-depth interview with several major chain stores, our reporter will uncover the seven major suspense, such as the trend of air-conditioning prices and inventory pressure. Fortunately, the store still believes that air-conditioning sales are expected to "return to life again" later, and began to start this week. "Save the market".
Suspense 1: Tiangong was coldly met for not making beautiful multi-air conditioning?
As early as in March of this year, Dongguan Suning and Dongguan Gome successively launched self-run festivals such as air conditioning, home improvement festival, and refrigeration festival. Originally, they wanted to activate air conditioning consumption in one fell swoop, but because Tiangong did not make beauty, the overall harvest was not as expected. ".
"In March of last year, the weather was generally hot for a while, and the air-conditioning consumption was also hot, but this year it was not too hot even in April." Said Lin Lu, manager of the planning department of Suning Dongguan. The person in charge of the relevant department of fashion electrical appliances also said that this year's weather changes are somewhat "capricious", when the weather is cold and hot and the number of cool days is relatively high, so that the consumer demand for air conditioning has not been too large before, "We did not start the annual air conditioning until May Festival ".
According to the information learned from the chain stores, except for the "little fever" during the "May Day" period, the air-conditioning consumer market in the past few months has suffered "cold treatment" without exception.
Mystery 2: Is it difficult to find an affordable air conditioner at 1,700 yuan in the store?
What's very interesting is that the air conditioner was caught in the fierce controversy "vortex" of "price increase" and "non-price increase" at the beginning of this year. Suning and Gome made diametrically opposite price trend predictions in their white paper on air conditioning consumption trends, allowing consumers to "fall into the fog" for a while.
It was n’t until early April that some chain stores claimed that “the maximum drop in the entire air conditioner could reach about 30%.†Individual domestic 1P split machine air conditioners are only available for 1299 yuan, and a positive 1.5P air conditioner fell below 1800 yuan. All this seems to be This means that the value of air conditioners this year will mainly take the "affordable" route. But then the situation changed suddenly, the price went down and attracted consumers with gifts. Directly stimulated by factors such as rising raw materials and rising labor costs, air-conditioning prices began to "straight up."
A reporter recently visited the urban store and found that the affordable air conditioner of 1,700 yuan has been difficult to find, and the air conditioner is generally more than 2,000 yuan. "Compared with the air-conditioning price of more than 900 yuan in the same period last year, the air-conditioning of more than 1700 yuan still needs to be replaced with new ones before it can be bought." Zhang Tong, manager of the Department of Publicity and Communications of Dongguan Gome, revealed in an interview with reporters.
Suspense 3: Will air-conditioning prices rise appropriately at the end of this month?
It is reported that the air-conditioning products before May 1st have appropriately raised the terminal retail price, especially for some domestic air-conditioning, the average price increase has exceeded 10%. Less than a month later, the price of domestic air conditioners will be "raised again" at the beginning of this month.
Will air-conditioning prices be bullish again? Dongguan Suning and Dongguan Gome both acted extremely "cautiously", only responding that during the May Day period, some factories made adjustments to individual models. "From the point of view of the sales venues, we have not received the relevant price adjustment notices from the manufacturers."
"This situation is basically true, we have received a price adjustment notice from the manufacturer." The head of the relevant department of the local home appliance chain fashion electrical appliances responded that Gree, Oaks and Zhigo, etc., or mainly aimed at market-selling and energy-saving models, do With corresponding adjustments, the "store and manufacturer are negotiating" confrontation.
Suspense 4:
Who is more favored for single cooling and heating and cooling air conditioners?
Who is more popular with consumers for the single cold and warm models ?
From the point of view of the store, several major stores have put the inverter air conditioner in a prominent position, and the proportion has obviously exceeded the fixed frequency air conditioner. According to the sales statistics of the chain stores during the May Day, the sales ratio of inverter air conditioners and fixed frequency air conditioners is 6: 4, although the price difference between the two is as high as 500 ~ 1000 yuan. Different from the above pattern, the more user-friendly cooling and heating air conditioners are not as good as single cooling air conditioners.
Fashion appliances and other stores said that small 1P, positive 1P and large 1P single-cooling air conditioners are the most popular among consumers. Among them, single-cooling models with a price of about 2,000 yuan are particularly popular. Although the cooling and heating air conditioners have a good volume, they are difficult to match. The single-cooler models contend, "This may be related to more hot days in Dongguan and less extreme cold weather."
Suspense 5: Energy saving subsidies or officially fade out of the market from June?
The original plan of the new policy of energy-saving and energy-saving subsidies for air-conditioning that was initiated by the relevant state departments was terminated last year, and it was decided to continue until June 1 this year.
"Up to now, we have not received the relevant notice of the suspension of air-conditioning energy-saving subsidies." Relevant person in charge of Dongguan Gome said. Suning Dongguan also confirmed that it has not received a similar notice.
A reporter recently discovered that only some prototypes of fixed-frequency air conditioners on the shelves of chain stores have been displayed. The salesperson explained that "there is no stock at present, or no goods can be obtained from the manufacturer". Based on the information from various sources, the new policy of energy-saving subsidies has been "halted" since June, or has been basically "finished."
Mystery 6: Can the air conditioner come back to life again later?
At the beginning of the year, it was announced that whether the pressure on the chain inventory of large-scale purchases has gradually increased?
Chen Guanquan, head of fashion electrical media, said that there is room for inventory, and even if there is a hot sale, it can be replenished in one week. Dongguan Gome said that there are still more than 30 million yuan in air-conditioning inventory. Suning of Dongguan said that "special machines are well stocked."
At the same time, the major stores have also launched the air-conditioning discount war. The reporter was informed that Dongguan Gome will launch the first home appliance festival in Nancheng in Hongfu Road store this week, and the first town street home appliance festival in Humen Town will also be launched simultaneously.
Suning Dongguan has launched large-scale targeted group buying activities in Hongfu Road Store and Houjie Store in Nancheng. Fashion appliances have also increased the gifting of air-conditioned gifts.
According to the analysis of the heads of stores in Dongguan Suning and other places, according to the practice of previous years, the hot days are relatively concentrated from mid-late May to early June, and the seasonal peak season may continue until mid-July or the end of the month, so the air-conditioning consumer market is still expected. " Get back to life again. "
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