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Air Conditioning Heating
How Air Conditioning Work
Central air conditioning: Why is difficult to focus on the brand? - Heat pumps, central air conditioning - heat pump industry
Central air conditioning Is an emerging growth industry, many investors hold a positive attitude to enter. But occupying the central air-conditioning industry, which found that very interesting, has many unique features. The development of fast, single brand is difficult bigger; Marketing Cycle is very long, but relatively abundant return; big brands very happy, small brands still survive. Especially those that extend into the air from the home who is the same as the air-conditioning products can not understand why the central air-conditioning is difficult in the short term to expand the scale of it?
In fact, the central air-conditioning industry is difficult to focus on the brand, the most important one is central air-conditioning special industrial structure and product properties determined. Some brands have sought to fully competitive market, to achieve and home air-conditioning as the market concentration. Although, it could have some effect, but difficult to achieve the effect of domestic air conditioning. Therefore, it is necessary to focus on the central air-conditioning industry, the brand is difficult to do an analysis of the situation, discuss the central air-conditioning business growth development.
Dispersion pattern of die hard Central air conditioning and rapid rise in recent years into a fast-emerging industry. Data show that domestic air conditioning market in 2009 Sell The amount of 320 billion yuan, with sales of more than 500 million yuan in the 20 or so brands, sales in the 2? 500 million yuan of the brand closer to 30, with sales of 0.5? 200 million yuan, nearly 50 brands, the more than 100 active brands. The home air-conditioning has also been active in nearly a hundred brand, after years of years of industry reshuffle, the rest have less than 20 active brands, industry concentration is very high. Compared with the home central air conditioning has been the industry's full competition shuffling, but industry concentration is still much lower than domestic air conditioning.
Brand in the central air-conditioning on the growth rate to water (the wind) cold centrifuge, screw machine, represented by the traditional central air conditioning brand is a mild trend of development, while the multi-line represented by the emerging residential central air conditioning brand, the higher growth. For example, a typical traditional central air conditioning brand?? York, Carrier, Trane, McQuay and other brands into the Chinese market relatively early, in the past has been the market leader in central air conditioning. However, in the late nineties, new residential central air conditioners Daikin to enter the Chinese market on behalf of, the rapid rise and sales in recent years become the industry's largest brands. Come from an extension of domestic air conditioning Aesthetic , Gree, Haier and other domestic brands, also showed high growth trend. The fast growth in recent years is also more market-based home improvement brand, can be seen operating in different product attributes, the pace of development are different. Of course, true high-speed residential central air-conditioning the development of the main job and domestic hot real estate market in recent years.
Thus, we can clearly observe that the pattern of central air-conditioning industry, the brand is obviously different with the domestic air conditioning. Air Conditioner brand pattern is relatively concentrated, the market share of more than 700 million just to be more than 20 brands divided; and central air conditioning brand pattern is relatively dispersed, more than 320 billion market, there are nearly one hundred brands in the vertical and horizontal hard. Comparison of the results is clear, central air conditioning brand concentration is relatively low, and the current economic situation Environment Under no clear signs of change.
This, many of the industry is deeply difficult to understand. Some brands of leaders also complain that our home air conditioning has done a great scale, why it is struggling on the central air conditioning. In fact, they only see the similarities between the two, which are air-conditioning products, and have neglected the difference in nature between them. This nature of the differences, mainly in product attributes, consumer goals, design services, marketing models, marketing cycle, and many different aspects.
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