The CEO of a certain air-conditioning company recently sent a WeChat to the author a few days later. The contents of these WeChat are the new air-conditioners that he has seen in the recent past. A new brand has emerged in the past five years. It has not been a new thing in the air-conditioning industry in the past year. Even many people in the industry have been numb and eccentric about the emergence of new brands.
The blowout market of two consecutive peak season markets fully demonstrates the huge demand space and short-term game opportunities in the domestic air-conditioning market; while the large-scale home appliances represented by refrigerators, washing machines and color TVs have been stagnant in the past few years. Promote the penetration of social resources into the air-conditioning industry; more importantly, the leading brands under the representative of Gree, Midea and Haier, the high pricing strategy in product sales, provide superiority for the survival and development of small and medium-sized brands and the birth of new brands. Industrial ecological environment.
However, in the 2018 annual off-season, the industry's shipments still maintain a year-on-year growth trend. The emergence of a large number of new air-conditioning brands does not mean that the domestic market is full of flowers. In the past six months, the capacity investment and brand number of China's air-conditioning industry have increased, but it has further intensified the contradiction between supply and demand. Behind the emergence of new brands is the chaos that has been catalyzed by the development of the air-conditioning industry to the current stage.
First of all, the "edge ball" brand has disturbed the brand order of the domestic air-conditioning market to a certain extent. Many consumers may not know that the "foreign-brand" air conditioners they bought in the past are not true foreign brands. By simply modifying and adjusting the image of foreign brands in Chinese and English LOGO, it has become a collective behavior of the new brand of the air-conditioning industry. Panasonic, Sanyo, Samsung and Siemens are concentrated groups that are imitated by small brands. In 2017, the total sales volume of all Panasonic's “edge ball†brands exceeded the sales volume of Panasonic air conditioners.
The damage of foreign brands is the first to bear the brunt, but the real damage is the consumer users. Foreign brands have a natural brand competitive advantage in the domestic market, which is the direct reason why the “edge ball†brand is not uncommon. Simple brand image imitation can make many small brands have strong competitiveness in the terminal, because a large number of consumer users are difficult to distinguish the true and false of foreign brands.
Second, the large area of ​​product hidden dangers will affect the healthy development of the air-conditioning industry. Brands can be confusing, but many brands of products are difficult to achieve the same "real value" as foreign brands. The author understands that a large number of small brands of air-conditioning products basically do not meet the national energy efficiency standards. In order to pursue cost advantages, energy efficiency standards have become a common phenomenon within the small brand groups within the industry. Even small manufacturers with their own production lines are not fully regulated in the implementation of energy efficiency policies.
What's more, most small and medium-sized brands do not have independent testing rooms, development platforms (not to mention R&D systems) and after-sales service systems. They rely entirely on OEMs and social resources to promote the sale of their products. There is no detailed planning for the long-term development and brand building of enterprises, and the pursuit of a short-term interest cash out, this opportunity-oriented survival development model will also have a destructive effect on the industrial ecology.
Now, OEM and ODM are cutting into the light asset operation mode of the air-conditioning industry. The model itself does not adversely affect the industry and the market. However, most small brands and new brands lack product development, upgrade and R&D capabilities, which in turn amplifies the negative impact of OEM and ODM methods.
Hegel said that existence is reasonable. The air-conditioning industry is now able to have so many new brands, and because the market and channels have abundant demand resources for these brands. However, the larger the diffusion area of ​​the above phenomenon and the longer it exists, the more difficult it is for the interests of the consumer users to obtain sufficient protection, and the ultimate damage is the sustainable development of the entire air-conditioning industry.
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