Air conditioning inventory is now worrying 2012 cold-year corporate response needs to be more cautious

The business agency reported on August 23 that in the cold year of 2010-2011, the industry's favorite word is "perfectly closed." Yes, this year is perfect. The rapid development of the inverter air conditioner market has caused the situation of “fixed frequency, variable frequency tug of war” to be broken. Inverter air conditioner has finally been promoted under the unremitting efforts of the company. In May 2011, the retail sales volume of inverter air conditioners increased by 151.3% year-on-year, of which the sales volume of variable-frequency on-hook shipments increased by 63.2% year-on-year, and the retail sales volume of counter-controlled inverters increased 88.1% year-on-year. The proportion of inverter air conditioner market exceeded the fixed-frequency air conditioners for the first time. It reached 53.4%, and the annual sales volume of inverter air conditioner was about 18 million units, and the export volume was about 5.6 million units. Among them, the proportion of sales in the primary and secondary markets is expected to be 60%-70%, and the sales volume of inverter air conditioners in the 3rd and 4th markets will exceed 40%. The sales of variable frequency and fixed frequency air conditioners increased to bring the air conditioner market to full bloom. According to the data released at the “China Air Conditioning Industry Development Trend Summit”, the 2011 frozen home air conditioner industry achieved 49.19 million units of terminal sales, an increase of 34.4% year-on-year. It is another "big year" after the 2010 freezing year.

The rapid development of the booming air-conditioner market at the beginning of the year prompted the company to expand production at the beginning of the cold season. In July 2010, Haier's non-fluorinated inverter air conditioner Jiaozhou specialized innovation base was laid. The new base is based on a non-fluorine frequency inverter and fully invested in Haier air-conditioning. Successfully developed and produced internationally leading technological achievements such as fluorine-free frequency conversion, internet of things, and recycling energy. After completion and production, it will become the 17th specialized production base established by Haier air-conditioners worldwide, and the first-phase production capacity will reach 3 million sets.

Gree and Midea were not to be outdone. In August, they also raised funds to raise funds. Gree Electric Appliances raised capital to raise funds for five projects: Headquarters Commercial Air Conditioning Technology Expansion Project, Wuhan Commercial Air Conditioning Construction Project, Zhengzhou Home Air Conditioning Construction Project, and Annual Production 6 million sets of new energy saving and environmental protection household air conditioning compressor projects and energy saving and environmental protection refrigeration equipment engineering and technology research center technological transformation and construction projects. The United States issued a non-public issuance plan, raising funds to reach 4.36 billion yuan, intended for the company's central air conditioning Hefei project, compressor Wuhu project, refrigerator Jingzhou project, refrigerator Nansha project, home air conditioning Nansha project, home air conditioning Wuhu project. Behind the wave of expansion is an optimistic estimate of the domestic home and commercial air-conditioning market, so before the cold start in 2011, the company took the lead in the layout of air-conditioning production lines to ensure adequate supply of products.

Expansion of production brings inventory inconvenience The expansion of production directly leads to a surge in the number of products. Although sales of air-conditioners in the cold year of 2011 were quite prosperous, inventory problems have been highlighted during the cold season. In addition, during the pre-cold period, rumors of policy-based price hikes prompted market demand to be released earlier, resulting in insufficient market demand in the later period. At the end of the cold season, China’s southern and northern regions are generally rainy and the climate is relatively cool. The air-conditioning industry that eats through the weather is caused by the weather, and the overall air-conditioner industry’s inventory backlog is inevitable. In addition, the national macro-control policies have an impact on the overall property market. The downturn will directly affect the air-conditioning market in the second half of the year. Due to various reasons, the growth rate of terminal sales in the cold year of 2011 was slightly lower than the increase in domestic sales of goods by 39.5%, the total amount of air conditioning industry inventory reached 16.2 million units, and 12.25 million units of 2010 cold companies increased by 3.95 million units, an increase of 32.2%. %, this stock level has reached twice as much as in 2009. Among them, the factory and central library inventory was 10.8 million units, and the commercial inventory of channels was 5.4 million units, which had exceeded the historical highest level.

High stocks bring some hidden troubles for the upcoming 2012 cold air-conditioning year. The backlog of inventory products leads to the inability of funds to be withdrawn in a timely manner, affecting the flow of corporate capital chains, and will inevitably affect the production and innovation of products in the next cold year. And a large number of inventory backlog occupied factory capacity, for the new product 2012 cold year has not yet begun, there are many companies have begun to take precautions to solve inventory problems.

In response to the problem that traditional channels are greatly influenced by seasonal factors, air-conditioning manufacturers have “touched the net” and new marketing techniques have stimulated the sales of new products such as the Oaks and Taobao Electric City cooperation. Cost-effective launch of group purchase. Foreign brands are not to be outdone. Samsung Air-Conditioning cooperates with Jingdong Mall and Suning Tesco. The e-commerce channel will focus on home decoration and air-conditioning solution products. Introducing e-commerce from the perspective of home decoration will create differentiated competition with other brands.