Home appliance industry ushered in new business opportunities for mobile air conditioning.


The appliance industry is ushering in new opportunities, but it has not been able to escape from the field of air conditioning. This is also the answer: as the greatest invention of twentieth Century, air conditioning has become a good helper for people's life and work.

Mobile air conditioning, which is not fresh, has been renewed in the Chinese household appliance market for the last one or two years because of the diversification of consumer demand and the diversification of the application scene.

Will this become the new scale growth point of the air-conditioning industry after family and business? At present, it can not be fully confirmed, but for some air conditioning manufacturers, mobile air conditioning in the next 2-3 years of a continuous increase in volume, is a new round of new opportunity to make money.

The giant male soldiers are all together
Since 2018, the consumer market of mobile air conditioner has been very busy. Us, Haier, Hisense, and GREE, AUX, and Zhicheng advanced a large number of enterprises to intervene heavily. They began to aim at this category which was not valued in the past.

At the same time, there are also TCL Delong, Jiangsu friends Austria, Zhongshan Lian Chang and a number of professional export enterprises, also watching whether to increase export to domestic marketing investment. In addition, more than more than 30 small and medium brands, even miscellaneous cards, have also begun to intervene in the market through the way of OEM, and find the possibility of speculation at any time.

People in the industry confessed that they did not think of mobile air conditioning, and will be paid attention to by these enterprises in the situation that the whole household air conditioning market continues to leap forward this year. This fully shows two signals: first, the large enterprises are also looking for new growth points. In the past, the main export of the mobile air conditioning is to develop the domestic demand market and meet the diversification of consumption.

Two, in recent years, the ceiling of large-scale growth of household and commercial air conditioners has been very obvious. Mobile air conditioning as a new business support is understandable. More importantly, whoever wins first will win the opportunity.

Compared with the European and American markets, the annual demand for mobile air conditioning is kept in the scale of around 5, 6 million, GREE, the United States, TCL and other enterprises are also snatching the market share of the overseas mobile air conditioning. However, in the Chinese market, under the influence of housing structure, consumption concept, use habit, and product performance, over the past 10 years, it has been in the confused channel of "the enterprise does not promote, the merchant does not sell, the consumer does not know".

At present, the share of mobile air conditioners in families is negligible, and the proportion in the commercial market is completely absent.

Diversity of demand and diversity of scenes
In recent years, many air conditioning manufacturers have attributed the lack of mobile air conditioners to the market in China, which is attributed to the unrecognized consumption habits. At the same time, the noise of the mobile air conditioning is also a major cause.

However, in the context of the continuous upgrading of the consumption concept and the improvement of the housing structure, the "removable and exempting" dissimilation advantage of mobile air conditioning has enriched its commercial application scene, and the noise problem of the product has been optimized in technological innovation.

At the moment, the main application scene of mobile air conditioning is defined as the first choice for the kitchen; at the same time, in some street shops, as well as barber shops, small supermarkets and other places, and many rooms that can not have holes in the installation of household air conditioning, they can be solved by mobile air conditioning.

More importantly, its easy to install light after service mode, as well as its mobile multi scene application, and other functions, such as wet and warm, can meet the needs of the life of different families and the work of the users.

Since last year, the mobile air conditioner in the Chinese market is only "the sharp corner of small lotus". In 2017, the domestic market shipped only about 500 thousand units. However, from the first quarter of this year, Jingdong, Tmall and other e-commerce platform shipments, as well as some air conditioners under the line of air conditioners, if the temperature continues to rise, this year is expected to stand up to 800 thousand - 1 million platforms.

At present, the price of 1.5 main brands of mobile air conditioning is about 2500-3000 yuan, and it is clear that the net profit rate is at least 10 points higher than that of 1.5 domestic air conditioners. More importantly, the current brand of mobile air-conditioning consumption, as well as the obvious price war, also divided the two competitive camps from the beginning of industrial development.

More importantly, as more enterprises participate in the promotion and more users begin to experience, this will quickly form a "herd effect" in the short term, thus prying the scale and continuous volume of the whole mobile air conditioning in the Chinese market. At least for the next 3-5 years, the ceiling of mobile air conditioning is not growing.