空调三巨头排名上周突变
China's Air Conditioning Industry: A Closer Look at Market Dynamics China's Air Conditioning Industry: A Closer Look at Market Dynamics
Despite intense competition, the top brands in China's air conditioning industry have maintained a strong presence. Midea, Gree, and Haier collectively hold nearly 80% of the market share, adhering to the "Three-way Split" industry structure.
However, the competitive landscape in the air conditioning industry is fraught with uncertainty. According to data from the 26th week report by ChangHong, in terms of retail sales, Midea has a 29.1% share, followed by Haier with 27.2% and Gree with 23.8%. In retail volume, the rankings are consistent with the sales shares: Midea at 28.6%, Haier at 26.1%, and Gree at 20.6%.
Haier is increasingly closing the gap with Midea, both in retail sales and volume. The air conditioning industry in China has always been highly competitive, with brands vying for market share through various strategies. The emergence of new brands has also served as a wake-up call for the leading brands to remain vigilant.
Midea has a solid presence across all price segments and has deeply invested in its supply chain. Recent data shows that Midea continues to offer subsidies during events like 618, focusing on a strategy of universal benefits.
Haier occupied 4 spots in the top 10 best-selling list in the 26th week, with products like "Net Saving Electricity" catering precisely to user needs. The company saw a 13.8% year-on-year increase in domestic sales and a 6.9% increase in foreign sales from January to July, the highest among the top three brands.
Gree has continued to focus on the high-end market in recent years, striving to match the needs of young consumers for "cost-performance + intelligence" in product iterations. The company has also created industry buzz with events like the "Dong Mingzhu Meng Yutong co-hosted live broadcast" show.
Of course, the competition in the air conditioning market remains fierce, and the market structure is filled with uncertainties. The era when brand inertia or a single technological barrier could secure market positions is fading. Now, it's all about accurately capturing user needs in real-life scenarios and effectively transforming technical value. Ultimately, the market's outcome is decided by the trust votes cast by millions of users.
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