Fresh air conditioning is becoming a new round of wind vane in the air conditioning industry

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In 2020, the new air conditioner, once known as the "new favorite of the industry", after nearly two years of development, is no longer limited to a few brands at the head of the industry. At present, Aucma and Xinke air conditioners have launched fresh air conditioning products. According to other media reports, brands such as Handian, Xiabao, Meibo air conditioner and Guangxi Yingtian may be storing relevant technologies or planning to launch relevant products this year.
It can be seen that more and more small and medium-sized brands have joined the layout of fresh air conditioners, and fresh air conditioners have become the vane of a new round of development in the air conditioning industry.

Small and medium-sized brands end up one after another
If the targeted layout of mainstream brands such as Gree, Midea, Haier, Oaks, Hisense, TCL, etc. can still be regarded as a signal of the rise of the sub-category of fresh air conditioning, then the addition of small and medium-sized brands such as Xinke Air Conditioning, Xiabao, and Handian means that the product trend of fresh air conditioning has been recognized as an industry consensus in the industry and has become an important direction for the development of the air conditioning industry at this stage.
Chen Shaolin, vice president of TCL industry and general manager of TCL air conditioning division, said at a recent event that fresh air conditioning is not only the product strategy of TCL air conditioning, but also the brand strategy. It is planned to realize that air conditioning without fresh air function will no longer be sold in the Chinese market in the next five years.
In an interview with a reporter from China State Grid last year, Wang Wenhua, the domestic marketing director of Xinke Air Conditioning, also mentioned that one of the two key points of the company's business layout is fresh air health air conditioning. "In the past two years, due to the impact of the epidemic, health has become the mainstream direction of the industry, especially fresh air conditioning to solve the fresh air and air conditioning two categories of their respective pain points, air conditioning healthy air is also the direction of consumer focus, so fresh air conditioning is also the company's layout focus, for which we have invested more than 30 million yuan in research and development."
At present, many brands for the layout of fresh air conditioning, in general, will bring three aspects of the impact. First, with the addition of more brands and the listing of new models of fresh air conditioners, the overall scale of fresh air conditioners will continue to soar in the future. Second, with the increase in the penetration rate of fresh air conditioners, the premium rate of fresh air conditioners will further decline. Third, the increase in penetration rate will also promote the trend of product segmentation within fresh air conditioners, in order to pursue the difference points of products, brands will distinguish between large fresh air volume, healthy purification of fresh air, punching methods, and visualization of selling points.
Li Xue, an analyst at the Industrial Online Home Appliances Division, told the State Grid reporter that the layout of fresh air conditioners by various air conditioning enterprises is to adjust and optimize their product structure for themselves, and to further stimulate the demand for market upgrading for the industry. The high flame of gathering firewood promotes fresh air conditioners to become popular products and realizes the development trend of differentiation from traditional air conditioners.
At present, fresh air conditioning can solve the problem of freshness of the air environment, realize the exchange of indoor and outdoor air, increase the oxygen content of indoor air, purify the air and improve the air quality. At the same time, the fresh air conditioner can also monitor the indoor air environment in real time, intelligently identify and judge the comfortable temperature, and open different usage modes.
At this stage, enterprises mainly focus on micro-positive pressure technology, large fresh air volume, multi-purpose machine, self-cleaning, target population segmentation and other aspects, to do a series of functional and technical upgrades to the fresh air conditioning. In the future, in addition to upgrading the fresh air conditioner around the size of the air exchange volume, whether it has a carbon dioxide sensor, whether it is two-way air exchange, whether the fresh air enters the room is purified, and the punching method, the field of human-computer interaction intelligence and the demand trend of young groups are also expected to become the development direction for enterprises to continue to explore the fresh air conditioner.
Fresh air conditioning against the trend of growth
Under the influence of the new coronary pneumonia epidemic in early 2020, more and more people are paying more attention to environmental health issues, and fresh air conditioners that can improve indoor air quality have become a favorite among some consumers.
Fresh air conditioning has maintained high growth since 2020, and has become a sub-category in the air conditioning market that far exceeds the growth rate of the industry. According to GfK's total data, retail sales in the home air conditioning market reached 832000 units in 2021, up 113.8 percent year-on-year, while retail sales were 4.84 billion billion yuan, up 67.2 percent year-on-year, while retail sales in the home air conditioning market fell 7.6 percent year-on-year and retail sales rose 0.5 percent year-on-year.
At the same time, the proportion of fresh air conditioning in the air conditioning market has also been increasing in the past two years. GfK Zhongyikang shows that the share of fresh air conditioners in retail volume and retail sales of household air conditioners will be 1.7 per cent and 3.1 per cent respectively in 2021, increasing the share of fresh air conditioners by 1.0 per cent and 1.2 per cent respectively compared to 2020.
At present, fresh air conditioning presents two major trends-from the perspective of product life cycle, fresh air conditioning is entering a high-speed growth period, is expected to continue to maintain high-speed growth in 2022, 2023. Liu Long, senior analyst of GfK Zhongyikang Air Conditioning Category, told reporters from China Home Appliance Network that although from the current data, the retail sales share of fresh air conditioning in the offline market is still higher than that of its online market, with the rapid popularization of such products in the online market, the gap between the two is very close. By the end of 2022, the online market penetration rate of fresh air conditioning will exceed the offline market as a high probability event.
"In an environment of weak domestic demand for overall air conditioners, fresh air conditioners, after years of cultivation, overlaid with the impact of the epidemic, have gradually become the darling of the market, starting in 2022 with the same high profile and rapid occupation of the market." Li Xue said that at present, the penetration rate of fresh air products in my country has not yet reached 10%, and there is still a lot of room for development in the future. With the continuous implementation of the dual-carbon target, the health and environmental protection themes of the products on the enterprise side continue to appear, and the main breathing of fresh air conditioners The functions of health adjustment and temperature adjustment have obvious advantages in future consumption upgrades.
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