In the first quarter of 2017, the air conditioning enterprises new frozen annual opening situation is good, coupled with the success of last year to remove the amount of inventory, the whole industry for a time this year's market trend and unusually optimistic.

However, according to refrigeration big market reporters know the truth may not be so. Data show that the average price of air conditioning industry in 2017, offline is 4046 yuan/set, online is 2767 yuan/set; In the fifth week, the average price is 4,226 yuan/set offline and 3,001 yuan/set online; In the 11th week, the average price is 3,740 yuan/set offline and 2,746 yuan/set online. It is not difficult to find from the trend of the data that the average price peaked during the Spring Festival, and the price began to fall rapidly after the Spring Festival. Average offline prices fell by 11.5 percent and online prices by 6.81 percent. The annual average price continues to fall, on the one hand, indicates that the previous price increase wave of air conditioning industry is "empty" type of hype, the fact is that competition is extremely fierce, no one dare to risk losing market share to actually raise prices.

Even the giants such as Gree and Midea are in the same situation. Their average price is going down, otherwise the average price of the industry would not go down, because these two companies together occupy more than 6-70% of the market share. If the market is not fierce competition, like now raw material prices continue to rise in the background, who is willing to pull down the final price ah, it is real money ah.

Some say that sales of air conditioners were good last year and that this year s sales will be even better because of the light load. However, the sales volume of air conditioning last year was also a sudden outbreak after the industry struggled in the trough of previous years, but this is not reproducible: on the one hand, the national weather was relatively hot last year; On the other hand, since the middle of last year, the real estate market is active, as the downstream of the industrial chain of air conditioning sales naturally rising. For now, the weather factor is unknown; Since March this year, several rounds of real estate policy controls have been ushered in.

In addition, the hot sales in 2016, to some extent overdraft the demand in 2017. According to the air conditioning year to calculate, the probability of a large increase in 2017 is very low.

These factors add up to only cautious optimism for 2017. Of course, I am not looking down on the air conditioning industry, after all, Chinese white TV giants (including air conditioning) have already surpassed the joint venture brand in the domestic market leading the market for more than ten years, in the international market has become the market leader. In terms of industrial scale, sales volume and technology research and development, the home appliance industry has been leading the world. However, it is also because of this that, as an extremely mature industry, after experiencing high growth in the early stage, the industry should abandon the fantasy of skyrocketing all the way forward, and enter the stable development will be the norm.

In recent years, under the influence of economy, policy and increasingly fierce brand competition, price war and other multiple factors, the domestic air conditioning industry has ended the continuous growth trend of many years, and gradually entered the stage of stock competition from high-speed development. The domestic air conditioning retail market industry continues to be depressed.

According to AVC (AVC) total data show: from January to October in 2020, the retail sales scale of the domestic air conditioning market decreased by 22.8%, and the retail volume decreased by 12.8%. Local real estate regulation policies on the home improvement retail market is worse. Therefore, under the environment of increasing downward pressure in the industry, the rapid development of the fine decoration market has injected new vitality into the air conditioning market. According to AVC real estate big data monitoring shows: from January to September in 2020, there were 1.901 million sets of newly opened residential buildings with fine decoration, among which 744,000 sets of air-conditioning supporting scale, a year-on-year growth of 5.3%, and its matching rate continued to rise to 39%, an increase of 10 percentage points compared with the same period last year. In terms of product types, the central air conditioning supporting scale represented by multi-on-line and unit units reached 611,000 sets, with a year-on-year growth of 11.4%. The allocation rate rose to 32.1 percent, up 9.2 percentage points year on year. This shows that the overall upward trend of central air conditioning is more obvious, the future market demand is a good.

Based on the new normal of Chinese economic development, the current situation, the situation and the new development opportunities of Chinese refrigeration air conditioning industry are researched and analyzed. In accordance with the five development concepts of "innovation, coordination, green, open and sharing", from the realization of the transformation and upgrading of "manufacturing power" to "manufacturing power", the industry must establish new development concepts and lead new practices; In addition, efforts should be made to build strong intellectual property rights, quality and manufacturing, so as to realize the sustainable development of refrigeration and air conditioning industry under the new normal.