New ideas for the air-conditioning industry: one for the national industry users

“One hour in the evening, the air conditioner only uses 1 kWh of electricity, which will have a strong purchasing power impact on many users in the 3rd and 4th tier markets. After all, air conditioning has always been known as the “electric tiger” at home. In recent years, not only national policies have actively subsidized energy-saving sales of air conditioners, but many leading companies in the industry have also been upgrading their energy-saving products. When consumers see such an intuitive power-saving effect as one night of electricity, it is obviously difficult to resist this. New products."

Since the second half of last year, the domestic air-conditioning industry suffered from the deterioration of the external economic environment, the withdrawal of policies and the shrinking of internal consumer demand, and the market downturn. The market retail sales and retail sales all experienced double-digit declines. How to maintain stable and sustainable development in the cold year of 2013 that has been opened has become a "public question" for all Chinese and foreign companies.

Recently, with the US full-DC upgrade strategy once again opened a new round of full-scale attack, and launched a "1 night of electricity" brand new energy-saving technology products, hidden in the United States behind the air conditioning business transformation "with the help of national energy policy subsidies Dongfeng, Embarking on the air-conditioning industry's energy-saving upgrade main channel and aiming at the potential rigid demand of users, the "trinity" business integration strategy has also begun to emerge. This is considered to be the most effective means to break through the market's predicament and build an autonomous growth system.

From three consecutive years of "Conversion Air Conditioning Champion" to today's "Full-DC Air-Conditioning Air Conditioning Champion", not only the air-conditioning industry's full DC-to-inverter air-conditioning upgrade strategy has begun to accelerate implementation, but also reflects the leading US-based air-conditioning industry leader. More and more companies are building internal independent growth systems through the transformation of business strategies such as "technological innovation and product replacement."

The integration of the national policy and the direction of the enterprise The rapid and widespread adoption of inverter air conditioners, in addition to being the leading force in the industry, such as the United States, took the initiative and strong force, from the national policy for the continuous promotion of air-conditioning energy saving technology innovation and energy-saving subsidies for energy-saving air-conditioning sales, also Plays a huge role.

Since the implementation of the national “Home Appliances to the Countryside” policy in 2009, inverter air conditioners have quickly been incorporated into the scope of state financial subsidies, and consumers can obtain 13% of state subsidies. Since then, in the country's annual release of a "government procurement of energy-saving green list", inverter air conditioner is the main product of the main push. Since the beginning of this year, in the State Council’s “energy-saving benefits” subsidy for five types of energy-saving appliances, inverter air conditioners have been on the list, and they have enjoyed financial subsidies of up to RMB 400/station.

Air conditioners, which are households with large power consumption, are major players in the government's implementation of the “energy saving and emission reduction” policy in recent years. At the same time, frequency conversion technology as the main solution to the energy-saving upgrade of air conditioners has been widely popularized and applied in recent years. Full DC technology is also considered to be the only direction for future global inverter air conditioners to continue energy-saving upgrades. At present, Japan, which has implemented the "energy-saving leader" system for many years, is using full-direct current technology to complete the country's goal of ensuring energy-saving improvement for air-conditioning companies.

In recent years, every time the American air-conditioner jumps over and takes the lead in the frequency conversion storm and full-DC upgrade strategy, it has raised the curtain for the industry's improvement in energy-saving technologies and energy-saving thresholds. As a result of the deep integration of inverter air conditioner “refrigeration system energy efficiency level” and “frequency control precision control capability” to the top level, Midea’s “1 kWh/night” energy saving technology launched in the cold year of 2013 has become the development of China's inverter air conditioner technology. A milestone in history has achieved the perfect integration of national industrial policy and corporate development.

Wu Wenxin, president of Midea Home Air Conditioning Division, points out that “Whether it is the previous storm of inverter air conditioners or the current full DC upgrade strategy, these are the air conditioners of the United States that are in line with the national energy conservation policy, and are geared towards product upgrades, technological innovations, market applications and user needs. The continuous innovation drive is to combine the firm's development direction with the direction of the country’s policy.

Facts have proved that the clear direction and trend of the company's development based on national policy guidance, and even product technology innovation that leads the development orientation of the national energy conservation policy, will establish the overall view of the enterprise's market competition and build the company's internal growth system.

Collaboration between corporate innovation and industry trends In recent years, with the strong promotion of leading air conditioner companies in the United States, China's air-conditioning industry has ushered in a new round of development. According to Xu Dongsheng, the general secretary of the China Household Electrical Appliances Association, "The mature application technology, high-performance and high-quality products, and the product structure that perfectly matches the market demand make Midea's inverter air conditioners popular with consumers and continue to lead the upgrade of the inverter market." .

From the cold year of 2009 to the cold year of 2012, in just four years, inverter air conditioners achieved a one-year popularity in the Chinese market and a three-year mainstream development. This is precisely because Midea Air-conditioner has taken the lead in constructing a main channel of industrial competition in which enterprise technology innovation leads the industry development wave in the wave of development of enterprise innovation and industry trends.

Cai Ying, Assistant Director of the Development Department of the National Information Center, explained that “the 2012 Refrigerated Annual Inverter Air Conditioner Market Report” pointed out: “Reviewing the development trend of the domestic air-conditioning industry in the short period of five years from 2008 to 2012, and accelerating the popularity of each On the time node, it is because of the acceleration of the air conditioning in the United States."

In the cold year of 2012, China's inverter air conditioner sales accounted for 47.3%, and sales accounted for approximately 52.07%, firmly occupying the mainstream of the air conditioner market. From the cold market in 2008, the market share was less than 8%. This year, inverter air conditioners have become the mainstream of the domestic market and become the first choice for consumers. The development of inverter air conditioner market has achieved a historic leap. Similarly, as the leader of this industry trend, Midea Air Conditioning has also laid a leading position in the development direction and trend of China's air-conditioning industry, firmly grasping the definition of the industry's future development direction.

Since last year, Midea Air Conditioning has once again accumulated the most advanced frequency conversion core technology, the most complete industrial chain competitive advantage and the most abundant product line layout, and stood at the forefront of the frequency conversion upgrade, starting and deepening the full DC upgrade strategy. Wu Wenxin said, “From the full popularity of inverter air conditioners, the full DC upgrade battle, to the realization of 1 kWh of energy saving technology in the evening, this is both the historical mission of Midea’s air conditioners and it also fully demonstrates our “leading position in technological innovation as an inverter air conditioner” and “industry”. Upgrade advocates' strong strength.

The connection between technological innovation and consumer demand At present, the overall decline in the air-conditioning market has been inevitable, but the rigid demand in this area continues to exist: the second-generation replacement of the primary market to update the purchase, the rigid demand of the secondary and tertiary markets, 45 The first purchase of the market. How to find the convergence point between the company's product innovation and the user's rigid demand, and thus firmly grasp the new demand in the context of the slowdown in new industry demand, has become the only means for many air-conditioning companies to seek stable development.

In recent years, as the global economy has experienced the impact of the Internet age, new technologies such as Internet of things and intelligence have emerged in an endless stream. At the same time, the consumption of home appliances represented by air conditioners has also undergone a transition from a "fixed-to-production" enterprise to a fast-moving, consumer-oriented shift toward "distribution based on sales." The new trend of personalized customization has begun to emerge, which has brought unprecedented new topics to traditional air-conditioning companies. “The 2013 new year's all-DC frequency conversion new products of the United States, especially the industry's first 'one-night-one-degree-electricity' energy-saving technology, is adhering to the purpose of 'creating value for consumers', and focuses on improving the core use of air-conditioning products. Only by letting consumers continue to experience the power of new technologies, the full DC inverter air conditioner era in China's air conditioner industry will come more quickly."

Wu Wenxin said that one night of energy-saving technology is an innovative product that seamlessly connects the company’s technological innovation and the potential needs of users. This not only bears the benchmark role in leading the research and development direction of the industry's inverter air conditioner products, but also will drive competition in the industry to eliminate competition in technology extreme data without practical significance, thereby avoiding consumers' unnecessary choices in the concept of “toutou”.

It is not complicated to solve the "product technology to avoid gimmick hype". According to Li Qiang, director of the US Home Air Conditioning Technology Center, “It is the innovation of details surrounding product technology that truly aligns the direction of technological innovation with the direction of the actual needs of users. Through highly efficient cooling systems and '0.1HZ' fine control "Technology is a support, with 0.1W ultra-low power standby, 0.1hz ultra-low frequency operation, ± 0.1 degrees thermostatic fine control of the three core technologies."