Inverter air conditioner staged three years of butterfly change Chinese companies into global protagonists

In just 3 years, inverter air conditioners performed the perfect butterfly change from "ugly duckling" to "little swan" in the Chinese market. According to statistics from the National Information Center, the market share of variable frequency air conditioners has climbed from 17.37% to 38.6% since the cold year of 2009.

Before the cold year of 2009, the market for this product accounted for less than 10% of the long-term stagnation. Behind this change, it was in September 2008 that the domestic air-conditioning giant Mida set off a "storm of variable frequency air conditioners" and subsequently used technology warfare, product warfare, price warfare, service warfare, promotion warfare, advertising warfare, etc. The “integrated whole industry chain” competition system for external resource integration and collaborative enterprise construction internally not only grabs the initiative of Japanese companies to grab industrial competition, but also makes Chinese companies become the absolute protagonist of the global air conditioning industry for the first time.

On August 30th, at the “2011-2012 Air Conditioning Industry Summit” sponsored by the National Information Center, Midea Air-conditioner led the domestic inverter air-conditioner industry for three consecutive years, and continued to win sales of inverter air-conditioners with a 34% market share in the 2011 cold year. The championship once again triggered widespread public debate. Wang Jinliang, vice president of the China Business Unit of Midea Refrigeration Appliances Group, revealed that: “In the cold year of 2012, Midea will target 15 million sets of inverter air conditioner sales.”

From the United States to the entire industry and push the National Information Center data show that: In the cold year of 2009, inverter air conditioner market accounted for 17.37%, 2010 cold year, inverter air conditioner market accounted for 24%, in 2011 the cold year this data grows to 38.6%. The sales of inverter air conditioners in the US climbed from 2 million units in the cold 2009 and 4 million in the cold 2010 to 10 million in the cold 2011.

Three years ago, this “frequency-impact storm” initiated by Midea quickly launched an “unprecedented” industrial upgrade in the Chinese home appliance market that was completely defined by the Chinese enterprises’ market-gaming rules and all Chinese and foreign companies had participated in and promoted. Transformation drama. "China Enterprise News" reporter noted that with the United States in September 2008 preemptively launched the inverter market, quickly attracted Haier, Gree, Chigo, Oakes and Panasonic, Samsung, Mitsubishi Electric, Daikin and other companies market layout of the frequency conversion Transformation.

In this regard, Wang Lei, deputy director of the China Household Electrical Appliances Association, pointed out: "The inverter air conditioner represents the direction of upgrading and transformation of China's air-conditioning industry. The success of the United States lies in grasping the direction of industrial upgrading and transformation, and integrating the company's industrial layout with the development of the industry. Create it later."

Many air-conditioning business people told the "China Enterprise News" reporter: "Since last year, Chinese and foreign air-conditioning companies have reached a unified understanding, do not do inverter air conditioner there is no way out." However, Wang Jinliang said: "Behind the frequency of the storm, not just Midea’s establishment of an absolute leading edge in the domestic inverter air conditioner industry has also shaken the speed of the frequency conversion of the domestic air conditioner industry.”

The strength of the integration of the entire industry chain This year, with the Chinese home appliance industry stepping into the “giant competition” era, the development goals and industrial layout of the home appliance giant led by the United States no longer remain in the development of the domestic market, but began to face the world The dominant market has developed a global layout.

In this regard, Wang Jinliang told the "China Enterprise News" reporter: "The United States not only to promote the popularity of inverter air conditioners in China, but also through the 'integration of the entire industry chain' platform innovation and integration, the establishment of new industry development rules and growth model, Lead the future development trend of the world's air conditioning industry."

The air-conditioning of the United States is derived from the integration of the "integrated whole industrial chain" competitiveness built in recent years. At the core of the frequency conversion industry chain inverter compressors, Midea Group's Guangdong Meizhi Co., Ltd. is the world's largest and most advanced air-conditioning compressor manufacturing company, with an annual output of more than 30 million units, breaking the foreign technology of DC inverter compressors monopoly. At the same time, in the “shortcomings of the frequency conversion chip module” of the Chinese company’s largest short board, the most advanced R&D centers such as the US IR variable frequency chip joint research and development laboratories, the US TI variable frequency chip joint research and development laboratories, the United States Sanyo inverter module joint development laboratory, etc. Perfect layout, this year through the cooperation with Toshiba Carrier to master the global inverter air conditioner "black box" technology.

In addition, on air-conditioning DC brushless motors, Welling Holdings, a subsidiary of Midea Group, is one of the world's largest manufacturers of micro-motors and holds the largest market share of domestic air-conditioning motors in the domestic market. These systematic advantages undoubtedly establish the absolute leading edge for the United States in the global competition.

It is through the construction of the entire industrial chain competition system that Midea has created a new chapter in the global air-conditioning industry's global market competition. It also promotes domestic air-conditioning companies from the initial “large-scale competition, core technology competition, and large-brand competition” to “all "Industrial chain integration platform competition" has risen to the continuous transformation of "competing the industry ecosystem chain system under creating stimulus demand".

Sanli Enclosed Ensuring Ensuring Upgrade and Transformation In the "Twelfth Five-Year Plan" development plan, China's home appliance industry has set clear goals for energy conservation and environmental protection: By the end of 2015, the average energy efficiency of major home appliances in China will increase by an average of 10%, which means that inverter air conditioners will In the "Twelfth Five-Year Plan" period, we will usher in a more steady development momentum.

However, when inverter air conditioners took the lead from the United States to collectively promote the participation of Chinese and foreign companies, they still experienced a period of arduous development. As early as in 2008, inverter air conditioner experienced a stagnation period of more than 10 years from the introduction of technology to product launch and marketing.

With the national “home appliances to the countryside” policy and the “old-for-new” policy, inverter air conditioners have gradually been included in the scope of state financial subsidies. At the same time, the National Development and Reform Commission has also revealed that inverter air conditioners will be included in the “energy saving” at the end of high energy efficiency fixed frequency air conditioning energy subsidies. Huimin "subsidy. This series of policies shows that the attention of the national policy level for inverter air conditioners has also been continuously strengthened.

When the frequency conversion air conditioner popularized from a company's market behavior into a common move of the industry, and ultimately received a high level of attention at the national policy level, with "excellent energy-saving" advantage of the inverter air conditioner accumulated sales in three years, to the community "energy-saving emission reduction" The direct benefits it brings will eventually become a strategic measure for “promoting the country, benefiting the people, and benefiting the enterprise”, and will realize the integration of corporate interests, market demands, and national interests.