It is difficult for Xiaomi to break into the air conditioner market or dig a hole for itself

In August last year, Xiaomi launched a 1.5-horsepower inverter air conditioner with a price of 4,399 yuan, which failed to create a ripple in the air-conditioning market, but it did not seem to give up. The Sanyou Environmental Company founded by Xiao Youyuan has cooperated to further enhance its competitiveness in the air-conditioning industry.

Xiao Youyuan joined the air-conditioning company founded by Skyworth in 2014, but later left in 2016 for various reasons to found the current Sanyou Environmental Company, which mainly provides customers with ODM-based design, production, manufacturing, service and other air-conditioning businesses.

The air-conditioning market has formed a stable pattern

At present, China's air-conditioning market has formed a pattern of two air-conditioning giants, Gree and Midea. These two companies together account for more than 50% of the domestic air-conditioning market, and the rest of the market is shared by Haier, Oaks and a number of foreign air-conditioning brands.

Domestic air-conditioning brands are basically designed and manufactured independently. Among them, Gree and Midea have strong independent R&D and manufacturing capabilities. Both companies have their own compressor factories, and most of the compressors are supplied by themselves. They can be the key to the top two domestic air-conditioning market share.

With the development of e-commerce, the online market of air conditioners has also begun to explode. In the first half of 2017, the retail sales of air conditioners in the online market increased rapidly. The retail sales volume was 9.15 million units, a year-on-year increase of 95.5%. 28.7%; during the same period, the sales of air conditioners in the offline market only increased by 10.5% year-on-year, which shows the huge potential of the online air conditioner market.

In the past two years, AUX has continued to exert its strength in the online market. In 2016, AUX occupied the first place in the online air conditioner market. In the first half of 2017, it continued to occupy the first place in the online air conditioner market. Overall air conditioner sales increased by 154% year-on-year, followed by announcing in August that the full-year sales target was achieved ahead of schedule.

Seeing the continuous growth of the online market of Oaks, Gree, the leader of air conditioners, has also begun to make efforts in the online market. In the second half of 2017, it surpassed Oaks for many months and ranked first in the online air-conditioning market share, but at the end of the year, Oaks resumed. It has regained the first position in the online air-conditioning market, but it may be difficult for Oaks to challenge Gree and Midea due to the weakness of the offline market.

Xiaomi's entry into the air conditioner market may dig a hole for itself

So far, Xiaomi's main mobile phone business and TV business have operated in an asset-light mode and lacked its own manufacturing capabilities. However, because mobile phone and TV products have powerful foundry companies in the domestic market, this has played a role for Xiaomi. With its own software and marketing advantages, it has successfully leveraged OEM companies to rise in the smartphone market, but it has always been unsuccessful in the TV market. The market share is mainly snatched by Sharp and Xiaomi has a limited market share in the TV market.

As mentioned above, the air-conditioning market is completely different from the mobile phone and TV markets. Domestic air-conditioning brands and many foreign brands operate in an asset-heavy manner. They all have their own manufacturing plants and lack the OEM model. Xiaomi once reached a strategic cooperation with Midea, hoping to form a complementarity. However, from the later situation, Midea did not want to make wedding clothes for Xiaomi, so the air conditioner launched by Xiaomi last year was in cooperation with the weaker Changhong, and weak cooperation is often difficult. Success can be described in one sentence. Two turkeys cannot make an eagle. The result seems to be the same. The air conditioner launched by Xiaomi and Changhong has limited impact on the market.

The partner that Xiaomi chose this time, Sanyou Environment, is also a company that lacks its own manufacturing factory. At most, it can provide Xiaomi with services such as air-conditioning design. Xiaomi still needs to find an air-conditioning company with manufacturing capabilities to cooperate, but there are several air-conditioning companies to choose from. Woolen cloth?

If Xiaomi chooses to build its own manufacturing plant, it will be a big pit. The air-conditioning manufacturing plant can be invested in billions of dollars. This is probably not an easy task for Xiaomi. Of course, if it can be successfully listed this year. , funding should not be a problem.

If Xiaomi wants to give full play to its online marketing advantages, I am afraid there is no room for it. Oaks has already exerted its efforts in the online market and has awakened Gree. Now Gree, Midea, and Oaks have all taken advantage of the online market. Xiaomi’s Internet marketing is probably The online air-conditioning market also has little room to play.

To sum up, the author believes that Xiaomi’s continued efforts in the air-conditioning market is likely to dig a hole for itself. It may be very difficult for it to rely on Internet marketing in the air-conditioning market like the mobile phone business.

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