Energy-saving New Deal Chills: Accidental Help Chunlan Air Conditioning Revival

The country’s energy-saving subsidies, which look very beautiful, have frequently encountered embarrassment and doubts during the implementation of the air-conditioning market.

"A 1.5 horsepower Gree 2 variable frequency air conditioner, Jingdong Mall price 6499 yuan, count the national energy subsidies 240 yuan, the price is also as high as 6259 yuan. The same specifications of Gree 3 inverter air conditioner, Jingdong Mall price was only 3349 yuan The difference between the two is nearly 3,000 yuan, and similarly, Mitsubishi Electric's 1.5-hp class 1 energy-efficient inverter air conditioner sells for 6,200 yuan, the state subsidizes 300 yuan, and the planned 3rd-class energy-efficient inverter air conditioner sells for 4,980 yuan. Energy-efficient inverter air conditioners are disadvantaged."

One month after the implementation of the new energy-saving subsidies, many consumers from Beijing, Shanghai, and Nanjing complained when interviewed by reporters that the national energy-saving subsidies were to encourage everyone to buy 1, 2 energy-saving inverter air conditioners, but after subsidies The price of air-conditioning is higher than that of non-subsidized products. This is not a typical case of "paying state subsidies and buying back an expensive air-conditioner."

It was originally used by the state to stimulate the energy-saving subsidies for energy-saving appliances. Why did it suffer from consumer dissatisfaction in the air-conditioning market? In the end, it was a mistake in the formulation of national policies, or the price of energy-saving air-conditioning was sold expensively, or consumers only looked at the immediate price Long-term use costs? With this issue, the reporter launched a survey.

Energy-saving inverter air conditioner is not cheap

The country's energy-saving subsidies ranging from RMB 180 to RMB 400 for variable-frequency air conditioners of Class 1 and 2 have not provided satisfactory results to manufacturers and consumers during the implementation of the market in the past month.

A consumer complained that “simply looking at the country providing hundreds of energy subsidies, I feel that the price of air conditioners can drop a lot. But after I entered the store, I discovered that facing energy-saving air-conditioners was as high as several thousand yuan. This subsidy is indeed a bottleneck. It's better to buy a three-level inverter air conditioner without subsidies."

In Suning Tesco, the same is Daikin 1.5-pound inverter air conditioner, one-level energy efficiency price is 6,230 yuan, 2 energy efficiency price is 5183 yuan, and 3 energy efficiency price is 3615 yuan. In Gome Online Mall, a two-level energy efficiency Gree 32 inverter air conditioner priced at 6,500 yuan, a two-tier energy efficiency Gree 35 inverter air conditioner priced at 7,499 yuan. A three-level energy efficiency TCL36 inverter air conditioner sells for only 2,698 yuan. Subsequently, in a number of stores visited Suning Appliance, Gome found that, in addition to energy-saving inverter air conditioner prices remain high, the small number of products has become unable to stimulate consumer desire to buy one of the resistance.

At present, many air-conditioning companies are quickly completing the elimination of low-efficiency air-conditioning in sales channels and increasing the proportion of energy-efficient inverter air conditioners of Class 1 and 2 in order to obtain national energy subsidies. As a result, the energy-saving subsidies not only failed to reduce the overall price of air-conditioners, but also pushed up consumer purchase costs due to product upgrading.

“The original purpose of the national energy subsidies is to promote the popularization of energy-efficient inverter air conditioners. According to current product prices and market layout, it is clearly inconsistent with the original intention of the policy, and it is difficult to truly use policies to achieve the popularity of energy-efficient frequency conversion.” Observer Hong Shibin frankly stated that energy-conservation frequency conversion is not the responsibility of the country is not cheap, but Gree, led by the air-conditioning business, in over-emphasizing high prices, the pursuit of large-scale sales, ignore the large-scale popularity of energy-efficient inverter air conditioner and consumer acceptance, but will National policies have been pushed to the top.

The state makes up a little more

"The promotion of energy-saving inverter air conditioners cannot rely solely on national policies. It must be based on the national supplements. Enterprises must also make profits. Businesses must even give up a bit, and they must work together to complete energy savings during the 'Twelfth Five-Year' period. The energy-efficient inverter air conditioners in the upgrade direction are popularized.” Liu Yafu, senior vice president of Chunlan Group, said in an interview with reporters that even if he took the opportunity of a national policy, companies can't sit back and relax, and they must actively change around the market.

Four years ago, in China's air-conditioning industry, the frequency conversion and fixed frequency became the dominant wave in the market. It was thanks to the promotion of the leading companies in the United States and other industries. Today, 1 and 2 energy-saving frequency conversions are popular for 3 and 4 non-energy-conserving frequency conversions, and they are inseparable from the power of large companies.

In the wave of popularity of energy-efficient inverter air conditioners, once the “air-conditioning first brother” Chunlan began to move toward the stage and launched a “level 2 product 3 price” market campaign: Chunlan 2 inverter air conditioner enjoys 180 to 400 yuan Based on the state subsidy of the yuan, the company also introduced a discount rate of around RMB 1,000 from the similar category 2 inverter air conditioners in the market. The news from Suning Appliances, Chongqing Trading Company and other national and regional home appliance chain channels showed that with the explosive growth of inverter air conditioners of the second grade, the overall sales of Chunlan air conditioners have increased by more than 20% year-on-year in the past month.

In Liu Yafu's opinion, "high energy efficiency does not represent high prices. Chunlan Air-conditioning has the dual advantages of the whole industry chain layout and mastering the core technology of frequency conversion. It has the strength and responsibility to start the popularization battle of energy-efficient frequency conversion this year." Obviously, behind the popularization of 2-level inverter air conditioners selected by Chunlan this time, it hides not only the “high energy efficiency is not equal to high price” concept of high quality and low price products, but also hides the “big business is not equal to a leading company” commercial strategy. Chunlan hopes. Through the "2 inverter air conditioner" this market-accurate incision, with the national policy Dongfeng to "small steps to run" strategy to complete the step-by-step snatch of the air conditioner market share.

However, in the face of the Chunlan 2 inverter air conditioner average of up to 1,400 yuan, the average price of only 3,000 yuan or so many consumers feel "overnight" back to the era of price war. “Chunlan is not playing a price war, but is conducting a value war based on technological innovation. Through our technological innovation, consumers are prevented from paying high costs and high prices for high energy efficiency upgrades.” Chunlan Air Conditioner Insiders pointed out that as early as in 1992 developed and launched the first domestic inverter air conditioner business, Chunlan has been committed to include fluorine-free inverter compressor, permanent magnet brushless DC motor, PAM180 degree vector control chip, module and control algorithm Such as the most important frequency technology innovation, this year Chunlan has introduced the sixth generation of inverter air conditioner.

Hong Shibin pointed out that behind the contrarian growth of Chunlan 2 inverter air conditioners, the key is to find differential cuts in the market. At present, many air-conditioning companies are still in the "digestion" is not energy-efficient 3, 4 inverter air conditioners, a relatively high frequency conversion prices, which undoubtedly gave no 3 inverter inventory, but reserves a large number of models 2 energy efficiency inverter Chunlan Air conditioning breakout opportunities.

In fact, behind any round of national industrial stimulus policies, there are hidden business opportunities for the continued expansion of the business and the turning point of the industry development due to the implementation of the policy. At present, when the national energy-saving subsidies cause all air-conditioning companies to focus their marketing operations on the layout and promotion of energy-saving products, they ignore the fact that “subsidies have failed to solve the problem of high selling prices of energy-efficient inverter air conditioners, affecting market sales and consumer demand.” status quo.

With more than 20 years of innovation in frequency conversion technology and the two-wheel drive of the company's customers to take advantage of profit, Chunlan Air-Con is the oldest and oldest player in the Chinese air-conditioning industry. After catching up with national policies, it has seen no peers. "Energy-efficient inverter air conditioner popularization bottleneck", with a small market operation of "level 2 product 3 level price", successfully builds a large-yang line where sales continue to rise under the background of high homogeneity of sales in the current energy-saving market.

In Liu Yafu's view, “At present, the domestic air-conditioning industry has entered a mature period, and the corporate brand structure has also stabilized. For the overall rejuvenation of Chunlan air-conditioning, we never thought that we would stage a 'one-night reversal' of the brand structure and we wanted to pass it. Within the company, in the market competition, a little breakthrough in the industry process, a little bit of innovation, a little bit of growth, eventually converged into the system to promote the comprehensive recovery of air-conditioning Chunlan competitiveness."