Air-conditioning price war is a watershed

The price war waged by Gree is destined to be an unfavorable storm. The ripples caused by it have already affected many brands in the industry.

In response to the United States and Gree's "shopping in the end," Oaks said he would take the initiative and Galanz also faced a price war, Changhong air conditioning on the evening of the 28th to the State Grid reporter sent a counter-state statement. At this point, finally let the brand enterprises have a "watershed" on the attitude of this price war.

Changhong's attitude toward air conditioning is very clear, "Changhong Air Conditioning does not expect a large-scale and persistent price war in the industry, and does not want an enterprise to drag the entire industry into the water due to its own operational difficulties." And said, "simple price war, there is no way out, the entire air-conditioning industry needs a value war."

However, in the industry, it is generally believed that Gree and Midea’s two oligarchs openly fight the price war, which will bring about a very passive situation for other brands. If the price is not followed up, it will be lost market share.

Changhong air-conditioning is also clearly aware of this, although the attitude is decidedly opposed, but Changhong air-conditioning in the statement put forward its response measures: to fight to play a new product, resolutely not to sell the knock-out machine, do not deceive consumers spend money to buy the country The phase-out machines and high-efficiency machines (SEER old inverters) that are ordered to delist. And promised that the full range of products participating in the National Day promotional price war will be APF new products produced since 2014.

Changhong air-conditioning also said that even its full range of new 2015 cold, CHIQ full range of products, during the National Day will also participate in the contest.

The industry expects this price war of the "Reigning Bloody Style", air-conditioning industry brands can not be alone, but the big brands still have the right to speak of the price war, Gree and the United States between the stabbing in addition to mutual consolidation of their respective market position, the already The higher concentration of air-conditioning industry will not bring much change. However, other relatively weak brand market share may be further eroded.

For the air-conditioning industry, as Changhong Air-Condition says, “After all, the air-conditioning industry is a rare blue ocean industry in the entire home appliance industry. The entire industry is passing through technological innovation and product innovation, bringing better results to consumers, distributors, and enterprises themselves. The value of the ongoing and vicious competition in the price war is harmful to distributors and deceives consumers, and is devastating to the benign development of the industry as a whole."