武漢(han)(han)漢(han)(han)陽家用中央空調成熱(re)點 三、四(si)級市場持(chi)續放(fang)量(liang)

本(ben)報訊 2月21日，蘇寧發布2012年(nian)(nian)《中(zhong)國空(kong)調(diao)行業白皮書》(以下簡稱(cheng)《白皮書》)。《白皮書》指出，2012年(nian)(nian)第一季度，空(kong)調(diao)市(shi)場(chang)(chang)出現較大幅(fu)度負(fu)增長(chang)(chang)，全年(nian)(nian)空(kong)調(diao)市(shi)場(chang)(chang)容量(liang)將(jiang)與去年(nian)(nian)持平(ping)或略有(you)(you)增長(chang)(chang)；空(kong)調(diao)產品價格整體(ti)小幅(fu)上(shang)(shang)漲，但全年(nian)(nian)將(jiang)基(ji)本(ben)與去年(nian)(nian)持平(ping)；節能健康(kang)空(kong)調(diao)市(shi)場(chang)(chang)占有(you)(you)率延續(xu)上(shang)(shang)升趨勢，家(jia)用中(zhong)央空(kong)調(diao)市(shi)場(chang)(chang)加(jia)速(su)增長(chang)(chang)；廠商將(jiang)攜(xie)手力拓三、四(si)級市(shi)場(chang)(chang)，培育新(xin)增長(chang)(chang)點(dian)。　　

       《白皮(pi)(pi)書(shu)》認為(wei)，中(zhong)(zhong)(zhong)國空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)市(shi)場面(mian)(mian)臨(lin)復雜的(de)(de)市(shi)場環境，但挑(tiao)戰中(zhong)(zhong)(zhong)孕育機遇，2012年(nian)(nian)(nian)是空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)廠商轉型升(sheng)(sheng)級(ji)(ji)(ji)的(de)(de)關鍵一年(nian)(nian)(nian)。房地(di)產(chan)(chan)剛需(xu)以(yi)(yi)及三、四級(ji)(ji)(ji)市(shi)場啟動和(he)產(chan)(chan)業(ye)(ye)升(sheng)(sheng)級(ji)(ji)(ji)帶(dai)(dai)來(lai)的(de)(de)消(xiao)費(fei)需(xu)求最終發(fa)揮效力(li)還(huan)需(xu)借(jie)力(li)消(xiao)費(fei)刺(ci)激政策(ce)，政策(ce)仍是影響2012年(nian)(nian)(nian)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)市(shi)場走勢(shi)的(de)(de)關鍵因素。從全(quan)年(nian)(nian)(nian)來(lai)看，2012年(nian)(nian)(nian)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)市(shi)場整體規模將(jiang)(jiang)與去年(nian)(nian)(nian)持(chi)平(ping)或略(lve)有增(zeng)(zeng)(zeng)長，若排(pai)除(chu)政策(ce)因素影響，整體空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)市(shi)場將(jiang)(jiang)呈(cheng)現(xian)(xian)下降(jiang)趨勢(shi)。《白皮(pi)(pi)書(shu)》指出，受(shou)惠于國家(jia)推動高(gao)(gao)(gao)能(neng)(neng)效家(jia)電產(chan)(chan)業(ye)(ye)發(fa)展的(de)(de)各項政策(ce)，空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)企(qi)業(ye)(ye)將(jiang)(jiang)在技術(shu)革新、產(chan)(chan)品(pin)升(sheng)(sheng)級(ji)(ji)(ji)等方(fang)(fang)面(mian)(mian)加大投入(ru)(ru)，新技術(shu)、新產(chan)(chan)品(pin)將(jiang)(jiang)不(bu)斷涌(yong)現(xian)(xian)，帶(dai)(dai)來(lai)新的(de)(de)消(xiao)費(fei)增(zeng)(zeng)(zeng)長點(dian)(dian)。隨著我國居(ju)民(min)收入(ru)(ru)的(de)(de)增(zeng)(zeng)(zeng)長以(yi)(yi)及聯(lian)排(pai)、大戶型等中(zhong)(zhong)(zhong)高(gao)(gao)(gao)端住宅數(shu)量(liang)的(de)(de)逐年(nian)(nian)(nian)增(zeng)(zeng)(zeng)加，家(jia)用(yong)(yong)中(zhong)(zhong)(zhong)央(yang)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)將(jiang)(jiang)迎來(lai)一個明(ming)顯的(de)(de)銷售增(zeng)(zeng)(zeng)長期(qi)。家(jia)用(yong)(yong)中(zhong)(zhong)(zhong)央(yang)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)融合了(le)家(jia)用(yong)(yong)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)、中(zhong)(zhong)(zhong)央(yang)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)的(de)(de)優點(dian)(dian)，并具備良(liang)好的(de)(de)經濟(ji)性(xing)能(neng)(neng)，消(xiao)費(fei)者接受(shou)程度(du)越來(lai)越高(gao)(gao)(gao)。美的(de)(de)、海(hai)爾、格(ge)力(li)等空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)制造商紛紛加大了(le)對(dui)家(jia)用(yong)(yong)中(zhong)(zhong)(zhong)央(yang)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)的(de)(de)研發(fa)與生產(chan)(chan)力(li)度(du)。近(jin)兩年(nian)(nian)(nian)，三、四級(ji)(ji)(ji)市(shi)場空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)銷售保(bao)持(chi)了(le)明(ming)顯高(gao)(gao)(gao)于一、二級(ji)(ji)(ji)市(shi)場的(de)(de)增(zeng)(zeng)(zeng)幅。隨著新農村建設的(de)(de)持(chi)續推進，城鎮化水平(ping)將(jiang)(jiang)進一步提升(sheng)(sheng)，居(ju)民(min)收入(ru)(ru)的(de)(de)穩步增(zeng)(zeng)(zeng)長將(jiang)(jiang)給(gei)飽和(he)度(du)本就不(bu)高(gao)(gao)(gao)的(de)(de)三、四級(ji)(ji)(ji)市(shi)場帶(dai)(dai)來(lai)持(chi)續的(de)(de)放量(liang)增(zeng)(zeng)(zeng)長。《白皮(pi)(pi)書(shu)》還(huan)指出，空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)企(qi)業(ye)(ye)經營策(ce)略(lve)將(jiang)(jiang)從保(bao)規模向保(bao)利(li)潤轉變(bian)。2012年(nian)(nian)(nian)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)市(shi)場雖(sui)然面(mian)(mian)臨(lin)近(jin)5年(nian)(nian)(nian)來(lai)最大的(de)(de)庫存壓力(li)，但為(wei)降(jiang)低(di)經營風險，大多數(shu)空(kong)(kong)(kong)調(diao)(diao)(diao)(diao)(diao)企(qi)業(ye)(ye)將(jiang)(jiang)采取保(bao)利(li)潤的(de)(de)策(ce)略(lve)，而非拼銷量(liang)和(he)市(shi)場份額，故因庫存降(jiang)價(jia)(jia)的(de)(de)幾率較小。相反，廠家(jia)可能(neng)(neng)以(yi)(yi)新產(chan)(chan)品(pin)上(shang)(shang)市(shi)的(de)(de)方(fang)(fang)式轉嫁價(jia)(jia)格(ge)上(shang)(shang)漲的(de)(de)壓力(li)。　　

        據了解，對(dui)于開局遇(yu)冷的2012年空(kong)調市場(chang)，蘇(su)寧在2月(yue)初即與美的、海爾、惠而浦、奧克斯等家電(dian)巨頭達(da)成戰略合作，明確了全年銷售目(mu)標及實施戰略，以大單采購平抑(yi)空(kong)調價(jia)格上漲趨勢，同(tong)時配合服務升級、渠道拓展(zhan)等一系列(lie)組(zu)合拳。

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