Several families are happy and happy.
With the strong rise of domestic air-conditioning brands, foreign air-conditioning brands that were active in the Chinese market have faced an embarrassing situation. In particular, LG Air-Con, which has won the global sales championship for six consecutive years, has recently been rumored to quietly withdraw from the Chinese market.
Yesterday (August 6th), stores in Suning, Gome and Wuxing Electric in Chengdu had no LG air conditioners in the air-conditioning area of ​​these stores.
“LG Air Conditioning has not withdrawn from the Chinese market. In recent years, the company’s losses have been very severe. This is just an internal adjustment.†An insider from LG Air Conditioning China stated that the company has been producing. However, due to the high cost, the sales model of the large chain of home appliances has not been suitable for LG air conditioners. Since last year, it has already withdrawn from Gome, and will be sold mainly through dealers.
Liu Buchen, a senior observer of the home appliance industry, said in an interview with the reporter of “Daily Economic News†that whether the rumors of LG air conditioners exiting the Chinese market are true or not, they all reflect that the days of foreign home appliance brands in the Chinese market are really bad, along with the Chinese home appliance brands. Strong rise, foreign household appliances companies in the Chinese market less and less opportunities, which is particularly evident in the field of air conditioning.
Company response: channel adjustments and sorting out public reports can be found that since the 2010 LG air conditioner was absent from the “home appliances to the countrysideâ€, this former tyrant on the global air conditioner market withdraws from the Chinese market has been on the dust.
From 2000 to 2006, LG Air-Conditioning Co., Ltd. has maintained its number one global sales volume. However, due to the “renovation door†incident that broke out in China in 2006, its sales in China began to decline.
Yesterday, "Daily Economic News" reporter logged on to the official website of LG Electronics, only to see several air conditioners on display, then the reporter called his customer service phone several times, according to the "air conditioning" option, the phone is always unanswered.
However, an insider of LG Air Conditioning has firmly denied the withdrawal of rumors, claiming that it is only the company's channel adjustment, which is a strategic decision made by the company's top management. Suning Appliance in some parts of China is also selling LG air conditioners. However, he admits that in the past few years, LG's air conditioners have suffered serious losses in the Chinese market.
Liu Buchen stated that the various costs of the domestic appliance chain are indeed very high, but the home appliance company chose to withdraw because of this reason alone, indicating that the sales of this company are indeed not optimistic. In Liu Buchen's view, under normal circumstances, the withdrawal of a certain brand from the appliance chain may be a precursor to the withdrawal of the Chinese market, because at present, the major chain of home appliances is the main channel for the sale of home appliances in China.
Foreign air-conditioning encountered Waterloo?
The air-conditioning of foreign brands is a pioneer in the Chinese air-conditioning market. It has been an all-powerful phenomenon, but all this has become a sight. In stark contrast to this, China has become the world's largest air-conditioning manufacturing and consumer market. Many Chinese air-conditioning manufacturers who had already taken part in foreign brands have become the world's leading air-conditioning manufacturers.
Public reports showed that a number of foreign brands of air conditioners gradually contracted in China and changed sales channels. Japanese and Korean brands performed more clearly.
In June of this year, the "Beijing Daily" reported that Samsung's Suzhou air-conditioning base began shutting down some of its air-conditioning production lines in January this year at the Samsung Suzhou plant. By March this year, all production lines had been discontinued. The base is Samsung's only air-conditioner production plant in China. Its suspension also means Samsung's air-conditioning is bidding farewell to the Chinese market. Immediately, Samsung denied the matter, saying Samsung's air-conditioning will focus on commercial and high-end markets.
“Foreign branded air conditioners were once the overlords in the Chinese market and they are no longer in sight today,†said Liu Buchen. At present, Gree and Midea’s two brands account for more than 60% of the Chinese air conditioner market.
Public reports show that in China's air-conditioning market channels, professional air-conditioning dealers (including wholesale and retail), home appliance chain stores, general electrical terminals, and factory-built specialty stores have basically formed terminals. Foreign brands are simply to operate a large chain store for household appliances in order to facilitate their operations on the channels and to facilitate management. The major chains of home appliances are mainly in the primary market. Professional channels occupy the mainstream position in the second, third, and fourth-tier markets. Foreign investors only choose one channel and naturally lose some consumers. Due to fierce competition in the primary and secondary markets and thinning profits, domestic brands have opened up new battlefields and implemented channels to sink, while foreign brands are almost blank in the vast third and fourth-tier markets.
Insiders pointed out that foreign-funded enterprises are pursuing profit maximization on a moderate scale, and obtaining maximum profit margins at a reasonable price level. They are reluctant to invest huge amounts of money and trade up for the increase in market share at the expense of profits. However, air-conditioning industry competition is determined by the company's scale costs and channel advantages. Foreign-funded enterprises do not have advantages in this regard, which is also the main reason for this situation.
Liu Buchen stated that he possesses core technologies and positions on high-end customers. He used to be the main strategy for foreign-brand air-conditioning, and these years the domestic brand of air-conditioning also has many breakthroughs in technology, and the technical advantages of foreign-funded air-conditioning are no longer.
With the strong rise of domestic air-conditioning brands, foreign air-conditioning brands that were active in the Chinese market have faced an embarrassing situation. In particular, LG Air-Con, which has won the global sales championship for six consecutive years, has recently been rumored to quietly withdraw from the Chinese market.
Yesterday (August 6th), stores in Suning, Gome and Wuxing Electric in Chengdu had no LG air conditioners in the air-conditioning area of ​​these stores.
“LG Air Conditioning has not withdrawn from the Chinese market. In recent years, the company’s losses have been very severe. This is just an internal adjustment.†An insider from LG Air Conditioning China stated that the company has been producing. However, due to the high cost, the sales model of the large chain of home appliances has not been suitable for LG air conditioners. Since last year, it has already withdrawn from Gome, and will be sold mainly through dealers.
Liu Buchen, a senior observer of the home appliance industry, said in an interview with the reporter of “Daily Economic News†that whether the rumors of LG air conditioners exiting the Chinese market are true or not, they all reflect that the days of foreign home appliance brands in the Chinese market are really bad, along with the Chinese home appliance brands. Strong rise, foreign household appliances companies in the Chinese market less and less opportunities, which is particularly evident in the field of air conditioning.
Company response: channel adjustments and sorting out public reports can be found that since the 2010 LG air conditioner was absent from the “home appliances to the countrysideâ€, this former tyrant on the global air conditioner market withdraws from the Chinese market has been on the dust.
From 2000 to 2006, LG Air-Conditioning Co., Ltd. has maintained its number one global sales volume. However, due to the “renovation door†incident that broke out in China in 2006, its sales in China began to decline.
Yesterday, "Daily Economic News" reporter logged on to the official website of LG Electronics, only to see several air conditioners on display, then the reporter called his customer service phone several times, according to the "air conditioning" option, the phone is always unanswered.
However, an insider of LG Air Conditioning has firmly denied the withdrawal of rumors, claiming that it is only the company's channel adjustment, which is a strategic decision made by the company's top management. Suning Appliance in some parts of China is also selling LG air conditioners. However, he admits that in the past few years, LG's air conditioners have suffered serious losses in the Chinese market.
Liu Buchen stated that the various costs of the domestic appliance chain are indeed very high, but the home appliance company chose to withdraw because of this reason alone, indicating that the sales of this company are indeed not optimistic. In Liu Buchen's view, under normal circumstances, the withdrawal of a certain brand from the appliance chain may be a precursor to the withdrawal of the Chinese market, because at present, the major chain of home appliances is the main channel for the sale of home appliances in China.
Foreign air-conditioning encountered Waterloo?
The air-conditioning of foreign brands is a pioneer in the Chinese air-conditioning market. It has been an all-powerful phenomenon, but all this has become a sight. In stark contrast to this, China has become the world's largest air-conditioning manufacturing and consumer market. Many Chinese air-conditioning manufacturers who had already taken part in foreign brands have become the world's leading air-conditioning manufacturers.
Public reports showed that a number of foreign brands of air conditioners gradually contracted in China and changed sales channels. Japanese and Korean brands performed more clearly.
In June of this year, the "Beijing Daily" reported that Samsung's Suzhou air-conditioning base began shutting down some of its air-conditioning production lines in January this year at the Samsung Suzhou plant. By March this year, all production lines had been discontinued. The base is Samsung's only air-conditioner production plant in China. Its suspension also means Samsung's air-conditioning is bidding farewell to the Chinese market. Immediately, Samsung denied the matter, saying Samsung's air-conditioning will focus on commercial and high-end markets.
“Foreign branded air conditioners were once the overlords in the Chinese market and they are no longer in sight today,†said Liu Buchen. At present, Gree and Midea’s two brands account for more than 60% of the Chinese air conditioner market.
Public reports show that in China's air-conditioning market channels, professional air-conditioning dealers (including wholesale and retail), home appliance chain stores, general electrical terminals, and factory-built specialty stores have basically formed terminals. Foreign brands are simply to operate a large chain store for household appliances in order to facilitate their operations on the channels and to facilitate management. The major chains of home appliances are mainly in the primary market. Professional channels occupy the mainstream position in the second, third, and fourth-tier markets. Foreign investors only choose one channel and naturally lose some consumers. Due to fierce competition in the primary and secondary markets and thinning profits, domestic brands have opened up new battlefields and implemented channels to sink, while foreign brands are almost blank in the vast third and fourth-tier markets.
Insiders pointed out that foreign-funded enterprises are pursuing profit maximization on a moderate scale, and obtaining maximum profit margins at a reasonable price level. They are reluctant to invest huge amounts of money and trade up for the increase in market share at the expense of profits. However, air-conditioning industry competition is determined by the company's scale costs and channel advantages. Foreign-funded enterprises do not have advantages in this regard, which is also the main reason for this situation.
Liu Buchen stated that he possesses core technologies and positions on high-end customers. He used to be the main strategy for foreign-brand air-conditioning, and these years the domestic brand of air-conditioning also has many breakthroughs in technology, and the technical advantages of foreign-funded air-conditioning are no longer.
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