“新势力”搅局空调618大战，空调线上渠道均价回落明显

Core Insights - The air conditioning market is experiencing a significant price drop online, with average prices falling to around 2549 yuan, a year-on-year decrease of 2.22% [2] - Major brands are increasingly competing for market share in the mid-tier segment, leveraging cost advantages and aggressive pricing strategies [3][5] - The entry of new players like Xiaomi and TCL is intensifying competition, prompting traditional brands to adopt innovative marketing strategies [5][6] Price Trends - Online average prices for air conditioners have decreased by 3.54% year-on-year, while offline prices have increased by 3.87% [2] - Gree and Midea's online average prices have decreased by 2.98% and 13.23% respectively, while Xiaomi's prices have increased by 17.05% [3][4] Market Dynamics - June is a critical month for the air conditioning industry, typically accounting for 20% of annual sales, leading to intensified competition and price reductions [4] - New entrants are rapidly expanding production capacity, with TCL's new factory set to produce 8 million units annually by December 2025 [5] Competitive Landscape - Traditional brands are responding to the threat from new entrants by enhancing their online presence and engaging in live-streaming sales [5][6] - The competitive landscape is expected to shift over the next 5-10 years, potentially altering the rankings of the top three players in the air conditioning market [6]