小米空调“10年包修”，格力第一个不服

Core Viewpoint - The competition between Xiaomi and Gree in the air conditioning sector has intensified, with Xiaomi announcing a "10-year free warranty" service for its air conditioners, directly challenging Gree's established reputation for long warranty periods [1][2]. Group 1: Xiaomi's New Warranty Policy - Xiaomi's "10-year free warranty" covers approximately 7.5 million units of its air conditioners installed since January 1 of this year [1]. - The announcement generated significant online discussion, particularly regarding the actual scope of the warranty, as Xiaomi's wording suggested it might only apply to "Mijia air conditioners" sold through its own platform [2][4]. - Customer service confirmed that all air conditioning products from Xiaomi would support the 10-year warranty, alleviating concerns about the policy's coverage [4][5]. Group 2: Industry Context and Challenges - The industry standard typically requires a one-year warranty for the entire unit and three years for major components, with many brands extending this to six years for the entire unit and ten years for key parts [6]. - Achieving a 10-year warranty poses significant challenges, including the need for a robust supply chain to provide replacement parts for older models and the financial implications of accurately predicting failure rates over a decade [7][8]. - Xiaomi's move to offer a 10-year warranty is seen as a strategic challenge to Gree, which has built its brand around long warranties and high quality over many years [8]. Group 3: Market Position and Performance - As of July 2025, Xiaomi's air conditioner market share reached 13.7%, with a year-on-year growth of 53.9%, positioning it as the third-largest player in the industry [15]. - Xiaomi's online market share is even more impressive at 15.8%, closely trailing Gree's 16.4% [13]. - Despite these gains, Xiaomi still faces challenges in penetrating the high-end market, where established brands like Daikin and Mitsubishi dominate [9][16]. Group 4: Consumer Perception and Brand Trust - The air conditioning market is characterized by significant information asymmetry, with consumers often relying on brand reputation and recommendations rather than technical specifications [16]. - Xiaomi's relatively short history in the air conditioning sector may hinder its ability to build the same level of consumer trust as established brands, which have decades of experience and brand loyalty [16][18]. - The effectiveness of Xiaomi's "10-year warranty" will ultimately depend on its ability to deliver on this promise over the long term, especially in light of recent product recalls in other categories [18].