HAIER SMART HOME(SH:600690) 格隆汇APP·2025-07-11 09:35Core Viewpoint - The air conditioning industry is facing significant challenges despite the current high temperatures, which have led to increased demand and sales. However, the market is also experiencing intense competition and changing consumer behavior, necessitating a shift in strategy for manufacturers [1][28]. Group 1: Market Trends and Sales Growth - In 2023, the global market has experienced unprecedented heat waves, with regions like Northeast China recording temperatures exceeding 35°C, prompting many households to purchase air conditioners for the first time [3][5][6]. - Data from JD Logistics indicates that from June 24 to July 7, 2023, air conditioning orders in Heilongjiang Province surged over 300% compared to the previous year, with a peak increase of 400% on July 4 [7][8]. - The air conditioning market has historically been linked to the real estate sector, but the current high temperatures may provide a new growth avenue as the initial installation market fills the gap left by a sluggish real estate market [9][14]. Group 2: Industry Competition and Challenges - The air conditioning market in China is becoming increasingly saturated, with a reported ownership rate of 145.9 units per hundred households by the end of 2023, significantly higher than other household appliances [29]. - Despite a strong sales performance during promotional events like the 618 shopping festival, there are signs of market fatigue, with sales and average prices declining in the fourth week of the event due to intensified price competition [32][34]. - New entrants in the air conditioning market, such as Xiaomi, have disrupted the traditional dominance of established brands like Gree and Haier, indicating a shift in market dynamics [35][36]. Group 3: Future Directions and Strategies - The air conditioning industry must evolve beyond reliance on weather patterns and government policies, as these factors are becoming less predictable and effective in driving sales [39][40]. - Companies are encouraged to focus on user experience and international expansion as key strategies for sustainable growth, with examples like Haier establishing a significant presence in overseas markets [49][51]. - The global demand for air conditioning is expected to rise, particularly in regions with historically low penetration rates, suggesting that international markets may become crucial battlegrounds for domestic manufacturers [60][62]. Group 4: Climate Impact and Long-term Outlook - The ongoing trend of rising global temperatures is likely to continue, with projections indicating that the coming years will see increasingly hot summers, impacting various industries, including air conditioning [64][66]. - The air conditioning market must adapt to these changes, as relying solely on high temperatures for sales may not be sustainable in the long run [68][69].