商业洞察·2025-08-06 09:24Core Viewpoint - The article discusses the significant surge in sales of Xiaomi air conditioners in Northeast China due to unprecedented high temperatures, highlighting the competitive dynamics with Gree and Midea in the air conditioning market [4][9][11]. Group 1: Sales Surge and Market Dynamics - Xiaomi's air conditioner sales in Northeast China increased by 20 times compared to the same period last year, with a market share of 16.5% in June, narrowing the gap with Gree to less than 1 percentage point [4][9]. - The extreme heat in Northeast China, with temperatures exceeding 35°C, has led to a 418% year-on-year increase in air conditioning demand, with Heilongjiang seeing a 700% increase and Jilin a 400% increase [9][10]. - Xiaomi's air conditioner market share has risen from seventh place in 2021 to third place in 2024, indicating a growing acceptance among consumers [10][11]. Group 2: Challenges and Competitive Landscape - Despite online sales growth, Xiaomi's offline presence remains limited, with a market share of only 0.22% in 2024, indicating a stark contrast to its online performance [14][16]. - The competitive landscape shows that traditional brands like Midea and Gree maintain strong offline sales, with Midea and Gree holding 32.64% and 28.31% market shares respectively [14][24]. - Xiaomi's pricing strategy is under pressure as competitors have begun to lower their prices, diminishing Xiaomi's previous price advantage [18][20]. Group 3: Channel and Service Limitations - Xiaomi's reliance on its own retail channels limits its ability to compete effectively in the offline market, where traditional brands leverage extensive dealer networks for installation and service [22][25]. - The company faces challenges in after-sales service, with reports of poor installation experiences and difficulties in accessing service personnel [25][27]. - The low profit margins of Xiaomi air conditioners, estimated at around 1.5%, hinder the company's ability to incentivize dealers and expand its offline network [20][26].