艾瑞咨询·2025-11-04 00:06Core Insights - The air conditioning industry is undergoing a critical phase of "breaking through and restructuring," driven by policies promoting low-carbon transformation and extreme high-temperature weather, which together release market demand [1] - Consumer preferences are shifting from basic temperature control to a focus on "comfort + health + high-end" features, with comfort and health-oriented air conditioners emerging as new growth points in the industry [1] Policy and Technology - The dual drivers of policy guidance and technological innovation are reshaping the air conditioning market, promoting energy-efficient products and supporting the green transformation of the industry [2] - National and local policies, such as the "Accelerating Energy Conservation and Carbon Reduction in the Building Sector," provide strategic guidance and policy support for energy-saving renovations in the air conditioning market [2] Market Dynamics - The air conditioning market is entering a mature phase with a stable scale, where online sales account for 60% of the market, highlighting the dominance of traditional e-commerce as a core traffic entry point [5] - Price differentiation is evident in online sales, with low-priced (below 1599) and high-priced (above 3000) 1.5P wall-mounted units both seeing increased market share [5] Consumer Demand - Social media discussions reflect the evolving consumer demands for air conditioning, with energy efficiency, comfort, cooling performance, aesthetics, and health becoming the top ten topics of interest for 2025 [9] - The demand is evolving from basic functionality to a focus on comfort, health, and aesthetics, positioning air conditioners as integral to quality living [11] High-End Market Trends - The high-end air conditioning segment is evolving towards a comprehensive experience that combines "extreme comfort + health purification + aesthetic integration + smart connectivity" [13] - The transition from "selling products" to "selling lifestyles" is evident, as brands focus on specific living scenarios and emotional needs of consumers [15] Consumer Segmentation - The main consumer groups for air conditioning are shifting, with post-00s and post-90s families becoming the primary buyers, particularly in first-tier cities where comfort is a significant concern [19] - The motivations for purchasing air conditioners are evolving from basic needs to a desire for higher quality, better experiences, and compatibility with home environments [21] Purchase Channels and Influences - JD.com has established itself as the leading information channel and ordering platform for air conditioning products, with social media and short video platforms playing a significant role in consumer decision-making [24] - Performance and quality are the foundational concerns for consumers, with a growing emphasis on comprehensive experience influencing purchasing decisions [28] Product Features and Consumer Feedback - High satisfaction rates (over 99%) are reported for features such as "no-wind" and "quiet" operation, indicating strong consumer resonance with comfort and health functionalities [56] - The integration of health features, while less frequently mentioned, receives strong positive feedback, reinforcing the high-end positioning of air conditioning products [56] Collaborative Innovations - JD.com collaborates with major brands like Gree, Haier, and Midea to promote air conditioning products that emphasize comfort and health, achieving significant sales success [59] - Innovative products such as Gree's AI Energy King Pro and Haier's Comfort Wind series exemplify the industry's response to consumer demands for advanced air management solutions [61][63]