艾瑞咨询·2025-12-07 00:05Core 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] - The report aims to provide a comprehensive overview of industry trends, consumer market dynamics, and user needs, while analyzing benchmark cases of comfortable and healthy air conditioning [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 [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 topics for 2025 [9] - The shift from basic temperature regulation to a focus on comfort, health, and aesthetics indicates a significant evolution in consumer expectations [11] High-End Market Trends - The high-end air conditioning segment is evolving towards a comprehensive experience that integrates extreme comfort, health purification, aesthetic design, and smart connectivity [13] - The transition from "selling products" to "selling lifestyles" emphasizes the need for air conditioning solutions that cater to specific living scenarios and emotional needs [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 top priority [19] - The motivations for purchasing air conditioning 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, 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 comprehensive experience becoming a key factor in purchase decisions [28] Product Features and Consumer Feedback - High satisfaction rates (over 99%) for features like "no-wind" and "quiet operation" indicate strong consumer preference for comfort and health functionalities in air conditioning products [56] - The integration of health features, such as air purification and self-cleaning technologies, enhances the overall value proposition of air conditioning units [55] Collaborative Innovations - JD.com collaborates with major brands like Gree, Haier, and TCL to promote air conditioning products that emphasize comfort and health, responding to the trend of upgrading consumer experiences [59][61][63][67][69]