Core Viewpoint - The air conditioning industry is undergoing a critical phase of "breaking through and restructuring," driven by policies promoting low-carbon transformation, extreme high temperatures, and consumer subsidy policies, leading to increased market demand. The shift in consumer preferences is moving from basic temperature control to "comfort + health + high-end" features, with comfort and health-oriented air conditioners emerging as new growth points in the industry [1]. Group 1: Environmental Factors - The dual drivers of policy and technological innovation are reshaping the air conditioning market, promoting energy-efficient products and supporting the green transformation of the industry [2]. - National subsidy policies have reduced consumer purchase costs, while extreme high temperatures have directly stimulated market demand, enhancing air conditioning sales and positively impacting the related supply chain [3]. Group 2: Market Dynamics - The air conditioning market is entering a mature phase with stable growth, where online sales account for 60% of the market, and traditional e-commerce remains the core traffic entry point [5]. - The online price landscape shows a K-shaped differentiation, with both low-priced (below 1599) and high-priced (3000+) 1.5P wall-mounted units seeing increased market share [5]. Group 3: Consumer Demand - Social media discussions reflect the upgraded demand for air conditioning, with energy efficiency, comfort, cooling performance, aesthetics, and health being the top ten topics in 2025 [9]. - The evolution of air conditioning is shifting from a "single temperature regulator" to a "quality lifestyle hub" that integrates comfort, health, and aesthetics [11]. - The demand for high-end air conditioning is evolving towards a comprehensive experience that combines "extreme comfort + health purification + aesthetic integration + smart connectivity" [13]. Group 4: Opportunities - The transition from "selling products" to "selling lifestyles" is emerging, focusing on specific living scenarios, spatial functions, and emotional needs of users [15]. - The air conditioning market is seeing new segmentation, with specific user groups such as families with newborns or elderly members, and pet owners driving demand for features like air purification and no direct airflow [38][40]. Group 5: Purchasing Behavior - 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 motivation for purchasing air conditioning is evolving from basic needs to a desire for higher quality, better experiences, and compatibility with home environments [21]. - Consumers are increasingly rational and mature in their purchasing decisions, focusing on performance, quality, and comprehensive experience rather than just price sensitivity [28]. Group 6: Product Features and Feedback - High satisfaction rates (99%) are reported for features like "no wind feeling," "soft wind," and "quiet operation," indicating a strong consumer preference for comfort and health functionalities [56]. - The integration of health features, such as air purification and self-cleaning technologies, is becoming a key selling point for high-end air conditioning products [55]. Group 7: Industry Collaboration - Major e-commerce platforms like JD.com are collaborating with leading air conditioning brands to promote comfort and health technologies, achieving significant sales success [59].

Core 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]

Core Insights - The air conditioning industry is undergoing a critical phase of "breaking through and restructuring," driven by policies promoting low-carbon transformation and rising consumer demand due to extreme heat and subsidy policies [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 conditioners [1] Policy and Technology - The dual drivers of policy guidance and technological innovation are reshaping the air conditioning market, promoting energy-efficient products and sustainable development [2] - National and local policies, such as the "Accelerating Energy Conservation and Carbon Reduction in the Building Sector," support energy-saving renovations, providing strategic guidance for the market [2] Market Dynamics - The air conditioning market is stabilizing, with online sales accounting for 60% of total sales, highlighting the dominance of traditional e-commerce as a core traffic entry point [5] - Price differentiation is evident, 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 being the top topics for 2025 [9] - The shift from basic temperature regulation to a focus on comfort, health, and aesthetics indicates a deeper consumer need for high-quality living environments [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 importance of understanding specific consumer 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 [19] - The motivations for purchasing air conditioning are evolving from basic needs to a desire for enhanced quality of life and better home environment compatibility [21] Purchase Channels and Influences - JD.com has established itself as the leading information channel and purchasing 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 primary considerations for consumers, with a growing emphasis on comprehensive experience rather than just price sensitivity [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 [56] - The integration of health features, such as air purification and self-cleaning technologies, enhances the overall value proposition of air conditioning products [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]

Core Viewpoint - The air conditioning industry is undergoing a critical phase of "breaking through and restructuring," driven by policies promoting low-carbon transformation, extreme high temperatures, and consumer subsidy policies, leading to increased market demand. The consumer focus is shifting from basic temperature control to "comfort + health + high-end" upgrades, with comfort and health-oriented air conditioners emerging as clear new growth points [1]. Group 1: Environmental Factors - The dual drivers of policy and technological innovation are reshaping the air conditioning market, emphasizing energy efficiency and low-carbon transformation, which is expected to stabilize the industry's lifecycle development [2]. - National subsidy policies have reduced consumer purchase costs, while extreme high temperatures have directly stimulated market demand, enhancing air conditioning sales and positively impacting the related supply chain [3]. Group 2: Market Dynamics - The air conditioning market is entering a mature phase with stable growth, where online sales account for 60% of the market, and traditional e-commerce remains the core traffic entry point. Price differentiation is evident, with low-priced and high-priced segments both seeing increased market share [5]. Group 3: Consumer Demand - Social media discussions reflect the evolving demands for air conditioning, with energy efficiency, comfort, cooling performance, aesthetics, and health becoming the top ten topics of interest for 2025 [9]. - The evolution of air conditioning from a "single temperature regulator" to a "quality lifestyle hub" that integrates comfort, health, and aesthetics is evident, with a focus on improving air quality and harmonizing with home decor [11]. - The high-end air conditioning market is evolving towards a comprehensive experience that combines "extreme comfort + health purification + aesthetic integration + smart connectivity" [13]. Group 4: Opportunities and Trends - The transition from "selling products" to "selling lifestyles" is a significant opportunity, focusing on specific living scenarios, spatial functions, and emotional needs of users [15]. - The demand for air conditioning is shifting towards comfort, health, and high-end features, indicating a deeper consumer need for quality and experience [17]. - The main consumer groups for air conditioning are shifting towards younger generations, particularly those born in the 2000s and 1990s, with a focus on comfort in family settings [19]. Group 5: Purchase Behavior - Consumers are increasingly motivated by the need for functionality and quality of life improvements, moving from basic needs to higher quality and better experiences [21]. - The primary information channel for consumers is e-commerce platforms, with JD.com recognized as the leading source for appliance information and purchases [24]. - Performance and quality are critical factors in purchase decisions, with consumers becoming more rational and focused on comprehensive experiences rather than just price sensitivity [28]. Group 6: Product Features and User Feedback - High satisfaction rates (over 99%) for features like "no-wind" and "soft wind" indicate strong consumer preference for comfort and health functionalities in air conditioning products [58]. - The integration of health features, such as air purification and self-cleaning technologies, is becoming a key selling point, enhancing the overall value of air conditioning products [57]. Group 7: Collaborative Innovations - JD.com collaborates with major air conditioning brands to promote comfort and health technologies, successfully driving sales of various air conditioning products that meet evolving consumer demands [61].