Gree Air-Conditional Market Downgrade: Supplements to Low-Price Product Lines

Air-conditioning prices have skyrocketed this summer. Yesterday, the reporter learned from the air-conditioning channel business that, starting in March, many brands of air conditioners have raised their factory prices three times. Air conditioners below 1,000 yuan are almost extinct, while air conditioners under 1,700 yuan are gradually becoming hard to come by. However, in the season when air-conditioning sales season, Gree air-conditioning prices down the market.

The average price of air conditioners rose by 20%

Information from Suning Appliance shows that in 2011 the overall average price of the air-conditioning product market was nearly 20% higher than that of last year. The average price of air-conditioning products in 2010 was 2700-2800 yuan, and the average price was 3400-3500 yuan this year. Air-conditioning companies all stated that the price increase was related to the increase in raw material prices since the beginning of the year.

“The prices of copper and aluminum, the main raw materials for air-conditioning, have been rising since 2009. Compared with the beginning of 2009, the price of copper rose 2.6 times in early 2011, and the cost of only 1P on-hook will increase by around 250 yuan. 2P cabinets The cost has also increased by about 600. In addition, the price of aluminum has also shown a continuous upward trend, compared with the beginning of 2011, the beginning of 2009 also rose by about 1.4 times.” Suning Electric air conditioning procurement responsible person said.

The reporter visited the store in mid-July and found that the cheapest air conditioner also needed more than 1,900 yuan, and most of them were store promotion models. In the new seven days, Kuba, Jingdong Mall and other shopping sites, the cheapest air-conditioning also need more than 1,700 yuan, the number of air-conditioning is less than 2,000 yuan is also very limited. Industry sources said that this year's air-conditioning worth soared to "the highest."

Channel push low price machine?

According to a reporter learned from the new seven-day electrical network, Gree air-conditioning in order to gain the initiative in the summer air-conditioning war, launched a new Q force 3 series of cooling air conditioners, and the series of air conditioners refresh Gree the lowest price.

"Before this summer, July, the price of 1P air conditioners for first-line brands has been around 2,400 yuan, while that for 1.5P is around 2,700 yuan. However, Gree's products are down 10% to 20%, and 1P only requires 2,000 yuan. About 1.5P is only about 2,500 yuan, and our website can also trade for the old ones, but it also offers a discount of 10%, which is nearly 30% cheaper than other brands' products.” said Zhang Ming, general manager of the new seven-day electrical network Beijing branch. .

“This summer has come relatively late. May was the peak sales season for air conditioners, but it was postponed to an instant eruption in June, and in the peak season in July, the supply chain of most brands was disrupted. The original low-price segment appeared. In this case, Gree introduced the special Q series 3 air conditioner, which is a supplement to the low-price product line, but it will not cause the follow-up price cuts of other brands." said Zhang Ming.

However, the head of Gree Electric's Beijing market denied that "contrary to price cuts." "Q Force 3 series is Gree's lowest-end model, but it is also an ordinary model, and the price is not much different. Gree has agreements with vendors and the price should be 2,200 yuan." The responsible person said, "Gree will further improve the network price monitor."

market survey

Gree is not the lowest

Gree as a first-line air-conditioning brand, its product price has been slightly higher than the second and third-tier brands.

This time in the hot season of air-conditioning selling low-priced machine, Gree won a lot of eyeballs, but in fact its low-priced machine compared with some second and third-tier brands, the price is still slightly higher.

According to the introduction of the store, Gree's low-priced machine price is not the lowest, about 100 yuan higher than the lowest price of a brand of air conditioning.