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未來幾年我國中央空調市場格局或將重構

新聞來源:未來幾年我國中央空調市場格局或將重構 發布時間:2013-06-10瀏覽次數:1370次

   在我國中央空調市場異常火熱的近幾年中,民族品牌正在順勢崛起。盡管2012年中央空調市場遭受行業多年出貨持增長以來的首次下滑。2013年我國中央空調市場或將延續這一趨勢,重構市場格局。據悉,我國中央空調行業九大品牌中以美的為首的三大國產品牌以高銷售增長率遙遙領先于四大外資品牌和兩大日系品牌,市場表現十分出色。2012年上半年的整體品牌格局最大的變化來自于行業冠軍寶座的替換,民族品牌格力首次擊敗日系品牌大金。
   外資品牌在中央空調領域歷史悠久,擁有高端的技術和品質,2012年多聯機較為強勢的海信、日立、東芝等,他們在盯緊大型項目的同時,加大三四級市場的開拓,實現了銷售額和市場份額逆市雙增長的好成績。近年來國產品牌逐漸發力,憑借便捷的售后服務、相對低廉的價格以及渠道開發的積累正在縮小同國外老品牌的差距。業內專家表示,事實上,國產中央空調品牌的優異成績并非僅表現在極高的銷售增長率上,不可小覷的市場占有率基數也是民族品牌傲然崛起的重要見證,品牌集中度明顯提高。
   國產品牌能夠在較短的時間內迅速趕超外資品牌,究其原因與國產品牌在技術上善于學習、借鑒;諳熟國內市場的消費需求特點;在推廣上采取了貼近國內實際的銷售模式密不可分。目前,國產品牌已形成美的、海爾、志高等構成主流品牌陣營,并且在整體規模上可以與外資品牌抗衡。
   在中央空調市場格局初定的同時,產業結構也得到了進一步的調整,我國中央空調企業目前在多聯機、模塊機、螺桿機、離心機方面都取得了快速突破,整體行業技術門檻提高,這就將一部分企業淘汰出局。
   我國中央空調行業需以技術為導向,以專業化的發展思路,形成科學清晰的產品布局,促進中央空調市場的有序健康發展。 我國中央空調國產品牌通過不斷的推出新技術、新產品,保持技術和產品的領先,同時通過提升市場競爭能力和服務水平,取得市場競爭的優勢。(慧聰空調制冷網)

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