Change the voice sounded a third air conditioning
Steel, plastic, galvanized sheet products such as air conditioning costs rising prices, the state will not raise domestic production and sales of low-energy efficiency standards for air, so air conditioning industry in 2005 sent the price movements of different voices. Su Ning said the air conditioning prices will rise 11%, the national beauty price decreased by 10% to 30% Gome Yongle follow suit, claiming that the air conditioning this year to drop 10% to 15%.
2005, the air conditioning market began to warm up in the controversy. Two voices of the opposite, the air conditioning industry into a panic and confusion among the. In this case, it added a new sound mixed in, "This year air conditioning is not up, nor down." Holders of this view is another major home appliance chain giant, Five Star president Wang Jianguo. Chain of different voices representing different thoughts and interests.
Voice behind the point of view of three
According to the survey, with the introduction of new national standard this year and raw material prices, air conditioning manufacturers suffered from the unprecedented cost pressures, this pressure quickly passed to the sales process. At this point, some chain manufacturers considered more factors to predict prices because the air conditioning.
The country from the United States are more sales point of view, air conditioning, as its new profit growth point, regardless of the manufacturer how to change the living environment, this pressure can only be borne by the manufacturers, not passed to the channels, affect the channel's competitiveness.
Five-star view is to consider from the consumer level, the market determine the price chain, chain decided to make the price, the best decision to air the price is the market supply and demand, rather than two.
Loss Varying prices of raw materials up D Wài
Wang Jianguo said on the air-conditioning products, this does have the pressure of price hikes, but raw material costs generally account for only about 50% of sales price, not the only cost factor. There is also managing costs and business costs covered by labor costs, logistics costs, advertising costs and the manufacturers, merchants, service profits posed by side.
A 1.5's air conditioner, the market price is usually around 2,000 yuan, in fact, the compressor steel, plastic, galvanized version, copper and other raw material costs only about 1,000 yuan, and the other manufacturers, R & D , management, advertising costs and business logistics, personnel, site fees, air-conditioning installation of operating expenses.
Manufacturers can also compress other ways to ease the cost of upward pressure on raw materials. The cost of raw materials is steel, but the cost of management is flexible.
Market prices of guns to shoot birds
Air competition were not adequate, shuffle last year, the year should be a showdown, the shuffle because of inadequate market, no one lightly made up, the first to price hikes on behalf of whoever out.
Jian-Guo Wang believes that the price of air conditioning products not only depends on the individual costs, manufacturers must take into account the social costs that competitors pricing strategy.
In the domestic market, due to firm size and management effectiveness, a number of air-conditioning manufacturer to expand market share in consideration for the short term, would not raise prices. In such a situation, which manufacturers the first to raise prices, it is necessary to take market share shrinking, the pressure to increase inventory, or even eliminated the risk.
Is expressed in numbers, before air-conditioning factory production and sales of 40 million is to protect the line, up to 60 million units are making money. This year, production and sales by 100 million less, I am afraid the days are quite sad.
But Wang also admitted that rising raw material market response is delayed, the first to air next year or the year after the price will rise. The premise is that this year's showdown is the air conditioning industry, the brand complete polarization, monopolization of the market in the hands of a few first-line brand, out of consideration the overall interests of the industry, prices have risen. Wang also stressed that air conditioning and color TV industry is different, color TV industry's new meeting place very quickly, constantly new profit growth point. The relatively low-tech air-conditioned, there is little new, must have gross profit guarantee.
In addition, Wang believes that a large part of air-conditioning manufacturer may take a relatively high launch prices of new products, add new products and new features to achieve higher prices. Directly in the air based on the original practice of raising prices will not be the best manufacturers marketing.
Exist between supply and demand greatly
After years of market cultivation, air conditioning not only the prices down again, and one from a family of several large, falling for the average daily consumption of supplies, basically a buyer's market in the state. Buyers and sellers of the contradictions is the most fundamental contradiction, and home appliances and electronics manufacturing chain is only part of the internal contradictions sellers.
China's output of 7000 million units, air conditioning, but the air conditioning on demand is only about 50 million units. 2004 has caused the industry 16 million air conditioners in the inventory backlog. Air Conditioning Stock occupy more than twenty billion yuan of funds.
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