In 2013, the market activity of central air-conditioning multi split system continued to increase

As the third year of the "Twelfth Five Year Plan", 2013 is also a year when the policy plays a prominent role. After the implementation of the "Twelfth Five Year Plan", favorable policies will emerge. Against the background that the overall domestic economy is beginning to improve, the central air-conditioning industry began to step out of the downturn in 2012 in 2013, and the recovery trend is obvious. With the rapid rebound of the real estate industry, the sales of the central air-conditioning industry, especially the multi online market, began to grow rapidly, and the market began to recover. In addition to the warming impact of the real estate industry, the country's strong support in industrial policies and energy conservation and environmental protection,as well as a series of policy support, has also supported the recovery of the central air-conditioning industry.  

Warming demand, stable growth and structural improvement are the main themes of the central air-conditioning industry in 2013. "Rejuvenation" is the most important key word in the whole industry. A growth rate of more than 8% is an extraordinary recovery for the industry, especially in the multi connected market. In 2013, the central air-conditioning market was always active, with rapid growth in market capacity and momentum.  

With the huge market capacity and high market growth rate, many air conditioning enterprises saw the huge opportunities in the multi connected market and began to intensify their efforts to attack the multi connected market, which made the multi connected market this year more and more new products, more and more enterprises entered and more competitive.  
It is hard to shake the dominant position of the multi connected industry

Looking at the central air-conditioning market in 2013, the most popular product is undoubtedly the multi connected air conditioner. The market capacity has reached 19.6 billion yuan, the market capacity has reached 34%, and the growth rate has reached 16.70%. In particular, East China has maintained rapid growth for many years, and its market dominance has become more stable.  

After many years of market inspection, multi connected products are increasingly welcomed by domestic project owners and design institutes. Especially with the rapid growth of domestic small and medium-sized commercial real estate, office buildings and other projects, multi online products have a greater use in China. Over the past five years, the proportion of multi connected units in the domestic market has increased by nearly 10 percentage points. This year, the proportion of multi connected units in the central air-conditioning industry has continued to increase, becoming the leading product in the central air-conditioning industry, which has also played a great role in promoting the recovery of the entire central air-conditioning industry.  
The expansion of the household central air-conditioning field has also further driven the expansion of the multi connected market, and enterprises have seen market opportunities. Small multi connected products have developed rapidly in the field of home decoration, and have begun to show greater development space in some second and third tier cities with relatively good economy. In the future, the home decoration market will also become the main driving force for the further growth of the multi online.  

The rapid recovery of multi online also benefited from the popularity of government procurement projects. In recent years, more and more multi line air-conditioning projects have been purchased in government procurement, and the proportion of multi line air-conditioning procurement in central air-conditioning procurement has exceeded 80%. In recent years, government procurement projects have maintained a momentum of rapid growth. With the increasing proportion of multi online projects in government procurement, multi online products have also gained more growth from government procurement projects.

The competition in the multi online market tends to be fierce

In 2013, almost all multi online manufacturers launched new multi online products, which also became the "all-in-one oil" to open the market. These products are also improving in technology and efficiency. In particular, the competition for IPLV technical indicators is hot in the marketing war. Since October, the new energy efficiency standard for domestic variable frequency air conditioners will be officially implemented. APF evaluation indicators have been introduced into the new energy efficiency standard for variable frequency air conditioners. This standard has greatly improved the access threshold for products. The promulgation of the new standard has brought more or less reform pains to the multi line manufacturers, This means that the manufacturer's production standards and technical indicators will be completely updated.  

The dominant position of frequency conversion multi online in the multi online segment products has also become more stable. Some enterprises that used to focus on digital multi online sales are also gradually turning to the field of frequency conversion multi online. For example, Samsung, Trane, Johnson Controls York and other enterprises have turned their sales of multi online products to frequency conversion multi online in 2013. And the market competition in the field of variable frequency multi connected line has also become more intense. In addition to the most influential Japanese brands, Midea and Gree, the leading domestic central air conditioning enterprises, have shown outstanding performance in the multi connected products. Haier has also become one of the enterprises with the highest growth rate in the multi connected field in 2013 after the adjustment of product strategy. With the continuous efforts of domestic enterprises and American funded enterprises in the field of multi online, the competition in this market will become increasingly fierce in the future.  

In order to compete for the domestic multi online market, domestic air conditioning enterprises are also making continuous efforts to launch new products by many brands in 2013. Hisense Hitachi launched "Energy Efficiency Pioneer" products, S-PRO frequency conversion multi split and Hitachi strong heat-D series floor heating central air-conditioning system; Haier Central Air Conditioner introduced MX7-UP multi connected products to the industry; Mitsubishi Heavy Industries Haier gathered the latest high-tech energy-efficient products KX6-1 series of super intelligent building central air conditioners to make a stunning appearance; Fujitsu's new products commercial VRF series and new household VRFJ II series have been launched successively; Toshiba will also launch SMMS-c series DC variable speed multi connected central air conditioners at Hangzhou Xiasha Factory before the end of the year, specifically targeting the Chinese market; Oxfam also launched multi unit ARV III, and launched large-scale promotion activities.  

It can be predicted that the market competition in the variable frequency multi connected line industry will also be further intensified in 2014. How to find the right target market for each enterprise and enhance the control of their own channels will be the key for enterprises to win the market in the future.