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空调业寻找高端市场突破口 自清洁是卖点

    XIANGDUIYUQUNIANDEGAOZENGZHANG,JINNIANKONGDIAOYEKAIJUPINGWEN。JUZHONGYIKANGTUIZONGSHUJUXIANSHI,2018NIANYIJIDUKONGDIAOLINGSHOUETONGBIZENGZHANG17.3%,LINGSHOULIANGTONGBIZENGZHANG22.7%。ERQUNIANYIJIDU,KONGDIAOLINGSHOUETONGBIZENGZHANG35.7%,LINGSHOULIANGTONGBIZENGZHANG32.2%。

    “RUGUOLAZHANGSHIJIANLAIKAN,KONGDIAOSHICHANGZENGFUSHILIANXUXIAJIANGDE。”ZHONGYIKANGGONGSIYANJIURENYUANLIULONGBIAOSHI,KONGDIAOYEJINRUXIABANCHANG,XIAOFEIZHEHEXINXUQIUSHICONGYOUDAOHAO。ZHEIHUIDAOZHILIANGGEJIEGUO,YIXIEPINPAILIQIANGDEQIYECONGZHONGSHOUYI,JINGCHANGNENGTUICHUFUHEXIAOFEIZHEHEXINXUQIUDEBAOKUANCHANPINDEKONGDIAOQIYEYEJIANGSHOUYI。

    ANZHAOZHONGYIKANGDEPANDUAN,2018NIANSHIKONGDIAOSHICHANGXIAHUADEYINIAN,LINGSHOULIANGGUIMOJIANGDADAO5257WANTAI,TONGBIXIAJIANG7.5%。YUCITONGSHI,KONGDIAOCHANPINJIXUJIEGOUSHENGJI。

    从近期一线品牌态势看,海尔空调的强劲表现令人关注。青岛海尔发布的2017年年报及2018年1季报显示:空调产业凭借技术与产品方面的创新实现了引领,2018年1季度零售均价4486元,同比提升9.70%,跃居国内品牌第1位。凭借成套智慧空气解决方案以及“吞光”净界自清洁大喜888、天玺空调等高端创新产品,在1.5万元以上价位段,海尔空调市场份额跃居行业第一。

    WEITUOZHANSHICHANGLANHAI,HAIERKONGDIAOBAITUOYINGJIANSIWEI,JIANGCHANPINYANFAZHONGDIANCONGKONGDIAOYINGJIANCHUANGXINZHUANYIDAOJIATINGKONGQIJIEJUEFANGANSHANG。RIQIAN,HAIERKONGDIAOLIANHESUNINGYIGOUZAINANJINGFABUXINGYESHOUKUANWENSHISHUANGKONGDEZIQINGJIEKONGDIAOXINPIN。ZUOWEIZIQINGJIEDIEDAICHANPIN,HAIERWENSHISHUANGKONGKONGDIAOCAIYONGQUANQIUSHOUCHUANGROUSHIBIANPINJISHU,YONGYOU34XIANGFAMINGZHUANLI。ZAIXIANGGUANFABUHUISHANG,ZHONGGUOKEXUEYUANYUHAIERKONGDIAOLIANHEFABU《SHINEIHUANJINGXIJUNZHENJUNCUNHUOBAIPISHU》。TONGGUODUISHINEIWENSHIDUDUIWEISHENGWUFANZHIZHUANGTAIDEYINGXIANGGUILVDEYANJIU,《BAIPISHU》TICHU,JIANKANGDEKONGDIAOYINGGAITONGSHIJUBEI“SHINEIJINEIBUJIANKANG”HE“TIGONGSHINEIKONGQIPINZHIGUANLI”LIANGXIANGTEZHENG。

    ZHONGGUOKEXUEYUANLIHUAJISHUYANJIUSUOKANGJUNCAILIAOJIANCEZHONGXINFUZHURENZHENGSUJIANGBIAOSHI,GAIYANJIUCHENGGUOYINGYONGYUHAIERJIAYONGKONGDIAOSHANG,TONGGUODIAOKONGWENSHIDULAIYIZHIJUSHIHUANJINGXIADEWEISHENGWUSHULIANG,SHIKONGDIAOYIJISHINEIKONGQIZUODAOZHENZHENGJIANKANG,JIYONGHUGENGHAODETIYANYIJIJIANKANGBAOZHENG。

大喜888     JUXI,WEIRAOZHEYONGHUTONGDIAN,HAIERKONGDIAOBUDUANTUIJINCHANPINCHUANGXIN,CONG2015NIANYUANCHUANGZIQINGJIE、NEIWAIJIZIQINGJIE、KONGJINGHEYIDEZIQINGJIEZAIDAOWENSHISHUANGKONGDEXINPIN,“ZIQINGJIE+”DECHANPINZHENRONGRIYIWANSHAN。SHANGSHIBUDAOSANNIAN,HAIERZIQINGJIEKONGDIAOXIAOLIANGTUPO1000WANTAI。

大喜888     “JIADAZHUANXINGLIDU,ZHENGDUOZHONGGAODUANSHICHANGSHIJINNIANKONGDIAOPINPAIFALIDEZHONGDIAN。”YOUYENEIRENSHIBIAOSHI,MUQIANSHICHANGSHANGHAIMEIYOUYIGESHIFENQINGXIDEGAOYIJIA、DIPUJILVDEMAIDIAN。ZAICIQINGKUANGXIA,KONGDIAOQIYEJINGXIANGKAIFAJISHUMAIDIAN,JINGYIN、ZIQINGJIE、GAODUANZHINENG、WAIGUANTUPO、SHUSHIHUADENGCHANPINMAIDIANCIQIBIFU,GECHANGJIAZHUTUIZHONGDIANBUYI。HAIERDEXINJUCUOYOULIYUQIANGZHANFAZHANXIANJI,JINYIBUKUODAZAIXIFENLINGYUDEYOUSHIDIWEI。

    按照中怡康的判断,由于自清洁产品卖点具备广泛性和重要性,市场发展空间巨大,并且海尔、格力、海信等多个重要厂商投身其中,2018年该品类将大放异彩。
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