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The new factory is put into operation, the new base is started, and the marketing activities are started. The whole air conditioning industry is very busy in the past two months, and the market is booming for the peak season. At the same time, the most sensitive price of air conditioning industry also appears to rise again, and some brands have issued price hike notice, from April 1, the price of all goods increased by 3% to 5%.
After the Spring Festival this year, the air conditioning industry's price increase is not as big as the same period of last year, last year was almost the whole industry's collective behavior, and at present, there are still a few brands explicitly issued a price increase letter, and the price adjustment of the leading brand has not been notified. There are undercurrents throughout the industry about rising prices.
Air conditioning prices are rising
I learned that some brands have also published price hike posters, "The air conditioning industry price rises, buy air conditioning as early as possible", but did not mention the specific price increase. An official of one of the two brands said, The price hike plan has been worked out, but it will be issued later. We want to give dealers time to gain profits. The new policy is expected to be announced in April.
Before the peak season, the air conditioning industry price rises are ready to move. For one thing, there is the cost of raw materials. From the main raw materials of air conditioning copper, steel and other non-ferrous metal performance, there has been no substantial price rises, only shock adjustment. According to the data of business press on March 21, the copper price has been weak in the past month, generally speaking, the copper basic surface shows a dynamic pattern of supply and demand, copper concentrate supply disturbance declines, domestic electrolytic copper production increases, terminal consumption continues to repair, copper downstream construction is generally expected to recover, copper price is expected to stop falling and usher in a small upward repair market. Refrigerant in the recent period, however, the price of the obvious rising trend. On March 2, the second generation refrigerant R22 was 19,500 yuan/ton, 500 yuan/ton higher than the previous week; R32 price is 14,350 yuan/ton, increased by 250 yuan/ton. This brings certain pressure to the production cost of air conditioning enterprises, and becomes one of the inducements of price rises at this time.
But compared with the beginning of last year, this year's production cost pressure is less obvious. The person in charge of a second-tier brand mentioned above said: "The current price changes of raw materials have not reached the same period last year, so the cost pressure is still bearable. But I can't rule out that some brands will increase their prices because companies are not simply pursuing scale, but focusing more on quality."
At this time the industry and blow up the wind is largely a marketing means before the peak season. According to the traditional rules of the air conditioning industry, February to March is the key period for dealers to take delivery of goods. During this period, the factory will introduce the policy of taking delivery of goods to stimulate dealers to take delivery of goods, absorb channel resources to the maximum extent, and also give dealers appropriate sales pressure. So raising prices is one way to do it. As the price posters say, "air conditioners will rise in price in summer, air conditioners will be hot in advance," in order to urge dealers to speed up stock when prices are low.
A dealer in Fujian who has received a price hike notice said: "This is actually asking our dealers to pay in advance to pick up the goods."
Look rationally at the price rises this time of year
Different from the hyperactive radical of air conditioning enterprises, dealers are calm and rational.
The above Fujian dealers are very cautious: "We this agent level according to the brand needs and objectives, will certainly follow up the policy appropriately, the purpose is to keep up with the pace of manufacturers, do not fall behind, normal and benign stock, ultimately according to the market."
"After the outbreak, people's expectations for this year have definitely increased," she explained. However, the market cooled down again in the middle and late March. Now customers are rational consumers, and home appliances are necessities. They will not stop buying because of the epidemic, nor will they buy them in a concentrated way after the epidemic is lifted. Air conditioning has its particularity, as last year's continued high temperature market blowout has contingency; In the three years since the epidemic, people have not been able to expand their pockets and their consumption levels have been downgraded. Based on these three points, I think it is difficult to say whether the price increase can be implemented to the end, and do not be too optimistic about the market, must be steady."
Dealers have a more conservative attitude towards policy follow-up and price adjustment based on the actual market conditions and their own development needs. At the same time, there are also manufacturers said to view the current price rise from the perspective of enterprise development more long-term.
The person in charge of the second-tier brand emphasized: "After the Spring Festival this year, many new brands and manufacturers of air conditioning have sprung up, but the air conditioning industry is in fact overcapacity, and the air conditioning market sales are also in a slow down channel. Industry shipments rose sharply in the first two months of this year, but this was from a low base last year and does not mean shipments in March were good, which is currently flat year-on-year. Later, the air conditioning market depends on the performance of the terminal market in April and May, how much consumption space the real estate market can bring, and whether the leading brands can resist the pressure of scale, which will determine whether the price increase can be realized in the terminal market."
The wind of price increases is blowing slowly, but under the complex industry background and market competition, the price increases on the eve of this year's peak season can be finally landed, how much the terminal increase will be unknown.
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