Over the years, intensive cultivation of technology, products, services, channels and other aspects, not only let the domestic central air-conditioning regained nearly half of the market, but also let the top brands begin to touch the glory of the pyramid.
The central air conditioner that took the lead in the summit has already ushered in the harvest season. In mid-May, on the occasion of the first anniversary of energy-saving renovation of Longyang Road Station and Nanjing West Road Station of Shanghai Metro Line 2, experts from the rail transit field, engineering and construction industry, HVAC industry and professional media visited the field of ultra-efficient After the performance of the variable frequency direct drive falling film centrifugal unit, it is highly evaluated for its stable, reliable, energy-saving and high-efficiency characteristics. It is worth mentioning that Midea's central air-conditioning ultra-high-efficiency direct-drive direct-drive falling-film centrifugal unit is the national brand large-scale chiller main engine product that was selected for the first time in 20 years since the Shanghai Metro was completed and operated. It has successfully broken the long-term monopoly of foreign-funded enterprises on the Shanghai Metro.
Recently, the industry sensation caused by Midea's high-efficiency variable frequency direct drive falling film centrifugal unit has been confirmed and supported by more and more landing projects. The deep meaning behind it is self-evident: local brands are gradually controlling the initiative, definition and voice of the new round of development of the global central air-conditioning industry.
Continued to write the counterattack legendary central air conditioning pattern changes
Aiken's "Central Air Conditioning Information" monitoring data shows that in 2016, the overall sales volume of China's central air-conditioning market reached 75 billion yuan, a year-on-year increase of more than 10%. Among them, the market share of domestic brands represented by Midea, Gree and Haier Central Air Conditioning is also soaring, accounting for nearly 50% of the market.
Previously, in the commercial market, the core technology of the central air-conditioning industry was firmly in the hands of foreign brands, especially the chiller market represented by large-scale centrifuges, which had long been monopolized by the four foreign-funded families. In the mid-to-late 1990s, the "Japanese" represented by Daikin and Hitachi and the "European and American" foreign brands represented by York and Carrier had almost no rivals in China. After 2000, the “Home Appliances†brand represented by Midea, Gree and Haier introduced a world-leading product such as multi-line, centrifuge and screw machine on the basis of introducing, digesting and innovating foreign advanced technologies. The situation of foreign brands is unique. For example, in 2015, Midea's ultra-high-efficiency variable-frequency direct-drive falling film centrifuge won more than ten innovative technologies, and its product performance reached the international first-class level. It broke the commercial barriers that foreign brands have long built with technical bottlenecks and filled the gap. Domestic market gap in high-end technology; achieved stable and reliable (unit life of 30 years), high-efficiency energy-saving, low-carbon environmental protection, multi-condition application four breakthroughs, became the technical king of the commercial air-conditioning market, became rail transit The first choice for energy efficiency upgrades in medium and large buildings such as health care and data centers.
“In the past, Chinese people preferred foreign brands when purchasing central air conditioners. They believe that only foreign brands have reliable performance. Today, domestic brands such as Midea are not only in full sales, but their market share is also increasing year by year.†Editor-in-Chief of Central Air Conditioning Market Magazine Sheng Xuezhang said that the market research report data in the past three years shows that the market share of European and American brands continues to decline, the growth of Japanese and Korean brands is weak, and domestic brands maintain a strong growth momentum, and the trend of “retreating inward†has become more apparent.
In today's home air-conditioning market, only the market share of Midea, Gree and Haier has exceeded 70%. With the sales of brands such as Chigo, Oaks, TCL and Changhong, the market share of foreign brands has been compressed. Number of digits. As far as central air-conditioning is concerned, the market share of Midea, Gree and Haier in the three years from 2014 to 2016 was 33.1%, 34.06% and 36.1% respectively. The "local three masters" of central air-conditioning from the follow-up, imitation to autonomy, leading, truly achieved the dual leadership of the international and domestic markets, continued to write its counter-attack story in the home field.
Independent and stable national brand regains the right to speak
As we all know, in the central air-conditioning market, the huge profit value has always come from the huge commercial market. Commercial units have a wide range of applications, high cost and high technical content, which is the top priority of the entire industry. In the commercial unit, it can be divided into a screw unit and a centrifugal unit according to different working modes. Among them, the centrifugal unit is the top product in large-scale central air-conditioning, and enjoys the reputation of “big Mac†and “pyramid tipâ€. In this field, the core technology is extremely obvious in terms of distance, height, and status. In addition, the threshold of integration of centrifuge technology is high and the technical difficulty is high. Many manufacturers are “dearfulâ€.
According to statistics from Aiken Air Conditioning and Refrigeration Network, in 2016, the share of the four major foreign brands in the centrifuge market was close to 70%. With the major breakthroughs in the core technology of the centrifuge, the pattern is changing. According to sales, the main brands of large chillers in 2016 accounted for 15.33% of Johnson Controls, 12.64% of McQuay, 12.03% of Carrier, 9.88% of Trane, 8.02% of US, 5.59% of Gree, and strength from China. More and more attention.
Li Mingyang, manager of the central air-conditioning rail transit development of the United States, said that through the application of single-axis direct-drive technology, Midea's high-efficiency variable-frequency direct-drive falling film centrifuge reduces the wearing parts by 30% compared with the conventional screw machine, greatly reducing the failure rate of the equipment; The opposed impeller design reduces the impact of the refrigerant on the thrust bearing by 90%, and increases the service life of the thrust bearing from 50,000 hours to 80,000 hours, thereby increasing the design life of the whole machine to 30 years. On this basis, Midea's high-efficiency variable-frequency direct-drive falling film centrifuge also uses refrigerant lubricant bearing technology and other technologies to further ensure the stable and reliable operation of the unit.
It is reported that after the completion of the transformation of the Shanghai Metro project, the test results of the National Green Building Quality Supervision and Inspection Center of the Shanghai Academy of Building Research show that the average energy efficiency of the high-efficiency variable frequency direct-drive falling film centrifugal unit of the United States is as high as 6.4, exceeding the latest energy efficiency requirements of the state. More than 40% more energy efficient than the original screw machine.
The strategic map is getting clearer and the local companies are turning around.
With ingenuity, the US and other local companies have opened up markets that were previously dominated by foreign companies. Under the circumstance, the long-term technology precipitation, personalized solutions, perfect service support, strong marketing channels, rational choice of user units and objective trade-offs are all contributing factors.
“The breakthrough in the technical aspects of Midea’s central air-conditioning is not a one-off event. Many of its technical accumulations can be traced back from Chongqing General Industrial (Group) Co., Ltd., from the 1960s.†According to Midea’s Central Air Conditioning Division, domestic marketing Xie Cuihua, director of the company's mainframe sales, said that the total number of central air-conditioning research and development in the United States is 489, with 28% of masters and 13 foreign experts.
“Developed so far, rail transit refrigeration and air conditioning ventilation design has formed a relatively fixed system model and customary practices, and the industry has become more and more demanding for technological improvement and innovation.†China Survey and Design Association Building Environment and Energy Application Branch Railway and Urban Track Zhu Jianzhang, director of the Transportation Committee, said that in the stage of technological diversification, stability and reliability will become an important direction of technological development, and one of the successful genes of the United States comes from this.
The ultimate pursuit of perfection has made the US Central Air Conditioning surrender a surprising transcript and reshaped the user's new understanding of national brand products that are stable, reliable, energy efficient.
According to the data, from 2015 to 2016, among the about 60 subway projects that the government publicly invited, the domestic brands won about 48, of which 23 were beautiful. In cities that have started construction and tender for subway HVAC equipment projects, the coverage rate of the United States is 65%. At the same time, Midea covers more than 55% of the nation's high-speed rail HVAC projects.
“The business model of large-scale and low-cost production is a business model driven by technological innovation. It has always been an important proposition for the US to seek strategic transformation. Midea’s central air conditioner is gradually transforming into the world’s leading HVAC technology company.†US Central Air Conditioning Huang Guoqiang, director of marketing for domestic marketing companies, said that in addition to concentrating on research and development to break through technical barriers, Midea is also actively cooperating with international giants such as American Carrier, Bosch, and Hicks of Japan, and acquiring well-known central air-conditioning companies in Italy to accelerate overseas expansion. earth. At present, Midea's central air-conditioning has completed the global allocation of talent reserves, research and development strength, corporate assets and other aspects, and the prototype of the future strategic map has emerged.
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