Urgent need for a market survey report on air-conditioning sales system! ! !

First, the number of service complaints surged.

With the arrival of the peak season of air-conditioning sales, complaints about air-conditioning service quality are increasing day by day. According to the survey, 70% owners of "problem air conditioners" reported that there were serious problems in air conditioning service, among which poor installation quality ranked first in the service problem with the proportion of 3 1%, followed by no service, poor maintenance quality, poor attitude of service personnel and others.

Consumers report that poor installation quality is mainly reflected in poor installation technology, unprofessional installation personnel, poor quality of spare parts required for installation and various installation hidden dangers arising therefrom. The installation process of air conditioner is complex and difficult to operate, which requires professional installation service personnel to operate. However, at present, there are many emergency phenomena in the air-conditioning industry in which migrant workers install teams in the peak season. Most of them have not received professional installation training before taking up their posts, which leads to a lot of security risks. For example, the wall structure is different, and the installation method should be adjusted appropriately. However, because the installer is unprofessional and does not have the basic knowledge of this installation, the event of "air conditioning falling off" occurred.

However, some small brands and brands of air conditioners are still based on the principle of selling only and not "serving". According to the calculation data of insiders, the number of air-conditioning products without service guarantee on the market has increased to 4 million, accounting for about 30% of the total market capacity. Because the price of such air conditioners is generally at the bottom line, it is still very attractive to some consumers who pay too much attention to the price factor, so the service factor will be ignored in the purchase process. This brand is called "escape brand" by experts in the service process, and some brands have indeed disappeared.

At the same time, poor maintenance quality and poor attitude of service personnel are also problems that consumers reflect more. This is not only reflected in the general sense of miscellaneous brands and small brand air conditioners, but also in some first-line brands, which has affected their brand reputation. Experts believe that this is related to the lack of professional training for migrant workers and service personnel in the peak season, and it also reflects the current situation that the overall quality of the service team in the air-conditioning industry is not high and lacks standardization.

In the "other" category, some consumers pointed out that there are arbitrary charges for air-conditioning services, such as installation fees and installation parts fees, which need to be paid separately. Some air-conditioning services make use of consumers' indistinguishable understanding of "warranty" and "guaranteed repair" to make a service commitment of "warranty" 10 years for major components, and claim the "warranty" fee within the "guaranteed repair" period understood by consumers. But in fact, the "warranty" is free, and the "warranty" is paid by consumers.

Second, quality problems emerge one after another.

While reflecting the service problems, 90% owners of faulty air conditioners reported that the product quality was defective. The survey results show that among many product quality problems, poor cooling and heating effect is still the most common, accounting for 31%of the total; Followed by noisy, accounting for 26%; Then the compressor performance is unstable, the remote controller fails, and the refrigerant leaks.

As an electrical product for regulating room temperature, refrigeration and heating are the most essential functions of air conditioners. However, consumers report that air conditioners often fail to cool or have poor cooling effect, and this often happens to some newly bought air conditioners, and complaints from complaint centers around the country are also increasing. The main reasons for this kind of problem are the poor quality of air-conditioning products and the lack of regular maintenance services.

Noise is closely related to the quality of the compressor, as well as the quality and configuration of other components. In order to reduce the cost, many manufacturers use inefficient compressors and second-hand assembled compressors, and also take illegal measures to save parts, such as omitting compressor isolation layer and pipeline damping block, which is also one of the reasons for the excessive noise of air conditioning.

Third, false propaganda has been repeatedly banned.

The results of this survey show that 50% of consumers report the existence of false propaganda in the air-conditioning market, mainly including false propaganda of service quality, false propaganda of product quality, false propaganda of product energy consumption, and mismatch between value and price.

The so-called false propaganda of service quality refers to the propaganda of promising service satisfaction, free warranty for "N" years, timely delivery and free installation. , but later failed to fulfill the promise. This can be seen everywhere in the air-conditioning market in the peak season, especially in some small brands of air-conditioners, which constantly concoct "satisfied service" lies for consumers to promote sales.

Some manufacturers take advantage of consumers' ignorance of air conditioning knowledge, and often "mistakenly" sell junior two as sophomore. Consumers use it as usual without knowing the reason, and often wait until the air conditioner has problems and needs to be disassembled and repaired, only to find that the energy consumption ratio indicated on the internal label of the air conditioner is inconsistent with the introduction and commitment of the commodity guide during the purchase process, which leads to false propaganda of air conditioner energy consumption.

Fourth, the purchase factor has changed.

In this purchase factor survey, health and quality * * * topped the list and became the most important factors for consumers. Among them, health and quality factors each account for 33%, service accounts for 2 1%, brand accounts for 10%, and price still ranks last, accounting for only 3%. In the first quarter of 2003, in the investigation report of "problem air conditioners" in China, "health" once again became the primary factor in purchasing air conditioners.

Compared with the last survey, among the factors that decide to buy, health, quality, service and brand all show an upward trend, while the price factor has declined. Experts believe that the rise of health factors is related to consumers' increasing attention to environmental protection and healthy products, and on the other hand, because there are more and more healthy air-conditioning products on the market at present, the manufacture, sales and consumption of healthy air-conditioning have become the general trend, and dealers also give priority to healthy air-conditioning when choosing the main products.

The increase in the proportion of quality and service factors is due to the frequent occurrence of problems related to air-conditioning product quality and service quality with the arrival of peak season, which leads to the return of air-conditioning consumption to the old road of attaching importance to quality and service.

The increase in the proportion of brand factors reflects that consumers pay more and more attention to brand consumption, that is, to realize the psychological docking of good products and good brands, which is manifested in the actual purchase process. Identifying a brand is equivalent to picking a genuine good product. This also proves that some air-conditioning enterprises have indeed achieved the purpose of mutual agreement and mutual promotion between brand value and product value.

The price factor continues to decline, indicating that consumers are increasingly choosing products not only on the basis of price. The market is full of low-priced products with poor product quality, poor service quality or even no service, which makes consumers equate "low price" with "inferior products", so the market share of such products is also declining.

Five, ten suggestions highlight future consumer demand

The survey also evaluated the suggestions made by consumers, including many problems and solutions reflected by consumers, as well as their views on the performance and appearance of air conditioners in the future. Ten suggestions from the investigation are as follows: the installation team should have a national qualification certificate; Establish a consumer return visit card system, and manufacturers pay regular return visits; Increased oxygen production function, with stronger air purification ability; Clearly identify the energy efficiency ratio of air conditioners to facilitate consumers to compare energy conservation; Further reduce noise, environmental protection and health; Strengthen the supervision of dealers; Strengthen the quality control of product components and installation accessories; Color air conditioners with various shapes and suitable for interior decoration; The state should strengthen the quality monitoring of air-conditioning products, conduct public appraisal on quality tracking and after-sales service every year, unify the relevant standards of air-conditioning industry, standardize the air-conditioning market and guide orderly competition; The cost performance should be more transparent and reasonable; Strengthen the popularization of air conditioning product knowledge.

From the point of product demand, environmental protection, health and power saving have become the most concerned functions of consumers, and will also become a major development trend of air conditioning in the future. The humanization and diversification of exterior design reflect that consumers are paying more and more attention to the overall coordination and unity of air conditioning modeling and interior living design, and the trend of personalized consumption is becoming increasingly obvious.

According to the data of the National Bureau of Statistics, the cumulative output of air conditioners from June 5438 to April was 29.4295 million units, a year-on-year increase of 6.82%. Exports bid farewell to last year's downturn. From June to April, exports15,860,700 vehicles increased by 18.38% year-on-year, but the domestic market experienced a relatively high negative growth of around-10.95%. According to the statistics of Sino Market Research Company, among the top 10 air-conditioning brands in June 5438+April, except Gree and Panasonic, all other brands experienced negative growth, among which some brands such as Oaks experienced negative growth of more than 30%.

Moreover, according to the data of the National Bureau of Statistics, the accounts receivable of air conditioners continued to rise from June 5438 to April, which was about 2294 1 100 million yuan, 25.5 1 percentage point higher than the same period of last year; Inventory occupancy1361800 million yuan, up 5.55% year-on-year. The capital turnover of the whole air-conditioning industry has not improved, but has continued to deteriorate, seriously weakening the positive role of profit growth in the air-conditioning industry. It is predicted that in the second half of this year or two months before the end of the freezing year in 2006, the situation faced by the air-conditioning industry will get worse and worse under the strong impact of the huge price increase of copper and aluminum raw materials, and the downward trend of the overall sales volume in the domestic market is likely to be irreversible.

Overview: China's economy is experiencing negative growth.

According to the data of the National Bureau of Statistics, in June, 5438+10-April, air-conditioning exports bid farewell to last year's downturn, and in June, 5438+10-April, air-conditioning exports 15860700 units, a year-on-year increase of 18.38%.

Compared with the sharp growth of the international market, the domestic market sales showed a serious negative growth. According to the survey data released by Sino Market Research Company from June 5438 to April, the total retail sales, including window machines, hanging machines and cabinet machines, was 7.727 million units, down 10.95% year-on-year, and the retail sales was 20.95 billion yuan, down 6 16% year-on-year. The decline of retail sales is slightly lower than that of retail sales, indicating that the air-conditioning industry is gradually transforming to the high end, but this cannot cover up the overall decline of the domestic market of the industry.