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开云·Kaiyun体育(全站)官方网站-登录入口
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<!--------head结束----------><style> img{max-width:650px} </style> <!--------head结束----------> <div id="main"> <!--------内容开始----------> <div class="column"> <div class="column_l"> <div class="det"> <div class="det_title"> <ul> <li class="det_title_name">疫情下的广东中央空调市场</li> <!-- <li class="det_title_from">来源：<span>新华社</span></li> --> <li class="det_title_from"> 来源：<span>互联网</span></li> <li class="det_title_time">2020-03-12</li> </ul> </div> <div class="det_title_fenxiang"> <div class="fenxiang"> <!-- JiaThis Button BEGIN --> <div class="jiathis_style_32x32"> <a class="jiathis_button_weixin"></a> <a class="jiathis_button_tsina"></a> <a class="jiathis_button_cqq"></a> <a class="jiathis_button_qzone"></a> <a href="http://www.jiathis.com/share" class="jiathis jiathis_txt jiathis_separator jtico jtico_jiathis" target="_blank"></a> <a class="jiathis_counter_style"></a> </div> <script type="text/javascript" > var jiathis_config={ summary:"", shortUrl:false, hideMore:false } </script> <script type="text/javascript" src="http://v3.jiathis.com/code/jia.js" charset="utf-8"></script> <!-- JiaThis Button END --> </div> <div class="huifu"></div> </div> <div class="mess_text"> <div class="content" id="article"> 2月，对于全体暖通人来说，这是一个不寻常的年份，市场活动被按下“暂停键”，形势非常严峻。作为外向型经济大省，在中美贸易战、“新冠”疫情、房地产政策的严格管控之下，广东中央空调市场面临着严峻的挑战。从总体上看，无论市场好坏，小品牌今后的市场生存压力都将进一步增大，尤其是随着大品牌的下放将从根本上挤压小品牌的生存空间。 <div> </div> <div> 市场：危中仍有“机”</div> <div> </div> <div> 疫情下的广东中央空调零售市场整体表现低迷，但值得一提的是，由于家用中央空调大多在工程渠道销售，从市场角度来看，受疫情和人们恐慌心态的影响较小。</div> <div> </div> <div> 此外，疫情的出现对2019年就处于明显下滑态势的广东中央空调工程项目市场而言无疑是“雪上加霜”，尤其是中小工程项目遇到了较大冲击，不少项目被纷纷叫停或延期。但也有业内人士指出，随着疫情逐渐接近尾声，入夏后或将迎来爆发期，同时随着粤港澳大湾区建设的持续推进，也将释放出更多的机会。未来随着国家对于医疗卫生领域建设的重视，医院、研究所、“旧改”等细分领域也将成为有迹可循的增长点。</div> <div> </div> <div> 品牌：复工后的“无奈”</div> <div> </div> <div> 从品牌层面看，广东中央空调市场是一个“复杂”的市场，但这同时是一个包容性很强的市场，也是一个相对公平的市场。这里既是本土品牌美的、格力的大本营，也是众多外来品牌聚焦的权重之地，尽管品牌繁多，竞争激烈，但因广东市场高度的包容性和强大的消费基础，约80%的品牌都能在这个市场中找到适合自身发展的位置。</div> <div> </div> <div> 受疫情影响，各大中央空调企业纷纷响应国家号召延迟开工。不少企业在2月10日才正式办公，也有部分企业继续选择延迟。但部分中央空调企业广东地区经理人表示，复工也仅仅是办公职能的复工，由于政策的管控，部分企业的工厂依旧处于休假状态，何时能够开始生产还需要听取政府的通知和政策。</div> <div> </div> <div> 此外，受影响的不仅仅是主机工厂，上游供应链的生产也会延后，其中不乏大批配件和原材料供应商，供应链配套不及时势必会影响主机工厂的生产，再加上物流等因素的影响，预计对不少企业一季度生产计划造成较大影响，一季度市场下滑已经无可避免。</div> <div> </div> <div> 产品：“健康”空调成热门话题</div> <div> </div> <div> 如今新型冠状病毒引发的肺炎疫情再度引发了大众对公共卫生、家居健康、空气质量的重视，“健康”、“除菌”等关键词未来或将成为空调厂家未来产品设计的重点之一，接下来，中央空调厂家应当打好产品健康牌，以更契合当下消费者的实际需求。</div> <div> </div> <div> 一名广州地区某品牌经理人向本刊表示：“经历了这次疫情，人们对新鲜空气的认知和需求将有所增加。鉴于此，未来附带新风功能的中央空调和同时采用中央空调与新风系统的项目也会有所增加。同时，预计2020年的医院订单会很多，以净化组合式空调、新风、热水机等产品将迎来一次爆发式增长。”</div> <div> </div> <div> 渠道：零售店“倒闭潮”仍将持续加剧</div> <div> </div> <div> 疫情的蔓延限制了人们线下消费能力和活动范围，也让渠道商饱受投入产出失衡所带来的市场压力。项目方面，随着商场、酒店、电影院等项目失去投资价值，广大的工程商们面临着“无单可接”的局面；零售方面，短期的客流锐减、复工时间延期、终端活动开展受限、库存、物流及资金周转减慢等诸多因素，使门店承受着巨大的经营压力。一名深圳地区的经销商坦言：“一季度的业绩肯定是泡汤了。2020年的任务是确保自己能活下来，活下来就有希望。”</div> <div> </div> <div> 鉴于此，不少厂家和分公司也积极做出举措寻求出路，例如不少中央空调品牌为了巩固并保护好现有零售渠道，纷纷放出一个月的房租补贴，针对有店铺的零售商进行资金上面的支持。这一做法虽然一定程度上会增加零售商们支撑下去的勇气，但可以预见的是，2020年广东中央空调市场零售店“倒闭潮”现象仍将持续加剧。</div> <div> </div> <div> 结语：</div> <div> </div> <div> 疫情之下，对于2020年本来就不明朗的广东中央空调市场更显迷雾重重，但是特殊时期，重塑信心比黄金更重要，应对比机遇更重要。从市场周期来看，需求虽然短期被压抑住了，但是仍然存在。广东中央空调市场一向作为各大品牌关注的权重之地，相信随着“疫情”逐渐被控制，被抑制住的这股消费力，将会在推迟启动的春季空调旺季市场得到充分释放，届时广东中央空调市场必将迎来新的发展高潮。</div></div> </div> <div class="xw_line"> </div> <div class="mess_footnote"> <ul> <li></li> <li></li> </ul> </div> <div class="fenxiang"> <!-- JiaThis Button BEGIN --> <div class="jiathis_style_32x32"> <a class="jiathis_button_weixin"></a> <a class="jiathis_button_tsina"></a> <a class="jiathis_button_cqq"></a> <a class="jiathis_button_qzone"></a> <a href="http://www.jiathis.com/share" class="jiathis jiathis_txt jiathis_separator jtico jtico_jiathis" target="_blank"></a> <a class="jiathis_counter_style"></a> </div> <script type="text/javascript" > var jiathis_config={ summary:"", shortUrl:false, hideMore:false } 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