Another household air conditioner has fallen: it has been the top seller on the front line for three years, and now its market share is less than 8%

The works I posted on today's Headlines are all original and first-time. I refuse anyone to transfer them to other platforms for publication in any form

The works I posted on today's Headlines are all original and first-time. I refuse anyone to transfer them to other platforms for publication in any form. Thank you very much for your support.

In 2023, the Chinese air conditioning industry once again experienced a peak season boom, with a clear pattern of "two super and one strong" in the market, with Midea, Gree, and Haier monopolizing over 65% of the market share. However, it is noteworthy that the former domestic online air conditioning sales champion, Oakes, has experienced a sharp decline in market share in recent years, from 26% in 2018 to less than 8%. What kind of story is hidden behind this change?

Article Text:

Ox, once a leader in the Chinese air conditioning market, once had remarkable brand awareness and sales performance. However, since 2018, Oakes' market share has experienced an astonishing decline, dropping sharply from 26% to less than 8%. This phenomenon has sparked widespread speculation and discussion in the industry.

Firstly, we need to review the rise and decline of Ox in the market. When Ox emerged in the Chinese air conditioning market, it mainly relied on its unique e-commerce sales model to achieve great success. This model fully utilizes the dividends of e-commerce, resulting in a remarkable 8.01% online market share.

However, this success did not continue, because competitors began to imitate this model, and the market competition became increasingly fierce.

Secondly, Oakes' offline market share is only 0.35%, which is also an important reason for its market share decline. Compared to its competitors, Oaks' offline channel expansion is relatively weak, which has led to a decline in its competitiveness in the traditional retail market. Meanwhile, industry giants such as Midea, Gree, and Haier continue to invest resources in offline channels and expand their market share.

In addition to the issue of market channels, technological accumulation is also a key factor in the difficulties encountered by Oaks.

Although Oaks has gained market share through its low-priced strategy for a period of time, its investment in product technology and innovation is relatively small. On the contrary, Midea, Gree, and Haier have been increasing their research and innovation efforts, launching a series of leading technology products that have attracted more and more consumers.

In addition, the "Ox Green Report" incident that occurred in 2019 also had a significant negative impact on Ox's sales. This incident exposed the problems of Ox in environmental protection and sustainable development, causing widespread concern and questioning in society. This has led some consumers to doubt the brand image of Oaks and their products, leading to a decline in sales.

Overall, the sharp decline in market share of Ox is the result of a combination of multiple factors. Although it has achieved success through its e-commerce model, it is difficult to compete with the "two super and one strong" accumulated long-term technology. Midea, Gree, and Haier's strong competitiveness in the market, as well as their continuous investment in product innovation and brand image, have maintained their leading position in the market.

Summary:

The pattern of the Chinese air conditioning market is undergoing profound changes, with Midea, Gree, and Haier already monopolizing over 65% of the market share, while Ox has experienced a sharp decline in market share. The reasons for this change include various factors such as insufficient offline channel expansion, insufficient technology accumulation, competitors' low-priced strategies, and the 2019 "Ox Green Report" event.

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