The household air conditioning market has always been characterized by fluctuations in sales, with peaks and valleys alternating periodically. However, the new air conditioning sub category has shown a sustained and rapid growth trend in recent years.

According to data from OvCloud, the air conditioning market in 2023, known as the "big year", achieved a retail sales of 211.7 billion yuan, a year-on-year increase of 7.5%. The performance of the fresh air conditioning track is outstanding, with online and offline sales of AFK increasing by 10.4% and 20.7% respectively year-on-year.

In 2024, entering the "mini year" cycle, the new air conditioning industry still maintains a strong development momentum. In terms of online channels, according to data from JD.com, the transaction volume of fresh air conditioning on June 18th this year achieved a year-on-year growth of 200%. In terms of offline channels, according to statistics from OvCloud, the retail sales of fresh air conditioning increased by 19.8% year-on-year in the first ten months of 2024.

Against the backdrop of slow overall growth in the air conditioning market and industry turbulence, fresh air conditioning has continuously achieved growth results, contributing important increments to the industry and has become the mainstream trend in the air conditioning market.

come into existence as the situation requires

Leading the trend of transformation in the air conditioning market

There is no fixed trend, only constantly iterating demands. The formation of a new consumption trend not only reflects changes in consumer income levels and purchasing power, but also the result of a shift in values guiding consumer behavior. With the continuous increase in attention to a healthy lifestyle, consumers are no longer satisfied with the positioning of air conditioning as a major household appliance. Air quality has become a more important demand point, and fresh air conditioning, which can provide fresh natural air and perform purification and sterilization functions, has gradually become a new favorite.

The changes in user demands bring about new tracks and spaces. To concretize user needs and transform them into products, breakthroughs in key technologies are first required.

In recent years, with the changing market demand, fresh air conditioning has become popular. It has been more than 10 years since its birth to become mainstream. Looking back at the development process of fresh air conditioning from scratch, Hisense has always played a key role as a "pioneer". In 2008, Hisense Air Conditioning launched the first domestic fresh air air conditioner "Zunxiang", with a focus on creating more comfortable fresh air oxygenation air conditioning products and continuous technological iteration and upgrading.

The first generation technology of micro positive pressure highlights the word "fast", achieving rapid replacement of indoor air. The second generation technology does not enlarge the hole and highlights the word "simple" in the large fresh air, effectively reducing wall damage. Now, Hisense air conditioning has completed the third generation technology - pre mixed fresh air technology iteration, setting new records for the maximum fresh air volume of cabinet machines and hanging machines reaching 220 cubic meters/hour and 65 cubic meters/hour respectively, redefining the air volume perception of the fresh air conditioning market.

The leading technological strength ultimately translates into market recognized achievements. According to the monthly report data of Aowei Cloud Network, from January to November 2024, Hisense's new air conditioning omni channel market sales share ranked first in the country.

Change according to needs

Grasp user needs and promote product upgrades

User demand is the core driving force for the iteration of home appliances, which is also a common law in the consumer goods industry. However, as Apple founder Steve Jobs said, users are not always able to accurately express their needs. Therefore, in today's increasingly diversified and personalized home appliances, the ultimate pursuit of meeting user needs means that product functional design is even more comprehensive than users themselves think.

In fact, air conditioning manufacturers' understanding of changes in user demand is not always accurate and sufficient. At present, fresh air conditioning seems to have become the only way for many manufacturers to compete for market share, but the positioning of fresh air conditioning in corporate product strategies is not the same. For some companies, fresh air conditioning is just a standard configuration to meet the temporary needs of market competition, while for others, fresh air conditioning is already a strategic IP.

Taking Hisense Air Conditioning as an example, in order to better meet the actual needs of users, Hisense Air Conditioning has established a professional user research team and conducts regular surveys every six months, including 100 household visits and 10000 quantitative questionnaires, to timely grasp user needs and launch products that are suitable for sale.

From the perspective of product line layout, Hisense Air Conditioning has grasped the diversified and personalized characteristics of contemporary user needs, and has begun to shift its focus from promoting individual fresh air conditioning products to upgrading and fission of fresh air product solutions for different groups and scenarios.

The most demanding group for air conditioning is undoubtedly the users with babies at home. The damage to physical health caused by direct air conditioning, harmful residual substances after new house decoration, and viruses and bacteria on household pets are all major issues that pose a threat to the health of infants, young children, and family members. The Hisense fresh air air conditioning small oxygen bar X7 adopts a large air guide plate design, combined with 360 ° rotating air control, to achieve zero air leakage and no direct blowing of air. In addition, the Xiaoxueba X7 also has purification technologies and functions such as Hi nano negative ion sterilization and Hi cat nano catalyst antiviral, which can efficiently remove viruses, bacteria, and fine dust. With technological breakthroughs in wind comfort and effective antibacterial properties, this air conditioner has obtained maternal and child level product certification from the China Household Appliances Research Institute, providing users with peace of mind in terms of technical expertise.

For the elderly population, using air conditioning can be described as a mix of love and hate. They love solving the discomfort caused by hot weather, but hate the fact that prolonged use of air conditioning can easily catch a cold and cause joint pain. For the pain points of elderly people using air conditioning that are intertwined with love and hate, Hisense has launched the dual air guide plate intelligent air control technology, which can finely adjust the wind direction and sensation, and send out intelligent air that is evenly heated and not directly blown, fully meeting the special needs of elderly people for fresh air sensation. In the "3rd National Light Industry Elderly friendly Innovative Products and Intelligent Health Solutions Competition" recently released by China Light Industry Information Center and other units, Hisense Air Conditioning won five awards, including the Spring Breeze A3 series, Brilliant C3 series, and Hidden Air Conditioner Brilliant C3X.

Nowadays, AI has penetrated into every aspect of life. In Hisense fresh air conditioning, the application of AI intelligent scenarios such as formaldehyde removal in drying rooms, pet cooling, Bama air conditioning, etc. not only meets the diverse and personalized living needs of users, but also redefines the tool attributes of air conditioning that not only regulate temperature but also manage air quality, realizing the value extension of products.

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