Project background:

Household air conditioning is one of the necessary household appliances in China. With the development of economy and the upgrading of consumption, the demand and competition of air conditioning market are constantly changing. In order to better understand the market status and trends, and enhance product competitiveness and brand influence, Shangpu Consulting was commissioned by a well-known air-conditioning company to carry out a research project for the household air-conditioning market.

Customer pain points:

The main pain points faced by customers are the following:

The overall decline in the air-conditioning market, the incremental market no longer exists, the stock market competition is fierce.

The high-end air-conditioning market is growing rapidly, and quality upgrades have become the main demand of consumers, but customers' share in the high-end market is not high and lacks core competitiveness.

Consumers have higher expectations for the functions and services of air conditioners. Selling points such as healthy sterilization, fresh air, comfortable wind, and intelligent voice are popular, but customers' product layout and innovation in these areas are insufficient.

Consumers' demand for complete sets of household appliances has increased, and the integration of household appliances has become a trend, but customers are lacking in the provision of integrated products and overall solutions.

Project purpose:

The purpose of this project is to provide customers with the following values through in-depth analysis of the home air conditioning market:

Understand the size, structure, characteristics, trends, opportunities and challenges of the home air conditioning market.

Understand the consumer demand for home air conditioning, preferences, purchase behavior, use experience and satisfaction.

Understand the performance, strengths, weaknesses, strategies and trends of benchmarking enterprises in the home air conditioning market.

Put forward the customer in the home air conditioning market positioning, objectives, strategies and action recommendations.

Research object:

The research objects of this project include the following two categories:

Potential consumers of household air conditioners: consumers who have the intention to buy or replace household air conditioners, a total sample1000People, according to the city level, age, gender, income and other indicators for stratified sampling.

Existing users of household air conditioners: consumers who have purchased and used household air conditioners, a total sample1000People, according to the brand, model, purchase time and other indicators for stratified sampling.

Project Content:

The main contents of this project include the following aspects:

Market Analysis: Analyze the size, structure, characteristics, trends, opportunities and challenges of the home air conditioning market by collecting and collating publicly available data and industry reports.

Consumer analysis: through online questionnaires and offline research, analyze consumers' demand, preference, purchase behavior, use experience and satisfaction of household air conditioners.

Benchmarking enterprise analysis: through the collection and collation of public data and industry reports, analyze the performance, advantages, disadvantages, strategies and trends of benchmarking enterprises in the home air conditioning market.

Strategic recommendations: According to market analysis, consumer analysis and benchmarking enterprise analysis, put forward the positioning, objectives, strategies and action suggestions for customers in the home air conditioning market.

Project Value:

The value of this project is mainly reflected in the following aspects:

To provide customers with comprehensive, in-depth and accurate home air conditioning market information, to help customers understand the market situation and trends, grasp market opportunities and challenges.

It provides customers with rich, detailed and real consumer insights, helps customers understand consumer needs and preferences, and enhances product competitiveness and brand influence.

It provides customers with objective, professional and targeted benchmarking enterprise analysis, helps customers understand the advantages and disadvantages of benchmarking enterprises, and formulates effective competitive strategies.

It provides customers with innovative, practical and feasible strategic suggestions to help customers achieve the development goals of differentiation, high-end, set-up and intelligence in the household air-conditioning market, and enhance their market share and profitability.