Project background:

Inverter air conditioner refers to the regular air conditioner equipped with inverter, its speed can be automatically adjusted according to the change of indoor and outdoor temperature, so as to improve the energy efficiency ratio and comfort. The demand for inverter air conditioners in the domestic market continues to rise, especially in some high-end consumer groups and commercial occasions. However, the market competition of inverter air conditioners is also very fierce, the differentiation advantages between major brands are not obvious, and the price war and promotion activities are frequent, resulting in a decline in product profit margins.

Customer pain points:

A well-known air-conditioning brand (hereinafter referred toAThe company) is one of the leaders of inverter air conditioners, with years of technology accumulation and brand influence. however, in recent years,AThe company's share and growth rate in the inverter air conditioner market have declined, facing pressure from domestic and foreign competitors.AThe company hopes to understand the market status and development trend of inverter air conditioners through market research, investigate its own advantages and disadvantages, formulate effective competitive strategies, and increase market share and profitability.

Project purpose:

The purpose of this project isAThe company provides the following services:

Investigate the market size, structure, growth rate, regional distribution, consumption characteristics, user demand, purchase behavior, etc. of inverter air conditioners;

Assess the market opportunities and risks of inverter air conditioners, and predict future market trends and changes;

Study the product characteristics, price strategy, market share, marketing methods, advantages and disadvantages of the main competitors of inverter air conditioners;

Based on the results of market research,AThe company provides targeted competitive strategy recommendations, including product innovation, differentiated positioning, price optimization, channel expansion, promotional activities, branding, etc.

Research object:

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

potential and existing users of inverter air conditioners, total1000People, distributed in Beijing, Shanghai, Guangzhou, Shenzhen and other first-tier cities and Chengdu, Xi'an, Wuhan and other second-tier cities, according to gender, age, income, education, occupation, etc. for stratified sampling;

The main competitors of inverter air conditioners include domestic brands such as Gree, Midea and Haier, as well as foreign brands.LG, Samsung, Hitachi and other brands, total10Home, selected according to market share and brand awareness.

Project Content:

The project includes the following aspects:

Collect relevant information of inverter air conditioners, including market size, structure, growth rate, regional distribution, consumption characteristics, user demand, purchase behavior, etc., through database queries, industry reports, etc;

Through questionnaires, telephone interviews, interviews, focus groups, etc., obtain first-hand information from potential and existing users of inverter air conditioners, including cognition, attitude, preference, satisfaction, loyalty, purchase intention, purchase decision, etc;

Collect relevant information about the main competitors of inverter air conditioners through field visits, database queries, industry reports, etc., including product characteristics, price strategies, market share, marketing methods, advantages and disadvantages, etc;

Through data research, statistical research, trend research,SWOTResearch and other methods, research and interpretation of the collected data to find out the market opportunities and risks of inverter air conditioners, predict future market trends and changes, and study the product advantages and disadvantages and competitive strategies of the main competitors of inverter air conditioners;

Based on the results of market research,AThe company provides targeted competitive strategy recommendations, including product innovation, differentiated positioning, price optimization, channel expansion, promotional activities, brand building, etc., and gives specific implementation plans and expected results.

Project Value:

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

ForAThe company provides comprehensive, accurate, timely and continuous inverter air conditioner market information to helpAThe company understands the current situation and trends of the market and provides an objective and correct basis for decision-making;

ForAThe company provides in-depth, detailed and professional inverter air conditioner competition research, help.AThe company identifies its own strengths and weaknesses, clarifies the strategies and trends of competitors, and provides strong support for the formulation of competitive strategies;

ForAThe company provides innovative, practical and effective inverter air conditioner competitive strategy advice to helpAThe company enhances the differentiation advantage of its products, enhances the influence of its brand, expands its market share and improves the profitability of its products;

ForAThe company provides continuous, high-quality, professional market research services to helpAThe company monitors market changes and feedback in a timely manner, adjusts and optimizes competitive strategiesAThe long-term development of the company is guaranteed.