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不确定性在全球经济中，国家宏观调控，通货膨胀和原材料成本上升，在复杂的经济环境下，2008年白电力市场上半年整体性能的影响。电冰箱整体零售市场，虽然销售增长仍然相当，但增幅与1相比减少了去年同期，洗衣机市场的增长则明显放缓。由于夏季雨水作为天气的影响，空气等因素的开始是空调市场的整体体验“冬”的比去年同期大幅下降较大的市场表现，甚至许多公司已采取措施削减市场压力减轻。

但是，在运行的市场，品牌拉动越来越明显，白牌电动市场越来越高的集中度。这是空调设备表现的行业尤为突出。

增长拉力受益于品牌和渠道推力
从最近的格力，美的，海尔等企业
发布了08财年中报可以看出，尽管许多因素，以便在异常疲软的不利影响全国空调销售增长幅度显着下降，但这些龙头企业仍然保持了强劲的市场增长。格力电器

发表的半年度报告显示，2008年该公司上半年收入和净利润的大幅增长，实现营业收入249.520亿元，较去年同期增长了24.44％，净利润的1.004亿美元，较去年同期增长了104.67％，每股收益1.20元，保持快速增长势头，市场份额进一步提高行业的领先地位。

美国电气在2008年发布的中期业绩显示，上半年，公司实现营业收入274.80亿元，增长百分之43.52，其中空调业务收入199.030亿元，比34.66个百分点去年同期，毛利率达到19.60％，比去年同期增加了0.94％。据青岛海尔

报道六个月，空调营业收入为699800.0万元，同比下降百分之3.04，去年毛利率为百分之24.36，上升1.57个百分点。据心怡康，海尔空调的百分之15.00，百分之15.18的零售市场中的份额的国内零售市场份额的数据。

这些公司在该中心每日新闻充分表现其空气中的主导地位前三空调产业，对股市上涨的品牌也很明显的作用。

与此同时，在市场上灵活的渠道模式也有巨大的推动。格力空调的领先地位得益于其一贯坚持的销售模式，即使在上半年格力模式不可能的，从若干不利影响，但仍无法阻止其巨大的价值创造格力渠道模式。据心怡康统计数据显示，2008年进入的数量每月格力市场占有率超过20％维持。

上半年销售，美国空调还采用了灵活的策略，在营销系统的变化，“一分为二”，一个国际商业的方式成立国内部，市场营销的活化能单位，使决策更加扁平，使美国和空调拥有强大的市场竞争力。

技术出口，加快统一步伐
由宏观经济，空调行业将面临的增长速度下半年下降的持续影响
，提高了成本和风险，市场力量，也是重点回在产品技术上。在这方面，格力，美的空调，海尔空调，他说，该技术将增加研发投资，加强合作，发展和提高增值产品，以更多高科技新产品，以进一步提高竞争力市场。

与此同时，空调工作，以提高能源效率等级为执行，谁也正在对库存的压力，龙头企业。事实上，对如何从企业的股票发行，积极开拓海外市场，增加出口销售可以看出。

发表的半对数的海外投资计划的年度报告格力，为了进一步加快出口步伐，目前“格力”牌空调已出口到全球90多个国家和地区。

美的空调领域，据悉，在2008年的20万只的生产能力台湾认识到，虽然国内销售增长显着上半年，但在空气下半年空调行业面临下跌的压力下的增长，出口将成为其销售业绩的一个重要途径类型显着增长的考验。
海尔空调
，加强努力开创三个频道，作为其在这个目标的重点4激烈的市场。

Air-conditioning during the first half of the leading enterprises remain strong growth momentum

Uncertainty in the global economy, national macro-control, inflation and the rising costs of raw materials, in a complex economic environment under the influence of the first half of 2008 white electricity market as a whole performance. Fridge overall retail market, although sales growth remained fairly, but the increase with a decrease compared to the same period last year, washing machines market growth has obviously slowed down. Since the beginning of summer rain by such factors as the impact of weather, air-conditioning market is the overall experience “winter”, the market performance over the same period last year has substantially larger decline, and even many companies had taken measures to cut market pressures ease.

However, after running a market, brand pull more and more obvious, white brand electric market is getting higher and higher degree of concentration. This is the performance of air-conditioning industry is particularly prominent.

growth Rally to benefit from the brand and channel thrust

from recent Gree, Midea, Haier and other enterprises has released the fiscal year 08 Center Daily News can be seen, although many factors so that the adverse effects of abnormal weakness in the national air-conditioning sales, and the growth rate dropped significantly, but these leading enterprises still maintained a strong market growth. Gree Electric Appliances

published semi-annual report in 2008 showed that the first half of company revenues and net profit are substantial growth, realize operating income 24.952 billion yuan, representing a year-on-year growth of 24.44%; net profit of 1.004 billion million, representing year-on-year growth of 104.67%; earnings per share 1.20 yuan, to maintain the momentum of rapid growth, market share, to further enhance the industry leading position.

U.S. electrical release its interim results in 2008 showed that the first half, the company achieved operating income of 27.48 billion yuan, up 43.52 percent, of which air-conditioning business income 19.903 billion yuan, compared to 34.66 percent the same period last year, gross margin reached 19.60%, compared to the same period last year increased by 0.94%. According to Qingdao Haier

reported six months, the air conditioning operating income was 6.998 billion yuan, up 3.04 percent reduction last year, but gross margin was 24.36 percent, up by 1.57 percentage points. According to the data in Xinyikang, Haier air conditioning domestic market share of retail sales of 15.00 percent, 15.18 percent share of retail sales.

these companies the full performance of the Center Daily News on its air-conditioning industry in the first three of the dominant position, and the brand on the market rally is also evident role.

At the same time, flexible channel model on the market also has enormous boost. Gree air-conditioned leading position thanks to its consistent adherence to the sales model, even if the pattern of the first half of Gree improbable, from a number of adverse effects, but they still can not stop Gree channel model for their enormous value creation. According to a Xinyikang statistics show that entered in 2008, the Gree monthly market share in volume are maintained at more than 20%.

sales in the first half, the United States air-conditioning has also adopted a flexible strategy, changes in the marketing system, “one divided into two”, the establishment of a domestic division of an international business manner, the activation energy marketing unit , so that decision-making more flat, making the United States and the air-conditioning has a strong market competitiveness.

technology to speed up export pace of reunification

by the continuing impact of macroeconomic, air-conditioning industry will face the second half of the growth rate fell, driving up costs and risks, and market strength is also the focal point back to the Product technically. In this regard, Gree, Midea Air-conditioning, Haier air conditioning, said that the technology will increase investment in research and development and strengthen cooperation to develop and enhance value-added products to more high-tech new products to further enhance the competitiveness of market.

At the same time, air-conditioning work to promote energy efficiency rating to be implemented, the leading enterprises who are also under pressure on inventory. In fact, as to how the release of stocks from the enterprises to actively explore overseas markets, increase export sales can be seen.

Gree published semi-annual report on the number of overseas investment plan, in order to further accelerate the pace of exports, the current “Gree” brand air-conditioning has been exported to more than 90 global countries and regions.

U.S. air-conditioned area, it is learned that in 2008 the production capacity of 20 million Taiwan realize that although the first half of domestic sales growth significantly, but in the second half of air-conditioning industry is facing down under the pressure of growth, exports will become a test of its achievement of sales significant growth in an important way to type.

of Haier air conditioning, the increased efforts to open up channels in three, four intensive market as its focus on the goal. (08-9-1)

Tags: air, conditioning, growth, market