2012.11 China Fan Market Analysis Report

In the electric fan market in November 2012, Midea once again became a leader, gaining 37.7% of users' attention. Emmett and Gree were welcomed by 19.4% and 18.1% of users, respectively. On the product side, Midea’s FS40-8E1 topped the list of products. In addition, features such as 101-200 yuan and drop-out products are loved by the general public.

Report points:

• Brand focus: Due to seasonal factors, the electric fan market is facing an off-season sales period, and at the same time leading brands have a clear leading position. Compared with the previous month, this month's brand attention ranking has not changed. The United States, Emmett, and Gree once again secured the top three positions with higher ratios of concern.

• Product focus: The FS40-8E1 of the United States topped the list of products. In addition, features such as 101-200 yuan and falling products are loved by the general public.

• Case study: The share of U.S. concern this month is volatile but not dramatic, with fluctuations ranging from 35.9% to 39.4% throughout the month. In addition, the number of branded products is the largest, and the single product attention rate is also the largest.

First, the brand attention pattern

• Midea became the leader in the electric fan market In November 2012, the United States again took the lead in the electric fan market with the largest share of attention and was welcomed by 37.7% of users. Emmett ranked second, with a share of close to 20%, while Gree’s popularity matched, with Gree’s 18.1%. The rest of the brands received less attention.

• The brand ranking of the electric fan market did not change in the electric fan market this month. Since Midea, Emmett and Gree have swept the relatively large and stable user group, the total share of attention has reached 75.2%, which has caused the attention of other brands. With fewer shares, the competition is less intense and the rankings have not changed.

Second, product attention to the pattern

(I) Products Focused on Models • Midea's products add color to the brand This month, the top ten products that were included in the Fan Product Watch list fall into the four brands of Midea, Emmett, Nogg and Gree. The United States ranked 6 products, not only the most number, and the United States FS40-8E1 is more to add color to its brand, topped the list of products concerned about the champion. In addition, Emmett has two products on the list, while Novo and Gree have only one product on the list.

• Falling and 60W Power Products Most Popular From the user's favorite ten product parameters, the US-listed FS40-8E1 is a drop-in, 50-watt power product at a price of 139 yuan. In all the products on the list can be called a higher cost of a product. However, the price is cheaper for the Gree FDK-40, for only 118 yuan, is also a drop-type product, but the power is 55w, ranked seventh. Contrary to its price point, Midea's AD120-FR has the highest price, which is 786 yuan, which is the tower fan's 60W power.

In addition, overall, the most popular products fall into the category of up to 7 products, 60w power is very popular with the trend, the number of lists up to 5 as much.

(II) Structure of price segment • More than 100 yuan of products are the most recognized by the market From the point of view of the price of electric fans most concerned by users, the amount of products of 101-200 yuan is favored by users, and the share of attention reaches 44.4%. The second-ranked price of 201-300 yuan was approved by 21.0% of users. The products under 501-1000 yuan, 301-500 yuan, and 100 yuan are more closely related to each other. Only the price of the product above the thousand yuan price is the lightest.

(III) Types of Products • Falling-type products have been recognized by over 50% of users. In products with different placement methods, users are most accustomed to using off-the-shelf products, which have been recognized by more than 50% of users. Second, desktop products focus on 24.7%. Other products have received less attention.

(4) Product Power • Products with strong practicality and high performance-to-price ratio are the most concerned. Because moderately-powered products are both practical and cost-effective, they have been widely welcomed by the public. Analysis data shows that users tend to buy 50w-60w power products. Specifically, 60w power products are the most concerned about users, and they are favored by nearly a quarter of users. The share of 55W and 50W power received is relatively close. They are ranked in the Asian and second place with 15.7% and 14.9% respectively. .

Third, case analysis
(I) Trend Analysis in November • The popularity of the United States has experienced frequent but not intense fluctuations. From the fluctuations in the attention ratio of the United States this month, although it is a pattern of highs and lows before, the overall trend is relatively stable, and the fluctuation of the whole month is maintained. Between 35.9% and 39.4%, the fluctuation range does not exceed 3.5%. However, the fluctuations are frequent and irregular, and the daily popularity has a fluctuation range of 1% over the previous day.

(II) Comparison of the number of products • The number of products of the three mainstream brands is not the same. The number of products sold by the three mainstream brands is not large. But specifically, the United States is the only brand with a hundred products, the number reached 110 models. The nearest ones are Gree and Emmett, with only 3 models, 82 and 79 models respectively.

(III) Contrast of Single Item Concern Rate • The strongest single product competitiveness of the United States From the perspective of the single product attention rate of the three mainstream brands, the United States not only has the largest number of products, but also has the strongest single product competitiveness, becoming the most market-leading brand. . Its single product attention rate is 0.34%, which is one percentage point ahead of Emmett. Gree and Emmett are similar, only 0.02 percentage points, respectively 0.22% and 0.24%.