The 618 shopping festival, which commenced on May 12th, is now past its halfway point. As a summer essential, the air conditioner category has seen particularly fierce competition. The top three brands, Midea, Gree, and Haier, have firmly held their industry-leading positions, with the rankings unchanged from previous years. Midea remains in first place, followed by Gree in second, and Haier in third.
While the rankings are stable, the growth rates in market share for these three giants show a clear divergence. Data from the two major platforms, Tmall and JD.com, reveals the following trends: Midea's retail sales on Tmall saw a year-on-year decline of 8%, while on JD.com they grew by 4%. Gree's sales on Tmall increased by 5% and remained flat on JD.com compared to the same period last year. In contrast, Haier's sales surged by 35% year-on-year on Tmall and by 46% on JD.com.
This indicates that while the leading brands' rankings are relatively stable, they are actively competing for and chasing market share. Overall, this year's 618 period shows consumers making more rational choices when purchasing air conditioners, with energy efficiency and comfort becoming core considerations. The differences in product strength among the brands are directly reflected in their leading or lagging market growth rates.
With the major sales promotion still ongoing, it remains to be seen whether the leading brands can sustain their current momentum.
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