In 2021, the multi-unit unit market successfully concluded with a growth rate of more than 30% and close to 40%. Reversing the dull sales situation in 2020, the market once again showed vitality. Therefore, in 2021, the proportion of the multi-unit market in China's central air conditioning market will further increase, with a share of 52.3%, continuing to lead the Chinese central air conditioning market.
It is worth mentioning that unlike the single efforts of retail or engineering in previous years, the rapid growth of multiple connection units in 2021 is due to the comprehensive bloom of the home decoration retail market and engineering project market.
First in the engineering project market. In 2021, although the international environment is complex and severe, the impact of the global epidemic continues, which has formed certain constraints on investment growth, as major key projects determined by China's "14th Five-Year Plan" are launched one after another, new infrastructure, new urbanization and other projects are being built in an orderly manner, and many new projects have emerged in the market. At the same time, new demands have been put forward for commercial buildings, office buildings, industrial factories and other buildings, bringing new incremental space to the development of multiple online markets. At the same time, many projects that were stagnant or delayed in 2020 also began to be launched in 2021, which has promoted the "prosperity" of the multi-online engineering project market in 2021. Coupled with the assists of the fine decoration market in 2021, the scale of the multi-online market has further increased. According to relevant statistics, in 2021, the opening scale of fine decoration real estate in China reached 2.95 million units, and the penetration rate of increased by 4.6%. It can be seen that the user's awareness of finely decorated houses is constantly increasing, and the finely decorated market in the future will remain an inevitable trend in the development of the real estate industry. Under this situation, it naturally further stimulated the market shipment scale of supporting multi-online products.
Secondly, in the home decoration and retail market, according to data from the National Bureau of Statistics, in 2021, the national real estate development investment continued to grow, with rapid growth in January-August, with both growth reaching double digits. The growth rate slowed down in the last four months, but it still achieved growth in 2020, and even double digits in 2019. Among them, the completed area of the house was 1014.12 million square meters, an increase of 11.2%. The completed residential area was 730.16 million square meters, an increase of 10.8%. It can be seen that in 2021, when the epidemic is normalized, especially in the first half of the year, the real estate market ushered in a small climax. Many real estate projects were delivered in the first half of the year, and the decoration demand was released in a concentrated manner after being affected in 2020, laying a good market foundation for the home decoration retail market to grow by nearly 50% in the first half of the year. Therefore, in the second half of 2021, although the growth rate of the home improvement retail market slowed down, the home improvement retail market still achieved a growth of nearly 30% in 2021.
It is worth mentioning that in order to more accurately identify users, in 2021, many brands have increased their support for decoration company channels, carried out various interactions and cooperation with decoration companies and home decoration designers, and signed strategic cooperation agreements with decoration companies to strive to seize the home decoration retail market from the source. In terms of
products, the continuous advancement of the "3060 dual carbon" strategy has made the market put forward higher requirements for HVAC products. Whether in the engineering market or in the home decoration and retail market, the "energy-saving" of the products is regarded as the focus of promotion by many manufacturers. Therefore, under the guidance of policies and manufacturers, the market size of efficient and energy-saving multi-connected products has continued to be further improved in 2021. At the same time, with the continuous iteration of user needs and the changes in the main user group, multi-online products with functions such as health, intelligence, and comfort are more popular among users in the market. In addition, in response to the various personalized needs of users, many brands have customized scenario-based air solutions in 2021, such as the "air customization" launched by Hitachi , which can achieve "thousands of people and thousands of faces".
Finally, the continued rise in raw materials in 2021 also pushed up the overall shipment of multi-unit products to a certain extent. In 2021, affected by multiple factors such as international transmission, the prices of some commodities represented by copper continued to rise, and the prices of copper have repeatedly hit new highs. As one of the important raw materials in the production and installation of multiple online products, the continuous rise in copper prices has squeezed the originally not large profit margins of central air-conditioning manufacturers and dealers. Under multiple pressures, central air conditioning manufacturers chose to issue price increases again and again in 2021.Many dealers, under the provocation and stimulation of various "price increase" atmospheres, have also invisibly promoted the overall shipment of multiple online manufacturers.
Therefore, 2021 will be a year of harvest for most central air conditioning brands that use multi-online products as the main sales force. As the dominant model in the central air conditioning market, the development of the multi-connection market has affected the development of the entire industry to a certain extent. The various actions of the multi-connection brands in 2021 can also be seen in the current development trend of China's central air conditioning market.
brand, if multiple online brands are divided into two major camps, foreign capital and domestic, judging from the market performance in 2021, the shipments of foreign capital camps occupy the dominant position of the multi-online market, with a market share of more than 60%. Although the market for multi-connected domestic brands only accounts for nearly 40%, from the progress of several major domestic brands in the multi-connected market in 2021, we can see that the gap between domestic brands and foreign brands in the multi-connected market is narrowing year by year.
Foreign brands, Dajin still leads the multi-unit market. As a brand that has been controlling the championship of the multi-online market for many years, Dajin further consolidated its dominant position in the multi-online market in 2021, and its market share continues to rank first in the industry. Hitachi's share in the foreign multi-online market is second only to Daikin, and its market share has further increased in 2021. In 2021, Hitachi increased its brand marketing and promotion efforts, and its overall scale reached a new level. Both engineering projects and home improvement and retail businesses have achieved rapid growth, among which real estate supporting facilities have grown steadily. In terms of home decoration and retail, as the pioneer of the central air conditioning industry for home purification, Hitachi responds to market demand in 2021, constantly empowering users' air solutions, and proposes the concept of "air customization" in the industry for the first time, leading the industry into the era of air customization. At the same time, Hitachi's sales in the two-unit supply system will gradually become a climate in 2021. Toshiba currently ranks third in the market share of multiple online foreign investment camps, and both the market size and market share have reached a new high. In 2021, the "three horses" strategy of Toshiba air conditioning project sales, TCS home decoration and retail, and CCS small work decoration has been made in parallel, and has achieved good results. In terms of the project, we have signed strategic agreements with many well-known real estate companies across the country; in terms of small work decoration, we have reached a strategic cooperation with many chain companies, strategic cooperation with many chain companies. Home decoration retail has achieved significant growth in 2021. While fully covering all home decoration apartments such as small and medium-sized apartments, large flat floors, villas, etc. through "cold, warm, feng shui, smart refrigerators and wash", Toshiba has increased its cooperation with decoration companies in 2021, and the strategy has begun to show results.
In addition to these three brands, some foreign brands also have outstanding performance in multiple online markets in 2021, such as Mitsubishi Heavy Industries Haier . In 2021, the property supporting projects continued to deepen their efforts, and the supporting performance of the property hit a new high. According to user needs, it released the new air concept of "6Shu Health Home" from product research and development, application, and post-service air system life cycle such as air conditioning systems. Mitsubishi Heavy Industries In 2021, it will make efforts in the engineering project market and home decoration and retail market to make up for the blank market, and the original channels will be optimized, and the market size will rise again. As a veteran Japanese brand, General Fujitsu has further consolidated its position in the multi-online market in 2021 with its stable product quality.
Among the other brands, Samsung made a lot of achievements in real estate supporting facilities in 2021, and reached strategic cooperation with many real estate companies. EK air conditioning multi-online comparison, we will have good results in engineering and home improvement retail in 2021.
In terms of domestic brands, Gree and Midea Building Technology have led the domestic multi-online market in 2021, and both have a share of more than 10% in the multi-online market. Gree has grown rapidly in the multi-online market in 2021, and has achieved good results in commercial construction, rail transit, home improvement and retail. The same is true for Midea Building and Technology. Its multiple online projects have been set up in many model projects in the fields of rail transit, medical care, schools, commercial buildings, etc. in 2021. Hisense and Haierduo Connection Unit are domestic brands in the third camp and are indispensable backbone forces in the domestic multi-connection field.Among them, Hisense Central Air Conditioning continues to promote the brand's positioning for "health" in 2021, and launched the industry's first scenario-based central air conditioning AI home. At the same time, it also carried out a series of health-related marketing activities, such as Nanshan Health Run. In addition, in 2021, Hisense Central Air Conditioner also launched a series of activities with the help of the naming European Cup , so that the brand awareness and reputation of Hisense Central Air Conditioner reached a new high and became a representative of the "new domestic product". Haier Central Air Conditioning has also performed well in the multi-online market in 2021, especially in the multi-online of IoT. According to the demands and directions of building development, Haier IoT Multi-online has launched 7 personalized air solutions for different differentiated scenarios to empower buildings. Taking the transformation scenario as an example, Haier launched the IoT multi-connection renewal series, which can renovate and transform HVAC systems in large buildings. Its IoT multi-connection renewal series pioneered the industry's "five no and four provinces" smart energy-saving renewal solution, which can be applied to a variety of scenarios. With the application of advanced technology in the industry, Midea Home Central Air Conditioner takes comfort to a higher level through six dimensions: temperature, humidity, freshness, cleanliness, comfort and AI intelligent control. At the same time, Midea Home Central Air Conditioner is the only company in the industry that simultaneously realizes the repair of multi-connected household central air conditioner and household air-energy water heater for ten years. This is also the embodiment of Midea Home Central Air Conditioner's strong confidence in its products and technologies. Day Gaming has also continued to strengthen its position in the multi-online market in 2021. While continuing to expand the engineering project market, it has made efforts in the home decoration retail market and launched a "full-effect air system" with five different dimensions system solutions including constant temperature, constant static, constant humidity, constant purification, and constant oxygen, allowing industry insiders to see Tianjia's determination and confidence in laying out the home decoration retail market. In terms of other domestic brands, GCHV and Aux , as representatives of traditional home appliance brands, have focused on multi-unit engineering projects in 2021, and have gained a lot of high-quality engineering projects in commercial projects, large-scale public construction and other fields. The strong alliance between Kaili and Jiwei Group in 2021 has made everyone full of expectations for the future market of GCHV. In terms of the regional aspects, the multi-connection unit market has basically maintained the original market structure. East China occupies more than 40% of the multi-connection unit market, and its market position is very stable. South China and North China are closely behind, with market share of around 15.0%. Central China is the market with the largest increase in multi-unit market share in 2021. In addition to the epidemic factors in 2020, major brands attach great importance to the Central China market, which has made all brands have good results in the Central China market in 2021. (Shi Wei)
