With the national "trade-in old for new" initiative rolling out in 100 cities across the country and gaining momentum, this has injected new impetus into the expansion of home appliance companies in the existing market. Particularly, in the air conditioning market entering the peak sales season, driven by the dual forces of technological innovation by enterprises and the enhancement of consumer quality, scenario-based products and solutions represented by fresh air air conditioners have become the main force in this round of air conditioning renewal.
As the pioneer and leader in fresh air air conditioning, Hisense Air Conditioning understands the essence of the national "trade-in old for new" policy. It is not just about replacing old machines with new ones, but also about renewing the quality lifestyle. Leading the way in the air conditioning industry with "champion quality," Hisense Air Conditioning has sparked a wave of fresh air air conditioner popularization. It is reported in the home appliance industry that faced with the early start of the mid-year promotion in June and the implementation of the national "trade-in old for new" policy, Hisense Air Conditioning is leveraging the "unique" European Cup marketing to promote "air conditioning renewal with fresh air, and choosing Hisense for fresh air air conditioning."
Upgrading through trade-in, Hisense Air Conditioning initiates a wave of fresh air popularization
For the country, the new round of "trade-in old for new consumer goods" initiative is not only aimed at promoting the replacement of a large number of old household appliances that have exceeded their service life in Chinese households but also at promoting the popularization of new products such as green, low-carbon, intelligent, and energy-efficient ones. In simple terms, it is about promoting an upgrade in the lifestyle of Chinese households.
As early as 2023, in response to and to implement the national decision to promote "green, low-carbon development," Hisense took the lead in launching the "Green Planet Renewal Plan," promoting the green and low-carbon renewal of its air conditioning and other home appliance products, conducting over 30,000 trade-in activities, allowing more consumers to enjoy a quality green and low-carbon lifestyle. In 2024, with the launch of the national "trade-in old for new consumer goods" initiative, Hisense once again targeted user pain points, intensifying efforts to promote the construction of a new ecosystem of green, intelligent, and efficient home appliance consumption. Especially in the air conditioning field, in response to the upgraded demand of more families for indoor air quality, the focus is not only on the heating and cooling of air conditioners but also on the freshness and cleanliness of the air, igniting a wave of fresh air air conditioner popularization.
In the face of national policy orientation and mainstream consumer trends, Hisense air conditioners have taken the lead in the industry by launching a "trade-in for new" campaign with a theme of promoting fresh air circulation. The aim is to encourage more households to renew their air conditioners with fresh air options, solidifying the trend of choosing Hisense for fresh air conditioning.
On one hand, Hisense air conditioners have introduced an upgraded subsidy for the "trade-in for new" program: consumers purchasing specified models of Hisense air conditioners can receive up to a 2000 yuan renewal subsidy, with different channels offering varying subsidies and discounts to ensure every consumer receives great value. On the other hand, Hisense air conditioners are igniting the popularity of fresh air circulation with champion quality. During the campaign, all air conditioners enjoy a 365-day exchange policy without repair, and all fresh air conditioners come with a 10-year free maintenance plan. Additionally, there are various discounts such as "free installation" which includes 7 free services like remote delivery, no high-altitude operations, no drilling fees, no bracket fees, no extended pipe fees, and no cabinet machine space opening fees. Consumers can save up to 3860 yuan.
Behind the scenes of Hisense air conditioners' upgrade with the trade-in subsidy and the surge in fresh air circulation lies the rapid development and leadership of fresh air conditioners in the Chinese market. Data from GFK CIC Market Monitor shows that in 2023, the market share of air conditioning products with fresh air and comfortable air supply functions continues to grow, outpacing other types of air conditioning products. Oviyunet data indicates that in 2023, the online and offline markets for fresh air conditioners grew by 10.4% and 20.7% respectively.
Entering 2024, fresh air conditioners continue to grow steadily and are favored by young mainstream consumer groups. During the May Day promotion period, the proportion of comfortable air conditioner sales in both online and offline markets increased by 6.42 and 3.12 percentage points respectively. The offline sales proportion of fresh air conditioners increased by 0.9 percentage points, reaching 7.9%. The latest data shows that from the 1st to the 19th week of this year, Hisense fresh air conditioners hold a market share of 46.0% in the offline market, firmly securing the industry's top spot, showcasing its leading strength in the fresh air conditioner race.
Leading with champion quality, European Cup marketing boosts nationwide adoption of fresh air
Whether upgrading with the trade-in program or initiating the fresh air circulation surge, Hisense air conditioners have taken proactive measures in a "combination punch" manner, not only seizing the initiative in market competition but also directly addressing the root of user renewal: providing tangible benefits to users through better products, services, and experiences.
In addition to focusing on the national "trade-in for new" policy to drive the surge in fresh air circulation, the home appliance industry has learned that since May, Hisense air conditioners, as an official sponsor of the European Cup, have also launched a unique European Cup exclusive marketing campaign. Through three key periods - "Exciting May and Early Snatch of 618", "618 Carnival Purchase", and "Peak July and Champion's Night", as well as offering early deposit privileges, buy one get one free, buy a cabinet and get a hanger, exclusive discounts on European Cup custom air conditioners, and exclusive gifts for the European Cup, Hisense aims to provide more choices and benefits for more families to renew their fresh air conditioners and promote healthy breathing.
To meet the demand of more users watching passionate sports events in the hot summer, Hisense air conditioners have launched customized air conditioners for the European Cup, providing a refreshing and comfortable experience. Special offers include "Purchase the European Cup customized cabinet unit and enjoy a new air purifier for an additional +999 yuan," as well as "Up to 1400 yuan off on the European Cup customized cabinet unit package," and other activities offering European Cup peripheral gifts. By seamlessly integrating the excitement of the European Cup with the healthy breathing of fresh air conditioning, more families can enjoy a higher quality of healthy living in advance.
From being known as the "inverter expert" in the past to now leading in "fresh air technology," Hisense air conditioners, as an industry leader, focus on users' aspirations for a healthy and beautiful life. By focusing on fresh air technology and utilizing cutting-edge features such as oxygen enrichment, sterilization, gentle breeze, and AI, they can recreate a fresh and clean air environment akin to a "natural oxygen bar" right at home.
In January of this year, the project "Research and Industrialization of Comfort Air Conditioner with Intelligent Temperature and Humidity Control Multi-Scene Air Supply Technology" jointly developed by Hisense air conditioners, Tsinghua University, and Zhejiang University won the first prize of the 2023 Light Industry Federation Technology Progress Award. In April, the first industry standard for fresh air conditioning, led by Hisense air conditioners, was released and implemented in October, marking a leap from enterprise technological achievements to industry standard specifications, continuously leading the upgrade of fresh air technology and the popularization of fresh air conditioning.
It is foreseeable that with the promotion of the national "replace old with new" policy and the boost from the European Cup marketing, this summer's air conditioning market will witness a wave of popularization in upgrading to fresh air conditioning. Hisense air conditioners will continue to lead this cycle of consumer trends and industry development.
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