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雷军和董明珠竞争升级 小米空调产品要走中高端路线

2017-09-11 07:21:38   中国经济网

格力地位遭多方冲击

值得注意的是,此次小米推出的空调定价不菲,锁定高端市场,这将让其与格力产生正面竞争。

有数据显示,中国市场空调占有率方面,格力以44%位居榜首,其次是美的和海尔。而在高端民用空调市场,格力和美的更是分食了大部分市场份额。

不过,对于高价,智米科技CEO苏峻此前给出的说法是:“空调我们绝不是一个产品,我们放出这个产品是先打一张牌”。也就是说,这仅是小米推出的定位产品,此后小米将推出更多型号和款式的空调产品。

对于是否会降价,智米科技内部人士向记者表示:“不会轻易降价,该款是形象产品,意味着小米空调目前定位高端。”

四年前,董明珠和雷军的一场赌约成为业界关注的热点。彼时,董明珠和雷军频频同台,而近几年,两人却很少同框,改为默默地暗中较量。

不过,此次小米出售空调产品的渠道仍将以线上为主。而线上此前恰是格力的短板,也是格力近几年在加速布局的。

“空调属于大家电,重安装、重物流、重服务,重资产,而小米一直走的是轻资产模式,其进入这一领域会首先选择在线上进行销售。事实上,像空调这类大家电产品,线上销售远远小于线下,因此,短期内小米空调销售量并不会太大。”家电业观察家刘步尘表示。

他认为:“智米做空调成功的概率,和格力做手机成功的概率是一样的,因为它们跨界的逻辑是一样的,面对的市场环境也高度相似,结果一定相似,或许两者都很难成功。目前小米空调暂时不会动摇格力的价格体系。”

在产业经济观察家洪仕斌看来,小米做空调有很大的想象空间。“目前在空调领域,美的对格力产生巨大威胁,去年在整体销售额方面,美的已大幅超越了格力,双方市场份额拉近。而此时小米来搅局,多方冲击或对格力空调的销量增长产生影响。市场上,未来购买空调的主力人群将是90后,雷军此次能否发力成功,推出的空调是否定位清晰,将决定小米空调对现有市场格局的影响力。”

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