As the air conditioning industry enters a new development cycle, what are the new changes in the central air conditioning sector?

Under this trend, in 2025, central air conditioning companies have been accelerating their R&D layout processes to improve their product lines and expand marketing channels in response to market changes. By continuously enhancing product competitiveness and brand awareness, they aim to seize market opportunities. From the marketing layouts of major companies for the new year, the central air conditioning industry is transitioning from the era of homogenized competition to a new cycle of marketing strategies and technological change. Driven by shifts in functional demands and the iteration of emerging technologies, the industry is rapidly advancing in the following three directions.

As users become increasingly concerned with indoor environmental comfort, the single temperature control function can no longer meet the diverse and customized air conditioning needs of home settings. New models that integrate intelligence, sterilization, dehumidification, and other functions are being promoted and deployed rapidly, thanks to their advantages in saving equipment space and offering higher profit margins.

At the beginning of the new year, various brands are accelerating the promotion of innovative products by leveraging their own technological accumulation. The launch and sales of new products such as fresh air central air conditioners, two-in-one systems with sky and ground fluorine, and dehumidifying central air conditioners provide users with a richer one-stop solution. By analyzing differentiated pain points in usage, these products cater to the needs of users across different regions and levels. This approach also delves into tapping into the consumption potential of users at the personalized level.

Despite the ongoing constraints of slowing macroeconomic growth and the deep adjustment in the real estate market, the positive development of high-end supporting products and cost-effective models under the K-shaped differentiation trend indicates that short-term development challenges have not suppressed the release of user demand. Differentiated new products that cater to user pain points and tap into potential sectors will be the first to break through, helping manufacturers build competitive advantages in the new development cycle.

The emergence of numerous new products is not only a response from central air-conditioning companies to break through and adapt to new trends, but also an inevitable result of the development of the era and the demand orientation in the new cycle. With the further expansion and innovation of customized functions, central air-conditioning products will upgrade the comfort experience with more diverse equipment choices and continue to accelerate the research and promotion of new products.

As the core of showcasing brand strength and driving sales growth, marketing strategies are crucial for the healthy development of a brand. In a market situation where incremental space is tightening and brand competition is intensifying, a new marketing matrix that integrates multi-channel traffic is beginning to take shape.

At the offline channel level, the number of brands entering KA stores and e-commerce franchise stores has grown rapidly, not only increasing brand exposure across different customer segments but also synergizing with existing layouts such as brand flagship stores and community stores. This approach enhances brand recognition by creating comfortable and engaging experiential scenarios.

At the online channel level, live streaming sales have become a must for dealers to expand their public domain traffic and attract customers. In addition, the launch of personal IPs such as professional experts and president marketing has broken the communication barrier between users and the brand's decision-making level. This not only enhances the affinity of potential users through creating a friendly image and real-time interactive communication, but also allows for the timely collection of feedback and improvement suggestions from the front lines, in order to meet user demand-oriented strategies and achieve sales breakthroughs.

As network platforms and social media penetrate and become more widespread, the limitations of traditional marketing models are further exacerbated by the diminished influence and cost-effectiveness of reach. Under the demands for broader dissemination and more precise marketing placements, the multidimensional expansion of brand promotion models has become an inevitable choice for companies to innovate in response to these changes.

Through the协同发力 of the marketing matrix, the coverage of the target audience will be further expanded. Not only will the growth in brand traffic bring more opportunities for customer acquisition, but it will also have positive implications for building market trust and promoting business expansion. Additionally, multi-channel dissemination of product features and brand image will increase pricing flexibility, and with continuous enhancement in user recognition, a stable customer base will be established.

Thanks to the resource expansion of marketing channels, the promotion of innovative products will be continuously intensified under the in-depth layout of the publicity network, further facilitating the transformation and release of potential demand.

In recent years, among newly released central air conditioning products, the proportion of products with intelligent control functions has rapidly increased. The integration of features such as remote control via mobile devices and real-time fault monitoring and warning has enhanced the overall energy efficiency, operational maintenance investment, and user convenience of central air conditioning systems. Continuous improvements in user experience are accelerating the market penetration of smart control products.

With the release of the DeepSeek (hereinafter referred to as DS) AI model, leading enterprises are actively embracing the digital transformation opportunities brought by the AI industry by integrating DS into their intelligent control platforms and launching new products equipped with the DS model. Leveraging the deep learning and inference decision-making advantages of this model, central air conditioning equipment will achieve performance upgrades in areas such as understanding user commands, self-regulating air quality indicators, and voice interaction control, providing users with a completely new intelligent interaction experience.

Facing the wave of digital transformation, the central air conditioning industry is accelerating its innovation and upgrading by expanding the boundaries of intelligent concepts. The promotion and application of AI large models not only bring more convenience for product usage and service operations and maintenance experience upgrades but also provide powerful technical support for timely grasp of changes in specific scenario demands and realization of customized project operations and maintenance. This further promotes heating, ventilation, and air conditioning equipment to shift towards the positioning of becoming "builders of scenario-based air solutions that upgrade multi-dimensional experiences."

Although the integration of DS with the central air conditioning industry is still in the exploratory stage, its unlimited potential in assisting functionality and enhancing performance is garnering more attention and emphasis from industry professionals. Relying on the continuous iteration of AI tools and the research expansion of application forms, AI intelligent control technology will inject a new experience from technological innovation into air scenarios, accelerating the upgrade process of the central air conditioning industry in the new cycle.

In summary, under the interaction and overlap of three new cycles—economic development, geopolitical dynamics, and new technological changes—the pressure on the central air conditioning market is expected to continue into 2025. However, it is noteworthy that changes in demand orientation, marketing models, and technological integration are quietly taking place. Multi-dimensional reform and innovation are gradually becoming the necessary path for the central air conditioning industry to seize historical opportunities and achieve a breakthrough against the trend.