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2025H1空调：美的格力激战，海尔稳健扩张

家居百科
2025-07-21 15:39

Chinese Air Conditioning Industry Rivalry: Midea, Gree, and Haier's Battle Chinese Air Conditioning Industry: The Rivalry Between Midea, Gree, and Haier

The Chinese air conditioning industry has seen little change in its competitive landscape over the years. Whether it's the sales rankings during major promotional events like 618 and Double 11, or the prime spots in offline home appliance stores, the three giants – Midea, Gree, and Haier – have maintained a dominant position in the market with their strong brand power, extensive channel coverage, and diverse product portfolio, making them the absolute stars of the industry.

Among them, the intense competition between Midea and Gree has always been the core focus of the market. At the beginning of the year, both companies have been "head-to-head" in core technology: Gree has loudly upgraded its "ten-year warranty" service and strongly promoted its all-domain constant temperature air conditioning; Midea has quickly followed suit, challenging with "windless" technology upgrades and more aggressive energy-saving standards. Before the 618 promotion, both companies have been competing in the areas of sterilization and purification, as well as intelligent联动 functions, releasing successive new products and launching marketing offensives, with the competition for channel resources heating up. This "dragon-and-tiger" battle across all dimensions of products, technology, services, and marketing continues to stir the industry's nerves.

So, how did the two companies fare in the key half-year period of 2025? What new changes have emerged in the industry landscape? The latest market data reveals the answers.

Focusing on the "battlefield" of the first half of the year, Midea and Gree continued their close combat. According to GfK's first half-year data, Midea's market share increased by 0.1%, with online sales increasing by 63% and offline sales increasing by 14%; Gree's market share decreased by 1.4%, with online sales increasing by 41% and offline sales increasing by 14%. The competition between the two has become even more intense, but from the perspective of market share changes, Midea has a slight edge in this round of competition.

Meanwhile, in this hotly contested air conditioning industry, Haier has shown a different growth posture. Its online growth rate of 63% is on par with Midea, with a 27% increase in offline growth, a 0.7% increase in market share, and the highest net increase in market share and overall retail growth among the TOP3. Haier presents an equilibrium and sustainable growth model. Compared to the direct fierce competition for traditional market share, Haier has invested more resources in in-depth understanding and satisfaction of users' real usage scenarios, and has been continuously deepening in core technology, constantly upgrading the user experience.

The competitive situation of the Chinese air conditioning market in the first half of 2025 clearly shows that Midea, Gree, and Haier still hold a dominant position in the industry, but the market landscape is experiencing structural adjustments, and the possibility of dynamic changes within the top ranks continues to exist. In the future, how to balance market share competition and value creation, short-term performance, and long-term healthy ecosystems will be a common challenge for the entire industry.