2025空调行业复盘：价格战未停，服务战已至，技术战又起_老虎社区_美港股上老虎

2025空调行业复盘：价格战未停，服务战已至，技术战又起

财经早餐2025-12-22

2025年，家电市场逐渐迈入从政策红利驱动向市场竞争驱动的深水区，空调也不例外。根据奥维云网（AVC）推总数据显示，1-3季度中国空调市场销量为6583万台，销额规模达2023亿元，销额已降至个位数增长。呈现出明显的“量增额缓”特征。其中三季度零售量同比增长2.9%，零售额同比减少0.8%，产品均价持续下行。线下市场各匹数柜机、挂机均价较2024年第四季度均出现明显回落。与此同时，腰部品牌凭借灵活...

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href=http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251222061939a4678252&s=b><strong>财经早餐</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>2025年，家电市场逐渐迈入从政策红利驱动向市场竞争驱动的深水区，空调也不例外。根据奥维云网（AVC）推总数据显示，1-3季度中国空调市场销量为6583万台，销额规模达2023亿元，销额已降至个位数增长。呈现出明显的“量增额缓”特征。其中三季度零售量同比增长2.9%，零售额同比减少0.8%，产品均价持续下行。线下市场各匹数柜机、挂机均价较2024年第四季度均出现明显回落。与此同时，腰部品牌凭借灵活...</p>\n\n<a href=\"http://gu.qq.com/resources/shy/news/detail-v2/index.html#/?id=nesSN20251222061939a4678252&s=b\">网页链接</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","isBrief":false,"type":0,"news_type":1,"symbol":"LU0823397103.USD","symbol_name":"BNP PARIBAS SUSTAINABLE ASIA EX-JAPAN EQUITY \"C\" (USD) 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again","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"81810":0.6,"600060":1.61,"600690":1.67,"000100":1.61,"000333":1.74,"HXXD.SI":0.6,"MIUmain":0.6,"00300":1.74,"01810":0.9,"06690":1.67,"000651":1.76},"content_text":"2025年，家电市场逐渐迈入从政策红利驱动向市场竞争驱动的深水区，空调也不例外。根据奥维云网（AVC）推总数据显示，1-3季度中国空调市场销量为6583万台，销额规模达2023亿元，销额已降至个位数增长。呈现出明显的“量增额缓”特征。其中三季度零售量同比增长2.9%，零售额同比减少0.8%，产品均价持续下行。线下市场各匹数柜机、挂机均价较2024年第四季度均出现明显回落。与此同时，腰部品牌凭借灵活的价格手段，持续蚕食市场份额，行业格局正从“强者恒强”向“多元分化”演变。渠道进化：当流量见顶，服务成为新壁垒在价格战趋于同质化的背景下，渠道竞争的逻辑正在升华。各大品牌与渠道商联动推出补贴以吸引流量，这进一步加剧了均价的整体下探。为寻求差异化，服务的深度与广度已成为新的竞争壁垒。服务承诺的升级是直观体现：2021年3月，格力空调率先提出并推行“10年包修”服务，被视为行业重大服务跃升；2024年1月，长虹空调跟进；今年5月，TCL空调对部分产品提供“十年免费包修服务”；海信推出的部分产品在电商平台销售时也明确标注“10年整机包修”。今年，9月中旬，小米通过官方微博宣布米家空调服务从6年免费包修升级为10年。此外，近日格力空调正式开通全年无休的24小时专业售后服务专线，旨在为消费者提供从远程指导到上门服务的全流程解决方案。服务模式也在不断创新：美的从2021年的“365天以换代修”到2025年升级为“365天只换不修”，用户通过“美的官方”公众号或电商平台即可在线申请，依托AI智能鉴定技术，1个工作日内发出新机，平均3天完成配送，极大提升服务效率。铝代铜争议背后的战略选择面对持续攀升的原材料成本，行业在技术路线上出现了战略性分化。12月11日，在2025年中国家电科技年会上，中国制冷学会发布团体标准《房间空调器用铝管翅式热交换器生产线建设规范》。与此同时，国家标准《房间空气调节器用热交换器》也正在修订中，格力、美的、海尔、小米、海信、TCL、奥克斯等主流厂商，以及多所高校与科研机构均参与其中，新一轮标准讨论预计将于2026年1月展开。铜价飙升是催化剂。近期，上海现货铜价期货接近9.3万元/吨，创历史新高。而同期铝现货价格约2.2万元，两者价差超过4倍，且铝的密度仅为铜的1/3，在同等体积下，铜的材料成本是铝的12.7倍。在“铝代铜”方面，美的和海尔的产品进度相对较快。美的使用铝微通道换热器，把一根粗管做成大量扁平、细密的微通道，增加接触空气面积，以弥补铝材料导热性能的短板；海尔则在铝表面做防腐涂层、表面处理工艺以及整机结构的防护设计，尽量增加铝材在沿海、高湿、高盐雾地区等腐蚀环境下的耐用性。美的楼宇科技早在2012年就开始研究铝换热器，其中美的铝圆管换热器已于2017年批量应用，主要应用于空调室内机，而微通道铝换热器自2020年开始应用于北美屋顶机系列。不过，目前这一系列“铝应用”的空调产品还未在国内市场推广。耐人寻味的是，格力至今未加入“空调铝强化应用研究工作组自律公约”。格力并未参与上述公约。董明珠仅表示，“我们并没有说不研究（铝代铜），直到铝能够完全替代铜，我一定上铝。”这场技术路径的选择，本质上是企业在成本控制、性能保障与长期口碑之间不同的战略权衡，其成果将直接影响未来几年的产业格局与产品形态。需求跃迁：从\"温控刚需\"到\"空气管理\"在渠道变革与技术路线分化之外， 消费者需求正经历一场静默而深刻的范式切换。据《2025 空调行业趋势与消费需求白皮书》，节能、舒适、制冷效果、颜值、健康等成为2025年空调社媒TOP10的热议内容，用户不再是被动接受者，而是主动参与产品价值定义的关键方。00后，90后的两代家庭成为当下空调的主流购买群体，其需求呈现出鲜明的分层特征：一线城市、与孩子同住的\"两代家庭\"对舒适度的关注度最高，超过价格敏感度；而独居青年与新婚家庭则对颜值、智能互联的溢价支付意愿更强。这种分化倒逼企业从\"卖单品\"转向\"卖场景解决方案\"。超三成用户养宠，催生除菌、无风感细分需求，空调正从\"温度调节器\"进化为\"家庭成员健康守护者\"，类似宠物食品的情感溢价逻辑开始奏效。居家办公常态化则重塑了高端市场格局，中央空调与定制化解决方案不再局限于别墅客群，越来越多的改善型住宅加装中央空调，成为行业高端化新引擎。结语2025年的空调战争，本质是成本效率与用户价值两条主线的碰撞。在铝代铜完成标准化与用户信任建设前，价格竞争仍将是主流；但服务响应速度、场景化解决方案、健康功能溢价已构成差异化护城河。预判2026年：一是标准落地后铝换热器空调或在低端机型率先普及，释放成本空间；二是头部品牌将加大对“空气管理”生态的投入，提升服务收入占比。能否在技术降本与价值升维间找到平衡点，将决定谁能在深水区活得更久。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"hasMoreComments":false,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"isCrawlerRequest":true}