【正文】 ir conditioners account for the majority of sales. Cabis sales begin to increase and windows share of the market begin to decline(From distributors perspective)Cabi air conditioners will continue to grow? cabi air conditioners show strong growth due to increasing size of homes and price cuts. Future sales growth will continue with improvements in residential power? Some customer segments (especially rural) regard air conditioners as a type of highend furniture (whose secondary purpose is to cool). Cabis, best meet this type of customer’s buyer value and will grow with this segment.Split will remain stable, and even decline in some areas? Splits will keep the same market share? Compared to the cabis, it will decline slightly in some areas because of installation difficultiesGenerally, window air conditioners will decrease dramatically, ? but still account for a certain proportion acting as a transition product for price conscious buyers in hot areas? Because of this ine limitation, window air conditioners will still account for a large proportion of sales in economically developing markets (. Changsha and Chongqing)? Windows will continue to sell well in markets such as Hangzhou as transition products for people who are waiting to move into new housingGrowth in Mini Central and Ceiling air conditioners?Minicentral or residential used ceiling ones will gain in popularity amongst people in large apartments and houses (especially as market awareness of product availability grows). Breakdown of different types of air conditioners (Before 1996) Current purchase preferences(19961998)Window48%Split48%Cabi9% Window26%Split53%Cabi21%Market Overview附錄三： PowerPoint制作工具及范本 41Competition Today? Local Chinese manufacturers upgrade production technology to offer quality levels on par with JV operations? Local Chinese manufacturers develop marketing capability/expertise? JV operations, crippled by ability to understand market and operate within local business culture’s drop in position? JVs begin to pete more on price as perception of added value differentiation disappears.Over the last three to four years, local air conditioner manufacturers have been able to reposition themselves successfully through bined advances in quality and marketing…Perceived Added ValuePriceLowLow HighHighLowLow HighHighMeidi KelonChunlanGreePerceived Added ValuePriceNationalMitsubishiSharpHitachiChunlanGreeNationalMitsubishiHitachi Yesterday Today Competition Yesterday? Local and JV manufacturers target two different market segments separated by price/quality trade off? JV operations target quality conscious upper end of market while local manufacturers target bottom end? Local manufacturers limited in terms of production quality capability and marketing experienceMarket Overview附錄三： PowerPoint制作工具及范本 42Consolidated results for the markets from a market attractiveness perspective. . looking at market size, growth, petition, market entry (. distribution opportunity) from a current and future perspective.Entry PriorityHigh MediumHigh Medium Medium Low LowBeijing Nanjing Hangzhou Jinan Changsha ChongqingMarket SizeStrategic ViewDistribution OpportunityCompetitionMarket GrowthMarket OverviewSource: AC market investigations附錄三： PowerPoint制作工具及范本 43From the sales offices and warehouses established in these several markets, strategic nodes can be established to allow access to nearby markets.Market OverviewHigh PriorityMedium to High PriorityMedium PriorityMedium to Low Priorityl Cities to be covered Cities RequiringInvestigationYear OneBeyond Year OneBeijingJinanNanjingShanghaiHangzhouChangshaShenzhenChongqingTianjinll ShijiaZhuang(Hebei)Zhengzhou(Henan)l QingdaolHefei(Anhui)l SuzhouChengdull Shantoul XiamenWuhan Xi’an(Shaanxi)l ZhanjiangGuiyangllKunmingSource: AC market investigations附錄三： PowerPoint制作工具及范本 44項目模塊評估戰(zhàn)略目標主要任務(wù)? 與 “XXX