On the evening of October 30, Qingdao Haier announced its 3Q2017 results, the Group's operating revenue in the first three quarters reached 119.2 billion yuan, up 41% over the same period of the previous year, and achieved a full-class market share growth. As the younger brand of Haier's strategic internet appliance January-September overall completion rate of 117%, an increase of 40% of which commander refrigerator sector share of 22% of industrial channel revenue, and overall negative retail growth in the overall situation, the double-digit growth from the data disclosed Commander refrigerator showed strong growth trend due to the following three major factors.
New positioning, seize the young market
Related data show that driven by the new brand positioning, the commander of the refrigerator delivery unit price rose 9 percentage points over the previous year, leading the industry in January-August this year, commander of the refrigerator double-digit growth performance during the National Day and Mid-Autumn Festival, The potential growth of 41% .In 80, 90 after the leading consumer market, the commander of the refrigerator took the lead in opening up ideas, targeting the young consumer groups. 'New Choice for' as a new concept, commanding the refrigerator for young people to create a Series of well-designed, simple function of differentiated products, but also achieved sustained growth in market performance.
Frequently new products, rely on technology to win
According to a refrigerator company announced the "price adjustment notice" shows that the cost of raw materials in the refrigerator in the past six months continued to rise, of which insulation materials, refrigerator foam material, black material rose more than 110% to 21,000 yuan per ton, white material rose more than 40% The increase of more than 25%, coupled with the saturation effect of the downstream market, the consumption in the refrigerator market mainly depends on the inertia and just needs to be stimulated. The brands lacking new technologies and new products are difficult to open the market and the demand for refrigerators is also diversified. Commander of the refrigerator in the industry to achieve double-digit performance growth, the fundamental reason is that the product fully matched the needs of users.
For example, the commander in the word pattern refrigerator, the first full-temperature zone space. Unique fifth word space design, with reference to the average height of 160-163 cm of young Chinese women, set a 105 cm height of storage space, make use more convenient, with 5 ℃ to -20 ℃ wide temperature change technology to meet different user storage needs.In addition, the industry's first application iphone 'three-stage' assembly process L.one series of new products, the first application of aluminum chamfering technology, with rounded arc Close the line, the real home appliances designed to achieve the 'flat'.
Emphasis on experience, community interaction
CNNIC "The 39th Statistical Report on Internet Development in China" shows that the number of Internet users over the age of 40 in China accounts for 23.1% and the number of mobile social users over the age of 40 is only 4.3%, with younger characteristics .In the Internet era, only the products It is very difficult for itself to maintain user's stickiness for a long time and how to make use of the mobile terminal to interact with the new generation of consumer groups has become an issue that enterprises urgently need to think about.The community interaction mode of the commander refrigerator has played a catalytic role in maintaining large growth.
Such as the commander of the refrigerator through the video presentation 4 kinds of drinks making 'smoothie' demonstration of ultra-wide temperature technology such demonstration allows users to intuitively through the mobile terminal to know the technical advantages of the refrigerator, which stimulated sales rising.At the same time, the commander refrigerator also passed Cross-border variety, drama, online interactive activities and other forms of interaction with young communities, to achieve a good word of mouth.
Commander refrigerators market performance from the point of view, with the continuous upgrading of consumer spending, commander refrigerator also community as the basic unit of interaction to produce more in line with the requirements of the times the leading product, which will also promote innovation and upgrading across the industry, Trigger appliance industry to a deeper level of change.