2017-11-24 Ai Ken home network / Su Jin

Midea Group's double-11 sales hit a new high, the performance of the United States is also very beautiful air-conditioning, online sales scale is on the occasion of the United States, the traditional air-conditioning distributor of traditional channels calm but calm calm. Changzhou Chuang Mei Refrigeration Equipment Co., Ltd. Shi Anbing, general manager is such an agent, a rational view of online platforms and festivals, adhere to their own ideas and sales tempo.

On November 13, when I met Shi Anbing, he just returned to Changzhou from the dealer in charge of online business. Our topic naturally started with the just concluded Big 11. "Changzhou is in charge of online business This performance improvement is great. "He affirmed the online business of Brother Company, but this does not affect his judgment on the traditional channels and his own development path.

Changzhou Chuang Mei Refrigeration Equipment Co., Ltd. Shi, general manager of Bing

'Blacksmith need its own hardware'

Changzhou Chuang Mei Refrigeration Equipment Co., Ltd. Acting US Changzhou District home air conditioners, Xinbei District, Wujin District business, in June 2016, the United States and the United States hit a US air-conditioning refrigeration resources integration, the original home air conditioning on the basis of the traditional channels of business The domestic central air-conditioning business channels and chain operations are also included in the resource integration the year after the Changzhou Chuangmei refrigeration sales reached 300 million yuan in the scale of growth, Shi Anping more emphasis on product mix changes: 'In the past sales structure, low - end household air conditioners accounted for 70% of products, and now accounted for 70% of high - end products, the average shipping price from 2,500 yuan to 4,000 yuan now.

US brand day air-conditioning products focus on high-end

Shi Anbing also introduced to the author a more detailed set of data: 'Our main type of comfortable star hanging machine price between 3000-5000 yuan, the refrigeration Wang Guiji between 8000-9000 yuan, hanging cabinet ratio of about 3: 1, In addition, our channel specifically for high-end machine frequency machine products, two on-hook 3500 yuan, a counter 8500 yuan, these products not only formed a differentiated online competition, but also prompted us to rapidly upgrade the sales structure.

In addition to these data are numerous and extravagant, Shi-An Shi on the United States also has a more sensual understanding of air-conditioning quality.Since 2003, from salesman to agents, from home air conditioners to the central air-conditioning, Shi-An Shi has been working in the United States system. Need their own hard, "Shi An Bing summed up the beauty of the air conditioning products continue to improve the positive role.

In 2011, Midea put forward three strategies of "leading products, driving efficiency and global operations" and built new competitiveness around these three aspects. "Product Leading" has become the top priority among any enterprise and user There is only one connection point - the product.

According to AIG's 2016 annual report, Midea invested over 20 billion yuan in technology over the past five years. The ultimate achievement of basic functions is that Midea Air-Conditioning Co., Ltd. has made a major contribution to the competitiveness of its products in 2017. During the continuous intensive cooling , Heating, stability, noise, energy saving, frequency conversion, and so on the basis of quality at the same time, the US air-conditioning is to dig deeper user needs pain points, focusing on functional innovation. Refrigeration King, Comfort Star, and other products, Create on behalf of the work.

Beautiful air-conditioning is full of literary atmosphere of offline promotion

At the same time, Midea Air Conditioners implement the strategy of target agglomeration on product structure, streamline models and concentrate more resources on functional products that meet the needs of users. Especially for the rapid development of online platforms, Midea Air- , And coordinated the balanced development of the two channels.For this point, Shih-Bing Shi deeply agreed: 'US air-conditioning online and offline product differentiation, the two channels have their own housekeeping skills, to play their own advantages.'

Behind the upgrade of the sales structure of the agent products is the gradual effect of the beautiful air conditioner always focusing on the user-centered initiative transformation.Micer's air conditioners redefine the air conditioning products in the new user era through the high-end and differentiated products, open up the consumption upgrading and development for the industry. Channel at the same time, but also allow more users to feel the beauty of science and technology bring new quality of life.

'Keep up with the air-conditioned rhythm of the United States will not lose the market'

In the week before October 11, the '11 .3 'brand day of the United States came to a close. Under the common occurrence of' platform making festival ',' brand making festival 'also triggered the explosive buying phenomenon and deeply tapped the great potential of offline channels, Brand and distributors, the user community and a strong connection.Changzhou Chuangmei Refrigeration harvest in the brand day, air-conditioning sales of about 8000000 yuan, the overall sales of about 11000000 yuan.Shen Bing said: 'before Partnerships focus on policy, cargo replenishment, manufacturers now provide weapons, and create a platform to help dealers carry out multi-frequency activities.He will now short and fast sales rhythm summed up as: 'sales'.

Beauty 11.3 brand day activities Changzhou station scene

For three consecutive years, the United States, the brand day in the first week weekend in November as scheduled, which is the United States and air conditioning rich active terminal representative of the event, it has not only become a sign of the strong sales, but also be regarded as cutting-edge new home appliances It is worth mentioning that the United States air conditioning marketing has exceeded the conventional terminal promotions, buy gifts and other activities, but to interact with young people online entertainment way to influence consumers and promote brand marketing Young and precise, and promote the traditional air-conditioning business marketing model changes. US air-conditioning over the past year a new play constantly, 'Flame' Mountain, Shanghai Bund giant ads, the new image collection, sponsorship of the marathon, And so attract a large number of young fans, the peak season to 'comfort does not blow people, huge benefits do not bragging' big season to detonate the market.

Beautiful air conditioning combined with popular IP attract more young people

US air-conditioning Shanghai Bund ads

Shi Anbing deep understanding of this: 'We have to follow the manufacturers ideas are changing, and now is not the simple price war in the past,' fight bayonet ', the platform for manufacturers to build more and more solid, we keep up with the rhythm of the United States air-conditioning, Will not lose the market.

'Not just look at the results, the process requires refinement'

From Shi's "blacksmithing to hardworking" to "moving sales," simple and concise words outlines the first two of the three strategic axes that the United States has in its product leadership, efficiency drive, and global operations are the United States. positive energy.

In the recent years, Midea Air Conditioners has made no breakthrough in the efficiency development in the whole industry. The transformation of the production and sales model represented by 'T + 3', the transformation of the terminal-driven business model, the promotion of IP based on the traditional famed works , And the upgrade of the logistics and distribution system based on the "end-to-end inventory" constitutes the main content driven by efficiency.

Speaking T +3, Shi Anbing revealed the excitement: 'Through the T +3 new production and marketing model, manufacturers will now control the inventory of agents, agents do the appropriate orders according to demand, our sales data analysis, inventory digestion quickly, and now Inventory is only 10% of the annual mission, reduce financial pressure, inventory science and reasonable.

The "T + 3" mode of Midea Air Conditioners has been transformed from original reserve production to customer order production, the implementation of off-line straight hair and the reduction of intermediary links to speed up turnover and enhance market competitiveness.In the "T + 3" production and marketing model , The roles and functions of the existing air conditioners and distributors in the United States have undergone a major shift. Since the traditional method of large distribution of large cargoes has been abandoned, channel operators do not have to disperse resources for picking up and replenishing goods, and thus Focusing most of the attention on the terminal, the terminal that directly faces the user is used as a traction to drive the circulation of the U.S. air-conditioner products from manufacturing to the market. As a result, the efficiency of product turnover has been greatly improved.

T +3 model deepening and implementation of Shi'an Bing seems to be: 'US air-conditioning agents increasingly finer and smaller, the result is important, but not just look at the results, refinement of the process requirements, and now agents need market reaction fast , High activity frequency and strong terminal promotion ability, therefore, I insist on making every point, forming a circle, making every detail beautiful, and this circle naturally will be good.

Due to the uncertainty of the weather, air-conditioning market variable increased in the peak season for two consecutive years blowout, the cold market size in 2017 a record high, the 2018 cold air-conditioning market how, Shi An Bing did not make qualitative judgments, did not disclose for themselves A clear quantification of the target, but focuses on two points: First, the United States is a highly developed business, our sales scale requires 10-20% growth, the second is the development of the entire market in the high-end, customers are more willing to pay for features, We will not relax the sales promotion requirements.