Ningbo is located in the southern wing of the Yangtze River Delta, rich cultural heritage, a long history and culture, economic development.Yongjiang flowing in the city, witnessed the vicissitudes of life changes.Over 32 years, the Oaks Group has risen in the terraced ricefield diversified industries, The industry covers the fields of electric power, home appliances, medical, real estate and finance and has been ranked among the top 500 Chinese enterprises for many years in a row. In 1994, Oaks was involved in the field of air conditioners and became one of the frontline air conditioners in 2017. In 2013, when the traditional appliance manufacturers hesitated to transform the Internet Indecisive occasion, Oaks air conditioning pioneer one step, bold force, for three consecutive years have maintained rapid growth, becoming the home appliance industry's fastest earliest transformation of electricity supplier business, the successful realization of change overtaking.

It must be acknowledged that today, for businesses, the simplest way to judge online sales performance and performance than in double 11 sales, share, user praise rate.In the strong, such as Ningbo, with Younger, GXG, Bo Yang, Pacific Internet and many other electricity providers 'big players', however, during the double 11 in 2017, Oaks air conditioning to the entire network full platform 815 million yuan easily won the first prize of the scale of Ningbo enterprises Internet; online sales are expected to reach 100 billion yuan, the scale will also maintain the Yong enterprises champion.

Not afraid of innovation, led the air conditioning industry Royal Internet style

Appliance, especially air conditioners, is one of the late-touching products. It has no first-mover advantages compared with cosmetics, clothing and food, but also faces a series of cumbersome but direct influences such as after-sale delivery, installation and return visit An important part of the user experience.Many large home appliance group due to the huge offline channels, the team lack of user thinking, the short term is difficult to completely embrace the Internet, delay no electricity providers, missed opportunities.

As early as 2013, Zheng Jianjiang, Chairman of AUX Group, took the lead in entering the Internet field with its foresight and strategic vision and layout, and completed the transformation and upgrading of traditional home appliance enterprises at an eye-catching speed. Still climbing stage, 57.1 billion yuan.

The next few years, Oaks invested 2.3 billion huge sums of money for transformation and upgrading, other brands are still outside the electricity supplier wandering wait and see, Oaks air conditioning has hired professionals to form a team around the consumer spending habits, habits, launched highly targeted Sexual high cost-effective high-quality products, e-commerce platform for many years to sell the best-selling list.

It is obviously not comprehensive to consider the implementation of a company's strategy simply by numbers. In the background of the rapid development of big data technology, it is more worth to study the detailed data, which is also the key to see a company can win the favor of users. , Oaks did not take the simple set of low impulse, and chose the pulse mode of growth.Alibaba Group Academic Committee chairman and Lake University Dean Zeng think traditional growth model is a linear growth, today changes to exponential growth And impulsive growth, that is, the exponential growth of savings energy to achieve a second eruption, the platform through the network effects and economies of scale, you can achieve explosive, non-linear growth.

Tonal temperature has a brand, become fans magnetic field

With proud data, excellent products, efficient execution team, high viscosity fans, Oaks air conditioner weave a 'strong link', a flexible value network with symbiosis logic, released in the age of mobile Internet full of uncertainty Unprecedented tension.

As the single largest category of fans of the brand, Oaks three major e-commerce platform fans reached 1.61 million, dual micro-fans is more than break through 3.45 million. Work together in many fields partners, to create, including Aux Run, Oaks Mountain Frog Music Festival Nowadays the trend of the benchmark marketing symbol, the industry as the most fashionable brand of home appliances.

March this year, Oaks air-conditioned hand-held well-known microblogging microblogging since the media Zhong Nai create 'attitude' trilogy, on-line 24 hours, on-demand breakthrough 15 million; June, with Father's Day for inspiration, and two more video together Tear micro-film 'father's prose poem', the amount of broadcast broken 10 million; and video from the media love letters cooperation, 'L Austria VE said love you' the first attempt to allow users to participate in interactive voting Guess the end of the game, playing over 40 million .

Oaks air conditioning cross-border marketing diversification, young, fashion, the ultimate goal is to make the product into the daily life of young consumers, an integral part of creating a temperature products, connotation of the brand.

Product power is king, with the user breathing

He Yifan, the founder of Beigao Financial Group, summed up four methods in the process of analyzing the "Oakes mode": the product concept under the user's standard; the ultimate pursuit of cost performance; the two-lane linkage under the internet thinking; the activation under strong execution individual.

In fact, the first core set by Oxfam in 2013 is the product and quality upgrade. This is also based on the corporate philosophy that "quality is the cornerstone and innovation is the soul." According to Zheng Jianjiang, Chairman of the Oax Group. At present, Oakes has established a whole-process monitoring and control system for R & D, incoming materials, production, sales and failure analysis. It invests 5% to 6% of R & D investment each year so that Oakes starts to stand on the same quality and technology with world-class enterprises on the platform.

In order to allow users to enjoy a comfortable supply of air to avoid air-conditioning due to uneven heating and cooling, innovative fish fin-style guide to four-dimensional air supply, 100 speed wind, accurate control of temperature up and down 0.5 ℃. Capture the user The pursuit of the art of home appliances, adapted to modern home style, scroll-type dumping Allure series, hand holding the moon on the moon series have listed. First TS rapid hot and cold technology, 30 seconds cool, 60 seconds fast heat, with intelligent remote control WiFi , The user immediately returned home to enjoy the feeling of warm in winter and cool in summer; In addition, the national patent Hydro-automatic washing technology, smart light, WeChat interaction ... ... these products through the product into millions of households, has brought countless conveniences for modern life.

It is precisely because of the importance of user evaluation and drying list, all product managers and R & D managers in real time open electricity supplier APP, every new listing of users are well aware of the evaluation. Oaks air-conditioning users praise up to 99%, confirms that idiocy 'Obviously so beautiful, but by strength'.

Professor Chen Chunhua from Peking University's National Research Institute believes that with the advent of Internet technology, the concept of disruptive innovation occurs daily, and in a series of subversions and subversions new ones may continue to emerge. Enterprises need to understand the characteristics of creating themselves to guide Own strategy.

Made in China is facing the demographic dividend disappear situation, but the quality dividend has brought a new wave of opportunities to interact with young groups in the low-frequency air-conditioning products to create a stylish embodiment of the Oaks contributed. Transformation into a new stage, Oaks will Vigorously investing into the network batch to enhance efficiency, through the establishment of the most direct and fastest interaction channel with users, through the sale, the product and the user to establish the most direct contact, allowing users to brand 'endorsement' and so on, for the next pulse growth force.