'2018 our company will become conservative in the sales, strive to grab a single, to seize the market,' Han Kai Group President Shen Kai-feng in December 12 2018 refrigerator, freezer, air-conditioning on the opening ceremony of nearly a thousand from the country The business made the remark, and this is not only a change in Korean electric market strategy, but also the arrival of a turning point in its business development.

December 12, South Korea held 2018 refrigerators, freezers, air-conditioning opening ceremony

This year, the commissioning of the air-conditioning plant has made Korean Electric one of the few brands in the country that can independently manufacture and sell research and development products on air-conditioners, refrigerators, washing machines, freezers and other white goods. For Hannibal, this is itself A watershed.Especially an investment of over 200000000 yuan, with an annual capacity of 2.6 million sets of air-conditioning factory to complete the construction, so that Han's product matrix has been further full of home appliances market channels for resource integration has been strengthened .

In the volatile turmoil achieved a steady growth

In the home appliance industry, very few CEOs have put their own business and sales positions in public to be specific and real. "Shen Kaifeng said:" In 2017, the company's operating conditions are characterized by a serious polarization of several products, which are affected by raw material prices As a result of the wide-ranging growth and long-standing price war in the industry, the overall refrigerator sales have only increased by 5%. "In fact, there are not many brands in the domestic market that have achieved sales growth in refrigerator products in the past year.

In recent years, the refrigerator industry is particularly affected by the rising raw materials, and in more than a year, the price of black and white materials for foaming has risen by more than 3 times. Meanwhile, the cost of logistics, packaging, copper and aluminum, etc. Is only increasing. Taking into account the quality of business, Hanwha also cut hundreds of thousands of orders, take the initiative to give up a large number of orders. Even so, the sales volume of Korean refrigerator in 2017 is also close to 3 million units .

Han Kai Group president Shen Kai Feng

Sales of air-conditioners are also in a turbulent pace. In 2015, Hanwha entered the air-conditioner market with OEMs and ODMs. Now it seems that the options at that time were forward-looking. Both the 2016 and 2017 high-season phases A blowout occurred, which also led to the explosive growth of Korean electric air conditioner.However, due to the lack of autonomous production capacity at that time, Korea Electricity lost a huge share of demand.

In addition, Hanwha washing machine sales growth this year is also particularly rapid, only fully automated product sales exceeded the scale of 120 million units. 'From 2018, we will pull from the previous refrigerator, washing machines, air-conditioning impulse, the air-conditioned pull , Washing machines and refrigerators impulse, 'Shen Kai Feng's remark, revealed the high expectations of domestic and international air conditioner market.

Of course, the refrigerator market itself is still vast. After years of twists and turns, rectification, the domestic market less and less negative factors seen, especially in air-cooled, the door, the frequency of demand, represented by high-end products The gradual expansion of the already extensive distribution of these products in the category of Korean power, gave birth to a good scale and then upgrade the conditions Moreover, South Korea itself online platform, the export market has made great strides .In the face of the refrigerator market Product structure upgrade pattern, in the face of the air conditioning market after two years of new large-scale competition cycle, Korea Electric needs to be pro-active self-transformation, as Han Hong, director of marketing, said Huang Hung Central, to change the courage to penetrate the 2018 market .

Multi-dimensional all-round transformation and depth of change

Dynamic changes in the market and competitive landscape determine the environment for business survival and development evolving, the domestic refrigerator market in the stock stage of competition in the upgrading of product structure, the online business platform for the release of dividends, and air conditioning industry to continue to improve the ecology, promoting the Korean In the past, our business thinking, marketing model is still relatively conservative, and the environment has changed, so we have to deepen the transformation of products, services, channels, marketing and other aspects of ' Huang Honghuan said.

Product is the first step in any form of transformation, it is learned that in 2018 Korean refrigerator will be fully extended to the air-cooled switch, the data revealed on the opening ceremony also showed that in 2017 the penetration of air-cooled refrigerator in the domestic market has been Reaching about 90% .Thus, to promote the production and sales of high-end refrigerator products, has become the Korean Han in the domestic market the main path of future travel.Air conditioning products and similar, high energy efficiency, environmental health, frequency, etc. are the product lineup Important choice of layout.

Han Hong Huang Hong, director of marketing

Hanwang has more than 600 retail outlets with more than 600 agents in the domestic market, but there are still many new channels waiting to be opened up by South Korea Electric. Huang Honghuan said that from the year 2018, while further stabilizing the existing channel system, For the landmark stores, county-level network, fine decoration real estate, high-end kitchen stores, construction machinery market, and other commercial areas, Han will strongly penetrate and expand.

In the marketing mode, the traditional large pressure distribution model large-scale distribution will also be South Korea's gradual reform, diligence into the sales approach to help agents to achieve rapid turnover of products, but also train agents in the high-end products Distribution and retail capabilities to promote the construction of image terminals.It is worth mentioning that South Korea will start from 2018 joint ventures to carry out direct sales model and plans to be held next June 16 (Saturday) held by South Korea's A Korean brand direct sales activities, which is also South Korea's marketing transformation and upgrading of one of the important measures.

Empty ice kitchen and many other advantages of the type of play, give South Korea marketing model innovation to provide full space for the move, and in September this year, South Korea Electric Group and Nisshin Shun reached a strategic cooperation for HannStar in the service upgrade and Change has a more solid foundation.

Confidence in the development of new retail trends

As explained by Yuan Xuhong, director of marketing at Seven Star, at this opening ceremony, the growth of subscriber base and traffic dividend in traditional e-commerce are shrinking, and the offline distribution of major platforms is also accelerating. The new retail format is gradually getting closer and closer, A better experience and shopping scene has become the future commercial orientation of Han. In Shen Kaifeng's view, the business environment changes in the Han's future road seems more confident, and confidence comes from Hanwha itself in the product, the team , Technology and many other aspects of progress.

'The company finally achieved the full independent production of empty ice-washing products this year. In the latter part of the product quality, after-sales parts, supply assurance will be a qualitative leap, our development will expand, I have confidence in our products, Shen Kai-feng also said that the domestic air-conditioning market is very broad, and Korea's own very rich customer base, sales of air-conditioning products will achieve continuous breakthrough.

Seven-Star Marketing Director Yuan Xu-hong

Cost control and sales operations ability is also the confidence of South Korea.It is reported that this year, South Korea in the empty ice wash and other big white products on the total sales reached 600 million units, is close to the market size of first-line brand. The formation of South Korea is conducive to the cost control capabilities to further improve.Moreover, South Korea's current marketing team is relatively young, thinking and patterns on the Internet elements can be quickly integrated.

Enterprises and brands are the future development of South Korea's ballast rock.Shen Kai-feng looked at the stage nearly a thousand merchants said: 'In the current environment of this appliance, there are still so many customers to follow us, I think enough to prove that the market and industry For our brand and business is recognized. '

Air conditioning is an important fulcrum of the diversified layout of South Korea, Shen Kai-feng said, 'Air conditioning is likely to be our last self-produced project,' so concentrate and resources will be bigger and stronger air-conditioning is an inevitable move for South Korea's electricity. On the contrary, no matter whether it is a washing machine or an air conditioner, the formation of autonomous production capacity appears later, but this does not hinder the development of production capacity. Hanwha in these products can come to the forefront of similar brands.Perhaps this is the ability of South Korea.