Every autumn and winter season is the sales season of the air-conditioning industry, air-conditioning companies tend to use this time to replenish inventory for the coming year to make the appropriate market supply, but known as the home appliance industry, "the godfather of fashion," said Oaks has failed to suppress Live that young and restless heart, in this industry collectively the sound of the winter, Oaks broke the silence came out big news.
On Dec. 3, under the guiding ideology of '12 .3 Super GO ', the Aux Super Brand Day took a strong hit. Under the guiding ideology of' operating at headquarters, as long as sales volume and prices are not negotiable, 'Oaks launched a series of preferential strategies to activate the market, Some annual new, boutique, star burst models have also been included in the list of concessions, which allows consumers to feel the warmth of Oaks bursts in winter.
'Straight down full, thousand none other profit' and a series of preferential policies can be described as a fist to the flesh, watch the consumer price expectations of the heart line of defense, the 12.3 Super Brand once again set off the craze for buying people, and in fact, it is already Oaks successfully held the third Super Brand Day .2015, Oakland Super Brand Day held a total of 267 promotional activities during the day, and the factory outlet 0 profit way to shout 'I just sell, you just buy, the rest of the To the factory! ''s slogan, won the excellent performance of sales of 50,000 sets, but also for the follow-up of the two brands a good start.
A year later, on December 3, 2016, Oaks once again created 57,000 units of sales of 8-hour omni-channel air conditioners, and since then, every December, the home appliance industry has entered the 'Oux exclusive moment' and Zhang Yanbin, senior home appliance observer, 'In the most direct interest with the user air-conditioning products, Oaks just seize the high quality, cost-effective reform of the era of the biggest outlet to achieve the interests of users and businesses seamless docking, so the 12.3 Oaks brand day to win the market and Users of all ages, it is a matter of course.
Ingenuity pursuit: excellence
Due to the continuous hot weather, real estate lagging effect and the accelerating process of urbanization and other factors, the entire industry ushered in an unprecedented 'bumper harvest' in 2017, air-conditioning business shipping and terminal retailers are kept high, especially since April this year , The whole industry is even more domestic shipments at an alarming rate of sustained growth.
National Information Center data show that in the cold year of 2017, the domestic domestic air conditioner retail market reached 56.22 million units, an increase of 28.5%, with sales up 30.5%, setting a record high sales record, while the domestic sales of Oaks in the first half of 2017 to complete the 2016 The annual full-year, up 154% over the same period; export completion rate of 116% in the first half, an increase of 60% over the same period.However, this string of constantly refreshing figures behind the Oaks air conditioning in product quality, sales, size, marketing Complete across the board.
Oaks in the air conditioning industry for 23 years, has always abide by the 'quality is the cornerstone of innovation is the soul of' the beginning of the business in the past, Oaks often show a high cost performance of the image, but cost-effective does not mean low quality. Oakes product transformation and upgrading efforts continue to increase, and insisted that 5% -6% of revenue each year for research and development and innovation, with the continuous upgrading of product mix, Oaks's praise rate and praise has been ranked first in the industry.
At the same time, the investment of 2.3 billion yuan in the Oaks smart factory was formally completed in Ningbo on October 27, this is not a production line intelligent upgrade and iteration, but based on an intelligent factory platform to create, it is understood that in this More than 7 million air conditioners will be produced on the platform each year, and the product delivery time will be shortened by 30%. Under the circumstance that demand for the air conditioner market is fully stimulated, it will enable Oakes to fully supply the market and thus win market opportunities.
And young people 'play' together
With the continuous rise of young consumer groups after 1980s and 1990s, the whole market is developing in the direction of "young". How to polish more new generation groups and rejuvenate the younger consumer market are all issues that need to be considered by household electrical appliance enterprises. Oaks on the one hand firm transformation and upgrading, intelligent layout; the other hand, to strengthen the young fashion tone, to attract more diverse consumer groups.
Oaks through a series of young people loved the marketing approach, to meet the needs of the young group to maximize the 'fun young state' brand image enjoys popular support online there is a catchphrase is' I have gone through the longest road, Is your routines', while Oakes' routine 'is to play with young people to go together.
The annual AUX RUN is considered a landmark marketing event in the home appliances segment, but compared with previous years, this year's events introduced more novel ways to play, star, music, fluorescent, fashion and other elements, let the running friends People feel the fun of cross-border .Oaks is trying to create a more in line with the trend of the young culture, so that everyone will buy Oaks air-conditioned brand value, in the future, Oaks will be combined with movies, concerts, Fashion running, fashion festival and other forms, to consumers more diverse experience.
In the recent two years, Ochs' 6 microfilm views surpassed 100 million, 5 billion music festival exposures exceeded 1 billion, 10 times the topic list readings of 120 million, 18 live broadcasts, 3 games of 'Aux Run' and so on, Through a series of classic marketing cases, Oaks is deeply revealing its own brand connotation to consumers, resonating and resonating with consumers and creating a brand image with a story, experience and temperature.
However, in this highly transparent information society, an excellent marketing program must be based on good products, because only the products that can impress the consumers and the products are the real core competitiveness of the enterprises.