According to the sales performance in the past three years, Boss has maintained a rapid growth. Wanhe and Vantage rapidly rose after the 2015 downturn. However, Shuaikang's kitchen and electrical business has stagnated and is far below the growth rate of the industry. Shuaikang relevant person in charge that the main contradictions Shuaikang from the internal, that is, the rapid development of kitchen and toilet industry and its own weak growth Shuaikang contradiction.
December 19, 2017, Shuaikang 2018 first national marketing conference on the scene, the original 'heavy '' S transformational atmosphere is constantly being broken by the applause of the full house.The surging market and the legacy of 'fire' let Shuaikang 's circle of friends see the dawn of returning to glory.
Shuaikang still have a chance?
Once named chef 'first camp', but now far opponents thrown under the 'wake up' Shuaikang still have the opportunity to comeback?
Shuaikang team's answer is: there!
Shuaikang Electric president Sun Life Yang
It seems the new team Shuaikang, the opportunity mainly from the following four aspects: First, the kitchen and electrical industry so far there is no monopoly brand, 577 brands take turns taking turns, 'Spring and Autumn Period' breeding of the soil contend; the channel structure is still dramatically changing, Balanced development, rapid competition in the channel status quest holds a huge opportunity; there is no fundamental technical breakthroughs, there is no essential difference between the various products of enterprises; kitchen and new categories emerge in an endless stream, integrated stove, dishwasher, embedded, micro-steam Roasted one machine and so turns the stage.
Sun Mingyang, president of Shuaikang Electric believes that the kitchen appliance market has not evolved into a 'hegemonic' competitive landscape like the vacant market, which has given Shuaikang an opportunity to rebuild the mountains and rivers.
In addition to the external environment, the internal formation of 'fire' is also an important basis for rebuilding Shuaikang.
Since July this year, Chairman Xu and I have traveled all over the country and found that although Shuaikang has stagnated macroscopically, its solid product quality and professional kitchen appliance brand image are still recognized by many channel distributors and consumers. . 'Jiang Changhai, an advisor to Sunrise Oriental chairman, said that SHAIKANG did not have a full' fall 'and that the legacy of' fire 'provided a solid foundation for SHUAIKAI's reengineering.
'5N strategy' to rebuild Shuaikang
Benefit from the macro-consumption environment, the upgrading of the internal structure of the industry, the emergence of emerging markets and other positive aspects of the release of a number of positive factors, the kitchen appliance market is still brisk performance in 2017 kitchen market impact of billions of scale, then give Shuaikang reconstruction provides a good Based on the above understanding, SHUAIKANG put forward '5N strategy' in terms of internal transformation and is trying to revive the glory of the past through a comprehensive innovation.
It is understood that '5N strategy' is the new brand New-Brand, new product New-Product, new marketing New-Marketing, new game New-Game, new experience New-Experience. By upholding the high-end positioning to reshape the brand new image; At the same time, we will strengthen multi-channel development and push forward with new retail sales. We will integrate the industrial chain to create a community of common destiny with operators and suppliers. We will propose new service and customer experience concepts so as to achieve order pre-order Processing, the whole process of monitoring, zero return visit users and other means to create a new strategy Shuaikang.
Sun Life Yang introduced that on the basis of '5N Strategy', SHUAIKANG also made overall adjustments to its strategy, organizational structure, work flow, employment standards and performance appraisal so as to strive for a goal-oriented, mission-oriented and responsible Business atmosphere.
Shuaikang behind the booster
In addition to the full reengineering of the enterprise itself, SHUAIKANG capital cooperation with listed company Sunrise Orient also provided a strong 'fuel' for this trip. The internal reform and multi-party synergies formed two important supporting points for SHUAIKANG's reengineering.
In the course of the cooperation talks, the choice of Shuaikang actually did not only come out of the East one, but Sunrise Orient stood out. In addition to the abundant capital, the strong channel foundation was the final decision of Zou Zou (Chairman of Shuaikang Group) The key. 'Sunrise East chairman Xu Xinjian told China's home grid, after more than six months of synergies, the two companies are more and more play a' strong alliance, complement each other 'role, 1 +1> 2 strategy Synergistic effect gradually released.
Sunrise chairman Xu Xinjian
In addition to strategic synergies, Sunrise Oriental's most pragmatic move to the number of talent strategy.
Xu believes that the top priority after the alliance is to enrich the management team, with a strong management team in order to pragmatic business foundation, mobilize the enthusiasm of all staff, Shuaikang recycling strategy can be targeted.
In the team run-in process, Xu Xinjian to get rid of the inherent illnesses of traditional family-owned enterprises, full authorization, and the existing management team Shuaikang trust and understanding.This is also the new president of SHUAIKANG SUN Danyang dare to Shuaikang 'major surgery' important reason.
In 2017, Shuaikang brand moves continuously, high-speed rail advertising screen-on-screen trains, cross-border sports marketing and social communication innovation emerge in an endless stream, while Shuaikang's new patents, new projects and kitchens are at the core of R & D and product innovation The wisdom of air solutions also continue to blossom.
According to the relevant person in charge of Shuaikang, Shuaikang innovative products in the process of rebuilding will be unveiled at the 2018 AWE show. Driven by product-driven and marketing integration initiatives, Shuaikang will be presented with a brand new look ahead of the public.