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On January 6, Guangdong Chigo Air Conditioner Co., Ltd. released "Notice on Promotion of CMV Core Components of Zhigao Group Sub-Brand", the circular shows that Zhigao Group will implement double-brand operation strategy in air-conditioner industry. WeChat also saw a message about the launch of the sub-brand CMV by Chigo, which is rapidly moving within the channels associated with Chigo.
CMV is not a strange word inside the Chigo, CMV has long been a series of names of the Zhigao commercial air conditioners, after a long period of marketing, CMV in the field of domestic commercial air-conditioning has become very well known. Guangdong Chigo Air Conditioning Co., Ltd. will be registered as a brand name, but also the brand in the air-conditioning industry's development to a new situation.I also learned that, Chigo internal registration of multiple series or brand name, CMV is only one of them .
In the past year, both the rapid growth in the market of household air conditioners and commercial air conditioners has achieved record highs, which provides a good channel platform and market foundation for the operation of dual-brand products. In fact, , Zhi Gao does not lack the experience of dual-brand operation, once with modern South Korea's cooperation in the domestic market to promote the production and marketing of modern air-conditioning.
From the domestic air conditioner market brand pattern point of view, not only Zhigao, the United States, Haier, and other large enterprise groups have adopted multi-brand operation strategy.In addition to the main brand of beauty air conditioning, the Little Swan air conditioning has also become the United States of the home air-conditioning Division An important part of the 2017 Little Swan air conditioning production and marketing scale of more than 1 million units; Haier brand matrix is also very rich, Casa Imperial, commander and so on air-conditioning products market sales are in the growth channel.
It is understood that CMV relies on the research and development and manufacturing advantages of Chigo Air Conditioning, CMV makes the same platform with the Chigo production, the same product quality assurance system, the same after-sales Service platform, the two parts of the nationwide brand products related accessories are also common, but CMV does not enjoy the early years of Chigo air conditioning parts and components free replacement policy for life.
In terms of market and regional positioning, CMV's major target users are clustered in the second, third and fourth markets, which may also bring certain impact and impact to the third and fourth tier brands that are widely found in these markets , With the explosive growth of the domestic household air conditioner market in recent two years, a large number of small and medium-sized brands have emerged. The CMV brand launched by Chigo will confront the competition among these brands, which will also directly intensify the market for air conditioners in 34 air conditioners Degree of competition.
CMV has become a new pivot of Guangdong Chigo Air Conditioning Co., Ltd. in large-scale development in the domestic market, which can create a new path for its expansion of market sales and increase of market share, while CMV sales in the country, by the Guangdong Verdon Trade Co., Ltd. .
In order to avoid affecting Chigo customers in existing channel networks and to achieve the effect of Chigo and CMV dual-brand 1 + 1 greater than 2, Chigo has established a complete collaborative mechanism from headquarters to product management centers in all regions. Come out, this step taken, Zhigao Group and its air-conditioning company in the early stage has gone through a longer period of consideration and bedding.
