In the past year, Midea's domestic air-conditioners established the leading position in sales of all domestic e-commerce outlets. The share of shipment after entering the freezing year of 2018 is also quietly increasing, and these beautiful market performance has not become the focus of public opinion.
However, many initiatives and behaviors have always been in the mainstream of the industry. Taking the classic two-line diversion of traditional characters and bridges as the IP, the original music collection entitled 'Meet You in Windless Time' 60 national tour events, the United States held the Air Conditioning Cup King Championship held in Guangzhou and Chongqing Marathon sponsors ... ... US air-conditioning in 2017 with a series of gorgeous initiatives deduced a different kind of style. And these initiatives behind The transformation of air conditioner production and sales model in the United States is an innovation in the form of brand communication and promotion. It is an upgrade of products and their structure. The transformation of air conditioners in many dimensions is creating a bigger future.
Production and marketing model reflects the efficiency driving strategy
On March 8, 2017, Fang Hongbo, chairman of Midea Group, once made the remark at the TOP Club (the United States' independent core channel business) meeting that day that change needs a little bit of accumulation and needs day-long persistence and long hours The effect is naturally reflected.He talked about the insistence on change in the United States is reflected in the air conditioning to 'T +3' as the mode of production and marketing changes on the load.
'T +3' is not the first American air conditioner, after Little Swan's successful practice in the washing machine products, 'T +3' in the United States began to fully implement the various business units and implement the model is the traditional large large cargo A subversion of distribution methods.China's air conditioner market for a long time most manufacturers are pursuing the mode of hoarding in the off-season, but if not enough terminal demand in the peak season heavy volume, the pre-channel delivery will inevitably bring inventory backlog, This in turn has resulted in a huge waste of product and capital resources.
On the issue of stocks, many air-conditioning companies, including Midea, have experienced some pains, which is one of the reasons why the United States has implemented the 'T + 3' mode of production and marketing, and the reason why the United States is particularly evident in seasonal demand for air-conditioning products One of the important conditions for the smooth implementation of the production and sales model of 'T + 3' on the products is that the sales subsidiaries in the United States and their major channel distributors share the resources of Andhra Pradesh's domestic warehousing. The middle part of the product is drastically reduced, not only saving a large amount of The storage and logistics costs, but also greatly enhance the product's circulation efficiency.
'T + 3' concept is based on user-oriented, air-conditioning products installed by the user is the only real sales, and in the traditional model of products from the factory was sent to the channel warehouse will And more importantly, 'T + 3' also promoted the improvement of channel operators' efficiency, driven by the terminal, and promoted the circulation of products, resulting in a substantial increase in channel utilization of funds.
I must say that in 2017, the implementation of 'T + 3' did not actually encounter a very good external environment. The domestic market has experienced a historic big market. For the United States that has not implemented large-scale bargaining and Is not very favorable, due to the lack of adequate stock in the stage of demand outbreak, making the United States lost some of the air conditioning at a certain stage of the opportunity to rise again, however, the operational efficiency and channel competitiveness of the United States reached an unprecedented height, 2018 frozen off-season Stage beauty air conditioner market share is the best proof.
'T + 3' is a good illustration of Midea Group's efficiency-driven strategic thrust, which has brought disruptive effects on the industry's production and sales model as well as changed the positioning of sales companies and channels in all regions of Midea Air Conditioners. Is the existing division of the United States air-conditioning or channel operators are in the role of terminal service providers change.
Product innovation reflects functional innovation
No matter how the industrial environment changes, no matter how the consumer groups switch, no matter how the production and marketing model changes, one thing is certain, that is, the internal needs of users are always the same, but the product is also the core connection point between enterprises and users. Said that products are also the most important strategy in all the strategies of the United States, and the product leadership has also been the three major strategic axes written by the United States into the development of the enterprise.
The United States on technology research and development and product development on the large-scale investment in the air-conditioning on the most vividly demonstrated in 2017, Comfort Star series of products in the domestic market has been sought after interpretation of the significance of functional innovation where in recent years, China Air conditioning industry, product innovation and more focused on the panel and the internal structure of the improvement, in essence, a large number of enterprises only product development capabilities and lack of technology research and development platform.
Since the peak season last year before the launch of a comfortable star hang up and fully market sales in the market, then in September that year, a wealth of comfortable air-conditioner on the beauty of this lineup of products.Mic's comfortable star series of air conditioning innovative use of ' Wind technology, the use of aerodynamic 'deceleration booster' principle, creatively developed a 'microporous wind' system, so that air conditioning flu feeling becomes soft and delicate, while the comfort of the counter aircraft 15 wind deflector alone With 2655 micro-holes will be 'no wind sense' to create a new decentralized breeze in the cold weather in 2017 before the arrival of the US air-conditioning has introduced a series of M moment, the series is still around the functional Innovation and design and development.
Today, the United States to comfort Star series in the air conditioning industry has opened up a new category of products, 'no wind sense' has become a comfortable feature of air conditioning products, a tagline vocabulary. , And then to promote the wave of intelligence, while Midea air conditioner on the product quality improvement and ontology function innovation, build the product's leading ability.Case Star series has become the classic domestic air conditioner market in 2017, more fully reflect the United States CDOC methodology The role of.
The change of marketing communication reflects the new demands of brand
'Meet you in a time of no wind', a rather mood of mood, feelings of the phrase will be the United States brand elements of air conditioning and product features, to achieve a warm, gentle subtle transmission, the air-conditioned cold artifacts derived from Rich cultural connotation.Also, the United States Air Conditioning Cup King Championship held in order to 'meet you in the no wind' as the theme of the original music collection activities, traditional classic classic figures and bridges for the IP and full of fun Terminal promotion ... ... US air-conditioning in 2017 brand communication forms and methods, showing a detached from the traditional beauty of the impression.
Interactive, scene into the United States the past year the air-conditioning in the terminal promotion, the main characteristics of brand communication, products and brands in such a lively, interactive, fun activities have been subtle output, a young The brand image of beauty, fashion, light luxury, sense of technology also emerges vividly, and this is itself the brand appeal of the air conditioner in the world at present.
Behind the demands of beauty brand air conditioner is the change of consumer demand mode and the shift of user demand group in the domestic air conditioner market.Mobile Internet has formed a clear deconstruction effect on the industry and the self personality has been demonstrated so that users are no longer rigidly attached to the traditional Brand concept, self-satisfaction has become a necessary condition for the release of the demand.Traditional forms of buying gifts and top-down is the brand instillation, in the face of new demand groups, the role of the terminal pull more and more weak .
Especially with the rapid rise of the younger generation of user groups represented by 95, the cognitive system of consumers for air-conditioners and their brands has changed, and the propagation path of brands has been divided, and the mobile Internet has become a convergence enterprise And users of the important link between, but fragmented information collection and distribution environment and increased corporate branding more difficult.
Air conditioning in the United States in 2017, all marketing methods and brand promotion are carried out in the terminal traction and user-oriented concept, and the user has become the leading air conditioner in all the United States, in many air-conditioning business is still implementing channel customer-oriented Development model, the United States has the user as a product development, marketing and branding the only guide.
Fang Hongbo once said that building endogenous growth model will be the key to achieving sustainable development in the United States.Micer's air conditioning in the production and marketing model, branding, marketing methods, product features, etc., is to point to endogenous growth Form the formation.
