'After a year of hard work, Hitachi air conditioning in the Chinese market has made progress, the future is also full of expectations,' January 16, 2018, Shanghai Hitachi Household Appliances Co., Ltd., general manager of governance for the letter from a About a year ago, Hitachi Air Conditioning put forward the development plan in the Chinese market, and in 2017 Hitachi air conditioner sales in China increased by 37%, the formation of this momentum also shows that Hitachi Air Conditioning The revival plan has entered a new cycle, which is also the background of the sentence forging a letter.
Of course, has entered the Chinese market for 24 years Hitachi air conditioning, greater development appeal lies in the future.Now the country's emerging industrial environment, consumer features, user structure more and more suitable for such high-end Hitachi air-conditioning Therefore, Shanghai Hitachi Home Appliance Co., Ltd. Sales Minister Masuda Tian also proposed in 2018 to strive to sales in 2016 based on an increase of 55%.
Shanghai Hitachi Household Appliances Co., Ltd., general manager forging a letter
Keep up with changes in the market
Nowadays, the air conditioner market in China is becoming more and more suitable for middle and high-end brands.On the one hand, the demand represented by the replacement is becoming the mainstream, and consumer awareness of products and brands has been hitherto unheard of, which has greatly promoted the high-quality products Of the sales; the other hand, both foreign brands or domestic brands, almost all of the high-end category as the dominant market shipments, the product structure of the domestic air-conditioning market has been upgraded.
According to a set of data provided by Mao Qinfang, acting minister of career strategy division of Shanghai Hitachi Household Appliance Co., Ltd., the first and second products sold by Hitachi Air Conditioners accounted for 74% of the market in its own market system in 2017 and 2016 Of the data is 64% Hitachi air conditioning in the past few years followed the changes in the Chinese market, but also to improve and enhance the product mix.
Sales increase and upgrade the product structure, Hitachi air conditioning has entered a good channel for the development of the Chinese market changes in addition to the product itself, the user base is also undergoing switching to 95 after the younger generation of consumers Is growing into the mainstream of market demand, Hitachi air conditioning is also revealed at this meeting, to adapt to the needs of the young group is an important direction of development in the latter part.
Hitachi air conditioning in China to adapt to the road is also reflected in the product layout and business model of the building, when the 2017 domestic air conditioner market e-commerce platform for the overall sales of more than 57 billion yuan online has become a mainstream terminal system, This into the air conditioning has become a must for many business initiatives.Central air conditioning on the needs of home air conditioning alternative, but also to Hitachi air conditioning product launch provides a new guide.
Shanghai Hitachi Household Appliances Co., Ltd. Sales Minister Masuda autumn Yan
Product and commercial layout seek breakthrough
The year 2017 is not only a bumper year for the domestic air conditioner market, but also an annual surge in the demand for central air conditioners. As the representative of the home improvement retail market alone, the overall demand in the past year exceeded 300 billion yuan. Moreover, In the past few years, the domestic central air-conditioning market has witnessed a steady growth and the rate of such growth will further accelerate in 2017.
It is in this industry development trend that Hitachi Air Conditioning completes and enriches the product lineup of central air conditioners, especially the introduction of 160 series products, allowing Hitachi's central air conditioner products to completely cover the vast majority of residential structures in ordinary families. Understand that the increase in the sales of central air-conditioning and ductwork products in 2017 is also part of Hitachi's upgrade of air-conditioning product structure. In the future, Hitachi will increase the investment in central air-conditioning products. This measure is also in line with the Chinese market in recent years. The change.
Hitachi air-conditioning for the sale of the central air-conditioning in the Chinese market also set a clear goal, Masuda Tian Yan said at the meeting: '2018 Hitachi home central air-conditioning business will expand, sales of such products will be Accounting for more than 30% of the total sales, while the sales volume is able to increase by 220% over the previous year. 'To this end, Hitachi also introduced a different sales policy for home air conditioner products and focused on nurturing key stores.
Shanghai Qin Hitachi Household Appliances Co., Ltd. Mao Qin Fang, Minister of Operations Strategy
Hitachi air conditioner entered the earlier stage with Taobao's e-commerce platform, but Aug. Aug. Aug. Aug. Masuda said at the January 16 meeting that Hitachi air-conditioner will build the Lynx flagship store from 2018. 'Before we were Tmall operating through agents, the latter part of our Hitachi air conditioning will be to achieve the Tmall platform sales, 'Masuda Masahiko also talked about:' We do Tmall, the most important appeal is to try through Tmall platform products And the price system for offline merchants to provide a reference for the sale of the country to establish a set of product price benchmark.
Self-change opened a new phase
Frequency conversion products accounted for the proportion of household central air-conditioning production and sales accounted for, one or two energy efficiency products accounted for Hitachi air conditioning sales system in 2018 have planned to enhance the direction of the product structure to further upgrade also means that the average price increase.And these, Hitachi air conditioning from 2018 onwards, one of the many dimensions of change.
In order to get closer to the Chinese market and to adapt to the changing trends of market purchases, Hitachi Air-conditioning also reformed its business organization in 2018, and established a business strategy department with functions including business planning, product planning, and technical support. Combined with the headquarters in Japan In order to strengthen the brand and corporate image, the company also established a unified advertising department in order to strengthen the brand and corporate image. These measures will help Hitachi Air-conditioning improve its organizational efficiency and release its vitality.
It is worth mentioning that, Hitachi air-conditioning will also be through the WeChat platform for product promotion, and the establishment of experiential showroom to enhance the competitiveness of Hitachi air conditioning terminal.Moreover, the use of big data to the old user directional push, has become Hitachi Air conditioning 2018 part of the market work.
From organizational structure to product structure, from online platform to terminal construction, Hitachi Air Conditioners are implementing a change measure in each dimension related to marketing, and Hitachi Air Conditioners, which is different from the traditional impression, are presented in the field of vision For Hitachi air conditioning, the Chinese market is large enough, but also there is a large area of blank areas, adding outlets and shops, expanding the marketing system and add a blank area, but also more conducive to Hitachi air conditioning products in the Chinese market to enhance the scale.
In an interview with the author, Akita Masuda said that the main gain from Hitachi's air-conditioning business was the successful revival in 2017. However, this means that Hitachi Air Conditioner will face even greater growth pressure as it moves toward the established goal. Therefore, forging letter just said: 'We need to move toward the goal of revitalizing Hitachi each step down.' In fact, when each step has stabilized, the formation of a better future for Hitachi air conditioning is a matter of course.
