The future is the extension of the past, a certain time span of the enterprise, have undergone many rounds of transformation, in order to pupate into a butterfly .For electric water heater industry for 21 years, Weibao Group, its development path also experienced from Pure OEM to independent brand transformation, from a single electric water heater to multi-category family hot water at the core of the extension of two different stages of development.
On January 24, WABO Group held the 2018 Annual Brand Marketing Conference in Foshan City, Guangdong Province, with the theme of "Butterfly Transformation and Opening up." At the meeting, along with the Aocisha brand officially merged into the Woburn Group's brand operation management Center, Weibao Group's three major independent brands Weibao, 3G and Ao Oisha formally completed the strategic integration in order to achieve a unified planning and management of the three brands, a new chapter in the development of synergy.Weibo Group Chairman Yong Yong said Wei Bo to strive in the next 5 years to achieve 3 billion yuan sales scale.
On January 24, 2018 Brand Marketing Annual Meeting of Weibo Group with the theme of "butterfly transformation and opening up" was held in Sheraton Foshan Shunde Hotel on January 24
Guangdong Weibo Group chairman Europe Yong source
Guangdong Weibo Group Vice Chairman Ou Jie Ying speech
At the same time, after three decades of precipitation and accumulation, the three independent Weibo brands began to expand from a single electric water heater to a multi-category gas water heater, water purifier, boiler, air purifier, etc. Since then, Bo's own brand officially entered the second half.
From OEM to self-owned brand transformation, Weibo three independent brands gradually complete the integration
In 2007, Europe Yongyuan, Chairman of Weibo Group, found Zhang Yu-min, the general manager of Wanhe Electric Marketing Co., Ltd., jointly set up the Weibo Electric Sales Co., Ltd., which opened the curtain for the transformation of Weibo Group from OEM to independent brands .
Relying on Weibo Group's focus on manufacturing scale and product advantages and focus on the clear positioning of 34 markets, Weibo, 3G and Ao Lisha have experienced a steady development from scratch, from small to large , But the three major brands own fragmentation, to a certain extent, there are indeed the problem of internal friction and conflict.
In recent years, the overall development trend of the electric water heater industry is hard to be optimistic. On the one hand, after the wave of hurricane surge around 2012, the contradiction between production and sales has started to appear. Many enterprises have to use price means to digest their production capacity and start the industry reshuffle On the other hand, thanks to the gradual improvement of natural gas pipeline laying and the advancement of urbanization, the rapid development of gas water heaters has further squeezed the market for electric water heaters. In 2017, the electric water heater industry was at zero or even negative growth situation.
Faced with such a severe situation, Ouyongyuan put forward the development strategy of 'group branding and brand collectivization' and focused its efforts on strengthening and strengthening its own brand. In 2017, Weibo Group set up its brand operation and management center, Weibo and 3G brand strategic integration, and Ma On Shan in Anhui production base completed and put into operation, the formation of a south-north industrial layout, sounded the contrarian strategic offensive horn.
In the past year, through a series of active and effective marketing initiatives such as the construction of 'Thousands of Engineering' experience stores, optimization of product structure, breakthrough of single products and promotion of 'warm power' brand building, Vibo and 3G The two major brands have achieved 33% and 35% growth, the growth rate is the leader in the entire electric water heater industry.
From a single electric water heater to multi-category extension, Weibo own brand into the second half
Nowadays, with the smooth integration of the above two independent brands and the maturity of the production base of Ma'anshan in Anhui Province, the completion of the brand marketing team has been gradually completed, which undoubtedly will lay a good foundation for the coordinated development of the three major brands in 2018.
However, to achieve the coordinated development of the three brands is obviously more difficult, especially in the current development of the entire electric water heater market is facing a dilemma in the background, if only rely on the development of a single category of electric water heater is obviously difficult to support Vibo own brand further Therefore, the electric water heater as the foundation for the cause, and the expansion of related multi-category has become another brand new challenge after the development of its own brand into the second half.
In response, Zhang Yu-Min, general manager of Weibo Group's brand operation and management center, said that in the process of multi-brand and multi-category development, Weibo effectively separates the brands mainly through product category and product function.
Weibao Group Brand Operation Management Center Zhang Yu-Min, general manager
Weibo Group Marketing School officially unveiled
Specifically, among the three independent brands, Weibo mainly focuses on water appliances, mainly covering products such as electric water heaters, gas water heaters, gas wall-hung boilers and water purifiers, etc., and building the brand positioning of Chinese hot water experts; 3G will favor smart Home direction, in addition to electric water heaters, the introduction of air purifiers, smart sockets, sweeping robot, etc. Ao Di Sha is around the health home to make an issue, the product range will cover electric water heaters, dishwashers, stoves, water softeners , Cleansing instrument and so on.
Weibo own brand new product display
In addition, Zhang Yu-min also said Weibo will continue to strengthen the marketing team building, increase terminal promotion workers and a series of work to jointly promote the rapid development of the three major brands in order to promote the warm Weibo advocate a life style full of love To more and more consumers.