'Wild bloom' is not only a reflection of the market performance achieved by the integration of Martians in the past year, but also a portrayal of the development trend presented by Martian people. This is also the theme of the meeting for the Martian dealers' annual conference in 2018, more representative The business of the New Year to continue to conquer the city slightly to enhance the scale of a determination.
Martian 2018 'wild bloom' dealer annual meeting site
Just over 2017, Martian integrated kitchen continued its interpretation of its own rocket growth: doubled from the previous year in 2016 and a revenue of 828 million in 2017, an increase of 103% from the same period of last year. Double the year, but also the fastest growing business in nearly seven years.
Behind the growth rate is the budding process. Seven years ago, the Martians worked quietly and continuously from an unknown company in an unknown industry to subdivide the industry. Seven years later, It has become the leading brand in the integrated cooking industry. Its product range X7, which combines both value and technology, pioneered the integration of steam box models in the industry and made it the representative of the third generation integrated cooking stove. A distinctive banner for consumers.
In a similar vein, today's integrated kitchen industry is like a vigorous blast that has created a strong attraction for the people and things in the field. Now it has become the focus of everyone in the industry who are studying sub-sectors Judging from the insiders, in 2018, in front of the huge opportunities, the industry will also attract more new brands to participate in, including some large-scale home appliances or cross-industry enterprises.
Huang Weibin, general manager of Martian integrated kitchen
And when the competitors, the increase of incoming, the integration of the Mars how to do? Huang Weibin, general manager of the Martian gave his own crack: fear of competition, to seek better and faster development; with the franchisee together , Together to make the cause of integrated cooking bigger, to create the absolute leading integrated kitchen industry terminal system and industry benchmarking, and ultimately the greater the starting point of the enterprise to play a greater extent.
Meet the opportunities under the outlet, no danger in peacetime challenges
In the past year, under the overall trend that the domestic economy was in a downward spiral and stabilized slowly, it is clear that the momentum of the integrated stove industry is still fast and strong in comparison with the statistics of Aiken's home grid. In 2017, the integrated stove The output of the industry is close to one million sets, the sales scale surpasses 4 billion, up by 40% over the same period of the previous year.Compared with large stoves and even the kitchen appliance market, the integrated cooking volume determines that there is enough space for development and improvement.
Therefore, Hu Mingyi, Vice President of Marketing and Marketing of Martian, made a series of key words such as "explosive growth", "outlet" and "opportunity" to summarize the current integrated stove industry.In fact, Practicing the principle of opening more shops, opening large stores and opening stores, 311 new cities will be established in 2017, further expanding the influence of the Martians throughout the country.
Martian Integrated Marketing Marketing Manager Hu Mingyi
At the channel level, with the very strong liquidity of consumers and the trend toward informationization, the Martians, through the active cooperation of franchisees, have taken advantage of the high density of 1,000 supermarkets nationwide to promote the "love toss 'Spirit, to bring the most significant sales increase.
According to a set of data provided by the Martian Sales Department, in mid-2017, Mars organized a total of 12 large-scale national promotional activities, with 2275 regional activities, 8 regular courses and 4 national trainings. The regional large District training 73 games, regional manager training 4 games, micro-classroom training 5 games; live broadcast 116 games, build national online and offline three-dimensional training.
However, the growth of the Martians, though their own wildness, is not arrogant. On the contrary, during the meeting, Hu Mingyi talked about the crisis, saying that he would live in peace with respect to the industry competitors in awe.
'2018, the outlet and the opportunity In front of us to layout as soon as possible, the purpose is? Is not a waste of time, take full advantage of time and human resources.' In its view, as more and more brands enter the competition The only way to strengthen and avoid a crisis is to have a sense of crisis. This is also the strategic vision that a good company should have in the window of rapid growth and brutal growth.
As early as the layout of a large investment, started a speeding campaign
So under this kind of crisis awareness, how to integrate the stoves by Martians is how to speed up the market development in 2018, take the lead in the market, at the same time consolidate the leading position of the leading enterprises and create a deeper brand imprint in the consumers' minds .
Martian 2018 brand strategy signing ceremony, started deeper and broader brand campaign
To this end, Martians did not hesitate to increase investment.It is understood that in 2017, Martians introduced the Lean manufacturing management model, Six Sigma international quality management system, according to the strategic plan for production staff counseling and training on production efficiency and product quality Two-pronged approach, and achieved initial results, so that the concept of lean manufacturing enjoys popular support; supporting the layout of production, Martian Kitchen Intelligent Integrated Industrial Park Phase II production project with a total investment of 695 million yuan, covers an area of 191.7 acres, is committed to building a full range of intelligent Integration of Intertidal Industrial Park. Huang Weibin said that the project will be completed with an annual output of 150,000 integrated stove production capacity, so that enterprises can be more down-to-earth industrial manufacturing 2025 and 4.0 era of industry.
In addition, Martian companies keep up with the current trend of the unique, open market temperament brand operation, but also let the appearance of products, functional research and development more attention in the introduction of new products Q5Z, Martians already have X2Z, X3Z and X7Z four steam box integrated stove, to achieve from the end to the high-end product line coverage.
Right now, the Martians rely on the research program of industry, university and research to improve the transformation of scientific and technological achievements, the introduction of high-end equipment, and the gradual integration of intelligent automation of information technology. Based on the original "craftsmanship" outstanding enterprise, which lasted five months, In August, Zhejiang gained the certification of "Made in Zhejiang." Being the first brand in Zhejiang Province proposed by Zhejiang Province, 'Made in Zhejiang' aims to create a benchmark for the economy of Zhejiang and 'Made in China' The acquisition of this honor is undoubtedly a strong endorsement of Martian products.
It is noteworthy that in the brand building, Martians in 2017 is also a good manifestation of the momentum of wild bloom, especially in the level of sales of electricity more intuitive expression: As of 12 December 12:43 00 seconds, Mars People Lynx breakthrough 200 million throughout the year; As of December 12 9:46:35, the Mars Jedun 9 months total exceeded 8 million not only won the 6.18 dual platform sales champion, but also in the 11th big promotion Became the first one-day break 100 million integrated stove brand.
In addition to exposing at CCTV, high-speed rail and airports, the Martian Zhang Gong, who continued to lay the branding matrix, kicked off his career in two hit series, "The People's Name," and "Alliance of Army Tigers and Dragons." High-density placement ads, the latter has even made 200 million views.
Create IP, "Army division of the tiger Xiao Longyin" appeared in the Martian brand patch ads
It is understood that in 2018, Martians will also spend money on CCTV advertising, and with CCTV-1 comprehensive channel, CCTV2-finance channel, CCTV4-Chinese international channel, CCTV-10 science and education channel, CCTV-13 news channel, new media, Such as the mainstream media agency signed a strategic cooperation, continue to maintain the head drama, reputation positions high visibility, and further enhance the young group-based 'chasing drama' smart phone users in the brand awareness.
In this way, the speed of integration of Martians has become more comprehensive and rapid. At the same time, in the building of the core brand competitiveness, a leading intergenerational competition pattern has gradually emerged. Martians are also moving toward the high end of the domestic consumers' longing Kitchen appliances brand vision into a big step forward.
