In 2017, driven by the growth of consumer demand caused by economic growth, the stimulus effect of industrial upgrading and the driving factor of the soaring demand for real estate, the air-conditioning industry broke out this year, outperforming the growth of the overall home appliance market and the air-conditioning market According to the experts' forecast, after experiencing 2017 growth, the air-conditioner industry will slow down in 2018 due to factory shipments, channel inventories, short-term weather and real estate, and the retail sales volume will decline , The industry is under tremendous pressure.
Aowei cloud network data show that in January, the overall increase of 83.9% e-commerce channel industry, commanding an increase of 271.6%, far more than 3 times the industry, becoming the industry's largest brand in the industry is still in inventory, preparation for the New Year, The young brand commander air-conditioner has taken the lead in beating the drums that kicked off in 2018 and achieved a crucial victory for the 2018 market war with an overall increase of 60% in January.
To meet the individual needs of young users to deepen the positioning of the younger market
With the gradual growth of the '90s' as the mainstay of consumption, brand rejuvenation soon came in. Brands have labeled 'younger' labels to cater to changes in consumer subjects, however, most of the brand rejuvenation is just a simple image of packaging. Users can be subdivided on the demand side, understand user needs through community interaction, and accelerate innovation through technological innovation on the supply side to meet the ever-changing personality needs of younger communities.
Such as Marshal landing on the Jingdong platform XAA mute air conditioners on February 1, it is to seize the needs of young users developed in today's fast-paced living environment, young people want to go home to enjoy quiet and comfortable sleep, But often affected by the noise of air conditioners can not sleep.Commander air conditioning in response to this problem, the introduction of less than 17 db mute air-conditioning completely solve the user's pain point.In addition, the temperature comfort, commander HOME one key comfort technology, users only need By pressing the HOME button, air conditioning will automatically adjust the appropriate temperature and humidity, and in order to meet the user's demand for speed, commander air conditioning also innovation 'strong cold hot' feature, allowing users to enjoy comfortable temperature.
In addition, in response to the needs of young users in the era of Internet of Things intelligent, commander air conditioning equipped with Haier APP terminal, air conditioning can also take the initiative to monitor the air quality, intelligent adjustment of sleep curve, automatic fault repair, etc. Imagine the user off duty Before you can detect the condition of the home air conditioning in advance; back home, just press a button you can enjoy a comfortable home environment can be said that commander air conditioning truly understand the user's heart, bringing them more lifestyle Beautiful look forward to gradually stabilize the heels in the young market.
Into the young community to establish brand young image
Young users are synonymous with a new era, they need new attractive products, very valued brand characteristics fit their characteristics.Commander by allowing users to participate in research and development, interact in the community to understand their needs, and through technical solutions to users Demand. As a commander air conditioning 'HOME a key comfort technology' comes from the design of 23 provinces, 30,000 people radiation community research activities, through a large number of data acquisition and analysis, commander in chief to come to the most suitable body temperature in China comfortable.
In the scene of the experience, the commander has also done a number of attempts.For example, in order to allow users to more direct experience of the air conditioning products 'strong cold hot' function, through the air-conditioning balloon experiment, cold beer, And other ways to visually show the user the ability of rapid heat air-conditioning, and continuously deepen the user's understanding of the product.
In order to deepen the community, Marshal Air Conditioning has also set up a special post-90 interactive community to carry out various forms of interactive activities.Commander years of light fashion transformation, commander air conditioning through cross-border campus, charity, concerts, starring in youth inspirational drama Way interaction with the young community, continuous innovation and improve the product for the user to create a complete fashion life.As the commander in chief of the latest fashion outreach, 'Little Vivian' Chao Ran showcase their day home life, she said his Life is like being in nature, and commander air conditioners have brought her the feeling of being comfortable with a sea breeze, which will allow more young people to begin to pay attention to the fashion style created by the commander in chief.
Experts believe that in fact the air-conditioner market slowdown in 2018, the business is not a bad thing. Any development of the industry will certainly encounter different external environment, but the important thing is to look for ideas from the inside to find models. Oriented, firm product quality and user needs, achieved high performance growth, and promote the continuous upgrading of the industry.