When market demand shows sustained release at a certain stage, abundant external opportunities can always make some brands stand out. Guangdong Xinyingyan Refrigeration Equipment Co., Ltd. (hereinafter referred to as Xinyingyan) is in such a superior industrial environment. Enter the industry's mainstream line of sight. I am afraid that few people know that the sales volume of 2017 New Yingyan will be nearly 800,000 sets.

Chairman of Guangdong Xinyingyan Refrigeration Equipment Co., Ltd. Tang Youcheng

The development of the industry, brand competition is a dynamic process. The growth rate that has doubled in recent years has allowed the new Ying Yan Di to set a record high, and the ever-increasing sales scale has also made Xinying Yan face a brand-new competitive situation and new development opportunities. Therefore, Tang Youcheng, chairman of Guangdong New Yingyan Refrigeration Equipment Co., Ltd., told the author that the sales target for New Yingyan in 2018 is 1 million sets. He also said: 'In so many years...customers and users have Trust, this is a responsibility for me, it also allows us to move forward.

Quality is the first lifeline

In fact, in recent years, the industrial environment in which New Yingyan is located is also subject to multiple pressures. The rising cost of raw materials, the tight supply chain resources, and the deconstruction of the mobile Internet in the production, supply, sales, and demand levels of the air-conditioning industry have given new enthusiasm. Yan's survival and development space is increasingly complex and complicated. Moreover, the new Yingyan itself is not a well-known brand at the consumer level. Even so, the sales volume of the new Yingyan air conditioner in the past year still showed a doubling increase.

New Yingyan Air Conditioning and CCTV reached strategic cooperation to promote brand upgrade

Tang Youcheng disclosed that in addition to the industry's customers' support for the new Yingyan, 'our emphasis on products, high quality requirements, protect the interests of cooperative businesses.' March 12, 2018 New Ying Yan TOP Summit and CCTV The strategic signing ceremony was held in Zhuhai. Tang Youcheng clearly stated at the meeting that product quality is the first lifeline for the new Yingyan.

'We will strive to provide users with cost-effective products, so that we can continue to be a member of the branding strategy development of China's air-conditioning industry, and make plans for the future good preparations,' said Tang Youcheng. At the meeting that day, the new The new product “Yuelan” of Yingyan Air Conditioning Co., Ltd. in 2018 met with more than 200 merchants from across the country to attend the summit.

The author also learned that 2018 is also the largest year for New Yingyan to invest in product and technology research and development, in addition to the new series of products mentioned above. Inverter air conditioners, fixed-rate energy efficiency products, etc. Will become the new Yanyan product focus.

In order to make the products more high-quality, Tang Youcheng also revealed that the parts and components of all new air-conditioning products in Yingyan are all in line with the suppliers represented by Gree, Midea, etc. The new Yingyan air-conditioner in Zhongshan, Guangdong Province, sits on a global scale. Within the scope are outstanding industry chain supporting groups, which can make the new Ying Yan in the supplier matching and selection to get rich resources.

It is worth mentioning that the time for the summit meeting coincided with the first anniversary of the start-up of the new Yingyan air-conditioning manufacturing plant. The products produced by the factory over the past year have passed the market inspection, based on the two production lines. New Yingyan will soon increase the production line expansion capacity again. Tang Youcheng smiled and said to the author: 'Our biggest pain in the past was out of stock.'

Brand and channel upgrade

At the summit on March 12th, Tang Youcheng sat down with representatives of CCTV. The two companies signed their names on the strategic partnership. This moment is a brand-new development cycle for the new Yingyan brand. In the words of Tang Youcheng, “2018 is the first year of our new Yingyan brand development and brand upgrade.” The author was also informed that the new Yingyan company has been in contact with well-known domestic marketing planners and advertising companies. Brand image will be presented in front of national businesses and users.

New Yingyan Releases Azure Series to Promote Product Upgrade

If the introduction of Azure series products, the key layout of frequency conversion and energy-efficient products is the external performance of New Yingyan's product upgrade, then the signing of the strategic cooperation agreement with CCTV is a reflection of the upgrade of the new Yingyan brand. In this way, the new Ying Yan air-conditioning channel system in the domestic market, the commercial structure will also be upgraded in 2018.

As we all know, in the past few years, the e-commerce development platform in the Chinese market has presented a geometric growth trend, which has provided a broad retail space for the production and sales of air-conditioning companies. According to Tang Youcheng, the new Yingyan has been represented by Jingdong in 2017. The e-commerce platform was piloted, and in 2018 the new Yingyan will fully enter the e-commerce field. Embracing the Internet is only one aspect of channel upgrading.

The reason why New Yingyan can show a sustained high growth in the past, traditional channels have played a cornerstone role in its support. If you want to achieve 1 million sets of sales target by 2018, and even achieve greater production and sales in the later period. Scale, channel expansion is a necessary measure for the new Yingyan. According to the general manager of marketing of Guangdong Xinyingyan Refrigeration Equipment Co., Ltd., the author revealed that in the next one or two years, under the premise of ensuring the stable development of the existing channel pattern, it will actively develop The mainstream channel operators, which actively penetrate the blank market and establish a standardized channel management mechanism, are another major subject of the upgrade of the new Yingyan air-conditioning channel.

'We want to introduce more large-scale agents, introduce more technical talents, introduce more marketing elites, and drive our enterprises to upgrade in an all-round way.' This statement of Tang Youcheng shows that New Yingyan will leapfrog in 2018 and later. Blueprint for development.

According to reports, New Yingyan continues to promote its own brand image, full coverage of online and offline channels, and continuously expands its product system and lineup. It will also actively explore the coal-to-electricity market, introduce central air-conditioning products, and fight for the shortest possible time. Within the international market to achieve a breakthrough.

The longer-term future is for the capital market

When Tang Youcheng launched the new Yingyan brand in 2012, he certainly did not expect to own the current scale. It was necessary to know that when the new Yingyan had achieved 20,000 sets of sales, it was a year later. Growth, the scale of 1 million units in 2018 compared to the previous growth rate is a manifestation of Tang Youcheng’s initiative to slow down. The new Yingyan, which is accustomed to the annual growth rate of more than 100% year-on-year, is also pursuing an internal system and consolidating its development base. .

'Our previous development was without market planning. Now we must have a system to plan our direction. For many years our partners, customers have trusted me, and customers and users have trusted us. For me this is It's a responsibility. It also makes us have to move forward. 'You Tangcheng also said, 'We need to adjust the current market rhythm and lay a solid foundation for further development.'

New Yingyan has recently launched and implemented an agent platform to establish a one-generation generation, introduced elites in the industry to build new marketing systems, and invested heavily in product technology, etc. The measures are to build a higher and further one that can fly in the future. The new starting point.

Tang Youcheng said that product quality is the first lifeline of the new Yingyan

Tang Youcheng did not hesitate to say: 'New Yingyan is my lifelong career and my old age career. ' From the start of Yangzhou, Jiangsu, to now living in Guangdong; From the early 1990s, I abandoned the status of a state-owned enterprise employee. He became the head of the new Ying Yan; from the initial distribution of black products to the subsequent circulation of air-conditioning products; from the early days in the commercial field to the deep rooting of the manufacturing industry, Tang Youcheng’s personal career. The road can be described as a turning point, brilliant and brilliant, and the new Ying Yan has become the only bearer of his later career development.

'It is a blessing to meet like-minded partners. Many of our senior members have shares, and the internal relations are very harmonious. Whatever we do is something we all want to go to one place.' Tang Youcheng also stated that the new Ying Yan The more distant future lies in the establishment of a capital market.

The explosion of the domestic air-conditioning market in the past two years has enabled brands that have been well-accumulated and precipitated to emerge. The domestic air-conditioning market, which has been in an oligopoly, has more industry stories because of the emerging brands. In fact, it is Because of the emergence of brands with long-term plans and appeals such as Xinyingyan, the Chinese air-conditioning industry has become more dynamic and more diversified. Businesses in the industry and users in the market have more choices.