When the Japanese architectural designer Aoyama Zhouping showed his simple, delicate and delicate design work, the audience seemed to be in a fun environment. There was no gorgeous vocabulary, no luxury display, and a few curves. A complete indoor unit is outlined. A fresh, young and dynamic, a simple, fresh and full-feeling feel is revealed from Midea's air-conditioning MWOW series.
On March 15, 2018, Midea MWOW air conditioning conference was held in Beijing Jingdong headquarters. Liu Tao, deputy general manager of Midea Air Conditioning Division of the Midea Group, and Zhao Xin, general manager of Jingdong air conditioning attended the conference, and reached 500,000 sets of MWOW air conditioning strategy. Consensus. The launch of the MWOW series products and the sales target of 500,000 units with JD.com also reflect the changes in brand image, product development, market orientation and so on in recent years.
User-oriented rejuvenation brand trends
From the time I met you in the no-winds time, I became a network hot word to the national tour activities in full swing. From the titled Guangzhou Marathon, the Chongqing Marathon to the National King Hegemony Competition, from the collection of original music to the most recent time. Red March's activity swept through the domestic terminal. From the non-wind-influenced air conditioners, the industry has been competing to imitate the launch of the MWOW series of new products. The changes in Air Conditioning's recent years are so real.
This conference was won not only by attending and serving as the famous architectural designer of the air-conditioning's chief temperature experience officer', Qingshan Zhouping and designers of Guangzhou, Shanghai, Hangzhou, Beijing, and Chongqing's Wucheng.com, but also the MWOW series. The international designers of the products, all their speeches and ideas embody the simple, natural and pure demands of life. These are the attitudes of the younger generation of users represented by the post-90s.
In fact, the user groups in the entire domestic market are undergoing a collective switch, especially as the consumer bodies of the market have gradually grown up after the 1990s. The upgrading of the brand image and the change of the product development model have become an inevitable trend in the air-conditioning industry. In front of the younger generation of user groups, brand loyalty is divided, and purchasing power is concentrated after 90, which also forces companies to study the cultural phenomenon brought about by the 90s.
Emphasis on individuality, pursuing a simple collective behavior pattern that is not simple to become a younger generation of users, and the beauty of air conditioning in recent years in the creation of brand image, product style is to adapt to the aesthetic taste of young user groups And personality assertion.
Liu Tao, deputy general manager of Midea Home Air Conditioning Division, said at the press conference: 'Now users are increasingly demanding products with superior quality, beautiful appearance, energy saving and environmental protection, and we have an insight into consumer demand and inject them into the MWOW series. A simple concept of life. 'All the elements he talked about are precisely the trend of the air conditioning in the brand building.
Product Development Trends in Explosive Mode
What is the concept of 500,000 sets? Many SME developments have not yet reached such a scale in one year, and Midea will achieve this sales target in 2018 on the Jingdong platform. The establishment of this goal also demonstrates the beauty of air conditioning Product creation thinking, that is, focusing on resources, explosive mode to open a new market growth in the era of the Internet of things, new channels.
From the launch of the MWOW series, we can see the level of meticulously crafted by Midea Air Conditioning. This series of products combines the aesthetic appeal of Chinese young people, and through the repeated scrutiny of art and technology, 116 times of careful adjustments, all the details are hidden. Lines, plus 52 hand-polished, creating a beautiful and soft matte texture of the beauty of MWOW air conditioning.
Moreover, according to Liu Tao, Midea’s MWOW series air conditioners also feature a key extraction filter, an integrated body, a 2.7 kWh power (1P product), a key to open the 'patio airflow' that prevents blowing, and other original features, technologies , And integrate intelligent technology, bring harmony, natural, simple scene experience to the user.
The launch of Midea’s MWOW series is also a product of Midea’s CDOC product development model that has been deeply implemented internally in recent years. Fang Hongbo, chairman and president of Midea Group, once said: “We must build our customers around the center. Value chain, really want to do a good user experience. 'User-oriented CDOC model from the user's needs pain points to guide the US's product and technology innovation.
More than just the MWOW series, last year's first half of the year without windy series of hooks went online and offline, the second half of the launch of non-winding cabinets also set off a wave of sales in the domestic market. Midea's air conditioners feature functional innovations in the Windless Series A new category of air-conditioning was created on the product, which has led many competitors to imitate it. The market effect brought by the explosive product model has improved the competitive position. This is also the technology that has been established in the United States for many years. Research and development, user demand research, and product development continue to invest in the foundation.
E-commerce development under Internet thinking
Liu Tao mentioned that on March 15th, as one of the leading brands of domestic air conditioners, Midea air-conditioners faced the challenges of the first year of 2018 new retail, from brand positioning, product layout, to user experience. With full preparation, the strategic cooperation with JD.com aims to integrate the advantages of the platform and the brand, and provide more consumers with better experience and services.
In 2016 and 2017, the domestic air-conditioning market showed an explosive growth for two years. In particular, the e-commerce platform has become a mainstream commercial form of the air-conditioning industry with a geometric growth rate. Midea's air-conditioning sales in the e-commerce sector are The past year also witnessed rapid development. In 2017, the overall sales exceeded 13 billion yuan. Among them, the proportion of Jingdong that reached a strategic cooperation with Midea was very high.
After entering the year 2018, Midea’s goal in the e-commerce network has increased. Under the existing brand competition and business evolution environment, almost all brands regard e-commerce as the core terminal for domestic market expansion. The author understands that this year's US air-conditioner network has a sales target of more than 20 billion yuan. To achieve this goal in the e-commerce space, explosives with differentiated competitive advantages have become the basis for support, and therefore, the MWOW series has been air-conditioned since then. The online development will play a very important role.
Of course, in terms of JD.com, it is also possible to reach a strategic consensus of 500,000 sets of MWOW air conditioners on MWOW series products. It also has positive significance. Zhao Xin, general manager of Jingdong air conditioning, said that from traditional e-commerce to the new retail era, China The market and even the global market are facing fierce competition and competition. This time, the strategic cooperation with Air-conditioner of the United States has not only further enhanced the hard power of the Jingdong brand, but also relied on the awareness of innovation in air-conditioning in the retailing field of e-commerce. It is of great significance to explore the potential and new model of e-commerce in the future. This is of great significance for the future rise of the new retail era.
