The air-conditioning industry in 2017 is undoubtedly a big gift to all the air-conditioning manufacturers who are in it. The continuous high temperature of the climate, the skyrocketing prices of raw materials, and the constant force of the third and fourth-tier markets have directly led to the air-conditioning market. Qi Sheng, both shipments and terminal retail volume, have set a new record high.
Changhong Air Conditioning General Manager Hu Zhaogui
Changhong is also a beneficiary of the air-conditioning army. In 2017, Changhong’s total air-conditioner plateau reached a new stage. The overall sales volume exceeded 5 million units. On the basis of a 9% increase in the average price of products, it also contributed to a 60% increase in sales. After the Chinese State Grid Reporter introduced the results of these data, Changhong Hu, general manager of Changhong Air Conditioning, further analyzed the driving factors behind the growth: '(Product) structural improvement is fundamental, in addition to the external market environment last year is also good: First, The favorable factors of real estate, second, the popularity of the 3rd and 4th markets, and 3rd, the upgrading of the urban market, fourth, last June and July continued high temperature weather to allow many air-conditioning companies to basically sell out of stock.
If it is said that the external environment of the air-conditioner market was a kind of 'sunshine' type of goodwill for all enterprises last year, then with the impetus of these factors becoming weaker in 2018, air-conditioning companies will face more stressful challenges. Judging that, in the short term, it is unlikely that the real estate policy will be significantly loosened in the middle of this year. Before that, the market is likely to have a full-scale downward trend. The air-conditioning market, which is closely related to the property market, will be affected.
For the anticipated challenges, Changhong Air Conditioning actively responds to the passive market environment by enhancing the interaction of product forces and purchasing channels.
Hu Zhaogui introduced, first of all, 'products, provide convenient and flexible interaction technology.' At the just-concluded AWE, Changhong Air Conditioning released the CHIQ Q3Ts Smart Eye Cabinet Air Conditioner, which is the result of Changhong Artificial Intelligence Black Science and Technology, and Changhong's implementation of the artificial intelligence wisdom family. The air component of the solution (CHiQ Life). CHIQ Q3Ts Smart Eye Cabinet Air Conditioner is the industry's first all-intelligent product integrating voice, gesture, and image control. It uses a highly-skilled camera to automatically identify the user's gender. , Age, Memorize and retrieve user habits, Automatically push comfortable air operation mode.
'Intelligent air-conditioning is not a marketing requirement but a demand marketing'. Hu Zhaogui believes that smart air-conditioners or smart appliances are not as far away from the market as they used to be. 'Marketing has two levels, one is marketing demand, and marketing demand is market-oriented. Dongchee, the second for demand marketing, intelligence is marketing needs four or five years ago, tap the future needs, see the future there is such an outlet, but now is for demand marketing, a lock is intelligent, a sound is intelligent melted. '
Regarding CHIQ Q3Ts wisdom eyes, his recognition is relatively high. 'We have considerable accumulation and heritage in the products we launched. I have achieved a few points, especially through the interaction of voice and video with the user. A step will soon be realized through face recognition technology.
The second is on the purchase channels. Changhong Air-conditioning has created some new games that are in line with young people's habits. For example, looking for spokespersons on the Internet, enhancing brand image, improving interactive gameplay, and marketing around the characteristics of young people. 'Young people have more time, More mood, more need to realize his purchase inadvertently or realize his choice, to compare and choose before buying.
CHIQ Q3Ts Smart Eye Cabinet Air Conditioner
However, whether it is through AI technology to enhance product power, or through interactive marketing to enhance the stickiness of young people, it seems to be a routine response. Changhong air conditioning is what most air conditioner companies are doing. Changhong air conditioning needs to be more vigorous and resolute The means to promote their rankings in the air-conditioning business competition, or in the positioning of the entire air-conditioning market and the total plate up another step. Because we saw in the past two years, the second-tier air-conditioning competition is very fierce. Changhong air-conditioning itself than some scale Hundreds of thousands of sets and just over one million sets of enterprises have greater advantages, but they have not entered the competition structure of 10 million sets of volume. Changhong air-conditioning needs a greater break.
Hu Zhaogui did not evade the issue of reporters. He admitted that although Changhong Air Conditioning Co., Ltd. has reached a certain scale, the competitive landscape is very cruel. In order to respond quickly and quickly seize opportunities, there must be unique and original things. In terms of innovation and differentiation in product and marketing, one of the things that Changhong is going to do this year is to quickly make a path. According to him, this year it will build a 'Changmei Store' on the 3rd and 4th markets and add old stores. Reloading, from the original 3,000, the fastest time to 20,000, from the suburbs of the prefecture-level cities or new districts, counties, townships, and layers of communication, exclusive stores not only as offline experience, but also as online Drainage and order delivery, logistics distribution network, to achieve a true sense of O2O.
'On the channel, we will multiply in the short term this year, geometric growth', Hu Zhaogui concluded.
Changhong Air Conditioning also saw a huge opportunity, which was the growth of home central air-conditioning in the context of the upgrading of the urban air-conditioning market. Changhong Air-Conditions made major adjustments in product plans, organizational operating mechanisms, etc. at the beginning of the year to prepare for this market.
Of course, to make Changhong air-conditioning bigger and stronger, there is a force behind it that comes from the support of the entire Changhong Group. 'A single Changhong air-conditioning to do is still weak, we rely on the advantages of the entire home appliances, relying on Changhong, Meiling's integration advantages, and the advantages of a large group', Hu Zhaogui believes that the future of home appliances, must be a group strategy.