As the younger brand in the context of the Haier Group's Internet strategy, the commander is the creator of light fashion appliances. Although in the past few years, several home appliance categories have had a deep cooperation with Suning, the commander did not enter Suning until 2018 on air-conditioning products. Sales platform. On March 23, the commander of air-conditioning and Suning's 2018 strategic cooperation conference was grandly opened in Nanjing. The conference was based on the theme of 'Equipment for e-commerce with speed', based on the layout of 'young people thinking'. The air-conditioner and Suning Esco have reached a new strategic cooperation structure. At the same time, they have introduced a variety of flagship products to provide young users with a stylish and convenient life experience with a simple appearance and convenient technology.
Through this strategic cooperation, Commander Air-Conditioner demonstrated the industry’s latest R&D technology for 10° 10° cooling and heating technology. It will try to land the industry’s first true 0-yuan service, further satisfying users’ quality of life. Pursuit. Moreover, the two sides just started cooperation and set a three-year plan for online sales of 10 billion yuan.
The commander in a geometric growth channel
If it weren’t for General Manager Luo Jie, China’s general manager, on March 23 that he spoke plainly about the development of the commander in the domestic market in the past few years, few people knew that the commander who had experienced a rebranding had actually been able to achieve exceptionally gorgeous sales. .
In 2017, the total sales volume of the entire home appliance product increased by as much as 42% year-on-year, which is more than ten times the average growth rate of the home appliance market in the country. The annual production and sales quota exceeded 7.5 billion yuan. Synchronizing with the change in business form, The sales performance of the commander on the e-commerce platform was dazzling, and the increase last year doubled.
Air-conditioning is one of the key points in the sales category of the commander. In 2017, one-third of the sales of more than 7.5 billion yuan was concentrated on air-conditioning products. Moreover, the air-manufacturer of the commander achieved an increase of 114% in sales last year. The year-on-year growth of online sales is 5 times that of the industry. From 2016 to 2017, the commander has maintained a doubling growth year-on-year for 14 consecutive months.
This growth has also been further extended in 2018. According to Roger, from January to February, the total sales of the total appliance sales of the commander increased by 43% year-on-year. In March, the sales data is expected to increase by 40% to 50% year-on-year. The recent increase in air-conditioning products online is as high as over 200%. It is not difficult to achieve wide-ranging growth at a certain stage. It is difficult to maintain sustained and substantial growth over a long period of time.
Roger also said that the current team of the commander must take the challenge objectives set by the group as the bottom-line task for the sales scale of the 2018 market. It is even more emboldened under the utmost ambitions. Another data can be used to testify the sales momentum of air conditioning in the current Suning system. According to statistics from Suning Platform, the commander air conditioner has been officially launched on Suning since March 12, triggering an upsurge of users rushing to buy. The sales volume exceeded 1,000 units in the first hour of the current day. Under this momentum, the air-conditioner and Suning Shuangfa has reached a three-year strategic goal of online sales of 10 billion yuan.
Product matrix represented by 10 seconds and 10 degrees
High quality, high value, high cost performance is the 'three high' strategy of commander air conditioning in product creation. These simple and easy-to-understand vocabularies outline the product direction of the commander's clear air conditioning. Therefore, last year the commander introduced 'a key comfort' Technology ', this time into the Suning Tesco system, commander of air conditioning is also prepared on the product.
The commander responded to the user's demands first, and innovated the R&D technology. The new Dreaming series was first launched in Suning. Through the application of innovative frequency-hopping technology, the air outlet temperature can change at the highest rate after the air conditioner starts normal air output. 10 seconds and 10 degrees, this technology has created the industry's fastest temperature, fully meet the user's needs, as in previous products, the introduction of the product also promoted the commander to follow the user from the user to follow the upgrade.
In addition, the commander of air conditioning launched a variety of flagship products in Suning, and the demand for intelligent users of young people also brings more disruptive technologies. For example, the 17 dB mute technology of the commander HAA air conditioner, for the user Solve the noise troubles and create a comfortable sleep environment. HOME One-touch comfort technology allows you to automate the intelligent adjustment of cooling and heating modes with one-click activation. It also automatically remembers the optimum comfort temperature and humidity, greatly reducing Frequent changes in the temperature setting burden. In addition, a series of innovative technologies such as self-cleaning, full DC-level energy efficiency, etc., also bring more expectation for fashion life to users.
The author also learned from the meeting that the commander of the air-conditioner had to carry out 'death' in two major aspects of product competitiveness, one was the cooling and heating of the air-conditioning product itself, and 10 seconds and 10 degrees of function were typical representatives; another It is the deep integration of the Internet of Things elements. Last year's "One-Key Comfort Technology" enabled the multi-key operation to move to one-click cooling and heating, and later to upgrade to the 'Keyless Comfort' artificial intelligence direction.
0 yuan service sets a new benchmark for the industry
I still remember that the service policy of the air-conditioner for one year for a free replacement machine set off a wave of innovative service models in the industry. On March 23, the commander of air conditioning and Suning released a complete set of service programs such as replacement, free installation, cleaning and maintenance. Once again, setting a new benchmark for service in the air-conditioning industry.
As we all know, the current standard of 0 yuan for the installation of the industry only includes external machine brackets, copper extensions, air switches, overhead operations, and drilling fees, removal of security windows, cleaning and maintenance, transfer fees, etc., need to be based on actual conditions. Separate settlement. Free installation is really the door to the installation of the home, users often have to pay for drilling, cleaning, transfer and other work orders, which makes free installation one has been difficult to really fall.
Based on an in-depth exploration of the users' pain points, the air-conditioner will focus on certain key links such as HAA, HBA, ECC, etc. From delivery, installation, punching, cleaning and maintenance, and removal and relocation, we try to achieve the industry’s first true zero yuan. Services. Whether it's a long journey, difficult transportation, adding installation parts or special construction, all those sectors that were previously inaccessible will be included in the air-conditioning free service of the commander. No additional costs will be incurred for installation of specific conditions. In addition, the commander of the air-conditioning also added a free replacement machine within one year, six years of repairs, 10 year warranty service, so that users really enjoy the worry-free after-sales service.
Relying on Suning’s professional online shopping platform, the commander will seamlessly integrate the production of home appliances and marketing channels, and bring more quality products and service experience to users. In addition to the real 0 yuan delivery, installation and other services , The commander will also continue to launch more high-quality products in Suning, to cater to the needs of different consumers, to create the best shopping experience for users.
