After doubling the performance for two consecutive years, the integrated kitchen brand has used a sincere and full-fledged marketing conference to continue to increase the rapid development of 2018.
'Building a system, creating a model', the United States and more efforts to create a win-win development model for manufacturers
One of the most obvious features is that at the 2018 marketing annual meeting held at the Zhuozhou Hotel on March 27th, Mado Electronics defined the theme as 'Building a System, Creating Model'. Its purpose was to deliver to over 1,000 franchisees on-site. A determination to support their growth and the common development of the company.
Specifically, Mado hopes that franchisees can establish their own team system, channel system and activity system in their respective regional markets, thus creating a benign profit system to continuously improve their end markets. The competitiveness.
March 27, Mado Electric Marketing Annual Meeting was held in Zhangzhou, Zhejiang
Therefore, in the two-day marketing annual meeting, training from Guangzhou Jianzhong took nearly two-thirds of the time. At the same time, in order to help franchisees grow better, Mido will continue to increase investment. And take various measures to fully cooperate.
It is understood that Mido will first increase its brand promotion efforts by signing various media platforms such as CCTV, High Speed Rail, and Satellite TV to carry out three-dimensional advertisement bombardment of land, sea and air to enhance the brand awareness of Mado in an all-round manner. Wen Zhong directly stated at the annual meeting that in 2018, the cost of Mido's brand operations will reach more than 50 million yuan. Secondly, Mido has established a marketing team of nearly 100 people and will strengthen its franchise business. The third step is to give franchisees greater support in store decoration, advertisement placement, distribution outlet expansion, etc.
Mido Electric Chairman Qian Wenzhong
According to Wang Wei, vice president of marketing for Mado Electronics, the continuous high growth of the integrated cooker industry over the years has attracted an influx of more and more companies including Haier and Midea, and market competition is bound to become more intense as part of the competition. For enterprises, in addition to accelerating the speed of channel distribution, they also need to help franchisees become bigger and stronger, and increase the brand's market share in the local market. 'In the integrated cooker industry where the crowds compete, Mido is still just a young one. Brand, if there is not enough network support, there is no strong market performance in the regional market, it is easy to lose the team in the brutal competition. 'Wang Wei emphasized to the Aiken power grid.
According to the plan, Mido will complete the layout of 1600 stores in the next 2 years, and focus on cultivating 30 star customers of 500 million yuan level and 500 mainstream customers of the million yuan level, making them the future of Mido. The mainstay of development. According to Wang Wei, Mido will focus on building a provincial capital city, two prefecture-level cities, and three county-level cities in order to establish them as a core benchmarking market, and then conduct comprehensive replication. .
Wang Duo, Vice President of Marketing of Midea Electric Appliances
The need for self-hardening in the fight against iron is constantly building up and enhancing the overall competitiveness of the company.
It should be said that the current integrated cooker industry is just like many fast-growing industries. Each market participant is fully enjoying the dividends of industrial development, relying on the rapid growth of the market demand for integrated stoves, a large number of gaps in channel investment, and end users. Indifferent to the brand awareness.
Mei Duo Nature is no exception. Since the end of 2014, when the famous movie star Liu Tao signed the endorsement, and officially launched the brand operation, Mido firmly grasped the wave of development in the integrated kitchen market, in just two years. Within, it has become one of the fastest growing and most growth brands in the integrated cooker industry.
US multi-integrated stove new products
Of course, it is still hard to beat the iron. The reason why it can double its performance for two consecutive years, and more is that Mado itself has excellent strength. In the opinion of an insider, Mado, who has focused on lean manufacturing for 29 years, is a Outstanding strength, not only has a profound accumulation of technical strength, but also lacks strong financial support. Once it is done, it is fully capable of standing out in the field of integrated stoves.
Nowadays, in order to better cope with market competition, Mido has also continuously built and improved its overall development strength. In terms of hard power, in 2016, the new plant purchased by Mido for 50 million yuan has now been fully put into operation and can be realized in The production capacity of 200,000 sets of integrated stoves, and the 3,000m2 Meide kitchen and electric living hall built by the company, are undergoing accelerated renovation. It is expected to be officially opened in July of this year. In addition, the National Laboratories of Mido Planning is also In preparation for the tension.
Mino's new integrated oven continues its unique design
In terms of specific products, Mido introduced new Q series and B series integrated stoves. Following the consistent original design of Mado, these new products also focus on the stability of the combustion system, the degree of soot separation, etc. Upgraded and optimized.
In terms of soft power, creating a win-win development model is naturally the top priority. In addition, Mido also performed a comprehensive revitalization of the brand image system. At this annual meeting, Mido adopted a brand new Blue is the brand identity of the main color, and the brand slogan has changed from 'using high-end and more beautiful' to 'more beautiful life'. In response, Wang Wei said: 'The upgrade of the brand image is mainly based on the consideration of brand rejuvenation. First of all, It is the time for Mido’s branding operation to take a long time. The franchise group is also relatively young. Second, this is the user group we are facing is getting younger and younger. Therefore, we want to build the brand image of Mado more than 85 times. , 90 is more easily accepted, represents the philosophy of brand life with simplicity, quality and intelligence.
'All this year's investment, initiatives and plans are centered on a goal, that is, performance will continue to double. Mado hopes to use three years to achieve the heights of other brand operations can be achieved in 78 years. ' Finally, Wang Wei full of confidence Montreal said to the Aiken power grid.
