On March 28th, Galanz released a new strategy for 2018 at the annual conference entitled “New Life, New Age”: positioning the brand in the “National Household Appliances”, the new life of the sword refers to quality. It is worth mentioning that the annual meeting Every year, this is Galanz's 26th game.
Sword refers to a new life
At the annual meeting, Galanz’s President Ji Zhaoxian stated that it is necessary to educate the global market and make quality 'national appliances’ to provide consumers with household electrical appliances that meet the needs of a better life. This is the first time Glanz has set up its products for the first time in 40 years. Objectives, Emphasizing new life in a new era of service. The Party’s report on the Nineteenth Congress put forward that China has reached a new era. The main contradiction in this era is the contradiction between the people’s ever-growing needs for a better life and imbalanced and inadequate development; Has always provided a variety of quality appliances, Galanz efforts to serve the majority of people have a mission and irresponsible responsibility, Liang Zhaoxian said.
The company has made great contributions in popularizing microwave ovens. Galanz, which has become the representative brand of microwave ovens, has now become a new direction under the influence of a new life. Wu Yi, Deputy Director of Sales of Galanz Life Appliance Marketing, painted a picture of Galanz in 2018. Blueprints, such as Galanz's lack of open flames, healthy smoke, a stylish new kitchen, and the creation of Galanz's food ecosystem, etc. In his view, through the gastronomy economy, the kitchen economy can drive brand upgrading and innovative marketing while Galanz brands and products can With this, he got more premium. Based on this, he proposed that the main products of this new kitchen are Steamer, Oven, Dishwasher. Obviously, this is more clearly defined than the 2017 strategic layout of 'Boutique, Brand, Efficiency'. More feelings. However, the previous repositioning and combing is not without benefit. Although Galanz did not harvest the 'second spring of microwave oven' in 2017, it has a deeper feeling for the brand to need quality marketing, doing a good job such as upgrading products. Strength, effective management and control of prices, etc.
According to Ren Xuean, director of CCTV's advertising management center, Galanz has been working hard for the past few years. In 2018, it was an important time for development.
Disruptive change
In 2018, Galanz made a number of major adjustments to the theme of clear rhythm, including business concepts, organizational functions, product management, price control, etc. The brightest point was the emphasis on marketing. For example, Wang Xinbiao, assistant director of sales of Galanz’s electrical appliances marketing department, talked about it. , Kitchen Power will rely on brand strength, enhance product quality performance, to build China's quality kitchen appliances in the direction of the terminal department of the marketing department will shift from the terminal to the front section, in the promotion, promotion, marketing and other aspects of the scene to help. Hanjin Rong, Galanz Another assistant to the Sales Director of the Life Electrical Marketing Division also emphasized that consumer groups, consumer attitudes, and consumption habits are all changing. The brand's appeals and claims should also be changed. Consumers' popularity from the past and followers' consumption have begun. To rationality, self-awareness and change, the former appeal in the product, price, function, now turning to the aesthetic, experience, emotional attribution, these are the direction and focus Galanz is working hard.
Industry analysis, in fact, Galanz's greatest disruption boils down to the fact that starting from the original manufacturer, the rigid selling dimension has been adjusted to proceed from the consumer, and the purchase dimension has been influenced in many ways. This has made Galanz’s goals clearer. If Galanz, the microwave oven king in the first 40 years, has been trying hard to find a product outside the microwave oven, then it is also a blessing to find a clear position in the undisputable year. If you don't lay down, Galanz turns to one of its best skills. , Which is also the best way for you - kitchen appliances.
The kitchen appliance market has been the darling of the home appliance industry in recent years. From 2012 to 2017, the average retail sales in China's kitchen electricity market increased by 13.5% annually and exceeded 100 billion in 2017, especially emerging consumer electronics like dishwashers. In 2017, the retail sales amounted to 4 billion yuan, an increase of 140.8% year-on-year. According to the data from China Kitchen Power Grid, as of December 31, 2017, the penetration rate of China's 100 households' kitchen electrical products was currently only 44.5%.
One side is the ability to export microwave ovens, ovens, dishwashers and other kitchen appliances for many years. On the other hand, there is a huge market space and opportunities. Galanz felt the call of the times and focused on providing quality home appliances for the people. The consequences of this change are subversive. After abandoning the price war and puerile, Galanz will have greater profit margins and resources to upgrade its brand, innovate products, and bring better results to consumers. product.
In addition to microwave ovens, ovens, dishwashers, and micro-steaming all-in-one machines, Galanz also displayed a magic net, an original rice cooker, and a bath tub as the best interpretation of kitchen appliances. Worry-free water heaters and other new products.
Great ideal of pathway
It is worth mentioning that there is Galanz's road vision in 2018. According to the plan of Xue Jinshan, the Director of KA Marketing Department of Life, for KA18 system sales in 2018, Suning, Gome and Wuxing can sprint 1.5 billion in all channels. Yuan. This figure is a dramatic increase over last year.
In terms of e-commerce, according to the judgment of Xue Youwei, director of Jingdong Electronics, who has just taken charge of Jingdong Electric Appliances, he can work with Galanz and can contribute 20% or more of sales. Galanz can emphasize quality based on the national appliance is the most powerful competition point. 2017 In the first half of the year, the sales growth of Jingdong Kitchen Power was as high as 73%, and in particular, the embedded kitchen power increased by 130%.
Positioning the national appliances, grasping the consumption upgrade, the prospect of Galanz 2018 can be expected.