Now, in the whole household appliance market, the most concerned product is the air conditioner. Especially after two years of big bull market, the trend of the air conditioner market in 2018 is even more sensational. However, the accumulated stocks at present are extremely high, and the news about the terminal demand is very high. Now There are indeed some pressures and crises in the development of the industry. However, the decision is whether to face the opportunity or the risk. The key is to look at the company's own choices and actions. For example, Oaks, to lay out channels in advance, actively respond to market changes, and constantly create new opportunities.
Take the initiative to take the initiative
In fact, objectively speaking, air-conditioning itself belongs to an off-season hitting and stocking, and the products are mainly sold during the peak season. Before the peak season, inventory is in an ever-increasing process. By the end of February, the total inventory of the air-conditioning industry monitored by the industry was 3887. Million units, according to the monthly consumption of the peak season, it takes about 5 months to digest, and in March and April, the general judgment is that the inventory will continue to rise and the sales pressure will be obvious. Therefore, this will give the market in peak season. The competition has buried some hidden dangers and crisis, so the terminal retail performance will be the most critical point.
Oaks early in the second half of last year carried out a series of actions such as channel layout, product layout, and marketing layout in advance, which also achieved good results. According to the data of industry online monitoring, the domestic sales of Oaks in January and February 2018 increased year-on-year. 39.5%, the growth rate is still ranked first in the industry.
In the 18th Oaks' layout in advance, the first important step to take the initiative was the deep cooperation with JD.com, becoming the first home appliance GSKA merchant contracted with JD.com, setting a goal of annual revenue of over 15 billion yuan. At the same time, he took down the e-commerce business. The commanding height of the channel - 4.12 Jingdong Super Brand Day,
Jingdong's GSKA qualification is the scarce resource on the largest self-operated e-commerce 'Pyramid Pointer' in the country. It has a limited number of annual access standards and is extremely stringent. This Oaks became the first home appliance GSKA merchant contracted with JD.com and can rely on the huge line of JD.com. The upstream traffic and promotional resources will occupy air-conditioner consumption demand in advance. In addition, it can rely on the Jingdong market channel to sink to the 3-6 line market, speed up the distribution of township-level channels, and increase the penetration efficiency of the end market promotion.
Confidence or re-creation Jingdong Super Brand Day sales miracle
On August 3, 2017, the Jingdong Superbrand opened at zero day. In just 28 minutes, the sales volume of Oaks air-conditioners had broken 100 million. The total sales of the day was even 3.1 times that of the double 11 in 2016. Such impressive sales performance was broken. A new record of the sales volume of Oakes air conditioning online sales, creating a myth of sales in the air conditioning industry.
In this brilliant historical achievement, Oaks Air Conditioning in 2018 is full of confidence. This year, Oaks Jingdong Super Brand Day, the Jingdong platform will use the small Austrian as the IP image to open the new era of the Oaks brand. This way pays more attention to emotional contact with users. IP marketing has precipitated its loyal users, helping to cultivate user's mentality, boosting loyalty of fans, and improving the public's goodwill towards brands. It has become an innovator in the air-conditioning industry and a model for the industry.
The products promoted by this event include such products as Xiangyue, Allure Series, Mingyue Xia, and Jinxia and other celebrity explosion models. With creative marketing activities, it brings full benefits to consumers. In addition to these star products that have already been listed, On the day of the Oaks Jingdong Super Brand Day event, there will be a counter called 'Lady' for sale.
It is reported that on the day before the event, Oaks will hold a press conference in Beijing. Chief Product Artist Ouyang Nana will be there to help out. In order to fit this 'home,' there will be Oaks' theme and Xiaoao’s IP image. Whether it is an invitation or an on-site exhibition, it will present a dreamy 'family feeling'
The investment of a 2.39 billion yuan smart factory was put into operation, and the front-line channel layout was completed. The entire air-conditioning production and sales channel was opened to integration, further reducing the distance with consumers. Oaks air conditioners use their products and technologies to leverage the largest online channels. Jingdong, deep integration of the advantages of both sides, 2018 super brand day you are still worth the wait.