When the heavens were up, the land was given, the changes of the enemy were watched, and the fate of the enemy was the first, and the first thing to do was to use the soldiers. 'This sentence was derived from the rule of the army of soldiers used in the "Xunzi · Soldiers". It is also suitable for the integrated firefighting "battlefield" that is currently being used for smoke.
From the 15th year when the rise of a very weak sub-category, to attract large companies nowadays, there is a great potential for integrated cookers, the profitable 'cake' has grown bigger and bigger, in the leading camp 'staking' With the acceleration of local expansion, the brand pattern of the industry began to show more and more concentrated signs. At this time, as a latecomer to reorganization, Aoshuai faced an increasingly competitive market. Is there still a new opportunity? Where is the road to breakout?
Aozai Integrated Kitchen Marketing Director Ding Wuqiang
Recently, Aiken Power Grid interviewed Ding Wuqiang, marketing director of Aoxai's integrated kitchen at the 2018 Beijing Construction Expo. In his opinion, the strong momentum of successive years of growth has really allowed the integrated stove to grow into a whole kitchen and electric appliance industry. The fastest-growing, one-of-a-kind product has attracted a lot of attention. However, for the time being, the proportion in the whole kitchen and electric industry is still very small, less than 10%, which directly means the future market space. Including the company's growth space is still large.
Founded in 1994, Ao Shuai, who started with the cabinet cupboard, is not a young man. He is located in Chenzhou, Zhejiang Province, a “kitchenware capital”. He owns 80,000 square meters of self-built factory buildings and employs more than 400 people since 2014. Prior to the transition to being a self-owned brand, the company has been cultivating 20 years in the field of traditional kitchen appliances. Although OEM/ODM OEM is the mainstay, due to standardization, standardization, and refined productivity, it has accumulated rich manufacturing experience and solid results. Technical strength. The integrated stove project is not the first time to test water. As early as in 2008, it had independent research and development. However, the Austrian commander at that time was constrained by the undeveloped industrial environment and lack of brand strength, but it failed to rise rapidly. The technical precipitation has undoubtedly provided a powerful backing for the re-launch of the integrated oven project. Nowadays, Aoshuai already has an integrated stove, traditional smoke stove eliminates three-pieces, electric water heater, gas water heater, embedded steamer/ In the eight production lines including the oven, the abundant cash flow brought by the entire category layout also allowed Aoshuai to have the foundation and confidence in the area of integrated cookers.
Aoshuai integrated stove in the exhibition hall of the 2018 Beijing Construction Fair
Then, under the prospect of a good industry, in the inevitable competition game, Aoshuai, who has once again worked hard to integrate stoves, will rely on what kind of brand appeals and what kind of marketing strategy to open the door to market. What?
“The current Aoshuai is not the same as before, and the input will be many times before.” Ding Wuqiang first emphasized, 'On the one hand, it is the company's strategic level that attaches great importance to the establishment of the integrated stove business unit to operate independently. Continuing to reinforce and expand its core strengths in the traditional kitchen and electric appliances field, it is even more important to take the lead in planning the future and consider the integrated stove as the top priority for future development. On the other hand, it is the adjustment and change in the organizational structure of the company. In 2017, it established the management system with General Manager Ren Chao as its core. As the younger generation of leaders, it is more dynamic and passionate, with clearer goals and more advanced thinking. It also has a keen insight into consumer demand and seizes the market. This will prompt the management team of Aozai's integrated cookers to be more energetic, more efficient, and to advance with the times in product research and development to enhance the differentiated core competitiveness.
In fact, when he decided to work hard to integrate stoves, Ao Shuai first carried out drastic reforms on his products. 'In order to respond to the times, he would not hesitate to reinvent the original integrated cooking line and build a new unique advantage. In addition, Aoshuai opened the path of silent power in the upgrading and operation of the new brand image. Renewed the famous movie star Li Xiaojun as the brand spokesperson, gradually landing the new SI terminal store design, vigorously put two sets of CCTV, 4 Sets, 12 sets and other mainstream audience platforms...... This time the new image after the brand force, the new battle, once again expedition Beijing Construction Fair, is also obvious to all.
'Perhaps our voice is not yet loud enough, but we will definitely step up our investment to endorse the entire integrated cooking industry. 'According to Ding Wuqiang, the next 2018 new conference will be a heavyweight for Aozai in the integrated cooking industry. Bombs may choose to make a strong voice in the world’s tallest tower, Dubai’s Burj Khalifa. This will start Aoshu’s reputation and influence in the industry and hope to further expand the awareness of integrated stoves on a global scale. .
Ao Shuai integrated oven new product display
This continuous action, large investment, highlights the full confidence of Aoshuai on their products, and also shows Aoshuai as an up-and-coming star in the integrated cooker industry, committed to sit firmly in the fierce competition in the industry's determination to sit.
With regard to the specific product positioning and marketing strategy, Aoshuai has already done a good job of preparation and comprehensive planning. 'First of all, in the product layout, we will focus on the integration of steaming and roasting, such as the A9ZK. kW large firepower, 102 °C constant temperature and large capacity, integrated stamping molding innovation boutique, as the originality of Aoshuai's original work, really realized a change and upgrade from inside out, reborn-like, planned in May 2018 formally Bulk listing; Secondly, to strengthen team building and spare no expense in attracting talents from various well-known kitchen and electric companies, expanding the marketing team from the original dozen to 50 or 60 people, and increasing the training capacity of the training department and operation support department. Service to agents will be more detailed.
Aozai Integrated Kitchen Marketing Team
In Ding Wuqiang's opinion, brands are the first to bear the brunt of their efforts, but they still need to be down-to-earth, step by step, to implement, 'prepare competitive products, build combatable teams', and be healthy and orderly. In order to accelerate the growth, it can truly become a corner of the integrated kitchen industry overtaking, and later a strength of 'dark horse'.
