In July of last year, at a small-scale meeting of the Oaks Group headquarters building in Ningbo, Zheng Jianjiang, chairman of the Oaks Group, said to participants including the author: 'E-commerce is a firm strategy for our Oaks,' At the time, Oaks Air Conditioning has been ranked in the forefront of sales in the entire domestic network. In fact, the author and many participants did not really understand what Zheng Jianjiang meant in the end.
Ouyang Nana participated in Oaks' new product release on the site
Until April 11th this year, the Oaks Air Conditioning New Product Promotion Conference and the Oaks Jingdong Super Brand Day Conference were held. Regardless of whether it is for Oaks or JD.com, this press conference is not large scale, it is very impressive, and it is very exciting. Some of the information revealed on this day has fully demonstrated the strategic significance of e-commerce in Oaks. The combination of Oakes Air-Conditioning is promoting the nationwide network of batch mode, will see, relying on the Internet platform for business 2. The model change turned in the hands of Oakes to such an extreme extent.
A single platform of 15 billion yuan may just be the beginning
After entering the year 2018, the domestic air-conditioning market became very lively due to the mass of new-born brands’ collective voices. The favorable industrial eco-environment and other product categories such as refrigerators, washing machines, televisions, and other areas of demand have attracted and motivated a large number of The social resources are flocking to the air-conditioning industry. However, the release of terminal demand in the overall market did not keep up with the expectations of the company's future development. In particular, as material costs remain high, the price of refrigerants has doubled, and channel inventory has grown steadily. Under the influence of unfavorable factors, the domestic market is sliding toward a more tangled situation.
Even so, Oaks Air Conditioning still achieved gratifying growth in the first quarter of this year, and the core area of growth was from e-commerce. At the press conference on April 11th, Xu He, general manager of Oakes Home Appliances Group's domestic marketing company, said: 'This year's Q1 (Q1) Oaks sales had a five-fold increase in JD's year-on-year comparison with the same period last year. Ox's Internet spirit and Jingdong's Internet platform have been fully cooperated, creating yet another miracle for the home appliance industry and Internet companies.
The conference also revealed another data: In 2018, Oaks air-conditioner and JD.com achieved a sales target of 15 billion yuan. No one brand in the global network-wide field last year could achieve such a large-scale sales volume. Said that the five-fold increase in sales performance in the first quarter was a good start for the achievement of the annual target of 15 billion yuan.
But this does not mean that Oaks's future market evolution will be easy. When Zheng Jianjiang assigned the Oakland Air-conditioning business management team its annual sales target for the entire year before the New Year this year, I believe that the executive team heard 15 billion yuan. In fact, this number is also playing drums.
If we think that the sales target of a single platform of 15 billion yuan will allow Oaks air conditioning to be satisfied, it is obviously underestimating the ambition of Oakes air conditioning in the future.
The growth dividend comes from the focus on self
It should be pointed out that the rapid development of the e-commerce platform itself in recent years has also provided rich opportunities for the companies and brands in the company. Jang Dong, president of the home appliances division of JD.com, said at the press conference on April 11: 'Jingdong is relying on more advanced business models, more efficient and more extreme user experience, to subvert everyone's perceived channel structure, and become a full-channel retailer of online and offline household appliances.'
The cooperation between Oaks Air Conditioning and JD.com began eight years ago. At first, the sale of Oaks air conditioners on the JD.com platform was in fact not as complete as it is now. The continuous development of the e-commerce platform itself and Oaks air-conditioning's own e-commerce platform. Constant adaptation, exploration, innovation, and upgrading have formed immediate achievements.
Since its establishment 24 years ago, Oaks Air Conditioning has been focusing on air conditioning, always focused on bringing the best products to users, the latest technology and the most extreme experience for users. We are committed to using the best products and services for our The user creates better value. “The message from the media from across the country to the CEO of Oaks Home Appliances Group is a positive word for the conference, but look back at Oaks's e-commerce platform and products in recent years. R & D initiatives, will find that the market growth dividends often come from the focus on self.
The innovation of brand communication of pan-endonyt, represented by Ouyang Nana, is based on the development of explosives models represented by Huang Xia, Qingguo Xiacheng and Mingyue Xia series (the number of reviews of one model on Jingdong platform reached 200,000). ,Innovation of production and sales model driven by Qinjin Fast Sales, and younger and fashionable user-oriented penetration represented by fluorescent running...Oxus just made some simple things more thorough: Putting product quality to the user's height The experience is at its best, the connotation and extension of the brand communication is deepened, broad and continuous, and market operations, channel operations, and terminal turnover are made more efficient.
Therefore, only in August of last year, Oaks became the first brand to win the Jingdong Super Brand Day in the single product category, and sales exceeded the 300 million yuan mark on the day of the event; this will result in the growth of Jingdong’s geometric growth in the first quarter of this year. Good results; will be April 11 - is likely to be another new product explosion models - ladies series of Guiji presented within the industry vision.
Assistant to General Manager of Oaks Home Appliance Group R&D Center
The rapidly growing market sales imperceptibly led Oakes Air Conditioning to once again be ranked first in China's air-conditioning industry e-commerce sales scale. In the dynamic development of the industry, the domestic and foreign markets are now facing a harsh environment. Oaks may face a more severe competition test, because the competing companies Oaks is now facing are familiar giants inside and outside the industry. When the author put this topic to a high-level Oaks air conditioner, he just decided Said: 'We just want to do better.'
Subvert the channel pattern of the network batch mode
Ma Yun once said that the real business model must have large-scale profitability, otherwise it is just a commercial behavior.
In the Huaxi Village on March 27 this year, the Oakland Air Conditioning Jiangsu Regional Networking Conference was held here, attracting more than a thousand dealers from Jiangsu. They are so enthusiastic that the purpose of coming to the meeting is Want to capture the opportunity to realize the huge business benefits from Oaks air conditioners, and there are plenty of other major branded merchants. On that day, Oakes had to organize more than 50 security guards to maintain the on-site order. These businesses are not agents. In the channel division of Oaks air conditioners belongs to 'small B' (small terminal dealers), but these businesses, on the day brought Oaks air-conditioning billions of cash on-site cash back.
The core of the network batch mode is the channel to the intermediate agency link, which greatly shortens the distance between the factory and the user. According to the author's understanding, the implementation of the network batch mode, Oaks air-conditioning mode, the channel cost savings did not fall to Oakes's enterprise pocket Instead, it directly translates into profit margins for end-users. Therefore, on April 1, when a large number of brands in the air-conditioning industry implemented price-raising strategies one after another, Oaks air conditioners did not carry out corresponding price adjustments; therefore, the Jiangsu Net Approved Conference held At that time, it will attract a large number of businesses to attend the meeting and actively participate in cash.
Compared with the net-batch model to bring more far-reaching impact, compared to the in-depth implementation of the Oaks air-conditioning e-commerce strategy, the sales scale of the JD.com platform is only a start. The development of the e-commerce platform in accordance with Oaks air-conditioning Planning, if we include Tmall, e-commerce and other social e-commerce platforms, if the sales plan is carried out according to the existing rhythm, the author estimates that in 2018, the sales of Oaks air conditioning network will reach 25 billion. About RMB, the sales data of the whole air-conditioning industry in the whole e-commerce network last year was more than RMB 53 billion.
Gradually we will know how much Oaks wants to do on e-commerce. It's not just a sales data, but more of an exploration of the business model. Now, think back to the beginning of this article. In that sentence, the author came to understand that Oakes' understanding of e-commerce, understanding and the entire industry was not at all in one dimension.
