Near '51', various brands have almost launched their own promotional activities, which also makes the '51' market appear brilliant. Air conditioners that have faded out of the air-conditioning market for many years of 999 yuan appeared again in this year's promotional activities, and launched this The activity is in the domestic market in recent years the dark horse is booming Meibo air conditioning.
As we all know, the manufacturing costs of air-conditioning products have been rising in the past one or two years, and the price of refrigerants has doubled, while the prices of copper and aluminum have also been rising at a high level. Therefore, according to the consistent requirements of Meibo air-conditioning for product quality, its 999 Yuan promotional prices must be below the cost line. Meibo Air China Marketing General Manager Gan Jianguo told the author that the significance of carrying out 999 yuan promotional activities is not limited to the activities themselves.
999 yuan limited air conditioning
Meibo Air Conditioning's 999 yuan price products are mainly concentrated on one air-conditioner, with single cold and warm/warm goods category. The activity time is from April 29 to May 3. It is a staged promotion activity for the '51' holiday market. Gan Jianguo also revealed to the writer that this promotion is a national, omni-channel joint promotion, not only involves a large number of traditional channels, but also consumers in Jingdong, Tmall and other e-commerce platforms can also purchase 999 yuan. Meibo air conditioning.
However, the 999 yuan product will not be sold open and unlimited. 'We only prepared 20,000 machines. The main purpose of carrying out this activity is not simply to promote the effectiveness of the campaign, but to activate the 'May 1' market. Help distributors digest products,' Gan Jianguo said.
This marketing approach and promotional activities also reflect the capabilities of Meibo air-conditioning companies to a certain extent. On the one hand, Mebi has the resources to conduct highly impactful terminal sales promotion across the country in a nationwide manner, and can provide timely delivery in the shortest possible time. The product responds to the centralized deployment of terminals nationwide. In another aspect, it also reflects the concerns of Meibo Air-Conditioning to channel distributors and distributors. Through this approach, Meibo not only promotes terminal product sales, but also guides the distribution of channel resources. Vibration dealers confidence in the development of enterprises and markets.
It is reported that in order to better carry out the 999 yuan air-conditioning promotion activities, the capital invested by Meibo reached about 10 million yuan. Compared with Gree, Midea, and Haier, the leading brands, this scale is not conspicuous, but compared with As a company with similar scale and popularity with Mibo, Meibo's investment has been considered outstanding.
Strong sales of sales and innovation
Gan Jianguo's disclosure to the author of a good data reflects the current momentum of the development of air conditioning in the United States and Bobo, in March shipments of air conditioning in the United States and Bogota increased by 100% over the same period last year. Also in this month, the US Air conditioning air conditioning in the main regions of the country 35 Dealer Meetings. The author also learned that, as of mid-April, Meibo Air-conditioner had completely 70% of the previous year's production and sales scale.
Meibo now has two major manufacturing bases. In addition to its Guangdong factory, Wuhu base has achieved mass production, which also provides production capacity protection for the subsequent scale increase.
The 999 yuan promotion activity launched by Meibo is a continuation of its production and sales momentum. As we all know, after entering 2018, the domestic market trend is not satisfactory. The overall sales scale of terminal release and engineering machines has not reached the industry's It is expected that this will also cause the air-conditioning industry domestic channel stocks to hit a record high in the current, but also to this year's peak season production and sales market has brought heavy pressure.
In this environment, companies need to invest in more proactive ways and resources to help channels, dealers to stimulate market vitality, and promote the effective cycle of channel resources. In this regard, Meibo air-conditioning has established itself among similar brands. A model.
In recent years, Meibo has made many innovations, from the creation of a shared air-conditioning model to the construction of the Wuhu Base; from the sponsorship of the New Zealand Men's Basketball Team to the channel provider conference, to the 999 yuan event, Meibo also In this way, we fully interpret a distinctive brand development phenomenon.
