The increase in sales volume of 200% under the background of a slowdown in the overall growth of the air-conditioning market, this data is quite exaggerated, but on the new branch of air conditioning, this data is indeed very reasonable. The 2018 annual opening to the end of March this year, the new Division air conditioning out The volume of shipments increased by 200% year-on-year. At the end of April, the air-conditioning industry entered a crucial stage of the year. In the morning of the end of April, Shulehua, the general manager of Shinco Electric, analyzed the password for double-digit growth of the new air-conditioner. % The shipment growth is a digital, intuitive performance. Behind this is the abundance of Shinco's product camps, the strong marketing team, and the improvement of the channel layout. The future development path of the new Air Conditioning is gradually clear.
Painful change
Shinco is one of the earliest brands entering the air-conditioning industry in China. It once stood on the peak of sales scale and experienced a low point of restructuring. In 25 years, Shinco Air-conditioning Co., Ltd. has been ups and downs. During this period, the shipment volume of the domestic air-conditioning market is constantly being refreshed. The air conditioner brand has a stable pattern, with oligarch brands occupying most of the market share; the mobile internet has become more and more obvious to the structure of channels, and new marketing models have emerged one after another. After a few years of silence, the new air conditioning industry has completely different air conditioning industries. Shu Lehua missed the new air conditioning before. The regret of many high-speed growth opportunities in the industry is outspoken: 'Without further development, Shinco's air conditioners will soon become marginalized. Especially in the previous two years, they were the 'new year' of air-conditioners. Shinco's air-conditioner growth rate was very slow, and we must change our thinking and pain. '
Xinke Electric, General Manager Shu Lehua
Standing at a new starting point and initiating reforms, everything started with Shu Lehua as the general manager of Shinco Electric. Shu Lokhua has served in several mainstream brands and is a high-end talent for product development. He joined Xinke Air-Conditioning in 2013 and is responsible for product R&D. In June last year, Shu Lehua In the management adjustment of Shinco Appliance, he was appointed as the general manager of Shinco Electric. This also means that the technology and products will play a more important role in the future development of Shinco Air Conditioning.
In 2011, after the Fengrun Group reorganized the new Air Conditioning Co., 'talent strategy, innovation strategy, and brand strategy' became its main axis of development. From the second half of 2017, the talent strategy was implemented as the traction, and Shinco air-conditioning was used in product, brand, and sales. Glow new life.
Product innovation and quality assurance in parallel
After the air-conditioning industry matures, the conditions for large-scale growth are scarce. However, the diverse housing environment and complex, diversified consumer characteristics make personalized demand popular in the current air-conditioning market, and the old monotonous product pattern cannot meet the continuous emergence of individuality. The demand for the products, which continuously improves the product requirements of the company, has also given rise to the development of subdivided air conditioners. With user guidance, manufacturing products that can solve consumer demand pain points has become the main theme of current home appliance industry product competition.
Shinco insists on product innovation for many years to ensure product reliability
On the basis of a rich product system and strong technical capabilities, segmenting market strategies and corresponding products requires not only technical support but also a full understanding of the market. Although Xinke air-conditioning has not grown much in previous years However, the investment in technology research and development has never stopped. Shu Lehua disclosed: 'Wu Qingping, chairman of Fengrun Group, is willing to invest in product development and quality control. Every year, 200 million yuan is invested in laboratory construction, technology research and development, mold development, etc. On the other hand, although the sales volume is not large, the investment has not stopped and it is now in the harvest season. The products have been recognized by everyone.
Shu Lehua told the author a short story: 'Last summer, the voltage of Zhengzhou Food Street was very low. Many air conditioners in the stores couldn't start up. There was a new air-conditioning system in the store. The operation was normal. The business was very good. Street many businesses have changed the new Branch air conditioning. ' Shu Lehua's use of an air conditioner wide voltage start function points out the new Division air-conditioning product competition strategy - to create product differentiation advantages, to ensure product quality and reliability.
Since the cold season of 2018, Shinco has focused on energy efficiency upgrades, appearance upgrades, function upgrades, and quality upgrades. It has been striving to increase the proportion of inverter air conditioners, the volume of articulated cabinets, and the upgrading of product structures to drive up the profit margins of manufacturers. New Air Conditioner's two new products, VA and QA, are on the market. The two products combine 18dB of new air conditioning, ultra-quiet, variable frequency energy efficiency, extreme cooling heat, 0.1°C precise temperature control, air purification, smart WeChat remote control, intelligent self-cleaning Such technologies, are nowadays full-featured technology and quality products. And this is just one of the representative works of Xinke Air Conditioning's work on product innovation and quality assurance.
Troika drives omni-channel growth
'The key to the company's development is to lay a good foundation, marketing strategy, marketing team is a warrior who fights in front of the product. This product is better than this weapon. People are 'aircraft artillery' and we are also 'aircraft artillery'. ' Shu Lehua vividly describes the competition of Xinke air-conditioning. idea.
The improvement of product quality gave the positive energy of Xinke Air Conditioning to have a clear performance on the phone received by Shu Lehua: 'I used to be afraid of receiving strange calls. All of them are quality problems. They are all now urging goods. At present, Xinke Air Conditioning Energy efficiency product sales increased by 400% over the same period last year. '
Xinke upgraded its air-conditioning product structure and improved its quality. It has accumulated sufficient energy for its sprint in the market. The introduction of talents is continuously expanding the marketing team of Xinke Air-Conditioning, a team that dares to dare to fight, making Xinke air-conditioning all channels. Development has an enviable performance in 2018. After the end of the cold year in 2017, Shinco Air has ushered in a group of marketing staff who have accumulated profound accumulation in the air-conditioning industry led by Han Yihai. The resources for human resources, resources, and resources in marketing resources are abundant, and they are activated. Shinco air conditioning development momentum in the entire channel.
'To have channels, to have distribution, to get the world' is highlighted by Han Yihai in the marketing conference in 2018. In 2018, the new division of air conditioning refinement is deepening in Jiangsu, Zhejiang, Shanghai market, in Henan, Hebei, Shandong, Anhui, Sichuan Breakthroughs have been made in the strategic layout of other regions; Hubei, Hunan, Jiangxi, Fujian and other regions are also developing methodically, supporting agents in funds, services, management, and marketing. The distribution network will tie in with new product lines and create new Shinco air-conditioning terminals. Image: The number and quality of new air-conditioning channels have been upgraded simultaneously. There were only two agents with a scale of more than 30 million yuan in the past. There are now 10 companies. Shu Lehua disclosed: 'As of the end of March, sales of new air-conditioning systems in Fujian and Shenzhen have been separated. Over 30 million yuan and 50 million yuan, these areas are the weak areas of the new division in the past, and now have opened the market.
E-commerce is already one of the important channels for home appliance sales. Among major e-commerce sales nodes, the sales scale of air-conditioner mainstream brands keeps on refreshing records. Not only that, but e-commerce is also becoming a benchmark for consumers to purchase air-conditioning. Although Shinco Air conditioners started late in the e-commerce platform layout, but this also means that the online platform has a lot of room for growth. In the cold year of 2018 Shinco Air-Conditioning, Jingdong, Tmall, Suning Tesco and other e-commerce platforms have made full efforts.
The domestic market layout continues to improve and Shinco air-conditioners also have great expectations for overseas markets. At present, Shinco's overseas sales team has been established. At the recent spring Canton Fair, Shinco Air-Conditioning brought star products represented by the VA and QA series. Obtained the approval of foreign businessmen, the entire export is in a state of rapid development.
Channels, electricity suppliers, exporters, and new sedans of air-conditioners are experiencing rapid growth. Shu Lehua also revealed the plan of Xinke Air Conditioning to the author: “The annual target of 2018 is 1.5 million sets, and the annual growth rate should reach 100%. Three-year sales exceeded 5 million sets. '
The large-scale growth of Shinco air-conditioning is currently a factor that cannot be ignored. That is, the original base number is low, but the later, the more difficult it is for Shinco air-conditioners to maintain high-speed development. Shu Lehua has a full understanding of this, he once again stressed Adhering to the importance of the 'Three Strategies', talents, products, and brands, Xinkai Air-Conditioning began in 2018 to build a stable development of the three main points, and how the future will be given time to test.
