In 2015, Haier’s first self-cleaning air-conditioner will bathe, through patented self-cleaning technology, to solve the difficult problem of air conditioning out of the source. In 2017, Haier launched the first 'clean and clean' air-conditioner, 22 patented capsules. The purification system can purify the wind that enters the air conditioner every time. The role is transformed from 'make air conditioning' to 'make air', reconstructing the global user's understanding of 'good air'. On April 23, Haier Air-conditioning released 'Wen Wet Dual Control' is a self-cleaning air-conditioner that can achieve healthy antibacterial activity. After both the Chinese Academy of Sciences and the China Institute of Electrical Appliances experienced post-evaluation, Haier temperature and humidity dual-control self-cleaning air-conditioning has features such as 'pure clean' and 'healthy antibacterial'. , Can both have the double effect of indoor air bacteriostatic and air conditioning itself clean.
Thanks to the accurate understanding and effective solution to the user's core pain points, Haier's healthy air concept is deeply rooted in people's hearts and has received strong response in the market. It has become a 'new style' in the home appliance industry. Air-conditioner sales with self-cleaning features have been on the rise, and market share has increased dramatically. .
According to the Haier’s quarterly report published in 2018, Haier’s high-end, healthy transition led to an average retail price of 4,486 yuan in the first quarter, an increase of 9.70% year-on-year, with the average price ranking first among domestic brands, and the highest growth rate in the industry.
Because it insists on being responsible to consumers and persists in creating a healthy air for users, Haier air-conditioning has achieved rapid growth, and has firmly occupied the head position in the era of the Internet of Things. Tang Zhiguo, general manager of Taizhou Baode Electrical Equipment Co., Ltd. in an interview In a lively case, Haier air-conditioning has demonstrated the concept of healthy air, excellent product quality and refreshing brand marketing. In the terminal market, the brand penetration plate has been stable and stable, and the process of quantitative change to qualitative change has been completed.
The geometric expansion behind the scale is a strong product force
Tang Zhiguo introduced that in 2012, he started to cooperate with the Haier brand. 'I thought about it countless times. How can we break the market's inherent pattern, break the user's cognitive circle, and try various methods? Finally, summing up the difference in good products is to wipe out the front The essential tool for obstacles, the self-cleaning air conditioner is too timely.
In 6 years, Baode Electric Co., Ltd.'s Xinghua City set up 26 distribution points and opened four comprehensive stores. Haier's air-conditioning retail sales increased at a multiple annual rate, and the proportion of Xinghua's air-conditioning market exceeded 20%. Considering buying air conditioners and trying to solve the problem of air pollution and air pollution, it immediately jumps back to Haier. The transformation of user brand awareness is more proud than pure sales data growth. 'Tang Zhiguo is full of gratification and smiles.
Xinghua is located in the central part of Jiangsu Province, on the north wing of the Yangtze River Delta, between the Jianghuai and Huaihe Rivers, and has 27 towns under its jurisdiction. Dainan Town, where Baode Electric is located, is the largest town in Xinghua City, Jiangsu Province, China’s Qianqiang Town, and is In the economic center, the annual gross production value has exceeded 20 billion yuan, and the competition in air-conditioning companies is fierce. 'The performance of Xinghua market is very eye-catching in the entire Nanjing market. This is in line with Haier's emphasis on product, brand and strategy. It has a close relationship, especially self-cleaning products, which accounted for more than 40% of Baode's electrical sales system. It has played an irreplaceable role in enhancing the performance of the township market. According to Tang Zhiguo, self-cleaning products are high-end products. Inverter air conditioners, while adjusting the product structure, quickly increase the overall average price and sales. Under the premise of meeting the needs of users compared to the industry's inverter air conditioners, Haier's self-cleaning, smart highlights are the most prominent, appearance design takes the international fashion line , deeply favored by the young consumer groups, 'So, Haier's self-cleaning air-conditioning was listed less than three years ago, sales exceeded 10 million units, and it became a star product while also creating a Category of air conditioning and new industrial outlet, for the whole industry to imitate.
Break the hardware thinking and establish a healthy air quality development sample
Industry experts pointed out that the development trend of air conditioners in the future is focused on health, intelligence, comfort and energy conservation and environmental protection. Health should be ranked first in terms of consumers’ strong sense of achievement.
Tang Zhiguo introduced that from the sales data of the company, we can find such a rule that the user groups around the age of 30 pay more attention to the intelligentization of air conditioners and pay special attention to health-related functions in order to improve the quality of life. Haier air conditioners are not only reliable but also promoted. The choice of points is very grounded, visually tangible, not conceptual, which helps merchants accurately convey product features to users, and users can clearly perceive home environment changes before and after using the product. ' It is in the process of experiencing changes. , In the background of the severe inflammation of the air pollution problem, Haier’s reputation was established and an outbreak was formed.
For some time in the past, many consumers were able to see self-cleaning air conditioners that would bathe in stores, specialty stores, and conferences. "Washing" plans to start simultaneously across the country. Haier educates users with intuitive visual impact: Among all household daily items, air conditioners rank first in severe pollution rate, and air-conditioning products with a service life of two to three years even have severe pollution rates exceeding 90%. Haier self-cleaning is a representative product that provides users with integrated air solutions to create a healthy breathing and home environment.
Tang Zhiguo introduced that in order to allow more users to enjoy the healthy air Haier created, in Baode Electric's area of responsibility, any problems with high-end frequency conversion self-cleaning air conditioners can be replaced for free within two years. This measure highlights Haier’s The high self-confidence of its own product quality is also one of the ways to popularize the concept of Haier's healthy air. The sales data shows that the demand of users for the pursuit of good air is continuously increasing. The sales scale of Baode Electric Air Conditioner has benefited from its rapid growth.
In China's Yikang statistics, Haier's air conditioner growth rate was 33.2% in the first quarter of 2018, ranking the first in the industry. At present, Haier and the other two brands have formed a three-legged trend and are truly worthy of their reputation. With the concept of healthy air deeply rooted, Haier The air-conditioning coverage of the user base achieved a deep expansion, which laid a solid foundation for the brand's follow-up force.
It is undeniable that the air-conditioning market in the pre- 2018 period was facing a sluggish end-market retailing and high inventory levels. A large influx of capital intensified the market competition. Under the traction of the “one-in-one” model, Haier air-conditioning has long since separated from a purely 'hardware' competition to discard low-cost impulses. The old routine, but from the grand vision of the whole human being to breathe fresh air, establish a model of high quality development, and played a great role in promoting the sound development of the industry.
In January 2018, Haier took the lead in formulating the national standards for intelligent air-conditioning. Up to now, there have been a total of 24 national standards for the air-conditioning industry, of which Haier has led the formulation of 21 projects, accounting for more than 90%, involving air-conditioning product performance, safety, reliability, Installation and other fields. Promote standardization and standardization of smart air conditioners in China, and master the discourse of national standards.
As the vanguard of the health reform in the air-conditioning industry, Haier Air Conditioning and the Chinese Academy of Sciences jointly released the White Paper on Indoor Bacteria and Fungus Survival, which defines the indoor air environment, the fungal environment, and healthy air conditioning. At the same time, the establishment of the sample establishes standards for the industry. Haier Air Conditioning also In early April, Haier Air-Conditioner and the Earth and Environmental Science Laboratory of the University of Geneva, Switzerland, reached a cooperation on healthy air research to establish the first overseas healthy air research laboratory. New Zealand Air Research Center is established to promote healthy air worldwide. At present, Haier has exported healthy air to the world, with self-cleaning air conditioners exported to 20 countries around the world, and smart air conditioners exported to 59 countries around the world to meet the global demand for smart and healthy air.
“Self-cleanliness, healthier. With healthy air as the focus point and breakthrough, to effectively implement the forward-looking strategy, Haier has always been a leader in the technology and air industry,” commented Tang Zhiguo, with continued iteration of Haier’s air-conditioning products and technologies. , Will continue to bear fruit in the field of smart life, and every block that is grafted on the Haier smart home platform can benefit from it.
