'Thirty days ago the 'troika' was more like a notice. Today's dealers' conference revealed details of more strategic execution levels. ' One who has participated in the opening ceremony of the Whirlpool Global R&D Center and China Headquarters on May 24 consecutively. And the industry insider of the Whirlpool China Dealer Conference on June 2 commented.
On May 24th, Whirlpool held a ceremony to launch a global R&D center and a Chinese headquarters in Hefei, Anhui. In addition to the Hefei smart factory that was put into operation in November last year, Whirlpool's development in China ushered in the era of 'troika'.
Ten days later, on June 2nd, the Whirlpool China Distributors Conference and New Tasting was held in Hefei, Anhui Province. The conference analyzed the direction of Whirlpool's future development in China in terms of business, product, marketing, design, and management. In addition, the conference also highlighted the Xinrui washing machines and freeze-in-age refrigerators, as well as the star products of Whirlpool kitchen appliances, and announced the 2018 ice washing and kitchen electric marketing strategy.
Whirlpool China Distributor Conference & New Tasting
Do not break: Whirlpool China ushered in an era of comprehensive change
Because of the "troika," Whirlpool Group CEO MarcBitzer said on the 24th: 'whirlpool is the third largest supplier of white goods in the Chinese market'! 'It's hard to imagine, as the leading brand of global white power. Whirlpool has a very high market share in Europe, the United States, and other parts of Asia. China, as the world's largest white-chip market, has a very low Whirlpool market share, which does not match our status. ' MarcBitzer further said.
Perhaps in view of this contrast, Whirlpool (China) chose to hold a dealer conference and a new tasting session at the new headquarters ten days later, publish a marketing strategy, raise the power of all-channel partners, and further clarify its role and development direction.
Wu Shengbo, executive chairman of the Whirlpool Group, president of Asia Pacific, and chairman of China, said that as the world's largest white goods manufacturer, Whirlpool has a global footprint, and its core business continues to grow and prosper. It not only firmly occupies the leading position in the global market, but also the Chinese market. It is also on the right track. With global wisdom being shared in China, Whirlpool's development in China is full of vigor and hope.
Whirlpool Group Executive Committee, President of Asia Pacific Region, President of China Wu Shengbo
For Whirlpool (China)'s re-sail, the president of Whirlpool (China) Co., Ltd. Ai Xiaoming described this historical moment with the words “the choices that really made you a success”.
The four major goals of Whirlpool (China) are to build sustainable profitable growth businesses, lead brands in high-end quality home appliances, lead the Whirlpool global digital consumer journey, and become a favorite company for employees. 'Ai Xiaoming said today's Whirlpool (China) company It is a brand-new enterprise. The key word for development in 2018 is 'focus on business confidence'. Along with the driving of the 'troika', Whirlpool is moving toward the top three positions in China's white power market.
Whirlpool (China) Co., Ltd. President Ai Xiaoming
China National Grid understands that the overall management ideas of Whirlpool (China) outside the corporate goals are: Focusing on brand enhancement, product value, target market, team capabilities, and then achieving growth in performance; for sales and marketing, products and Technology, supply and manufacturing, management and systems are carefully managed to achieve sustained profitability; starting from the basics, keeping up with the market demand for consumption upgrades, consolidating partnerships, solidifying growth beliefs, earning trust with performance, and gaining the support of shareholders as always , Confidence can surely break into a butterfly.
In addition, according to Ai Xiaoming, Whirlpool (China) has injected a large amount of 'fresh blood' internally. The daily operations, marketing, ice washing and kitchen appliance product lines, procurement, quality and other organizational departments have established a new talent matrix. The "People's Horse" is ready to inject strong momentum for Whirlpool (China) to start again.
The whole army attacked: Whirlpool released its marketing strategy for 2018
Regarding Whirlpool's marketing strategy in 2018, Hu Qiang, vice president of marketing for Whirlpool (China) Co., Ltd. made a detailed interpretation: In terms of channels, it is necessary to ensure that channel interests have a relative competitive advantage; in terms of products, market demand is Oriented matching channels; On the terminal, it is necessary to improve terminal capabilities from the perspective of improving the terminal experience.
Hu Qiang (China) Co., Ltd. Vice President of Marketing Hu Qiang
For example, in terms of channels, Whirlpool will differentiate between online and offline channels to ensure that each channel maintains a reasonable margin. At the same time, Whirlpool will expand its marketing investment, provide training support to channel providers, and improve product sales. Structure, cherish long-term cooperation with all channels.
Whirlpool (China)'s brand strategy can be summarized as 'leader-driven, like to fly together'. 'Leader' is a Whirlpool brand, positioned as the leading brand of home appliances, an outstanding representative of high-end consumer, the concept is 'easy to taste'; Both Sanyo Timor and Rongshida, Sanyo Timor is positioned as the mainstream brand of home appliances in China, and continues to provide a healthier life for the Chinese public. Rongshida targets well-known brands of home appliances in China and continues to provide a quality life for the Chinese public.
Whirlpool (China), general manager of ice-washing products, introduced the Whirlpool ice-washing product strategy. He said that all ice-washed products need to pay attention to the mid- to high-end market segment. In the washing machine market, the potential for washing and drying one machine is huge; In the market, multi-door refrigerators also have great potential, while the refrigerator door is the largest sub-category.
It is understood that washing machines have always been Whirlpool's dominant category, and Whirlpool will continue to use its technological advantages to optimize product structure and increase profits. Refrigerator categories will continue to release production capacity, increase profitability, and introduce Whirlpool’s global intelligence platform to market segments. Differentiated brand building.
In addition, the current market of China's kitchen electricity has given birth to great opportunities for development. Whirlpool China intends to use Whirlpool's global technology and resources to support the layout of the kitchen power market to achieve the growth of this business. Shen He, general manager of Whirlpool (China) kitchen appliance products, stated that , Whirlpool kitchen appliances will position high-end market, through the sixth sense of intelligent technology, ignite the user's inspiration and passion for cooking. In view of the good development momentum of emerging kitchen appliances, Whirlpool China has embedded products (oven, steamer, microwave oven, washing Dishwasher) is listed as the core product of kitchen appliances. In addition, Whirlpool will introduce the import flagship W11 series products in 2018 to provide Chinese consumers with different product experiences.
Unique selling points: Whirlpool's new Rui & Frost Age series products released
In addition to marketing, management, branding, and talent strategies, Whirlpool (China)’s relaunch process, product competitiveness is also a key focus for Whirlpool. Hu Qiang, vice president of marketing at Whirlpool (China) Co., Ltd., stated that Under the environment of consumption upgrade, creating a unique selling point for creating differentiated products is a major factor for enterprises to participate in market competition.
At the conference, Whirlpool China released two new products, the Xinrui washing machine and the freeze-in-age refrigerator.
According to Dan Chung, general manager of Whirlpool (China) ice-washing products, Xinrui washing machines are designed and developed specifically for urban elites. They demand perfection and simplicity. They will not compromise on odors, stains and noise. Xinrui washing machines are mainly focused on smart oxygen. Through the ozone generator, oxygen in the air is ionized into ozone. Using ozone's strong oxidizing property and instability, it can remove bacteria and remove odor. It can not only wash clothes, but also can wash mobile phones and other unwashable items.
Whirlpool (China) General Manager of Ice Wash Products
The freeze-in-age refrigerators are targeted at women's exclusive space and HFO foaming technology. Women's exclusive space is defined as skin care products, and cosmetics have a special storage space, which can give them more suitable temperature and humidity. Frozen-age refrigerators are the first to be adopted in China. With the refrigerator of pure HFO foaming system, the refrigerator operates more energy-efficiently and consumes less power; in addition, the new HFO foaming agent can reduce carbon emissions by 99.9%, making it more environmentally friendly.
In addition, Whirlpool's global design trends were also demonstrated during the conference. Whirlpool hopes to better meet the individual needs of consumers through its own products and to make its own products a vehicle for users' personalized expression. Spirituality and dynamic existence in life, users can interact with home appliances emotionally and naturally.