In June, under the heat of more than 30 degrees, under the backdrop of the World Cup in Russia, 6.18 E-Commerce Wars, it became extremely popular. The competition between brands also rose to the point of day-to-day, especially by the manufacturers. For the year 618, the level of performance is not only a proof of the strength of its own brand, but also an important part of the new retail strategy of the brand and platform landing in 2018.
On June 1st, Oaks Air Conditioning launched the IP animation “The Temperature of the Missing Story of Little Austria” with the official mascot Xiao Yao as its prototype. Through the warm and memorable childhood memories, the beautiful picture of the Miyazaki Studio was brought to the forefront. Users like it. At the same time, the good news is that Oaks air conditioners ranked first among air-conditioners in the sales of Tmall, Jingdong and Suning, achieving 6.18 real 'good for a kick'.
(JD.com's sales of 6.1-6.5 TOP and Tmall on June 1st)
Among them, on the day of the June 1st opening, Oaks' sales in the JD.com platform surpassed the 6.18 full-scale scale of the previous year; the day-to-day sales of the Tmall platform were 2.4 times the full-year of last year's 6.18. In the opening 13 minutes, Oaks had a turnover of over 100 million yuan with Apple Mobile, Haier, Midea and other brands. During the opening hours, Oaks obtained sales of air-conditioner products on the Suning platform, accounting for the first three successes in proportion and year-on-year growth;More importantly, according to JD.com's top-level sales of top10 brand at 04:00 on June 1 to June 5, the cumulative amount of valid orders at 24:00 shows that Oaks has surpassed third place in Haier (almost more than air-conditioning single-item category beyond Haier synthesis Category), ranking second in the overall category.
(JD.com's 6.1-6.5 sales TOP ranking)
Setting a high tone, the frontline camp is unstoppable
In the context of the “high inventory” remarks, the outstanding performance of the Oaks air conditioners set the tone for the entire 6.18 air-conditioning war, boosted morale, boosted the market, and made the air-conditioning industry see a clear trend in the diffused smoke, Oaks and The other two brands formed a solid first-line camp. The most convincing data shows that only a long period of high investment in product, brand, experience, deep exploration, and accumulation can really win the favor of consumer groups. In fact, Recalling the layout and tactics of the Oaks Air Conditioning on the Internet platform, it is not difficult to understand the reasons behind its ability to take off the crown many times.
Before the Internet hit the traditional household appliances, the Oaks bravely embraced the new trend. The ancestors established a stable and efficient strategic cooperation with Tmall, Jingdong and other mainstream platforms. The performance of the e-commerce sector has been steadily increasing. The object of imitating and learning is the limelight. It can be said that Aux's spirit of the Internet and the comprehensive cooperation of the Internet platform have created a number of cross-border miracles in home appliances and the Internet. They have opened up new trails in the industry and achieved new benchmarks in the tree industry. Classic Case.
However, Oaks Air Conditioning is not satisfied with this, relying on the Group's quality strategy, starting from the perspectives of product structure, user experience, user portraits, consumer demand, etc., comprehensively and systematically planning the online section, and launching the Golden Man, Ming Yue Xia, Dumping Allure and a series of highly praised, legendary explosives, from the price, scale to product, user transformation.
In May of this year, Oaks stood out among more than 10,000 brands including Samsung, Huawei, Midea, Sony and Philips, becoming the only company in the consumer electronics industry to win the Tmall TES Summit 'Best User Experience of the Year' and 'Best of the Year' Brand Award' Two brands of awards.
On April 12th, the Oaks Jingdong Super Brand Day, the sale of 8 minutes of sales orders totaled 100 million yuan. On May 10, the women's locker arrived at Jingdong, starting from the three major areas of quality, technology, and design. The owner brought new aesthetics in home aesthetics. It is understood that Oaks air-conditioning signed a strategic cooperation target of 15 billion yuan with Jingdong platform in 2018. The first quarter has increased five-fold year-on-year, and it has made wonderful headlines. Together, the platform The mode of cooperation promotes both sides to march forward.
(Jungdong's first female cabinet machine on May 10)
Who can upgrade the brand and become a strong player to match the great era
With the continuous emergence of new retail new formats, we can feel the charm of the new retail life and the driving force of the new retail life. Oaks air-conditioning is once again stunning the industry with innovation.
Ox Air-conditioner's exclusive “Thousand People Network Conference” was successively detonated in Jiangsu, Beijing-Tianjin-Hebei, Henan, Anhui, and other major air-conditioning heavy-duty areas, with more than 1,000 people in the field, and even 3,000 air-conditioner direct-operators participating in the scene. This year's peak season air-conditioning market consumption. Over the past three years, the Oaks air-conditioning success with the e-commerce platform to change lanes overtaking, to achieve its own market scale and brand awareness of the strong rise, opening the era of China's air-conditioning electricity supplier era. Explore and build a network mode, shorten the distance between the factory and the user, opened a new era chapter belongs to China's air conditioning industry channel.
At the end of May, Oaks Air Conditioning released the new hang-up machine made by the smart factory with an investment of 2.39 billion yuan through the 'Ferali Racing Day Carnival' event, and announced a brand new upgrade 'Blue Plan' to announce its image, technology, Products and other dimensions to achieve the upgrade of the product experience as the core technology upgrade. Enterprises will be more focused on technology, fashion, quality product strategy positioning.
(May 26 released new products for hanging machine)
The future consumption trend will develop from quantity consumption to quality, taste and character consumption. Quality represents higher end, health and convenience; taste represents more personalized, customized and technological consumption; and character represents shared by the consumer community. Value transmission and emotional communication. Consumers are pursuing consumption while acquiring more added value to meet more needs from the material level to the spiritual level.
From the Oaks marketing revolution, smart manufacturing, branding growth path can be understood, the brand originated in the era of the Internet of things, which originated from its young orientation, the early implantation of Internet thinking, the demand for quality, and the control of the general trend. Wait.
In this year's competition in the collection of black technology, the head brand formed a leading position and the advantage was significantly enhanced. The first Tmall mobile phone was launched by Xiaomi, and 60 seconds of stealing light; as of 12:00 am on June 5, Dyson, Panasonic, Midea, and other nearly 40 home appliance brands specialize in the Tmall 618 production line. Historically, Oaks, the global player, has pulled in the top positions in both directions, forcing it to grab high market share during the peak season, which will help push up the 2018 cold year performance and allow the outside world to truly understand. To the 'Oxs phenomenon', the power of 'Aux Speed'. As the youngest and most fashionable brand in the first-line air-conditioning brand camp, Oakes' ambition for the future has been revealed.