The industry growth rate doubled year after year, the influx of cross-border forces, the coverage of first-tier cities of less than 10%, and the official implementation of the first industry standard on April 1, 2018... all this is indicative Electric washing machine This emerging 'balcony home appliance' category is welcoming the booming spring.
In the deep farming industry for ten years, it has already entered the leading camp, and it has also taken a new stage of speeding up expansion. 'In 2018, the air tyrant will fully enter the home appliance circle, and Suning, Gome and local large chain stores will There is deep strategic cooperation. ' Recently, Wu Jun, deputy general manager of the Airbus Marketing Center, said in an interview with Aiken Power Grid.
Wu Jun, deputy general manager of the Airbus Marketing Center
As we all know, the previous washing machine channel has always been biased towards the property of building materials. The first time the air traffic control channel broke through in the sales channel, it will undoubtedly help this emerging category to stand on a more diverse and better platform. A broader space for growth. Entering a more large-scale and standardized home appliance store, it also revealed the marketing transformation of air-conditioning and brand building.
In the first half of the year of 2018, in the context of the slowdown in the growth of the entire home appliance industry, the air tyrants still achieved a contrarian growth of around 50%. ' Wu Jun admits that this aspect stems from the lower scale base of the enterprise and the industry itself. On the other hand, it also means that the electric washing machine industry has great development potential and is still in the high-speed growth period. Among them, the air dryer that always focuses on the high-end intelligent washing machine, as the innovator and promoter of the industry, is bound to take the lead. Harvest growth bonus.
Good business performance is undoubtedly the biggest enthusiasm for accelerating expansion. At the tenth anniversary of the Hangba Group held in early April this year, with the '10 years of grinding a sword' to build a scale advantage and brand barriers, set up A more ambitious ambition, to expand the strategic map of 'China's drying' from the whole country to the whole world, to the new peak of 'China's drying up the world', to accelerate the climb. Concretely to the marketing level, 'First, is even more Subdivided organizational structure adjustment, 'Wu Jun bluntly said, 'For the different channel types, established four business divisions, namely: domestic channel division, major account division, e-commerce division and international division, Take the opportunity to go hand in hand to capture different markets.'
Hanging tyrants frequently appear in various industry exhibitions, making brand sounds
Up to now, Hangba has more than 1,500 stores in China, more than 1,200 agents, more than 8,000 terminal sales outlets, covering more than 600 cities including Beijing, Guangzhou, Shanghai, Shenzhen, etc. More than 60 countries and regions, such as sales, law, and Italian; the performance of e-commerce is also very bright, the sales ratio has achieved the success of 'Jingdong No. 1, Tmall Third'; the major customer division is the first Opened up a new battlefield for engineering channels, and directly cooperated with real estate developers such as Vanke, Evergrande, Country Garden, Shimao, Fuli, Zhongnan, etc. to seize the major decoration properties.
The multi-flowering channel layout highlights the growth rate of the dry-up force. In 2018, it plans to open more than 300 new stores. ' Wu Jun said that although the air-drying machine is one of the leading brands in the electric washing machine industry. However, compared with the huge capacity of the national market, the base is still low, and it still needs to cover more blank cities.
Therefore, comprehensively entering the mainstream channels of home appliances and opening up new marketing battlefields has become an important task in the 2018 strategic plan of the Hangba. In Wu Jun’s view, there are thousands of chain stores to endorse, which will undoubtedly greatly enhance the air The brand awareness and influence will accelerate the marketization of the new category of electric washing machines, allowing more consumers to experience the upgraded and intelligent items of electric washing machines. Many conveniences.
Hangba intelligent washing machine products
But the undeniable fact is that it is not easy to really stand firm in the KA store. Not only must face the high entry fees and the operating pressure of the points, but also test the brand's comprehensive service capabilities. 'Taking Suning as an example There are more than 1,500 stores in the country, distributed in 48 large areas, with many outlets, and more attention to user experience and timeliness. This requires us to have rich network support, and a stronger sense of service, service efficiency. Higher, in order to do a more standardized and coordinated work in a timely manner. ' Wu Jun said frankly, the rate of advanced military appliances channels, air tyrants can be said to be the first person in the electric washing machine industry to 'eat crabs', the reason why dare to step out On this hand, on the one hand, it is the strength support of thousands of offline outlets; on the other hand, Hang Ba has a marketing team of up to 180 people, well-trained, brave and good at war, and can basically meet the service needs of 95% outlets.
In the view of Aiken's power grid, standing at the important node of the 10th anniversary, this move under the air, in addition to the hardware advantages, there are strategic considerations in the forward-looking considerations. First, from the initial hand-drawn, Hand-cranked to the current electric, and constantly integrated into the lighting, voice control, remote control, drying, air drying, disinfection and many other functions, the intelligent washing machine pursuing quality life is clearly more in line with the escalating consumer demand, and will Into the rapid popularization of the rising channel. This expansion of the channel of the tyrant, just after smelling the high growth of the industry, the preemptive position of the timely move.
Secondly, for the drying tyrants dedicated to 'providing high-end intelligent washing machines for the global family', after a series of speed-up actions such as branding, new products and overweight, it is also necessary to further expand the brand's sound volume on the channel. High-end positioning to match the mainstream channel of home appliances, is undoubtedly a booster to seize more shares and achieve greater leapfrogging.
