On July 8th, 'Precision Focus, Heli Qifei' Qiqiao 2018 Annual Marketing Summit was held in Ningbo. Gong Yinqi, Chairman of Ningbo Qishuai Electric Co., Ltd. started with 'Focus' and talked about the four major focuses.
Gong Yinqi, Chairman of Ningbo Qishuai Electric Appliance Co., Ltd.
'In 2018, Qi Shuai will focus on core resources and management, starting from the aspects of capital, talents, management, etc., focusing on the core resources of the company, making the business deeper and deeper, and building a comprehensive competitiveness of Qi Shuai.
In recent years, with a multi-dimensional focus, Qi Shuai has achieved a contrarian flight in the washing machine industry in slow cattle growth. Today, the introduction of Qi Shuai Focus 2.0 shows a new growth for Qi Shuai in an increasingly complex market environment. path.
Upgrade pulse consumption, build new kinetic energy
Every focus of Gong Yinqi's talks has set the trend of the current industry. Only by knowing enough about the market, can it be so transparent.
According to public data, in the first quarter of 2018, the retail sales of China's washing machine market reached 16.51 billion yuan, up 8.4% year-on-year; the retail volume was 8.224 million units, down 2.1% year-on-year.
Li Xuedong, General Manager of Ningbo Qishuai Electric Appliance Marketing
While the scale of the washing machine industry is growing slowly, the industry's Matthew effect is further strengthened. Consumption upgrade has become a new opportunity for the industry. The high-end roller is popular, and the washing and drying machine is hot, and the capacity is from 8 kg to 10 kg or even more.
Under such circumstances, Gong Yinqi proposed to focus on funds first, all funds are only for washing machines, not for other industry investment and operations. Almost all of the profits obtained each year are invested in capacity expansion, product development, brand investment, after-sales service, etc. Upgrade.
The 'resonance' of the two lines is also a point of concern for Gong Yinqi.
First of all, as a fundamental offline channel, the new year Qishuai will focus on core customers and support, in the channel development, network layout, terminal occupancy, terminalization, and open the 'Thousands of miles to build a benchmark customer' project.
For e-commerce companies that have become an industry that cannot be ignored, Qi Shuai will accelerate the pace of Internet transformation. In the future, the offline store will accelerate the transformation of experiential shopping malls, which will make the Internet a front-end for offline transactions, and also use offline experience to drive online. consumption.
'The line is the main, the line is the supplement. If the line has made the impact line, I would rather not do it.' Li Xuedong, general manager of Ningbo Qishuai Electric Marketing, stressed this.
In terms of brand building, Qi Shuai will also focus on the promotion of independent brands, tilting bigger, more and more powerful resources to independent brands, and make every effort to enhance the market position and competitiveness of independent brands.
Focus on consumption hotspots
In response to users' demand for large-capacity, high-end rollers and other new consumer products, Qi Shuai has released a number of new products: Double Ultrasonic Self-cleaning Series, 4D Color Series, 20kg Large Capacity Series, V8 Hyun Power Series, Xuan Jingang Series, Strong heat drying series.
New product debut
It is the focus of capital, products and technology. Qishuai has been able to achieve the focus of products and technology. Over the past 10 years, he has invested more than 20 million yuan in research and development funds every year, thus accelerating the iteration of new products, effectively meeting the new needs of users and winning the reputation of users. .
In the future, Qi Shuai will further develop around large-capacity products in product development, shifting to more than 8 kg, and increasing product development by more than 9 kg. At the same time, Qi Shuai will also increase segmentation, personalize washing machines, and tap products. Personalized features.
In terms of capacity expansion, in March of this year, the second branch of Ningbo Electric Co., Ltd., which covers an area of about 10,000 square meters, was officially started. This is the sixth production line and testing line built by Qi Shuai Electric, which is specially used to produce fully automatic washing machines. It is reported that after the official start of the second branch, it marks that Qi Shuai owns a complete production line from semi-automatic, fully automatic, roller and intelligent washing machine, and its production capacity will be greatly improved. Qishuai's strength and competitive advantage in washing machine manufacturing will be further strengthened.
Focus on core customers Drive sales structure optimization
'A taste of price, after-sales can not keep up, one dead road, e-commerce is not good.' Li Xuedong said more than once at the meeting that the price war is not sustainable, in his view, push up the sale, sell high value-added high profits Model is the last word.
How to push up the sale? The offline is the core.
meeting venue
On the one hand, Qishuai actively explored the channel network and established a huge marketing network covering 58,000 sales terminals nationwide. We launched a multi-channel combination, actively developing traditional wholesale channels, e-commerce channels, O2O channels, and shared service channels.
At the same time, the channel needs to be focused on the flowering. At the beginning of 2018, Li Xuedong combined with the current situation of the washing machine market, put forward the idea of 'precise focus, joint force and flying together', and formulated the marketing plan of 'Thousands of slashing swords - building benchmark customers and core terminals'.
Through careful choice and consistent with the corporate philosophy, we have always been advancing with Qishuai for a long time, and we have grown up with high-quality customers. Qishuai will not only be heavily inclined in resource investment, but also build with terminal customers at terminal outlets, terminal degeneration, meetings. Strategic cooperation in marketing, promotion and other aspects.
Brand promotion is also an intangible boost to pushing up sales. In this regard, Li Xuedong believes that it is still necessary to start from the product and achieve brand advancement.
'How to let consumers recognize us? Pull up the products, do the configuration well, do the functions well, enhance the experience, and in turn influence the customers by word of mouth. By attracting customers from the brand path through the improvement of product reputation and product value'.
In the current slowdown in the industry and the current fierce competition, enterprises can only achieve the core competitiveness of the 'upgrade', the transition, in order to gain a foothold in the industry, to win users, the industry needs more pragmatic and focused enterprises, only strategy Focus can form a synergy, Qi Shuai washing machine always pursues strategic focus and deep cultivation, and its future potential is worth looking forward to.
