In the past month or so, Konka White has been a happy event. After acquiring Xinfei Electric Appliance for 455 million yuan, on July 11, the theme of 'AI Health, Good Speed, New Flying' 2018 Konka White The strategy conference and washing machine product tasting will be held in the beautiful Qiandao Lake. Zhang Zhongjun, the general manager of Konka White Power Division, has faced hundreds of merchants from all over the country and explained the future development plan of Konka Baidian.
From the acquisition of Xinfei Electric as a whole, we can see that Konka is in the field of white goods. In fact, in recent years, while the entire home appliance industry has experienced a slow development pattern, Konka White has performed its flaming market performance. Behind this, it is the continuous advancement and upgrading of product innovation, technology research and development, intelligent manufacturing, business layout and so on.
Zhang Zhongjun, General Manager of Konka White Power Division
Konka White's three-step strategic layout
In late May of this year, Konka Group announced the grand plan of 'five hundred billion yuan'. The platform-based company driven by consumer electronics companies to technological innovation has also become a new strategic positioning of Konka, implementing mixed ownership reform and creating The new industry runway, upgrading the existing business development strategy, the white power business unit in the huge industrial layout of Konka Group has a broader path of travel.
Zhang Zhongjun, general manager of Konka White Goods Business Unit, said at the meeting on July 11th: 'White Power is the core industry module that the Group is striving to build. It shoulders the historical mission of business expansion. We will adopt system reform and shareholding plan. Mergers and acquisitions, etc., to expand the white power map, 'to achieve a total acquisition of Xinfei with a huge investment of 455 million yuan, it seems a bit sudden, but inside Konka, this is actually a horizontal, vertical business integration around the main business. A basic means, which is in line with the original intention of making big and strong Konka white goods.
It is worth mentioning that, as early as many years ago, Konka White has a detailed stage layout for its own goal of 10 billion. The years before 2017 are its strategic recovery phase. During this cycle, Konka White has achieved Infiltration of the market for refrigerators, washing machines, freezers, air conditioners, etc.; from 2017 to 2021 is the strategic rise of Konka White, ensuring a compound annual growth rate of 15-30%, and achieving sales revenue of 10 billion yuan in 2021. Independent IPO is the segmentation goal in this phase.
Yu Qinxue, Vice Premier of Konka White Power Division
Since 2021, Konka White has entered a stage of strategic expansion, 'gradually becoming a first-class, multi-category, multi-brand white goods manufacturer and service provider in the industry,' has become a strategic expansion. The direction is, Zhang Zhongjun also mentioned: 'The goal of Konka White is to become the industry leading brand of healthy white electricity.'
Nowadays, Konka White Power has indeed shown a strong growth momentum. The author learned from the meeting on July 11 that the market sales of Konka White Power increased by more than 30% in the first half of this year, among which washing machines and air conditioners were realized. The geometric growth. These have given them the top five in the refrigerator industry in the refrigerator industry in 2021, and the air-conditioning and washing machine fields have entered the top eight in the industry.
Multi-dimensional upgrade Resolutely implement product leadership strategy
Almost no one in the outside world knows that in 2017, Konka White's investment in technical products exceeded the sum of the previous five years, which is why Konka was able to innovate the technology of “food worry-free” and its corresponding products. At the tasting, Konka's Yuxi series of drum washing machines, Kmini series products and MINI8 series capsule washing machines that redefine small object washing methods shined. Without sufficient investment in product innovation and technology research, it is impossible to achieve in the next two years. New products, new technologies are unveiled.
In the interview, Zhang Zhongjun also told the author: 'Product leadership is our most fundamental strategy. We must resolutely implement the product leadership strategy, ' around the essential functions of white goods, experience and service, Konka in health and intelligence On the main axis, he provided a perfect solution for the pain point resolution and quality life of the consumer. In the half-hour speech of Zhang Zhongjun at the meeting, he explained the leading product of Konka Baidian in nearly 10 minutes. Strategy, by exploring differentiated products and market segmentation opportunities, researching and developing modularized serialization, building technological innovation and pre-research systems, high-quality products, and comprehensive expansion of IoT smart homes, etc. An upgrade in an enterprise dimension.
Konka White Power Sets Million Advance Debt Fund
The product is an aspect of the overall upgrade of Konka White. In addition to resources for product upgrades and technological innovations, Konka has no investment in smart manufacturing. Last year, only the investment in manufacturing equipment exceeded 60 million yuan. In August, Konka's smart factory won the certificate of the integration of the Ministry of Industry and Information Technology. In March this year, the high-end smart washing machine factory invested by Konka White Power was put into production, and the self-made manufacturing layout was realized in the washing machine industry. Zhang Zhongjun also The author disclosed that in the later stage, the self-manufacturing of air-conditioning products should be completed through the means including capital acquisition.
Compared with the manufacturing upgrade, the external extension of the brand upgrade may be more obvious, especially after the new flight is embraced, the dual brand pattern of 'Kangjia + Xinfei' has been fully revealed. In this regard, General Manager Zhang Zhongjun said: 'The acquisition of Xinfei will help us expand our new business in the field of white electricity, which is conducive to our coordinated development. It also promotes the rapid growth of Konka White and the new take-off of the new brand.'
From a deeper perspective, Konka's H+ concept of family, happiness and health has further enriched the connotation of Konka brand while achieving the focus of brand positioning. Deputy General Manager of Konka White Power Division responsible for domestic marketing Diligence also mentioned at this conference that strengthening brand and online marketing and marketing activities, etc. is also a way to promote brand upgrade.
In terms of channel upgrades, cultivating high-quality agents to give full play to channel advantages, flattening access management to shorten the distance between factories and users, and promoting the coverage of terminal networks in the basic market have become Konka's realization of online and offline wings. The important content. At the meeting on July 11th, Konka Baidian’s first million yuan advance payment fund entered the industry vision, which reflected the integration advantages of Konka Group’s investment finance business group and Kangjia Baidian. An important measure to achieve service upgrades.
New opportunities in the new industrial environment
Yu Qinxue has a good understanding of the current competitive landscape in the domestic white goods market. As he has said, the impact of e-commerce on offline channels, there is no bottom line price war, no terminal performance, no big brand investment. The reduction in area and so on have become the problems faced by white power manufacturers, but in such a harsh industrial environment, Konka White Power is also faced with rich opportunities and huge leaps.
According to the data provided by Aowei Cloud, the demand for large-volume refrigerator products is increasing, the demand for high-end washing machines brought by washing and drying is increasing, and the market share of frequency conversion and energy-efficient air conditioners is rising. Provides ample market sales growth momentum.
Especially after the mobile Internet and the Internet of Things have formed a huge deconstruction effect on the business model, product development model and consumer demand model of the industry, the traditional methods and methods have been invalidated. This in turn provides opportunities for enterprises with innovative capabilities to bend overtaking. .
In this regard, Yu Qinxue proposed that Konka White will adhere to the smart health line, adhere to the continuous investment of technology and resolve the differences in consumer pain points, and lay out a series of future products, and realize the strategy of focusing on profit and focus. A breakthrough in market sales and business development.
The 'Yuyu' series drum washing machine recommended by the meeting is the representative of the above strategy. This 11kg roller that can be air-washed and integrated is highly sought after by the participating merchants. Konka White Through the innovative marketing method of 'Picking', this model has achieved nearly 10,000 orders on the 11th.
It can be seen from the heat in the channel field of the 'Yuyu' series of drum washing machines that the contradiction between supply and demand in the current white electricity field is not completely scarce of demand resources, and to a greater extent, the mismatch between enterprise supply and user demand. It is the dislocation of industrial manufacturing and commercial channels in product circulation. When there are more and more products like the '玉玺' series in the later stage, when the future is similar to the innovative technology like 'food worry-free', Kang Jiabai The lead and rise of electricity seems to be a matter of course.
