'This year is only the first year of our three major categories of cooperation. It is also the first year of our company's air-conditioner production. Next year, we will be more familiar with the industry, more understanding of the products, production will be more mature, and the opportunities behind will be even greater. We are convinced that the growth of our air conditioners will exceed 50% next year. The theme of Hankook Group President Shen Kaifeng held on July 25th is 'New Pattern, New Speed'. The 2018 Annual Washing Machine and Kitchen Opening Ceremony of Hankook Group is from the whole country. More than 500 agents have clearly explained the confidence in the development of air conditioners, but the main character of the ceremony is the washing machine.

In the past year, Hanwon achieved overall growth in large white goods such as air conditioners, refrigerators, washing machines, etc., which has built a good pattern for its diversified development in the field of home appliances. The washing machine broke through 1 million units for the first time, which drove the overall sales scale of washing machines to nearly 2 million units. In 2017, the coordinated development and integrated operation mode enabled Handian to achieve breakthroughs in a relatively unfavorable environment. Further upgrades in technology, services, manufacturing, distribution, etc. will drive Hankook to build a value chain system that is comparable to the first-line brand.

President of Hankook Group Shen Kaifeng

Overall growth of white goods

The survival and development environment of home appliance enterprises has not been substantially improved in the past year. The prices of key raw materials are still at a high level. The endogenous resources in the market are still very scarce, but in the macro context of consumption upgrading, the structure Even the space is even bigger. Even so, the sales of Hankook in the refrigerator, washing machine, air conditioner, freezer and so on in 2017 showed a good overall growth situation.

Shen Kaifeng revealed at the meeting that in 2017, Hankook’s sales of refrigerator products increased by 15%, and the overall scale exceeded 3 million units; air conditioners increased by 100%, and shipments from January to July this year were 50. More than 10,000 units, of which the monthly shipments reached 100,000 units in May; the washing machine is also a good trend, with an overall increase of 50% in the previous year, especially the automatic washing machine has grown by a million in one size. In Taiwan, it is expected to jump to 2 million units in 2018. In addition, in the refrigerator products, Hankook once faced the pressure of out of supply.

Han Wei washing machine marketing director Liu Weiwei

More importantly, under the condition that the price of raw materials tends to be stable and the cost of black and white materials goes down, the quality of Hanwha's business operations has been effectively improved. Moreover, the collaborative development model of empty ice washing, the channel resources for Handian There is more room for resource integration in the circulation system and product technology platform.

At present, the overall scale of Hankook's products on white goods has reached a historic peak. A key factor in achieving such a brilliant performance is that it spares no effort in its products. Shen Kaifeng also said: 'We have done the most this year. The thing is to grasp the quality, further improve the quality; improve the product line and further enhance the product competitiveness'. The investment in these aspects will also determine the extent of the large-scale development of the Han Dynasty.

Washing machine opens a new pattern

The term 'new pattern' in the theme of the ceremony actually has multiple meanings. In 2017, while the scale of the enterprise broke through the history, the white-and-white products showed a good pattern of progressing together. The Korean electric brand has strengthened the domestic appliances driven by such performance. The status of the competitive landscape in the market, and its washing machine products hit a record high of 1.15 million sets of fully automatic washing machines, which also opened up a new development pattern.

Liu Weiwei, director of Hankook washing machine marketing, said: 'In my opinion, the pattern is an attitude, a learning attitude'. So, 'learning from e-commerce, learning from Internet companies, learning from people around' has become Han Electric washing machine expansion pattern landing method.

However, the market is still the core yardstick for testing enterprises. Compared with earlier, the demand and product structure of the domestic washing machine market have undergone major changes. On the one hand, the user group has shifted to the younger generation, personalized and segmented demand. The trend is on the rise, and healthy products are also popular. On the other hand, quality, high-end, high-capacity, washing and baking integration are leading the re-upgrading of product structure.

Faced with such a situation, Liu Weiwei said that Hanwon will invest in a series of ultra-low special machines including 7 kilograms and 8 kilograms of capacity in the channel market; and invest resources to strengthen terminal sampling and plan to invest in 1,500 terminal image stores. Further strengthen the terminal purchase experience. In addition, strengthening the end customer product turnover efficiency will also be an effective marketing measure for Hankook washing machines. In Liu Weiwei's view, the brand manager should be transformed into a promotion manager. Only in this way can the agent be better served. Merchants and distributors.

Last year, there was a phenomenon in the sales of Hanwon washing machine market, which provided guidance for the change of the product pattern in the later stage. The overall product shipment of the offline automatic washing machine increased by 47%, and the shipment of the model of 8 kg or more increased by 200%. %, because, because of the competitiveness of the product upgraded around the structure, it will also be the evolution direction of Handian washing machine.

Products should be upgraded to the first-line brand

As mentioned by Shen Kaifeng, in recent years, Hankook’s investment in and innovation in products has been strengthened as never before. In fact, with the intensification of market supply and demand conflicts and the stability of the channel competition pattern, the washing machine industry and the domestic market The focus of competition has been concentrated on products, and the degree of construction of each company's competitive advantage will also determine the changes in its competitive position in the market.

For the development and planning of the later products, Wang Yusheng, chief engineer of Handian washing machine, talked more specifically. He said at the meeting that in 2018, Hanwon washing machine will be subdivided into products to meet the diversified needs of users. The function is serialized into a new model, to do the details, to do the quality, to do extra points and to create a brand with the product as a new idea, to develop products that are not washed with water is a new direction.

All efforts have a core, that is, the products of Hankook washing machine should be upgraded to the first-line brand. The existing product lineup of Hanwon Washing Machine has already had outstanding differentiation advantages in similar brands, and is specially designed for mother and baby. The high-temperature washing washing machine, the fully automatic product with the function of penetrating washing in the space capsule, etc., have been highly recognized by the channel and the user. On this basis, the author also learned that Hankang will develop high-capacity high-end washing machine products, and Will be serialized on the frequency conversion function, and technical upgrades on the washing and drying machine products.

The time for Handian to enter the washing machine industry is not too long. It was only in 2011 after the home appliance went to the countryside. The industry and market environment were relatively bad. The production and sales scale achieved in the first year was only It is about 50,000 units. That is, in just seven years, Hanwon has achieved a 40-fold increase in sales on washing machine products. This speed has also verified its products, marketing, channels, etc. from another aspect. Competitive advantage in terms of.

Wang Yusheng said that Handian has a feeling that it is to 'make bigger, stronger, and brand'. This kind of sentiment also determines Hankook's unswerving resource investment in products, and has always been persistent product and technological innovation. It is driving the Handian brand closer to the first-line camp. Perhaps, soon after, Hanwon's sales in air conditioners, refrigerators, washing machines, freezers and other large white products will reach 10 million units.