In 2018, it is a landmark year for Hankook. Not only does Hankook Air Conditioning achieve its own production in this year, but also promotes the diversified layout of Hanwha Electric Power, and the first year of the cooperation between Hanwon Group and Air Ice Group. After obtaining the best growth data over the years, Shen Kaifeng, president of Hankook Group, held the theme of 'New Pattern, New Speed' on July 25th. Hanwon Group's washing machine kitchen and bathroom opening ceremony disclosed that it is undoubtedly Hanwha in 2018. In the bumper harvest year, the data of the empty ice wash reached a record high, especially for the washing machine category, which has increased by 50% year-on-year, and is expected to reach 2 million units in 2018.
Adding products to enhance the brand's new pattern
Standing on the new pattern of two million units, Han Wei washing machine marketing director Liu Weiwei said on the spot, in 2017, the overall growth of Handian channel automatic shipments reached 47%, especially the large-capacity products above 8 kg increased by 200%. %, the future Hankook washing machine products will be equipped with new ideas, models and ideas, to meet the diversified needs of users through product segmentation, and continue to add washing machine products to enrich the lineup of Hankook washing machines.
For example, Hanwon has recently launched a high-temperature brewing product specially designed for mothers and children. This product is positioned as the second washing machine for the family. It is mainly used for urban single white-collar workers, maternal and child groups and rental apartments. This product uses 4.5 kg. Capacity, sleek and simple appearance, for the subdivision washing field, not only 90 °C high temperature cooking to solve the mother and baby disinfection needs, but also can achieve 60 ° C, 30 ° C washing, to meet the different needs of jacket and internal laundry sterilization.
In the face of the current large capacity of the washing machine market, the popularity of frequency conversion drums, the rapid development of washing and drying machines and dryers, Hankook washing machines also disclosed the future development direction at the conference site, namely, the development of large-capacity high-end washing machines, and the realization of frequency conversion products. The serialization, and the grasp of the washing machine dryer, through the competitive products, showcase the new pattern of Han electric washing machine, and lay a solid foundation for the Korean electric brand to upgrade again.
Deepen multiple layouts, empower new channels
Hanwha Group’s first brand day event held on June 16th achieved sales of 10 million yuan in 14 hours. The new speed of Hankook is evident. Liu Weiwei said that the new speed of Hankook will continue to be reflected in the channel. In the new year, we will not only invest 5-8 kilograms of special machines in the channel, but also protect the channels under the Korean electric wire from the impact of e-commerce. At the same time, we plan to invest in 1,500 terminal image stores to further strengthen the terminal shopping scene and strengthen the middle and high-end channels. In addition, the brand manager will be transformed into a promotion manager to better serve the agents and improve the efficiency of the end customer product turnover.
Obviously, the complete industry chain of Hanwon brand's empty ice wash will bring more flexible operation mode to the channel, not only let the channel have sales in the peak season, but also in anti-risk ability, cost sharing or profitability. As Shen Kaifeng said, the advantages of the online platform in 2018 are no longer obvious, and the offline channels are beginning to pick up. With the upgrading of rural home appliances to the countryside, the new year has the tradition of supporting large white electricity. Channel growth is expected.
The number of Hankook washing machines from less than 50,000 units in 2011 has reached 1.15 million automatic breaks in 2017 and 2 million units in 2018. The high-speed growth has pushed the Korean electric washing machine into a new development process, in 2018. In the first year of the launch of Hankook's Great White Power strategy, it has achieved amazing results in the industry. With the deepening synergy of Handian's large white power grid layout, the development of washing machines will be accelerated.
