The 2018 refrigeration year has gradually come to an end. Compared with the previous two years, the past year, whether it is the external environment or the market endogenous resources, has entered a relatively difficult space. Even so, the sales scale of Aux Air Conditioning Still achieved growth, and once again exceeded the industry average with an increase of more than 50%. On July 28th, at the AUX Super Run Red Racing and 8.1 Oaks Jingdong Super Brand Day Conference, Oaks faced media from across the country. , published the above data.
In fact, in the past three years, the sales volume of Oaks air conditioners in the domestic market has increased by 50% year-on-year. If the abundant external opportunities in the 2016 and 2017 markets provide ample growth momentum for Oaks air conditioners, then the growth in 2018 It is entirely a reflection of Oaks’ superior operational capabilities. Just like the buzzing racing activities in this event, not just marketing, from capacity expansion to manufacturing upgrades, from technology development to new product launches, from marketing models. From innovation to commercial expansion, Oaks is accelerating at every stage, and it is the fermentation that these changes have formed, which has allowed Oaks to increase by more than 50% for three consecutive years.
Product strength improvement is the foundation of growth
On July 28th, Oaks is about to unveil the new Oaks super-running air-conditioner pre-sold on the 8.1 Oaks Super Brand Day. This air conditioner with strong Ferrari elements is a new innovation in the product creation in recent years. The concentrated expression. In addition to the improved rapid cooling and heating performance, its gorgeous appearance technology is integrated into the modern home aesthetic, while also taking into account the intelligence and health needs.
Joining the Oaks Super Run Air Conditioner in the '8.1 Oaks Super Brand Day' is also the hang-up machine. Just like the listing rhythm of these two series of air conditioners, Oaks has never seen the launch speed of new products in its own history in the past few years, even It is also very rare in the entire air-conditioning industry. The Golden Man series, the Ming Yue Xia series, the Allure series! When the price of each product in the market has not been reduced, another new product will follow.
Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, said when attending the activities of Oaks on July 28: 'The result of their (Aux Air Conditioning) is that they value quality and value technology.'
The author also learned that around November this year, Aux Air Conditioning will have a number of new products entering the market. More importantly, Aux is not only the speed and pace of new products, but almost every one can become online Under the explosive products, the industry's long-awaited explosion mode has been vividly performed.
At the launching event, Aochen Home Appliances Group CEO Leng said: 'We have our mission to make products every year beyond the past. Only with such standards can we keep up with the speed of consumer upgrades. With consumer demand. '
The speed of marketing change behind Jingdong’s 15 billion annual goal
Now, Jingdong has become the largest commercial partner of Oaks Air Conditioning in the domestic market. The strategic choice of Oaks on the Internet business path, the e-commerce platform's own dividend release allows both parties to show rapid development in the past few years.
15 billion yuan - this is the sales scale target of Oaks on the Jingdong platform this year. 'I believe there is no problem with the target, and it is likely to be surpassed,' said Liu Jun, president of Jingdong Home Appliances Division, at the event on July 28. : 'In the past few years, we have cooperated with Oaks. It is the speed and passion of Jingdong. It has helped the two sides to always create a peak. In the past few years, Aux and Jingdong have achieved brilliant results. Just a short time ago, Oaks sales in Jingdong It is more than last year. '
Since the beginning of last year, together with Jingdong to open 'Super Brand Day', Oaks has been able to create a wave of market peaks at every online node. This year's 'Jingdong 618' Oaks has shown great in the entire air-conditioning industry. The leading position fully reflects the competitive position of its online leader. Whether it is fiery sales data or gorgeous growth, it is only an external appearance. On a deeper level, Oaks is in marketing mode, business model, production and sales model. The pace of change in product development models is accelerating.
This kind of marketing change also reveals the online channel. The original network batch mode of Oaks this year has allowed many companies to imitate the competition. The network approval allows Oaks to continue to strengthen its online leading edge and also let its online terminal network number. It has been comprehensively upgraded, which has made the circulation of Aux Air Conditioning in the domestic market more and more wide. Moreover, the efficient operation mode of online platform is also promoting the continuous improvement of online channels. As Liu Jun said: 'Jingdong will Sharing the advantages of all-round services such as big data, channels, and logistics to the entire home appliance industry, we also hope to drive the entire industry chain to empower partners and make the manufacturing industry and the economy surpass. This is more important than pure traffic and sales.
The speed of brand promotion and innovation makes Oaks closer to users.
The distance between Aux Air Conditioner and users is getting closer and closer. This is the core that can achieve more than 50% growth for three consecutive years. The e-commerce platform allows Oaks to directly face users, and the network batch mode shortens the channel link and draws closer to Oaks. The distance from the user. In terms of brand promotion, Aux's innovation speed is also accelerating, and the internal logic of Oaks' brand promotion innovation is to let the company's image and product integrate into the user's life.
As we all know, the current air-conditioning market is not only facing the macro trend of consumption upgrading, young, stylish, personalized, healthy, quality, function and scene segmentation, etc., making the pattern change of the air-conditioning market more diverse and complex. Especially after the younger generation of users became the dominant demand, the traditional brand promotion methods and methods gradually disappeared.
With Ouyang Nana as the pan-marketing endorsement, the product experience endorsement represented by Zheng Zheng has opened up a new vision of brand image communication in the air-conditioning industry. With fluorescent running, youth running, and micro-movie activities, the brand has been introduced into the youthful movement of the brand. The new connotation of fashion, in cooperation with the Ferrari Club, and the new hands of the multi-dimensional cross-border in the hands of the SCC Super-run Club... Every innovation is injecting new elements into the Oaks brand – Fashionable, more youthful, and more quality.
In fact, now the team of Oaks Air Conditioning is a very passionate and energetic young person. Through this joint exhibition with Jingdong and SCC Super Run Club, the Super Race Red Racing and 8.1 Oaks Jingdong Super Brand Day is released. 'Events, Aux Air Conditioning is not just a product and event presentation for the '8.1 Oaks Jingdong Super Brand Day', but also conveys another meaning, that is, Oaks will continue to run, and is 'run faster, run even more Far away.
