In the 2018 cold year, the air-conditioning market is about to come to an end. The battles of major brands in the market will also be fixed. However, Oaks has no intention of stopping. Recently, it has suddenly accelerated its actions and once again launched its online market. The goal of selling over 15 billion yuan.
It is worth noting that in the past two years, Oaks' performance has grown by leaps and bounds, mainly due to the growth of online revenue. Recently, it has announced that it will vigorously expand the layout of online channels, changing the online and offline ratio to 7: 3. This means that more than 70% of the air conditioners of Oaks will be sold online. For the practice of Oaks, the outside world is different.
Industry analysts believe that: 'Ox is weak, less investment in innovation, and frequently fall into patent disputes. If Oaks relies too much on online, ignores offline channels and after-sales service system, its high growth will be difficult to sustain.'
Previously, Zheng Jianjiang, Chairman of the Oaks Group, proposed that by 2020, Oaks will achieve the revenue target of “100 billion yuan market value, 100 billion yuan revenue, and 10 billion yuan profit.” For Oaks, it maintains a steady improvement in its performance. The explosive growth of a moment is perhaps more important.
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Following the attention of the previous patent defeat incident, Oaks announced that it will adjust the online and offline ratio of the channel to 7:3, which also triggered heated discussion.
Liu Buchen, an analyst in the home appliance industry, said: 'In the past few years, although Oaks has continued to exert its strength in the air-conditioning industry, it has always been difficult to enter the first echelon. If Oaks wants to make a breakthrough in the market, it must go online to the offline. The marketing approach that uses resources to tilt the line excessively will lead to rapid growth on the line, but it is unsustainable. If you rely on a single line and walk on one leg, Oaks will have difficulty forming a healthy revenue system.
Data show that in 2017, the total sales volume and domestic sales of Oaks air conditioners increased by 53.01% and 57.85%, respectively. The rapid rise of e-commerce channel is the main reason for the obvious increase of Oaks market share.
Marketing expert Hong Shibin believes: 'At present, in the air-conditioning industry, offline is a highly competitive field, oligopoly, other companies have little room for growth, and online may become an opportunity for Oaks. In the past few years, Oaks will focus on the main attack Online, is the performance of survival in the cracks. '
'At present, Oaks will focus on the online, the offline resources are seriously lacking. This kind of sword is biased towards the younger group, but it has lost a considerable part of the mainstream market. At the same time, Aux has increased sales in recent years. , mainly relying on the high cost performance of low-end products, and its investment in research and development is very limited. 'Industry analysts believe.
Because of frequent price wars, Oaks is known in the industry as a 'price killer'. However, for many years, innovation has been considered by the outside world to be its shortcomings.
Previously, due to patent infringement, Oaks was caught in a lawsuit. In April this year, in the case of Gree suing Oaks for infringing utility model patents, the Guangzhou Intellectual Property Court declared that it had constituted a patent infringement against Gree and opened it. A total of 46 million yuan in price penalties. It is understood that this is the highest record of patent infringement compensation in the home appliance industry. In recent years, Aux has been repeatedly courted by lawsuits for patent infringement.
According to the data, only in the short period of two years from 2016 to 2018, Gree and Midea repeatedly claimed that Oaks air-conditioning 'damage utility model patents', etc., won 12 times and 14 times respectively. In related litigation, except Gree A few of the US automatically withdrew their complaints, and Oaks almost lost the case. The patent became the pain point of Oaks for many years and was questioned by the industry.
Liu Buchen believes: 'From the Oaks losing case, it is obvious that there is a lack of publicity and research and development. Previously, Oaks has not invested enough in R&D, which has made it difficult to open up the market in the market. Although Oaks has now made its performance explosive growth through online, If it does not enhance R&D capabilities, the development momentum will still be insufficient. This growth will only be temporary. In the air-conditioning industry, price shopping is no longer the focus, and patents are the core of competition for air-conditioning companies. Oaks, who has few achievements, will face a more difficult situation in the future. '
How to diversify the road to transformation?
4. In terms of diversity, Oaks is undoubtedly an enthusiast.
However, Oaks also handed over a large amount of tuition fees for its diversification, such as cars, mobile phones and other projects. A year ago, Oaks entered the automotive market, but the good times did not last long. In less than a year, Oaks announced its withdrawal from the automobile market due to funding and other issues. And its car dealership is also mysteriously missing. This investment, let Oaks lost tens of millions of yuan.
However, since then, Oaks is still enjoying the diversified road. After many years of layout, Oaks's industry has spread all over the world, such as home appliances, mobile phones, electricity, medical, real estate, finance, etc. However, its small appliances and other products have repeatedly blackened. List, quality problems frequently. Among them, some models of Oaks have also been forced to withdraw from the Beijing market due to quality problems.
'Ox's approach to marketing and driving performance has been radical, and blind diversification has cost it a lot in rapid expansion. For Oaks, which is looking for transformation and the pursuit of scale, clearing the path of diversification and improving itself The ability to innovate is even more important.' The analyst said.