From smart home to smart manufacturing, from product leadership, efficiency drive, global operation to human-machine new generation, Midea Group has built a complete set of strategic systems, but the most fundamental strategy is still product innovation. The conclusion is not the author. Fang Hongbo, chairman of Midea Group, said in a number of public occasions that if the United States has a unique strategy, then it is the creation of a competitive advantage.
This kind of strategic planning has been fully reflected in the US home air conditioning business unit. As we all know, compared with 2016 and 2017, the 2018 refrigeration year of China's air-conditioning industry, whether it is the survival and development environment or the market sales situation, appears to Unsatisfactory, even so, the production and sales of US air conditioners still achieved a growth of about 30%. The core reason for this achievement is its continuous improvement in product innovation.
Beautiful love in the windless music tour
No wind feeling new product iteration
On August 19, 2018, Midea Air Conditioning released a new product for the 2019 freezing year in Guangzhou, namely the 'Windtalker Windless Series'. When the US launched the Comfort Star Hanger almost two years ago, it was almost No one can realize that the wind-free comfort function has become the key word for the competitiveness of the current air-conditioning industry.
In the past year, Midea has conducted several iterations and product expansions for windless air conditioners. Since the comfort star hangs in 2017 has received good response in the market, it entered the early 2018, and the new products of comfortable star cabinets were put on the market. The windless series has achieved full coverage in the household air-conditioner category. Nowadays, the beauty air-conditioning comfort star has four models of hanging machines and more than ten models. The newly listed 'wind-talker's airless air conditioner' layout Two hanging machines and one cabinet.
It didn’t take long for the beautiful windless listing to attract the participants of the industry to follow suit. Although many brands and companies have the corresponding products in the soft air supply function, the US air conditioner has the first in this kind of products. 1. Advantages, technical barriers, market size in the short term allows imitators to look back.
The windless air conditioner can become an industry phenomenon in the past two years, and it also reflects the driving effect of home appliance enterprises on the product development and innovation in the market development, and it also reflects the creative effect of technological innovation on market demand.
Brand rejuvenation under the loose circle marketing strategy
The characteristics of an era are always determined by the collective personality of a mainstream group, and the loose circle is the definition of exclusive communication after the '90s', which means that the circle is detached, neither close nor alienated. The advantages of using the circle, including The sense of belonging, security, etc., and never accept the constraints of the circle. It is well known that the younger generation of consumer groups represented by the 90s are becoming the market demand, and the brand communication and product output for this group also determines The future of the business.
Midea's air-conditioner has launched a pioneering marketing strategy for the younger generation of users after the 90s, that is, through the seven dimensions of sports, music, movies, animation, e-sports, art and literature, and the activities and content that are popular after 90s. , incorporating the beauty of the air conditioning brand image and product elements.
A series of micro-movies with a theme of 'no wind, no emotion', with a total click volume of more than 18 million, received a good response in the younger generation of audiences; original music collection with the theme of no wind The number of hits in the event reached hundreds of millions of times, and offline interactive activities were held in Guangzhou, Chongqing, Wuhan, Nanjing, Beijing, etc. Since last year, the Guangzhou, Chongqing and Wuhan marathon events can be seen in the United States. Air-conditioned figure, not only that, but the US air-conditioning also cooperates with local customers to carry out urban hot running.
Of course, there are also Mickey series children's air conditioners launched in cooperation with Disney, products integrated into Marvel's heroic image, and the expansion of the animation field with the US bear as the independent IP. The king's hegemony competition held last year and the high-efficiency e-sports goddess hegemony held this year. The game...the air conditioning of the United States has never been the gesture and the huge investment to fully embrace the younger generation of users represented by the 90s. This is in line with the new consumption situation and market environment, and is also promoting the brand of the US air conditioner. The direction of youth is evolving.
Building an endogenous growth model
From the continuous iterative upgrade of the windless air conditioner for two consecutive years and the continuous expansion of the marketing model of the loose circle marketing, it can be seen that Midea's air conditioner has developed a unique development path in the current domestic market. The above is to create an endogenous growth model that the entire industry is looking forward to.
As early as almost two years ago, Midea Air Conditioning began to rhythmically abandon the traditional large-scale distribution of traditional production and marketing methods, and promote the circulation of products in the domestic market with 'T+3'. This innovative measure has greatly improved. 1. Midea air conditioner product circulation, channel circulation, terminal retail, capital utilization efficiency.
At the same time, relocate the various sales companies distributed throughout the country, reorganize the traditional agents, promote the transformation of the original sales company and agent status, roles, functions, and concentrate all resources and energy to the terminal. Both the sales company and the original agent have assumed the functions of the terminal service provider. Taking the terminal as the traction and driving the circulation of product resources has become the core idea of the expansion of the US air conditioner in the domestic market in recent years, and the logic behind it is User-oriented. In fact, the birth and iteration of the comfort star air conditioner has already reflected the user orientation of the US air conditioner, and the function of the product must be subject to the user's real experience.
Who can get the support of the younger generation of consumers, who can better grasp the future development trend, all the behaviors of the US air-conditioning are based on the young user group as the basic orientation, but also strive to build the brand And products are fundamental endogenous growth patterns.
