In August 2018, when many air-conditioning brands were still worried about the poor environment for the opening of the new cold year, Oaks had already held a 'net approval meeting' in more than 20 provinces and four municipalities. The practice has proved that the “net batch mode” proposed by the chairman of the Oaks Group, Zheng Jianjiang, has achieved a staged success and won the strong recognition and support of the dealers.
Industry experts laughed and said: 'Maybe the National Dealer Dealer Conference when it opened last year is the last traditional opening meeting of Oaks.'
Oaks August 'Network Approval Conference' Hangzhou Conference Hall
The hour hand goes back one year back - October 27, 2017, on the day of the launch of the new intelligent factory of Aux Air Conditioning, faced with thousands of agents, dealers, the president of Aux Home Appliances Group, Leng Yan solemnly asked: 'Internet What changed us in the end? In the face of the fact that the clerk has more customers than the customer, what should our dealers do?'
For a moment, the "Electrical" reporter can see that the dealers in the audience have solidified their expressions. This is a series of questions that Oaks has raised, or that is, Oaks's eager call for dealers to transform with them. After that, Aux Air Conditioning opened another year of 'Flying Rapids', and at the same time, it achieved great performance and began to make drastic 'depth changes'.
Now, how is Oaks air conditioner done?
Deepen Internet thinking, performance continues to improve
Looking back, Zheng Jianjiang proposed the 'Internet Transformation' to Oaks Air Conditioner a few years ago, not only in the full air-conditioning industry, but also made Oaks enjoy the growth dividend along with the rapid development of e-commerce channels. After a successful position, it was able to further transform into a new model.
In the 2017 cold year, Oaks, which is still limited by capacity constraints, has further improved its production capacity and sales after the launch of the new smart factory in the 2018 cold year. The reason is that on the one hand, the channel is further developed on the line, on the other hand, the Oaks is on the other hand. Gradually tap the new value of the offline market.
It is understood that in the 2018 cold year, Oaks air-conditioner sales of 9.12 million sets, a year-on-year growth rate of 40.05%; export sales of 4.45 million sets, a year-on-year growth rate of 15.36%. Both domestic and foreign sales growth rate is much higher than the industry average, more than 13 million units of sales The total amount also further consolidates the market position of the first group of air-conditioning industry.
It is worth mentioning that even though the growth rate of the air-conditioner online market has slowed down a lot, the performance of Oaks Online is still outstanding. From January to August 2018, the sales volume and sales of the online market in the Oaks are still ranked first in the industry. 3. Only one platform of Jingdong, Oaks plans to achieve a sales revenue target of 15 billion yuan in 2018.
In fact, as the explosive growth of e-commerce has gradually become history, the relative dividend of e-commerce channels is disappearing, but Oaks, who has been deeply cultivating Internet channels for many years, has developed a number of new Internets such as 'AUX Super Run' Jingdong Super Brand Day. Channel play, further lead the trend of air-conditioning e-commerce market.
Optimize internal management, improve the quality strategy
Aux Air Conditioning executives have made it clear that since the Internet era is first explored and the value of Internet marketing is deeply explored, product power is the most important support. Without quality products, quality instability will lead to a decline in Internet market reputation. On the contrary, relying on innovation to manufacture quality products and relying on management to ensure quality will make products get blessed by Internet factors. One of the important reasons for offline dealers' popularity in Aux Air Conditioning in the past year is also the Oaks products in the e-commerce market. Excellent rate of praise.
Aux said that in recent years, Oaks has invested more than 3 billion yuan in 'quality, innovation and efficiency', and finally landed on product strength, so that 'good products will automatically run,' which is also the 'technical marketing' advocated by Oaks. Product talk. The excellent strategy of Aux Air Conditioning, clearly focusing on innovation as the soul, implanting innovation into all aspects of enterprise development, becoming the biggest driving force for Oaks to break through itself in the Internet era and subvert the tradition; focus on quality as the cornerstone, as a manufacturing enterprise In the era of the Internet, the biggest driving force continues to lead. In addition to excellent product strength, quality also includes technological innovation, marketing, user experience and other aspects, with high quality as the core, truly open the link between enterprises and users, and build an efficient Internet. The platform and system. 'Because of this, it also allowed Oaks to embark on the mainstream channel of 'industrial transformation, consumption upgrading, quality improvement' in the first place.'
It is worth mentioning that, according to the strategic thinking of Oaks, the new smart factory officially put into operation in the cold year of 2018 is not only to expand the capacity, but to further improve the efficiency of the air-conditioning manufacturing of Oaks, improve the quality management level, and improve The process level made further attempts to set a benchmark. Aux said that after the new plant was put into production, the delivery period of the Aux air conditioner was shortened by 30% and the efficiency was increased by 30%. As a result, Oaks will further strengthen automation, information equipment and management. Improve, improve efficiency, reduce the period, reduce costs, enhance market competitiveness, and achieve cost leadership.
Under the continuous persistence of the boutique strategy, Aox's research and development has produced great results, and most of the products that have appeared have become hot-selling products. In this regard, Aux said that in recent years, consumers' demand for air conditioners has been upgraded to pursue energy-saving and comfortable. , intelligent, health and other higher levels, such as more energy-saving, indoor temperature stability, no wind, intelligent control, health sterilization, etc. In response to these changes, Aux is based on customer demand as the highest standard, continuously through independent research and development, technological innovation , develop a variety of new features to meet consumer demand for personalized air conditioning products. For example, inverter air conditioners achieve precise temperature control, new air ducts to achieve cooling when the cold wind does not blow people, remote WIFI, automatic washing high temperature sterilization.
Subvert the traditional channels and open up new paths
Looking back, in the 2018 cold year, Oaks called for dealers to transform together, Oaks' marketing transformation layout has already revealed. The full development of e-commerce channels is only the beginning, when the e-commerce channel rises in the air-conditioning market and becomes the first air-conditioning on the line. After the brand, Oaks relies on the excellent performance and product strength of the online market to retreat to the offline market, relying on the e-commerce channel to step down and tap the offline space, and then influence the traditional dealers through the Internet thinking. After everything is ready, Oaks creates no need to act. The company's 'factory direct supply' model calls for dealers, outlets to gather together to achieve direct connection with the factory network, and Oaks named the conference as 'net batch conference'.
Oaks August 'network approval meeting' Ningbo venue dealers competing to fight
The insiders of Aux Air Conditioning once told the reporter of "Electrical Appliances": 'At the beginning we are worried that the new model of the conference is not popular enough or the return is not good, but the facts completely eliminate this concern.'
Aux said that Aux's original 'Network Approval Conference' innovative marketing model, compared with the traditional distribution agency model, has carried out a series of innovative measures from operation to supply, fully simplifying and optimizing the channels, and letting the previous channel profit To dealers, improve dealer turnover, shorten the distance between factories and consumers, and further close to consumers, protect consumer rights.
Aux's new network batch mode has really been welcomed by many dealers. It is understood that the number of terminal networks under the Oaks line has been rapidly expanded and comprehensively improved during the half year of the implementation of the 'net batch', 8 years before 2018. In the month, Oaks’s offline scale has exceeded last year’s full year, and the number of networks has doubled. The retail window of sales of Oaks is increasing. Starting in the second half of 2018, Oaks’s network approval conference is larger, covering 21 provinces nationwide. And 4 municipalities, attracting more than 20,000 dealers to participate, the new cold year opening and closing volume increased by 50% year-on-year. Oaks expects that at the end of 2018, the overall offline scale can be doubled - Oaks successfully passed the offline strategy of independent development, In the case of huge pressure on the air-conditioning business under the market, it has brought tangible new growth points.
It is worth mentioning that, looking back on the development process of the air-conditioning industry in the past years, before the last air-conditioning market was cold, Aux was first in the industry to carry out a full-scale Internet transformation, and then with the excellent performance of the e-commerce market, successfully grabbed the first place. Group camp; 2019 cold year air conditioning market once again encountered tremendous pressure, Oaks once again in the industry to carry out new retail channel changes, at the best time to explore the value of the offline market.
So go one step further, in the expectation that the air-conditioning industry is about to face the ceiling, what will Oaks do before the times?