The explosive growth of the air-conditioning market in 2017 led to the excessive release of consumer demand. In 2018, due to the adverse conditions of rising raw materials and the downturn of the real estate market, the growth rate of the air-conditioning market slowed down and the industry entered a weak cycle. According to Zhongyikang Week 33 Data show that since August, the air-conditioning retail industry has increased by -4.2% year-on-year, while Haier air-conditioners have grown by more than 10%.
In the context of slowing industry growth, Haier has used a '1 basin of water', '1 vehicle', and 60,000 family communities to weave a strong competitive contact network covering the needs of users across the country. There is temperature interaction. According to Haier's semi-annual report, Haier's air-conditioning revenue has risen by 25% against the trend, which is inseparable from the support of its contact network.
Township needs of 1 basin of water interaction: Shenyang air-conditioning cleaning service into the township
In recent years, China's rural areas have shown great economic vitality, the rising prices of raw materials such as grain and oil, and the growing development of township industries have promoted the continuous increase of farmers' incomes. The consumption potential of rural markets is huge. Haier is the first in the Internet of Things era. Brand, the first step is to 'interact' with the user.
Nantai Town, Anshan, as a pearl on the black land, has now changed from a historic town with a long history to a new small town based on luggage and egg production. Haier air-conditioning creates a township model contact. The 'first gun' is also here. At present, Haier Air Conditioning has provided free home cleaning services for residents of 116 communities in Nantai Town. Haier air-conditioning service soldiers and township owners come to the door to wash air conditioners and become interactive with village and town users. The first contact, a basin of black water washed out by air conditioning, stimulates the user's new renewal demand. At present, the net income rate of Haier air conditioner in the region has increased by 82% year-on-year, becoming one of the model towns in Shenyang, and the model is successful. Copy to 4 townships around.
The market also responded to the interactive model. According to the data, Haier Air Conditioning ranked first in the local market for 32 consecutive weeks in 32, 33, and completed the total amount of the whole year last year in only 7 months, with a cumulative increase of 47%.
Community demand for 1 car interaction: Zhengzhou air-conditioning self-cleaning mobile demonstration car into the community
With the improvement of living standards, users are paying more and more attention to health when purchasing air conditioners. Based on user needs, Haier pioneered self-cleaning air conditioners, and in order to let users intuitively experience self-cleaning functions, Haier put self-cleaning in 2000 stores nationwide. Machine demonstration, white towel, 'swallow' experiment and other multi-scene demonstrations, let users see what is true, stimulate users to change the need for new self-cleaning, and promote the rapid growth of market sales.
Faced with online and offline integration, the trend of retail diversification, how to let Haier go further to users, has become a new topic for Haier to strengthen interaction with users. To this end, Zhengzhou Air Conditioning will build a self-cleaning mobile mobile demonstration car. The real machine demo moved from the store to the community, let the store go out to become a mobile contact, from passive waiting to active entry into the user's community, where the user is driving. Where so, the real machine demonstration car into the community publicity process , a residential conversion sales reached 16 sets. According to August data, Zhengzhou Haier air-conditioning retail sales increased by more than 20%.
From in-store scene interactions to community mobile presentations, Haier Air Conditioning creates 'mobile contacts' to enable continuous communication with users, continuously and dynamically grasp user feedback on products, promote product iterations, and transform from users to lifetime users.
60,000 community users spontaneously become Haier's contact network
'My home cleaned two air conditioners, all of which are black water...' This is the information shared by Professor Shijing of Jiangsu Normal University in his group of teachers. As of now, Haier Air Conditioning has been a professor and teacher of more than 50 Jiangsu Normal University in Niushan Community. Washed more than 120 sets of dirty air conditioners.
According to the person in charge of Haier air-conditioning, the residents of Niushan Community are mostly old professors in the school. Most of them live in more than 15 years. The use time of air conditioners in homes is generally around 10 years. Air conditioners have not been removed. In this case, Haier The air-conditioner freely cleaned more than 50 professors in the community, washed 120 pots of black water, and the professor shared the black water into the group. In order to express their gratitude to Haier air-conditioning, 10 professors also sent a thank-you letter, and Indicates that the air conditioner is preferred to be cleaned afterwards.
At present, Haier air-conditioning public welfare cleaning activities have cleaned dirty air conditioners for more than 60,000 families in more than 200 cities across the country. Almost every household washes out black water. Since the launch of Health Month in August, Haier will continue to serve more than 1200 communities in the community. The air is in thousands of households.
Under the guidance of the 'one person in one' mode, Haier creates a contact network through various channels, forming a temperature interaction with users, bringing greater value to users; Haier will also transform and upgrade the process in the Internet of Things era. 1. Leading the air conditioning industry into a new development cycle.