Recently, Aux Air Conditioning 'Use 60 Days Dissatisfied Returns' activity triggered hot discussion in the industry. Especially under the joint supervision of the mainstream media and China Household Electrical Appliances Association, the event was much more concerned.
Figure: Association representatives, media representatives, business representatives open events together
As the TOP3 of the air-conditioning industry, Oaks's move may reshuffle the air-conditioning after-sales service market, which means that other competing brands will have to face this quality revolution initiated by Oaks without smoke.
In the current air-conditioning market, the after-sales service problem brought about by quality problems is still criticized by users, which reflects the management and even the integrity of the industry. To some extent, it also lags behind the overall development rate of the air-conditioning industry. In the industry to promote 'use 60 days of dissatisfied returns' and '0 yuan installation, 6 free services', the policy intensity, the long span of time, have created a precedent in the industry.
So, why did Oaks carry out a quality revolution and dare to be the first company to eat 'crabs'?
Competitive card position
As the capacity of China's air-conditioning market continues to expand, the intensity of market competition has increased year by year, and some problems have gradually emerged. The air-conditioning industry is known as '3 points by product, 7 points by service', in the information age of consumption upgrade, air-conditioning After-sales problems are a long-term maintenance and finishing process.
Air-conditioning belongs to everyone's electricity. Once installed and used, it will produce the problem of 'return and exchange'. Not only will the return process be cumbersome, but it will also increase the cost of human and financial losses. Many brands have avoided the problem of after-sales return, but this time the Aux air conditioner But heading straight up, overturning the previous 7 days, 15 days, 30 days without any reason to return, the first to launch the 'use 60 days dissatisfied return' policy, face the industry pain points, but also provide reference for the next after-sales service reform mechanism. The high point of occupancy, the establishment of quality imprint and brand awareness, is also a strong weight to consolidate the position of leading companies.
Pattern exploration
'Using 60 days of dissatisfied returns' is a kind of quality self-confidence and a kind of marketing innovation. This kind of innovation is an exploration of service innovation and standards, and it is about the promotion of consumer rights.
Figure: 'Use 60 days dissatisfied return' press conference site
Today, the home grid purchase is prevalent, seven days no reason to return is a customary standard, but many retail platforms still clearly said that air-conditioning products do not support returns after installation, the air-conditioning industry is also rarely 'users are not satisfied' can return The precedent. Axe's move, undoubtedly refreshed the new understanding of the industry after-sales service exploration. Based on the determination of excellent quality and the after-sales service system, Oaks is a big step but has a rule. The Oaks Smart Factory, known as the 'Intelligent Benchmark of China's Air Conditioning Industry', is a modern intelligent air-conditioning plant that integrates intelligence and automation. The degree of unmannedness in the intelligent production process is in the leading position in the industry, and the future is also from the technical level. Use 60 days dissatisfied return 'policy blessing.
Festival market
'Use 60-day dissatisfied return' This new brand sales, the introduction of service policy, will definitely increase the operating costs and pressure of Oaks' marketing, channel and after-sales service management system. With the service capabilities of the past years, I believe that Oaks has fully considered To every detail that consumers care about, let 'use 60 days of dissatisfied returns' can truly reflect and protect consumer rights.
Of course, in addition to benefiting consumers, this policy will have a profound impact on Oaks. With the upcoming 11th Golden Week consumer node, through the guidance of this policy welfare, win the trust of consumers and Favored, the reputation and sales of Aux Air Conditioning will also increase, which will make Oaks Air Conditioning stand out during the fierce competition in the air conditioning industry during the National Day.
Leading effect
Since 2017, Aux has driven the new transformation of the entire air-conditioning marketing model through the dual drive of 'Quality and Innovation', with the help of e-commerce platform and network batch mode, which has led to the follow-up of many companies, imitation. The Oaks phenomenon and Oaks speed are changing. User's consumption habits and consumption concepts, and reshape the air conditioning business ecology.
Figure: Gu Tangtang, Vice President of Aux Home Appliances Group, Interprets Quality Innovation Concept
Now, while creating high-quality products and exploring new marketing methods, Oaks is also trying to standardize and set industry standards. This is undoubtedly worthy of recognition. Now, Aux Air Conditioning's commitment to use 60 days of unsatisfactory returns is It is a kind of search for the innovation and development of Oaks, and it is also a butterfly change that Oaks has accumulated for more than 20 years! It is a reasonable performance of the continuous 'leading effect'.