Abstract: 2010 cold years additional aux sales strength of 80%, pluck air-conditioning industry growth rate.
Fierce competition in the home appliance industry, seemingly industry pattern difficult to shake, aux breaking the ceiling, this growth stems from its systems, products, marketing, service, brand and improving internal management and results of the outbreak. In the household appliance industry increasingly into the industry after upgrading of large enterprises competitive times, future growth will be placed in the global market perspective, this test is that it is a strategic choice and duration of the endurance.
2010 is a surprise for the entire air-conditioning industry.
Energy saving in the country ", household appliances to the countryside of Huimin, trade-in" and other macroeconomic policies to stimulate, air-conditioning industry achieved unprecedented growth, this was full of suspense, competitive industry achieved a carefree articulate development, the entire industry in 2010 will exceed 40 million more than the size of the package, the industry grow more than 20%.
Ningbo aux air-conditioning Co., Ltd. in this year's performance and the largest city and not, but the performance was more eye-catching and exciting.
Domestic market sales year-over-year increase in more than 80% of the world, representing a 37% increase in double that far exceed this year domestic air-conditioning market 40% of the average rate of increase has maintained the momentum of the full rise.
The value transformation, strategic reserves, service upgrades, brand innovation, and a series of innovations, the Oaks has been a year of "dark horse" make up "liangju" truly among the domestic first-line brand air conditioning.
We take the initiative on offense
Manufacturing enterprise "gene" Oaks have been hoping that, through the promotion of a product structure, drive the brand image of profitability.
Aux stressed to consumer demand, taken close to the market and dealership marketing, brand, product promotion, and other systemic advantages become let "consumers buy" and "dealer" grab a big brand management.
In this guideline, aux adhering to the initiative, the initiative's tactics to win the market.
In the second and third line cities, and rural markets, aux or even air-conditioning enterprise voice of one of the largest.
This strategic choice is not easy. Many of the air conditioning business-to-rural market take a "no attention or exclusion" strategy. Second and third line brand fear ahead of a lot of money and resource inputs, once the investment return period extended, not only can consume large amounts of capital to the enterprise and network resources, there will be the development of enterprises into the "wait till dawn has no" situation of risk. But Oaks is of the view that this was precisely its biggest opportunity. Help for rural market opening, the first use of air conditioning products for the consumer is clearly more conducive to establishing brand identity.
Targeting rural consumer price sensitive characteristics, aux has passed the "sorting and replacement in unison," and "buy air-conditioner LCD" or "buy air cell phone", home appliances to the countryside "triple subsidies" for big sales, achieving optimal price/performance ratio.
More by "10-year free repair kits" and "lifelong free inspection and maintenance" and other after-sales service projects to enhance the consumer uses of viscous.
Oaks in addition to the "affordable" Pike vies for rural strategy market brings enterprise scale of new content, do not forget the "urban Oaks market" the powerful backing of consolidation and maintenance.
It can be said that the Oaks in rural markets, holding to the city market, build a "contradiction" new marketing rules, and successfully get rid of a price war simple practices. As the air conditioning industry first army enterprise, Oaks from the beginning to "advance the layout, set the force" strategic posture, build a "face by point, the value from the price competition to the game, the first step in the overall leader" system exerting force mode of competition.
Health responsibility farewell opportunism
However, in the just-concluded 2010 cold years, aux air conditioning sales increased by 80%, much higher than the industry average of 30%.
To this end, aux air-conditioning market Department official, exerting force through the system, the brand competitive breakthrough in recent years we obviously feel competitiveness in the market and the right of speech have been improved, competition is more powerful, more flexible response.
"The strategy guide, system operations", it has become in recent years to support the domestic air-conditioning market aux rapid rise.
Oakes bold strike has released three standard frequency "true" and the first release of the "inverter air conditioner, sales of 1 million threshold target", through new R410A, 3-level energy efficiency, 180 degrees sine wave three core technologies, comprehensive started domestic inverter air conditioner market conversion upgrades.
As early as 2005 is markets into frequency aux, breath to market several DC inverter air conditioner.
Since then, the Oaks in technological innovation, product development, marketing, and other aspects of building around the inverter air conditioner has started a systematic layout.
The frequency as a breakthrough, this year also started to aux "reducing action" as the theme of a large tree planting activities, first in the domestic air-conditioning industry launches "carbon compensation" transactions, each sales 1 conditioner's donation to the Chinese Green Foundation 1 tree, pushing the "health" frequency ","-free frequency product sales.
Building sustainable brand competitiveness in 2010, a new air conditioning cold year opening. Opening a spectacular show to air conditioning giant oaks lightning agency international film stars Jet Li, the invitation to play a brand advocate.
Realistic Jet Li action stars from the famous, international Kung Fu superstar successfully transition to respectable philanthropists — "one Foundation project" founder, "the Chinese Red Cross charity Ambassador," and who "goodwill ambassadors", because of their participation in Wenchuan earthquake activity contribution, also elected United States Readers Digest "Asia 2009" in the hero.
And with "Chinese Kung Fu" Jumbo Jet Li, aux maverick "market in his early years", also good at applying "marketing efforts."
Now, this hasThe breakthrough 200 million sales in the air-conditioning, hope to join hands with Jet Li, Jet Li of the unique international influence, and join the social sense of responsibility, and Oaks corporate culture and brand image of perfection. Aux years adheres to the "health strategy," and "corporate social responsibility" and "brand promotion to promote industry upgrade" philosophy through the Jet Li's image is transferred to the public.
This Jet Li in Oaks, and not just a simple star advocacy activities, it is the years behind the two sides through continuous hard work and efforts, in real time, corporate responsibility, social welfare, etc., Oaks and Jet Li in ethos and social image of "modernism" fusion.
This new brand strategy different from numerous enterprises to eye effect as the starting point of entertainment marketing, sports marketing. Oaks will look more focused on the interests of consumers as the core of the "health and responsibility".
Oaks in hand, Jet Li, saw him the unique international influence, and join the social sense of responsibility.
This and the Oaks years adheres to the "health strategy," and "corporate social responsibility" and "brand promotion to promote industry upgrade" concept Ent.
Oakes for Jet Li choice also has a deeper significance is that this cooperation will also be fully opened the Oaks in the domestic air-conditioning industry implementation of brand strategy, will be given the global air conditioning industry up to 1500 billion market cake.
In the new one cold years (air-conditioning industry every year from September to August the following year is known as a cold years), aux in the sales target set 300 million sets.
Aux think this is a rational development goals. In a highly competitive market, it is necessary to achieve this goal, continues to require product aux upgrades, continuing to reduce costs and prices continued to increase. At the same time, channel development, system innovation and team optimization on sustainability efforts.
Marked as hand in hand with Jet Li, aux are to be set off a new round of brand strategy, strive to three years from leading to the world's leading upgrade, establish a globalized procurement Center, research and Development Center, Marketing Center three systems, based on the market, consumers and competitors, marketing innovation, product distribution, service, exerting force, eventually building up of the "virtuous dynamic brand value chain", to build China's home appliance industry's most dynamic and competitive brands.
