Nirvana used to describe the past two years aux air-conditioning change obviously exaggerated, however, I also really can not find other more appropriate words to sum up the enterprise transformation paths within two years.
Remember two years ago a person in charge of the aux air-conditioning to "take off casual wear a suit" to explain that has implemented more than a year of strategic value, if only to price increases to understand the value of competition so this is obviously on the value of their profanation.
As a system-oriented and systematic competitive organization then comb, value strategy planning has always been one filled with pain, twists and turns, rugged hard process, and are often associated with price does not exist too many.
2010 cold years aux air-conditioning annual shipment size hit a record high, an increase of the range is also the highest peak of the last five years.
An enterprise in the future of development in the short term and not by the current performance of the decision, however, is represented by the current trend and momentum may determine, from this perspective, aux air-conditioning into an unprecedented benign development pathway, momentum as the world's best. Rome was not built on 1, aux air-conditioning development of formation, imbues the management and the management team of wisdom, of course, this is a continuous leak details the compensation, continuous improvement, continuous process of problem solving.
First, a "road" more help
Our air conditioning industry has always had "channels is King" findings, the use of air conditioning special characteristics and low and peak seasons the consumption structure allows the circulation of the industrial manufacture of strategic significance, and is therefore, in the specialized channels have outstanding performance of the enterprise, in the air-conditioning market trend is generally not bad.
Therefore, the relevant person in charge with aux air-conditioning is "in the words of an unjust one finds little, unjust help," he was referring to the road is the channel. From 2009 cold years to 2010 cold years, aux air-conditioning in the domestic market for a large-scale construction of channel deepening. Mainly in two major areas, namely, first, from the depth of the propulsion system on lower channels network expansion, will channel network circulation whisker break more and control market is more; another aspect is the narrow channels of distribution RADIUS and RADIUS service, this is not necessarily a narrow channel of radiation area, the greater is the enhanced channel operators on a subordinate network control, optimization of resources circulation structure, the strengthening of networks on the respective market feedback capability, improve on after-sales issues quickly settle. The above two aspects, in horizontal and vertical enhances channel, the flow of air to the Oaks, distribution and service system.
In fact, last year aux air-conditioning shipment size growth causes from the inward-looking, mainly on the analysis of the root canal on product output circulation axis of range and its competitiveness.
There is no basis for this work, the other efforts is the beach towers.
2. Terminal image innovation
The last two years of selling aux air conditioning terminal display let refreshing, white bottom blue character's trademark bar always catch the consumer's eye, and product appearance toward fashion, with AI's innovation is the Oaks air conditioning Terminal image than in previous years there is a qualitative improvement.
Inclusive Boda, quiet wisdom, some of the inherent characteristics make blue Oaks, new image of atmospheric deposition.
If the Terminal image changed the spirit, then the terminal building is just too cheap and easy.
Terminal image imagination has a significant upgrade, in addition to a corporate culture and team spirit of AI, the most critical is management.
And other management vary, terminal management is performed on the details of height, small-to-product-page display Grand to the sales conversation, including booth showcase clean, lamp light box of unity, and so on.
The Terminal is directly facing facade of consumers, a feast for the eyes of the terminal environment will give consumers leave a pleasure, a good Terminal image often left a considerable portion of the consumer's desire to buy.
Aux air-conditioning in the past two years to Terminal image changes, is the most intuitive change, innovation is at a glance.
III. detailed quality three or four-stage market
Our dual-rural structure determines the three or four-stage market demand has plenty of space in late, 2010 cold years of explosive growth in the domestic market of one of the reasons is to speed up the process of urbanization on three or four-stage market release.
Aux air-conditioning in the past two years to three or four-level market with substantial progress, but the process is not easy. Like other brands, the Oaks on three or four levels of market development, cannot be separated from the channel system of network construction, therefore, from this area you can see the channel to an air conditioning business are all about. Aux channels network portrait do deep and lateral do fine almost with its three or four levels on the market expansion is synchronous. However, if you just take the three or four-channel network market spread, can solve the problem of three or four-stage market, then three or four-stage market would not be possible to have so many problems that allow enterprises to kink. Network system expansion and doing fine, just as its three or four levels of market development to build the product flow of skeleton.
In the circulation system, air conditioning for a variety of Oaks.
First of all, develop suitable for living room and large towns, the harsh conditions of electricity is to move the products; second, improving the three or four-stage market Terminal out he; third, adapted to local conditions in accordance with local characteristics, promotions, or harmonization of marketing activities to improve against regional characteristics; fourth, on three or four-stage market for centralized image promotion.
Last September, the author in the regional market visits found that a significant part of the town market in wall on nearly all the "healthy air conditioning aux" white bottom blue character ads.
Moreover, the Oaks of the wall advertising, the intensity is high, there are many within 100 meters; visibility is very high, the more concentrated for population in villages and towns where the image of unity.
Therefore, Oaks in three or four-stage market advances, it is no accident.
4, marketing activities and innovation
Aux air-conditioning development of air conditioner industry of China, one of the very important contribution is to make many businesses understand the marketing value range, for several years, the marketing sector of multiple awards in always find Oaks name.
Over the past year, aux air-conditioning of marketing is on the various activities to innovative ways to further refinement, but all of the marketing campaign has two distinct paths, i.e. "material stimulation" and "spirit led".
The so-called "incentives" is the way of directly as gifts, but stimulating demand for aux send promotional gift "," more innovative, and Ulrich.
For three or four-stage market to home appliances to the countryside of the opportunity, on the basis of State subsidies, subsidies for activities carried out triple; before and after the Spring Festival this year to the end of the Oaks, brilliant new "15 contains" as the breakthrough point, "rushed the LCD, the mobile phone"; April or so, "16 years for once" amazing, let "million people buying aux" in conducting a fire; then, buy aux send BMW will this momentum to continue high.
From the aux air-conditioning this series still you see that not only "rushed" aux and "sent" is expensive.
In addition to this direct "incentives", "spirit led aux in," also used the marketing effort.
This year's peak season, the "green line" tree-planting activities in China will be the Green environmental protection extends the Oaks health extension, and the equestrian section sponsorship for the high-end sports refining the Oaks brand gene. Similarly, in three or four-stage market, bringing the film to "aux" event as a platform to promote the brand and the three-level aux regional cohesion of the construction of spiritual civilization.
Aux marketing activities of innovation, not launched a unique marketing forms and ideas, but rather in the familiar form of marketing, attention to detail, implementation methods, processes and frameworks to build innovative and plump, various marketing activities targeted, the effect is better.
5. loan marketing
Through marketing, the a/c for many businesses, this is a fresh vocabulary; for Oaks, will be the year of 2011 frozen in big marketing system gestures.
From concept to explain it on the words seem obscure esoteric, but if you use the aux air-conditioning related heads of words is very straightforward and easy to understand: "If a brand is not speaking, Jackie Chan, aux is not so fast in the Jet Li together." Thus, the real "frequency, I selected aux" as in last year's "healthy air conditioning aux", became the air-conditioning market a catchword.
In fact, in charge of the air conditioning that Oakes explains the relatively low profile, but in my opinion, borrows not hitchhike concepts, marketing is for advertising audience stage preference and fashion trends of an accurate grasp of.
Aux let "Star endorsement" this is not new branding forms with fresh meaning, or advocacy has opened up a "Star" a new vision of marketing methods.
It can be predicted, with Jet Li's drifted voicing, aux air-conditioning brand image and Terminal competitiveness will climb to a new level.
However, if aux air-conditioning for the next two years sales scale to achieve breakthrough progress again, then certainly not is Jet Li agent aux results.
Hiring Jet Li as the fad, just Oaks in create competitive system in a way. Oaks in the past two years and the next few years of development, is built around a central point for competitiveness.
The core point is Terminal.
The aspect of the channel is in expansion in Terminal to rationalize product flow upstream; on booth showcase and strengthen the management of AI, is directly promoted Terminal competitiveness; all marketing activities in innovation and rhythmic, also on the release of the Terminal, and the competitiveness of Jet Li's image endorsement, is in the air terminal publicity as a competitive advantage.
The development of air conditioner industry of China today, the market has not seize an opportunity to let enterprise scale to fetch the conditions span rising, according to the rules, around a core of shop will every aspect of every detail even better, is fundamental to the long-term development of enterprises.
In this regard, aux air-conditioning interpretation of a classic.
