Household appliance industry to speed up the transformation and upgrading aux initiated the "health in transition

Recently, the National Ministry of industry and information of the consumer goods industry Division launched "some provinces appliance industry transformation and upgrading experience exchange meeting held in beautiful yongcheng".

Ministry of industry and information, Deputy Director-General, consumer goods, industrial high-delay-sensitive to attend the meeting and he said, imposed by the letter of Zhejiang Province, midea group, Ningbo aux group etc units made speech and transition issues in lively discussions.

At the meeting, as from Zhejiang Ningbo going out nationwide household appliance leader, aux group delegates to aux transformation and upgrading of experience for the reporting and sharing.

Health in transition from the brand began

As an important component of the Oaks group, the Oaks home appliances industry always adhere to the "brand, scale, the Group of" the pace of development, adoption and increase enterprise's strength, building and upgrading, build brands, channels, products, technologies, services, etc. larger system, the formation of 8 in the domestic appliance industry's system of winning, comprehensive leadership.

Recently, aux air-conditioning hand international film stars Jet Li, enterprise development from channel driver upgrade to brand-driven, comprehensive transformation of a aux air-conditioning implement internationalization brand expansion.

It is understood that, as early as 2002, Oaks have signed soccer coach of the "magic" Milutinovic, expand the aux air-conditioning in domestic brand expansion.

While this works together with Jet Li, Oaks in charity, social responsibility, product promotion and advocacy three-dimensional level expand cooperation and further brand extension. If the enable engagement magic Milutinovic quickly becoming public aux for well-known brands, enhance the Oaks of industry influence, this Jet Li's advocacy, aux direct wins the "health and responsibility" as the core of brand reputation, challenge the hegemony of industry.

It is understood that, over the years, the Oaks in the industry and market competition, established the health strategy-oriented, product, marketing, channels, services for basic support of brand system strategy, established brands in enterprise development strategy core status, more highlights to the industrial chain system to promote the brand construction of unique paths.

Last year, the Oaks also implemented healthy "reduced operation", "reduced energy consumption, less pollution, reduced prices, reduced inventory" six initiative, "enterprise, partners, users, employees," between the interests of the community to build a brand building into the enterprise development of various systems.

In addition, aux group representative pointed out that "in global economic integration under the new situation, the only products and products, Chinese household electrical appliance enterprises will never grow up not the forest.

"Aux believes that home appliances enterprise's core competitiveness is rooted in culture, the" cultural decision strategy ". It also indicated that the Oakes will strengthen the enterprise cultural construction of soft power, and create a more competitive advantage. Promoting enterprise culture innovation, increasing culture propaganda, to effectively promote the development of enterprises. In particular, respect talent, create a harmonious atmosphere; nurturing people, shaping, provide a platform for learning and development; concern employee needs, pay attention to the human potential and value; establish "sound, calm, honest, reliable," corporate image, build employer brand.

Set sail for the leader to feel the power of transformation

In recent years, aux air-conditioning value transformation is quite representative.

From 2008 onwards, aux air-conditioning will continue to introduce the brand strategy, marketing strategy, service strategy, innovation strategy, especially since States in 2009 in conjunction with a series of stimulating policies, driving the transformation of business, combined with market consumption upgrade promotion Enterprise competitive restructuring, a "quick start early, developing distinctive, competitive advantages and services attractive, sustainable management of the road".

Early in March 2009, aux air-conditioning starts "in unison, sorting and replacement" channel activity, and published the white paper on the survival status of air conditioning channel, first to seek changes in marketing channels.

In April the same year, clique, "aux publish three levels exactly" product strategy, first to respond to national call to stop low energy efficiency of production and sales of air conditioning, energy efficient air conditioning markets seizing opportunities; in the same year in may, aux air-conditioning "countryside is national policy, practical is the truth" to the Forum, and started the "product, price, service, three tours to the national, Enterprise, the business three subsidies" large brand marketing activities; July 2009, aux first in Zhejiang, Jiangsu and establishment of administrative villages, natural home appliances to the countryside "aux promotion contact station", creating and rural consumers that matches the channel system. In May this year, aux reintroduce upgrade version of "household appliances to the countryside" strategy, the "product, pricing, marketing, service," four to the countryside, "Government, businesses, businessmen," subsidies for 40% of the policy.

After 1 year, there have been basically established in Oakes for the countryside market marketing, after-sales service, logistics and distribution network, "three", promotion, product, channel, advertising, "five systems, firmly on the top of air-conditioning appliances to the countryside market sales class, four, and raised in rural markets" at four 3 "new development goals, as enterprises in the rural market build up good development system.

At the same time, also based in urban markets, the development of rural markets, stereo mastering foreign market development principles and set product, marketing, services, brands, technology and innovation system of differentiated marketing, achievements of the Chinese home appliance industry "aux mode".

Aux group representative pointed out that the core of the aux mode is "moderate diversification, adhere to specialized operation" of strategic direction, adhere to the "technology innovation as the driving force for resource integration, adhere to market expansion and service upgrades simultaneously, through the urban, rural, overseas three strategic market expansion, construction of comprehensive more scale, development activity and competitive dynamics of the industrial system.

This reporter has learned that in 09 by "initiative, the first punch, pooling of resources, and system supports" aux air-conditioning has achieved in 2009 despite an increase of 37% of the market in 2010, Oak

-Air conditioning domestic sales increased more than 80% of the world, for many years to maintain substantial growth, effectively aux air-conditioning from the price to value, from the channels to the brand, from sales to service, from domestic to overseas stereoscopic strategic upgrade transformation, more enterprises in the future of development, has injected new vitality.

"Currently, home appliances enterprise transformation and upgrading of terminals has just opened, as a member of the household appliance industry, Oaks will adhere to its own unique development path, unremittingly.

"Aux group delegates.