With the recent household appliances industry companies in the report the collective debut, beautiful white goods industry in China's dominant position more clearly.
Beauty appliances (000527.SZ) reported that in the first half of 2010, due to the marketing system changes deepen, appliance domestic demand policy continue to promote, high temperature and exports of environmental improvement and other reasons, the company white goods business in particular ice-wash business scale and performance substantial growth over the same period. In the first half of 2010, the beauty of electrical operating income of $ 390.25 billion net profit 17.89 billion, these two core financial indicators are a substantial lead, sharper.
"The beauty of the white goods market in China's outstanding performance, then launched its full impact global petroleum spirit first three strong energy, by virtue of its all-conquering four sharp object.
"Household appliances industry a senior expert analysis to journalists, first, the US continues to strengthen technology innovation in order to grasp the core technology to provide advanced industry commanding point in technology of products; second, the United States provides excellent quality of products, including product quality and appearance quality; third, the United States focuses on providing value-added services to achieve the purpose of attracting customers; fourth, the beauty of the courage to shoulder social responsibilities, charitable giving, with extremely high brand visibility and reputation.
People do not believe it or not, believe it or not, stand no.
Integrity is the Foundation for the people, but also in their career. Only the good faith management as a corporate Foundation Foundation of enterprise could really make good above four. Journalists will be in this article to consumers, in turn, depth of beauty "four sharp object".
Tool 1: to core technology to take the high ground
In technical innovation, beauty Institute and founding refrigeration technical expert Committee to strengthen technology innovation.
In the first half of 2010, the beauty of the inverter air conditioner core technology, super energy efficient fridge, washing machine frequency conversion control, new refrigerant compressor and other common technology, basic skills, core technology made a breakthrough and development, beautiful on the mastery of core technical skills and the ability of independent innovation, while further strengthening, beautiful in user experience research, from networking technology also increased investment, and user experience research yielded results.
The beauty of the refrigeration appliance Group China marketing Headquarters officials said the United States rely on core technology to develop new products to meet consumer demands, by virtue of scale to lower costs and allow consumers, such as the beautiful first started drum washing machines popular action.
According to the latest washing machine in the Ekon market monitoring data show that since March 31, beautiful boot "drum popular storm" launch 1499 Yuan drum washing machines after just two weeks time, the beauty of drum-type washing machines sales accounted for more than just from the end of March to the soaring 2.4% 39.3%, ranked from the end of March 10, rising to second place, one change drum market long-term foreign brand dominated traditional pattern. May 1st, the beauty of drum over 200% increase in sales.
8 September this year, the beauty of the rollers and universal strategic comprehensive upgrade to launch 7 "love is" a new series of drum-type washing machines, washing with "steam," "spray water cycle" and "full" and "intelligent drying D-PLUS inverter technology" four core technology and innovation system of ecological care wash GLC, with energy-saving, low noise, variable-speed of flow and high dewatering characteristics, firmly occupies a commanding point in technology of the rollers.
China household electrical appliances Association Secretary-General Xudong-sheng, the beauty of the area of continuing in the roller hair force, from the price to reach technology upgrade, from depth to fully upgrade the popularity of the "drum" strategy to a higher, broader and deeper level, promoting a washing machine industrial upgrading, technology upgrades and accelerate domestic market consumption upgrade will have a profound affect symbolized internal drum washing machines enterprise in technological innovation has been a world leader, beautiful setting with practical action household electrical appliance enterprises in transition, the upgraded model.
Tool 2: do the product quality of "paranoid"
Intel founder, former President and CEO Andy • Gruber's once said a famous saying: "only the paranoid to survive".
This sentence 10 years in the it industry is not only appreciated, is also the first Transplantation beauty to the home appliance industry quality management.
In quality management, in the early implementation of six sigma management mode.
Six Sigma management mode to data and facts, take the customer demand as the direction, to focus on process management to proactive as fundamental to the pursuit of perfect quality, enables enterprises to get significant cost advantages and differentiated advantages. Regarding the quality, the beauty of the Interior also spread a little story: since the beginning of the warehouse design flaws, resulting in a stack of finished product at lower and upper deck products in four contact points have the dust points, the impact of the possible out-of-the-box user satisfaction, to this end, the United States will have completed Assembly of tens of sets of products all over again packing, and improved packing process and storage design.
No quality almost paranoid and demanding, it will be difficult to achievements of a respected brand.
In the white goods market is highly competitive, strong opponents such as cloud, how can you make yourself a foothold on the market of the products, and constantly strengthen? one of the most important weapon is to the pursuit of zero defect. Over the years, the United States has been set up fine chemical products quality management philosophy, adhere to quality "paranoia".
Due to the extremely strict product quality requirements, beauty never sacrificing the product quality to reduce costs.
For example, in copper prices soaring today, many air conditioning company in order to save production costs, will host and air-conditioned indoor connection tube between the replaced by copper aluminum tube, and the beauty of the commitment to the consumers will still stick to selling 100% copper pipe air conditioning.
Tool 3: always provide better service
Since reform and opening up, China consumer market maturing, consumers purchase activities on the service level requirements, even for traditional commodities marketing, also closely integrated with the service.
Consumer consumption experience has a direct impact on their products andBrand recognition and reputation, service has become the most manufacturers gain competitive advantage of one of the important means. And the beauty of the services is committed to achieving the highest standards in the industry, the consumer complaints ratio dropped to its lowest point.
In the products and services, to the innovative service concept, perfect service system to build market service reputation and improve consumer satisfaction with the product.
America's service network has covered all of the above the county level cities and part of the town, and continuously improve the service response times, in the Department of Commerce publishes three implementing air-conditioning industry standards and the first outstanding demonstration unit ceremony, beautiful with perfect service network, professional services, technology, timely response, excellent performance, access to air-conditioning industry first three service standards for excellent demonstration unit title.
In addition, from 2010 April 17 us nationwide launch of decade "inverter air conditioner repair" policy, once again to refresh the air conditioning repair period of history, tangible benefits for consumers, stimulate the industry standard for further upgrading.
"This is not a short-term promotions, is in the development of new trade rules of the game!" the beauty of the official told reporters that the US ten years of "repair" constantly refreshing quality benchmarking, price benchmarking and services benchmark is to provide consumers solve real problems, eliminate the worries of the frequency of consumption, with a full range of services for consumers.
Beauty in show business integrity at the same time firmly grasp the consumer's mind.
2010 August 25, in the beautiful air-condition new Conference, the Director of the national market, Miss published air conditioning industry report indicates that, following the year in 2009 frozen to 27% of the share won the inverter air conditioner market share after the first one, the beauty of the inverter air conditioner in 2010 and frozen year 35% market share continues to be the first place, further widening the gap between the main competitors and lead the domestic air-conditioning brand in the inverter market share on a completely overwhelming situation of foreign brands.
Tool 4: bravely assumed responsibility for society won reputation
The beauty of the courage to shoulder social responsibility and actively contribute to the community, in the minds of consumers have accumulated extremely high brand visibility and reputation.
Recently, 2010 China's most valuable brand rankings published in Shanghai, beautiful to 497.86 billion brand value ranked six, brand value growth of 10% over last year. The beauty of the significant growth of brand value, accelerates sales pace of rapid growth. It is understood that, as of 2010-August, midea group overall sales revenue exceeded 800 million this year, the beauty of group sales exceeded 100 billion is expected ahead of target.
CCA Vice Secretary-General Wu Cohen believes that consumers on beautiful brand of high trust and acceptance is the key to the success of the United States, is also a quick entry of the beauty of new product areas, access to a strong market position of the Foundation, also become beautiful future strategies for achieving sustainable development.
On the threshold of 100 billion sales scale, of beauty, has been the pursuit of social and economic benefits of uniformity.
Beautiful view, first of all to the pursuit of social benefits to the final raise economic efficiency of enterprises. In May this year, the beauty of the 2010 Annual CSR report shows, the beauty of 2009 to achieve business growth at the same time pay tax 41 billion yuan, an increase of 52%. The amount of tax is continuous for 9 years and Foshan Shunde district within the enterprise.
"Positive development, positive social returns" is a beautiful group of important enterprise development civilization.
For a long time, the midea group is committed to promoting public, social and environmental sustainable development for educational, medical, recreational, livelihood, disaster relief, charity, and other social institutions play their role in the construction. As of 2010, beautiful as relief disaster, social welfare, sanitarian services, such as cumulative donations exceed $ 2.5. Which, in May 2008, the beauty of the Sichuan Wenchuan earthquake-stricken areas to donate $ 1000; April this year, donations to the earthquake disaster in yushu, good 1500 million reflects the beauty of social responsibility.
At present, the beauty of brewing's new five-year plan, in upholding the "create value for society," business philosophy, is committed to a low carbon environment, the sustainable development strategy for the development of the green.
Midea Group Chairman Mr enjoy living group 2009 year-end summary plan Conference noted, "the ' twelve ' reconstituted during five ' a beautiful '", by 2015, the beauty of planning a sales income of 2000 billion, aiming to enter the world top 500, to become the world's white goods first three strong, respected and reliable, with global competitiveness of enterprise groups.
Industry experts said, as the white goods industry leader of the United States, is an effective global market layout and expansion, shaping globalization brand image and brand value and rely on massive and sustained growth of the domestic market of the support, escalation itself in the global context of long-term competitive advantage.
