2018 air-conditioning has not yet closed in the cold year, this month, TCL, Chigo two air-conditioning brands took the lead in launching 2019 new cold year opening. From their opening information combined with the new dynamics of the US air-conditioning, we can see that the new cold-year air-conditioning industry has a tendency to “abandon the scale, seek quality, and return to the essenceâ€, and dealers are also expected to move from the traditional traditional wholesaler role to “operatingâ€. Business" change.
With the emergence of the industry's “zero inventory†management model, these may all be expected to solve the two major ills of “air-conditioning industry relying on the sky to eat†and “channel inventory is under pressureâ€.
The growth rate slows down TCL and Chigo
Opening a new cold year ahead of schedule
According to the latest data released by Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, from January to May this year, air-conditioning domestic sales revenue increased by 13% year-on-year, profit increased by 10%, and air-conditioning revenue accounted for 40% of everyone's electricity revenue.
However, due to the rainy weather throughout the country this summer, the most prosperous year-on-year sales of air conditioners in June-July are not satisfactory. It is expected that the actual growth in the 2018 cold year will be lower than the above-mentioned January-May data. This means that compared with the 30% growth rate in the cold year of 2017, the air-conditioning growth of the 2018 cold year, which is about to end at the end of this month, is obviously slowing down and under pressure.
How many affected by this, on the occasion of the official ending of the 2018 cold year, on July 18th, TCL Air Conditioning announced the opening of the 2019 new cold year and the new product launch conference, taking the lead in laying the 2019 cold year market to seize the opportunity. The reporter was informed that in early July, Zhigao Air Conditioning has also started the opening of the new cold year. Li Xinghao, Chairman and President of Zhigao Group, said that Zhigao will deepen its high-end strategy and fully introduce intelligent quality management. The US side also said that it will open on August 1, and from the past years, the opening days of the manufacturers are mostly after August and even after September.
Dealers change from wholesalers to "operators"
Compared with the popularity of "air-conditioning year" last year, the growth rate of air-conditioner sales has slowed down markedly this year. The air-conditioning products produced at the beginning of the year have also increased the pressure and risk of channel inventory. Under this background, care and support dealers. Reducing their risk has become one of the important lessons for air conditioner manufacturers.
"We are no longer just pursuing the growth of scale, but we must take the quality strategy to achieve 'quality' growth." Chen Shaolin, general manager of TCL Air Conditioning Division, told reporters, "We will give dealers the opening of the 2019 new cold year." Relatively more and better policy resources support, to help them improve their performance in a structured way. According to reports, under the promotion of boutique strategy, from January to May 2018, TCL air conditioners increased by 37.13% year-on-year, ranking second in the industry. . As of July 8, the average price of online and offline products increased by 9.8% and 10.1% respectively.
The reporter also learned from the US air-conditioning related personnel that in order to reduce the risk brought by the channel inventory, Midea has begun to operate the “zero inventory†management mode – unlike the traditional dealers in the off-season, it is different from the large-scale presses. After the product is sold, Midea will agree to send new goods in the past.
“The biggest difference is that the former dealers are more of a role as wholesalers. Now we have to cultivate their ability and quality as an operator. This will be our assessment of whether dealers can go along with the US. 'The important standard.' The above person said.
Air conditioning new products will return more to the essence of the product
Throughout the United States, TCL's latest release of new products can be found, the industry began to return to the essence of the product. Reliability and comfort have always been the two most important attributes of air-conditioning consumption. The industry has developed over the decades and is very mature in reliability, but there are still pain points in “comfortâ€. For example, air conditioners generally have problems such as “the wind is unnatural, the wind is too hardâ€, and the experience is especially bad for the elderly and children. To this end, on July 17, Midea Air Conditioning launched a new generation of “windless†FA100 air conditioners, which enabled the windless experience to be upgraded again through the application of original 5-step layered air supply and intelligent infrared body monitoring.
Coincidentally, on July 18th, TCL launched the i涟 series of new cabinets, which also overturned the traditional air supply form of air-conditioning products. Through 18 soft wind blades and 1,440 soft wind micropores, a laminar flow with low speed and smooth motion was formed. The soft wind greatly improves the "comfort" of the air supply, and the product also has a smart appointment self-cleaning function.
In the new cold years, manufacturers also have bright spots in marketing model innovation. For example, with the 90s gradually becoming the new main force of consumption, Midea Air Conditioning announced that it has launched the "Love in the Windless" original music collection contest with Cool Dog Music. Previously, Midea Air Conditioning also exhibited Bilibili "BML2018" in the animation field, and launched the "wind stop". "Border spell collection order"; in the field of games held "Esports Goddess University Championships", etc., are aimed at young groups.
TCL air-conditioning is crowdfunding on the new "i涟" series of products in the 2019 cold year. Starting from July 10, as of 18:00 on July 18, the number of crowdfunding has exceeded 200,000. In contrast, the annual sales volume of a main model in previous years reached 70,000 and 80,000 units, which is a good performance.
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Gree adds two "self-service repair" channels
The reporter learned from the Gree Marketing Department of Guangzhou that, in view of the difficulty in repairing the home appliance industry and the opacity of maintenance prices, it has added two “self-service repair†channels for consumers who purchase Gree air conditioners: First, pay attention to the Guangzhou Gree Electric WeChat public account. You can use your mobile phone to quickly and easily repair. It is worth mentioning that, in the public number to reply to the "charge standard", you can obtain a high-definition map of the Gree home air-conditioning maintenance charge guide price list, to achieve clear maintenance repair. The second is to add online self-service repairs - log in to the Gree online service reservation system website: kf.gree.com, fill in the relevant information and service needs, you can make an appointment. In addition, consumers can also apply for repairs through the service contact card and the Gree National Supervisory Telephone.
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