From smart home to smart manufacturing, from product leadership, efficiency-driven, global operations to the new generation of man-machines, Midea Group has built a complete set of strategic systems, but the most fundamental strategy is still product innovation. It is not the author who came to this conclusion. . Fang Hongbo, the chairman of Midea Group, has stated on many public occasions that if Midea has a unique strategy, it is to create a competitive advantage for its products.
And this kind of strategic planning has been vividly reflected in Midea's home air-conditioning division. As we all know, compared to 2016 and 2017, the 2018 refrigeration year of China’s air-conditioning industry in terms of survival and development environment and market sales are not satisfactory. Even so, Midea’s air-conditioning production and sales scale still achieved about 30%. growth of. The core reason for this achievement is its continuous progress in product innovation.
Beautiful love music tour when there is no wind
Iteration of new products without windOn August 19, 2018, Midea Air Conditioners released a new product for the 2019 Refrigeration Year in Guangzhou, namely the "Wind Whisperer No Wind Sense Series". When Midea launched the Comfort Star Hanger almost two years ago, almost no one was able to realize that the windless comfort function has become the key word for the product competitiveness of the current air-conditioning industry.
In the past year, Midea has carried out several iterations and product expansions for windless air conditioners. Since the 2017 Comfort Star Hanger has received a good response in the market, it has entered the beginning of 2018. The launch of new Comfort Star cabinet products has allowed The windless series has achieved full coverage in the household air conditioner category. Today, Midea Air Conditioner Cozy Star has four on-hooks and a variety of cabinets, and there are more than ten models of products. The newly launched "Wind Whisperer Air Conditioner without Wind Sense" has two on-hooks and one cabinet.
Not long after Midea’s windlessness went on the market, it attracted industry participants to follow suit. Although many brands and companies have developed corresponding products for soft air supply, Midea’s air conditioners have the first to do in this type of product. The advantages of development, technical barriers, and market size will make imitators only look down on them in the short term.
Windless air conditioners have become an industry phenomenon in the past two years, which also reflects the promotion of market development by home appliance companies in product functional innovation, and also reflects the creative effect of technological innovation on market demand.
Brand rejuvenation under the marketing strategy of SongquanThe characteristics of an era are always determined by the collective personality of a mainstream group, and loose circle doctrine is the exclusive communicative definition of "post-90s", which refers to the detachment from the circle, neither close nor alienated. Use the advantages of the circle, including the sense of belonging, security, etc., and never accept the shackles of the circle. It is well known that the younger generation of consumer groups represented by the post-90s generation is becoming the dominant market demand. Brand communication and product output for this group also determine the future of the company.
Midea Air-Conditioning has pioneered the loose circle marketing strategy in the face of the younger generation of post-90s user groups, that is, through the seven dimensions of sports, music, movies, animation, e-sports, art and literature, the form and content of activities that post-90s love to hear , Into the brand image and product elements of Midea air-conditioning.
Several series of micro-movies with the theme of "no wind and emotion" have a total of over 18 million views, and have received a good response from the younger generation of audiences; original music collection with the theme of no wind The number of clicks on songs in the event reached hundreds of millions, and offline interactive activities were carried out in Guangzhou, Chongqing, Wuhan, Nanjing, Beijing and other places; since last year, you can see the beauty of the marathon in Guangzhou, Chongqing and Wuhan. The figure of air conditioner is not only that, but Midea air conditioner also cooperates with local customers to carry out the urban hot race.
Of course, there are also the Mickey series of children’s air conditioners launched in cooperation with Disney, products that incorporate the image of Marvel heroes, the expansion of the animation field with Midea Bear as its independent IP, the King of Champions held last year and the High-efficiency E-sports Goddess Competition held this year Sai...Midea air-conditioner fully embraces the younger generation of users represented by the post-90s generation with an unprecedented attitude and huge investment. While adapting to the new consumption situation and market environment, it is also constantly pushing the brand of Midea air-conditioning towards The evolution of youthfulness.
Build an endogenous growth modelFrom the continuous iterative upgrades of windless air conditioners for two consecutive years and the continuous expansion of the marketing model of the pine ring marketing brand, it can be seen that Midea air conditioners have embarked on a unique development path in the current domestic market. The above is to create an endogenous growth model that the entire industry is looking forward to.
As early as almost two years ago, Midea air-conditioners began to abandon the traditional production and sales methods of mass sales and distribution, and promoted the circulation of products in the domestic market with "T+3". This innovative measure has greatly improved The efficiency of product circulation, channel circulation, terminal retail, and capital utilization of Midea air-conditioning.
At the same time, it repositions various sales companies distributed across the country, reorganizes traditional agents, and promotes the transformation of the original sales company and agents' identities, roles, and functions, and concentrates all resources and energy on the terminal , Whether it is the sales company or the original agent, both assume the function of the terminal service provider. Taking the terminal as the traction and driving the circulation of product resources has become the core idea of ​​Midea's domestic market expansion in recent years, and the logic behind it is user-oriented. In fact, since the birth and iteration of Comfortstar air conditioners, it has already reflected the user orientation of Midea air conditioners, and the functions of the products must be subordinate to the user's actual experience.
Whoever can gain the fans of the younger generation of consumers will be able to better grasp the future development trend. All the behaviors of Midea air-conditioning are based on the basic orientation of the young user group, and it is focusing on building a brand. And products are the fundamental endogenous growth model.
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