In 2017, due to the growth of consumer demand brought about by economic growth, the stimulating effect brought about by industrial upgrading, and the driving factors of the surge in real estate demand, the air-conditioning industry broke out in this year, which is better than the overall home appliance market growth. good. According to experts' predictions, after experiencing growth in 2017, affected by factors such as factory shipments, channel inventory, and short-term weather and real estate, the growth rate of the air-conditioning industry will slow down in 2018, and retail sales may decline. Faced with tremendous pressure.
According to the data of Aowei Cloud Network, in January, the overall growth rate of the e-commerce channel industry was 83.9%, and the commander-in-chief increased by 271.6%, far exceeding the industry by 3 times, becoming the number one brand in the industry. While the industry is still in the inventory and preparation for the New Year, the young brand commander air-conditioning has taken the lead in slamming the drums opened in 2018, and with the overall increase of 60% in January, it has achieved a key victory for the 2018 market war.
Meet the individual needs of young users and deepen the positioning of young markets
As the “post-90s†gradually grew into the main consumer, the tide of brand rejuvenation immediately followed. Brands have posted “young†labels to cater to the changes in consumer groups. However, most brand rejuvenation is simply a simple image packaging. The commander can segment users on the demand side, understand user needs through community interactions, and accelerate reforms through technological innovation on the supply side to meet the changing individual needs of the young community.
For example, the XAA silent air conditioner that landed on the Jingdong platform on February 1st was captured by the needs of young users. In today's fast-paced living environment, young people want to return to their homes to enjoy a quiet and comfortable sleep, but they are often unable to sleep due to the noise of air conditioning. The commander air conditioner is aimed at this problem, and the introduction of a silent air conditioner of less than 17 decibels completely solves the user's pain point. In addition, in terms of temperature comfort, the commander uses HOME one-button comfort technology, the user only needs to press the HOME button, the air conditioner will automatically adjust the appropriate temperature and humidity. In order to meet the user's demand for speed, the commander air conditioner also innovative "cool and hot" function, allowing users to enjoy the comfort temperature.
In addition, in response to the demand for intelligent users in the Internet of Things era, the commander air conditioner is equipped with Haier APP terminal, and the air conditioner can actively monitor air quality, intelligently adjust sleep curve, and automatically repair faults. Imagine that users can check the air conditioning status in their homes before they leave work; when they return home, they can enjoy a comfortable home environment with the push of a button. It can be said that the commander air-conditioning truly understands the user's heart and brings them more beautiful expectations for fashion life, and gradually gains a foothold in the young market.
Entering the young community to establish a young image of the brand
Young users are synonymous with the new era, the products they need have new appeal, and they value the characteristics of the brand to suit their own characteristics. By letting users participate in research and development, the commander understands their needs in community interactions and solves user needs through technology. For example, the “HOME One-Key Comfort Technology†of the commander air-conditioning comes from the community research activities of designing 23 provinces and radiating 30,000 people. Through a large amount of data collection and analysis, the commander has obtained the most comfortable temperature suitable for the Chinese human body.
In terms of the scene experience, the commander also tried too many aspects. For example, in order to let the user experience the "strong cold and hot" function of the new air-conditioner more directly, the air-conditioner's quick-heating ability can be intuitively displayed for the user through the air-conditioner blowing experiment, the chilled beer, the color-changing pigment, and the like, and the user is continuously deepened. Knowledge of the product.
In order to deepen the community, the commander air-conditioning also set up a post-90s interactive community to carry out various forms of interactive activities. In the few years of commanding the light and stylish fashion, the commander air-conditioning interacted with the young community through cross-border campuses, public welfare, concerts, and youthful inspirational dramas, constantly innovating and perfecting products, creating a complete fashion life for users. For example, in the latest fashion outdoor blockbuster released by the commander, “Xiao Zhou Huimin†has vividly displayed her own home life. She said that her life is like being in nature, and the commander air conditioner has brought her a feeling of sea breeze. . This also allows more young people to start paying attention to the fashion life created by the commander.
Experts believe that in fact, the growth rate of the air-conditioning market in 2018 is slowing down, which is not a bad thing for enterprises. The development of any industry will certainly encounter different external environments, but it is important for companies to find ideas and find patterns from within. The commander air-conditioning adheres to the user-oriented, firm product quality and user demand, achieves high growth in performance, and promotes the continuous upgrading of the industry.
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