Himfr.com Reports Air-conditioning Giant Pressure Dealers Compete For End-market
Although the stock has been high air-conditioning
, household appliances sales of the countryside has continued to decline for two months, however, just past Golden Week has become a domestic air-conditioning industry as a harvest season.Insiders pointed out that the traditional low season in air-conditioning sales, sales volume of the blowout occurred, mainly by domestic economic environment improves, as well as the Oaks and other large businesses to invest in a large number of promotional resources to jointly promote.
Air-conditioning giant, to build three-dimensional layout of
According to State data show that the United States, the National US-Golden Week, air-conditioning sales rose 30%. In addition, Ochs, Midea, Gree air-conditioning businesses such as sales rose more than 2-fold, much higher than the industry standard.
In this regard, the U.S. marketing headquarters for China's brand refrigeration Zhang Zhiguo, director of marketing, said the brand pull of large enterprises, generous allocation of resources, led to weeks of selling gold.
Giants in the air during the National Day of the eye-catching performance, resulted in a lot of people have been shocked.
In the country the United States, Suning, and other major home appliance chain stores, "energy-saving and healthy on the election Oaks" is very eye-catching billboards. In order to participate in this year's National Day market competition, launched a new upgraded AUX "healthy new", in addition to beautiful full-comfort frequency, Haier's Casa Di moving air-conditioning, Hisense Air-conditioning and other new products are subject to dual-mode favorable for consumers.
Ochs-related sources, during the National Day, to frequency, energy-efficient fixed-frequency, represented by the proportion of the health product sales as high as 85%, far beyond previous expectations, while the United States and the inverter air conditioner Nearly half of the sales proportion reached.
It is understood that selling high-end air-conditioned one hand, consumption of Golden Week focused on the wedding, and so on for the first time new home purchase, for the price sensitivity is not high. On the other hand, in recent years in order to Aux represented in large enterprises has increased its high-end product development efforts, launched a series of "high-value-added, high-tech" products, to meet changing consumer demand.
Ochs official said, the former Golden Week effect due to the external environment and market demand, business as long as the price competition on it. This year's situation is the external environment and business needs of three-dimensional layout of the two-way pull.
The industry pointed out that the last two years, the domestic air-conditioning companies are actively building a three-dimensional layout, from the product, price, network, promotion, participate in many aspects such as market competition, changes in the previous strategy of going it alone. At the same time, inter-firm co-driven promotions are also presented each other with the trend. This three-dimensional layout of beginning to bear tension, will support and promote market competition and big business in the future continue to lead.
Off-season to the next round of betting
"The original thinking of this Golden Week, sold well, you can have a good rest for some time." A home appliance marketing staff, told reporters, "I never expected, sales rose so that the company saw a new opportunity for the sale of a task of the original increased, also issued a bunch of promotional activities, programs and Yahuo smoking section task. "
Along with "11" hot end of the situation, air-conditioning giants have embarked on for New Year's Day, Chinese New Year markets, products and promotions layout, and the next off-season horn sounded the new battle.
It is reported that starting in August, for a number of air-conditioning businesses, it is low season, paragraph Yahuo smoking a critical period. 10 months ago, companies have completed the first phase of the task, now many companies are aiming this point in time, once again trying to persuade dealers purchase reimbursement.
A relevant person admitted, as long as the end of the cargo into the enterprise-to-dealer's warehouse, then sold on the market next year, half the battle.
In addition to the dealer to exert "pressure", the country several major air-conditioning giant in all supermarkets and began the era of post-Golden Week, a promotional distribution and marketing contest.
Recently, AUX launched "LCD to buy air-conditioning to send" large-scale promotional activities, setting off a new round of off-season air-conditioning marketing battle.
It is understood that after the Golden Week, hair force far more than Aux 1. Haier, Midea, Gree air-conditioning and other giants have deployed a new promotional activities, mainly around the frequency, energy-efficient high-end products such as fixed-frequency. The reporter noticed than before, air-conditioning business promotional activities, ranging from the simple price cuts to the multi-subsidies, and substantial changes to buy gifts, etc..
For the air-conditioning business in advance hair force, an industry, told reporters the simple reason is that companies in this period to stimulate the terminal market sales, to facilitate the absorption section Yahuo merchants. At the same time, after last year's financial crisis, a number of air-conditioning giant is also the implementation of "early-onset force, as early as effective" market competitive strategy.
AUX person in charge that, in the beginning of the end of this year, suffered declining sales, the domestic air conditioner sales have been ushered in two major rebound, and new policies to stimulate the three major home appliances is expected early next year at the end of this year continued to be strong rebound in rural areas and urban markets will be released two new growth opportunities.
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