In June, under the heat of more than 30 degrees, under the support of the World Cup in Russia and the 6.18 e-commerce war, it was particularly hot and instigating, and the competition between brands also rose to the point of daylight. In particular, it is regarded by the manufacturers as the battle of the mid-year battle. The performance is not only a proof of its own brand strength, but also an important part of the new retail strategy of the brand and platform in 2018.
On June 1st, Oaks Air Conditioning launched the IP animated film "The Temperature of the Little Olyss Story" with the official mascot Xiaoao as the prototype. Through the simple and warm childhood memories, the beautiful picture of Miyazaki's studio is intrigued. User likes it. At the same time, the good news came that Aux Air Conditioning ranked first in the air-conditioner sales category of Tmall, Jingdong and Suning respectively, achieving a true “opening†of 6.18.
(Jingdong Air Conditioning 6.1-6.5 sales TOP list and Tmall June 1st report)
On the opening day of June 1st, the sales of Oaks on the Jingdong platform exceeded the scale of 6.18 all-day last year; the sales on the Tmall platform were 2.4 times that of the whole day of 6.18 last year. In the opening 13 minutes of the Tmall platform, Oaks and the Apple mobile phone, Haier, the United States and other brands broke the price of 100 million yuan. In addition, during the opening period, Oaks won the first sales of air-conditioner sales, proportion and year-on-year growth rate in Suning platform; more importantly, according to Jingdong's full-type sales top10 brand June 1st 0-June On the 5th, the effective order of the accumulated orders at 24 o'clock showed that Oaks has surpassed the third place Haier (almost surpassing Haier's comprehensive categories in air-conditioner categories) and became the second-ranked list in the overall category.
(Jingdong full category 6.1-6.5 sales TOP list)
Set a high tone, the first line camp is unstoppable
Under the background of "high inventory" remarks, the outstanding performance of Oaks Air Conditioning set the tone for the entire 6.18 air-conditioning war, boosting morale and boosting the market, so that the entire air-conditioning industry saw a clear trend in the pervasive smoke, Oaks and The other two brands form a solid first-line camp. With the most convincing data, only a long time in the product, brand, experience of high investment, deep exploration, thick accumulation, can really win the favor of consumer groups. In fact, looking back at the layout and tactics of Oaks Air Conditioning on the Internet platform, it is not difficult to understand the reasons behind its ability to take the laurels many times.
As early as the impact of the Internet on the destruction of traditional home appliances, Oaks bravely embraced the new trend, and established a stable and efficient strategic cooperation with mainstream platforms such as Tmall and Jingdong. The performance of the e-commerce sector has been rising and becoming a brand. The object of competing for imitation and learning is unmatched. It can be said that the comprehensive cooperation between Oaks' Internet spirit and Internet platform has created a number of cross-border miracles for home appliances and the Internet, opening a precedent in the industry, setting a new benchmark for the industry, and achieving multiple classic cases.
However, Oaks Air Conditioning is not satisfied with this. Based on the Group's boutique strategy, starting from the perspectives of product structure, user experience, user portraits, consumer demand, etc., comprehensive and systematic planning of the online sector, and the introduction of the Golden Man, Ming Yuexia, and the country A series of highly praised and well-known explosive products, such as Allure, are transformed from price and scale to products and users.
In May of this year, Oaks stood out among more than 10,000 brands in the world such as Samsung, Huawei, Midea, Sony, Philips, etc., and became the only consumer electronics industry to receive the Thom Summit's “Best User Experience Award†and “Best Popularity of the Yearâ€. Brand Award" two award-winning brands.
On April 12th, the Oaks Jingdong Super Brand Day, the total sales order for 8 minutes was over 100 million yuan. On May 10th, the lady cabinet machine ushered in the start of Jingdong, from the three areas of quality, technology, design, to bring consumers a new aesthetic of home aesthetics. It is understood that Aux Air Conditioning signed a strategic cooperation goal of 15 billion yuan with Jingdong Platform in 2018. The first quarter increased by five times compared with the same period of last year, and it opened a wonderful start. Strong cooperation, the platform cooperation model to promote the two sides to move forward.
(June's first lady machine on May 10)
Who is the brand upgrade and the competition, become a strong person to match the great era
With the emergence of new retail and new formats, we can deeply feel the charm of the new retail life and the driving force of the burst, and Oaks Air Conditioning once again surprised the industry with innovation.
The "Thousands of People's Network Approval Conference" exclusively created by Aux Air Conditioning has successively detonated major air-conditioners in Jiangsu, Beijing-Tianjin-Hebei, Henan, Anhui and other countries. The venue has more than 1,000 people, and even 3000 air-conditioner dealers participated in the scene, detonating in advance. This year's peak season air conditioning market consumption. Over the past three years, Oaks Air Conditioning has succeeded in overtaking the e-commerce platform to achieve its strong market size and brand awareness, opening the era of e-commerce in China's air-conditioning industry. At present, Oaks is exploring and creating a network batch mode, shortening the distance between the factory and the user, and opening a new era chapter of the Chinese air-conditioning industry channel.
At the end of May, Oaks Air Conditioning released a new hang-up machine made by a smart factory invested 2.39 billion yuan through the "Ferrari Track Carnival" event, and announced a new brand upgrade "Blue Plan", announced from the image, technology, Multiple dimensions, such as products, enable technology upgrades with product experience upgrades as the core. Enterprises will focus more on technology, fashion, quality product strategy positioning.
(New products hanging on May 26)
The future consumption trend will develop from quantity consumption to quality, taste and character consumption. Quality represents higher end, health and convenience; taste represents more personalized, customized and technological consumption; character represents consumer sharing of consumption, Value inheritance and emotional interoperability. Consumers are pursuing consumption while gaining more added value and meeting more needs from the physical level to the spiritual level.
From the growth path of Oaks' marketing transformation, intelligent manufacturing, and brand upgrade, it is understandable that the brand's popularity in the Internet of Things era originated from its young positioning, early-implanted Internet thinking, demanding quality, and precise control of the general trend. Wait.
In this year's collection of black technology, the head brand formed a leading position, the advantage was greatly highlighted, Xiaomi 8 mobile phone first launched Tmall, 60 seconds to grab the light; as of 12 o'clock on June 5, Dyson, Nearly 40 home appliance brands such as Panasonic and Midea are dedicated to Tmall 618. Oaks, who has always been in the forefront of the Internet, has taken the lead in the situation of four or two, and has seized the market share in the peak season, which is conducive to pushing up the performance of the 2018 cold year. It also allows the outside world to truly understand the power of the "Ox phenomenon" and "Aux speed". As the youngest and most fashionable brand in the first-line air-conditioning brand camp, Oaks’s ambition for the future has been revealed.
Zhejiang Best Nail Industrial Co., Ltd. , https://www.beststaple.com