[PConline News] In 2016, Midea Environmental Appliances has been continuously promoting the development and growth of the white-box market. At the beginning of the new year, it was also a momentous effort to launch a grand national dealer conference and new product launch. On February 24th, 2017, the “Environmental Fans Meet the U.S., Incidents†with the theme of the U.S. Environmental Appliance Dealers Conference was held in Guangzhou. The regional core distributors of the U.K. were also gathered together to interact with each other through high-tech projection. The experience of the distance has the latest technologies and appearance of the new environmental appliances. At the same time, Fu Yongjun, general manager of the U.S. Environmental Electric Division, and the responsible person of each department attended the meeting, and looked forward to its 2017 development strategy in terms of R&D, domestic sales, and markets. First, the consumption upgrade brings the turning point of the industry, the United States of the force of the high-end market As the income level of Chinese residents rises, the middle class rises. On the one hand, the purchasing power of consumers has risen sharply, and the demand for products has also increased. On the other hand, in the "troika" that drives China's economic growth, the impetus for investment and exports is insufficient, and the potential for consumption has yet to be fully stimulated. There is a lot of upside to fill in the gaps, and consumption upgrades have been favored by the market. From low-end to high-end, from basic to quality and healthy changes, the upgrading of industrial structure has been forced. The consumption upgrade will inevitably bring about an industry turning point. The home appliance industry is the industry with the most fierce price competition in China, and the continuous rise in bulk raw materials and costs has put the price of home appliances under pressure. The competitors have been under pressure to contract and the competition has turned to local. Under such circumstances, Midea Environmental Appliances gave up low-end fans as early as 13 years, and preemptively laid out mid-to-high-end markets. Since the introduction of the first smart fan in 2014, this year's new products have added intelligent control functions on the basis of frequency conversion. Industrial technology pays more attention to user-friendly design and user experience. The improvement of product quality has led to a significant drop in the pre-sales non-compliance rate of U.S.-based U.S. electricity, and a significant decline in the e-commerce gap rate. Since the mid-to-high end market was launched, Midea’s domestic market share of environmental appliances has risen instead of rising. According to Liu Guojun, the general manager of the domestic electrical appliances division of the United States, speaking at the conference, the average retail price of U.S. electrics has further increased from 13 to 16 years. Domestic sales revenue increased year by year; Midea’s market share under the ring and wire increased year by year. According to the survey data of China Yikang, the summer market accounted for 49% under the line of 16 and the winter market accounted for 39%, leading the industry; On the market share is a rapid increase, 15 years of electricity supplier growth rate of more than 90%, 16 years is to maintain the summer 45%, 68% in winter growth rate; the United States fans, Garment ironing machine industry boss status in the past two years No one can shake it. Second, the reform of industrial structure, the United States embracing the new blue sea After decades of development in the home appliance industry, the market has become increasingly saturated. However, environmental appliances still have considerable market capacity and potential. With the improvement of living standards, the concept of healthy life has been gradually promoted. Everyone has gradually begun to realize the importance of protecting the environment. The normalization of hazy weather has stimulated the rapid development of the environmental protection industry, and the people’s use of environmental electrical appliances. The demand is also more prominent. On this occasion, the United States launched the theme of "a net fan to make the United States," the theme of the conference, and from four aspects of the "net fan" how to "do the best" of the industrial layout. First, in the R&D area, Midea’s environmental appliances increased R&D investment. From 13 to 16 years, the total number of R&D personnel doubled, the proportion of R&D masters increased significantly, and the 4,500-square-meter test center building was used globally. World-class testing centers and national-level laboratories accredited by third-party certification bodies in all regional markets. This will increase R&D efficiency and continue to lead product quality. Second, from the perspective of internal management, resolutely go to inventory, adjust the structure. China's manufacturing industry is shifting from the 2.0 stage of mass production to the refinement of 3.0. Adjusting excess production capacity and transforming the production mode will help companies reduce costs and improve product quality, thereby realizing profit improvement. Since the beginning of 14 years, the U.S.-based U.K. has carried out simplistic operations, reducing the number of product models from 125 to 71 in 16 years, a year-on-year decrease of 43.2%. Third, to deepen the transformation of the marketing model, Liu Guojun, general manager of the domestic electrical appliances division of the United States, said: Promoting T+3 to enhance the ability to deliver quickly; promote flat channels and improve operational efficiency; channel empowerment, improve customer operating capabilities; and actively develop E-commerce, etc., are the recent marketing priorities of Midea Environmental Appliances. Finally, lay out new industries and expand the advantages of scale. Garmenting machines and air-cleaning products have been placed under the management of environmental appliances. Under the management and operation of Central Power, the features of Garment Steamer products have been upgraded and re-emerged at a rapid rate. The proportion of e-commerce has increased by three points over the last 15 years in 16 years. In the air-to-clean area, new national standards have been introduced in the field of air purifiers. The chaos of barbarous growth has been improved and the industry is returning to the right track. The development potential of the market of billions of dollars cannot be underestimated. Liu Guojun, general manager of the domestic environmental appliances division of the United States, said: Central Power will focus on the core areas, core markets, and core platforms, start adding net markets, and build online explosives with the same price online and offline. The future goal is 2 billion yuan. While other home appliance brands are still killing Boli on the occasion of the Red Sea, Midea has long since passed deep insights into industrial upgrading, and has been working on the high-end market, deploying new industries, and enjoying the transformation and development in the areas of intelligence, health, and environmental protection. Corporate dividends. "The net fan is as beautiful as the United States, and the trend is in the same direction." The layout of Midea's environmental appliances in the variable frequency fan and air-cleaning areas will be further strengthened, leading the industry in the direction of future development and transformation, and positioning itself as an industry leader.
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August 21, 2022