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2017冷年收官盘点:志高三大战略全线告捷

2017-08-07 15:33:11   中国经济网

如果说16冷年的空调市场是“冰火两重天”的话,那么17冷年的格局无疑是全年高涨的走势。各大品牌竞相厮杀,去库存进程加快,但在中高端市场上,业绩表现却分化明显。

作为空调业四大家族之一,志高在2017冷年继续高举“高端化、智能化、全球化”的大旗,内销呈双位数字增长、智能王空调夺行业“双料冠军“、美国市场出口量连续三年翻番,同比增长达140%、人民大会堂宣布续约成龙十年代言…..志高这一年在产品、市场及营销上均全线告捷,更是在全球市场上充分展示了中国品牌、中国制造的魅力和实力。

  引领智能化风潮 荣膺中国家电好产品

回顾志高空调2017冷年以来的战略执行情况,可以清晰地看到其在品牌高端化、产品智能化、市场全球化的脉络。佳绩频出之后,绝非只出于高温天气等因素的加持,也非由单一的营销事件或者单个爆品组成。首先在志高“智能+工匠”精品战略指引下,2016年8月在空调行业高峰论坛上志高获评为“2016-2017年度空调行业云技术领先品牌”,智能王空调获评“2016-2017年度空调行业智能之星”;11月在中外六大空调品牌擂台赛中,夺得智能指数的单项冠军、综合性能最佳的全能冠军;2017年1月志高智能王系列90款、工匠大师精品系列179款及节能系列U191款三款空调获评为“2016年度中国家电好产品”,成为上榜好产品榜单数量最多的品牌,足见志高“智能+工匠”精品战略的厚积薄发,产品领先也为志高在市场上的全面开花奠定了坚实基础。

  市场表现双线告捷 品牌大事件惊艳业界

在营销层面,志高的创新和成绩也是有目共睹。线上,结合天猫、京东、苏宁易购等电商平台,瞄准重要促销节点强势引爆,又主动造势造节打响品牌知名度,其中618期间更实现了总销售额突破2亿,同比增长了115%的巨大突破。线下,志高整合渠道资源,踏准营销节点,掀起智能产品普及风暴,不仅提速自身,也激发竞品,引领了行业高端化及“价值战”潮流。继首创“零配件终身免费更换”的品质承诺后,志高又在智能王第三代新品发布会上联手中国人保以40亿保额重磅力推“全民体验计划”,首推质量问题赔付机制,再度成为家电行业先例。

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