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解密2017超常规良性增长 长虹空调2018开创行业新格局
2017-08-07 16:02:32 中国经济网
中国经济网北京8月7日讯 (记者 殷俊红)随着2017冷年刚刚结束,在行业形势一片大好之下,各大空调厂家纷纷抢跑,吹响2018新冷年开盘的号角,意图提前抢占2018市场先机。这长虹空调即是其中的佼佼者之一。8月2日,长虹空调在四川绵阳隆重召开2018冷年营销开盘会议,驻外营销将士济济一堂,聚势突破,挥师进军2018。
刚刚过去的2017冷年是长虹空调的丰收之年,在“逆势奋进、良性经营、机制激活、系统突破”经营方针指引下,长虹空调抓住互联网背景下的转型契机,大力推进“+互联网转型”和价值转型,经营机制更加灵活、经营效率更加快速,不仅给消费者带来更好产品体验,也给经销伙伴带来更大经营价值。在多层因素之下,长虹空调2017冷年取得58%的稳健、良性增长,远超行业大盘增速。国内市场实现连续3年30%以上高速增长,内销出货突破360万套。海外市场1-7月实现108%以上高速增长,已形成亚澳、拉美、中东三大根据地市场。
解密2017超常规良性增长
长虹空调一直秉承“诚信、良性、透明”的经营理念,以诚待人,透明经营,寻找良性稳健增长。2017冷年取得良好业绩,除了好天气帮忙之外,长虹空调能取得远超大盘的增长水平,充分体现出其经营理念在经过多年深耕后给企业经营发展带来良性回报。这其中有几个关键词:四推、五化、一体化经营。
抓四推,提升销售能力,改善销售结构。
企业要长久持续经营下去,必须要持续给消费者提供更好的产品,持续给经销商提供更多的利润空间。而“推新品、推变频、推柜机、推专供”这“四推”就是为了在市场端更好推广更具产品特色、更好用户体验的好产品,在满足用户、经销商需求的同时,改善长虹空调销售结构,提升均价水平,提升市场地位。
精品战略是长虹空调“四推”的强大保障。精品战略强调从产品能力、从用户需求出发,以创新的理念、先进的技术、精湛的工艺,为用户打造外观好看、功能好用、体验超爽的产品。在在精品战略指引下,长虹空调近年来的新品焕发出了勃勃生机,获得了行业和市场的高度认可:CHiQ Q2F人工智能语音王柜机荣获2017冷年创新产品奖,CHiQ Q2L自然风挂机荣获2017冷年最受消费者关注产品奖。其中Q2F人工智能语音王柜机是长虹空调推出的一款充分体现出智能交互与智能响应等智能特性的一个爆款,从2016年底上市至今,先后荣获2016-2017年度空调行业智能创新领先产品、2016全国百城万店十大推荐产品、CES“中国创造”年度产品创新时尚奖、中国家用2016年中国家电“好产品”称号、2016-2017中国高端家电及消费电子红顶奖提名、2017冷年创新产品奖等重磅奖项,在市场上也引起巨大反响,成为长虹空调有史以来最为成功的上市单品之一,销量突破10万套。
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