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盘点2017冷年:解密志高空调增长背后的驱动器

2017-08-18 16:15:16   中国经济网

2017冷年对于所有空调厂商来说,无疑是一个丰收之年。据中怡康数据,2017冷年,空调市场的零售量和零售额规模分别为5572万台和1906亿元,分别同比增长29.4%和35.4%。在此其中,志高空调,是备受用户瞩目的品牌之一,整体空调上墙率再次创下历史新高!

截止今年5月底,志高空调国内市场的空调产品出货量增幅已经超过了55%。海外业务覆盖200多个国家和地区,稳居行业前三。在“高端化、智能化、全球化”三大战略指引下,志高抓住“中国制造2025”、“一带一路”建设等政策东风,大力推进国内、海外市场双擎战略和行业价值战,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。那么,志高在过去一年取得超越行业良性增长背后的奥秘又是什么?

  “智能+工匠”精品战略 领先一骑绝尘

在17冷年,志高围绕智能、工匠精品、健康、节能4大方向,全力打造多款强大市场竞争力新品,进行差异化平衡式布局。其中又以智能王和工匠大师精品“二重奏”为主导,定位年轻消费者和中高端用户,在产品智能化上更是独步行业,勇夺“中外空调智能擂台赛”的智能指数和综合性能双料冠军便是明证。

17冷年志高空调推出了新品“智能王3代”,除了外观简洁美观,产品还握有5大创新王牌,实现了智能清洗、智能生态、智能感应、智能云端、智能服务等五大核心功能。在原来智能王的常规功能上,实现了手势控制、智能送风、安防监控、视频直播等功能,堪称市场最好用的智能空调。

 发力品牌高端化 市场全渠道爆发式增长

通过续约成龙十年长约、登陆纽约时代广场等一系列举措,作为空调业四大家族之一的志高近年来不断引领行业高端化风口,在逐步完成了中国本土市场的升级与布局后,在全球高端市场中也展示了大国品牌的风采,发出了“让中国制造再次伟大”的时代最强音,全面擦亮中国制造新名片。

除产品品质过硬、品牌度与日俱增外,志高能够实现从容增长的原因还在于实现了线上线下市场双轮驱动。线上结合主流电商平台,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,志高通过整合全渠道资源,不断扩张传统渠道版图,加快下沉三四级增量市场,深耕细作,不断创新营销思路,最终实现了全渠道爆发式增长,国内销售再创历史新高。

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