Every year is different. As this year's Double 11 is approaching, various physical manufacturers and e-commerce platforms have started to use alliance models to come up with unique strategies to compete for Double 11. Judging from the practices of home appliance manufacturers, some companies are concerned about the intensity of product promotion, while others are more concerned about how many customers there are at this node and how many new products and services are provided to users. Oakes falls into the latter category. At the Oaks Air Conditioning Tmall Double 11 launch and new product launch event held on November 1, Oaks opened up new ideas for product customization, using a special Chinese style catwalk to introduce and launch its new Chinese style series of air conditioners Dream. Dance, feather butterfly, use Chinese style art to interpret the beauty of home appliances.
Growing against the trend in a sluggish environment
Since the beginning of this year, the overall market situation of the major appliance industry, including air conditioners, has not been very prosperous. Some people even use the term "dark moment" to describe this year. The home appliance industry is facing challenges. It can also be seen from the omni-channel push data of Aowei Cloud that from January to August 2019, the retail sales of major home appliance categories such as color TVs, refrigerators, washing machines, air conditioners, and kitchen appliances in the Chinese home appliance market all experienced negative growth of varying degrees. Taking air conditioning as an example, in the cold year of 2019 that just ended, the domestic air conditioning industry's high growth momentum for three consecutive years came to an abrupt end. Industry online data shows that the total sales volume of the air conditioning industry in 2019 dropped by 2.9% year-on-year, of which domestic sales dropped by 5.9% and exports increased by 2.2%.
But on the other hand, although the market development of major home appliances seems to have encountered many difficulties this year, many companies are also seeking change and innovation amidst difficulties. Those companies that are firmly centered on users and products , still achieving some rapid growth. Just as the home appliance market is sluggish, Oaks air conditioners have still achieved good growth. Yes, in the overall environment of market downturn, Oaks has become one of the few companies that has bucked the trend and grown. In 2019, Oaks air conditioner sales achieved a year-on-year growth of 8.3%, of which domestic sales increased by 5.0% year-on-year, and exports increased by 15%, both leading the industry.
With the upgrading of consumption in recent years, consumers’ requirements for product quality have become increasingly higher and more diversified, pushing China’s home appliance market to accelerate into the era of quality economy. Based on the refined needs of consumers, Oaks has been making efforts to seek innovation and upgrades. In March this year, Oaks Japan R&D Center was officially established. The R&D center's research directions mainly include four major fields: frequency conversion technology, intelligent control, industrial design and simulation analysis. For existing air-conditioning products, we will comprehensively upgrade the four core elements of comfort, intelligence, appearance and safety. China State Grid has learned that since March, there have been more than 50 technical experts in the Oaks Japan R&D Center. Because of this, their understanding of air conditioners has risen to a newer realm and a higher level. Oaks promises that the Japanese R&D center will launch more and better innovative products to serve consumers in the future.
In terms of overseas markets, in August this year, Oaks’ manufacturing base in Rayong Industrial Park, Thailand, was officially completed and is scheduled to be put into production in January next year. By then, this smart factory with a total investment of 1.5 billion yuan and an area of ??100,000 square meters will provide Oaks with 1.1 million smart air conditioners per year. After the completion of the second phase, the annual production capacity of the Thailand manufacturing base will reach 3 million units. Zheng Jianjiang, chairman of Oaks Group, once said that the air-conditioning manufacturing base in Thailand will build an industry-leading smart factory that will achieve full coverage of automation, informatization, and integration of production and warehousing. In addition, Thailand accounts for 20% of the Southeast Asian air-conditioning market capacity and is also the world's second largest air-conditioning manufacturer and exporter. Occupying the Thai market means that Oaks air-conditioning has taken the lead in the Southeast Asian market.
Up to now, Oaks has the world's 10 largest manufacturing bases including Brazil, Indonesia, and Thailand, and the world's 5 largest R&D centers including Japan. It is not difficult to see that Oaks is accelerating its global production capacity layout and is also launching a new transformation, which will continuously inject development momentum into Oaks to build high-quality air conditioners.
New Guofeng Air Conditioner Creates Double 11 Hot Sale
At the beginning of this year, Oaks took Internet direct sales of air conditioners as a new brand positioning, emphasizing channel optimization from direct supply from manufacturers to terminals. Under the guidance of the new brand positioning strategy of Internet direct sales of air conditioners, the development of Oaks has always adhered to the Internet direct sales strategy since this year. It is said that in the future, the strategic definition of Oaks air conditioners will also remain in the direction of the Internet, and it will firmly work with partners to deepen Communication and cooperation.
Always focus on products and consumers. We always adhere to the corporate philosophy that quality is the cornerstone and innovation is the soul, constantly practice intelligent manufacturing, and adopt digital, networked, and intelligent assembly lines to provide a strong guarantee for product quality. This is the corporate code that Oaks has always followed and practiced. Just as Oaks has placed the release of new air conditioner products at an opportunity node such as Double 11, it is precisely to cater to the trend of upgrading consumer demand and product upgrades in the entire development process of home appliances, and to create new opportunities to lead the entire consumer base to better Provide good products and services to consumers.
At this press conference, Oaks released two new Chinese-style air conditioners, Dream Dance and Yudie. According to reports, the appearance design of the Dream Dance air conditioner imitates the shape of petals, which is elegant and fresh to interpret natural beauty. The smart and slim waist body is supplemented by silk texture panels and transparent bright edges to show grace and luxury, creating an elegant and artistic life style for users. In terms of functions, it is equipped with voice intelligent control, so you can enjoy comfort without manual remote control. Equipped with patented automatic washing technology, it comprehensively protects respiratory health. Four-dimensional three-dimensional air supply makes the room temperature more uniform, 0.5°C temperature control, and accurate sensing of temperature changes, allowing every corner of the room to enjoy a comfortable experience. It is worth noting that the newly created Dream Dance by Oaks is a new national standard first-class energy efficiency product, bringing more energy-saving protection to consumers. Yudie air conditioner has a slim body with elegant arc design, which is simple and fashionable, showing its taste. Rapid heating in 60 seconds eliminates unnecessary waiting and creates a warm and comfortable living space for users. Equipped with the ECO smart mode, which takes into account comfort and energy saving, it can be remotely controlled with the APP, and can also realize intelligent power consumption and visual power consumption, saving power and worry.
It is understood that the new products released by Oaks air conditioners will be sold simultaneously on Tmall, Tmall Youpin, and Juhuasuan. Consumers can choose the platform to purchase and try out the new products. In addition, during this year’s Double 11, the new Guofeng series of air conditioners created by Oaks will continue to implement a 60-day no-reasons return after-sales policy for first-class energy-efficiency products, reassuring consumers with high-quality innovative products and humanized after-sales policies, and help drive a new era of With a wave of business growth, the Oaks Air Conditioning Double 11 Shopping Carnival is off to a good start.