Grow against the trend in a depressed environment
Since the beginning of this year, the overall market situation of the home appliance industry, including air conditioners, has not been very prosperous. Some people even used the dark hour to describe the challenges faced by the home appliance industry this year. It can also be seen from the omni-channel summary data of Aowei Cloud. From 2019-1-August, the retail sales of major household appliances such as color TV, refrigerator, washing machine, air conditioner and kitchen appliance in China household appliance market all experienced negative growth in different degrees. Taking air conditioning as an example, in the just-concluded cold year of 20 19, the high growth momentum of domestic air conditioning industry for three consecutive years came to an abrupt end. According to industry online data, the total sales of air-conditioning industry in the cold year of 20 19 decreased by 2.9% year-on-year, of which domestic sales decreased by 5.9% and exports increased by 2.2%.
On the other hand, although the market development of household appliances seems to have encountered many difficulties this year, many enterprises are also striving for change and innovation, and those enterprises that firmly focus on users and products have still achieved some rapid growth. Just when the home appliance market was depressed, Oaks Air Conditioning made a good growth. Yes, in the overall market downturn, Oaks has become one of the few enterprises that grow against the trend. In the cold year of 20 19, the sales volume of oaks air conditioners increased by 8.3% year-on-year, of which domestic sales increased by 5.0% year-on-year and exports increased by 15% year-on-year, leading the industry.
In recent years, with the upgrading of consumption, consumers' requirements for product quality have become higher and higher, and they have become more and more diversified, which has pushed the China household appliance market into the era of quality economy. Based on the refined needs of consumers, Oaks has been striving for innovation and upgrading. In March this year, Oaks Japan R&D Center was formally established. The research direction of the R&D center mainly includes frequency conversion technology, intelligent control, industrial design and simulation analysis. Aiming at the existing air-conditioning products, the four core elements of comfort, intelligence, appearance and safety are comprehensively upgraded. China Power Grid understands that since March, there have been more than 50 technical experts in Oaks Japanese R&D Center. In this way, their understanding of air conditioning has risen to a newer realm and a higher level. Oaks promises that Japan 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, the manufacturing base of Oaks in Luo Yong Industrial Park in Thailand was officially capped, and it is planned to be put into production in June+10 next year. By then, this smart factory with a total investment of 65.438+05 billion yuan and an area of 6.5438+10,000 square meters will provide Oaks with 654.38+ 065.438+10,000 smart air conditioners every year. After the second phase is completed, the annual production capacity of the manufacturing base in Thailand will reach 3 million units. Zheng Jianjiang, chairman of Oaks Group, once said that Thailand's air-conditioning manufacturing base will build an advanced intelligent factory in the industry, which will realize full coverage of automation, informationization and integration of production and storage. In addition, Thailand occupies 20% of the air-conditioning market capacity in Southeast Asia, and is also the second largest air-conditioning producer and exporter in the world. The occupation of the Thai market means that Oaks Air Conditioning has taken the lead in the Southeast Asian market.
Up to now, Oaks has 10 manufacturing bases in Brazil, Indonesia and Thailand, and 5 R&D centers in Japan. It is not difficult to see that while accelerating the global production capacity layout, Oaks is also launching a new transformation, which has continuously injected the development momentum of building high-quality air conditioners for Oaks.
Xinguofeng air conditioner creates double 1 1 explosions.
At the beginning of this year, Oaks took the Internet direct selling air conditioner as a brand-new positioning, emphasizing the channel optimization from direct supply from manufacturers to terminals. Under the guidance of the new positioning strategy of Internet direct selling air conditioners, Oaks has been adhering to the strategy of Internet direct selling since the beginning of this year. It is said that the future strategic definition of Oaks Air Conditioning is still the direction of the Internet, and we will firmly communicate and cooperate with our partners. Always pay attention to products and consumers. Always follow 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 principle of corporate standing that Oaks has been following and practicing. Just as this time, Oaks put the release of new air-conditioning products in the opportunity node of double 1 1, it is precisely to cater to the trend of upgrading consumer demand and products in the whole development process of household appliances, create new opportunities to lead the whole consumers, and better provide products and services to consumers.
At this conference, Oaks released two new products of national air-conditioning dream dance and feather butterfly. According to reports, the design of dream dance air conditioner imitates the shape of petals, elegant and fresh, and deduces the beauty of nature. The smart waist is complemented by silk panels and transparent bright edges, which shows elegance and luxury and creates an elegant artistic lifestyle for users. In terms of function, it is equipped with intelligent voice control, so you can enjoy comfort without manual remote control. Equipped with patented automatic washing technology to protect respiratory health in all directions. Four-dimensional air supply, more uniform room temperature, 0.5℃ temperature control, accurate perception of temperature changes, so that every corner of the room can enjoy a comfortable experience. It is worth noting that the dream dance newly created by Oaks is a new national standard first-class energy-efficient product, which brings more energy-saving protection to consumers. Feather butterfly air conditioner, slim body with elegant arc design, simple and fashionable, showing taste. 60 seconds fast heating, avoiding unnecessary waiting, creating a warm and comfortable living space for users. Equipped with ECO intelligent mode, it takes into account comfort and energy saving. With the APP, you can realize remote control, intelligent power consumption, visual power consumption, power saving and worry-free.
It is understood that the new products released by Oaks Air Conditioning will be sold simultaneously in Tmall, Tmall Premium and Juhua, and consumers can choose the platform to buy and taste new products at will. In addition, during this year's double 1 1 period, the new Guofeng series air conditioners built by Oaks will continue to implement the 60-day after-sales policy of unreasonable return of first-class energy-efficient products, reassure consumers with high-quality innovative products and humanized after-sales policies, help drive a new wave of business growth, and fully start the shopping spree of Oaks Air Conditioning Double 1 1.