How is Shuaikang's product sales at present?

Shocked the shady air-conditioning industry, flying against the wind in the air-conditioning market, Shuaikang Group, which has always been low-key and peaceful, made the industry feel "shocked and scared" this year. Recently, Shuaikang Group made another attack, spending 200 million yuan to start the "Three Refinements Plan" to create Shuaikang's exquisite, wonderful and exquisite image of kitchen and bathroom appliances, and hired Ms. Yang li Ping, who is known as the "dancing god" in China, as the image spokesperson of Shuaikang Group.

Zou, president of Shuaikang Group, pointed out: "The' Three Refinements Plan' should not only eliminate the separatist situation of domestic small household appliances industry, but also create a refined, fashionable and professional brand image comparable to foreign brands and become a first-class domestic kitchen and bathroom appliance expert."

350 billion small household appliances lack strong brands.

With the profits of air conditioners, color TVs, refrigerators, washing machines and other large household appliances falling continuously, Electrolux, Haier and other "home appliance predators" at home and abroad have extended their tentacles to the field of small household appliances with unique scenery. On the other hand, after the rapid development of small household appliances in recent years, there are many bottlenecks in the whole industry that need to be solved urgently.

First of all, there are many brands in the whole small household appliance industry, which are mixed. Statistics show that in the field of gas stoves, there are more than 1000 manufacturers in China. There are as many as 300 brands in the range hood field. Among them, there are famous brands such as Shuaikang and Haier, but most of them are unknown small and medium-sized enterprises, focusing only on sales, quality and brand.

Secondly, there is no strong brand, and the brand strategy is quick success and instant benefit. Statistics show that small household appliances are seriously short of strong brands, especially kitchen and bathroom appliances. Most of the existing well-known brands only occupy a comparative advantage in a certain subdivision of kitchen and bathroom appliances. For example, Shuaikang range hood ranks first for seven consecutive years, and Vantage ranks first in gas stoves. Moreover, its leading edge is not obvious, and few brands have a market share of more than 20%.

The advertising strategies of many domestic small household appliances brands only promote brand awareness and increase sales in a short time, but ignore the shaping of the overall image of the brand, resulting in vague brand positioning and obvious lack of brand pull.

At the same time, the survey data shows that the market space of small household appliances is very broad and the market potential is huge. According to industry experts' simple estimation, the market capacity is at least 350 billion yuan. Statistics show that in the whole kitchen field alone, 29% of urban residents will be ready to buy in the next five years, with a market space of 58 billion yuan. The annual production and sales volume of electric water heaters is as high as 1 1 10,000 units, with an annual growth rate of nearly 20%, and the market capacity will be 80 billion yuan in the next five years. The annual demand for range hoods exceeds 6,543,800,000 sets, with an annual growth rate of at least 654.38+00%, and the market capacity will exceed 50 billion yuan in the next five years. The total market demand for gas stoves will reach 42.4 million units, with a market capacity of 40 billion yuan. In addition, there are many kinds of small household appliances, and the market space is quite amazing. In the next five years, the market space will be at least 654.38+020 billion yuan. Therefore, many foreign brands are also eyeing kitchen and bathroom appliances, occupying a leading position in small household appliances. Domestic kitchen and bathroom appliances are facing unprecedented new challenges.

Take the lead in changing the team and shaping the image of gold medal

"Sweep away ten thousand lampblack, Shuaikang takes the lead". Shuaikang Group has become the industry leader with its successful advertising communication strategy, strict quality management system and advanced technology research and development system. According to the monitoring statistics of National Commercial Information Center, since 1996, the market sales of Shuaikang range hood has been ranked first in China for seven consecutive years. Shuaikang gas stoves and electric water heaters also rank third and fifth respectively in the domestic market share.

In the face of many bottlenecks in the domestic small household appliances market and the intensifying price war, Shuaikang put forward different opinions. Zou, president of Shuaikang Group, pointed out that competition in each industry can be roughly divided into two ways: price competition and brand competition. Although it is also effective to compete with price weapons, in the field of small household appliances, because the price of a single product is mostly around several hundred yuan and thousands of yuan, simply reducing the price is not particularly attractive to consumers. Moreover, under the current situation, blindly relying on price to participate in the competition is in danger of causing both sides to lose and even hurting the whole industry. The price war in the color TV industry in previous years has proved this point, and the color TV industry has not fully recovered. Therefore, Shuaikang shifted its focus to brand building.

Shuaikang hired "Dance God" Yang li Ping as Shuaikang's image spokesperson, which is the first step of brand integration strategy.

At the end of last year, Shuaikang Group proposed to build a "new life, new Shuaikang". To this end, Shuaikang Group began to select image spokespersons that can accurately represent its brand characteristics at home and abroad as early as the beginning of this year. The candidates include many celebrities, including famous movie stars Li, Zhou Xun and Song Chunli, and sports stars Yao Ming, Yang Yang, Fu Mingxia and. However, Shuaikang comprehensively considered various factors, and finally chose Ms. Yang li Ping, who enjoys the reputation of "dancing god" in the dance industry, as Shuaikang's image spokesperson.

Shuaikang Group has invested heavily in hiring Ms. Yang li Ping as the image spokesperson, which is essentially different from the "star economy effect" pursued by many home appliance communication enterprises at present. The essence of star economy is that in the buyer's market, people's attention resources directly determine their purchase intention, so the key of marketing economy is to compete for consumers' attention, and use high-attention stars to drive the rapid concentration of public attention resources, so as to achieve the purpose of "curve marketing".

However, the cooperation between Shuaikang and Ms. Yang li Ping obviously does not conform to several characteristics of the star economy. Although Ms. Yang li Ping enjoys a high reputation in the dance world, she has a long-standing reputation. However, due to her perennial commitment to the dance industry, her work is very low-key, and her popularity outside the dance industry is not high. Relying on Ms. Yang to directly promote product sales is obviously not more effective than popular movie stars and sports stars.

Shuaikang management believes that the cooperation between Shuaikang and Ms. Yang li Ping first depends on the consistency and mutual recognition of quality, professional concept and professional accomplishment. Ms. Yang li Ping's impeccable conduct, excellent professionalism, courage to innovate and enduring qualities are completely consistent with the corporate philosophy of quality-oriented, professionalism and courage to innovate pursued by Shuaikang Group. More importantly, Yang li Ping's artistic attitude of pursuing perfection and paying attention to details is exactly the same as Shuaikang's idea that "exquisite life comes from details".

Determined to build an "expert in kitchen and bathroom appliances" against foreign brands

The insiders believe that compared with foreign brands, the biggest gap between domestic kitchen and bathroom appliances brands is not in the function of products, but in the appearance and details of products, especially in brand building. In fact, due to different cultures, the functional requirements of kitchen and bathroom products vary greatly. Take the range hood as an example, the cooking styles of China people and westerners are quite different, which determines the different characteristics of product development. Westerners are "aesthetes" and don't pay much attention to the performance of range hoods. People in China cook a lot of oil fume, while people in China pay more attention to the performance of absorbing and leaking oil. Shuaikang, the first deep range hood in China, put forward the product development concept of "Chinese core", which solved the disadvantages of traditional range hoods, such as small suction, loud noise, easy oil leakage, difficult disassembly and washing. Moreover, the product development concept of "China Core" has been widely accepted by foreign brands of kitchen and bathroom appliances. Even Electrolux, who advertised as the world's most professional manufacturer of kitchen and bathroom appliances and served professional chefs in Europe for more than 75 years, was particularly prominent when she entered the kitchen and bathroom appliance market in China.

Zou pointed out that foreign brands of kitchen and bathroom appliances have regarded OEM as the best entry point to enter the China market. Because in this way, we can not only export technology to give full play to the advantages of high-tech products, but also exchange the technology of "China Core" products, and quickly make up for the congenital defects that some foreign kitchen and bathroom appliances are not suitable for China's national conditions. Coupled with the strong attraction of foreign brands to Chinese people, domestic brands must strive to reshape their brands from product details if they want to maintain the leading position in the small household appliances market.

In order to confront foreign brands in an all-round way, Shuaikang put forward a "three-refined plan" aimed at creating Shuaikang's exquisite home appliances, wonderful home appliances and exquisite home appliances.

Zou, president of Shuaikang Group, told reporters that after joining the WTO, Shuaikang's competitors will be international brands like Electrolux. Shuaikang looks forward to the smooth implementation of the "Three Refinements Plan" and establishes Shuaikang's exquisite, wonderful and exquisite brand-new image as an expert in kitchen and bathroom appliances, expecting to surpass foreign brands in quality, technology and fashion sense.

Therefore, Shuaikang announced that it will spend 200 million yuan in the next three years to become a unique "kitchen and bathroom appliance expert" in China. Shuaikang re-planned and integrated the range hood, electric water heater, gas stove and the whole kitchen, and spent 200 million yuan to improve and innovate the R&D system and quality management system of kitchen and bathroom appliances, striving to be bigger, stronger and more sophisticated. In product development, the strategy of paying equal attention to practicality and differentiation is adopted. Teacher Zou believes that if a brand wants to become a strong brand, it is a basic condition to win the love of consumers first. To this end, Shuaikang positioned its products in practical aspects to meet the preferences of domestic consumers. At the same time, Shuaikang will try its best to provide kitchen and bathroom appliances different from competitors to attract as many consumers as possible.

Industry insiders predict that the introduction of Shuaikang's "Three Refinements" plan and the huge investment to build Shuaikang's "kitchen and bathroom appliances experts" will have a strong impact on the current fragmented and mixed small household appliances market. Longwen