Since the beginning of this year, the war in the central air-conditioning industry is being fully burned from the commercial market to the home market. Whether it is the US, Gree, Hisense, Haier and other local enterprises, or foreign companies such as Daikin, York, Trane, Mitsubishi, etc., they hope to use this round of target market transformation to quickly grab the new cake of the home central air-conditioning market. Since the beginning of this year, the war in the central air-conditioning industry is being fully burned from the commercial market to the home market. Whether it is the US, Gree, Hisense, Haier and other local enterprises, or foreign companies such as Daikin, York, Trane, Mitsubishi, etc., they hope to use this round of target market transformation to quickly grab the new cake of the home central air-conditioning market.
Who can win the battle? It can be said that every new market expansion and detonation means a new battle for home appliance companies, a new lane change opportunity. This is especially true for local brands that have been seeking strong growth in the central air-conditioning market in recent years.
Faced with the new air-conditioner and new cake of home-based air-conditioning, it is the beauty and Gree that has already taken the lead in the central air-conditioning market, and is closely followed by Hisense and Haier. It can be said that all of them are in the product, channel, marketing and service, and they are all in a good position. They have seized the strength and the foreign brands such as Daikin to seize this new cake in the market. Make a big cake and grab a new cake.
To sort out the practices of local central air-conditioning giants in recent years, how they are in the layout and advantages of home central air-conditioning. Who can use this detonation of the home central air-conditioning market to become the new brother in the industry?
Beautiful break
At the China Refrigeration Exhibition just past, Midea launched the TR+S/TR+mini series of TR+ all-round home central air conditioners. It is said that many core indicators of quality and performance surpass Japanese brands and reach world-class standards. Similarly, after Midea's acquisition of Clivet, the Italian central air-conditioning company, its products debut in China, and chose the home field, which is enough to see the importance of the US in the field of home central air conditioning.
In addition to the US and Clivet dual-brand layout of the central air-conditioning market, Midea has also applied its marketing innovation and flexible means to the marketing of home central air-conditioning: hand in hand to the five-person platform to collect 60 home improvement newcomers. At the same time, the swimming team Jiao Liuyang and the diving team Chen Ruolin, as well as famous Chinese and foreign designers and other celebrities are invited to endorse the products.
Midea also revealed that it is actively exploring the O2O conversion model under the new format, aiming to provide consumers with integrated home improvement appliance solutions including the central home. This is the problem that central air conditioners need to solve urgently. That is to say that the channel should be further opened up, and the service for product features should be further improved.
Gree rises
As a Gree who has always been the author of "Made in China", the competition between the two in the central air-conditioning market and the United States in recent years can be said to be quite fierce. On the one hand, Gree and Midea are old rivals in the household air-conditioning market, and the two males have been leading for many years; on the other hand, Midea’s efforts have pushed the Gree in the central air-conditioning market to achieve overtaking.
However, Gree is obviously not a company that is good at losing. In recent years, it has also actively deployed home central air-conditioning market, such as the introduction of household-type hot-heating and cooling machine, GMV platinum rhyme home multi-line and other models, of which GMVStar energy efficiency exceeds the national one. The level standard is nearly doubled.
For home central air conditioning, the channel with marketing service capabilities has always been particularly important. This year, Gree and Gome signed a strategic cooperation agreement to further strengthen the transformation of new offline scenes. In the future, there will be 500 Gome stores built into the Gree Central Air Conditioning Promotion Zone, which will provide consumers with a one-stop shopping experience by displaying products. Together with Gree's own 2,200 service outlets, these will be its biggest advantage.
Of course, relative to the United States, Gree central air-conditioning has a big weapon, that is, the endorsement of "Net Red Entrepreneur" Dong Mingzhu, and the continuous breakthrough for Gree in the home central air-conditioning market, providing the necessary assistance at critical moments.
Hisense sprint
As early as 2003, Hisense Hitachi Air Conditioning Co., Ltd. was established to accelerate the expansion of Sino-Japanese integration of Hisense and Hitachi brands. Because of the Japanese brand's genes, coupled with the early launch of the "Hitachi" and "Hisense" dual-brand operations, Hisense has become the largest black horse in the home central air-conditioning market, directly against the big gold, grabbing the big gold.
Last year, Hisense Hitachi in the home central air-conditioning market, can be said to be "a kind of thorns", not only become the fastest growing, most profitable business of the entire Hisense Group, but also to grab the biggest cake in the home central air-conditioning market. Although Hisense Group has been operating the market in a conservative and cautious style, in the home central air-conditioning market, Shanghai Xinri Li can be said to be “actively snatching†and “frequently brightening the sword†to create a new rhythm of the Sino-Japanese joint venture.
The brand is strong, the product is strong, and the market and user awareness are relatively high. This year, Hisense Hitachi launched a new glory series in the home central air-conditioning market, and the innovative products have become the industry leader. In addition, in recent years, Hisense sports marketing has achieved remarkable results. From the European Cup to the World Cup, Hisense Hitachi's home central air-conditioning business will further accelerate the sprint with these world-class events.
Haier gains momentum
Although currently in the domestic central air-conditioning market, Haier's market performance is not as prominent as the other three. However, in meeting the needs of users, Haier has always been the benchmark of the industry, and its advantages are obvious.
At present, it has three major brands, namely Haier, Casa Di and GEA. At the same time, it has invisible windless central air conditioner that integrates floor heating system, air conditioning system and independent dehumidification system, as well as MRV wireless with modular design. Online products such as online and supermatch can provide users with personalized and integrated solutions.
In terms of seizing channels and services, Haier Central Air Conditioning signed a 2017 annual strategic cooperation agreement with Suning to launch a 10-year warranty policy for home central air conditioners in Suning, with the intention of releasing new market detonation signals. These positive measures add to the influence of Shanghai's own brand, which will add a lot to Haier's central air-conditioning market.
The "first" dispute in the central air-conditioning market has never been finalized. Today, the home central air-conditioning market is even more melee. Overall, compared with the Japanese home central air-conditioning brand has occupied a large share in the market, with mature brand reputation and recognition, although the local central air-conditioning enterprises do a good job in some sub-products and fields, but no one company It can be said that it has a systematic lead. This is both pressure and motivation.
In the future, who can dominate the home central air-conditioning market, but also depends on the continuous breakthrough capabilities of various companies in products, channels and marketing!
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