Gree now has some core technologies of air conditioning, which can be seen from Daikin's refusal to cooperate with Gree to active cooperation. The beauty is more about directly introducing Toshiba technology, but there are not many core technologies, and the beauty is definitely the brand with the most advertisements for white goods in China, not the representative of strength. Midea Group's air conditioning brands: Valin Air Conditioning, Little Swan Air Conditioning and Royalstar Air Conditioning. It is not necessarily a good thing for Midea Group to diversify and expand at an extraordinary speed.
Even the main brands of Midea air conditioners are well-known and low-known. Midea's household appliances are the fastest growing brands in 20 10 China. As the first product line of Midea brand-air-conditioning, authoritative statistics show that Midea is the first brand in the air-conditioning industry in 20 10 China market, which is ironic. It's useless to say anything else, and it's useless to watch advertisements and sales.
Undeniably, consumers in China are the consumers who pay the most attention to advertisements. The sudden increase in sales brought by the sky-high mass advertising and butcher-style low-price sales of American brands may be beyond the reach of other brands, such as Hisense and Haier. However, Hisense and Haier will never do this in exchange for a temporary surge in sales, which is not their brand style.
Haier has been gradually taking the differentiation strategy, and the frequency conversion technology is a little later than Hisense. All Haier's products are still very different from Hisense's home appliance positioning. Hisense has always been a low-key and introverted brand culture; Low-key marketing and sales volume do not mean that technology and products are inherently poor. For example, the advertising strength of Hisense TV is the last few brands in China TV market, which is lower than the advertising cost of foreign brand TV, but it has maintained the first market share of flat-panel TV in China for eight years, which has to explain Hisense's internal strength.
During the period of 20 1 1 "May Day", the storm of inverter air conditioning in the United States blew all over the country, setting off a very strong whirlwind. The person in charge of Midea Air Conditioning said that during the period from April 29 to May 2, the sales volume of Midea, the leading brand of air conditioners, increased explosively, and users from major supermarket stores and home appliance counters came to buy Midea air conditioners in an endless stream, and some stores repeatedly snapped up hot and out of stock. Among them, the national sales volume of Midea inverter air conditioners has reached nearly 70%. Careful analysis of the data shows that Midea's air conditioner sales are closely related to its various marketing methods, and the sudden increase in sales is not directly proportional to profits. Midea brand price butcher-style low-price sales is a short-term behavior, which is not conducive to the long-term development of the brand. South Korean LG Electronics China Company is a precedent.
Typical case: When LG Air Conditioning first entered the China market, advertising and marketing were in full swing. The sales volume of LG brand air conditioners once reached the first place in China market, even surpassing the share of several classic air conditioner brands in China and other established foreign brands that have entered the China market for a long time, and it once lasted for a long time.
Just around 2006, the market share of foreign brands represented by LG, Panasonic and Mitsubishi Heavy Industries increased rapidly. In major cities, foreign brands have entered the first-line camp firmly occupied by domestic brands, and the market share of some original domestic first-line brands has begun to shrink. During this period, LG Air Conditioning once became the champion of short-term sales in some big cities in China, which put pressure on local home appliance brands in China.
However, the good days of foreign brands such as LG air conditioners did not last long; History is the truest and most objective test standard. In just a few years, the characteristics of high popularity and low reputation of LG Electronics in China have gradually emerged. The sales share of 2065 438+00 LG air conditioner in China market has dropped to less than four thousandths, or it will face the tragic situation of withdrawing from China air conditioner market. At the same time, the sales share of several foreign brands of air conditioners in China market is only a handful, and they are reduced to second-tier or even third-tier brands, which leads to Sharp Air Conditioning directly withdrawing from the air conditioning market in China.
20 10 the domestic inverter air conditioner market continues to rise. At present, Gree, Midea, Haier and Hisense Kelon have occupied 90% market share. Temporary market share can't explain the problem, the key lies in steady operation. The case of LG air conditioning has illustrated this problem.