Recently, in the report of Yunguan Data released "2018 Tmall TOP10 brand data and year-on-year" in various industries, Midea ranked first in the kitchen appliance industry in the first quarter of 2018, and the market performance was very eye-catching.
Behind the achievements of the first quarter of 2018, it is the forward-looking strategy of the US kitchen-food market and the product strength and brand power of the kitchen power market for many years.
Practicing "product leadership" and leading the kitchen appliance market
The market is the touchstone of the most demanding and fair corporate strength. In such an open and transparent information environment, in addition to the quality of products (services) and the tension of brands, no one can have a third effective way to "buy consumers." To put it bluntly, in this era of increasingly rational consumers, product use experience is better, and product purchases should be convenient. Especially for kitchen appliances, product strength is the dominant core attraction.
As early as 2012, Midea Group put forward three strategic axes of “product leadership, efficiency drive, and global operationâ€. It is clear that the product leader is placed in the first place is intentional. In recent years, Midea's kitchen electric series steam washing range hood, steam cube x7 series of beautiful microwave ovens, Midea FUN oven are all strategic products of leading products. To this end, the research and development of the US kitchen appliances investment is also extremely amazing. Midea's kitchen power has three research and development centers in China, Italy and the United States, focusing on cutting-edge technology and bringing together the world's leading innovative technologies. Among them, Italian design aesthetics is integrated into product innovation, and has been recognized by many international awards such as IF and Red Dot.
Grasping the changes in consumer demand and giving the perfect solution to consumer demand, this is the most fundamental factor that the US kitchen power can lead the market in the first quarter. As a brand that strives to create a smart kitchen, Midea's kitchen appliances can grasp the trend of consumption upgrading, locate high-end kitchen appliances, continue to run through the "future kitchen" strategy, and step up the intelligent layout of the kitchen.
Follow the consumption upgrade to create a multi-dimensional marketing and new retail experience model
At present, the market for consumer upgraded products is becoming more and more popular online. Online shopping has become one of the main battlefields to meet the individual needs of consumers and drive consumption upgrades. With the strong brand power and product power of the US kitchen, as well as the multi-dimensional and flexible marketing model, the online and offline channels are linked to the trend, and in the market of consumption upgrades, it has become a powerful engine for driving growth.
In addition, Midea's kitchen appliances are also actively trying new marketing channels and models. With the rise of the new retail wave, the kitchen electric + new retail sales model was opened, and the offline baking experience store was used as the carrier to carry out the “baking†to the end, and the kitchen experience hall was made into the “baking classroom†for the national baking enthusiasts. And “Gourmet Paradise†to attract more audiences and directly contribute to sales. Let consumers not only experience the fun of baking, but also let consumers experience the high-end and fashionable feelings of the beautiful kitchen appliances brand in the social field.
Stick to the initial heart of user experience and use technology to drive a better life
For the United States, behind the series of innovations, there is a core that has never changed. That is the initial intention of “creating the enjoyment and experience of a better life for usersâ€.
In fact, after the wave of the Internet, Midea has gradually transformed from a billion-dollar appliance giant into a large-scale technology enterprise that has not invested in it. It has been focusing on the "double-smart strategy" with smart home and smart manufacturing as its core. Study how to extend human behavior, emotions and thinking to machines and make machines interact better with people. In other words, even with a small hood, Midea first defines its original intention to meet the needs of people, meet the needs of the most suitable Chinese kitchen environment, do not deviate, do not innovate and innovate, swear by technology belt Come to more actual user value.
Just as “the original life can be more beautifulâ€, the ultimate vision of this beautiful group advocates that the United States is driven by the three strategic axes of “product leadership, efficiency-driven, global operationâ€, whether it is independent innovation in the field of kitchen appliances, or The globalization of science and technology groups has enabled humanity to return to the essence of creating and enjoying a better life, and not forgetting the development of the initial heart.
Midea kitchen appliances, focusing on the field of kitchen appliances, leading the kitchen technology revolution with leading technology, research and development of many kitchen appliances with invention patents, and repeatedly pioneered the industry. Since its inception, it has won the trust of thousands of Chinese families with its innovative technology, humanized and beautiful design and excellent quality.
Invented the company's genetics for innovation and technology
All along, the United States adheres to the comprehensive layout strategy model of property rights patents, and all aspects, multi-category incentive product patent research and development. In September 2017, the “2017 Global Innovation Report†released by Corey Wei'an showed that Midea has ranked first in the field of home appliances for three consecutive years, and the number of patents for kitchen appliances is the highest. Midea Kitchen Appliances currently has 7,974 patent applications, covering 503 overseas patent applications, and has more than 3,808 patents granted, which has become a leading brand in China's science and technology innovation. Midea Group's investment in research and development is increasing, and it will invest about 8 billion yuan in 2017 alone, or about 1.2 billion US dollars. In the past five years, it has invested more than 20 billion yuan in research and development, and its total R&D investment ranks first among Chinese household electrical appliance enterprises. Midea's kitchen appliances always insist on invention and innovation, leading the development of the kitchen appliance industry, forming the core advantages of the brand and generating strong momentum. .
After several years of unremitting efforts, Midea’s kitchen appliances have also experienced the intellectual property center from scratch, and the patent management team has grown stronger. At the same time, through the innovation of internal structure, a set of patent system belonging to the United States has been established to build its invention. The "Enterprise Moat". Over the years, the beauty of kitchen appliances can lead the development of the global kitchen power industry, but also inseparable from innovation, "invention" has been integrated into the enterprise's genes.
As the leading brand in China's kitchen electric technology innovation, Midea's kitchen power relies on a group of more than 100 billion-scale, and such brand pull has reached every corner of the world. At the same time, in terms of the beauty of kitchen appliances, the smart whole kitchen that it pursues is from the upgrade of a single product to the solution of providing a whole kitchen.
From this perspective, the sales of US kitchen appliances in the first quarter won, perhaps a prelude to its outbreak in the market in 2018.
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