The secret of Hisense air-conditioning selling

With the implementation of the national "energy-saving benefits" subsidy policy, new energy efficiency standards for inverter air conditioners are expected to be implemented during the year. Many places in Hisense Air-Conditioning Co., Ltd. sold out of stock. Some consumers even complained because they could not buy their products.

“We want to go faster and more stable than others, we must think of ways.” Wang Ruiji, vice president of marketing for Hisense Air Conditioning China Marketing Division, told reporters in a vivid manner, “Does not deny that weather and policy changes will have a significant impact on air-conditioning sales. , but our marketing and product strategy are going to be relatively more stable than others."

The technical innovation “Drilling” Wang Ruiji said that now more and more consumers have changed from what they used to buy at a fixed speed or to buy inverters to what kind of inverter air conditioners they choose. This shows that the guidance of national policies has been promoted by companies. It has an impact on consumers. Inverter air conditioner has become the direction of development of the industry in the future, but still need to establish a unified standard to further regulate, so that consumers have evidence.

Talking about the popularity of energy-saving air-conditioning, Wang Ruiji believes that energy-saving is a more general concept. All technical innovations that can increase the heat exchange capacity of air-conditioners and reduce the power of blowers and fans can improve the energy efficiency of air-conditioning systems. Taking frequency conversion technology as an example, the use habits and environment of Chinese consumers, especially inverter air conditioners, have been in high-frequency operation before they reach the set temperature. In fact, they are more power-consuming. This is why Hisense has developed dual-mode inverter technology. The original intention. At present, the successful research and development and application of a series of innovative technologies, including low thermal resistance ultra-efficient fin technology, floor-standing air conditioners, patented blowing-through dual-passage air duct technology, and SMART sensor control technology, have significantly improved the energy efficiency of air conditioners. This is why Hisense Air Conditioning is able to calmly deal with the APF standard.

“Digging out” the user experience With the advent of the consumer upgrade era, products become the first element of competition in the home appliance market. Based on the user experience, users can continue to attract consumers’ attention through technology upgrades and product innovations that create value for users. Non-responsive look at the weather, and other policies to impact sales.

“Establishment of a dual-drive system for technology and products is a development gene that Hisense identified at the beginning of its entry into the air-conditioning industry. Whether it is from the initial popularity of inverter air conditioners, Apple’s A8 series leads the industry, or it is currently the smart art of air conditioning heat. Out of stock, this is the result of our innovation system driven by user demand,” said Wang Ruiji.

It is reported that the current supply of the Hisense apple 89 series cabinet and hanging air-conditioning, with the artistic appearance modeling, intelligent remote control, 365 days of health purification, efficient removal of PM2.5, APF new frequency energy efficiency indicators and other core advantages With innovative products and user concerns, the market performance of Hisense is also expected.

The high-end products of the brand image of “攒” often represent the market position of a brand. With the development of the entire society and economy, the pattern of China's consumer groups is undergoing major changes. A young elite consumer class with personality, taste, dignity, intelligence, health, environmental protection, and comfort is increasingly growing. They are rational consumers, and their overall product requirements are very high. They agree that high prices are a manifestation of brand differentiation, and that higher prices require higher added value in terms of quality, practicality, and emotional satisfaction.

In fact, following the launch of Hisense's "Apple Pie A8" series of air conditioners during the National Day holiday in 2012, the sales scale and market share of Hisense air conditioners continued to increase, and the popularity and reputation of high-end products are gradually increasing. As represented by the 89 series luxury cabinets and hanging air conditioners, Hisense provides rational high-end consumers with the perfect experience that exceeds expectation, not only for high price, but also for satisfying their high quality of life through technological innovation and artistic style. pursue. The hot-selling of high-end products also reflects a steady step by the side of Hisense air-conditioning on the high-end road.