Chunlan Air-conditioner sets new guidelines and new operating model

This year, the Chinese home appliance industry has experienced a year of ups and downs. The domestic air-conditioning companies have spent a truly "cold" year in the year, and most companies have ushered in the 2013 refrigeration year in which the situation is still not clear in the low-key opening. There is a company that has held dealership opening meetings three times in recent months to show confidence in the industry next year. This company is Chunlan.

Yu Shunnian, head of the news department of the Chunlan Group, told the reporter of the China State Grid that the 3rd customer conference of Chunlan Air Conditioning 2013 on the 21st of this month has just ended. At this time, few companies still started the opening meeting. In September and October of this year, Chunlan Air-Conditioner has held two distributor meetings. Yu Shunnian said that after the last two meetings, many new customers were the mainstay. Many new customers immediately decided to cooperate after visiting Chunlan's 2013 new products and observing the comprehensive strength of Chunlan Group. So far the number of Chunlan customers has increased by 50%.

In the 2012 frozen year, many domestic air-conditioning companies' performance was significantly reduced due to industry constraints. Some companies began to make positive adjustments from management to products to marketing. Chunlan is not embarrassed, but has a long-term focus and careful layout. Yu Shunnian said that a user of Chunlan Air-conditioning had feedback to the company. In the past ten years, his home refrigerators, washing machines, microwave ovens and other home appliances have been replaced, and only air-conditioning has not been replaced, enough to meet the quality assurance of Chunlan air-conditioning. However, companies cannot be left invariable on an intrinsic basis. Air-conditioning is just the cornerstone of Chunlan Group's diversified business. Under the new market environment, if it is to break the existing scale and reshape the brand image, the company must make changes.

In the cold year of 2013, Chunlan introduced a new product lineup, new technical functions, new marketing strategies and new service initiatives through large-scale technological transformation and technology upgrades, and thus entered a new period of development.

According to the introduction of Shunnian, product serialization is the primary change. Chunlan launches seven series of household wall-mounted and cabinet-type inverter air conditioners, including "Dr. Jing", "Jin Meng", "Knight", "Jia Yun", "Ruizhi", "Saiyu" and "Yindie". , 35 products to enrich the choice of terminals, products focus more on smart, energy saving, environmental protection, quiet, comfortable, healthy, stylish and other design concepts and advanced technology. In the use of products more emphasis on user experience and details. He also cited the example of the remote Controller being the most neglected by manufacturers, but in fact it is highly valued by users. The remote controller equipped with Chunlan can be sensitively controlled from any angle, and the design with backlight will make the user's use easier.

Chunlan also attaches importance to making breakthroughs in commercial air conditioners. Yu Shunnian said that in the group’s 500 million yuan technical reform fund, 100 million yuan was invested in commercial air conditioners for product technology and equipment improvement, and 200 million yuan was invested in Compressor technology transformation. In the new cold year, Chunlan also launched a new series of commercial air conditioners, including variable frequency multi-line, modular ducted units, and instant heat pump water heaters. Chunlan is also expanding the scope of commercial product agents and increasing brand promotion efforts.

Chunlan market strategy has been advocating the implementation of "happy marketing" and respecting and safeguarding the interests of customers. Yu Shunnian said that this strategy is effective in marketing in 2012 and will continue to be promoted next year. At the same time, in 2013, it will continue to implement a flattening agency model that reduces intermediate levels, and directly implements new marketing policies that are more marketable, transparent, fair, and mutually beneficial to the county-level agents.

"In the past few years, Chunlan has been thinking about how to do channel networks. Now I've found out that the flat agent model is a suitable and Chunlan-specific channel model." Yu Shunnian said.