Vincent Neil

On September 5, State Information Center holds " summit forums of 2007 air conditioners of trades " in Beijing ,Have released " home air conditioner white paper in 2007 ".

" the white paper " claim development department, information resources of State Information Center, retail monitoring resulting monthly terminal to the intersection of China and 345 city, overth many kinds of the intersection of marketing and achievement state, the concentration degree of the brand was further promoted in 2007, compared with the situation that 2006 is chilled for year, were reduced to 33 by 52, the occupation rate of sales volume which ranked the first 5 brands was relatively improved by 5.29 percentage points last year.

According to another the happy health counts the data display, in January - July of this year, the overall market share of air conditioner of Hisense and Kelon air conditioner exceeds 10%, become the air conditioner family of over 10% for fourth market share, Hisense Kelon makes up four major families of air conditioner with Gree, beautiful, Haier, form the first new legion of air conditioner trade; Meanwhile, the sum of the market share the first new legion is up to 57.49%, and other 26 times two, sum of the brand market share of the strategic hinterland of China drop to 41.3%, the leading situation of four major families has already basically finalized the design, the centralized process of market of air conditioner trade is further accelerated.

In promoting the first group to expand armaments and facilitate the process that the competition pattern of the trade changes, promotes the industry of the air conditioner to accelerate being upgraded, Vice Chairman in charge of China's marketing of Hisense Kelon Yang YunDuo has made the outstanding contributions; The forum is held and then hold the grand prize-awarding ceremony, award to Yang YunDuo " annual leaders of 2007 air conditioners of trades " Title. At the same time, seeing that the air conditioner of Hisense, overhanging market manifestation of Kelon air conditioner, authorize the Hisense air conditioner 2007 to chill rewards such as brand, the best growth award, best frequency conversion air conditioner award of the annual pioneer of Chinese market,etc.; Authorize brand of pioneer of international market of air conditioner of Kelon, the best marketing innovative award, best energy-conservation to contribute multiple Grand Prix such as the award.

It is reported, last before, market share was up to 10% of the air conditioner enterprises, there are only three Gree, beautiful, Haier, the sum of market share is close to 50%. Since year-end Hisense became owner of Kelon formally last year, air conditioner and Kelon air conditioner of Hisense are in coordination with operation on the market outside China, the result is prominent, the especially advanced products realize robust growth in pairs, the synthesized competitiveness is heightened, the sum of the market share exceeds 10% at one blow, become the family of over 10% for fourth market share, promote the air conditioner trade to further move towards centralizedly.

The expert points out on the forum, Hisense Kelon puts out serial great movements such as the advanced strategy of ruggedization, the Olympic marketing of using motor, launching the frequency conversion alliance in succession in 2007, while promoting competitiveness and market position of the air conditioner of Hisense Kelon by a wide margin, also led the trade to develop in the healthy direction, has promoted the great change of the competition pattern of the trade.

First, the advanced strategy of ruggedization.

Enter 2007, the raw material price of the air conditioner continues remaining high, the popular products competition is aggravated, the market focus presents the pluralistic trend. Under this background, Hisense Kelon locks the products development goal of the air conditioner as returning to key technology, the advanced strategy of ruggedization, promote the updating and upgrading of a product. Yang YunDuo introduces, with only pushing " advanced strategy " of one or two advanced products under the regular meaning Different, the advanced strategy of Hisense Kelon locks three keywords: The health is high-efficient, frequency conversion, appearance innovate; Through popularizing health a pair of high-efficient air conditioner, frequency conversion air conditioner of first class efficiency in a large amount, and introduce and innovate the appearance in a more cost-effective manner, has realized the high side of the king pin products, thus promote the grade of the products in an all-round way.

Among them the air conditioner of Kelon is on the basis of energy-conserving horizontal leading advantage, health technology of ruggedization and appearance innovate. Sharp point that introduce newly this year still series of products, newly-increased automatic cleaning system, multiple the intersection of sterilization and filter screen, the intersection of air quality and the intersection of automatic supervision,etc. and health technology, its appearance has also obtained iF of world interest and designed Grand Prix, becomes the model of the advanced products.

The competition is the fiercest on the market at present, it is a constant speed air conditioner of the efficiency whose grade is five grades, products and materialzation are serious, the market grows up the space limited. And the efficiency grade reaches the first class products, the type of every competition brand is actually few in quantity, the market potential is enormous. The type quantity of first class efficiency air conditioner that the air conditioner of Kelon has, have occupied about 50% of total amount of the whole trade for a time, occupy the absolute predominance in the field of air conditioner of the energy-efficient. From January to July, through pursuing advanced strategy, the sales volume of air conditioner of Kelon's first class efficiency increases and more than 80% compared with the same period last year this year.

To the trend which consumers improve to the environmental qualitative requirement of the home furnishing, the air conditioner of Hisense is on the basis of energy-conserving technical superiority of frequency conversion, emphasize the comfortableness of the products. According to development course of the air-handling unit of developed country, the air conditioner of frequency conversion, as more advanced technology of airing condition than the constant speed, replace necessity that the air conditioner of constant speed is development of market in an all-round way. Air conditioner market share of China's frequency conversion is only about 10% at present, as the substitute that air conditioner upgraded of constant speed, the market prospect is very broad. In 2007, Hisense air conditioner continues its product of ruggedization and makes warm, every characteristic that can promote comfortableness such as controlling the temperature, humidity control, squelch muting, antibacterialing accurately fast. Its " pot " Serial direct-flow frequency conversion air conditioners are here " Comfortableness " The respect, can be rated as a special skill in the industry; After putting on market, become the new model of the advanced products.

Second, the Olympic marketing of using motor.

One of the maximum bright spots as 2008 Olympic Games in Beijing of taking action the transmission of Mount Qomolangma of the Olympic holy flame, have caused the global common concern. The torch of Mount Qomolangma that the air conditioner of Kelon is initiated transmits the action of cheering, the model of succeeding with the aid of one of Olympic marketing of strength as the household appliances enterprise, also another important factor that the sales volume of the air conditioner of Kelon raises up, promotes the competition pattern of the trade to change by a wide margin.

In March of this year, Kelon air conditioner signs the cooperative agreement of strategy with Tibet mountaineering party, become the Tibet only electrical home appliances strategy cooperative partner of mountaineering party, support every activity including that the Olympic torch transmits Mount Qomolangma and takes action of Tibet mountaineering party. Hereafter, Kelon air conditioner set up the bulky torch of Mount Qomolangma of battle array and transmitted and cheered the group, have initiated a succession of cheer actions, especially set up the mountaineering party of Mount Qomolangma of air conditioner of Kelon, have initiated " The iron man in Mount Qomolangma " China sea last activity, be lasted responses huge, soaring stimulating the air conditioner of Kelon to be sold. China's happy health statistical findings show, the sales volume of January - May of this year of the air conditioner of Kelon increases by 27.1% compared with the same period last year, amplification has occupied the first in the first 9 big air conditioners of brands, Olympic marketing performs meritorious deeds never to be obliterated.

Third, launch the air conditioner alliance of frequency conversion.

With the fast development of China's economy, the lateral constant improvement of the consumption of resident, it is stronger and stronger that people pursue energy-conserving environmental protection, pursue the will that comfortable life is enjoyed, the condition of enjoying comfortable life is more and more abundant, among them energy-conservation and comfortable frequency conversion air conditioner that gives consideration to become more and more consumers' choice. In the air conditioner sold this year, the proportion that the air conditioner of frequency conversion accounts for rises by a wide margin. GfK data display, the ascendant trend in recent years of air conditioner of frequency conversion is obvious. The air conditioner of frequency conversion accounted for 9.5% of the whole sales volume in April of 2007, and this figure was only 6% at the same period last year.

Promote the popularization in China of air conditioner of frequency conversion, become base of the market strategy of the air conditioner of Hisense.

On April 16 this year, China's first frequency conversion air conditioner is listed in the tenth anniversary and Hisense " pot " Serial direct-flow the intersection of frequency conversion and the intersection of air conditioner and listing media communicate can 53 cities hold synchronously in China. Yang YunDuo has made the prophecy of the extremely rich foresight at the meeting: In 10 years, the constant speed air conditioner basically disappears extremely probably from the domain of Chinese market, the substitute is all energy-efficient, highly easy frequency conversion air conditioner. This prophecy, has caused air conditioner enterprises, the expert's high approval.

Encouraged by the enormous market potential of air conditioner of frequency conversion, April 19, oligomerization Shanghai on the senior level of 5 air conditioners producers such as Hisense, Hitachi, Mitsubishi Electric, Toshiba, Panasonic,etc., declare and establish " The air conditioner of frequency conversion popularizes the alliance " Popularize the air conditioner of frequency conversion energetically.

Hisense relies on a trade of monopolizing 60% of the share of market of frequency conversion to lead in the position, with the rival common action in the past, take the lead in launching the air conditioner of the constant speed and eliminating the contest, accelerate the popularization process of the air conditioner of frequency conversion, thus promote the Chinese air conditioner industry to upgrade by the practical action.