At this point in time, there are also "don't want to pay, don't want to pick up the goods" air conditioning dealers, but also want to wait and see, looking forward to harvesting greater policy resources and more low-quality products, the home appliance circle thinks: this is a typical "stubborn" to "waiting for death" process, and in the end it is "boiling frogs" unconsciously out.
Zhou Jian||Written
Since the beginning of this year, in the face of many air-conditioning companies in the market, in addition to the head, mainstream brands, there are a large number of small and medium-sized brands in the market opening, channel policies and cash returns, car awards and other actions, many air-conditioning dealers are "quick shots" to follow up comprehensively, or "continue to wait and see" and so on?
In the face of market competition and consumption trends that continue to be full of uncertainty this year, can many air-conditioning dealer groups continue to follow the policies of various air-conditioning companies? Or do you want to continue to "travel light" and "wait for the opportunity", and do not stock up or rush?
In this regard, the home appliance circle believes that the answer is very simple, as the business logic of major air-conditioning companies has changed in an all-round way, many dealers can not choose to "wait and see" in the market business strategy, and must fully embrace cooperative brands and channel providers.
First of all, for many air-conditioning dealers, as long as they want to continue to take a piece of the air-conditioning market and grab a piece of cake, then the operation idea is very intuitive and clear: quickly keep up with the business rhythm of major air-conditioning companies. Of course, in the selection of cooperative brands, dealers are "turnip greens have their own love", there is no standard answer: large enterprises are stable and reliable; Small businesses are low and flexible, and there is room for speculation; However, whether it is a large enterprise or a small enterprise, the dealer's payment and delivery must be "within their means", and they cannot blindly expand and develop blindly in order to "eat policies and rebates".
Secondly, since the beginning of this year, the business ideas of major air-conditioning companies are very intuitive, and the beginning is to "one-step" to enlarge the move, all the way to the market, no longer waiting and wait-and-see, and do not like to be entangled and wandering. However, the overall logic of the strategy of focusing on market operation is "heavy scale, heavy structure and heavy revenue". Revenue and profit have become the first assessment indicators of leading enterprises, while channel quality and product structure have become the business breakthrough of market opening. This also requires many air-conditioning dealers this year to follow the company's business methods and product structure, and it is easy to miss a link and fail to keep up.
In addition, for the operation of "hoarding goods in the off-season and selling goods in the peak season to make money" in the air-conditioning market, the main air-conditioning companies have long adjusted and embarked on a new road. On the one hand, the rhythm of market opening activities will continue to be maintained, but it is not limited to the policy of payment and shipment, but the implementation and division of labor for the market and users; On the other hand, many air-conditioning companies will basically hold docking activities and marketing mobilization meetings with different channel businesses every month, which is essentially to turn shipments into retail and change sales.
Combined with the market operation and marketing strategies of major air-conditioning companies since the beginning of this year, it can be confirmed that: first, the crazy battle of the air-conditioning market will not appear, but there will be a phased grab, and the thinking of the main air-conditioning companies is very clear, that is, the volume of profit is all to be done, but the amount of profit should give way to profit; Second, the marketing strategy of the air conditioning market is no longer a single press, it is a dynamic sales and sales, and the common goal of enterprises and businesses is to retail air conditioners on the wall; Third, compared with the node detonation in the past few years, the market rhythm of air-conditioning companies this year is obvious.
In the end, this also puts forward two new requirements for the business actions and competitive strategies of many air-conditioning dealers in the market: first, from the supply side, the business strategy of major air-conditioning companies, shipment and collection are no longer the goal, based on precision marketing and nanny service, to help terminal merchants strengthen dynamic sales and accelerate retail, assess the proportion of structural products, and assess the rate of air conditioning on the wall; All manufacturers must accelerate the direct response to user needs and capture high-quality shipments, which is the way out in the future.
Second, from the demand side, the user demand for air conditioners and cycle changes will definitely not be able to get rid of the logic and trend of relying on the sky to eat. However, the snatching and layout of user needs need to be normalized, and air-conditioning companies and businesses now have only one way, that is, everything revolves around the user, and finds ways to capture the demand for replacement in multiple scenarios such as life, work and entertainment for users.
For many air-conditioning dealers, the market operation and operation strategy that began this year is one sentence: keep up with the pace of cooperative air-conditioning brands and platform providers, keep up with the rhythm of mainstream market operation and change, dare to shoot, actively grab, don't give up, don't wait, and show your sword at any time.
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