In 2011, the most important news for China's home appliance industry, especially the refrigerator industry, is that domestic appliance giant Hefei Sanyo has launched its high-end brand DI (DIQUA) refrigerator. In the first half of 2012, Didu Refrigerator has gained industry recognition for its excellent market performance and good reputation. At the 4th "China Refrigerator Industry Development Summit Forum" held in May, Emperor Di won the four product category awards such as "Star of Design", "Star of Energy-saving Refrigerator" and "Star of Fresh-keeping Refrigerator". Some insiders lamented that a "squid" in the Chinese refrigerator industry is coming!
The “salmon†here refers to the “squid effectâ€, which means that because of the participation of a different outsider or latecomer, the relatively flat group or situation becomes vibrant and moving forward. According to the statistics of relevant departments: Since the beginning of this year, the sales volume of the domestic refrigerator market has hit the largest decline since 2006, and the retail volume has decreased by 25%. Recently, some domestic media have reported a lot of news that the refrigerator inventory of home appliance enterprises is seriously exceeding the standard, and the whole market has shown a state of continuous downturn.
Emperor refrigerator: man and machine naturally blend together
In stark contrast to this, the road to the rise of the Emperor brand has not stopped for a while. In February of this year, the first phase of the Emperor Refrigerator Project was completed and put into operation, so that the annual capacity of Hefei Sanyo's refrigerator will reach 1.5 million units. After the completion of the second phase of the project next year, this figure can be directly increased to 4 million units, and the annual output value will also be broken. 8 billion yuan. In addition, Hefei Sanyo said that it will gradually increase its control over all levels of channels. On the one hand, it will realize more than 20,000 sales outlets and channels. On the other hand, it will focus on self-built specialty stores to increase sales. It is concluded that the sales performance of the Imperial refrigerator is still optimistic and has gradually increased. However, in the case of the overall low refrigerator market in China, how can the Imperial refrigerator be able to go against the trend? With what is the “squid†that stirs the whole industry?
"China does not lack refrigerators, and it lacks high-quality refrigerators. Especially high-end products." Zhang Rongzhong, general manager of Hefei Sanyo Marketing Co., said, "The refrigerator has inherited the tradition of Sanyo's superior technology and lean manufacturing, and strives to create technology. A good refrigerator with leading quality and good quality." It seems that the refrigerator can open the situation in a short time depends on the advantages of technology and product strength.
If there is no technical and product advantage, no matter how good the marketing, it is unlikely to cater to the needs of consumers and the consumption upgrade of the market for a long time. It is destined to be a wood without a source of water.
Emperor refrigerator became the designated fresh-keeping product of the North and South Arctic expedition team
In fact, the tone of the Emperor brand in marketing and outsourcing has not been high since its launch. It is probably the only marketing event that can be brought out to be selected for the national north and south pole scientific expedition team and provide fresh preservation services for the expedition members. At the signing ceremony, Xia Limin, Director of the Comprehensive Office of the Office of the Southern and North Pole Scientific Research Office of the State Oceanic Administration, spoke highly of the quality of the Didu brand: the natural conditions in the polar regions are harsh, and the scientific examination time is generally very long. The choice of Emperor is the recognition of its system preservation capacity and long-term stable operation. In addition, the concept of “human and natural symbiosis†adhered to by the Emperor's refrigerator is also in line with the green environmental protection concept that the world has jointly pursued during the exploration of the two poles.
The monitoring data shows that the output of household refrigerators in the first half of 2012 was 41.454 million units, and the contradiction between supply and demand was very obvious. There should be a company like Didu Refrigerator that is determined to be a boutique and stand out with quality advantages to make "squid" and promote the overall upgrade of the Chinese refrigerator industry. Because only the overall technical level of the Chinese refrigerator industry is improved, consumers can use more high-quality products.
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