Preamble:
In this scorching summer, air conditioning has become an indispensable "cool artifact" for every household, and the competition in the air conditioning market is comparable to the high temperature in midsummer.
If you want to say that the number one news in the air conditioning circle recently, it is the rumor that Dong Mingzhu's "cannon" directly hit the first sales volume of Xiaomi air conditioner.
This turmoil is like a sudden cool breeze that blows a pool of spring water in the air-conditioned rivers and lakes.
Background to the event
Gree Electric: The "Big Brother" of the Air Conditioning Industry
When it comes to Gree, it's like talking about the "Jobs" in the air conditioning industry.
Gree Electric Appliances under the leadership of Dong Mingzhu is no longer a simple refrigeration machine manufacturer, but a synonym for air conditioning technology and quality.
Ranked first in global production and sales for many years, Gree has proved the hard core power of "Made in China" with practical actions.
It not only masters the core technology of the compressor, the heart of air conditioning, but also continues to innovate to make every temperature full of science and technology.
Xiaomi: a "spoiler" from across borders
When it comes to Xiaomi, everyone's first impression may be mobile phones and smart homes.
But in recent years, Xiaomi has not been willing to be lonely, and has also played cross-border, and the air conditioning market has added this "smart upstart".
Xiaomi air conditioner quickly occupies the market with its intelligent control and high cost performance, especially in the hearts of young people.
The addition of Xiaomi is like a clear stream, which makes the traditional air conditioning bigwigs feel the impact of the "back wave".
Behind Dong Mingzhu's fight against counterfeiting
Doubts about sales: the battle between true and false "first".
The news that the sales of Xiaomi air conditioners on the Internet have caught up with Gree is like a thunderstorm in summer, which comes and goes quickly.
Dong Mingzhu's public crackdown on counterfeiting is like a hammer that crushes this seemingly sweet bubble.
She questioned not only the authenticity of the data, but also the in-depth torture of Xiaomi's air conditioning technology.
This contest, on the surface, is a numbers game, but in fact it is a tug-of-war about brand trust.
Xiaomi air conditioner: more than just a "bargain"
Technology Bright Sword: Intelligent + Efficient
Xiaomi air conditioner is not just synonymous with low price, its anti-flash cooling compound defrosting technology makes the warmth in winter no longer abruptly stopped; The key technology of intelligent control is Xiaomi's forte, so that the air conditioner seems to have wisdom and can "read" the needs of users.
In April, the praise of the light industry joint expert group made the technical strength of Xiaomi air conditioner officially certified, as if it was awarded an "international leading" medal.
The voice of the consumer
The "love and hate" of Gree's old users
Some old users of Gree inevitably frown when facing electricity bills, and they have heard stories of switching to other brands.
These voices, although small, are like a mirror, reflecting consumers' new expectations for energy efficiency and efficiency.
The "sweet confession" of new Xiaomi fans
On the other hand, fans of Xiaomi air conditioners are showing their happiness on social media, from cost performance to intelligent experience, every praise is like a praise to Xiaomi air conditioner.
Xiaomi has used practical actions to explain what it means to "win the hearts of the people and win the market".
The industry is advancing bravely
Market map: Competing for the best
In the red sea of air conditioning, brands such as Gree, Xiaomi, Haier, and Midea have their own powers.
Gree sits firmly in the top spot of the "technology school", and Xiaomi has sprung up with "intelligence + cost performance".
This war without gunpowder is a test of the technological innovation and market adaptability of enterprises.
Innovation is king: the key to the future
In the lively rivers and lakes of household appliances, technology is the polished sword, and innovation is the source of the magnificent rivers and lakes.
Imagine, whenever you step into the home appliance store, do you always look forward to meeting so many things, so you can't help but exclaim: "Hey, why is this guy so smart, he is simply the 'strongest brain' in the home appliance industry!" ”
Take TV as an example,From black and white to color,And then to today's ultra-high definition、Curved、OLED,Every technological leap,It's like a ribbon in the hands of a magician,Whoosh suddenly changed into a new trick,It's dizzying。
There are also those smart refrigerators, which can not only keep food fresh, but also shop online and recommend recipes, as if they have become a personal nutritionist and life assistant in the kitchen.
Looking at the washing machine again, from hand rubbing to fully automatic, it has now evolved to the extent that it can identify the material of the clothes and intelligently adjust the washing program, as if you have invited an invisible laundry master to go home and easily take care of the family's clothes.
In the final analysis, this marathon in the home appliance industry is not about whose voice is louder, but whose steps are smarter and faster.
is like the second son of the old Wang family at the head of the village, who is silent on weekdays, and suddenly one day he came up with a small invention and gave the whole village a thumbs up, which is called a "muffled voice to do big things".
So, if you want to lead on this track, you have to be like the kid who always pulls out of his pocket a novelty toy, and surprises everyone from time to time.
In this way, whether it is the picky Aunt Zhang or the little plum who keeps up with the trend, you can be firmly attracted by your products and willingly become loyal fans.
Branding and marketing: each has its own merits
Gree: The "old craftsman" on the road to quality When it comes to Gree, it is like the persistent "old craftsman" in the air conditioning industry, who talks about the two "martial arts cheats" of quality and technology every day.
They don't play false, and they really use specialty stores to build a "credibility fortress", and the products in them are all "façade responsibilities" that have been tempered thousands of times.
Xiaomi: The "marketing magician" on the Internet And Xiaomi, it is simply the "Internet celebrity manufacturing machine" in the air conditioning industry, which is not called a water army, but a "magic wand" that has really mastered the Internet.
Relying on a large number of loyal "rice noodles" team, as well as the "marketing network" with online and offline linkage, the cold air conditioner was sent into thousands of households like a trick, and it became a lively "smart life party".
This is selling air conditioners, it is simply a "smart life fashion show" that leads the big guys to get high together!
Epilogue:
Dong Mingzhu and Xiaomi's "shouting in the air" is not so much a competition for high and low, but a microcosm of the transformation and upgrading of the air conditioning industry.
In this summer, we have seen the collision of tradition and emerging, the convergence of technology and market, and the increasingly discerning gaze of consumers.
In the future air-conditioning battlefield, there must be not only hard-core technological innovation, but also a marketing strategy close to the hearts of the people.
As a melon-eating masses, we are happy to see it happen, after all, in the end, it is those of us who want to be cool in the hot summer.
The battle of air conditioning is to be continued, let's watch and cherish!