Fourth pole
In the previous section, we had a certain understanding of the three mainstream brands of household central air conditioners: Japanese joint ventures, domestically produced and American brands. In addition, there are other brands, such as Samsung and LG in South Korea, Clivet in Europe and so on.
These brands have always existed on the market, and they all have specific customer groups, but the sales of home improvement are either low, or the overall focus of the brand is not on home improvement, so for most customers and even many industry insiders In terms of it, it's still relatively unfamiliar.
We refer to the brands outside these three series as the fourth brand.
The rapid development of household central air-conditioning and the rapid rebirth of the occupation rate are 13 years later in the past few years, and the speed is far beyond the development of traditional cabinet hanging machines. This is inextricably linked to the large-scale popularization of second-generation air-conditioning cabinets.
The use of second-generation air conditioners has made users accustomed to the enjoyment of cold and warm all year round brought by air-conditioning, and the popularization of the three-generation family center is an iteration of the product, which can be said to be an upgrade.
Since it is an upgrade, it is to make progress on a certain basis, and naturally has a natural advantage in time.
And the differences between many brands in the minds of users have also formed in the past few years.
After all, before the popularization of central air conditioning, it was mainly aimed at factories, mining enterprises and office buildings. For home improvement central air conditioning, not to mention the majority of users, even the home improvement practitioners are pitiful.
As the so-called shopping mall is like a battlefield, battle opportunities are business opportunities, time is money, and it is fleeting.
This is the first opportunity for the fourth brand to lose.
When Japanese, domestic and American brands started to move and deploy networks in the market,The fourth brand is still doing its own way in the previous tooling industry or specific groups.
While other brands have begun to conquer the city and flourish everywhere, the fourth brand still has little action.
The fourth brand has just begun to enter and even pay attention to the home improvement market when other brands have already stabilized and have a certain mass base.
In the dimension of time, it is behind.
The second aspect is promotion and publicity.
Brands and products from scratch, popularity and popularity from high to low is a gradual process, which requires constant brand momentum, publicity, guidance and promotion.
At this point, the fourth brand has not invested much so far.
For the majority of users, every other line is like a mountain. The purchase of building materials and furniture for home decoration must be recommended by friends, recommended by building materials dealers, or in accordance with the standards of neighbors upstairs and downstairs.
This will cause the agglomeration effect of the brand. The more you do it, the better you do it, the more publicity it is, the more market it is, and the easier it is to promote it. This is a virtuous circle.
On the contrary, the less customers, the harder it is to find customers, and the less publicity, the less market.
Obviously the fourth brand has too many shortcomings in this regard.
The third is channel development and network construction.
Home improvement is, in the final analysis, the retail market, which is a one-to-one transaction. The more outlets and the wider the channels, the greater the sales volume and the louder the market.
15 years ago, the three major mainstream series brands were all building stores frantically.Moreover, there is no limit to the number and location. It can be said that the professional stores of mainstream brands have sprung up in an endless stream during the year.
For a time, the central air-conditioning retail specialty store has become a beautiful scenery in the new residential districts, building materials stores, and mainstream arterial roads.
The fourth brand still did not appear.
If you miss the starry sky, don't miss the sunrise. We hope that all brands can blossom and work together to promote the continuous iterative update of the entire home improvement central air-conditioning product, so that the product is more comfortable, convenient, efficient, smart and long-lasting in use.
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