Research On Marketing Strategy Of Midea Air Condition In Guangdong

According to the data released by Industry Online,as of January-June 2019,the overall domestic shipments of the home appliance industry have only slightly increased by 0.46%year-on-year,which is significantly lower than the 66% and 21% growth rates in 17/18.Although short-term fluctuations are easily affected by the cycle,it is undeniable that the current domestic sales of air conditioners is close to 100 million units,with a huge base.Although domestic air conditioners are benchmarked against Japan and considering the nature of the demand for one household with multiple machines,there is still room for future demand.,But the marginal effect brought about by the increase in the future inventory is bound to be diminishing.In the future,the growth center of air-conditioning internal sales is bound to decline,and the inventory competition will intensify.In terms of sales volume,Midea and Oaks grew against the trend.In the first half of 2019,Midea’s sales growth rate reached 22.88%,but Gree was lower than the industry growth rate,down 3.64% year-on-year.In terms of market share,Midea increased by 4.56 % and Gree fell by 1.36 %.This article takes Midea household air conditioners as the research object,and uses the marketing mix 4P theory,and other methods to comprehensively analyze the competitive situation confronted by Midea household air conditioners.It also selects the Guangdong market as the frontier position for economic development as a study.By sorting out the current problem and situation in the market,study Midea marketing strategy and then optimize it.Besides,to continuously emphasize product leadership,launching various competitive products without wind-sensing inverter air conditioners,formulating "one high and one low" flexible price strategy,and developing high-frequency but small promotional strategies,and use T + 3 selling mode to produce according to sales,make it real with goods shared to improve the efficiency of inventory turnover.While on channel changes,it should strictly control channel,carry out marketing system changes,strengthen marketing team building,systematically integrate marketing tools,make sure the whole process value chains are connected.At the same time,the concentrated sales culture is developed in inner systems,and the performance-oriented KPI evaluation system is established.And all these well performed convert to be practical models which indeed play great role for other market regional hubs in Midea group as well as private enterprise in China.