LH Company Omni-channel Integration Operation

China’s home appliance industry has developed into a mature industry since the1980s,and the competition is becoming increasingly fierce.With consumers’ demand for improving the quality of life,air conditioning has become a part of people’s life,and more and more enterprises and family consumers choose to install air conditioning.With the improvement of network infrastructure and the popularity of intelligent terminals,consumers pay more and more attention to the satisfaction of consumption experience when their demands for convenient shopping are gradually met.Online shopping has become a new development trend.With the rise of online channel sales platforms such as JINGdong and Tmall,the sales share of offline channels has gradually declined.Especially,the spread of COVID-19 in 2020 has also made all manufacturers and channel dealers realize the necessity and urgency of online channel business.However,air conditioners belong to installation products and have high requirements for installation and after-sales service.Simple online channel promotion often results in high return rate due to distribution and after-sales service problems,which is one of the main reasons for the limited development of online channels.However,offline channels are limited by the lack of convenience for consumers to purchase and the lack of single products displayed in brand stores,resulting in low efficiency of product promotion and sales and limited development.The two channels have their own advantages and disadvantages.How to complement the advantages of the two channels and maximize the benefits of the operation mode is the common concern of manufacturers,distributors and scholars.In this paper,through sorting out the evolution and trend of marketing channels and channel integration of relevant theories,with the help of marketing channel analysis framework explains why marketing channels exist and the necessity of the existence of middlemen,and marketing channel analysis model and marketing channels in the relevant problems,causes and trends are summarized and elaborated.Against the background of the industrial environment in the region where LH Company is located,the paper makes a comparison with the all-channel operation mode of air-conditioning of Gree and Midea,and introduces and summarizes LH company,operating products,corporate structure,organizational structure and LH company’s air-conditioning sales channels respectively.Through the analysis of LH company’s omni-channel product layout,channel operation benefit,channel gap and source of conflict,it is found that adopting multi-channel integration strategy can effectively eliminate channel gap and channel conflict among channels,and form channel synergy through multi-channel integration.Therefore,solutions are proposed from the two aspects of channel gap and channel conflict of LH company’s air conditioning in all channels.Finally,the mechanism strategy for the improvement of all-channel air-conditioning integration of LH Company was formulated from four dimensions: product model,product price,product distribution and service,and channel operation subsidy.It is expected that LH company will establish the air conditioning marketing channel alliance through omni-channel integration and realize the operation mode of omni-channel integration.