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行業新聞

冷柜份額38.09%背后的3大發力點

 10YUE30RIWAN,QINGDAOHAIERGONGBULE2017NIANSANJIBAO。QIZHONG,HAIERQIXIADELENGJUYEWUBANKUAIFENEDA38.09%,WEIJUXINGYEDIYI,TONGSHI,HAIERLENGJUDEXINGYESHOUWEIDUDA2.31,CHUANGXIALISHIXINGAO。

受制造業原材料價格上漲、產能過剩的影響,整個冷柜行業規模持續低迷,上半年行業零售額下滑0.37%,第三季度更是出現了多個品牌零售量呈負增長的情況。而海爾冷柜体球网在平均單價超行業216元的前提下,仍能實現大幅領先,主要源于其在產品、品類、品牌等層面實現了更高維度的全面升級。

 產品:迭新產品技術,升級用戶儲鮮體驗

体球网 ZAIYONGHUXUQIUQUANMIANSHENGJIDELANGCHAOXIA,HAIERLENGJUJINRUKEJICHUANGXINHECHANPINDIEDAIDEHUOYUEQI,ZHENGHEQUANQIUYANFAHEJISHUZIYUAN,YANFACHUQUANQIUWEIYI“YOUFENG”LENGJUHEFENGLENGWUSHUANGLENGJU,SHIXIANSHENLENGSUDONGYIJI0JIESHUANG,WEIQUANQIUYONGHUTIGONGZHUANYEDELENGDONGBAOXIANJIEJUEFANGAN。


品類:開創差異化品類陣營,滿足用戶細分需求

    CONGPINLEICENGMIANKAN,HAIERLENGJUYANZHANLEJIUJU、LISHILENGDONGJU、MURULENGDONGJUDENGXINXINGDEPINLEI,BIKAICHANPINTONGZHIHUADEHONGHAI,MANZULEBUTONGSHEQUNCHAYIHUADEXIFENXUQIU。JIUJUJIEJUELEJIATINGSHOUZANGCHUCUNPUTAOJIUDEXUQIU,CHENGWEISHANGJIEJINGYINGDE“CHUJIUSHOUXUAN”;MURULENGDONGJUWEIMUYINGSHEQUNTIGONGZHUANYEWENDU、FENQUCUNFANGDEMURULENGDONGCUNCHUFANGAN,CHENGWEIBEISHOUMUYINGQUNTITUICHONGDEXINCHAOJIADIAN。

    品牌:實施品牌全球化運營,海外布局成效顯著

    CIWAI,HAIERLENGJUDEPINPAIQUANQIUHUAYUNYINGDUISHICHANGYEJIPIAOHONGYEDAYOUBIYI。JUXI,HAIERLENGJUZAIQUANQIUYONGYOU6JIAZONGHEYANFAZHONGXIN,10JIASHEJIZHONGXIN,29GESANWEIYITIDEBENTUJIDI,YIBENTUHUASHEJI、ZHIZAO、XIAOSHOU,CHENGWEIYIJIAZHENZHENGYIYISHANGDEQUANQIUHUAQIYE。ZAINANYADIQU,HAIERLENGJUSHIBAJISITANSHICHANGDIYIPINPAI,SHICHANGFENEJUDIYIWEI;ZAIFEIZHOUDIQU,HAIERLENGJUQUDELENIRILIYASHICHANG11LIANGUANDECHENGJI。ERZAIQUANQIUSHICHANG,YOUOURUIGUOJISHUJUXIANSHI,HAIERLENGJU2016NIANYI21.6%DESHICHANGFENELIANXU6NIANJUQUANQIUDIYI。

体球网     CONGHAIERSANJIBAODEPILUKEYIKANDAO,BANSUIZHUSHICHANGFENEDECHIXUZENGCHANG,HAIERLENGJUYEWANCHENGLEDUIJISHUYANFA、PINLEIXIFENDENGGEFANGMIANZIYUANPEIZHIDEYOUHUA,QIWEILAIDETUJINGYEYUELAIYUEQINGXI、WANZHENG。


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