According to the Midea fan domestic marketing department to promote the person in charge of the introduction of He Yi, as the domestic ventilation industry leader, the United States has always tried to fan industry in the market and the product level of innovation and development, trying to domestic fans and ventilation equipment this huge potential market bigger and better.
For a long time, due to the fan industry's profits are relatively stable and brand market area protection prevails, has made some fan brands to rest on their laurels lost the old vitality and impetus, and some manufacturers of the product is still stuck in the eighties and nineties of the last century on the style, so that the healthy development of China's fan market has been a serious constraint. Midea believes that it is now the strength to promote the development of the entire industry to upgrade and rejuvenate the vitality of the industry at the critical moment.
In recent years, the U.S. fan to focus on different consumer surveys, in order to win the development of market segmentation strategy "art". Because different consumer demand means different market segments. This can create more points of interest for the traditional fan industry, and customized products or services for each market segment also bring more revenue.
In early 2005, the United States in the industry for the first time clearly put forward the "student fan" segmentation concept, then "the United States student fan" debut in the market. Simple and bright student fan of the United States, adding dynamic color elements, and a unique non-slip device and extra-long power cord, catering to the campus students to move and change the trend of the past campus dormitory monotonous and old-fashioned fan a complete facelift.
And in the last year through a number of consumer forums held in Beijing, Guangzhou, Shenzhen, Dongguan, Nanjing, Zhengzhou, Chongqing and other places to understand that the current high-end consumer groups on the requirements of the fan has gone beyond the simple ventilation of the cool, the fan's appearance and styling, additional features, etc. have become the focus of the purchase - - To the atmosphere, not small, to the atmosphere, not small, to the atmosphere, not small, not small, not small, not small, not small, not small, not small, not small, not small. -To atmosphere, not petty, to foreign style not rustic. Therefore, the United States fan in 2005 new products, consciously exported overseas best-selling products into the domestic.
As early as 2001, the United States took the lead in Europe and the United States market launched a building fan, and has realized sales of more than 1 million units in the U.S. market, the share of up to 45%. This year, the U.S. application of mature technology and process, for the domestic TOP class, white-collar class, created the building fan, known as the industry's masterpiece, representing the industry's highest level! Midea star building fan completely solved the domestic similar products "small air volume and noise" problem: the use of centralized air duct design, air volume increased by more than 50%; at the same time, the noise is 30% lower than the counterparts, so that users can enjoy the individuality of the cool space.
While some industry insiders said that in the current market environment, product replication is extremely high. And the deep understanding of the domestic market situation of the United States fan has put the vision higher and farther. "The United States not only do products, but also in the minds of the younger generation to seek brand identity." To May this year, the United States fan directly stationed in a number of widely influential colleges and universities across the country, sponsored music, animation, rollerblading and other sports and cultural activities on campus, for the younger generation of colleges and universities in the most fashionable way and the United States of America's brand to build a bridge of communication and identity. He Yi said: "Only in the emotional recognition of these young consumers, in order to obtain sustained product consumption power."
With the electric fan in the style, function and other aspects of the increasingly sophisticated, electric fan selling point is also gradually increasing. This summer, the fan trend with previous years does not seem to be the same: health, safety, multi-function-oriented fan products, is slowly becoming a new consumer hotspot.
In Hefei Suning, five-star and several other large electrical chain stores, people are now difficult to see a single function of the electric fan, functional diversity seems to have become a highlight. The switch has a manual, foot pedal, hidden, wind can be divided into normal wind, natural wind, sleep wind, fan height, fan head can be freely adjusted, some can also be put into the water or ice in order to humidify, purify the air ...... Some fans have a variety of functions at the same time, such as "Lianchuang "launched a claim that" 365 days are useful "air-conditioning fan, set of oxygen bar refreshing, ice crystal energy storage cooling, cell phone backlighting technology, such as six machines in one, with refrigeration, humidification, oxygen bar, air purification, such as seven kinds of functions; some fans are the main focus of a function, such as "Pioneer" launched a mosquito rotary fan, there is a fan even with fresh air "fragrance" function.
With the expansion of production scale in recent years, the intensification of market competition, raw material prices and other peripheral factors, so that the fan industry as a whole has entered a micro-profit era. In the face of such a grim situation, the United States fan realized that rely solely on the original quality system and standards is far from enough. To continue to lead, we must reduce manufacturing costs through a more advanced management model, and shorten the distance between international trading partners and competitors. Therefore, the process management-oriented "Six Sigma" standard has become the introduction of ISO and ERP of the United States fan breakthrough management "bottleneck" of the road. What exactly is the "6sigma" management system? According to the U.S. fan quality assurance department responsible person: "Simply put, 6Sigma is a continuous improvement of product quality, so that the product failure rate tends to be close to zero quality management methods."
A company that uses the "Six Sigma" standard management, the ultimate goal of its efforts is to achieve "six nines", which means that in every one million opportunities to make only 3.4 mistakes, that is, each time to achieve 99.99966% correct! This can be said to be the most stringent production management and quality standards that international manufacturers have set for themselves.
Since 2002, GE Welch through his autobiography, the "6sigma" management system introduced to China, there have been more and more domestic business managers to "6sigma" as their own business management and development of the highest goal. The highest goal of their enterprise management and development. But "6sigma" as a design, production and other departments *** with the collaboration of a huge management project, the key to its success not only comes from the size of the enterprise and other "hardware" factors, but also from the highest decision makers and production management team's overall awareness and determination. The overall awareness and determination of the team. Therefore, for enterprises to truly realize the "6sigma" management standard is definitely a high degree of difficulty test.
"Midea fan to consolidate the position of the world's leading fan brand, to open up the gap with competitors, it must be a thorough reform, so that the enterprise turned upside down, so that Midea fan to become China's home appliance industry to realize the '6sigma' management standards of the forerunner! All existing processes in the enterprise that are not conducive to the implementation of the process should be reformulated, and all personnel who hinder the implementation should be kicked out of the ......" said Zhou Zhengfang, general manager of Midea Fans, at the project kick-off meeting.
And for the industry, the United States fan the introduction of 6sigma management system demonstration, will undoubtedly promote the entire industry to improve the level of management. At the same time, accelerated the low level of management, poor operational efficiency of the natural elimination of enterprises, and promote a more effective allocation of social resources. So in the long run, the majority of users will ultimately benefit from this, they buy more to meet their individual needs, higher quality products, so that the quality of life continues to improve.