Galanz air-conditioning sales of only Jingdong billion

According to data from the market research agency Aowei Consulting, in the first half of this year, the total sales volume of the national air-conditioning market was 23.87 million units, of which Gree, Midea, and Haier ranked first in the market share of about 70%, while Galanz’s sales volume was 11.9. Million, accounting for only 0.5%.

But the emerging e-commerce channel is another story.

“From June to July this year, Galanz air-conditioning ranked first in sales of e-commerce platforms such as Tmall, Jingdong, and Yixun. Only Jingdong’s sales exceeded 1 billion.” Galanz Air-Condition China, August 9th Gan Jianguo, director of sales and marketing, told reporters. According to data provided by Ovid Consulting to the newspaper, Galanz air-conditioning accounted for 11.6% of online sales during the period from May to July this year, ranking third, with 13.7% of July’s single-month airline taking the lead. .

The statistics obtained by the reporter from inside Yixun are also consistent with this. In the air-conditioning sales ranking of Yi Xun Net from June to July this year, Galanz ranked first, accounting for 29.32%. The rankings of Gree, Haier, Hisense, Chigo, TCL, Kelon, Oaks, Fujitsu, and Panasonic accounted for 13.69%, 10.54%, 7.57%, 6.22%, 5.29%, 5.13%, 4.94%, and 3.50%, respectively. , 3.18%.

“At present, the proportion of online air-conditioning sales is still very low, about 4.1% in the first half of this year.” On August 9th, Wang Liangliang, deputy director of white electricity research of Ovi Consulting, said in an interview with “21st Century Business Herald” reporter. In the three major white goods such as air conditioners, refrigerators and washing machines, the sales of washing machines accounted for the highest proportion of e-commerce sales, while air-conditioning and refrigerators were relatively low. The reason, Wang Liangliang said, first, air conditioners have stricter requirements for logistics, for example, can not be put down; second, after-sales installation of air conditioners have a certain threshold, which is also an important factor limiting the sales of e-commerce.

For Galanz, which entered the air-conditioning market relatively late, this performance on the e-commerce platform was a counter-attack.

“The e-commerce model is now almost mature, and we will embrace it in all directions.” Liang Zhaoxian, president of Galanz, stated that in the next five years, the basic technology of air-conditioning will not undergo a revolutionary change. In this case, The business model is one step ahead of all-round entry and may change the landscape of an industry.

Gan Jianguo told reporters that after many years of observation and preparations, Galanz air-conditioning began to launch online sales in May this year, and it will be deployed on major e-commerce platforms such as Tmall, Taobao, Jingdong, and Yixun. From the current point of view, although Galanz air-conditioning e-commerce trip just three months, but the momentum is very good.

Galanz Group spokesperson Lu Yonglie revealed to reporters that at present Galanz air-conditioning e-commerce mainly has two systems, Tmall, Taobao platform by the Group's e-commerce department to coordinate the operation of external operating companies; Jingdong, Yi Xun and other B2C platforms have corresponding The sales company is responsible.

Gan Jianguo told reporters that apart from its strategic importance, the counterattacks of e-commerce channels come from the competition at the operational level, including the choice of products, the mode of joint promotion, the analysis of inventory, and the protection of goods and communication efficiency. For example, in terms of product selection, Galanz in June this year, a 1.5 horsepower energy-efficient inverter air conditioner to 2399 yuan ultra-low-cost, has been ranked Tmall Mall's best-selling list, and in Tmall "6.18" greatly promoted the deal 3000 units. In August, at the beginning of the cold season in 2014, Galanz Air-Condition made the same low-price strategy and launched a 2999 yuan full DC inverter air conditioner. According to the China Yikang Statistical Report, the average unit price of the full DC inverter air conditioner industry with the function of removing PM2.5 is more than 7,000 yuan. This new product of Galanz is equivalent to the industry price.

Gan Jianguo said that for Galanz's air-conditioner e-commerce layout, ultra-low-cost products such as 2399 and 2999 yuan are important factors for “drainage” on the e-commerce platform. “It is the first step to attract users through such products. Then the user will have the opportunity to browse Galanz's other air-conditioning products."

It is worth noting that, in the air-conditioning sales rankings of Yi Xun mentioned above in June-July this year, the air-conditioners ranked second in the overall market ranked only 13th in the ranking with 1.79%. .