三巨头的打破者:18年营收860亿,并成功让海尔交出第三把交椅
国产空调品牌,实际上多年以来,空调前三的位置就没有发生过变化,一直掌握在格力、美的、海尔的手中,作为传统三巨头的空调品牌,美的空调畅销全球150多个国家和地区,连续7年出口第一,格力是中国空调业唯一的“世界名牌”产品,业务遍及全球100多个国家和地区,海尔则一直是智能空调细分市场的龙头老大,不过近期这传统三巨头的品牌发生了一些变化,海尔被“挤”出前三!
早在前年的时候,就有人预测过,奥克斯将要“挤”掉海尔,坐上国产品牌第三把交椅,根据奥维云网的数据,2018年奥克斯空调成为了传统三巨头的打破者,凭着自己近30%的线上零售份额,拉高了整体零售量,即使在线下份额不足5%的不利条件下,仍然以整体超过海尔233万台的成绩,挤进了前三,这意味着,海尔正式让出第三方把交椅!
感觉海尔和格力美的不一样,一直都很低调,格力和美的是暗自较劲多年,海尔都没有去掺或,现在海尔正式让出第三方把交椅,这只能说后生可畏了!在去年,奥克斯就创下了两分钟破亿的销售量,对于海尔美的这样的老牌品牌,奥克斯算是后起之秀了,有人说,奥克斯空调之所以有这样的成绩,主要是因为“互联网营销”策略,从奥克斯的渠道布局来看,确实如此,奥克斯线下的占比只有20%左右,也就是说2018年奥克斯总共近750万台的空调销量,80%都是通过电商渠道销售出去的!
此前,奥克斯宣称要做空调界的“小米”,高分贝提出“互联网直卖”模式,并邀请黄渤代言,喊出“厂家直供到终端,没有层层代理加价”的口号,而且在2019年中国家电及消费电子博览会(AWE)中,国内空调行业领导品牌奥克斯从众多入围企业中脱颖而出,旗下的Y6柜机凭借领先的节能技术一举斩获艾普兰环保奖!
在今年年初的品牌战略发布会上,郑坚江提出了三年发展目标,到2022年要把空调销量做到5500万台,奥克斯的下一目标已变成了格力,虽可能有点吃力,但梦想还是要有的,至于奥克斯接下来的发展会如何,我们敬请期待!
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