海信南非电视冰箱表现不俗,冰箱产品2017年市场销售额占有率位居第一

HisenseInternational2018-06-05 08:32:28

据权威数据调研机构统计显示,2017年海信南非冰箱销售额占比同比提升2.7个百分点,以24.6%的市场份额位居行业第一;销量占比同比提升1.9个百分点,位居南非行业第二。其中有四款冰箱机型进入南非2017年最畅销冰箱榜的前十名。海信南非电视产品也表现不俗,以22.8%的市场销量占有率位居2017年南非电视行业第一。

2017年前三季度南非平均GDP增长率为1.0%,整体进口总额同比下跌1.1%,国内需求疲软,消费者购买力下降。受经济下滑影响,南非冰箱整体行业市场销售额比同期下降5.1%,电视整体行业市场销售额下滑5.2%。在如此恶劣的市场环境下,主要竞争对手相继采用直接降价的方式以争取市场份额,但是海信南非公司没有盲目跟进,而是稳住价格点,迅速调整产品结构,采取多样又灵活的销售策略支持业务增长,避免被动地陷入价格战。不仅逆势而上实现冰箱、电视产品的双第一,更有四款机型进入南非2017年最畅销冰箱榜的前十名,3款机型进入南非2017年最畅销电视榜的前十名。

坚持客户结构优化,及时调整销售战略,是海信南非销售战略的基石。海信南非公司将重点资源聚焦在与战略客户的合作上,实施公司全平台的季度性对接,持续推进高端客户Elite Club项目,强化与重点战略客户的关系维护。同时针对不同销售渠道的特点,制定差异化且灵活的销售策略,如买高端产品打包赠送小冰箱、音箱和小礼品等方案,守住高端产品价格点的同时促进中高端产品销量提升。


推进产品结构优化,适时调整产品布局,是海信南非销售战略的基石。海信南非公司以推动高端产品上量为核心目标,结合南非工厂当地生产特色,适时调整产品布局,以进一步增强产品的当地化,为推高端提供必要的产品保障。2017年海信南非共计销售高端冰箱36113台,高端电视4402台,高端销售额占比为14.4%,同比提升2个百分点;2017年冰箱累计价格指数为89,同比增加3个百分点,电视累计价格指数为91,同比增加6个百分点,产品结构进一步优化。

加强市场推广宣传,持续改善终端形象,是海信南非品牌战略的关键。2017年海信南非公司赞助了南非顶级橄榄球队Lions,利用Lions在豪登省的巨大影响力,极大增加了海信品牌的曝光度。2017年海信南非公司在主要渠道共新增11家高端店中店,市场宣传物资覆盖所有渠道,并做到季度性更新,给消费者带来更好的购物体验。201711月起,海信南非公司在南非11家主要商场同时上线了世界杯主题的广告宣传,向用户传递海信作为全球品牌的信赖感,收到热烈反响。

在被视为冲刺年终业绩最紧要的第四季度,海信南非公司的表现也绝对亮眼,接连参战黑五、战略客户新店开业、圣诞大促,海信南非通过灵活多变的销售竞争策略,多次创下促销活动销量第一的成绩。优质的产品和服务,合理的客户结构,强有力的品牌形象,舒适的终端体验,造就了超高的用户满意度,使得海信南非成为南非家电行业新的领军者。

Hisense South Africa Dominates Market 

Share in Refrigerator and Television Sales Value


Authoritative data research, conducted between January and December 2017, ranks Hisense South Africa as the market share leader in refrigerator sales value, having increased by 2.7% over the period to 24.6%. Hisense South Africa was also ranked second for the total number of units sold in 2017, up 1.9% from 2016. With this in mind, it is no wonder that four Hisense models made the 2017 Top 10 Best-Selling Fridges list. In terms of television unit sales, Hisense South Africa achieved a significant 22.8% market share in 2017 – once again securing the number one ranking in the industry.

In the first three quarters of last year, South Africa’s gross domestic product (GDP) grew by only 1% and imports decreased by 1.1%. As it stands, the domestic market is characterized by poor levels of demand and consumer purchasing power. As a result of the economic downturn, South Africa's overall market sales value decreased by 5.1% in refrigerator sales and 5.2% in television sales.

Within this harsh environment, some competitive brands implemented direct price cuts in order to secure market share. Hisense South Africa, however, did not follow suit. Instead, the brand adopted a flexible and diverse sales strategy with a focus on supporting business growth to avoid falling into a price war. The result: stabilizing product price points and securing the top refrigerator and television sales value rankings in the industry.


Success in this regard was achieved by implementing the following strategies:


Customer structure optimization. The brand’s sales strategy was adjusted as and when required, strategic customer relationship maintenance processes was were strengthened, and the ELITE CLUB Project was continuously promoted to high-end customers. Hisense South Africa also customized sales strategies for the brand’s range of channels. For example, the strategy to attract customers in order to buy high-end products was the introduction of package deals, with smaller items advertised as providing added value.


Product structure optimization. In order to promote high-end products and enhance the localization of products within the local factory, Hisense South Africa paid close attention to product structure optimization and the timely adjustment of product layout. The total high-end refrigerator and television sale volumes in 2017 were 36113 and 4402 units respectively. High-end sales accounted for 14.4% of total sales, up by 2% year-on-year. The cumulative price index of refrigerators in 2017 increased by 3, to 89. The cumulative price index of televisions in 2017 increased by 6, to 91. Going forward, the product structure will be optimized in advance.


Marketing and Publicity. The brand increased its focus on strengthening its marketing and publicity efforts to improve its image. In 2017, Hisense South Africa sponsored the top local rugby club, the Lions, which increased brand exposure by leveraging the team’s significant influence. During November, Hisense launched World Cup-themed branding in 11 of the country’s major shopping malls with the aim of building the brand’s reputation as both trustworthy and global. The brand also increased the number of high-end shopping centers as main sales channels by 11, creating better displays and ensuring an improved shopping experience overall.


In the fourth quarter of the year, which is considered the most important for annual sales, Hisense South Africa's performance was absolutely outstanding. Flexible sales strategies saw Hisense South Africa achieve the highest sales figures for Black Friday, new store openings and Christmas campaigns.



High-quality products, exceptional customer service, a reasonable customer structure, strong brand image and a comfortable in-store purchasing experience all played a part in the high degree of consumer satisfaction attained, making Hisense South Africa the new leader in the South African consumer electronics industry.


END
Copyright © 深圳电视机价格联盟@2017