Dark horse, cutting-edge, high growth, this is the label that the air conditioning industry has attached to Meibo.
However, like all up-and-coming stars, Meibo Air Conditioning is not satisfied with these.
"In 2022, the sales scale will increase by 20% year-on-year. This is already a very low goal, our idea is based on the company from the past pursuit of scale, one-sided, short-term growth, to efficient, balanced, sustainable high-quality growth, laying the foundation for the long-term development of the enterprise. Yu Fangwen, chairman of Meibo Group, made such a statement in an interview with Aikenjia Power Grid.
Standing at the new starting point of the new decade, Meibo hopes to cultivate the inner strength, climb higher, and go further.
New tone: shifting for high-quality growth
"In 2022, the home appliance market will develop in a stable and progressive direction." For the home appliance industry, Yu Fangwen holds a relatively optimistic attitude.
New strategy: Boutique strategy drives the future
This is mainly based on two points: First, the recurrence of the epidemic has led to the increasingly serious phenomenon of foreign suspension of work and production, the ability of economic recovery is difficult to achieve in the short term, the market supply chain is seriously blocked, the contradiction between supply and demand is prominent, on the contrary, the domestic has a complete industrial system, the national epidemic prevention and control is appropriate, the economic recovery ability is strong, and the competitive advantage will be reflected in the foreign supply side, and the growth of overseas trade will be further enhanced.
Second, the mainland's economic work is steady, steady and progressive, adopting a positive and steady fiscal policy, and requiring the expansion of the domestic demand strategy and enhancing the endogenous driving force for development; to ensure the smooth flow of the national economic cycle, continue to do a good job in the six stability and six guarantees, especially to ensure employment and people's livelihood, to support the real economy of the manufacturing industry, to enhance core competitiveness, to stimulate market vitality and consumption power, and other favorable policies, which will continue to be tapped for further promoting the potential of domestic market demand. Create a very good operating environment for the continuous development of the home appliance industry market.
In a stable and progressive environment, Meibo Air Conditioning has set a sales scale growth target of 20% year-on-year on the basis of 2021 in 2022. Just as the so-called "travel far away from the line and do not slacken off", Yu Fangwen said that in 2022, Meibo will follow the development idea of "consolidating the foundation, practicing internal strength, improving shortcomings, and transforming and upgrading", focusing on products, services, market construction, channel layout and other aspects to increase internal and external resource investment.
On February 10, the third day of construction, Yu Fangwen led the heads of R&D, engineering technology, quality, manufacturing and other departments to hold the 2022 annual technology R&D work deployment meeting.
In the new year, Meibo will strictly control product quality, continue to adhere to the boutique strategic route of "creating fine products and making fine products", and truly achieve "good air conditioning • and Meibo".
In terms of research and development, Yu Fangwen requires that great attention be paid to technology research and development, led by the research and development center, regardless of the cost of new product development and quality upgrading investment, at all costs, to do a good job in products, to do a good job in detail, and finally to adhere to the market-oriented and differentiated product advantages with high cost performance as a breakthrough.
In 2022, Meibo launched 4 new series of inverter products to the market at one time, comprehensively promoted the structural upgrading of products, and formed a multi-echelon and multi-level product camp.
At present, it has formed a light luxury intelligent voice, future wind, U health, Zhenxin school, new core school, wisdom core school, Yuexin school, Qingxin school, as well as Meibo Jinfeng, intelligent core, Qingfeng, Yuefeng, etc. to achieve accurate coverage of consumer trends such as intelligent, healthy sterilization, self-cleaning and washing, and comfort wind.
Next, Meibo will continue to invest resources, increase the construction of new product research and development and innovation capabilities, only products win, provide diversified and differentiated products for different trends such as rejuvenation, high-end, and set-up, and promote comprehensive and intelligent products for the future.
Echoing the product matrix, Meibo will also continue to implement the multi-brand strategy, and its own many brands such as Meibo, Lejing, DuPont, etc., from the market competition and segmentation, to achieve full coverage of brand high, medium and low coverage competition, in the refrigeration field related products full coverage.
In terms of manufacturing, on the basis of the existing industrial chain and large-scale manufacturing capabilities, Meibo further uses informatization, automation and digitalization to continuously consolidate Meibo's professional manufacturing capabilities with the new engine of "integrated manufacturing of the whole industry chain".
In September last year, Meibo invested nearly 500 million yuan and covered an area of 50 acres of air-conditioning two-device production base, which was completed and put into operation in Anhui Yuexi Economic Development Zone. In the next three years, with the Yuexi base in Anhui as the center, Meibo will also realize independent research and development, production and supply of upstream core components such as electronic control, sheet metal, injection molding, and cartons, so as to improve the production efficiency of operation while reducing costs with an integrated quality process.
New channels: Online and offline are each other's horns
User circles are differentiated, consumption scenarios are dispersed, and with this, channel diversification. Especially in the current situation of live broadcasting, the rise of Jitter Yin Kuaishou, and the capture of shares by Pinduoduo, enterprises need to invest resources in different channels according to user needs and brand characteristics in order to achieve double the marketing effect with half the effort.
Yu Fangwen formulated a channel strategy for Meibo Air Conditioning in 2022 to "adhere to offline channels as the mainstay, online as a supplement".
Offline channels, in addition to the traditional regional agent business model, Meibo air conditioning will accelerate the development of a variety of emerging sales channels in terms of direct business, engineering business, government procurement, special air conditioning equipment and other channels;
In terms of online channels, Meibo Air Conditioning is dominated by the official flagship stores of the three main platforms of JD.com, Tmall and Tesco, encouraging and supporting offline channels to open stores on e-commerce platforms, expanding sales of online channels while carrying out brand promotion, and forming a trend of online and offline being mutually exclusive.
For the topic of "price increase" that the market is quite concerned about, in 2022, the price of raw materials in the upstream of the air-conditioning industry will maintain a continuous upward trend, and the supply shortage will intensify the contradiction between supply and demand.
Yu Fangwen believes that the cost of enterprise air adjustment machines is constantly rising, which is the cost pressure caused by the external environment, and it is difficult for enterprises to change. As Meibo itself will partially resolve the impact of rising costs through internal and external resource integration, internal management potential, and efficiency improvement, it is difficult to completely resolve it, and it needs to be digested through the market side.
In 2022, Meibo's pricing strategy and price system will be close to the market externally, combine costs internally, adhere to the combination of market and cost, maintain a stable and rising trend will not change, and maintain the sustainable and benign development of enterprises as the goal.
Meritorious donation, Yuru Yucheng. No matter how external factors such as the epidemic change, Meibo has set its own steering wheel, maintained its own development rhythm, cultivated its inner strength, and looked forward to transforming from a dark horse to a marathon runner.
And this is the stamina of Houlang Meibo.