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力壓群雄:今年一季度奧克斯全面領漲空調業

       剛結束五一黃金周,湖南衛視歡樂購進駐奧克斯空調工廠,首次向全國億萬家庭和觀眾全程直播了一臺臺高品質奧克斯空調的生產全過程,同時還創造出“6個小時爆賣2500套”奧克斯空調的電視直銷營銷奇跡,成為今年略顯冷清的五一空調黃金周市場一道靚麗風景線。

    

       其實就在剛剛過去的2016年一季度空調市場巨頭大戰中,在格力、美的、海爾等傳統巨頭均出現兩位數以上的大幅度下跌背景下,作為空調業最年輕的領軍企業,奧克斯空調卻在市場上異軍突起,創造出令所有空調同行刮目相看的好成績。

 

        當然奧克斯的市場領漲,不只是體現在出貨量上,更具體到可以與用戶直接發生交易和交互關系的電商平臺上。作為中國家電行業的一家大數據研究平臺,奧維云網監測顯示:今年一季度,奧克斯空調線上市場份額占比達到19.3%,同比逆勢增長2.5個百分點,穩居空調行業前茅。


        奧克斯這種不降反漲充分表明,這家企業已經建立起可以抗擊外部市場變化的“內生性”增長體系,這也將會接下來推動企業在空調行業持續增長,賦予新的動力。以促帶銷打破傳統空調營銷僵局。


        在剛過去的一季度,奧克斯正是通過一場場直擊市場和用戶需求的終端促銷、跨界營銷等多頻次的“以促帶銷”方式,在存量市場上找到企業的增長新動力,并開辟一條“快魚吃慢魚”發展新模式。


       短短2個多月的時間奧克斯圍繞產品、品牌、明星、促銷等一系列內容,拉開了一場“史無前例”的營銷模式變革,其核心就是通過以促帶銷,打破空調市場的寒冰,盤活整個市場的銷售氛圍。


       作為在今年一季度領跑整個空調產業的先行者,奧克斯又在醞釀一場場新的終端戰役和產品引爆,這將會給接下來的空調市場發展和競爭帶來哪些影響?讓我們拭目以待!

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