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奧克斯空調三大領跑背后:不斷求變是王道!

       當眾多企業和商家紛紛唱衰今年空調業,并將業績下滑歸咎于宏觀經濟低迷之時,奧克斯空調卻以行業“三項前列”與電商“三連冠”雙豐收,公開為中國空調業朝陽化發展正名。


       權威機構產業在線監測數據顯示,奧克斯今年在空調業創造三項新紀錄:電商量額雙雙領跑、內銷出貨增長率領跑、外銷出貨增長率領路。特別是在剛結束的618大促中,奧克斯不僅全網銷售額破3億元,還同時摘得京東、天貓、蘇寧易購三大電商平臺空調品類銷售“冠軍”。


       這一系列成績表明:經過22年砥礪的奧克斯空調愈發成熟穩重,實現鳳凰涅槃式成長。特別是近3年來,在精品戰略牽引下,奧克斯推出多款引領行業風向標的高端智能新品,從中國南北極科考隊指定專用空調的雪龍系列,到將平板、超薄、多域送風、極致靜音于一體的極客系列,再到聯手鄭愷共同打造的全球領先IP空調AYA系列。


       一分耕耘,一分收獲。奧克斯在不斷地自我蝶變和撬動產業鏈“共變”的雙輪驅動下,向市場和消費者交出一份滿意的答卷:在世界品牌實驗室發布的2016《中國500最具價值品牌》榜單上,奧克斯僅在家電板塊,就獲得157.42億元的品牌價值,同比增幅47%.眾所周知,當前空調行業正在經歷著整體滯漲和轉型迷茫的痛苦,曾經的行業巨頭也深陷兩位數以上的大幅度下滑。此時,奧克斯卻公布一連串逆勢增長的市場數據,無疑成為處于迷茫期的空調產業發展的指路明燈,不僅讓價值戰在空調業落地生根,還成功打造出空調業新IP模式——“奧克斯模式”。


       當前,奧克斯對于空調業最大的貢獻,并不是在寒冬市場上的逆勢增長,而是成功走出20多年以來空調市場“低價格”競爭泥潭,依靠自身的精品戰略驅動,引爆空調價格戰。

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