In fact, affected by the epidemic, in early 2020, enterprises stopped working, projects stopped working, and residential areas were closed for one or two months, which led to a sharp decline in the shipments of central air-conditioning enterprises in the first quarter of 2020, and Toshiba Air Conditioning was no exception. However, since the second quarter, Toshiba's air-conditioning sales began to grow rapidly. By the end of April 2020, the sales of Toshiba air-conditioning projects had achieved a year-on-year growth of 7%; By the end of June, Toshiba's total air-conditioning shipments increased by 3.5% year-on-year, taking the lead in achieving a V-shaped rebound in the industry. By the end of August, the total national shipments of Toshiba air conditioners increased by 12% compared with the same period of last year. This is the data revealed by Li Ming, deputy general manager of Toshiba Carrier Air Conditioning Sales (Shanghai) Co., Ltd. at the Toshiba Air Conditioning 2020 CCS (Small Tooling) Training Exchange Conference held in Hangzhou on September 4.
On September 4th, 2020, Toshiba Air Conditioning Zhejiang Region 2020 CCS training exchange meeting was held in Hangzhou Ruili Jianghehui Hotel. Li Ming, managing director and deputy general manager of Toshiba Carrier Air Conditioning Sales (Shanghai) Co., Ltd., director of Zhejiang sales, manager of training department, manager of technical department Liu, director of Hangzhou office, and nearly 200 people from Zhejiang small mold dealers attended the meeting.
Ride the wind and waves, sail and sail
Speaking at the meeting, Li Ming said that the rapid growth of Toshiba's air-conditioning sales in adversity was mainly due to the firm implementation of the "Troika" sales strategy of Toshiba's project sales, TCS retail and CCS small tooling formulated by Toshiba's managing director Yang Yihua 20 17.
According to Aiken Air Conditioning Refrigeration Network, Toshiba Air Conditioning has maintained a steady development momentum since it entered the China market in 2003, relying on its keen observation of the central air conditioning market and flexible strategies. Since the "Troika" strategy was put forward, the sales volume of Toshiba air conditioner in China market has been rising all the way, and now it has grown into one of the leading brands in China central air conditioner market, especially in multi-line market.
Among them, in terms of project sales, after several years of development, Toshiba air conditioning has achieved substantial growth in both large-scale public construction projects and real estate facilities. In some areas, Toshiba air-conditioning project sales have jumped to the top of the industry. Especially in the matching of real estate, Toshiba air conditioning has outstanding advantages and signed strategic cooperation agreements with many well-known real estate developers across the country.
In terms of TCS retail, Toshiba air conditioning is not inferior. After so many years of layout and development, Toshiba Air Conditioning has ranked fifth in the overall home improvement retail market in China, and the Japanese brand ranks third, and the gap with the first brand in the industry is gradually narrowing. In the first half of 2020, affected by the overall market, although the sales volume of Toshiba air-conditioning TCS declined like other brands, by the end of July, the overall sales volume of Toshiba air-conditioning TCS had achieved positive growth by virtue of its excellent product quality and the sales strategy of "knowing the cold and warm, being wise".
However, in the CCS small tooling market, in the words of Yang Yihua, managing director of Toshiba Air Conditioning, "Although Toshiba Air Conditioning has made great progress in CCS small tooling in recent years, it has not formed a complete theoretical system and management system". Therefore, if Toshiba air conditioners want to achieve a greater sales breakthrough in the market, it is particularly important to increase the sales proportion of CCS small tooling, which is also an important part of the "troika" strategy.
What's more, in the current depressed market environment, whether it is project sales or TCS retail, the competition is in a white-hot state, and it is also facing many problems such as slow growth, reduced profits and uncertain prospects. Therefore, for Toshiba air conditioners and Toshiba distributors, it is very important to do a good job in CCS small tooling for their future sales growth or future career development. This is also the main reason why Toshiba Air Conditioning officially implemented CCS strategy from 20 19. Li Ming also said in his speech at the meeting, "Toshiba's CCS strategy is to help distributors get better sales growth and more business income through our established sales strategy, some new practices and new ways of playing."
Toshiba Air Conditioning's CCS training and exchange meeting in Zhejiang, as well as the visits of Toshiba Air Conditioning's managing director Yang Yihua and deputy general manager Li Ming, can also be seen that Toshiba Air Conditioning attaches importance to CCS strategy.
Catch up with the curve and overtake
According to Aiken Air Conditioning Refrigeration Network, although Toshiba Air Conditioning has not formally implemented CCS strategy for a long time, CCS accounts for a small proportion in the overall sales. Taking Zhejiang market as an example, CCS small tooling currently accounts for only about 5% of Toshiba's overall sales. However, after so many years of exploration, Toshiba Air Conditioning has accumulated some experience in CCS small tooling market and reached strategic cooperation with many advantageous partners, such as Yum! Brand, Xiabu Xiabu, Burger King, Starbucks, Rising Coffee, Rosen, Milk Snow Tea, ZARA, Haidilao, Uniqlo, Yoshinoya, Huige Hot Pot and so on.
In fact, as one of the few small tooling markets in the industry that is still growing, more and more brands have begun to pay attention to it in recent two years. However, most brands did not systematically operate this, which gave Toshiba the opportunity to overtake in corners. Yang Yihua revealed that at the board meeting of Toshiba Air Conditioning held in the first half of 2020, Masaaki Shirakawa, chairman of Toshiba Carrier Air Conditioning Sales (Shanghai) Co., Ltd., proposed that Toshiba Air Conditioning should increase the proportion of CCS gadgets in Toshiba's overall sales to about 15% within three years.
It is understood that Toshiba Air Conditioning has launched a fist product "Smart Series" for the CCS small tooling market. The outdoor unit of this product adopts the side air outlet design of ultra-thin fuselage, which solves the pain point of small tooling project. In addition, compared with other products, Toshiba Air Conditioning Smart Series also has the advantages of "520 energy saving and worry-free", that is, the service life is X2, the power consumption is divided by 2, the comfort is X2, and the machine is moved for free once (secondary installation), and the price is only 20% more expensive than that of domestic brands, and there is basically no fault.
In terms of price, Toshiba Air Conditioning will sort out the existing product lines and combine the product packages that meet the main needs of small tooling. The package price is set with reference to the pricing of mainstream brands in the domestic market and raised reasonably, which not only conforms to the high-end positioning of Toshiba air conditioning, but also makes the owners feel affordable. At the same time, Toshiba Air Conditioning hopes that Toshiba's partners can really understand the products involved in Toshiba CCS and the technical performance of Toshiba Air Conditioning, and then make some flexible and distinctive scheme configurations and sales strategies to meet the different requirements of small tooling owners for product quality and cost performance, so as to obtain better business growth.
In terms of channels, in 2020, Toshiba Air Conditioning will carry out comprehensive development of sales channels for CCS small tooling market. On the one hand, we will open up the existing channel system, on the other hand, we will also expand the channels of decoration companies, general contracting companies, Toshiba air conditioners and other industries in a targeted manner. In terms of promotion, Toshiba will also promote and publicize channels such as decoration companies and general contracting companies while promoting end users.
Su Yang, the sales director of Toshiba Air Conditioning in Zhejiang, believes that on the basis of good management, as long as we do a good job in product training, channel development, and some strategic and tactical skills are combined with sales, we will certainly achieve the goal of catching up and overtaking in CCS small tooling market.
If the convening of Toshiba air-conditioning CCS training exchange meeting is a new starting point for Toshiba Zhejiang CCS market, then 2020 will also be a new starting point for Toshiba air-conditioning CCS market. I look forward to seeing Toshiba air conditioners blossom everywhere in the small tooling market in China. (Wei Shi)