The adjustment from the real estate industry not only affects the developer's business strategy, but also challenges the business development of the supporting service providers in the industry chain.
At the 17th annual meeting of Boao 21st Century Real Estate Forum, Ye Wenqing, deputy general manager of Midea Group's strategic customer department and director of central air-conditioning real estate project, pointed out that for most cities with high supply-demand ratio, especially for stocks with serious backlogs For the fourth-tier cities, in the next three years, “how to go to stocks†is probably a topic of economic and livelihood that cannot be bypassed.
Ye Wenqing said that promoting the destocking of the property market can be considered in terms of improving cost performance and creating differentiated advantages. The real estate supporting project has always been an important business line of Midea's central air-conditioning. In his view, the current hard-working room has become a mainstream trend with its differentiated advantages and high cost performance. Therefore, in the future, the real estate will be equipped with hard furnishings and home appliances.
According to reports, Midea has already laid out the trend of hardcover housing, which can provide air conditioning, hot water, heating, fresh air, lighting, and kitchen smart home appliance solutions.
The development of the property market, which was launched on September 30 last year, has undergone several rounds of policy overweight. At present, the property market in the first-tier cities has shown a cooling trend.
Therefore, Ye Wenqing told reporters that “the current adjustment of real estate is a challenge and an opportunity for the real estate industry or the central air-conditioning industry. The first adjusted market competition will intensify, the developers will Product and service requirements are higher, and cost control is more rigorous. Secondly, to break through the dilemma, enterprises must enhance their competitiveness by upgrading technology, quality or service, thus driving the rapid development of the industry."
The US central air-conditioning response strategy is to strengthen its ability to resist risks from the aspects of technology, efficiency and cost.
Specifically, Midea has been actively promoting the innovative development of refrigeration technology and energy-saving technology. According to Ye Wenqing, in 2016, Midea's R&D investment in central air conditioners accounted for 4% of annual sales; and this data is 3% in the entire home appliance industry. "The central air-conditioning of the United States will continue to increase investment. By 2017, R&D investment will reach 5% of annual sales," he stressed.
“Many of the current products have achieved international leading level in energy efficiency, and intelligent control systems can be used to design environmental solutions for various buildings,†Ye Wenqing told 21st Century Business Herald, Midea’s Central Air Conditioning Division has been doing intelligence. Chemical products, "The Group's subordinates have established the Smart Home Division, which is to integrate all the products of the United States into the smart home."
In addition, Midea has cooperated with large-scale housing companies such as Vanke and Country Garden in the smart home, and has integrated the original smart home network system in the housing development project.
In terms of efficiency, Midea's central air-conditioning has three production bases in Shunde, Chongqing and Hefei, with a production capacity of 20 billion. Undoubtedly, large-scale production can reduce the production cost of single products. At the same time, Midea's central air conditioning has automated all production. At present, the man-machine ratio of Midea's central air-conditioning plant has reached 40%.
In terms of cost research, it currently adopts a centralized supporting mode to achieve direct supply from manufacturers and developers, reducing the tedious work of repeated consultations, bidding, and docking of different suppliers or contractors for different projects, and reducing intermediate costs.
In addition, the company's “collection modeâ€, which has been implemented over the years, has been supplied to developers to achieve savings in intermediate procurement costs.
The so-called "collection mode" is the central air-conditioning aspect of the United States. By signing a large-scale purchase agreement with real estate developers, real estate developers can place orders for the formers of the whole country at any time. They mobilize 36 branches across the country for supply and service.
Ye Wenqing told reporters that the "collection mode" has several advantages: First, through the large-scale procurement, the most favorable price policy can be obtained; secondly, the procurement work of the developer is simplified, and the management cost is saved; third, the procurement process is clear. The factory supplies fast and saves installation time. Fourthly, it can enjoy the nationwide pre-sale, sale and after-sale service.
According to reports, Midea's central air-conditioning has 36 branches, more than 3,500 dealers and more than 3,000 service providers nationwide.
Midea's central air-conditioning research found that the four factors of product, technology, cost and service directly affect the sales and profit of real estate. This is also the focus of housing enterprises when developing real estate.
According to Ye Wenqing, in the product category, Midea Central Air Conditioning can provide corresponding supporting products for small-sized houses, villas and even large-scale shopping malls, hotels and other types of units, including central air-conditioning systems to hot water systems, and Personalize the product. In the construction of characteristic towns that have been actively deployed by housing companies in the near future, the US side can also carry out corresponding product matching.
According to industry online monitoring data, in 2016, Midea's central air-conditioning annual sales reached 13.71 billion yuan, with a market share of 18.52%, 2.5 points ahead of the second place, and ranked first in the industry for four consecutive years.
Ye Wenqing told reporters that sales in the first half of this year reached 9.6 billion yuan, a year-on-year increase of 29%, and the annual target is to increase by more than 30%.
For the sales channel, Ye Wenqing said that the company's online and offline layout is relatively complete, online and offline, and the overall marketing approach works well. At present, there are specialty stores in the county-level towns. Central air-conditioning has more than 4,000 specialty stores nationwide, which promotes a very large growth this year.
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