As the spring breeze blows and the drums of war sound, since February 2024, the peak season market had just kicked off when Meibo Air Conditioning took the lead with a burst of energy. By leveraging an "upgrade in quality and strategic ascension" system layout, sticking to a diverse product range, high quality, multiple channels, and a comprehensive supply chain system, it ignited the market in just one month. Meibo held over 50 spring launch meetings across the country, not only showcasing its posture and strength in first-tier markets but also by deeply cultivating local markets and joining forces with dealers to fight side by side. This achieved the "co-create, co-win, and co-develop" business strategy, securing the first "victorious opening" of the 2024 air conditioning market season, and fully launching Meibo Air Conditioning's quality strategy and brand upgrade.
Since the peak season kicked off in 2024, Meibo Air Conditioning's spring launch not only started early and stood out in terms of positioning but also had widespread and deeply rooted initiatives. Especially focusing on the theme of "Renewal and Ascension," it released signals of proactive aggression and positive development, driving the entire industry's enthusiasm and competitive atmosphere. Ultimately, it highlighted Meibo Air Conditioning's strength and status as a top ten brand in the industry.
Quality renewal, diversification, and platform-based empowerment for businesses
Products, services, and brand form the trifecta of a company's healthy and sustainable development, with the brand serving as the unique link and bond between a company and its users. As evident, the early start and wide coverage of Meibo Air Conditioning's spring launch in the frontline market in 2024, with over 50 national market launches, were almost universally explosive and garnered comprehensive participation and proactive responses from dealers nationwide, each setting new historical highs in receipts and shipments.
This market phenomenon is not a coincidence, but rather a natural progression of Meibo Air Conditioning's influence in the industry, the competitiveness of its products, and the completeness of its services. This has led to widespread endorsement and high recognition from the main dealer community in the market. As the home appliance industry matures and consumer preferences increasingly lean towards branded products, more and more dealers are adapting to these changes, recognizing the necessity to collaborate with branded companies and sell high-quality air conditioners.
As early as the beginning of 2024, Meibo Air Conditioning initiated a quality enhancement initiative, launching a comprehensive strategy to produce "genuine kung fu" air conditioners. This strategy, from a corporate development standpoint, sets a clear direction and commitment to technological innovation and quality adherence. The essence of Meibo's "genuine kung fu" strategy lies in technological breakthroughs, pushing the limits of design, and exceptional service. For instance, within Meibo's global supply chain of over 300 suppliers, all components are sourced from the top 5 leaders in the industry. Moreover, against a backdrop where many competitors are cutting back on investments and controlling costs, Meibo has publicly committed to increasing its annual R&D spending to 5% of its revenue.
Under the strategic drive of the "Master Kung Fu" air conditioning initiative, Mibo Air Conditioning has established a comprehensive product line that includes residential air conditioners, central air conditioning systems, and kitchen appliances. Among these, the residential air conditioning sector, which accounts for the largest portion of the scale, has launched brand new series in the cold year of 2024, including the Heat King heat pump, Bozun, and Boya. These series offer a variety of features designed to meet diverse consumer needs, such as ultra-low temperature powerful heating, double the power, voice control, and appealing designs aimed at younger demographics. In the commercial air conditioning sector, Mibo continues to refine its product range, achieving comprehensive coverage with cassette units, 10P cabinet units, duct units, multi-connection units, and modular units.
This year, in order to better support dealers in customer management and meet the trend of more users pursuing quality consumption upgrades, Meibo has specifically launched categories such as range hoods, gas stoves, water heaters, and integrated stoves, further expanding the scale and strength of merchants and enhancing the value to users.
Looking ahead from the starting point of 2024, Meibo can be seen driving its strategy through quality upgrades and brand enhancement, constructing a platform-driven system for dealer partners, and initiating a new cycle of actively leading industry competition and development through multi-category, multi-level, and comprehensive continuous investment.
Strategically, Meibo is proactively seizing market initiative. In a maturing industry, the competition between enterprises is no longer solely about scale, brand, and price, but rather depends on the continuous investment attitude towards the industry and market customers. Firstly, continuous investment in product research and development, technological innovation, and quality upgrades is what makes an enterprise reliable. Secondly, continuous empowerment of channel merchants and customers, together with high-quality products and meticulous services, is what earns trust for the brand.
At the beginning of 2024, Mibo Air Conditioning made a public announcement to the community: Starting from January 1, 2024, consumers who purchase Mibo air conditioners will enjoy a "365-day replacement instead of repair" policy for any quality-related issues! This move is not just a clarion call signaling Mibo's ambition to ignite fierce competition in the mainstream market, but it also boosts the morale of Mibo's distributors, encouraging them to proactively engage in market competition. Behind this strategy lies Mibo's comprehensive enhancement of its brand strength, product quality, and service excellence, empowering distributors with the capability and confidence to differentiate themselves in local market battles.
To better support distributors in actively seizing the terminal market and achieving co-creation, mutual benefit, and mutual development with businesses, in recent years, MeiBo has been focusing on both improving quality and brand, and enhancing service systems and capabilities. Particularly, accelerating the construction of self-built service outlets has been prioritized to enhance both the quantity and quality of outlets. This ensures that numerous distributors can fully focus on terminal sales without any worries about products and services.
After carving out a niche with its unique approach to sports marketing, Meibo is set to continue leveraging sports marketing this year and take its brand engagement to the next level. By integrating "products + stores" into a dual strategy, the brand aims to bridge central media and online platforms, while hitting a variety of offline dissemination methods to further expand Meibo's brand influence and reach.
In the face of intense market competition and rising operational costs due to the surge in copper prices, Meibo is relying on its robust supply chain system and comprehensive competitive edge. In 2024, while sticking to its value-for-money business strategy, Meibo remains committed to a market-and-cost-oriented approach, ensuring the continuity, consistency, and stability of its pricing system. The brand insists on a tiered channel strategy of "consolidation and enhancement + continuous development + multi-channel expansion" to rejuvenate and increase Meibo's competitiveness across various regional markets.
It's evident that, within just a month of the market opening, Meibo air conditioners have not only made a strong impression in the first-tier markets in terms of rhythm and momentum but have also achieved strategic updates and breakthroughs in quality, brand, product, service, and channel partnerships. This will ultimately inject new vitality into the air conditioning industry's development in 2024.
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