In recent years, the “chain long profit thin†in the manufacturing process has become the consensus of home appliance enterprises. Many home appliance companies have started the transition from manufacturing to service, and through the transformation and upgrading of the service sector, they have found new growth points and blue ocean market for enterprises. . According to industry experts, for all Chinese home appliance companies, after-sales service is no longer just an internal supporting system, nor is it a means and model of marketing, not just the responsibility that consumers must bear to meet the requirements of the national three guarantees. obligation. After-sales service of home appliances is facing a new level of profit growth from the cost center within the enterprise to the new profit growth of the enterprise. It is precisely in the context of the highly homogenized competition in the home appliance market and the function of products. The beauty of the home appliance giant is increasing the attention and input of after-sales service. The beauty of the “Spring Cleaning and Maintenance Action†and “Inverter Air Conditioning Decade Repair†"Different service measures have achieved industry service benchmarks, strengthening and consolidating corporate strength and competitive advantage." Since March 1 this year, Midea's spring cleaning and maintenance action has started again! Jin Jiang, director of the after-sales management department of Midea Refrigeration Appliance Group's China Marketing Headquarters, said that during the period from March 1, 2012 to March 20, 2012, users who purchased US air conditioners, refrigerators, and washing machines for more than one year will call the US service hotline; Users who have been in central air-conditioning for more than one year can call the US Central Air-Conditioning Hotline to enjoy the value-added services such as free on-site cleaning and maintenance by US professional service personnel. This is the company's 12-year service commitment. From the initial air-conditioning cleaning service to the current four-category cleaning and maintenance of air conditioners, refrigerators, washing machines and central air conditioners, Midea has become the industry's free "physical health care" for home appliances. The longest and most powerful company. It is reported that the US's free air conditioning, refrigerators, washing machines and central air-conditioning "physical examination health care", including: the US air-conditioning key to check the safety of the power line, and cleaning and maintenance of important components such as filters, evaporators; In addition to the appearance of the refrigerator, the refrigerator also covers the cleaning of the door seal and the refrigeration and freezing of the inner chamber, defrosting and other maintenance; the beautiful washing machine will carefully check the safety of electricity and water, and will also disinfect and soak the inner barrel of the washing machine; The air conditioner will clean the condenser fins, clean the outdoor unit casing, and clean the internal piping of the outdoor unit. In addition, all the above-mentioned home appliances in the cleaning and maintenance process, the US professional after-sales service personnel must test the running performance of the whole machine, will also teach the small common sense of the use of home appliances, improve people's safety awareness and home appliance use efficiency. As the leader of the domestic white electricity industry, in 2011, Midea Group's production and sales scale reached 140 billion yuan, steadily moving toward the goal of “two billion yuan†in the “12th Five-Year Plan†period and becoming the top three global white power companies. Hong Shibin, vice chairman of China's home appliance marketing committee, pointed out that “this means that the United States must find a new development drive system and growth engine during the 'Twelfth Five-Year Plan.' Previously, the development of China's home appliance industry relied on market demand growth and enterprise scale. In the future, the expansion of inertia brought about by the expansion will require the establishment of a new competitive system dominated by the entire industrial chain development system and service-oriented." Wang Jinliang, assistant to the president of Midea Refrigeration Appliance Group, also said, “The current competition of home appliance enterprises has changed from market-oriented to consumer-oriented. In the process of grasping consumer demand and trends, service has become the best strategic transformation breakthrough for enterprises. Twelve years of home appliance cleaning and maintenance services is only one of the performances of the US to promote service transformation. Next, Midea will also be based on consumers, combining products, markets and merchants to launch some competitive and differentiated special services. Self-connotation, high-quality growth, but also actively promote the transformation of the entire industry depends on high-quality growth of service optimization, management upgrades, etc."
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