"Macro, Le Wanjia", 33 years ago, along with this classic line in the history of advertising, Macro pioneered the domestic large-scale production of gas appliances, bringing leading products such as water heaters to thousands of Chinese households, and the Macro brand was also popular All over the country. After years of precipitation and development, Macro has always been the leader in the industry and has become one of the most representative brands in China's kitchen and bathroom appliance industry. It has not only achieved its own steady development, but also through research and development. Launched a number of epoch-making product and technology patents, and led and participated in the formulation of relevant industry standards to promote industry upgrades.
In 2016, Macro Gas Appliances, which focused on the kitchen and bathroom appliance industry, underwent privatization reforms and was completely divested from the listed company Macro Corporation. After independent operation, Macro Gas Appliances was more focused on industrial development, more independent, and increased R&D investment. Focusing on user needs, we continue to innovate and make breakthroughs, and our products have repeatedly won awards at home and abroad. Good news in terms of sales performance, product innovation, and industry reputation are frequent. And invest 1 billion yuan to build Macro's new hot water kitchen electric technology industrial park, establish an intelligent manufacturing standard system and information security guarantee system, and comprehensively accelerate the industrial intelligence and informatization upgrade.
On August 10, the China Household Electrical Appliances Research Institute and the National Household Electrical Appliances Industry Information Center jointly released the "2018 Semi-annual Report on China's Household Electrical Appliances Industry". The "Report" shows that in the first half of 2018, the scale of China's household electrical appliances market reached 421.3 billion yuan. A year-on-year increase of 9.7%, compared with a year-on-year increase of 11.9% in 2017, the overall growth rate of China's home appliance market slowed down in 2018.
In an environment where the rapid growth of China's home appliance market is gradually declining, and the industry is under overall pressure due to the obvious impact of real estate policies, Macro, which has been cultivating the industry for 33 years, has grown against the trend and its market performance has been eye-catching. Following the high-speed growth in 2017, it has exceeded the completion After the goal, in the first half of 2018, the set goals and tasks were exceeded, and the growth rate was significantly higher than the industry average. With a beautiful report card, Macro's outstanding results after the privatization reform and strategic transformation were highlighted.
According to the statistics of the whole network from Aowei Cloud Network, in the first eight months of 2018, the year-on-year growth of Macro gas water heater and electric water heater products was 42.87% and 41.53%, respectively. The year-on-year growth of the industry was 21.22% and 19.48%, respectively. Macro water heater products Growth far exceeds the industry. Among the kitchen appliances, range hoods performed particularly eye-catching, with a year-on-year growth of 126.87%, which significantly exceeded the industry's 20.23% year-on-year growth rate.
Practicing China's intelligent manufacturing, building a new technology industrial park
As one of the industry leaders, Macro has its own opinions and layout on the trend and future of the home appliance industry. In response to the long-term development needs of the brand and the trend of intelligent industrial upgrading, Macro's new hot water, kitchen and electric technology industrial park built with an investment of 1 billion yuan will also rise.
On January 18, 2018, Macro Hot Water Kitchen Electric Technology Industrial Park successfully laid the foundation, with a building scale of 180,000 square meters, MES manufacturing system, fully automatic three-dimensional warehouse, and an assembly line with advanced technology experience in the industry... It will become Macro’s The future factory and heart will become an important support for Macro to realize its upgrade development plan. At present, the industrial park is also under construction. It is expected to be completed and put into operation in 2020, and its production capacity and output value will both break new highs.
Technological innovation is fruitful, and ingenious products are recognized
Ge Fengliang, vice president of the China Household Electrical Appliances Research Institute, pointed out in the interpretation of the "2018 Semi-annual Report on China's Household Electrical Appliances Industry" that the industrial upgrading of China's household electrical appliances industry is accelerating, and high-end, high-quality comfortable, smart, and healthy household appliances are more popular in the market. Sought after.
Regardless of whether it is based on market development or consumer demand satisfaction, the trend of transformation and upgrading of China's home appliances has been irreversible. Home appliance companies represented by Macro have also made efforts to mid-to-high end, and the series of innovative products launched have attracted attention and welcomed the market.
In fact, Macro, which has always been winning by technology and quality, has never stopped exploring on the road of technology research and development. After 7 years of concentrated research and development, the "Dongfang Heng Hot Core" system was born. The X7PRO household central hot water equipped with this system creatively solves the long waiting time for hot water and the sudden cold hot water that occurs when users of villas and large houses use gas water heaters. The two major industries have no solutions to the problems, and they have become the "unicorns" in the high-end water heaters; the core patented technology without electric washing is the only technology in the entire industry that truly realizes the "unplugged, no electric bathing" technology, a breakthrough The technical bottleneck of electric water heaters brings real safety to users; "MATE7 automatic cooking system" has changed the impression of traditional kitchen appliances by new consumer groups, and revolutionized people's traditional cooking habits. Since its inception, it has become a concern of the industry. Object. In addition, Macro is actively expanding new categories of kitchen and bathroom appliances, building a product differentiation system, and launching a series of cutting-edge products such as Hummingbird dishwashers, Children's Shield water purifiers, and H5C kitchen-installed gas water heaters, helping to increase Macro's market share.
The 33 years of development has allowed Macro to have a deep accumulation of technology, resources, and reputation, and it has also harvested a large number of loyal fans, which is a rare capital in market competition. At the same time, Macro is also facing a problem that many classic brands will encounter: rejuvenation. How to capture the cognition and favor of the post-90s and even post-95s emerging consumer groups, and refresh the outside world's inherent impression of Macro.
Since the privatization reform and independent operation in 2016, Macro has also further accelerated the pace of brand renewal, exerting efforts from multiple dimensions such as brand connotation, new product development, communication channels, and interactive methods to present a new Macro.
At the 2018AWE, the Macro Pavilion made everyone’s eyes shine bright, and they all felt that Macro had changed! With the theme of "Creative Unseen", a venue with a sense of science and technology and a sense of the future, a series of black-tech explosion products, holographic projection and other cool product displays The way, as well as new media communication methods such as Douyin live broadcast, as well as the popular host Li Haoqing, who is popular among young people, has successfully shortened the distance between the brand and young users, and also gave everyone a new understanding of Macro.
Since April, Macro has joined hands with Super IP to sponsor Jiangsu Satellite TV's large-scale puzzle program "One Stop to the End" to play knowledge marketing, flagship products have also appeared in the program, and successfully invited the host Li Hao to become the chief product experience of Macro Officials, convey the aesthetic concept of life science and technology, and empower the brand to rejuvenate.
In addition, Macro also co-organized the 2018 European and American Study Tour Innovation Challenge with the theme of "Different enough to fight!" with the mobile recruitment platform Dajie.com, led the winning team to study in Europe and the United States, provided internship opportunities for outstanding students, and invited industry leaders to come in person Sharing activities and answering questions, encouraging creativity and innovation with practical actions, and providing young students with a dream stage for self-exhibition and learning exchanges, has attracted the attention of the industry and praised by the majority of students.
Based on the brand's own positioning and characteristics, Macro is working on technology, products, marketing, and service, while delivering the brand value concept through diversified actions and marketing methods, deepening the audience's recognition of its national brand and the representative image of China's intelligent manufacturing. Undoubtedly, it will further enhance the value competitiveness of the brand.
At present, the market competition in the kitchen and bathroom industry is becoming more and more fierce. High-quality, intelligent, differentiated, and consumer pain points, as well as emerging home appliances that can further improve the residents’ life experience, will become a new driving force for market growth, with innovative strength and craftsmanship. Enterprises are also better able to experience the test of the times. After 33 years of ups and downs, Macro is also showing its long-standing strength to users, the industry and the market with a solid and steady pace and outstanding results. While building a technologically strong enterprise, Macro also promotes the development of China's kitchen and bathroom appliances industry.
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