How does an air-conditioned sea-based air conditioner find a sub-market for overseas air-conditioning?
Project background
The purpose is to collect and analyze information on the Saudi Arabian air conditioner market, study the industry status, development trends, user needs and product dimensions of window air conditioners and split air conditioners (hang-up), explore market breakthrough opportunities and product leadership points, support Hisense's future product planning and find market segment opportunities.
Phase 1: Deep insight into markets and user pains
Through desk data analysis (policy, economy, climate, brand environment, etc.) and home visits to 15 households (covering Riyadh, Jeddah, and Dammam), we accurately identified the core pain points:
- Product performance hurts.It is inefficient and easy to strike in the lower part of the imported air conditioner at high temperatures; sand and dust storms lead to outages, impurities in the inside; leaks after long periods of use, high noise and insufficient energy efficiency.
- User experience pain: The family has a large population, and the living room and bedroom need to be used for a long time and frequently, and the cooling coverage of the existing products is insufficient; the remote control operation is complex and the intelligent control is missing, making it inconvenient for the elderly and children to use; the delivery and installation cycle is long, the after-sales response is slow, and the warranty policy is unclear.
- Market competition hurts.China ' s brands are at a disadvantage in their distribution and location through channels, users rely on their reputations and underline experiences, and promotional activities have a significant impact on purchasing decisions.
Phase II: Solutions framework
Based on pain, a three-dimensional policy framework for product + marketing + service:
- Product optimization: Focusing on the four core functions of high temperature resistance (high temperature resistant materials, protective systems), dustproof (outdoor unit anti-sand design, internal unit high-efficiency filter), energy saving (frequency conversion technology, energy efficiency upgrade), and intelligent control (remote control, simplified interaction), it meets the large-capacity needs of multi-population families.
- Marketing strategy: Strengthen the layout of offline channels (cooperate with chain home appliance markets such as Extra and Tamkeen to optimize product distribution and display locations), combine social media (Youtube, TikTok) functional science popularization and Snapchat promotional information, and enhance brand awareness through discount activities and localized content (Arabic, family scenes).
- Service upgrades: Shorten the delivery and installation time (completed within 2 days, expedited option available), clear after-sales guarantee (2 years for the whole machine + 5 years for the compressor), establish a quick-response maintenance system, and provide regular cleaning services to reduce problems such as water leakage.
