长虹美菱(000521) - 2015年12月9日投资者关系活动记录表

Group 1: Industry Overview - The refrigerator industry is facing severe challenges, with domestic sales declining in 2014 and a slight recovery expected in 2015. Product upgrades remain the main development trend in a stagnant growth environment [3] - The air conditioning market is experiencing intensified price wars, leading to increased competition and high inventory levels. Energy efficiency, health, and smart technology are emerging trends in air conditioning development [3] Group 2: Export Strategy - The company is implementing a "scale in overseas markets" strategy, focusing on core customers and increasing sales of its own brand products abroad [3] - The dual-core strategy for export products includes a cost-leading approach for mainstream homogeneous products and a differentiation strategy for less competitive products [3] Group 3: Product Development - The company announced the discontinuation of fixed-frequency refrigerators over 260L, promoting its variable frequency refrigerators, which can achieve precise temperature control of 0.1°C [4] - The sales proportion of variable frequency refrigerators exceeded 20% in the first half of 2015, laying a solid foundation for future development [4] Group 4: E-commerce and Smart Living - The "Meiling Life" fresh e-commerce platform has been successfully trialed in Mianyang and Hefei since 2014, showing positive business progress [5] - The smart living project includes offline and online platform development, focusing on community fresh self-pickup cabinets and logistics support systems [5] - The project aligns with national industrial policies and the company's smart strategy, addressing the need for transformation in the refrigerator industry [5] Group 5: Community Engagement - The community is a key area for O2O market growth, with a large user base created by community expansion. Fresh produce has a higher repeat purchase rate, enhancing customer retention [6] - The company aims to reduce intermediate distribution channels through direct sourcing from production areas, providing competitive pricing and convenience for consumers [6]