The current environment of the Chinese home appliance market is very cold. The only difference is that in the face of cold winds, head companies represented by Midea, Haier, Gree, Hisense, Konka, Changhong, and Fotile, Boss, Vantage, Supor, Joyoung They have detonated the market, and they are doing extremely well.

With the resurgence of cold weather in the outside world, home appliance companies and merchants have once again "smoked smoke" in the first-tier market. Leading companies in various industries have successively launched rounds of "real swords and real guns" in the first-tier market. The price war was the trigger, followed by a round of channel war, public opinion war, saliva war, subsidy war, and promotion war. It is believed that next head enterprises will stage "eighteen weapons, everything" in the first-tier market.

Facing the "army pressure and aggressiveness" of the head companies, for many small and medium-sized home appliance companies in the market, in the next 3 months, half a year, or even a year, what kind of state and method should be involved in this market? In the "fight and death" business fight? Should you choose to wait and see, or wait for the opportunity to launch a guerrilla warfare? The home appliance industry believes that it adheres to one principle: if the enemy does not move, the enemy moves little, and I move big, and we must toss and do things in the first-tier market, and we can only hope that we can do it in full swing.

In fact, recently, behind the "smoked smoke" in China's home appliance industry, in the eyes of professionals, it is precisely the large enterprises that have done a great job in the callback channel based on "market adjustment, industry transformation, and consumption change": by doing things, doing big things, Especially investing against the trend, looking for breakthroughs and growth points. From this perspective, this is also the direction in which small and medium-sized home appliance companies must break through and work hard for some time to come.

Haier, which has entered the new track of smart homes, recently not only launched the world's first 5G IoT central air conditioner, created corresponding IoT application standards, but also continued the landing of air ecology. At the same time, in the face of low-price wars, traditional home appliances are becoming cheaper, and even the "cabbage price" situation is frequently reproduced. Haier has replaced the product "set selling" in the smart home scene, and smart kitchens, smart living rooms, smart bedrooms, smart Various package solutions related to the main scenes of the family, such as balconies, frequently appeared in 100,000, 200,000 or even million orders, and explored a new way for home appliance companies in low-price mire.

Midea Group is accelerating the construction of a whole-house home appliance solution platform in China to provide consumers with packaged products. At the same time, it is accelerating its entry into the high-end market and launching the main home appliance category after launching the Colmo micro-climate home central air conditioner. In addition to integrating more categories of Midea, it will also expand new channels for building materials and furniture. In 2019, it plans to have more than 300 front-loading market stores. Midea will become the home appliance industry industry chain and full category controller in the future. At the same time, in overseas markets, Midea is the first to promote the switching of private label operations in the ASEAN region. This will become a new breakthrough in the future.

Gree was not idle. On the one hand, 100 million yuan was set up to establish an e-commerce company to promote the e-commerce channel to platform operation and upgrade. At the same time, Dong Mingzhu was the legal person of the e-commerce company, demonstrating its importance to young consumer groups. Sanan Optoelectronics accelerates the diversified layout from self-built chips to investment chips. Of course, more importantly, the transfer of major shareholders of Gree Electric Appliances has come to an end. After Gao Capital has entered, it will inject new life and ideas into the company.

Hisense's home appliance business suddenly expanded against the trend: the first phase of the Hisense home-level washing machine factory was completed. After this transformation, the annual production capacity of washing machines will be 3.4 million units. It is expected that the annual output value will increase by nearly 1 billion yuan in 2019, releasing Hisense's home appliances. In addition to refrigerators and air conditioners, we are building on the third pole of growth based on washing machines. At the same time, the release of RILLS refrigerator WILL promotes the subversion of refrigerator fresh-keeping technology and creates the ultimate freshness effect that can "plant fruits and vegetables in the refrigerator". This also allows the outside world to see Rongsheng's technological innovation strength and heritage.

In a similar situation, Fotile, the boss, and Oaks, Konka, Changhong, and Joyoung, Supor and other companies are actively struggling in the first-tier market, or launching new products, new technologies, or launching new promotions and activities. Attack frequently.

It can be seen that in the winter of the entire home appliance industry, the general attitude of head home appliance companies facing the resurgence of cold winds, or to continue to adopt the business logic of "off season prosperous", to clarify the strategic main channel and open new business tracks, in addition to continuing to When the price war is shuffled, there is also a leap from product to scene space and iteration from manufacturing business to service platform, so as to give the home appliance industry step by step the challenge of continuously changing external environment in the Internet era.

I believe this should also be the attitude and path that all home appliance companies and merchants should have in the future: on the one hand, they should continue to expand in the first-tier market, and use air marketing, ground promotion, community interaction, and store experience to diversify and hide the original The integration and integration of consumer demand; on the other hand, we must dare to make strategic investments in capacity and system construction involving the next 3 or 5 years. We must take strategic losses in the competition involving the bottom line of the enterprise market. We must not choose " Wait to be in the strange circle.

Source: Appliance Circle