Finding new ways to grow in traditional industries may seem hard. However, this is not complicated for the home appliance industry. This is because we live in an era in which a series of new changes are taking place, namely, the state is seeking new policies, the industrial structure is being adjusted, and consumption is seeking a better future. Nowadays, the marketization process of home appliance industry in China has been 40 years. As a very typical traditional manufacturing industry, home appliance industry is now entering the turbulent period of "saying goodbye to the incremental era and welcoming the stock era" in The Chinese market. At the same time, the household appliance industry actively seeking transformation, more perfect collision with the change and change of The Times, which also brings new development and growth confusion to all manufacturers in the industry:

One is that the dividend disappears. Over the past few decades, a series of dividend factors that supported the rapid development of industries and the expansion of enterprises have disappeared. Including demographic dividend, market dividend and policy dividend, many manufacturers are now left with "product homogenization", "excess capacity" and "white-hot competition", even the single means of low price competition is also failing.

Second, change has accelerated. In the past, scale, price, channel, and even promotion and service have all come to an end. Now, the new era of user-led industry development has just opened, including how to meet user needs, how to manage the change of user needs, how to turn one-time users into lifelong users, means, ideas and even boundaries are all in the process of exploration. Traditional means disappear weak, new means have not been established, leading to the market competition out of gear, also caused the current fall.

Third, the market is weak. Whether it is the development enthusiasm of enterprises, the competition enthusiasm of businesses, or the purchasing enthusiasm of consumers, these are now entering a new stage with the maturity and stability of the industry development. It is no longer cheap to buy, nor novel products to buy, but more concerned with their own demand value, as well as their own consumption habits. As a result, the whole market fell into a weak and difficult stage of development.

In the face of this series of confusion, standing at the new starting point of the 2022 home appliance market, how can home appliance manufacturers walk out of the new road of development?

First, to deepen the implementation of user management strategy, the key is to find the starting point and clear direction of user management for the industry businesses fighting in the front line. That is, manufacturers must rely on products, especially differentiated good products, as well as innovative moving pins, proactive services and other means to close to users, stick to users; Similarly, it is necessary to further clarify the ultimate goal of user management, which is to pursue the breakthrough and landing of continuous users and lifelong users, and promote users to the normal operation of the enterprise.

Second, strengthen the main line of market management strategy, is to take the initiative to attack, take the initiative to invest. In the face of unknown and difficult "not confused, do not toss", clear the main line, correct attitude. Through their own team and business team to seize, to the enterprise management system of positive and enthusiastic development, so as to empower business partners in the terminal market, and finally in the market will borrow wind and wind and other forces through.

Third, we need to define the direction of industrial transformation and reform. Now the goal that manufacturers should pursue is not the continuous and strong growth of scale, but the satisfaction and guarantee of user demand; The core of high-quality development is not the pursuit of highly improved profit margin, but the pursuit of scale and profit synergistic growth; The implementation of industrial competition strategy is not a one-trick trick, nor is it a road to go dark, but excellent enterprises explore different development modes, and finally establish diverse, diversified, multi-system competition and driving engine.

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