What will happen to the already-opened curtain of China's home appliance industry in 2020?
For many practitioners in the home appliance industry, what new challenges will they face? Is the policy warm wind blowing, new industrial policies coming out, or constant price wars, consumer demand upgrades, accelerated channel fission, or industry fluctuations, marketing services change.
Similarly, what kind of mentality, models and means will many home appliance manufacturers take to meet the unknown but changing 2020 home appliance industry war? With these questions in mind, the home appliance industry, after communicating with many home appliance manufacturers, found that the 2020 industry buzzwords that belong to the home appliance industry have appeared.
Strategy: Unwavering
Without any thoughts, to promote the transformation, transformation and innovation that have been going on for many years, this is the only way out for all home appliance manufacturers in 2020. Don't be intimidated by the momentary market decline, let alone be misled by the periodical low price war. All manufacturers must have a clear understanding: only reform, change, innovation, and breakthroughs can have a future.
Specifically, appliance companies and businesses must unswervingly promote product innovation and iteration, marketing and weaving and landing, and improve and improve services. Stepping out of the first-tier market with periodic price fights, sluggish demand, and industrial chaos, based on the next 3, 5 years, or even longer-term goals, complete the new business system such as "product development, manufacturing, marketing, and channel services" for users Construction.
Facing the ups and downs of the outside world, the magnificent economic trends, and the market environment, whether it is negative or favorable, whether it is a slight drop or a big drop, the only thing that home appliance manufacturers cannot change is the strategic fixation. Only by resisting the cold winter in the market can we realize a new round of industrial counterattack.
Tactic: Let it go
It's time to do it. Don't doubt, don't hesitate, and don't pause. Facing the current and future complex and changing market environment, the best way for home appliance manufacturers to respond is to actively fight and take the initiative to make a difference. Because, no matter what time, market business opportunities are always snatched out, not waited out and boiled out.
There are more or less promotional activities in the end, and now it has replaced the "promotion activities in the end or not" proposed by home appliance manufacturers. Behind the change, as long as there is a "real-life" improvement in execution, efficiency and details in the first-line market, there will be results and gains. On the contrary, if you just want to continue to mix your life and ask for resources under the guise of promotion, staying in the store every day and not running, this promotion will never be effective; therefore, in this period, all home appliance manufacturers, regardless of their size, There is only one chance to "let go".
Status: All players
Open all year round. This is just to show that the home appliance manufacturers are in an aggressive state in the 2020 market. However, for all home appliance manufacturers, mobilizing all employees into a "fighting state" and maintaining an offensive attitude at all times is an imminent and the best way out.
It is certainly not for all employees to do one thing with all the employees of home appliance manufacturers, such as marketing of air conditioners for all employees; but after the clear division of duties and responsibilities, work hard toward a goal and direction to form a new collective action. In recent years, after experiencing the impact of the Internet tide, appliance manufacturers have suddenly discovered that the biggest advantage of Internet companies is "short process, fast efficiency, high turnover", which is the biggest shortcoming of appliance manufacturers after more than 30 years of development.
Mobilize and give each employee a new working state. This is a compulsory course for appliance manufacturers before winning the market and fighting the terminal. Of course, it is not just a matter of giving employees high bonuses and benefits, but also an imaginative future and blueprint. Let employees have the value of "must pay, pay".
Highlights: Technology-driven
Technology-driven and smart ecology. This will become the biggest bright spot for home appliance manufacturers to participate in market competition in 2020. In fact, starting from last year, a new round of technology-driven new products, new technologies, new services and new experiences has made many consumers feel the wonderful experience of intelligent home appliances and intelligent life. This also conforms to the east wind of the quality upgrade of mainstream consumer groups.
Nowadays, with the accelerated implementation of cutting-edge technologies such as AI, 5G, and IoT, and the continuous emergence of cross-industry and cross-company cooperation systems, this has also accelerated the change in the technology-driven content of the home appliance industry. It will no longer be a simple enterprise cross-border cooperation for marketing purposes, but a user-centric cross-border integration of ecological resources. This means that technology can not only drive the iterative upgrade of home appliances and give new value; at the same time, it can also bring a wider stage for enterprises in terms of marketing systems and business models.
The driving force for the development of the entire home appliance industry has now quietly changed. From the large-scale low-cost manufacturing in the past to the current technology, ecology, and platforms, multiple forces have simultaneously detonated. This trend will accelerate in the coming years, giving new business insights and imaginations to home appliance manufacturers.
Turning Point: Brand Consumption
The product era gave way to the brand era. This is the truth and reality that home appliance manufacturers must recognize, and it is the biggest turning point of the industry in 2020. The arrival of the brand era does not only mean that the product structure of the home appliance market will rapidly shift to high-end and high-quality consumption. It also means that the value of home appliance consumption is giving up low-priced goods. Selling points, have a face value. "
Times are changing and consumers are changing. If home appliance manufacturers remain unchanged and continue to take the "low price" approach to black, it will be a dead end for all home appliance manufacturers. At the same time, with the rapid improvement of residents' living consumption level, the change in consumer awareness, and the iteration of home appliances from scratch to refinement, the era of the era of home appliance brands has come together. On the one hand, brands are required to have texture, style, integrity, and cultural connotation; on the other hand, based on products, they have technical selling points, functional experience points, and eye-catching points.
In response to the advent of the brand consumer era, all home appliance manufacturers cannot choose to wait and see, let alone continue to stick to the old road. We must be brave to embark on a new round of brand-driven development and build better products, services and experiences around brand adjustments.
Starting point: complete house
The future has come, but everything needs home appliances to create and grasp with both hands, because a new starting point has emerged: For the 2020 home appliance market competition, the biggest opportunity will be from a single product hardware to a complete set of scene-based appliances Solution jump. Eventually it will break the scale ceiling that plagues the home appliance industry.
The new starting point of the new track of the home appliance industry is precisely based on the wave of smart homes, the market landing and consumption leadership of complete sets of solutions in different scenarios of the home. The core is to jump out of a single product hardware idea, but to build and open a new marketing service system based on family scenario thinking: introduce design and installation service concepts into it, and upgrade retail trade to goods and services. Let home appliance dealers become service providers to help home appliance customers transform and upgrade.
The key to a complete house is to break the "post-sale" and "one-time sale" models of home appliance manufacturers in the past, comprehensively advance the marketing of home appliances, turn home appliances into part of home improvement, and promote a series of functions and functions of home appliances. The experience is integrated into the scenes of everyday life. This will be a promising new business track!
Source: Appliance Circle