Multiple invisible thresholds appear in the upgrading channel of household appliances consumption
2021-06-09
Users care about the price, pay attention to the price, and always prefer price concessions, which can "take advantage of a lot". However, users actually pay more attention to the brand and the quality, service and experience behind the brand. At present, users' attitudes towards product prices and brands continue to change dynamically, becoming the "invisible threshold" for many manufacturers to participate in competition and share grabbing in the first-line market.
In the first tier market, users have always had a "left and right" choice for the price and brand of household appliances. To put it simply, while believing in the commercial iron rule of "one price, one goods", we hope that big brands can reduce their prices to take advantage.
As a result, there has been a "strange phenomenon" in the home appliance market in the last 20 years that has not been completely eradicated for many years, that is, a large number of "fake foreign devils and big money" home appliances have been emerging in the upper market. Although many users know that they are counterfeit products of big brands and foreign brands, they are cheap, and there is certainly a market.
How to solve the user's choice contradiction and psychology between big household appliance brands and low prices? In the home appliance industry, Haier, Midea, Hisense and other enterprises have tried to find a new turning point between brand and price in recent years by introducing high-end new brands, or young brands, Internet brands and other ways.
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