Why is the end point of household appliance enterprise transformation users?
To explore or even try and make mistakes, the final destination must be the user. Without users, home appliance enterprises and businesses are "nothing".
All problems encountered in the process of enterprise development and transformation are, in the final analysis, human problems. In the same way, the goal and end point of the development and transformation of all home appliance enterprises are users.
It must be noted that users are not only the starting point for the development, birth, rise and growth of the household appliance industry, but also the only goal for the transformation, upgrading and development of household appliance manufacturers. For household appliance enterprises, users are both the starting point and the end point; It is both a means and a goal; First and only.
From now on, enterprises and merchants in the household appliance industry must first invest more time, manpower and material resources to study users and manage users well. It is not too late to study users; Second, it is necessary to promote the reform of the company's internal organizational structure and operation management system. Everything is planned and explored towards the user center. Internal reform is the best means; Third, we must speed up the use of the opportunity of fragmented retail channels, promote the restart of the market management system and thinking, step by step close to users and learn to listen to users, and ultimately turn users into the greatest driving force and bottom line for enterprise development.
After 3 or 5 years of transformation, the confidence is increasingly insufficient
Over the years of transformation, many home appliance manufacturers have felt that they are becoming less confident and less confident.
From the perspective of home appliance industry, there are many reasons for this situation. The most critical point is that many manufacturers generally have no sense of achievement and harvest in the first tier market; Some are just continuous transformation, frustration after trial and error, and disappointment.
As we all know, transformation is the only way for home appliance manufacturers. However, the sense of achievement of transformation, or self-confidence, comes from the return of input, output and results.
For example, it is not a problem to switch to the high-end consumer market, invest a lot of human, material and financial resources in transformation, invest half a year or one year, and invest hundreds of millions of dollars; However, if high-end products are not sold for a long time, the enterprise's morale for high-end transformation will decline, and even the technicians and production personnel in the high-end transformation chain will lose confidence, which will lead to mutual complaints. That is, the marketing personnel blame the R&D personnel for the product problems, while the R&D personnel will blame the marketing personnel for the promotion problems.
Behind the lack of confidence, it is the transformation of household appliance manufacturers in recent years that has encountered difficulties among the user groups in the front-line market. The home appliance industry believes that not only the above process of moving to the high-end market, but also the blind follow-up of many manufacturers is faced with the embarrassment of "large investment and small return", even including the transformation from single products to sets and programs, and from sellers of electric appliances to sellers of home appliance services. More or less, they are faced with embarrassment and discomfort in the first-line market.
The transformation is getting worse and worse. The crux of the transformation is that many home appliance manufacturers fail to achieve the goal of "having users in mind and customers in hand". Most of them follow the strategy, imitate the routine and copy. Namely, product R&D projects are set up to focus on the best-selling products in the market and the star money of the leading enterprises; Marketing promotion is also targeted at the leading enterprises in the target market, either following or imitating or plagiarizing, and occasionally adding some so-called "innovation" is just a cover up.
No matter how the times change, users cannot be bypassed
Recently, there seems to be no big event, big news or big action of big enterprises in the household appliance industry. This is a normal situation for the home appliance industry, which has already entered the mature period. All changes, the occurrence and development of changes, will appear or disappear inadvertently.
Of course, many people can't see it, which does not mean that the home appliance industry has not changed. In fact, in recent years, while focusing on the decline of the market and the downturn of consumption, everyone has ignored that a very huge change has occurred, that is, users are becoming the "business guests" and "big dividends of change" of the leading enterprises.
Users are becoming the biggest factor that affects the market operation decisions of many home appliance manufacturers, and users are becoming the core force that affects the market competitiveness of home appliance manufacturers, which also directly drives the breakthroughs in the operation transformation of a number of home appliance enterprises.
In recent years, behind Haier Smart Home's promotion of the three winged bird scene brand and the landing of the three winged bird experience center, it is a large number of mainstream users' household appliances consumption that has begun to show a pre emptive trend, either in the home building materials store to get a full set of household appliances, or in the decoration company to get kitchen appliances, bathroom products; If the downstream household appliance enterprises choose to keep on waiting, they will lose a lot of orders and businesses. So Haier Zhijia chose to actively follow the steps of users to build a new platform that spans home appliances, embraces home furnishing and integrates home decoration companies.
In Red Star Macalline, Fantasy Home, even Shangpin Homeware, Sofia, Dongyi Risheng, Longfa Decoration, Yezhifeng Decoration and other home furnishing channels, home furnishing companies, and home furnishing companies, they began to become strategic partners of many home appliance enterprises, as well as behind important retail channels, also because more and more users no longer just go to Gome, Suning and other home appliance stores to buy home appliances, but instead use home appliances and furniture Building materials are purchased together, in one stop and in one step.
This series of changes, which belong to different actions from different positions of household appliance enterprises and household appliance channel providers, reflect the same signal, that is, "follow the steps of users" and "follow the changes of users", and constantly adjust their own business strategies, directions and actions, which is the best means and direction.