New pattern of market competition in household appliances industry appears
As a new round of reshuffle of the household appliance industry has come to an end in the last five years, the new pattern of the entire industry competition has quietly moved towards a phased stability. In addition to the polarization pattern of "the strong will always be strong" of mainstream manufacturers, there is also a clear trend of "high-end and low-end" of mainstream consumption, the poor ability of mainstream retail channels to "serve users", and the new wave of competition of "integration and scheme" of mainstream products.
Under the new commercial order, new industrial pattern and new wave of consumption led by "people, goods and markets" in the household appliance industry, the household appliance circle has noticed that the new commercial pattern of the entire household appliance industry has begun to take shape.
In short, it mainly focuses on four aspects: first, the manufacturer brand pattern of the industrial subject, second, the user demand trend of the market subject, third, the retail channel competition pattern of the commercial subject, and fourth, the product trend direction of the competitive subject.
At present, around the new round of development and competition of "people, goods and markets", compared with the development of the industry in the past few decades, there are two characteristics: first, the goal is more clear, the resources are more concentrated, and the investment is more accurate. That is, the main operators are many large and medium-sized enterprises and businesses, while people are the most critical user element, that is, operating users, and goods are the most core means, facing upgrading and expansion from hard to soft, The field is the online and offline fulcrum for the implementation of various transformation strategies;
Second, the market is changing more rapidly and the means of competition are more diverse, but the new industry development cycle has just started. Focusing on the high-quality development of the industry, as well as the adjustment of the enterprise's business structure and the value based expansion of user needs, the interests of the upstream and downstream manufacturers and users of the industrial chain are converging and consistent, which is to pursue a better life and stronger development.
Manufacturer pattern: strong and strong
The phenomenon of "the strong will always be strong" has always existed in the development of China's home appliance industry in the past 10 years, even 20 years. The only difference between the current and future is that the definition of "strong" has changed. Both home appliance brands and home appliance retailers are facing the development trend of "becoming bigger and stronger, or shrinking passively or even getting out".
Today's strong players in the household appliance industry, for household appliance manufacturers, can not only be "the king of quantity in scale", but also become stronger in terms of overall strength in terms of quantity and quality, speed and efficiency, users and markets, products and brands. Therefore, for large and medium-sized manufacturers, it is just a point: "not to promote strengths and circumvent weaknesses", but to "speed up the filling of weaknesses".
So for small and medium-sized manufacturers, the future development direction and trend is very obvious, that is, mix while you can, fight while you quit. Don't expect too much, and don't dream of soaring.
Consumption trend: diversion at both ends
"It is either good and expensive, or cheap and practical." The younger generation of consumers are now "dare to love and hate" in their choice of household appliances. From the perspective of household appliance enterprises and businesses, it is actually the diversion of "high-end and low-end" of household appliances. In the past, the so-called "middle tier", that is, household appliances that are neither expensive nor cheap, faced failure due to lack of characteristics and personality.
From the perspective of users, the new consumption wave of household appliances is mainly affected by consumption ability, consumption awareness, etc. On the whole, high-end, brand and quality consumption is the major trend. However, it must be noted that household appliances, as consumer necessities and durable goods, are also easy to use and cheap, which is also what most families want. Therefore, there is not only an upgrading demand for higher quality and experience, but also a rigid demand for practicality and ease of use, which will be the general trend and new direction of the whole household appliance consumption in the future.
Channel competition: service first
There are more and more retail channels for household appliances, but it is increasingly difficult for a single retail channel to ignite the market tide. Under the trend of large number of channels and reduced appeal of a single channel, the next changes in channel form and channel structure will be finalized, but the means and content of channel competition will be more abundant, diversified and changeable. To put it simply, whether it is offline channels, online channels, hundreds of billions of giants, individuals and communities, the focus of the future competition of channels is the ability to serve and market users.
It is not a simple change in business philosophy, means and models, but a change in business model from promoting sales to winning trust with marketing and service capabilities. That is, by exploring more and better service products, service content and service system, users should not only focus on product price and technical functions, but also pay more attention to installation, design Service contents, speed and quality of construction, maintenance and repair.
Service is the only breakthrough for home appliance retailers to achieve differentiated innovation and personalized leadership in the future. This kind of service capability is not simple after-sales service, but more value-added and value-added service experience before, during and after sales, and the ultimate "inner sublimation" of users' harvest and surprise.
Product trend: package scheme
The technological innovation ability has been improved, but the upgrading iteration of household appliances has slowed down, especially for air conditioners, refrigerators, washing machines, even kitchen appliances and small household appliances. Even dishwashers, floor washers, and sweeping robots are localized improvements of old products in the Chinese market. The innovation of household appliances has come to an end, and the new technology of household appliances will not appear in hardware products.
At a time when the innovation of household appliances as a single hardware is weak, in recent years, many household appliance enterprises have begun to use AI technology, connectivity and other means to launch a suite of household appliances and a whole house intelligent household appliances program, aiming to promote the deepening of multiple systems of household appliances from products to programs, from hardware to software, content and services, and hope to better meet the personalized and diversified needs of different users. It also allows enterprises to more accurately find good users for good products, from the sale of a product in the past to the implementation of personalized customization for thousands of people and thousands of faces in the future.