The mighty consumer upgrade wave, to Cuikulaxiu potential impact of various industries, home appliances as the daily life of the most closely electrical appliances, naturally will not miss this round of storm. Whether Samsung foreign home appliance giant, or Hisense, TCL, Haier this Leading domestic enterprises, have released their high-end products.
You can see, the main smart TV, washing machines, refrigerators and other pricing are in the million range, high-end trend is obvious.Enterprise upgrade, is undoubtedly the entire appliance industry, a bonus period, how home appliances manufacturers to grasp this wave of consumer upgrades The
This session of the household appliances to upgrade the three lights
Appliance upgrades, not just high-end home appliances popular, the overall price of home appliances rose, specifically, this session of the consumer upgrade mainly in the following trends:
Trend 1: domestic rise, exotic, especially Japanese status decline
Ten years ago, the Japanese brand of home appliances is always the first time to seize the eye, Sharp, Sanyo, Sony, Panasonic, Hitachi and other Japanese home appliances swept the world, leading technology, moderate price, its durable high quality image enjoys popular support, But now the situation is changing, today's Japanese home appliances lack of significant highlights and differences, technically stagnant, brand competitiveness is weakened, consumers do not buy it.
Many Japanese enterprises were home appliances acquisitions, such as Hisense acquired Sharp's American TV-related business, Sanyo TV was taken over by Changhong.Songxiu Sony, Panasonic is a long time a huge loss of the quagmire, many Japanese brands Fading out of people's vision. Japan's local television brand Sharp, Foxconn has also been in the bag.
On the other hand, is the emergence of domestic brands, such as Haier Group, high-end brand Casa Dili refrigerator, washing machines and other products, frequently priced on the million, the boss of large suction hood, the price is about twice the industry, sales are also continued Industry-leading millet, storm and other Internet TV brand, also began to take high-end line, into many scientific and technological elements, such as the moment the most popular artificial intelligence, VR, and strive to seize the high-end market.
Let us return to the previous two years, domestic brands spike goods is simply can not think, after all, a few years ago during the New Year, a people went to Japan to buy a toilet .This consumption upgrade, and exotic between the decline, seemingly not Related to, in fact, there is a strong correlation, the essence of strong causal relationship.Enterprise upgrade, the internal income is the increase in per capita income is the protection of consumer upgrades, per capita income on behalf of the rapid growth of the domestic economy, the national economy to enhance the level, Can not be separated from the rapid development of national enterprises, domestic enterprises to accelerate the development, in contrast, exotic naturally dwarfs.
After the reform and opening up the first few decades, the demographic dividend, the top dividend of the pyramid of consumer dividends, mostly foreign brands to seize, and now this round of consumer upgrades wave, fertilizer does not flow outsiders, domestic brands overall income is far greater than foreign The
Trend 2: the long tail effect of niche products intensified
Consumption upgrade is not just from low to high prices, but all in order to improve the quality of life, some small public products before the popular, niche products in the consumer upgrade mapping, the long tail effect began to force.
Dishwashers in China for nearly two decades of history, before it has been hidden in the purdah did not know, are small minority products until 2016, Chinese residents per capita disposable income compared to the early 90s last century doubled when the wash Bowl machine was we re-'know', and to Starfire Liaoyuan trend to open its 'China market popularity process', and showing a hundred percent compound annual growth rate. Domestic brands such as Haier, the United States, the boss electrical appliances, Fang Tai and other enterprises According to different brands of product tone and differentiated layout quietly launched a smoke-free war.
In addition to dishwashers, sweeping robots and other products have begun to popular, these products are reflected behind the lazy economy, in addition to lazy economic power, the health of home appliances have begun to popular, the most representative of the air purification Equipment, water purifiers and other products.
Xiaosheng products Xinghuo Liaoyuan and public high-end appliances, is essentially the same, are the result of consumer upgrades, although in a different stage, one is from scratch, one is from the excellent, from 0 to 1 small Product popular process, directly from 0 to 2, the initial force will be high-end market, niche products practice leap-style development path.
Trend III: reverse customization C2B mode is increasingly large
According to public statistics show that in 2017 the domestic embedded kitchen electric brand increased to 124, compared with 2016 increased by 36, the growth rate of 40%. Embedded home appliances mainly kitchen appliances to the cabinet, console, sink As an infrastructure, the stove, range hood, oven, disinfection cabinet and other electrical integration embedded in them.
This will not only save the kitchen space, but also can make a combination of a variety of home appliances more reasonable and practical, to achieve the maximum availability of kitchen space and the convenience of people to operate. Embedded appliances abandoned appliances and cabinets placed alone , The situation of their own way, make full use of space, the kitchen has become neat and regular, and easy to care.
This new concept has become the current trend of home appliances in the hottest fashion choice, suitable for new homes and young people living in new groups.
Excuse me or overdraft?
Consumption upgrade era, domestic appliance business has made gratifying achievements, but at the same time, impetuous wind, exaggerated wind, speculative wind is also spreading, many companies in the low-end products have not yet a firm footing, but also catch up with this wave of high-end Wave, specifically the main performance for the following:
First, many of the current high-end strategic positioning of household electrical appliance enterprises, more still remain in the public opinion level, strategic level and planning level.Many high-end products, is located in the image of the enterprise, rather than on the amount and size , To participate in high-end market competition and snatch, is placed on the side of the facade, not to bring the number of sales, the typical high-end product public relations.
Such as large-screen TV, and some products on the hundreds of inches, the price of hundreds of thousands, which has been out of the positioning of high-end products, high-end products is not a product alternative, non-mainstream, but technology, design and brand concept The most typical example, like women's backpack, LV and other luxury backpack is not necessarily big, but the brand premium, product design sense, bigger product volume, product non-mainstream, the cost is indeed improved, the price is more High, but do not have high-end products of the gene
Product public relations is not the original invention of the field of home appliances, which is particularly common in the automotive industry, car new products will generally have a concept car, design, function hanging days, although the practicality is not strong, but it can attract the user eye
High-end products have been able to achieve public relations, but also a theoretical basis. "New Yorker" geeks Gladwell's talent for the "tipping point", the focus is about how to make products tide, which referred to adhesion Rules, information with 'attached' sex, can make people impressive. So how to make the information generated adhesion? Any idea to have a shock to the role of people, the key lies in its intrinsic quality, such as subversive, enough shock, Voice recognition smart TV, hundreds of inches of smart TV, are highly topic.
Bluntly said that the current reason why many local home appliance enterprises 'happy to say high-end', the core reason is that 'pull tiger skin to do the banner', publicity to do high-end transformation, the market or low-end snatch. Make a set of '.
Second, most of the current high-end products of household electrical appliance enterprises, mostly 'name does not match.' Nominal is a high-end products, in fact, is more functional, pretty some models, the current market, the various high-end home appliances different selling points, different functions After the combination of simply assembled, but the price of the product will be high, and did not really grasp the pain of high-end consumer demand.
Realistically seeking that many home appliances business so-called 'high-end products' can be understood as 'high pricing' products, and no real high-end products behind the high value-added and high attraction. Just a lot of business 'forced helpless' hanging high-end.
Third, high-end products in the channel management, there are many shortcomings.I was visiting the line under the home appliance stores, many sales staff have recommended the latest models, recommended high-end electrical appliances, what cool appearance, Elements, simply blowing on the day, when the author of this is not cold, but also a turn, have recommended cost-effective home appliances, and before the introduction of high-end appliances scoffed, all Tucao, said that these appliances and not how new technology Content, gimmick ingredients big.
From the front line of sales feedback we can find that although many home appliance companies have launched high-end home appliances, but its brand influence or called the new product line and not deeply rooted in the brand influence is not enough to support high-end price, and even front-line sales staff On some high-end home appliances pricing is not safe recognition in some elaborate, that a large number of market clerk, sales staff forced to business goals and performance assessment of the pressure, habitual 'high-end open market, the main market Or in the low-end '.
From Technology to Art: Deep in the Way of Life
Although the consumer market has escalated the storm, but for home appliance manufacturers, is not at your fingertips, in order to benefit from this round of storms, need to force in the multi-link.
1, open up a new sub-brand
In the field of smart TV, the transformation and upgrading of traditional home appliances can be described as Daqie Daowu, Skyworth set up cool sub-brand, TCL's pioneering Thunderbird front, Hisense opened up VIDDA Internet TV brand.Traditional television was once millet, music and other Internet TV to fight, Counterattack, many companies heavily open up new brands.
Traditional TV and Internet TV is clearly different, high-end home appliances and the original home appliance manufacturers between the brand, in fact, should also be like traditional TV into the Internet TV, open up new brands, increase the industry identification, this point, in addition to Haier opened up the Casa Emperor high-end brands, the industry few companies do so.
Huawei, as a world-class communications equipment suppliers, the introduction of the P series, the glory series, Mate series of mobile phones, can enter the high-end machine brand, the next can reach the low-end machine areas, the company's mobile phone manufacturers, To kill the entire industry chain, and do not affect each other. Millet as silk silk machine synonymous, tied with cost-effective, often into the high-end machine market crashed, and its low-end machine brand image is not without a relationship.
High-end brand positioning fuzzy, the reaction in the consumer market, will affect the market share.
2, technology to the left, art to the right
Now the home appliance market more and more with the characteristics of FMCG, such as smart TV, one will be LCD, one will be plasma; 3D concept is not popular for a few days, 4K HD came out, and now 8K TV is eager; Now is the laser TV, ULED and OLED technology dispute.
Many manufacturers of home appliances to enter the field of high-end machines, have shown in the technical show muscle, what the latest black technology, artificial intelligence technology, for the user, gimmick composition, and it is easy to fall behind, the high price for some non-just Of the technology pay, more harm than good.
Technology and then tough, the brand is weak, but also in vain, we are in terms of smart phones, domestic security machine crane hanging day, double WeChat, multi-functional dialogue, dual system, much more than Apple, but it is difficult to squeeze high-end machine Market, we can see the coolest function is just a consideration of the dimension, the outcome of the decision or brand.
Home appliance manufacturers want to completely enter the high-end market, to around the art, lifestyle articles, enhance the brand to force the main two dimensions:
Dimension 1: the philosophy of building home appliances itself
This is the most successful of the Apple company.For Steve Jobs Zen thinking the greatest "Zen people's mind," said: 'do anything, in fact, are showing our inner nature. This is the only purpose of our existence.
Zen respected 'simple' and 'tend to be straight'. 'Minimal' has become the core of Apple's design, product philosophy. Apple iPod, no buttons to round the clickwheel control, which clickwheel circle in fact with Steve Jobs Practicing Zen.
Apple products are soft and streamlined, from iMac, iPod, iPad to the iPhone, the design is reflected in the small, easy to operate features, Steve Jobs will Zen 'empty' concept applied in product design. Straight appearance, minimalist control Way, and ultimately to 'minimalist philosophy' to conquer the world.
Home appliances and intelligent machines belong to the same field of hardware, mobile phone ring as early as a few years ago to blow up an apple storm, home appliances should also learn from the latest consumer aesthetic.
Dimension 2: Product philosophy built around product and user relationships
Refrigerator is not just frozen, storage, on the kitchen should also be a beautiful furniture, high-end refrigerator on behalf of the owner of the taste, life style in the pursuit of product use function, but also should pay attention to the appearance of exquisite design.
Home decoration, there are new Chinese, European, Mediterranean style, consumer upgrades today, a variety of decoration style is no longer a decoration company's dividend, home appliance manufacturers should also wait for an opportunity to make a fuss about home decoration, so that in the market only Has a unique nature.
3, high-end home appliances is the table, high-end production chain is
Customization, C2F wave is a new trend in the home appliance industry, home appliance manufacturers want to provide users with matching high-end products, the need for high-end production chain, intelligent.
A production line is automatically identified, detected and assembled by the machine arm. A production line is manually identified, tested and assembled. Finally, the finished products are household appliances, but the quality, cost and production efficiency are very different. High-end home appliances is only its table, taking advantage of this high-end tide of the cyclone, homeopathic upgrade industry chain capacity is in, is the Essentially, this also complements Industrial 4.0.