Nothing, even more terrible things to get lost.Even if the decline in performance, sluggish demand, for home appliances enterprises, can find a way to break in the short term.Once lost, even into a long lost, not Things that can be solved in the short term
This year, not only a large number of weak home appliances dealers, physical stores, frequently faded in the competition in the market, into the quagmire of the future direction of the walk into. Even many large home appliance companies have begun to plunge into a new Because of the large number of traditional experiences, means and models used in the past, the development of the round can not be adapted to current and future market competition, but new means and methods have not been found yet. The operation of home appliances is facing an imbalance between new and old ones.
Lost as the current many home appliance manufacturers in the first-line market competition, the biggest confusion and challenge because the face of the downturn in the market, sluggish consumer, in addition to the high-end market can thrift, to maintain growth, the low-end market is completely in a The wheel inertia decline in the channel.Important is that the frequent effect of the low price war over the past 20 years, large-scale sales war, bringing business results, the user's attractiveness is getting worse.A lot of home appliance manufacturers Can watch this situation, in constant deterioration, but did not find a way to deal with.
Where is the problem in the end? Is the market completely die, the consumer completely changed? For many current home appliance business, has long been forgotten to enter the appliance industry at the beginning of the share of faith, passion and early mind. Not the consumption of home appliances Demand is gone, or reduced, but the demand has become higher and more complex.And the current market of products, services, can not really meet the needs of users, will in the past three to five years to spawn batch after batch of enterprises Cross-border participation in the appliance industry market competition, and their initial intention is to provide better products, better service.
The reality is that the growing size of the appliance business who have now forgotten the original intention: to provide users with good products and services for the industry to find the best model and benchmarking to achieve business, users, industries, etc. Multi-stakeholder win-win move to the pursuit of the largest scale, the most profitable, and the industry's strongest position in this direction is not wrong, but the crux of the problem is that when many home appliance business systems and capabilities do not yet have a defined market , When the dominant consumer, anxious to become bigger, naturally there will be 'blue-and-yellow' situation.
Can see that in the recent ten years, almost all of China's home appliance business, have given up the professional choice of the original path of entry, opening round after round of diversified expansion of some diversified expansion of home appliance business is based on Internal management capabilities and user differentiation needs; some diversified home appliance business, it is forced by the external expansion of large-scale and peer competitive pressures; some diversification of home appliances business, it is entirely to snatch the market stage emerge Anyway, the diversification has completely replaced the specialization, becoming the new darling of China's home appliance business, while in the huge Chinese home appliance market could not find a pure professional giants.
Because there are few diversification of home appliance enterprises, is to better meet the user, to promote sustainable development of the industry.So, in the diversification of a large number of home appliance business expansion, the departure from the heart of the runway, to a round of being abducted by external desires , The result of the quest for external performance, the result is that technological innovation and product competitiveness that could have been stronger, bigger and more competitive in the professional road, and built a world-class level and ability But things go back on the contrary, hoping that with the help of diversified salvation.
In fact, combing the past half century, the history of the global enterprise development, we can clearly see that, whether in Germany, the United States, or Japan, in addition to those giant businesses, the market there are a large number of specialized giants and strong dragons Type enterprises, who often establish absolute market power and voice in one area and industry, define and control the boundaries of industrial development, dominate the direction of market competition, and define and activate demand.It is also a way of life, A living law.
However, for a long time in the eyes of a large number of Chinese home appliance manufacturers, only the big giants and big platforms seem to have left their big opportunities and directions, so the history of the entire home appliance industry over the past 30 years is a constant expansion of scale and expansion Scale development history .Womany to do large-scale, every household must become the industry first, which has become China's household electrical appliance enterprises common pursuit of the goals and directions, but ignored in the end why should be bigger?
Enterprises bigger and stronger, from the point of view, there is no one who is the first who, who is right or wrong. However, in the eyes of many Chinese home appliance business, to become the first goal, and stronger only a matter of course Therefore, this also resulted in only the great talent of the commercial expansion of logic, but can not ignore the bigger and still can be a strong path choice.Therefore, in a time of powerful all-powerful era, lost only time The problem is not lost is not normal.
Right now, it is time for appliance manufacturers to cut their knots to sort out the direction and position, abandon the past swarm, with the development of the flow path, began to think how to differentiate according to their ability and level of their own way to build their own Road, live out their own wonderful!