Over the past five years, for a large number of home appliances companies squeezed into the 'transitional high-end' single-plank bridge, in order to truly foothold in the high-end market, followed by at least three tests and challenges. Too often, there will be 'full dish are lost' situation.
Expedition to the high-end market, has become this year a large number of home appliances business strategy of the new core.It seems, do not do high-end products, do not participate in the high-end market competition for home appliances business, has been out of the times.
In the high end of the fire, the rapid burning of the entire Chinese home appliance market behind, except that this is a new cake market, are incremental.At the same time with the consumer demand under the upgrade, the market will be more and more cake to help home appliance business optimization Product structure, improve operating profit.More importantly, for many home appliance companies in the past 30 years has been addicted to low-end low-cost battle, but also a good opportunity to 'cleanse'.
However, the complexity and variability of the high-end consumer market have long exceeded the expectation and preparation of many home appliance enterprises, and compared with the medium and low-end markets that the home appliance enterprises have been familiar with for over 30 years ago, the population attributes, product preferences and market boundaries are It can be said that this is no less than a new revolution.Therefore, the appliance manufacturers must be 'first to pass the three levels', and then consider the snatch of the big cake in the high-end market.
Thinking ridge
In the past, they all said that they did not make any efforts to move ahead of the grain industry. For home appliance enterprises, the transformation of the high-end market is not a simple one that simply copies the means of competition, modes and products in the low-end market to the high-end market , But to re-define and develop according to the needs of the high-end market crowd.
Therefore, the high-end market for all home appliances business, it is a new campaign, we must take a "refreshing" thinking and philosophy, in order to really take root in this area and win their own piece of world.
The past two years, a number of home appliance companies from the low-end market to the high-end market in the process of transformation, there is' acclimatized 'and' into the three retreat 'situation is rooted in many home appliance business trader who have not crossed the' Thinking off. "In particular, product development, manufacturing, and marketing, after-sales service in these four areas, indirectly and directly with the user departments and responsible persons, ideological understanding generally narrow and single.
For example, many home appliance business trader, always simply think that the high-end is the high price, the high-end is the style look good, feature-rich, ads do a little more, a bit more; always hope to invest in high-end technology innovation today, tomorrow In the high-end market to occupy a place; always hope that high-end become a magic medicine, you can quickly solve the problem of lack of growth in the short term, to achieve profit growth.
Many home appliances people ignore: on the one hand, high-end products, technological innovation, marketing services and service innovation, we must docking needs and users, from high prices into high value, not just selling prices, selling products, have to sell services, Transport concept; the other hand, the high-end transformation is a long-term and systematic project, not a short-term burn can be solved, we must continue to invest through intensive, continuous improvement, 'moisten things silent' way to cultivate high-end products The definition of ability to enhance the high-end brand of user awareness.
Can not solve the cognitive limitations of the development of ideas, can not break the shackles of business ideas and concepts, high-end transformation of home appliances business is a nonsense.
Product Hom
In the high-end home appliances market, users in the end because of the price to choose products, or because the brand and choose products, or because of technology sense, fashion and other factors? For high-end consumer groups, the most concerned about is the product or brand? What makes high-end users can be impulsive?
At present, there are many challenges posed by the switch to the high-end road for Chinese household electrical appliance enterprises. The most urgent task is to rely on good products of good value to achieve brand influence, and then to force product innovation and iteration through brands. Ultimately, the value of ' Product + value brand 'wheel drive system. The core power is very simple: First, to be strong products, the second is to make big brands, and then synchronize the product and brand to broaden the sense of value and thickness, with the product of this link to give users a brand new Cognition and labeling.
It is bluntly said that in the process of expedition to the high-end market, the most lacking in the current home appliance enterprises is to take good products without a shot.A large number of high-end and high-priced home appliances are not the products that high-end consumers really need , Only appliance manufacturers in order to meet their own needs, short-term patchwork of the results are often reduced to the concept of hype and topic packaging, and lose the real product value, as well as the value of high-end user satisfaction.
In fact, over the past decade or so, the brands that have risen in the high-end market of Chinese home appliances rely on a large number of high-quality and high-end products as their support, in line with the service behind the products , Culture, and values and other factors, the achievements of the brand.Therefore, really for high-end users to create a series of high-value, differentiated, original new products is the appliance business must do, but also can be a quick breakthrough.
User can
The current consumer groups are not just the young people who are able to see the young, fashion, and diversification of needs, but also we can not see, spending power is more robust, more demanding consumer demand, consumer awareness more autonomy , As well as the courage to spend more prominent.
In short, not only are more and more consumers able to buy high-end and high-priced home appliances, but also consumers who have no spending power, and dare to buy their favorite high-end and high-priced products.
For the current high-end home appliance market, the relevant manufacturers can no longer simply take the age, economic income, regional cultural differences to measure the user, to observe and identify user needs, but should really from the user's preferences, values, awareness Level, to initiate a deep learning for the user.
On the one hand, it is necessary to learn how to dialogue with users from a large number of luxury goods enterprises, how to cater to the needs and preferences of users, and how to integrate high-end and high-end prices across a large number of luxury enterprises instead of simply increasing prices; on the other hand, To be open, dare to be friends with a large number of young users and consumers, to really grasp their thinking and language to understand their way of life and philosophy.
The face of more and more changing users and needs, home appliance enterprises in the high-end market, we must jump out of a single product competition in the past, and even to avoid the high-end market competition into another low-end market price wars; rather Innovative products, brand concepts, and lifestyle that align with the mainstream user values in the high-end market create a system that is highly consistent with user values, not just selling products, selling culture, values, and lifestyles.
High-end consumer market, for all Chinese home appliance business, is a new battlefield, it is a new starting point.Need to all enterprises must be zero attitude, starting again, accelerate the start, in order to have the last laugh!