Recently, the release of a guideline on the upgrading of consumer consumption has aroused the concern of the industry and has created a wave of 'consumer upgrades' in all walks of life. Before the announcement of more industrial upgrading and structural reforms, it has now become an emphasis 'Consumption upgrade' forcing the optimization of industrial structure, that is, the combination of consumption upgrade, effective investment, innovation-driven and economic restructuring.
As the most closely related role of daily life, home appliances will not miss this storm of escalation. With the rapid improvement of people's living standards, consumer demand for home appliances has become increasingly harsh. On the basis of excellent product quality, Consumers demand details and product interaction experience, humanized high-end home appliances so it became the appliance store 'Fragrance 馍 馍.' From the major home appliances industry Hisense, TCL and kitchen appliances circle side too, the boss, both in the layout of high-end Product market, the trend of high-end products has become an irreversible trend.
Consumption upgrade is not just expensive
What is the "consumer upgrade", consumer upgrade A superficial answer is that consumers are buying more and more expensive things.In other words, the brand manufacturers to sell high-end product development direction, more and more expensive to sell, and spending power Also willing to pay for it.
In fact, the essence of the escalation of consumption is the concept of escalation .It refers to the consumer that he has changed some of his ideas in the process of consumption, is willing to spend money to pursue quality of life, not to upgrade the money he paid. Only entangled in the price The level is completely misunderstood the essence of consumer escalation.
High-end trend is a foregone conclusion
From the background, the present China is experiencing a new round of consumer escalation, the middle class with spending power and willingness is on the rise, and many consumers are starting from the simple Basic consumption began to upgrade the quality of consumer demand for quality of life, so that more consumers are willing to pay for high-end appliances.
Reason 1: The rise of the middle class
Under the background of the rise of China's economy, despite the slowdown of GDP growth in recent years, Chinese consumers of different groups have maintained an optimistic attitude. Of particular concern to the rising trend of the middle class are that the upper middle class, Its family monthly disposable income of 12,500-24,000 yuan, which means that at hand more disposable funds can be invested in high-quality products.
Reason 2: changes in consumer psychology
With the rising income of residents, consumers are no longer satisfied with the basic needs of daily life, the expectations of home appliances from 'inexpensive' into a 'personality avant-garde', no longer blindly pursue low prices, began to focus on product modeling , Function, technology content, etc. The real change is the consumer psychology of emerging mainstream consumers.
With the basic needs of consumers being met and the booming market has led to a dazzling array of goods and services, well-known big brands are no longer enough to become a big sellout guarantee.New generation consumers will not be content with those popular brands, but need Unique enough to make you look different brand means more high-end products, more atmosphere, more unique, more to meet the needs of consumers of goods, but also easier to become a "pig on the outlet."
Consumers are willing to spend their time now, freed themselves from boredom, repetitive business, devoted themselves to hobbies and other devoted activities, pursuing the quality of life and willingness to pay for really good products. High quality products, they tend to accept higher premiums.
Or take the opportunity to upgrade consumer spending gimmick?
Consumption upgrade era, domestic appliance companies did indeed achieve good results, domestic brands in the international position to improve, start a dialogue world-class technology.But at the same time, there are many companies blindly follow the trend in their own low-end products have not yet In the market when a firm foothold, but choose to pursue the wave of high-end.
At present, many home appliance enterprises for high-end strategic positioning, more stay in the media level, expect to launch high-end products to save the poor reputation, there is no real expertise, so that high-end products in the scale of manufacturing and sales scale.Often see, When many home appliance manufacturers are preparing to launch a high-quality product, the Internet is a copywriter and publicity in place. At the very last moment, only the hardware of the chat is left, and the software keeps up with the hardware. How many consumers are disappointed.
Many brand manufacturers have misunderstandings on the high-end, often think that high-end is equal to the high price, high-end is not only the price raised, but also reflected in the product brand high-end, personalized features and other factors.Most of the current high-end home appliances business Products are mostly 'name inconsistent reality.' Nominally is a high-end products, in fact, is more functional, style and some more, the current market of various high-end home appliances different selling points, different combinations of functions simply assembled. Product prices set high, but did not really grasp the pain points of high-end consumer demand.
To put it plainly, the so-called "high-end products" of many home appliance enterprises can be interpreted as 'high-priced' products and do not have the high added value and attractiveness behind the real high-end products.
Although many home appliance enterprises launched high-end home appliances, their management in the sales channels did not keep pace with the pace. Habitual promotion with high-end products actually pushed the low-end products. Although ensuring the stability of earnings, it largely constrained High-end products in full swing. Finally reduced to the facade of the brand and copywriting material Bale.
From crude to Seiko, from technology to art
Despite the unfavorable factors, the high-end domestic appliance industry is still lackluster. The popularization rate of the smart TV market has further increased. The application of new refrigerant technology in air conditioners has started to be applied. The products of refrigerators and washing machines have also shown a clear trend towards high-end development.
Open up new sub-brands
In the field of smart TV, the transformation and upgrading of traditional home appliances can be described as a great breakthrough. In the face of the low price competition such as millet and music as the Internet, in order to counterattack, the heavy money has opened up a new sub-brand and Skyworth has opened up a cool market. TCL has opened up Thunderbird and Hisense Push VIDDA Internet TV brand; air conditioning loop Cartier, the washing machine market, Beverly, a lot of innovation through the brand series, on the one hand in order to compete with the Internet brand market, on the other hand, the image of the original brand From the point of view, appliance manufacturers may be able to take a look at the handset makers.
Ten years ago, Huawei handsets also experienced the pain of high-end fields. Ten years later, they launched P series, Glory series and Mate series to enter the high-end machine brand and become the leader in business models. Low-end machine area, you can take the whole product chain.
The balance between technology and art
Still take the TV products to say things, in the display technology replacement is too frequent, LCD, plasma, quantum dot, laser TV, 3D has not played enough, 4K HD came out to sing the protagonist. Many manufacturers have a habit of Launched a high-end products, like the whole concept of new terms, in the hope of the definition of these terms to avoid the concept of homogeneity .LED and OLED which one is worse, downtown, GLED also come in. However, For consumers, boasting God's technology is more gimmick, has not played through a new technology, it is facing a replacement, into a bunch of non-just need to pay for the technology.
In the display technology bottleneck period, the television industry has emerged a strange phenomenon. Many manufacturers are trying to promote new products and can not toss on the technical level. They aim at the TV base and the TV base became the selling point of high-end smart TV.
Real high-end products, you need to have a balanced choice of technology and modeling arts, Andrews system cool enough to blame it, but with Apple, consumers are more inclined to Apple 'let kidney', visible powerful, technical Strong is just a consideration of maintenance, and determine the outcome of the product as well as its modeling technology and brand benefits, can not be ignored as well as interactive experience.
Appliance manufacturers in order to completely enter the high-end market, but also around the product, while many black blessing of science and technology, focusing the mind on the molding process, more from the consumer's point of view to enhance the combined products to enhance the brand benefits. In recent years, domestic Appliance giant overseas acquisitions, but also let us see the confidence of high-end home appliances.
Summary: Although the high-end appliance market is gradually enriched, but it is undeniable that, in the long-term development, companies still can not do without the middle and low-end products to do the pre-foundation, the high-end products in the face of consumer groups or niche.But in many manufacturers Push the high end of the status quo, the high momentum of the rise of high-end products can not be underestimated.For consumers, although often heard of the layout of the high-end companies have the news, but in the purchase of goods, or to their own needs Prevail, must not be flicker manufacturers for some unnecessary 'high-end black technology' pay, after all, domestic appliances away from the high-end or some distance