In the name of 'good life': 'Consumer upgrade' runs under the 2017 Chinese appliances
In recent years, consumption has taken a big step in the "troika" of the national economy and made the Chinese economy move towards a new stage of development. With the continuous shortening of the technological progress cycle and the further reduction of the cost of commodity circulation, the "consumer upgrade" 2017 will continue to be one of the core economic scenes with new opportunities and challenges, new needs and experiences, new products and services, which are all born and extended as the main representative of the manufacturing industry. Upgrade tide swept and coercion.
Whether it is the pursuit of quality, the importance of health, or the expectations of new experiences, have expressed the desire of consumers for a better life.While the past, China's home appliance industry in 2017, it is in the context of consumer upgrades, to better The name of life unfolds.
Consumer upgrade tide swept the appliance industry
After the end of 2016, the domestic appliance market has temporarily shown a trend of steady and steady growth, after all, the short-term recovery of the housing market has driven the demand for large appliances, which has brought hope to the home appliance industry and also seen by the outside world as Market warmer signs.
According to the average service life of large appliances, some products will gradually enter the renewal period in the mid-term of the 13th Five-Year Plan period, which is considered to be a critical period for large appliances to come out of the downturn from 2017 to 2018, it is good.
However, as a whole, the rigid demand for large appliances is still weak in fact and the opportunities for broad basic sales have largely disappeared. However, as the above reasons are not enough, in 2017, with the new round of consumer upgrades, the ceiling of the home appliance industry seems to be loosening.
First, the cost pressures have been moderately alleviated.Under the pressure of rising costs in the second half of 2016, the home appliance industry can be said to be in a weight-bearing position in 2017. Prices of raw materials such as copper, steel and plastics continue to rise, resulting in higher logistics costs, The profitability of enterprises is declining, especially for black-electric enterprises, but also another unfavorable situation of sluggish sales.
Upgrading the product price has become the common choice of many home appliance manufacturers.Consumption upgrade benefits have since revealed, because in this process, the consumer price sensitivity has declined in this process, the manufacturers of high-end Of course, 'rising' does not mean that consumers no longer care about product prices, those who simply price increases, do not make quality, experience enhance the manufacturers, did not get 'save'.
Second, it is possible for channel convergence to broaden profitability. Consumers need a more complete and efficient shopping experience, which makes the downstream retail service channels gradually move from competition to competition. New retail in Ali, smart retail in Suning and unbounded retail in Jingdong , Shown, are the trend of channel integration.
In recent years, in the field of home appliance sales, the share of online channels has gradually expanded. However, for manufacturers, the sales of single channels and subsequent service capabilities are still limited. The integration of online and offline channels not only improves efficiency and maintains The integrity of the consumer process also ensures profitability.
Third, the demand for freshmen is forcing flexible production. 'Supply-side reform' continues to be promoted in the appliance industry with the intent of achieving flexible production on demand and achieving a virtuous circle through de-stocking.
Consumers may not be clinging to the so-called upgrade of consumption, but this process is actually going on, and the driving force behind it is the upgrading of consumers' needs. The longing for quality of life, comfortable life, individualized demands for health and fashion, etc. , Forcing manufacturers closer to user needs and experience, and this close, it is the first step in flexible production.
Fourth, the concept of technology, the concept of new ideas manufacturers adapt to the trend of consumer upgrades, and ultimately to fall on the product, a good product to better meet the existing needs of users, as far as possible to meet the needs of new or potential demand.At present stage Specific operation, the idea is often open with new technologies, new concepts related to cross-border integration.
Artificial Intelligence, one of the hottest scientific and technological terms in 2017, has aroused great interest in the field of home appliances. As a representative of color TV enterprises, manufacturers have followed suit and tried to introduce new product experiences to stimulate consumer switching tides. In the concept area , Share the heat almost equal to the former, the same penetration into the home appliance industry, shared refrigerator, shared TV, shared washing machine, shared air conditioning, etc. have emerged, whether commercial logic is established, this is an attempt to home appliances industry.
The wave of consumer escalation, the transformation and evolution has undoubtedly become the key words of the home appliance industry in 2017, just as in the book "Alice in Wonderland," there is a queen named Queen, had said the following sentence: In our This place, you have to keep running in order to stay in place.Household appliances, only the overall evolution, it is possible to maintain the vitality of the industry.
A good product in the name of a better life
Consumer escalation has given the home appliance industry, which has been in a downturn in recent years, a chance to break through the ceiling for growth, and manufacturers have followed suit in 2017. Of course, it is pathetic to say nothing of anonymity, and the escalation of consumption itself can not serve as the name because , Consumer upgrades are consumer upgrades, not producers.
Good life has since become a manufacturer's choice, because both consumer escalation and manufacturers to do 'good product' production innovation, are pointing to this goal, consumers and manufacturers can reach a consensus here, however, the consumer upgrade with The change is still the basis for the transformation and upgrading of manufacturers, this transformation and upgrading mainly in the product.
It is true that the market performance of white electricity, black electricity and kitchen appliances shows a polarization and the advantages and disadvantages are not balanced, but the upgrading of products is still the common choice. Consumer demand for appliances brought by younger and fashion consumers Diversification, as well as IoT, artificial intelligence, 5G and other new technology blowout period brought home appliances accelerated iteration.
Look at the color TV. Big screen, high-end is still continuing, the big screen is still the main product upgrade external performance, in addition, 2017 is quite obvious that 4K, 8K display, which also accompanied by 2K, 4K popularization With OLED, quantum dot and laser TV industry alliance have set up, the industry has officially entered the 'tripod' stage, 'subversion' LCD, perhaps the three common goal.
The concept of artificial intelligence emerged suddenly, quite a few years ago, 'Internet TV' momentum.In Changhong, the Internet TV brand in 2017 first to focus on playing artificial intelligence cards, millet, Thunderbird, LeTV, micro-whales, storm TV, cool In contrast, Skyworth, Hisense, Konka, TCL's action slightly slower, but also did not miss the outlet, emphasizing the ULED, laser, OLED, quantum dots And other display technologies at the same time, have also released their own artificial intelligence technology and products.
Look at the white goods.Yi Kang statistics show that in 2017 refrigerator sales of 92.7 billion yuan, an increase of 10.2%; washing machine sales of 69.5 billion yuan, an increase of 13.3%; air-conditioning sales of 1987 billion yuan, an increase of 32.4%. The main health, intelligence, is the common choice of white goods manufacturers, regardless of ice, washing, empty which category, this choice, in fact, to meet the consumer pursuit of quality of life.
Refrigerators and other products focused on the upgrading of fresh and health management aspects. Preservation, showing the momentum of all flowers, instantaneous freezing, anti-oxidation, water activation and other technologies have their own characteristics .Health management, mainly reflected in the product intelligence In addition, visualization is still one of the development path, but compared to the door with a screen, built-in camera, you do not need to open the refrigerator can view the ingredients such relatively more practical Design have emerged.
Health care is the focus of the differentiated development of washing machine products in 2017. There are three specific directions: one is to wash separately. Such products generally have more space to wash clothes of different categories or different users separately to avoid cross-contamination ; The other is sterilization, sterilization, the general use of silver ion technology; the third is to wash and dry one, additional drying function, even in the hazy days, the rainy season, back to Nantian, also try to ensure that clothing dry and clean.
Focus on air-conditioning products, in addition to health, there is comfort .Health level, mainly the use of self-cleaning function, maintaining the body clean, but also makes the air cleaner, on this basis, there are manufacturers innovation The application of the air-to-air technology, the air-conditioning and air purification products combine; comfort level, mainly the escalation of air supply technology, 'no sense of wind' 'custom air supply' is mainly to consider different user needs, As far as possible to avoid the elderly, children and other vulnerable groups of cold straight blow.
Finally, look at kitchen appliances and small appliances. Kitchen appliances upgrade mainly lies in the two aspects of clean and smart, more common in hoods, dishwashers and other categories to steam wash, no-clean, etc. represented; smart, more in visualization and Networking, for the product with the screen, you can query the relevant information, such as menus, etc. As for small appliances, the main performance for the category of further enrichment.
Adapting to the trend of rising consumption and making 'good products' in the name of a better life, this is the concrete way for the transformation and evolution of the appliance industry in 2017, and these annual 'good products' may become the benchmark and template for the new year. On January 18, 2017, the annual summit of China's home appliance industry and the launching ceremony of good products hosted by China Household Electrical Appliances Research Institute, hosted by Global Home Appliances and Household Appliances Magazine will be held in Beijing. By the end of 2017, Products' will be fully unveiled.Whether the younger consumer groups, the fashion needs of the diversification of consumer electronics, or IoT, artificial intelligence, 5G and other new technology blowout product iteration accelerated, without exception through These 'good products' were presented, a trend that also shows that as a part of the manufacturing industry, the appliance industry is still dominated by technology and products.
Of course, technology and products, manufacturers have changed the concept of three things worth mentioning, one by the Internet TV detonated the 'combination of hard and soft' product + service model is still continuing in-depth; the second is the Internet of Things is already home appliances The third is that instead of focusing solely on online or offline channels, vendors focus on the new user experience brought by channel convergence.
In the name of a better life, the transformation and upgrading of home appliance manufacturers in 2017 has achieved a high starting point in 2018. It is worth noting that the upgrading of consumption continues and the reform of supply-side reform is still under way and the good life has not yet been achieved Meeting the needs of domestic appliance enterprises is bound to continue to apply new technologies and new materials to strengthen the innovation of new products and deal with the unfinished structural transformation through more 'good products'. The new consumption bonus in the mid-to-high-end market is taking shape and the competition is aggravating. , While the refinement of operations or the only way out.