At present, some new products under the banner of the 'Fifth Largest' appliance are undoubtedly the concepts and gimmicks that companies create in order to attract investment and promote detonation in the market.
Frankly speaking, those who play the 'fifth largest home appliances' new category is the appliance manufacturers in pursuit of profits and speculation in the market concept, as well as the commercial packaging gimmick, because who can not tell who the fifth largest appliances in the end What is the air purifier, the new fan, or water purifier, or electric water heater, smart home, in the end who will become the fifth largest appliance?
No matter in China or in the world, the development of the home appliance industry nearly half a century has never been congenitally planned out of household appliances categories, including the current we all recognize the TV, air conditioners, refrigerators, washing machines that four major home appliances, but also in the long term And continuous market expansion and consumer satisfaction process, and gradually formed. Not previously planned.
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Relative to the television, air conditioners, refrigerators, washing machines, these four major appliances, in recent years in China's home appliance market, there have been a number of new products of the fifth largest home appliances.
Especially in the market competition in 2017, including air purifiers, new fans, water purifiers, are all claiming to be 'their fifth largest home appliances', but in terms of market size, consumer acceptance, etc., these products Have not yet formed with the above four categories of home appliances compared to the status and influence.
In fact, the concept of the fifth largest home appliance speculation, not only appeared in 2017. Including the previous water heater, and today's smart home, are defined as the fifth largest home appliances. So, who is the fifth largest home appliance in the end, in the end is some Air purifier in the population, the new fan or water purifier, or some other population of water heaters, smart home. Everyone is confused.
The reality is that so far the fifth largest appliance or a product concept speculation, but not upgraded to the application of the entire market floor. Whether it is air purifier, water purifier, or new fan, have not become a necessity for the family, and more Did not form a big brand, celebrity products continued detonation.Consumers are only flicker businesses, businesses are being flicker manufacturers.
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For 2017, which has quietly ended, in China's home appliance industry, the concept of "the fifth largest home appliance" even emerges. Though many of them are speculative ingredients, it reflects many home appliance manufacturers caught in the quagmire of transformation and transformation. Eager to find new growth points, build a new road.
On the one hand, although there is room for growth of the four major traditional home appliances, the brand structure tends to be stable and mature, and it is not suitable for new entrants to overtake in the straight line. In the past 10 years, although many enterprises and businesses are trying to find ways in the four major home appliance products And the gold market, but fewer and fewer opportunities.
On the other hand, with the upgrading of consumption, quality consumption has begun to dominate the household demand for home appliances, resulting in the breakdown of the entire appliance category. Products such as new fans, water purifiers, and dishwashers are starting to emerge. Although strong demand and rapid growth, but the overall scale advantage is not obvious.
In the author's opinion, from the perspective of the large format, the products of the fifth largest home appliance do not exist at all, and in the future, only smart home appliances and smart home appliances will be available. In recent years, air purifiers, new fans, and even water purifiers, In the short term, in the smart era, if there is no differentiated rigid demand, just want to rely on the external weather, water quality changes looking for business opportunities will not be rapid large-scale expansion and volume.
Such as air purifiers, is completely detonated the market fog and haze.Once the air quality continues to rise, a large number of home air purifier has become a family decoration, the boot rate and the utilization rate dropped, it is difficult to become like a refrigerator, television Essential household products, with up to billions of stable consumer market driven.
While in Europe and the United States families, new fans, water purifiers, although a large number of use and popularity, but in China, the speculative nature of the market is too strong, the industry has low barriers to entry, bringing more speculators, good coins for the impact of bad money And replace them, and in this context, the sustainable development and growth of this market will continue to be affected.
At present, behind the speculation and detonation of the fifth largest home appliance, it is still based on the competitive thinking of products in the traditional economic era, rather than the competitive thinking of users based on the Internet era. For users, they are not concerned about what is the four major home appliances and the five major home appliances What products are more able to meet the needs of life, to solve user pain points.