Throughout 2017, 'consumer escalation' is relish high frequency words: the improvement of economic level, the iteration of consumer groups, bringing the consumption increase and the concept of change, to jointly promote the acceleration of the trend of formation of the home appliance brand, through Product and marketing innovation, actively and all-encompassing to the C (Consumer) penetration.Product level, they improve the quality through structural optimization, to meet the high-end, intelligent and healthy trend, driven Industry innovation; Market-level, scene-based, interactive, and diversified marketing system to improve the user experience, but also to promote the integration of online / offline three-dimensional retail. All these effectively narrowing the distance between the brand and the consumer , Infiltration and integration with each other, to achieve a 'win-win' - a good product + good experience, driving the transfer of consumer bonuses.
Faced with consumer upgrades, home appliances brand Qi force
Changes in the consumer market have had a clear trajectory in the last two years.
The overall consumption level to enhance people's attention to quality for the first time beyond the price.According to the appliance industry network hot search statistics show that the 'cost', 'durable' and other search keywords, the use of frequency continued downward.At the same time, the mainstream The replacement of consumer groups, led the trend of consumer quality. Commonly known as the '90 after 'and even '00 after' boarded the consumer stage, they have no sense of embarrassment predecessors, has never experienced the material shortage era, it touches on the quality needs of Consumption basic elements, and is willing to continue to pay.
In this process, both the opportunities and challenges for home appliance brands are equally important.How to provide quality consumer depends largely on innovation in product and marketing mode, and whether the enterprise holds high-quality resources, so in this Against the background of a series of consumer upgrades, home appliance enterprises have been actively embracing new technologies and new changes in line with new consumer trends, constantly innovating both in product and marketing aspects, and taking the two-pronged approach into full penetration into consumers.
The rise of new products, traditional product upgrades, innovation leads the full coverage of products
Speaking of the full penetration of consumer electronics brands, products are the key factor, and it is closely linked with the innovation, whether it is from the product categories, product features, or the use of experience, consumer electronics products in the coverage of consumers Range, frequency of use and goodness are greatly improved.
1. Emerging home appliances products rise
Specific to the product level, the most intuitive feeling than the rise of emerging home appliances.
If 2015-2016 is also an electric oven and juice machine, then in 2017 the main characters should give up products such as wall-washing machines, sweeping robots, dishwashers, clothes dryers, cleansing and eye protection devices. They are born out of the original product range, such as air fryer, broken kitchen machine in the kitchen appliances, sweeping robot in the living appliances, cleansing instrument, eye care instrument in the care of small household appliances. But after a closer look is not difficult to find , These emerging appliances are actually better at seizing the consumers' pursuit of 'health' and forming a benign interaction between people and products, laying a foundation for consumers to obtain a satisfactory user experience.
Take Philips' eye-care device, which was born to meet consumer demand for niche health and beauty segments and to eliminate phenomena such as dark circles, puffiness and the like through eye protection programs and hot / cold conditioning Relieve eye fatigue.New appliance products under the market demand, not only has the latest innovative technology, intelligent, healthy and also its obvious characteristics.For example, in the daily toothbrush this event, the development momentum of electric toothbrush.Philips launched Sonicare Brilliant White Smart Sonic Vibrating Toothbrush, equipped with a new personalized APP, brush head and fuselage built-in smart sensor chip, Bluetooth smart toothbrush program to connect the oral cleaning process visualization, through the intelligent positioning sensor, intelligent friction sensor and smart Efforts to trace the track teeth action, to help consumers more thorough decontamination, develop a scientific management of oral care habits.
2. The upgrading of traditional categories
The traditional category, even if the "third kind" of ice (box) washing (washing machine) empty (transfer), also into the high-end, intelligent and healthy tide. Also is the washing machine, regardless of Samsung 'bubble net ', Or Beko' steam wash ', even though the working principle is very different, but compared to the previous products, have emphasized a better rate of cleaning to meet the increasingly harsh consumer demand for use.Air conditioning products, quiet, comfortable air supply, Self-cleaning features and intelligent remote control become the new focus of consumer attention, which means that they bring a better user experience, while the self-cleaning function has the user experience (save the labor Cleaning), but the impact of clean air on health is clearly more positive, in line with the qualitative health. In contrast, as energy-hungry, air-conditioning energy efficiency than this indispensable indicator, but was intentionally or unintentionally ignored. Why? Already high-end products, energy efficiency will not be worse where to go, so no longer be a priority for consumers, so changes in consumer levels, so that the focus of attention has also shifted.
3. Innovation drive product upgrades
Both new products and traditional categories, any one of these products, you want to upgrade are inseparable from the innovation drive.New categories, market segments and traditional types of innovation, which has a similar logic behind - based on consumer demand exploration And technical and design of continuous innovation.
Throughout the millet, hammer and other emerging Internet appliance brands continue to invest in design innovation in recent years, hoping to gain something in the international design awards, the purpose is to want to gain a reputation for the brand and products.Phf mentioned above, It is also a 'Prize-Winner' for Patents and International Awards: The Company has been the largest company worldwide to file the most patent applications for the European Patent Office (EPO) for two consecutive years. European Patent Office Ranks Patent Applications in 2016 Published March 7, 2017 List shows that Philips submitted a total of 2568 patent applications from air purifiers, water purifiers, kitchen appliances to personal care products, Philips innumerable innovative products behind the patents and awards are endorsed.Home appliance technology innovation, Design optimization, led the entire appliance industry product upgrades.
Marketing scene menacing, consumption becomes a way of life
Also known as the "first year of diversified retail channels" in 2017, the e-commerce platform, after experiencing the brutal growth of its pioneering territories, began to pay attention to consumer scenarios to meet the needs of consumers at different levels. For this reason, Brand, but also actively explore the commitment to achieve online / offline linkage, build user experience as the core of the new marketing system, change the past, the brand and consumers simply buy and sell relationships, from mining consumer demand, create Consumer scenarios, to enhance consumer experience, rich ways to purchase, and gradually penetrate into each consumer link.
As a result, today's 'new retail' is a three-dimensional retail consolidation of e-commerce and physical stores driven by big data and artificial intelligence that reshape the gap between retail, consumer and merchant goods Relationship, consumer and brand links more closely and lively.
Scene marketing, interactive experience supremacy
Home appliance industry's retail model, has been increasingly lost its vitality.Shopping counters in the electrical stores and traditional shopping guide-style marketing, can no longer impress consumers, but also with the Internet era emphasized user experience.Scape marketing, the line Change the vending counter in different stores into different life scenes or experience zones, switch the pure transaction scene to the application scene, form a sense of bringing in, let the consumers live in the scene, and feel the situational mode of setting themselves in place, Refreshing.
Weekends when you go to the appliance store, you will see such a scene: in Haier, Siemens or Fang too counter, some lively scenes, chefs busy with their cooking equipment, cooking, and consumers to share food at the same time, Also involved in the site to understand the product.Original page looked at the original 'brain fill' picture, at the moment in front of life, what is more intuitive than this?
Scene marketing from the crowd to find a combination of points for consumers to create the appropriate marketing experience model, to stimulate their resonance, to achieve entertainment and experience sales.It makes up for the online platform is too flat display, but also to physical stores Business value is presented, innovative methods of operation also contributed to store traffic.Of course, most importantly, to provide consumers with an immersive interactive experience.
2. Diversified marketing channels
Whether Ali's new retail, Suning's smart retail or Jingdong's unbounded retail, the emphasis is nothing more than online / offline channels get through, at the same time to user-centric integration.This offline / online interactive marketing contains Great opportunity!
Appliance brands through the integration of resources optimization, the competitive online / offline channels will be thoroughly through, or even the previous 'hostile' competitive relationship into competing relationship between the most obvious example of this process than Philips The omnichannel brand festival launched in 2017 led by the brand a series of integrated channels, fully close to the consumer innovative marketing attempt.Philips Philips and deepen cooperation on the one hand, optimize the resources of both sides, while online build brands' health Life experience center 'and brand flash shop. Consumers can experience the whole range of Philips' health care products on the spot, from air frying pan, sonic toothbrush to infrared physiotherapy instrument and real-time monitoring indoor PM2.5 Index of the air purifier.After the experience, for the purchase of consumer demand, both in the field can also be purchased through Suning Tesco, Jingdong and Lynx Mall online platform to buy.This channel integration ability, relative Single-channel branded or branded campaigns that shift to multichannel brands that integrate e-commerce platforms enable online / offline The overall prosperity, to consumers a diversified consumer experience anytime, anywhere.
Consumption upgrade, the brand and consumer links will be more closely
Looking to 2018, consumer upgrades will still be the focus of the home appliance industry, the relationship between brands and consumers will be more closely.However, the consumer market is realistic and cruel.While looking forward to the prospects, but also need to consumers really 'buy' ' Ability.
Focus on the high-end market, health-based, fully integrated into the intelligent elements of the care of small appliances, the prospects are generally optimistic, as long as the new forms, able to seize the consumer demand, there will be its market.Also, including intense competition in the air Purifier and other electrical appliances, home appliances and enterprises, in order to accomplish something in the market, we must continue to innovate, and with the smart trend of mutual cooperation to create new market hot spots, naturally favored by consumers. Marketing , The immersive experience still has its chance of further development. It will certainly radiate its unique light when it is deeply involved with the new retail model.
Of course, these product-based pillars and market-based channel optimization, the future of the appliance market requires the brand must be consumer-centric, conform to the trend of healthy, intelligent, high-end, continuous innovation and improvement in order to upgrade the consumer Tide neutral in an invincible position.