In the spring of 2018, the concentrated display of the home appliance industry demonstrated cross-border, intelligence, quality improvement, new product launches, new brand appearances, and other new changes in different dimensions. Some people were so excited that they could imagine the future; some people changed. Some people have confusion, confusion and panic. This is a summary of the author's recent communication with several exhibitors.
Every year, the expensive exhibitions have gradually become the industry's vanity fair. This is especially true for mature categories. It is difficult for exhibitions to become investment opportunities, but to become a big show for displaying images, releasing technologies, and announcing strategies. Because of this, what the exhibition sees may not necessarily be a reality; what the company declares at the show is not necessarily an immediate action.
The transformation of this technology and gameplay in the home appliance industry has profound backgrounds and complex factors that constrain its progress. It is also doomed to a gradual rather than radical change.
In order to nurture this change, from a large perspective, there are two reasons. The first is the consumer side, and the second is the industry itself. Similarly, the process and form of this change are still the aforementioned two.
The people's yearning for a better life has become the mainstream. The first thing to resolve after landing is a beautiful material life. Conservatively estimate the rise of 225 million new middle classes, young consumers are on stage, and large consumer fundamentals from scratch. Towards the transition from good to bad, this is a change in the consumer side. The emergence of new categories, the function and design of existing categories, is the content of consumer upgrades. In other words, the consumer side needs new things and good things.
From the supply side, since the economic crisis in 2008, the industry once had a short-term golden time due to home appliances going to the countryside. Since then, the policy has withdrawn, the European debt crisis, and then it has entered consolidation. Some companies are struggling to explore, gradually moving towards the high end, and finally in 2012. In the year of AWE, there was a wave of fashion. In the year of Jubilee, the special exhibition area for high-end household appliances was on display at the show. To put it bluntly, the supply side must be profitable, it needs to grow, and it urgently needs to be changed. At the same time, it matches the climate of supply-side reform at the national level. This change is more emboldened.
Focusing on consumer demand and improving existing designs, materials, and functions, this is the first level of implementation of the file, and it is also a level that is practical and feasible for any company; invests in resources and competes in new categories. , This is also the path most companies can take; introducing smart, Internet technology, implementing intelligent transformation of products, and implementing scenario-based applications (intelligence), which is a realistic and feasible level for some companies; starting from the brand culture, Advocacy, leading high quality of life, this is a realistic and feasible level for a smaller number of companies. From low to high, from easy to difficult, for the industry, different companies have different options.
From the consumer side, although consumption upgrades have become mainstream, the vast Chinese market has been filled with different segments and different levels of consumption, which also fully accommodates the above-mentioned companies.
Therefore, rational action is a must, but whether it is excitement or panic, such subjective emotions should be minimized.
