Recently, the trade war between China and the United States was in full swing. You came to me and tried to squat. The result turned abruptly. Trump showed himself well. China had the opportunity to take the lead. On another secretive consumer front, China is becoming more successful.
Three years ago, the financial writer Wu Xiaobo wrote an article about “Going to Japan to buy a toilet seat cover” that was popular across the country. At that time, he took the senior management team to the Japanese New Year Conference and saw them buying local rice cookers, ceramic knives, and mugs at the airport. 3. The hair dryer, even a toilet seat, will return to the country.
In his words, the rice cookers there can be used to cook crystals in a non-stick, non-stick pan; ceramic knives cut things easily and effortlessly; insulated cups have superior sealing and heat preservation; hair dryers make hair dry and supple; The smart toilet seat makes the ass clean, such as jade. In a word, the Japanese products are exquisite and delicate on the consumer side, and they have harvested the domestic consumer upgrade crowd to achieve 'reaction'.
But I’m afraid even Wu Xiaobo didn’t even think of himself. After this explosion, it triggered a battle for consumption between China and Japan. More and more people went to Japan to go back to their toilet seats and buy electronic consumer goods. Under the influence of word of mouth, Japanese products are being used for Japanese products. , Purchasing has also made new highs. On the other hand, the domestic similar products are not innovative enough, the sense of quality is not strong, the price/performance ratio is not high, the relevant manufacturers have no way of transition, and the market share is getting smaller and smaller.
Yes, Chinese manufacturing too needs to follow domestic consumption upgrades, complete new evolutions, and transform into “Chinese intellectual creation”. In the words of Netease’s CEO Ding Lei, “We are pursuing better ways of buying, more taste, and “new consumption”. At this time, becoming a company that is needed by the times can make the manufacturing industry and consumers enjoy real benefits.
Therefore, taking Netease’s strict selection as the representative of the Internet masters, empowering the manufacturing industry with digitization and technology, stimulating quality innovation, leveraging e-commerce providers to export products, allowing them to catch up with consumer-escalated express vehicles to fill domestic consumption upgrades. blank.
Therefore, in 2016, we started with home textiles, nine categories including kitchens, toiletries, bags, mothers and babies, assisting manufacturers in the development of tens of thousands of individual products. Today, we are rigorously selected on the second anniversary , Also introduced a domestic smart toilet seat, its cleaning, drying, deodorization, heating and other functions and processes are not lost Japanese products, announced in the Sino-Japanese consumer war, China Zhijian won a stage of 'turning over' .
Everything is just like Sony founder Akio Morita said: 'In this era, we are fortunate enough to witness the legendary handover.'
Consumption upgrades, understanding of Viva
Yes, in this new era of China, there is a vast amount of material, the disposable income of the people is soaring, and the sovereignty of consumers is manifested. As long as there are fewer savings and a group of customers are happy, the scene is becoming less and less. The Society says: The purpose of people's consumption is not only for 'practical needs', but also to constantly pursue the desire to be stimulated. In other words, products should be easy to use, but also to occupy the mind, apply the old saying is 'compassion for longevity' .
According to the survey of 40,000 households by the Bain and Kantar Consumer Index, as the world's largest consumer market, China’s taste is constantly improving. And Wei Jiehong, a partner of Boston Consulting Group, said: 'Because of increased income, e-commerce development, etc. The existence of new motivation, in general, Chinese consumers consume more, and gradually upgrade consumption of higher quality products.
Undoubtedly, at present, domestic consumption has been upgraded to the Middle Office, and people are enjoying more and more beautiful experiences. It can be said that the current consumption upgrade is actually an aesthetic upgrade or mental upgrade. Now, consumers are 'Need' and 'Want' are upgraded to 'Value'. Therefore, Japanese toilet lids, rice cookers, insulated cups, etc. can impress everyone in details, as if they were lost in life. Healed by them.
But don't forget that on the other side of consumption escalation, rational consumption has become an inevitable factor. After all, any growth in consumption requires not only 'mindfulness of the mind' but also 'convenience of purchasing, service'. Haitao, Purchasing can only meet part of the needs, and products like toilet lids, rice cookers, hair dryers, cross-border trading, taxation, price hikes, post-sale installation, warranty repair, will become New issues that consumers have to face.
And this is exactly the opportunity for domestic manufacturers, as long as they can unlock new postures and open up new models, they will get completely different new patterns.
For example, Japan's smart toilet seats, many manufacturers from Hangzhou and Suzhou, have an annual output of about 2 million units, and their processes, processes, and technologies are already very mature. Therefore, they can cooperate with strict selection and use the ODM model to produce. By using e-commerce to reach users, relying on the selection of a professional after-sales team to ensure installation and maintenance. In this way, players will be able to take into account the explosive power of sales, the persistence of word-of-mouth, and the expansion of the market to achieve a better one. Matthew effect.
Indeed, this is just like the 'time machine theory' of Softbank founder Sun Jung--in the past, the consumption upgrades and the manufacturing evolution experienced by the developed countries are now repeating itself in China. Manufacturers must look for experience from history, 'to form alliances.' ', to obtain digital survival depends on the completion of supply-side reform; then 'play hard', to occupy the consumer's mind, to win the battle between China and Japan.
Made in China, 'dry up'
Of course, for the Chinese manufacturing industry, it is not easy from the traditional 'operating sales' to the fashionable 'operating users'. Their Japanese counterparts also began to imitate Europe and the United States and gradually developed lean manufacturing routines. Nowadays, they are technology-driven. In the business world, Chinese manufacturing requires the empowerment of the Internet giants to “understand users and define products” and evolve into China’s intellectual creation, and truly “dry up”.
After all, in the past, domestic manufacturing companies were too accustomed to the order economy, and they knew about brands, channels, and users, but they did not have first-hand information, and they lacked the corresponding talents and experience. Xiao Haozi had talked with the heads of many manufacturing industries in Jiangsu and Zhejiang. They have also spent huge sums of money to transform, but unfortunately the results are still not satisfactory, because the traditional genes are too stubborn. No doubt, they need external stimulation to complete the transformation of the 'survival of the fittest'.
Now, Internet giants such as NetEase have mastered the current technology, gathered a large amount of intellectual capital, accelerated the rapid completion of the data, experience, and user's accumulation, coupled with a wealth of management tools, management practices, so that they have More insight and ability to define the future. More importantly, these 'superpowers' have accumulated enough to overflow and become the 'God's assists' of the friendly forces.
At this time, as long as manufacturing players hold their empowering hands, they will be able to find the 'Internet+' key that breaks the predicament, usher in a new round of growth, and greatly ease the anxiety of transformation. The key is to look at the old coffee. They've 'thinking about the speed of change' and 'the pace of managing evolution'.
For example, it carefully selected Netease’s understanding of domestic users and went deep into design, technology, quality control, etc. There was a smart toilet manufacturer working with it to jointly transform localized products. After all, the Japanese bathroom was wet and dry, Tap water is potable water, and domestic lacks such conditions. Therefore, the cleaning system must increase the inlet filtration design, and the live parts such as control boards must be made waterproof and leak-proof. Therefore, the space between them should not be affected. Beautiful, easy to use, can meet the quality requirements of consumers, explosions continue.
In addition, in the optimization process, product structure, etc., strict selection can also use NetEase's big data to feedback the user's experience and needs to the manufacturing partners. In this way, the smart toilet cover can be targeted to improve the 'massage cleaning'. , 'Cleaning for children' and other processes to achieve product upgrades.
In the two-year anniversary celebration, Yan Xuan also announced that there will be 100 Home Sample Shops similar to IKEA in 2018. It will build on-line and offline scene-based sales, services, and promote the good-looking, easy-to-use, A good price for the people's lifestyle. At this time, manufacturers can also give promotion, sales, and after-sales service to select, and then focus on the product, use more time to do differentiated innovation, live out their idealism.
With these foundations, Wu Xiaobo said that the 'pain' is no longer, and China made a wake-up call to obtain new means of digital survival. Players move from sales operations to data operations, and then realize user operations, gain a stronger sense of social participation, and penetrate users. Circles, thus, they have the ability to compete for the market, grab the share of Japan’s consumer goods.
It is self-evident that self-empowerment, self-strengthening, those who can not kill us, will eventually make us stronger.