In just one month, two major home appliances giants have made efforts in the direction of after-sales installation services. On April 25, the US air-conditioning industry was the first to install air-conditioning inside and outside the tank installation services; on May 30, Haier central air-conditioning released its first visual installation. Service Platform.
With the advent of a better life, consumers increasingly value consumer perceptions. Today's consumers are not just looking at its beauty, performance, price, etc., but also rely on its service quality.
However, for the entire appliance industry, not every company's service awareness and measures are able to keep up with the times, which leads to consumers often fall into a consumption dilemma. How to improve the after-sales service level has become the direction that the industry needs to work hard and think about. .
Poor after-sales service has become a common problem in the current home appliance industry
From the current point of view of home appliance companies after the sale, especially for the installation of large-scale home appliances, there is not a single unified standard, and each company is different. This leads to widespread deviation in the after-sales service of the entire household appliance industry. Often complain about this.
Taking installation as an example, for large appliances such as air conditioners mentioned above, most consumers usually rely on the after-sales installation services provided by the merchants. However, users are currently dissatisfied with the follow-up installation service of large appliances, such as installation. The evasive, appointment time is not on the door, the installer is not responsible, the attitude is poor, and the installer is not professional or negligent in the installation.
This is actually due to the fact that the professional training and management of the after-sales installation personnel is loose. Apart from subjective factors such as irresponsibility of the installation, objectively speaking, the newly developed home appliances are becoming increasingly high-end, intelligent, and their technical content. More and more, this is inconsistent with the overall quality of the current installation personnel to upgrade slowly.
In addition, since the after-sales information of the home appliance industry is relatively unclear, there are frequent reports that unscrupulous enterprises make profits through the use of installations. Many users also reflect the high cost of subsequent installation of large home appliances, and even the phenomenon of installation of 'arbitrary charges'.
In addition to installation, the level of after-sale maintenance services in the home appliance industry needs to be improved, and the problems that arise are basically similar to those of installation. Of course, since household electrical appliances are usually durable consumer goods, this situation is not as obvious as the installation. Many consumers are often in home appliances. After a quality problem or a malfunction, we only passively seek after-sales service. And this also gives home appliance companies an opportunity to repair after-sales service.
The rise of quality consumption boom, appliance companies should not 'contrary to the trend'
Consumption upgrades lead industrial reforms and force companies to upgrade their structures. At present, home appliance companies have focused their efforts on product update iterations to strive for high-end and intelligent transformation. This is certainly worthy of recognition. However, at the same time, home appliance companies need to simultaneously improve their after-sales service.
At present, China has entered a quality era, and at the national level, it also proposes a 'quality revolution.' As mentioned above, 'quality' is not only a product of itself, but has also gradually spread to a series of services that it supports. This situation is even more pronounced in the home appliance industry where service is generally misaligned. Household appliance companies need to improve their after-sales service system and improve their after-sales service capabilities.
In short, the current pursuit of a better life by consumers has increased, and diversified and in-depth needs have also been put forward for services. The rise of the so-called quality consumption boom actually represents consumers’ more recognition of service value. Willing to pay extra for better service.
As mentioned above, the user feedback 'install expensive' and so on, in the final analysis is mainly because the current installation services of household electrical appliance companies failed to meet the user's psychological expectations. In the future when the home appliance business after-sales service level is raised, this situation will be to a large extent Improvements.
Therefore, for the current home appliance companies, it is necessary to look at the importance of after-sales service strategically and tactically choose the right strategy according to their own situation to meet the increasing demand for 'quality consumption' of consumers, rather than 'contrary' And the line'.
Good after-sales service can promote the competitiveness of enterprises and enhance the value of the brand
After years of development of the home appliance industry, in addition to competing in technology, products, and brands, all companies will gradually enter the stage of after-sales service competition. After-sales service will increasingly occupy an important position in the entire household electrical appliance industry.
Good service can effectively improve customer satisfaction and promote the competitiveness of enterprises. For the home appliance industry,
The increasingly fierce market competition and the continuous introduction of new technologies have accelerated the speed of product update iterations. At the same time, consumers have higher and higher requirements for products and after-sales services. Good after-sales service coupled with timely response can effectively alleviate the enterprise. The contradiction between consumers and consumers makes them solve the problems at the first time, thereby improving the user's stickiness.
Therefore, after-sales service will become a powerful weapon in the competition among home appliance companies. Enhancing after-sales service capability is the only way for home appliance companies to increase their brand value and build their brand image. As mentioned before, Haier, which is responsible for after-sales service, Midea Both were selected as the "Most Popular Chinese Brand List" by the People's Daily New Media on May 10. According to the list published by the People's Daily New Media, the ratings, sales, sales volume, order volume, and return rate are , Haier, Midea and other brands are popular with consumers.
In fact, looking at the current home appliance market, with the exception of kitchen appliances, which continue to maintain a high growth rate, most of the remaining home appliance categories have already ended large-scale growth and have entered a sales bottleneck. It is difficult for enterprises to obtain further growth in product sales, and it is urgent to seek new ones. It is a good choice for after-sales service with high growth potential. The improvement of after-sales service capabilities can provide added value for home appliance companies, enhance users' sense of belonging, and further enhance their competitiveness and profitability. .
In summary, in the face of the generally poor after-sales service and the quality era that has already arrived, in order to prevent this contradiction from continuing to intensify, at the same time, from the perspective of its own future development, household appliances enterprises should step up their efforts in this direction of after-sales service.
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