Faced with the situation of the first-line home appliance market in the first half of this year, in the face of the pessimistic and confusing expression of many market players, in such a difficult market battle, many home appliance manufacturers have successfully walked out of the round. Self, take your own path, play your own fists' development of new highlights, this also for the second half of this year, the home appliance market competition and change, bringing new imagination and business wonderful.
Recently, the home appliance circle is working with some home appliance manufacturers to sort out the development and trend of the home appliance market in the first half of 2018. Although everyone is still inseparable from the three words, 'the market is too bad, the development situation is worrying'. However, many home appliance manufacturers Still believe that the home appliance market has changed in the first half of this year, and the biggest reform results have come to the fore: from the quantitative change in the past to the qualitative change this year, more and more home appliance manufacturers are playing in the market, and there is a round of 'hundred flowers, each arguing' new pattern.
Specifically, different home appliance companies in the same category and field are no longer simply imitating, plagiarizing, adopting the same or similar style of play, but starting to continuously explore the needs of the company's own strategy, competitive resources and differentiation. Means of the new commercial path. In other words, the same in the field of color TV, refrigerator, air conditioning, the same face of scale growth and business model transformation, Haier, Hisense, Midea, Gree, Fangtai, boss and other corporate competition means, is also very different change.
For example, the intelligent transformation at the turning point of the times, Haier, Midea, and Gree have completely different paths. Among them, Haier builds an intelligent manufacturing platform and system, based on Haier's internal practices, to create an open platform. Then integrate hardware, software and other resources, and finally incubate the industry platform with internal experience; Midea is to build a strong hardware product through global capital acquisition, acquisition of robot giant KUKA, and joint venture with Yaskawa, Japan. After that, based on their own intelligent transformation experience, soft and hard docking; Gree is more direct, that is, investing in their own factories, developing their own industrial automation equipment such as robots, and then selling and promoting them;
Among them, there is a representative industry and there is a color TV. In the era of LCD TV, almost all Chinese and foreign companies play one game. Based on the LCD TV platform, it is easy to homogenize sales points such as health, HD, and intelligence. Everyone is competing for price; however, this year, in addition to quantum dot liquid crystal, OLED, and laser, we have explored different methods of competition such as speech recognition and image recognition under artificial intelligence. Different companies are no longer chasing liquid crystals, OLEDs. For example, Hisense has become a laser TV spokesperson, while Skyworth has always locked in OLED TVs, and TCL has firmly grasped quantum dots. Even Xiaomi pushes artificial intelligence, which is based on strategic collaboration under smart home.
Similarly, this year, the e-commerce online shopping platform that has been controversial by home appliance dealers, Jingdong, Tmall, although starting the expansion path from the online battle line at the same time, but the means are not the same, the current Jingdong is taking offline 'Rural encircling the city', first establish a home appliance store in Wanjia Township, and then start to the city Jingdong home appliance flagship store, unbounded retail experience store layout, it is expected that next year there will be a new pattern from offline to urban-rural linkage; Because the cat relies on Ali's big platform and is influenced by Ali's overall retail strategy, it has a large number of offline store systems such as Suning and RT-Mart. It is also using the existing Taobao platform and network resources to develop the Tmall electronics store. In the context of retail giants who have chosen to go their own way, what other reasons do other home appliance manufacturers choose to 'stubborn'?
In addition, in the two years of the best air conditioning and kitchen appliances, Gree, Midea, Haier, Oaks, and Fangtai, Boss, Vantage, Midea, Haier and other peers, the market competition is also unique. Different from each other, and even different from each other. Among them, the competition in the air-conditioning market in the past few years, in the absence of differentiation, revolutionary technology and product background, are competing for differentiated marketing service innovation capabilities, competing with young users. Communication and interaction skills; and the high-end camp of kitchen appliances, from the initial product technology competition, to the user experience, technology and culture and other paths of competition. Because many companies have clearly recognized: Follow others' ass behind It’s really only a dead end.
Of course, in the first half of this year, some home appliance manufacturers' results of this 'live self' reform have only just begun, and the difficulty is not small. Because, in the past few decades, imitation and plagiarism are the biggest competitive means and commercial chips for Chinese home appliance manufacturers. All along, the promotion of some large and medium-sized enterprises, commercial promotion, new product development, and even the service of the New Deal, often appear in the first-line home appliance market, the situation of 'one-stop response'. Not the effect of the activity, the content is creative, but Many SMEs are used to walking behind big businesses.
However, all home appliance manufacturers, regardless of strength, strength or weakness, have clearly understood that only by taking their own path, playing their own business ideas, and living their own innovative charm, is the breakthrough point of transformational change. This is also the future. In the year, the home appliance giants continue to compete for and lead the market. The key factors are to find a different development path based on the company's own strategic goals and tasks, in order to better match resources and get through the network!