The market is the starting point and destination of the company's production and sales. All activities of the company are built around the market. The market environment is changing rapidly, new technologies are emerging, consumers seem to be more and more difficult to meet... Facing the home appliance channel, consumers are The channel selection is very rich, not only can be purchased in the physical store, but also can be purchased online. When completing the purchase behavior, there is often more than one channel. For example, if you see a product on the Internet, you may have to go to the store to find out, and then Deciding to buy and where to buy. The home appliance channel presents a new look, traditional retail is being reshaped and subverted, an era of consumer experience and service upgrades is accelerating in the name of omni-channel retail, the background of this topic is three Levels:
First: The market environment determines the channel transformation
Thirty years ago, in the era of lack of information, the purchase of things was high quality and cheap, the channels of choice were to be seen, and the product perception relied on advertising and salesmen. At that time, the physical store was able to satisfy consumers' demands. At the moment, living in the experience economy era, consumers prefer the convenience and convenience of channel selection. Before shopping, they will check the parameters on the Internet to see the comments. After buying, they will share the experience and even recommend it in the circle of friends. This trend is bound to be inevitable for the transformation and upgrading of home appliance channels. .
From the market pattern of the home appliance industry, whether it is market changes, changes in consumer behavior, or changes in business models, it has shown that the channel management environment has undergone fundamental changes. It is not just sales methods, but channels and consumers. Connection method, after all, from the past price to the value of the fight, focusing on the product-centric to user-centric transformation.
Second: the channel is transformed into a 'product + service' system
In the promotion and evolution of the home appliance channel, the value of the service is no longer simply affecting the product. The service creates a brand-new relationship between the company and the customer from a strategic perspective. This relationship determines the true value of the customer. In particular, in the context of the rapid rise of e-commerce channels, the channel is borrowing the power of e-commerce to restructure existing channels and services, and the transformation of home appliance channels is based on 'terminal sales + service support'. New channel system.
The changes in the home appliance channel are obvious to all, from the traditional 'department-chain-specialty store' single-mode to the e-commerce-O2O-social platform' multi-modality. In this transformation, both the channel and the brand are Returning to service value and making efforts. Promoting delivery is not just about products, but 'product + service', solving all problems at one time to enhance user experience. Thereby accumulating channel brand assets and building brand image.
Third: the channel changes from selling single items to solution providers
With the advent of the new era, the transformational forces brought about by the integration of the Internet and the entity, cross-border integration have been released from the inside out. In the efficiency of people being fast-developed, there is no time, no energy, no experience, and shopping opportunities. Providing a new solution for the consumer's life has become crucial. Typical self-contained mode. Before the birth of the whole package, many home improvement companies only provided one semi-finished product, which did not fully meet the needs of customers. To meet the consumer lifestyle, life needs as the starting point, with the 'home' as the main line of delivery model, leading the transformation and upgrading of the home industry.
From selling single items to selling solutions, this is closely related to consumers' demand for home coordination. The essence is products, but the supply chain. Who has a good supply chain, who will be competitive in the industry. The industry gradually moves from the pressure of goods distribution to the operating efficiency of the whole industry chain. From the product advantage to the channel advantage ladder and from the product homogenization competition to the service systemized competition.
In the diversified home appliance channel today, from selling products to selling services, from selling single products to selling programs, will become a new bright spot. Channels should be market-oriented, adapt to local conditions, give full play to the channel itself and regional advantages. Rely on the standardization platform Personalized terminals, solution providers to optimize and enhance the relationship with users. Only to provide users with high-quality, efficient products and services, can be invincible for a long time. These are waiting for the channel to further explore.