What kind of products can better meet the needs of consumers in the era of quality consumption? Can we bring more competitive advantages to enterprises in the stock era?
From the intensive holding of new refrigerator launches, you can see one or two. The main brands are all high-end markets.
According to the monthly monitoring data of Zhongyikang Line, in the environment of the overall refrigerator market retail volume fell sharply by 11.4% in 2017, the high-end refrigerator market of more than 8,000 yuan rose against the trend, with a rise of 26.5%. The increase in 2018 is at a higher base. Although it has slowed down, it still maintains a growth rate of more than 20%, with a share of 9.1%. As a seasonal home appliance, the share of high-end refrigerator products will further expand in the second half of the year. It is expected that the proportion of high-end refrigerators over 8,000 yuan in 2018 will be Break through ten points.
The sales of high-end products are rising, no doubt, this is mainly attributed to the consumption power of the Chinese market. Originally, the family is the consumption unit, the consumption form that pursues quantity and universality is changing, and the individual-centered pursuit of advanced and diversified Consumption patterns are gradually taking shape, and exquisiteness has become the focus of consumers' measurement products.
According to statistics, per capita GDP will reach 10,000 US dollars by 2019. At the same time, McKinsey predicts that by 2022, 76% of China's population will enter the middle class. At that time, per capita GDP will be between 9,000 and 34,000 US dollars.
It is not difficult to see that today's high-end road to home appliances has already had the right place and the right place. It can even be said that the high-end competition in the refrigerator market has reached a critical moment, who can stand out in the high-end market, who will be in the future market Take the initiative.
However, the high-end battle is not easy, and it has become very difficult to achieve high-end through structural upgrades. So, how can we become the reaper of the high-end refrigerator market?
The first thing you need to do is to take the differentiated route and improve product identification.
In the era of visible quality homogenization, frequency conversion, intelligence, and large capacity are more and more convergent; who can work hard on invisible quality, bring better experience and service to users, and who has higher Added value, who is the winner of the future refrigerator market. And the differentiation strategy has become the tacit understanding of the major mainstream brands.
For example, from the structural differences, Hisense launched the 'Tianyi series multi-door refrigerator'; from the difference in market positioning, Casa Di maternal fresh-keeping refrigerators are on the market; from the functional differences, the US launched with the slogan 'Micro-Crystal Weekly' Intelligent preservation microcrystalline series refrigerator and so on.
In fact, for Chinese families, good products can solve the pain points in life and bring a better life experience, instead of the product being equipped with the current hot technical concept. As many experts and scholars say, technology The greatest value of innovation, the greatest charm of economic development, is to make families have a sense of 'gainfulness' and 'satisfaction'.
Secondly, humanistic care can be used to warm up the brand.
Consumer psychologists interpret consumer behavior in the new era as 'symbolic consumption', meaning that consumers buy a commodity and pay for the values and symbols of the commodity itself, and the specific values and concepts. It is the 'symbol' of goods. The biggest characteristic of high-end goods different from ordinary goods is that the former has more clear and healthy values and ideas, not just the high end of the product itself.
Therefore, for home appliance manufacturers, we must not only focus on product hardware innovation, but also focus on user-centric products and services full link innovation.
Take Japanese houses as an example, and have the world's leading quality in terms of living comfort. The essence behind this phenomenon is - respect for human nature. In Japanese words: A good design will give people dignity.
The same is true for home appliances.
Now all the designs are talking about 'humanization, humanistic care', how to do it? Exploring what the 'people' need here, the ingenuity and feelings, perhaps the greatest respect for people.
The wave of high-end product upgrades is inevitable. There are only two options at the moment, either struggling in the heat of the traditional market, or grabbing the high-end dividend and becoming the leader of the new middle-class consumer trend.