Not high-end appliances can not be sold, but the market is full of fake high-end. Mingming positioning is the public wages of the working class, but the so-called high-end products to sell high prices. This is completely the dying struggle of 'the end of the road'!
Since the beginning of this year, with the decline in the volume of the home appliance retail market, many home appliance manufacturers have jointly sought a new way out.
In this context, 'pushing high-end, selling high-end' has become a new direction for many home appliance manufacturers, but in the past six months, the high-end transformation of many home appliance manufacturers has not been smooth, mainly in the following: High-end home appliances are not sold at all, even Even the situation of 'selling and not screaming' has not appeared, and it is generally ' neither screaming nor screaming'.
So what is the reason for this dilemma? For many home appliance manufacturers, they have to re-examine a problem: In the end, the current high-end home appliances are not sold at all in the terminal market, the demand is not prosperous, and the prospects are not well said. Or is there too much fake high-end in the market, it is really 'golden jade, smashing it'?
Since the second half of last year, the home appliance circle has found a common problem by sorting out a series of so-called 'high-end new products' launched in the end market by a large number of home appliance manufacturers who have turned to the high-end market: that is, the so-called high-end products exist. There are a series of problems such as 'name is not true', 'exaggerated reality', 'conceptual hype', 'price packing'. The most prominent is that many companies' brand positioning is clearly in the low-end market, but it also launches the so-called ' High-end products', is to use high-end to sell high prices, low price wars.
For example, some home appliance companies have an average product price of only 2,000 yuan, and the most expensive products are only about 5,000 yuan. However, in order to grab the high-end pattern of consumption upgrades, they suddenly launched products with prices ranging from 1 to 15,000 yuan. In the end, after encountering the situation of 'not screaming better and not screaming' in the marketing process, only the typical 'price reduction' promotion can be used to attract the market and users. This also directly triggers the price chaos in the high-end home appliance market.
Of course, this is just a microcosm of the current high-end home appliance market. Some home appliance manufacturers are selling their dog meat in the high-end market, and even take the market management strategy of 'first false high price, then big price reduction promotion'. So to a certain extent, the high-end market will quickly smash this water, so that the outside world mistakenly believes that the whole high-end home appliance consumer market is sluggish and disorderly, misjudging the competition of the high-end market of home appliances, development and change. It can be said that this is not only Affecting the market management strategies of some home appliance manufacturers, it is still misleading the transformation direction of some home appliance manufacturers.
Next, if you really want to take a slice of the high-end home appliance market, you will taste the high profits, high growth, and high returns brought by the high-end. First, you must solve two problems: First, the redefinition of the brand, do not Taking the so-called 'all-people-take-all' brand to grab the high-end market, consumers cannot recognize and trust it;
The second is the product differentiation and innovation, the product is the high-end soul, the high price is just the outerwear and means. In this case, any home appliance manufacturer who thinks that 'a high price can participate in the high-end market competition' is undoubtedly a dead end.
Therefore, the cakes in the high-end home appliance market are large enough, and the reason why many home appliance manufacturers can't eat them is not a problem in the market, but our brand positioning, product innovation and promotion methods have gone wrong. Still continue to take the low-end products. A set of gameplay, to solve the needs of high-end groups, is undoubtedly the 'end of the end' thing!