After 30 years of rapid development, China's household electrical appliance industry has entered a stage of steady growth and integration improvement with improved consumption as the main feature. Under the influence of internal and external comprehensive factors, the household appliance industry has shown a trend of accelerated transformation, upgrading and differentiation. With the opportunity.
With the rapid development of science and technology, the pace of social life is accelerating, and the individualization and diversification of people's consumer appeals also promote the diversified development of retail channels. Throughout the home appliance industry, the fission and differentiation of traditional channel formats have intensified, and the single channel The importance is declining. In addition to traditional channels such as national home appliance chain, local home appliance chain, department store super, specialty stores, e-commerce channels, home chain, home improvement channels, engineering channels, etc. have developed rapidly in recent years.
The rapid development of mobile Internet, mobile payment and logistics has made the consumption scene out of the constraints of time and space, transactions happen anywhere, and the channel structure is more fragmented and decentralized. Based on this, Internet industry giants have laid out retail markets, Ma Yun 'New Retail', Zhang Jindong's 'Smart Retail' Liu Qiangdong's 'Unbounded Retail' emphasizes the consumer experience as the center, and the technology penetration scene drives the upgrading of retail elements. At the same time, offline leading companies also accelerate their Comprehensive transformation, through organizational innovation, digital platform construction, channel integration and other means to achieve accurate marketing of online operations and offline shop customers, conversion, and efficiency. It can be said that China's retail industry is currently undergoing 'revolutionary' In the transition period, in the face of the impact of 'all-channel' 'scenario' retail, the traditional business 'online and offline separation' 'layer distribution' 'burning money marketing' and other business models are eclipsing.
Affected by the internal and external environment, the channel transformation of the home appliance industry is imminent. Looking at the channel development of the home appliance industry in the past decade, there are several outstanding problems:
1. The business model cannot keep up with the development needs. Most home appliance companies lack clear ideas on channel operations, and have limited resources in channel change exploration and innovation. In the short term, they cannot quickly transform and upgrade to adapt to changes in demand.
2. E-commerce has obvious impact on traditional channels. The rapid development of e-commerce has greatly reduced the living space of traditional channels, reduced the level of channels, and promoted home appliance enterprises and channels.
3. The Internet transformation is not complete. Influenced by traditional channel thinking, the Internet transformation of home appliance manufacturers only understands the Internet as a new marketing channel, rather than a deeper value concept, a change in business models and operating models. How to use Internet thinking, Technology, platforms and tools refactor traditional channels to better respond to changes in the market and consumption patterns, and find new development ideas and opportunities in the process, which is the key to success.
4, the manufacturer and the user are separated, lack of effective interaction. The interaction between the manufacturer and the user is not open, a large amount of user data is sleeping, and a large number of potential needs are not activated. The new normal consumer groups, consumer behavior, consumer appeal and consumer psychology are all aspects. The change has taken place, and the appliance industry needs to respond quickly and adjust based on user data in order to provide accurate marketing strategies.
In the context of change and subversion becoming the norm, how do home appliance companies deal with the above problems? How to break the traditional operation mode and meet the new retail era? How to provide users with a high-quality experience of seamless shopping based on user needs? How to realize the change from channel Reinventing the business model? These questions deserve our deep thought.
To this end, Aowei Cloud Network (AVC) under the guidance of China Household Electrical Appliances Association, China Electronic Video Industry Association, Zhang Ping, a well-known economist in the United Nations, Professor Wei Wei and Professor Zhu Wuxiang, senior experts in business model field, will be 2018 From October 17th to 18th, held in Shenzhen, under the new retail trend, China's home appliance business model transformation and transformation of high-end seminars, with the theme of 'new stage, new model, new future', covering macroeconomic environment analysis Interpretation of the home appliance industry, restructuring of business models, digital transformation of brand owners, etc. At that time, economists, business model research experts and leading figures in home appliance companies will gather together to explore how to use business model innovation to inject fresh energy into the home appliance industry. Blood, bring new business opportunities, and climb the industry peak.