Since the end of last year, many large and medium-sized home appliance companies in the Chinese market have done this in the first-line market: launching a series of new products, and then pricing is directly higher than the average price of the enterprise market by 2, 3 times. , and even higher. Then, not based on their own brand appeal, nor based on market and user awareness and acceptance, is the highest-end brand in the direct benchmark market, pricing compared to their pricing.
In other words, some well-known high-end brand refrigerators, air conditioners, washing machines, buy 20,000, 30,000, or even 50,000, then other home appliance companies dare to set the price of new products directly to 20,000, 30,000. Do not consider 'in the Can the market be sold, whether the merchants and users really recognize 'and other issues, anyway, others are so fixed, I do the same.
Therefore, on the road of transforming high-end, Chinese household electrical appliance enterprises are once again caught in the guise of imitation, drawing and copying. This kind of plagiarism and imitation is not only market pricing, but also in product design, functional packaging, marketing, Even brand marketing and other aspects are imitated plagiarism, used to use.
Therefore, after more than half a year, or more than a year of so-called 'high-end' transformation, many home appliance companies will complain that the high-end market is not as big as previously thought. Yes, many so-called high-end products of home appliance companies simply do not sell. Action: Whether it is to take a thousand yuan or more promotional offers, or continue to pack a small feature point exaggeratedly exaggerated, can not stimulate consumption. The problem seems to be insufficient in the high-end market.
However, the question is really the purchasing power and consumption power of the high-end market is not good? Why, these home appliance companies do not reflect, your high-priced products are really high-end? Is your brand really high-end? In fact, a lot of high-priced products are still in the bones. Serious 'cottage, imitating' speculative atmosphere, the consciousness still has to 'get a ticket in the high-end market like the low-end market,' but found: the market and consumers do not buy the account, no recognition at all.
At present, this is not the era of the past, what information is opaque, what concepts can be hyped, what local tyrants can be fooled. In the battle for high-end home appliances market, if you continue to take 10 years, 20 years The old routine of the former, it will be completely lost on the starting line, even the chance of rebound is gone!