cici||Writes.
E-commerce**, is encountering one"Havoc"！
In recent years, the ** has become more and more overdrawn. The circle of friends began to be desensitized at the beginning of the previous year, showing signs of prosperity and decline, and last year's business publicity also completed the transformation from fanfare to quiet, and then this year, although there are still some hysterical aftermaths, but after all, it is difficult to escape the law of the day and the moon.
After more than ten years of continuous bombardment, e-commerce such as Double 11 and Double 12 can be said to have made great contributions to stimulating domestic demand, and also changed the gameplay of many commodity retail systems in China. From manufacturers to merchants to consumers, the continuous upgrading of changes around the efficiency of people, goods and yards has also led to a significant improvement in industrial efficiency, logistics efficiency and product use efficiency.
The continuous innovation in the Xi market not only stirred up the market vitality, but also greatly released the enthusiasm of consumption. Objectively speaking, e-commerce has been successful in the past ten years. However, everything has reached a certain height, and it is facing the urgency of deep change.
In the past, merchants and co-brand manufacturers engaged in various themes, such as high-quality products that pointed to consumption upgrades, and high-end substitutions that pointed to trade-in, but now double 11 and double 12 are increasingly lacking soul. In particular, the resumption of the war in the past two years seems to indicate the beginning of the decline of e-commerce. So much so that after Double 11, there was a cancellation of Double 12.
Their first phase of mission is coming to an end, and it will take time to verify whether they can survive in a desperate situation and have an inflection point for the second surge.
Why?The author only takes the home appliance industry as an example to briefly explain.
China's home appliance industry is in a critical stage of industrial transformation and upgrading, which is called industrial upgrading, from large to strong, or has entered the channel of high-quality development path that highlights intelligent manufacturing and intelligent manufacturing technology. The core of this stage is to get rid of the simple and crude and low-level of the past to judge the hero by scale, and to seize the market with the best quality, and transform it into a high-end and stylish quality.
If you follow this preset route, you will undoubtedly be lucky for China's home appliance industry. However, contrary to reality, when the market encounters resistance, returning to the comfort zone of the past to seek self-preservation has become the first reaction of many manufacturers. Judging from the actions of the home appliance circle in the past two years, it has become the new mainstream to pick up the first battle again.
This is not the progress of the industry, but a naked regression!After more than 10 years of hard work, it has been as silent as a stone sinking into the sea, and from then on, the lofty ambition of China's home appliance industry may have to be leapfrogged from the beginning.
This is not alarmist, because the players in the highly saturated and fully competitive Chinese home appliance industry understand the harm of the war better than the small partners in other fields, and they are also deeply affected by it, so they have learned from the pain and are high-end for Japanese and Korean brands and the international market. But after a few years of hard work, it is back to square one. After all, there is still hope that the end is near, but the morale of China's home appliance industry will never be like this, and it will gradually become demoralized or even depressed in round after round of efforts, and this is the biggest crisis in China's home appliance industry.
Whether it is the research institution Aowei cloud network or the industry association of professional guidance institutions, they have made many in-depth comments on the huge damage to the industry. Therefore, for the return to the ** war, on the one hand, due to the inherent consumption downgrade, on the other hand, it is also the internal and external cooperation of some manufacturers, always thinking that returning to the Xi arena can always be easy, but everyone knows that the rider is good at falling, and the gameplay of the ** battle has undergone new changes every moment, which also means that it will bring itself to the abyss of no return at any time.
The damage to individuals is huge, the damage to the relationship between manufacturers in the new era is huge, and the development of China's home appliance industry is also incomparable. Therefore, it is prudent to look at the current e-commerce, after all, the return to the first war, to a considerable extent, means that the transformation strategy of China's home appliance industry is reversed.
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