The law of the market is like the tide, which is a torrent for the retrograde, but a lift for the tide. In recent years, the home appliance industry has been under pressure, but under the "new challenges" such as the upgrading and changeable user needs and the changing external environment, enterprises that know how to follow the trend are ushering in "new opportunities".
On December 20, at the 2024 Haier Store 27th Anniversary Celebration and the "Good Start of the Peak Year" Kick-off Conference, Haier Store disclosed its market performance in 2023: a growth of 15 against the trend7%, continuing double-digit growth. At the same time, Haier stores also announced the retail target of "sprinting to 100 billion" in 2024.
On the one hand, the outstanding report card of Haier stores comes from the collaborative breakthroughs in store coverage, multi-brand matrix and digital upgrading in 2023, and on the other hand, it comes from the confidence in the model of "five major innovation paths" in 2024: contact point innovation, product innovation, marketing innovation, capability innovation, and government and enterprise innovation. These are not only the "upward forces" that support Haier stores, but also the value and ability of offline physical stores.
2023 Growth Against the Trend: 3 Major Upgrades Create the Best User Experience
For a long time, the brand concept of "good neighbors see you every day" in Haier stores has been deeply rooted in the hearts of the people. At the same time, Haier stores are also constantly evolving and accelerating iterations to create the best experience for all kinds of users, which is why it has been able to grow for many years.
So, how will Haier stores have the best user experience in 2023?It mainly lies in three aspects: ubiquitous store coverage close to users, the most complete 4+1 brand matrix to meet users, and the whole process of digital upgrading and efficient operation of users.
First of all, Haier stores have achieved full online and offline coverage through ubiquitous stores, and are getting closer and closer to users. At present, Haier stores have laid out 3W+ stores across the country, and on the basis of traditional e-commerce, actively explore new opportunities such as Douyin, Kuaishou, and Xiaohongshu, and realize the continuous coverage of offline shopping malls, towns and other business districts, truly achieving "where there are users, there are Haier stores". It is this kind of store layout that always follows the user that drives the wide coverage of the user group.
Secondly, Haier stores not only sell appliances, but also customize whole-house and full-scene solutions for users based on a complete 4+1 brand matrix. Among them, "4" refers to the four high-end brands of Fisher & Paykel, Casarte, Haier, and Leader, and "1" refers to the smart home scene brand Three-winged Bird. The four major brands have distinct personalities, which can meet the needs of elites, young and other people, and can also realize the free matching of products and customized scenes through the three-winged bird, becoming the first choice for users to pursue a smart and beautiful life. This means that in Haier stores, users can harvest one-stop exclusive customization for a better life in one stop.
Third, each store of Haier stores has achieved digital upgrades. Users can open their mobile phones to understand and feel the convenience and intimacy of smart scenes, and they can also make appointments and place orders online at any time. If users want to customize the whole house smart solution, after uploading the basic information, the designer can quickly design the overall plan according to the floor plan of the community, and can also simulate the actual installation experience through VR, what you see is what you get. In the face of escalating user needs and rapidly changing business competition, digital empowerment enables Haier stores to meet needs in real time and dynamically, and create new user value.
2024 target of 100 billion yuan: 5 major innovations to improve efficiency in an all-round way
In the context of the new era, user needs and consumption Xi continue to change, which puts forward higher requirements for the creation of enterprise product value, user value and business value, and also brings new opportunities and incremental space.
At present, in the integrated development of online and offline channels in the home appliance industry, and the integration of physical stores and ** in the channel, Haier stores have also entered the upward range of "seeking progress in stability and continuous growth". However, its confidence and confidence in sprinting to the "100 billion goal" in 2024 not only comes from the thriving market increment, but also from the long-term strategic layout and innovative leadership of the model.
"In 2024, we will further improve our internal efficiency and upgrade our customer and user experience. Xu Meng, vice president and general manager of Haier Smart Home in China, said that next year, Haier Smart Home will start from the "five major innovation paths" of contact point innovation, product innovation, marketing innovation, capability innovation and government and enterprise innovation to empower Haier stores.
The purpose of touchpoint innovation is to ensure that every store is "where users need it". Haier stores have global reach, and can plan different layout strategies for different regions, business districts and people.
At the heart of product innovation is to let users and customers decide together what to do and what to sell. That is to say, the store can let the factory produce on demand according to the demand of the market. In this way, not only do users get the right products, but Haier stores have also achieved efficiency upgrades.
Marketing innovation lies in the fact that Haier stores will further strengthen the dissemination and reach of new channels, achieve the goal of 20 billion new stores, and build a matrix of tens of millions of accountsThe focus of capability innovation is to open up the operation system of enterprise services and customer operation to achieve better cooperation and collaborationThe key to government and enterprise innovation is to realize the transformation of the government and enterprise platform from 10 "Business Opportunity Empowerment Platform" to 20 "user direct connection + model innovation" upgrade, further enhance the weight of user experience, and broaden the business home of customers.
Behind the continuous leadership: the digital middle platform is the core support
With the changes in user needs, national policies and industry environment, digitalization has become a must-answer question for enterprise transformation and long-term development. Similarly, the digital operation platform created by Haier stores not only supports the growth of Haier stores in the past, but will also become the top priority in the future to solve stubborn development problems, achieve efficiency breakthroughs, improve monetization capabilities, and ensure sustainable development.
There are two core points in the operation of a specialty store: "the best user experience" and "the highest customer efficiency".
In order to ensure the best experience for users in the whole link, Haier stores have realized online and offline integration through the platform. In the past, users only knew what they needed when they arrived at the store, but now, Haier stores can accurately push grass according to users' Xi and needs through online and offline multi-terminal ** interactionIf the user needs, he can directly place an order, or make an appointment to experience the storeWhen purchasing, the products and rights are transparent and visible, ensuring that what you see is what you get, and what you get is what you enjoyAfter the order is placed, the user can query in real time from the whole process of distribution, delivery and logisticsAfter the completion of the integration of delivery and installation, users can enjoy wisdom and convenience, and can also evaluate the service process and share the use experience.
In order to ensure the highest efficiency of customers' operations, Haier stores have improved the quality and efficiency of the whole process through business digitalization. Through digitalization, Haier stores can restructure their business from inefficient points. In addition, it has also realized the whole process of operation and managementFinally, it is the process ...... that pulls through the back-end turnoverIt can be said that through the digitization and digitization of the whole process node, the efficiency and incremental space of the store operation have been greatly improved.
Based on the background and development stage of different times, Haier stores will also show a variety of corporate characteristics: the resilience to break through against the trend, the steady practice of sustainable growth, the courage of digital transformation, and the confidence to sprint to 100 billion. In the final analysis, the changes in the industry environment and user needs have never stopped, and the reason why Haier stores can go through the cycle and continue to lead is precisely because they have the ability to change and follow the trend.