Author |The bell has been ringing.
Text |Bell said.
By the end of the year, the domestic economic operation situation has attracted special attention. Especially since the beginning of this year, in the face of the complex and severe international situation, in the context of the unstable momentum of global economic recovery and the weakening momentum, what kind of answer will the domestic economy deliver?
Not long ago, the first economic work conference was held in Beijing a few days ago, and the meeting comprehensively summarized this year's economic work, which focused on promoting high-quality development and emphasizing the important traction role of innovation in industrial development, which became one of the core points of this meeting.
"High-quality development" and "scientific and technological innovation" have also become the "keywords" for the development of many industries this year, and they have also become the direction for many enterprises to move forward. Just like at the 2024 JOMOO Global Marketing Development Conference held recently, "high-quality development" and "scientific and technological innovation" have also been mentioned many times.
The 2024 JOMOO Global Marketing Development Conference was successfully held.
Obviously, in order to adapt to the new pattern of development and tap the new impetus for development, the industrial economy has become an important component in the process of economic development of modern countries.
Under the new economic cycle, a new round of growth is planned
At this stage, China's economy is converging from high-speed growth to medium-speed, and as the impact of the epidemic subsides, economic growth is returning to the potential growth level, and the room for further decline is significantly narrowed. At present, China's economic growth is entering the second half of the high-speed shift to medium-speed.
In this regard, Wang Yiming, vice chairman of the China Center for International Economic Exchanges and former deputy director of the ** Development Research Center, said at the 2023 Global Wealth Management Forum held earlier: "China's economy has shown a trend of improvement, but economic development cannot follow the old path, and it is necessary to start a new round of growth cycle by cultivating new momentum." ”
In Wang Yiming's view, scientific and technological innovation is the most important new driving force in the future, and the key to improving total factor productivity also lies in scientific and technological innovation.
Especially at present, many domestic industries are facing the "pains" under the transformation cycle, and the biggest problem is that they can no longer take the old road, and "scientific and technological innovation" may become the best "way out" not to take the old road.
For example, as one of the pillar industries of China's economy, the "automobile manufacturing industry", the "momentum" of rapid development in recent years is visible to the naked eye, and it is "scientific and technological innovation" that supports the domestic automobile industry to go out of a new path. China's new energy vehicle exports and the market share of its own brands are rising, and the long-cherished wish of Chinese automobiles to "change lanes and overtake" with the help of electrification and intelligent technology is being realized. Especially for Chinese brands that take high-end smart electric brands as their own responsibility, scientific and technological independence has become the driving force for development.
China's new energy vehicle exports are rising.
Another example is the home appliance industry, judging from the overall situation of the home appliance market this year, its development recovery speed is still far behind the overall consumption, so that a large number of enterprises have to go to places with high demand concentration to find outbreak and prosperity in the structure. For example, "health demand" is one of them, but these fields have high requirements for the brand's technological innovation ability, so that those who can intervene in it are the industry's top players, and the facts have also proved that these top players are using "scientific and technological innovation" to open up the gap with the industry, which has become the reason for their adverse market.
Similar to the bathroom industry, this year the bathroom industry as a whole is under pressure, in the context of market saturation and the downturn in the real estate industry, many enterprises are facing great pressure on growth, and only individual brands such as nine animal husbandry have come out of the encirclement to achieve growth against the market.
Like Jiumu, this year's consumption promotions such as 618 and Double 11 have surpassed Kohler China in individual sub-categories and won the first place in the industry. Sales and profits have achieved double growth. And the key to breaking the game is also the "science and technology strategy" held high by it, at the beginning of this year, nine animal husbandry in the "science and technology conference" through the release of the "science and technology strategy" took the lead in the first shot of science and technology bathroom.
It can be seen that "scientific and technological innovation" has become a winning weapon for both the overall economic development and the industry, but "scientific and technological innovation" is not a constant layer, and it is the key to get out of differentiation.
Why don't you create a "trend" but lead the "trend"?
At present, when it comes to technological innovation, many people may think of Huawei, BYD, ByteDance and other companies, they are all technology leaders in their own tracks, but they can find that many innovation trends are not created by them, but they can become the leaders of the "trend", for example, in the field of new energy vehicles, BYD is also a latecomer, but it has achieved "last first".
Just like in the bathroom track, in fact, there are many brands that have played the banner of "scientific and technological innovation", but why can only Jomu take advantage of this to go against the market?That's worth mentioning.
1. Be one step ahead of the curve
First of all, these brands have "insight" that goes beyond the industry, and insight is actually the observation of social phenomena.
For example, the bathroom track, the industry has a long-standing demand for digitalization, but compared with other industries, the digitalization process of the bathroom industry is very slow. While other industries are moving towards digitalization with great fanfare, the vast majority of bathroom players are still "resting on their laurels" and are still focusing on the traditional bathroom market.
It was JOMOO that took the lead in seeing this trend and released the "Science and Technology Strategy" into it. With the blessing of digitalization, JOMOO accelerates technology iteration by focusing on the four directions of "intelligence, green, beauty and health", so as to continue to lead the industry intelligently.
At this stage, when other players are leaning towards "digitalization", JOMOO has taken the lead by virtue of its first-mover advantage, and has begun to integrate digitalization into more links such as assembly, warehousing, procurement, inventory and service, creating the industry's leading "lighthouse factory" and the industry's only "green and black light factory". The green and black light factory alone has increased the production efficiency of JOMOO by 35%, saved 20% of labor costs, increased management efficiency by 20%, reduced product defect rate by 5%, reduced energy consumption by 7%, reduced operating costs by 8%, and shortened the product development cycle by 15 days per year. Let Jiumu continue to lead in terms of production efficiency and product quality.
Jiumu green black light factory.
In addition, JOMOO will also apply digital technology to the service link, when other players in the industry are still optimizing around the traditional after-sales service, JOMOO has already created an industry-leading service matrix.
It is based on the early insight into the industry trend that the "science and technology strategy" of JOMOO has been implemented one step earlier.
2. Take a step forward
Secondly, another commonality of these enterprises is that "find nails first, and then build hammers".
Consumers' needs for service content are always changing, but one thing that remains constant is that consumers are always expecting further services from brands. However, it is impossible for any brand to be completely satisfied with all kinds of services, and it has become a test of whether the brand can control the pain points of consumer services.
For example, the current extended-range new energy vehicles are selling better and better, in addition to bringing together the advantages of electric vehicles and fuel vehicles, more importantly, it sees the anxiety of consumers' journeys, and on this basis, finds problems, bottlenecks, and dilemmas, and then prescribes the right medicine, and the effect is obvious.
Also taking the bathroom industry as an example, smart toilet products are now relatively mature, in addition to ensuring basic functions, consumers' demands are actually "smart, convenient and healthy". Looking at the new i90 smart toilet launched by Jiumu this year, its "thinking" is very clear. The world's first intelligent toilet with full waterway sterilization, the superposition of multiple sterilization technology, the upgrade of flushing technology, the adjustment of multiple modes, and the intelligent comfort system are all around the three elements of "intelligence, convenience and health", and the products are created according to the real feedback of the market.
JOMOO i90 full waterway sterilization smart toilet.
Therefore, even if they are all "scientific and technological innovation", compared with "lifting the hammer and finding the nail", "finding the nail first, and then building the hammer", the actions of Jiumu are obviously closer to the market.
3. Layout of one step back
Finally, they also know that "it's better to be different than to be better." Differentiation is the way to do business. ”
Just like why did Huawei mobile phones dominate at their peak?Differentiation is key. While other players are still fighting in the low-end market, Huawei is moving forward to the high-end;While other players were still proud of the 4G network, Huawei went for 5G;While other players are still discussing Android "not losing" iOS, Huawei has created HarmonyOS. It is precisely because of this series of differentiations that Huawei can always lead the industry and sit first.
The same is true for Jomu, the bathroom industry has been relatively solidified in the market definition for many years. Including many industry players, the bathroom they understand is the traditional shower, bathtub, toilet, basin, and the deeper layout only involves integrated bathroom transformation, smart towel rack, smart bath mirror, etc.
However, through "scientific and technological innovation", Jomu has recreated the "boundary" for the industry, opened up the "smart life industry" and launched a series of innovative products, such as biological intelligent urine testing machines, waterless flushing toilets, etcAt the launch of the 10 million sets of smart toilets and the awarding ceremony of the green and black light factory this year, Lin Xiaowei, president of the operation of JOMOO, released the "Digital Intelligence Strategy 5 of JOMOO Group".0", pointing out that the sanitary ware industry is entering a critical period of transformation and upgrading. This strategy focuses on the application of scenarios such as digital shower, digital toilet, digital beauty, digital physiotherapy, and digital drying, and develops household robots such as robot bathing machines, robot toilets, and robot cleaning machinesIn addition, the JOMOO Intelligent Household Robot Industrial Park project with a total investment of 5.8 billion yuan has been officially signed within the year.
Renderings of JOMOO Intelligent Household Robot Industrial Park.
It can be seen that the same is "scientific and technological innovation", but Jiumu can achieve "harmony and difference", while stabilizing the fundamentals, it can also recreate differentiation before the industry, which has also become a strong guarantee for Jiumu to continue to move forward.
In addition, the differentiation of Jomu is also reflected in marketing. During this year's Asian Games, Jomu Group Xiaomu Sanitary Ware became the official partner of the Chinese synchronized swimming team, which was the first "Double Olympic Marketing" in the industry, realizing a two-way rush of "technology and art", and was also regarded as a model of industry marketing.
In short, it is based on "insight", "proximity to user needs" and "innovation differentiation" that will firmly support the scientific and technological strategy of Jomu, and achieve the leading "trend". More importantly, the "science and technology strategy" is still being given a different "value" by them.
Armor technology, Jiumu "standardized" bathroom industry
In the past, the vast majority of consumer goods companies were product-centric, focusing on marketing and increasing revenueGrasp management, reduce costs, and pursue profit maximization. After that, it is necessary to increase investment and expand the scale, which are the traditional "selling thinking".
But in today's era, materials have long been overflowing, products are not scarce, and the operational thinking and logic of enterprises also need to change.
As a result, we can see that many companies are trying to adjust their direction with "technology and innovation" as the "rudder". However, their foothold has not changed, all kinds of innovation are still acting on the product, and they are essentially relying on "selling products". Of course, this is something new compared to the past, but it is not enough.
For example, why can Huawei's smartphones be different from the industry and go to the high-end market alone?It is because Huawei sells not only a mobile phone, but also brand value, service, and even national sentiment.
Looking at Jiumu, adhering to the strategy of science and technology to enhance the value of products, it has also done an upward extension. First of all, relying on the strategy of science and technology, it is proposed to build an aircraft carrier-level digital and intelligent innovative industrial cluster, so as to distinguish itself from the industry and take the lead in seizing the minds of consumers in "science and technology sanitary ware", which is to enhance brand valueThen, we will vigorously carry out social services and services for the elderly, such as jointly promoting the "Yellow Handrail Program", actively participating in disaster relief and disaster assistance, and unswervingly taking the road of green and high-quality development of science and technology, which is enhancing social valueAnother example is that digitalization accelerates the construction of the service system and opens up the last mile of bathroom services, which is to enhance the value of consumer experience.
There are so many of themJomu's "science and technology strategy" changes the operational thinking of the entire brandAnd not a separate link. By always adhering to the guidance of scientific and technological innovation and realizing industrial transformation and upgrading through digital transformation, JOMOO is truly practicing the new path of Chinese modernization of digital intelligent sanitary ware.
Therefore, it has also received high recognition from the industry. This year alone, JOMOO has won a number of authoritative awards, including "Top 500 Asian Brands", "2023 China's Best Customer Contact Center Award", JOMOO Yongchun 5G Smart Industrial Park was awarded "China Benchmark Smart Factory", and national "E-commerce Demonstration Enterprise".
As far as the entire bathroom industry is concerned, the "science and technology strategy" of Jiumu can be said to be a "standardization" of the industry. In the past, the bathroom industry knew to innovate and change, but it suffered from no direction and no goal, and now the success of Jiumu is equivalent to opening up a "template" for the industry for reference.
Summary
In the face of the upcoming 2024, the bathroom industry may also usher in a big change, for the brand that is still completely in the stage of selling, the development will become more and more limited in the long run, and how it will be eliminated in the end may not know it. As Lin Xiaofa, Secretary of the Party Committee and Chairman of JOMOO Group, said at the 2023 Marketing Conference of JOMOO, "The colder the winter, the more we must maintain the strength of the border, the more we must reserve strength, and we must unite as one, so that we can be invincible!."And make a "three-year plan, five-year goal, ten-year strategy" work deployment.
This seems to be just a strategy for Jiumu itself to cross the cold winter and formulate for long-termism, but in fact, it is also a kind of "reminder" of Jiumu to the industry. In particular, it is a Chinese sanitary ware company, which has not been precipitated for a long time and has a deep foundation, and should maintain a "cold winter consciousness" and practice "long-termism" in the face of competition in the global market.
Especially in the face of the trend of consumption upgrading, the ever-changing consumer market, the ever-changing technology, and the endless consumer demand, what kind of products, functions, and scenarios can better meet the needs of consumers?JOMOO may have created a benchmark sample for the bathroom industry.
All of this article is on the Internet.