Service, together with products, will become a new round of era cycle for home appliance manufacturers, as well as a "second pulse" for the next generation of mainstream consumer groups. If the product is a tool to attract the user's attention, then the service is the link that captures the user's heart.
Kong Yu |Written
The trend of free home appliance services is becoming more and more "terrifying" in the involution competition in the first-tier market in recent years.
From the ten-year free repair service for the whole machine or core components of major electrical appliances such as air conditioners and refrigerators, to the perennial launch of small household appliances and some major electrical appliances "365 days only replacement without repair" service policy, home appliance service commodities that were originally used as tools and means for manufacturers to make money have been reduced to gifts and first-class products, and have become "things that should be free" in the eyes of many families and users.
This is not only the "sorrow" of many home appliance service providers in the market, but also the "evil result" of the continuous involution of the market competition of home appliance manufacturers, in the short term, the trend of free home appliance services as commodities will not end, and there may be a new round of spread and expansion momentum under the leadership of some head home appliance companies. For example, it was originally only free content such as after-sales installation, commissioning, and maintenance of household appliances, but in the later stage, it will expand to free services such as pre-sales design, construction, and transformation.
But all families and users know in their hearts that the so-called free is nothing more than "wool out of sheep". Many home appliance manufacturers just calculate the cost of free services into the selling price of goods, and some home appliance manufacturers use marketing expenses to make up for the cost of free services. However, the "secondary damage" brought to users, the market and the industry by this opaque and first-class operation strategy is continuous and obvious.
First, for users, over the years, various household appliances services on the market have been charged indiscriminately, as well as minor illnesses and major repairs, and repairs without illnesses have emerged in an endless stream. It is precisely because of the free service that the normal income of home appliance service personnel is squeezed, and they have to find ways to generate income;
Second, for the industry, home appliance services were originally a completely commercial market, but now they have become a supporting gift for the home appliance industry, and have become a free product in the eyes of many users, with no independent pricing power and no room for innovative service content and means; For a long time, the service content, service means and service value of household appliances have fallen into a quagmire of stagnation.
Third, for the market, home appliance services and home appliance products are originally the two wings of the industry that promote and promote each other, especially the innovative service content and three-dimensional service system, which can empower products to bring more value and experience to users. The reality is that the value of home appliances is further lowered by free services, and even the meager operating profits of products are squeezed.
Surprisingly, the home appliance service industry is ushering in a new turnaround. From the policy level, the formation of the "pan-home industry" and the construction and integration of the large home furnishing ecosystem have been fully opened, and the service is expected to carry more commercial value and innovation momentum; From the market level, it is the arrival of the "user era", forcing home appliances, home furnishings and home decoration to be fully connected, and service is the only link and means; From the perspective of competition, the innovation of home appliances as hardware products has approached the "ceiling", and only through the innovation and empowerment of soft power such as services and content can more value be created.
Specific to the most profound link that home appliance manufacturers currently feel,That is, many "reinstallation" household appliances "trade-in" market activation,The service content of home appliance services、Service means,And response speed have put forward higher requirements,Many home appliance manufacturers have launched"3Hour new kitchen",It's not just about changing kitchen appliances but also about changing cabinets。
At the same time, many home appliance manufacturers launched the home appliance "send new and demolish the old" marketing activities, leaving a strong home appliance service system, can not land at all, new home appliances to the door to remove the old home appliances, this is no longer the traditional sense of installation and other after-sales service, but also need to test the home appliance service provider's transportation capacity, storage capacity, and waste household appliances ** resource pull-through ability.
In addition, as more and more home appliance manufacturers promote the entry of goods into the front channel, driven by home improvement companies, home appliances and home integration and scene customization, home appliance service personnel also need to have carpentry and other skills after the ability of hydropower transformation, these new requirements will give home appliance services greater commercial value.
It can be seen that in the tide of free home appliance services, more and more families and users have more and more demand for home appliance services, and the requirements for the content and means of home appliance services are also getting higher and higher. This is not only a challenge for home appliance manufacturers, but also an opportunity for home appliance service providers to turn over. It depends on how relevant manufacturers can "turn danger into relief" and take advantage of the trend in the new business journey starting from 2024.
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