The market business war in the new year is expected to be fully upgraded after the Spring Festival in the Year of the Dragon. The home appliance circle reminds that relevant manufacturers should be fully prepared to face the threshold from the three dimensions of "first-class products and channels", as well as the corresponding business pressure.
He Yang||Written
In 2024, the curtain of competition for the home appliance market has already begun, and many rounds of business wars for users and peers have begun, but Midea, Haier, Hisense, Gree, TCL, and major manufacturers such as Fotile, Boss, and Joyoung have not significantly upgraded and strengthened.
In this situation, the home appliance circle would like to remind relevant manufacturers: do not take it lightly! Compared with past years, this year's market business war will be more complex and changeable, and will face the positive impact of three business thresholds, namely, the operating cost of channels, the difficulty of customizing product scenarios, and the challenge of service content innovation.
It can be seen that among the above three thresholds, each is a "hard bone", each is a "necessary way", and each is also facing the danger and opportunity test of "uncertainty". However, the home appliance circle believes that the market operation of enterprises that break through these three thresholds will also stand at a new starting point.
Threshold 1: The cost of channel operation will be **
Under the tide of continuous fragmentation of household appliance retail channels, the channel operating costs of household appliance enterprises and merchants should theoretically be "steadily declining". The reality is that the retail channel is fragmented and spreading, but the channel discourse power is in the hands of a few merchants such as Alibaba, JD.com, Pinduoduo, Suning Tesco, etc., even if the regional channel stores scattered around the country are powerless to fight head-on.
At the same time, the fragmentation of home appliance retail channels, for manufacturers, although there are more shipping channels, there are not many valuable channels, and many channels have a very low "input-output ratio"; Moreover, the involution and competition between different channels will increase the operation and management costs of manufacturers, mainly due to internal friction; In addition, online**, live broadcast, as well as offline physical stores, communities**, etc., are facing a doubling of drainage costs at this stage, which are pushing up the channel marketing costs of the home appliance market.
At the inflection point of many home appliance enterprises and businesses adjusting their structure from the pursuit of quantity growth to profit growth, how to resolve the operating costs of channels, especially the pressure of the growth of drainage and customer acquisition costs? This is a must-answer question.
Threshold 2: It is difficult to customize the product scene
In the past 2 years, many home appliance companies have been promoting the shift from product hardware to complete sets of solutions, and even whole-house customization, and there is no problem in this direction. However, the biggest problem lies in how to land, how to make users agree, and how to make merchants respond and promote. Because this involves the cross-border integration of home appliances and home furnishings, it is also facing the overall coordination and integration docking with home decoration. These require home appliance manufacturers to work together to find a way out and direction.
From selling product hardware, to complete sets of solutions, scene customization, and even the whole house, for home appliance manufacturers, the old resources are no longer enough, and it is necessary to expand more circles of friends and industry circles, deal with home improvement companies, keep up with the product design style of the home furnishing industry, and evaluate and position the installation, design and construction of products, as well as the ability and level improvement of relevant service personnel.
It can be said that the transformation from products to solutions led by home appliance manufacturers, and the scene-based customization of products, is in the right direction and has a bright future, but the road to reality is tortuous. The landing needs to be phased and step-by-step, and it is necessary to jump out of the home appliance industry to embrace manufacturers in other industries to move forward together. This means that the operation of complete sets and plans is a new round of business model and business logic restart for home appliance manufacturers, and the road is difficult and difficult.
Threshold 3: There is too little innovation in service content
Extending the free repair period of products, or even "365 days to replace repair", this kind of service commitment is only a test of the quality control and financial strength of household appliance enterprises, and it is not essentially an innovation in service content. Next, what home appliance manufacturers need is three-dimensional innovation in service content and means that directly face users.
Whether it is the activation of the stock market, or the "demolition of the old and the delivery of the new" jointly promoted by manufacturers, or the grabbing of the incremental market, from the design, construction, and installation of one-stop one-stop enjoyment, it has put forward more requirements and challenges for the service capabilities, service levels, and service provider teams of home appliance manufacturers. In addition to product installation and maintenance services, home appliance manufacturers need to rely on service providers to find more and better service content and service items, so as to attract users' interest and improve user satisfaction.
The essence of home appliance service innovation is not to increase the expenses and costs of enterprises, nor to compress the income and profits of service providers, but to create more surprise experiences for users, and ultimately cultivate the habit of users willing to take the initiative to pay and buy for more home appliance innovation services.
Copyright Notice: Original in the home appliance circleUnauthorized articles**