In the process of scenario-based transformation of home appliances, home appliance companies and dealers should avoid two misunderstandings: First, scenario-based is not to let manufacturers sell more goods and make a lot of money by selling high-end goods;Second, scenario-based operation is not product thinking and enterprise thinking, but user thinking, so that the interests of users are maximized and user needs are met.
Ning Yan ||Written
It is not to immediately start the "scenario-based transformation" and embrace scenario-based marketing, home appliance companies and merchants can quickly sell high-end boutiques, sell package solutions, and make a lot of money!
In the view of the home appliance circle, in recent years, the scene-based marketing, scene-based experience, and the sales of home appliances and whole house appliances that have suddenly become popular in the home appliance industry, as well as the sales of home appliances and whole house appliances that have spawned by scenes, have rapidly expanded from white appliances dominated by air ice washing to kitchen appliances dominated by smoke stoves, and finally become the goal and direction pursued by mainstream home appliance enterprises and businesses.
However, in the process of "comprehensive scenario-based marketing and promotion" in the home appliance industry, there have been a lot of chaos: selling high-end and selling sets under the banner of scenario-based products is actually a typical product thinking, and I want to sell more high-profit products;Under the banner of transformation and change, fooling manufacturers into scenario-based marketing is actually still trapped in the old track of household appliances and unable to extricate themselves, unable to enter the user's home, and unable to win the trust of users.
The goal of scenario-based appliances is not to sell appliances as a set
The essence of home appliance scenarios is that powerful home appliance enterprises and businesses join forces to realize the one-stop customized solution of "hardware, software, content and service" under the needs of target users through "cross-industry, cross-category, and cross-process".
In fact, the scenario-based commercial landing of household appliances is the key, whether it is for the whole house decoration or partial transformation of the existing old users, or for the various needs of incremental new users, the essence is not simply to sell appliances and sell high-end household appliances, but to select household appliances after the home decoration in the past, and turn them into home decoration before the transformation of the home to intervene in advance, design, layout, planning and construction nodes and cycle connection, etc., to provide a complete set of services for home appliances, home furnishings and home decoration. It is necessary for home appliance companies to integrate the resources of dealers, and connect with the capabilities of service providers, and finally need to integrate home appliances with home decoration designers and home improvement construction teams across industries.
In other words, the scenario-based home appliance is not the current home appliance enterprises and merchants, **on**, offline physical stores, build a virtual experience store, live broadcast room, or offline entity transformation into an experience store, **You can change the past model of selling home appliances one by one, and enter the avenue of selling a room of household appliances. It is not to take advantage of the tide of scenario-based scenarios, only sell high-end home appliances, only sell high-quality home appliances, and only sell complete sets of appliances, but only pursue structural adjustment to increase profits, while ignoring the needs, interests and values that users are most concerned about.
For home appliance companies and businesses, it is to force traditional manufacturers to jump out of the track of the home appliance industry, actively embrace home users, and integrate home decoration and home resources to create new value and achieve a new money-making model, rather than simply and rudely making a lot of money.
The implementation of scenarios must go to product thinking
In the past 2 years, in the process of landing home appliance scenarios, the home appliance circle has seen that the home field is no longer in the home appliance industry and home appliance category, and the protagonist of the market competition is not home appliances and home decoration and home furnishing enterprises, and even the promoters need to be repositioned and searched.
Specifically, the original intention of home appliance scenarios is not to let home appliance enterprises and merchants find better commodity promotion models and means, but to truly solve the pain points and needs of users, and create the most urgently needed commodity services and content for users, so as to pull through more industries, platforms and resources, so that commercial interests and user interests can resonate and win-win.
At present, in the scenario-based commercial implementation of household appliances, it seems that the protagonist is still a household appliance company, which has been very active;In fact, it is a user, and without the demand of the user, it is impossible for home appliance companies to pull through the possibility of home decoration and home resources. Of course, the most important thing is that in the process of promoting the integration of home decoration and home appliances, the ultimate protagonist must be the user. After the changes in the user's needs, users' lifestyles and consumption concepts, manufacturers of home appliances, home decoration and home furnishings are forced to work together to promote the integration of complete and integrated product solutions, construction sequences and cycles, and cater to the changes in user needs through one-stop active collaboration, and integrate the business behaviors and business interests of different industries and businesses by market-oriented means.
In this round of scenario-based practice and exploration of home appliances, the home appliance circle believes that the biggest variable should be those home appliance marketing service business groups who dare to transform and change. It is foreseeable that from selling home appliance hardware to selling home furnishing scenario solutions, the operators who integrate home improvement and home appliance resources are definitely not many home appliance companies, but intelligent marketing service providers rooted in the local market. They should use their own comprehensive service capabilities and the nearest rapid response ability to users, horizontally integrate goods, services and other resources in various industries to help users achieve "one-stop scenario-based customization of one home".
Therefore, when many home appliance manufacturers are confused, entangled and anxious: the future survival and development of wireline channels and dealer groups, the answer is in their hearts and hands. That is, it is necessary to focus on users, based on the cooperation of marketing service capabilities, and then based on the differentiated and personalized needs of users, integrate goods, services and ecological resources from different fields such as home appliances, home furnishings, home decoration, etc., provide customized solutions, leave the trouble to themselves, bring convenience to users, and rely on user value to reconstruct the value of enterprises and businesses.
In the scenario-based future, manufacturers must have the courage to revolutionize themselves
For home appliance manufacturers, from the scenario-based transformation of program and marketing, they must jump out of and abandon the traditional track thinking and industry threshold, and establish a new user management logic and value system. This means that home appliance manufacturers should not always think that "the scenario of home appliances is the high-end, complete and high-profit sales of home appliances", but should consider the needs, value and interests of users, and provide them with not only products, but also services, experiences and unimaginable value.
For example, the large branding and high quality of home appliances and other products, as well as the in-depth experience of related scene solutions, as well as the integration and integration of set products and the overall coordination of decoration styles. In the end, the scenario-based home appliance is not a simple high-end product sales and systematization change, but also a systematic change in the business model and business means that home appliance enterprises and businesses must cooperate closely and comprehensively pull through, and it is also a rapid response battle that needs to directly hit the needs and pain points of users.
Therefore, in recent years, in the process of promoting the transformation of home appliances scenarios, relevant enterprises and businesses should not be in a hurry to sell goods and sell high-end goods to make a lot of money, but should focus on speeding up the connection and establishing a business system and operation mode for business users, and cultivate the market and educate users. Relevant manufacturers are clear: the complete set of home appliances under the scenario can be high-end or people-friendly, but it must ensure branding and quality.
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