New situations require new moves, new thinking and new ways of playing. In 2024, under the new market environment, consumer demand and competitive landscape, the home appliance circle believes that many home appliance manufacturers cannot be idle during the Spring Festival of the Year of the Dragon. Whether it is the management of the enterprise or the boss of the business, they need to use the rare free time to do three things well.
Wen Jian||Written
The holiday atmosphere of the Spring Festival in the Year of the Dragon, compared with previous years, has been opened in advance. Especially in this year's market environment and consumption atmosphere, many home appliance companies and businesses have generally appeared "early holiday" action. The common mentality of everyone is: if you have money or not, go home for the New Year and relax.
At this moment, in 2023, which is far busier than 2021 and 2022, home appliance manufacturers have a holiday in advance and relax, which is understandable. After all, the initiative to close the fist in the special period is also to better attack, which is also the logic of "sharpening the knife and not cutting wood".
However, in this relatively abundant holiday, the heads of many home appliance manufacturers are "not idle". In this regard, the home appliance circle believes that the middle and senior management of many "want to do and make a difference" of home appliance enterprises and businesses, especially the business executives facing the first-line market, cannot be idle for a moment. In the face of a more challenging year 2024, many home appliance people can not simply "do what the leader asks them to do, and what they ask from above", but "adapt measures to local conditions and take the initiative to think about how to achieve achievements and characteristics".
Specifically, the home appliance circle believes that many home appliance people from home appliance companies and businesses during the Spring Festival holiday should do three things: reflect on the shortcomings of the operation (meditation), review the gains and losses of the market (summary), embrace the changes of the times (learning), and finally find the means and path to directly manage users.
Reflect on the shortcomings of management
For home appliance people, this matter is very important and critical, that is, it is necessary to check the business ability and level of the enterprise as soon as possible through the continuous review of market competition and business operation in recent years, and make up for the shortcomings;
Business reflection mainly includes two levels: one is to check the company's own gains and losses, focusing on the details and angles of the lack of capabilities; The other is to compare and learn from the innovative models and excellent experience of peers, and find directions that can be used for reference and reference, of course, not simple imitation and plagiarism;
Household appliances people must know: the essence of checking and filling gaps is to "avoid shortcomings" rather than promote strengths, and improve the internal competitiveness of enterprises. In the economic and social environment of the past few years, the most important thing that enterprises should learn is to make up for their shortcomings, and to enhance and improve their weakest capabilities, so as to solve the problem of improving the quality of operation and improving quality and efficiency.
In this process, home appliance people should not always be in a hurry to improve their strengths, but to make up for the lack of ability. Especially in manufacturing, user marketing, and channel distribution and other links, many home appliance manufacturers generally have room for improvement and improvement, which can at least bring a point of net profit improvement for enterprises.
Review the gains and losses of the market
Market changes are always unexpected, uncertain but "traceable". Therefore, maintaining a high degree of sensitivity to the market and accurate insight into the excellent peers in the market will be the most urgent and urgent work for many home appliance people.
After all, the changes in the current market have far exceeded the traditional experience and business style of many home appliance manufacturers, and they must start from scratch and adapt to the new competition pattern brought by "new market, new consumption, and new categories". In particular, the changes from user needs and the grasp of the main business categories can open up the "two pulses" of market operation and grasp the initiative of market competition.
For example, new consumption such as dishwashers, floor scrubbers, and washing and drying sets has been very popular in recent years. There are many home appliance manufacturers who can see the trend, but there are not many manufacturers who can grab the new consumption cake. The reason is that the consumption of these new categories is detonated, and users not only pay attention to the best of the product, but also the brand, as well as the design, construction and installation, and even include the level of supporting services such as dismantling the old and installing the new.
In the face of new changes in demand in the current market and the continuous involution of competition, there are also new categories, new businesses and new businesses brought about by the upgrading of user quality. The grasp of these opportunities requires home appliance people to be sensitive to the market at all times, as well as the ability to quickly implement marketing services.
Embrace the changing times
A new era is "ready to break out of the cocoon", but the dark night before dawn is a long torment and waiting. The only way out of this dilemma is to learn and take the initiative to embrace this fast-changing era. This is also the biggest driving force for the rise of China's home appliance industry in the past 30 years or so, among the strong global rivals, is to be good at learning and maintaining the same frequency resonance with the times.
Take the initiative to embrace these changing times, rather than wait and see. This is the high-quality ability of major manufacturers in China's home appliance industry, and what is reflected behind it is the excellent and strong active learning ability of Chinese enterprises. The content involved is actually very simple, that is, the connection between pragmatism and long-termism. The former is the tricks and methods to sell goods and ship in the short term, and the latter is the continuous investment to win the user's reputation and reputation. The specific means is that manufacturers should find ways to establish a scientific and profitable service team and system for users.
Because service is the only means for all home appliance companies and merchants to win users next. Price reduction**, etc., is only a temporary effect improvement, only continuous service investment and pay, in order to win the trust of users. Of course, the service faced by many home appliance manufacturers is not a simple after-sales repair, installation and maintenance, but a quick meeting of various needs of users and real-time guarantee.
Only by maintaining a high degree of sensitivity to the times, maintaining the ability to learn quickly about business, and maintaining the insight ability of excellent peers, can we finally find the direction of our own market competition and build our core products to participate in market competition, so as to establish eternal competitiveness in the changing times.
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