Service, in recent years, has been used by many home appliance companies as a marketing means and a gift, and manufacturers are not profitable; However, in the hands of a small number of home appliance companies, service is a wealth opportunity to create profits and value.
Zhou Jian||Written
With the continuous help of the new consumption tide of household appliances, the home appliance circle has learned that home appliance services have long been not only used by home appliance companies for first-class gifts and marketing means, but are becoming a business breakthrough for home appliance manufacturers to "make more money" and users to "be very satisfied".
The biggest variable is a round of new consumption of household appliances from the mainstream group. Although, many home appliance manufacturers have felt the downturn in the market, the decline in demand, and the impact and suppression of competition; However, for many families and users, they are looking for higher quality products and experiences, as well as more convenient and comfortable lifestyles and styles. As a result, a large number of new consumption of household appliances have been driven by the "tide surge".
The most representative is the sales of household air conditioners, built-in refrigerators, washing and drying sets, and sweeping robots with base stations, integrated cooking centers, smoke stove washing sets and other categories, which have become the main force in this round of new consumption of household appliances. On the one hand, with a new product structure and functional positioning, it has attracted the favor of many young mainstream user groups, and the quality stability of the product itself has become the key; On the other hand, these categories belong to typical "service-oriented" products, and even need to provide cross-border design and construction services such as cabinets and balconies, which are highly dependent on the comprehensive service level of merchants.
At present, the service demands and content focusing on the new consumption of household appliances are not only the after-sales nature of simple product door-to-door installation, nor are they just home appliance services including design and construction, but also cross-border home furnishing and home improvement services. In the view of the home appliance circle, this is no longer just a simple home appliance industry "pre-sale, sale, after-sale" large service system pull through, but based on the home appliance industry, take the initiative to integrate the cross-border service capabilities of home furnishing and home decoration and the reengineering of content.
For home appliance manufacturers, the cross-border comprehensive service that has emerged with the new consumption of home appliances can be said to be "a matter of course", and it is also the key point and breakthrough point of the transformation of "from selling products to selling services" that home appliance manufacturers have been looking forward to for many years.
First, under the homogenization of household appliances and the continuous involution of marketing and marketing, only heavier assets and means can constitute the competitive threshold and moat of major household appliance manufacturers. The essence of cross-border services is that home appliance companies have joined hands with businesses to establish a "relatively asset-heavy after-sales service system and team" in the local area, which can better focus on users and families and provide the services they need: not only the installation and design of home appliances, but also the integrated installation of home appliances and home furnishings, as well as the decoration of local home transformation. This kind of service is not only cumbersome, but also full of time constraints, and related to the user's experience and goodwill, but it is also easy to build feelings and trust with the user.
In fact, over the years, many home appliance manufacturers have cut prices at every turn, sacrificing profits to grab the market, and are unwilling to establish a relatively complete and reliable after-sales service team. Because the former is a "one-sentence" thing, the latter needs to continue to invest a lot of manpower, material and financial resources, and in the short term, it will also face business challenges such as loss or lack of profit.
Second, compared with the large-scale standardized production of household appliances, as well as the unification and standardization of household appliance installation and maintenance services, the current focus on the local transformation of multiple scenarios of the family, or new installation, cross-border comprehensive services are completely "one family one demand, one scene one plan", which requires the individual of the service team to have rich experience, and the merchant platform must also have rich cross-border resource integration capabilities, otherwise users will fall into "looking for home appliance companies for a while, home furnishing companies for a while, and home improvement workers for a while" The troubles are in the quagmire, quite painful.
In this situation, the opportunity for home appliance manufacturers to make a lot of money from their services is hidden in the business reform of "leaving problems and troubles to enterprises and bringing convenience and comfort to users". Therefore, the most important thing that home appliance dealers in the market need to do at this time is to speed up the docking with home furnishing business resources, pull through the construction team of home improvement companies, and then train the home appliance service team to have "hydropower transformation foundation", but also know carpentry and other skills, so that you can "take more work and make more money".
Third, behind the rise of new consumption of household appliances, there is a typical userism landing and market detonation. This also means that more and more users are beginning to customize the life, lifestyle and scene they want, and at the same time, the demands for home appliances are not only products and services, but also based on the ecology and experience in the process of using the product. That is to say, in the future, the mainstream consumption of users will not go to home appliance stores to buy appliances, they may be in home improvement companies, or in some scene experience stores, or recommended by relatives and friends around them, to renovate or decorate the house to get all home appliances in one step, or scene customization, or complete set customization of the whole house.
Therefore, in the future, the retail channels of home appliance companies will no longer be a single Jingdong, Tmall offline and online stores, or Haier, Midea and other brand stores, ** but a huge number of users. Hidden in the user's life, work in the two main scenes of family and friends, professional circles, classmates, interest circles and other circles, the only grasp is no longer the brand, but with a fully customized comprehensive service ability, to achieve the conquest of user trust, and through the spread and expansion of word-of-mouth effect. Therefore, the future of home appliances and home furnishings must be "service as a channel, experience as marketing, trust as wealth".
Copyright Notice: Original in the home appliance circleUnauthorized articles**