On the eighth day of the first lunar month, the national statutory holiday has not yet ended, and the home appliance circle has learned that many white electricity companies based on air conditioners, refrigerators, and washing machines have started the start of the 2024 peak season market, but there is a lack of more new content, new means and new ways to play. And for good reason.
Ning Yan ||Written
A few days earlier than expected.
On the eighth day of the first lunar month, although many home appliance companies have not yet started, the home appliance circle has noticed that the salesmen and dealers of some home appliance companies have already "started work in advance". The highlight is the launch of the 2024 home appliance peak season market and the mobilization meeting, and major home appliance companies will sharpen their knives and accumulate strength for the next peak season market "Fire March" and "Red April".
In the past 5 years, after the Spring Festival holiday every year, home appliance companies based on white electricity will quickly start a round of peak season mobilization meetings for channel dealers and marketing teams, the logic of the peak season war is very simple, that is, to clarify the monthly shipping task, clarify the weekly promotion plan, and publicize the phased activity content and policy resources, so as to realize the "one call and one hundred responses" of enterprises and merchants in the first-line market.
Compared with previous years, after the Spring Festival this year, the peak season market mobilization meeting of household appliance enterprises, the home appliance circle was informed that there was no major change in the relevant content, but the core goal of the factory was clearer, the market resources were more concentrated, and the goal of focusing on the market was more accurate and direct, which was to strengthen and highlight the direct cooperation of the sinking market and terminal merchants, and close to the user's "on-site lock, rapid shipment", and shorten the introduction period and precipitation period.
Specifically: first, it will continue to be dominated by the air conditioning category, but it will be integrated into categories such as refrigerators and washing machines, as well as household appliances and other categories, which should be hoped for the integrated launch of large white appliances and promote the market shipment of complete sets of products; Second, the detonation means mainly rely on the best profits, but the focus is on the stock market, the means focus on the "old for new subsidies" and "waste household appliances subsidies", with free repair services and replacement repair services, the only bright spot is to strengthen the complete set, the purchase of greater profits; Third, although the goal of the market detonation in the peak season of enterprises is still to seize the pressure of the channel, the overall operation has changed from the absorption and shipment of merchants to the terminal building and selling with merchants.
Judging from the feedback from many channel dealers, the home appliance circle has learned that the operating pressure of major home appliance enterprises is still large this year, and the task requirements for channel merchants and terminal stores are more direct, which is to highlight a key word: dynamic sales. The business idea is more pragmatic and clear, cutting off all ineffective channels and low-quality channels, shrinking all valueless inputs and resources, and emphasizing the output ratio and rate of return for the investment of first-class resources.
In terms of business strategy, the leading home appliance companies in the market have not yet made it clear that they want to "grab orders at all costs", nor have they clearly stated that they will immediately start a round of first-class war, but they still focus on high-end boutiques, as well as the market and promotion of complete sets of solutions, hoping to pull the upgrading of product structure and cater to the trend of upgrading the demand for new products. It can be seen that although the overall demand for household appliances is weak, and the pressure on the large-scale operation of related enterprises is not reduced, the business focus of major enterprises is still to focus on high-quality development and profit under the product adjustment structure.
In this situation, some dealers speculate that it is expected that in late March, or early April, the war of big brands in the home appliance industry will be fully burned, and the intensity will not necessarily exceed imagination, but it will definitely squeeze the market space and advantages of small and medium-sized brands. In response to the snatching of the trade-in market, the above-mentioned home appliance dealers said that they could not only unilaterally differentiate boutiques and solutions, but also need a combination of competitive and rapid response service capabilities.
Of course, in the face of the uncertainty that continues to be full of the first-line market, for many home appliance manufacturers, it is very clear in their hearts: the only constant is change, and there is great uncertainty in the emergence of many sudden business opportunities, and it is not excluded that new business opportunities will appear in the market in 2024. However, no matter who comes first in variables and opportunities, only by making full preparations can relevant manufacturers grab the sudden market cake. Just like the cold winter market that has basically ended, the market of heating appliances is not as good as expected, and the sudden cold wave and high temperature weather in many places are as difficult to grasp, and relevant manufacturers can only passively take action.
It is said that "everything is difficult at the beginning". For the competition for the home appliance market in 2024, although the expectations of relevant enterprises and businesses are generally lowered and the pressure is not reduced, the overall attitude and actions still show a proactive attitude. At the same time, the market did not appear at the beginning of the "big moves, fierce moves and ruthless moves" situation, the relevant large enterprises still adhere to the inertia of market management, strengthen the business rhythm of joint creation of manufacturers.
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