This is a very valuable category, and it can also win the deep recognition of a group of user groups, but this is not a blue ocean market that belongs to the washing machine industry and all enterprises. The packaged sales of washing machines and dryers should not only rob the one-step life of new users, but also consider the supplementary consumption of existing users.
He Yang||Written
Washing and drying sets, in recent years, the development speed in the first-line market is very fast, user demand is very strong, almost all first- and second-tier enterprises, and even a little strength of small and medium-sized enterprises, are launching the category of washing and drying sets: internal adjustment structure, external users. This is a rare good trend and a good phenomenon in the home appliance industry.
However, in recent years, the development of the first-line market, as well as the feedback of major users, the washing and drying set only belongs to a few enterprises and brands, and cannot become a new commercial blue ocean for the entire washing machine industry. The reason is very simple, ** will have an effect on the growth of the volume of washing and drying sets, only the low price can not activate the user's desire.
First, the washing and drying set is not a new category, but a combination of drum washing machine and dryer, which belongs to a series with high technical and quality thresholds in the washing machine industry; Second, the promotion of washing and drying sets as a set of products requires the professional ability of sales staff, and it also needs to match the environment such as the balcony scene of the user's home; Third, the washing and drying set is not only related to product quality, but also involves the quality of after-sales service, especially for the installation of household appliances for service personnel, cabinet transformation, and water and electricity construction capabilities.
Therefore, in recent years, although in the first-tier home appliance market, the washing and drying set is very lively, many young generation users have begun to plant grass dryer products, and the market coverage has also expanded rapidly from the first and second-tier cities to the third- and fourth-tier county and town markets. However, the bitterness and truth that some washing machine manufacturers have not said to the outside world are:
First of all, the washing and drying set is not a single product thinking of a drum or a fluctuating washing machine, and it is impossible to increase the volume of the global market, which is essentially a layered product, and it is also a category for many manufacturers to "adjust the structure and increase profits" in the washing machine market. Secondly, in the short and medium term, dryers will not be as market-oriented as washing machines, and they are only limited to the deep cultivation of some groups of people and some markets; Moreover, the essence of the washing and drying set is a heavy installation, heavy service, non-standard category, for home appliance manufacturers must focus on expanding home improvement channels and home furnishing market, rather than continuing to promote according to the logic of drum washing machines.
From the perspective of the market, the washing and drying set still belongs to a mid-to-high-end category, because of the company's product positioning and market pricing, it is not in a round of low-price popularization and volume. Moreover, the home appliance circle believes that the target group covered by this type of product is the user group who pursues quality life and wants to establish a new lifestyle. Therefore, the product will not be excessively low, and there may be some popular sets in the future, but the excessively low price is not conducive to the product reputation and user experience of the washing and drying set.
Even if the dryer is sold as a single category, it is not simply a price reduction and low price to drive the rapid popularity of the market, because the functional value of its products also needs to match the needs of users; It is necessary to cultivate the user's sense of experience first through high quality and differentiation. Therefore, what a certain amount of product profit brings to home appliance enterprises and businesses is that they can promote the sustainable operation of products more carefully and calmly. When relevant washing machine companies focus on the promotion of dryer categories, they pay special attention to "not being able to scale up and not increase the amount, and the profit bullet will be lost first".
From the user's point of view, the washing and drying set is mainly promoted in the form of "suit" at this stage, which has high requirements for the user's home scene and space. Among them, for newly decorated families, it is necessary to communicate with the home decoration designer in advance to form directional suggestions for home decoration; At the same time, it is also necessary to plant grass for users daily and build their cultivation of their demand for washing and drying sets; In addition, for the renewal of existing households, it is necessary to have the service ability to help users renovate balconies and other spaces, as well as water and electricity renovation for different family environments. From this point of view, the washing and drying set should not only be a simple price reduction to grab the market, but also should have a more detailed and perfect marketing service ability.
The washing and drying set is just an attempt for the current home appliance companies and businesses to jointly explore the non-standard market and develop the pre-installation channel. In the view of the home appliance circle, its essence is not only a set of products, but also a platform covering "product quality, marketing capabilities, service capabilities" and other software and hardware strength, the ultimate test is that home appliance enterprises and businesses work together to deepen the market, the synergy of users, combat effectiveness and staying power.
Therefore, for home appliance companies, for many non-standard household appliance categories, for the deep cultivation of pre-installation channels such as decoration companies, do not blindly take the low ** detonation, take large-scale expansion as the ability, or spend more time to cultivate users, guide businesses, improve service capabilities and other basic work.
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