Multiple invisible thresholds appear in the upgrading of household appliances consumption
The home appliance market has always been open, but this does not mean that there is no threshold for competition in the home appliance industry. On the contrary, in the new round of consumption upgrading channel of the home appliance market, the home appliance industry has found that there are many invisible thresholds in the market. Many manufacturers cannot see them, but they can encounter resistance in market operation and competition.
What are the "invisible thresholds" in the consumption upgrading channel of the home appliance market? How should many home appliance manufacturers resolve? The home appliance industry believes that there are two major characteristics of the invisible threshold. One is that it is not easy to see and find and make preparations in advance. It can only be encountered and faced directly in the process of market operation and user grabbing; The other is that the invisible threshold changes quickly and has many variables, so manufacturers can only improvise and can hardly anticipate, so they must improve their ability to "adapt".
Threshold I: price and brand
Users care about the price, pay attention to the price, and always prefer price concessions, which can "take advantage of a lot". However, users actually pay more attention to the brand and the quality, service and experience behind the brand. At present, users' attitudes towards product prices and brands continue to change dynamically, becoming the "invisible threshold" for many manufacturers to participate in competition and share grabbing in the first-line market.
In the first tier market, users have always had a "left and right" choice for the price and brand of household appliances. To put it simply, while believing in the commercial iron rule of "one price, one goods", we hope that big brands can reduce their prices to take advantage.
As a result, there has been a "strange phenomenon" in the home appliance market in the last 20 years that has not been completely eradicated for many years, that is, a large number of "fake foreign devils and big money" home appliances have been emerging in the upper market. Although many users know that they are counterfeit products of big brands and foreign brands, they are cheap, and there is certainly a market.
How to solve the user's choice contradiction and psychology between big household appliance brands and low prices? In the home appliance industry, Haier, Midea, Hisense and other enterprises have tried to find a new turning point between brand and price in recent years by introducing high-end new brands, or young brands, Internet brands and other ways.
Threshold II: products and services
Users have requirements on brand and price of household appliances, which is the threshold on the surface; However, there are many personalized demands and differentiated requirements for the services of home appliance manufacturers, which is the invisible threshold. In the channel of consumption upgrading, users' greatest requirements for home appliance manufacturers are not only good product performance and high quality, but also diversity and richness of service levels. Of course, good service is not free service, but valuable return and experience.
Under the tide of comprehensive homogenization of products, marketing and prices in the household appliance industry, the service capabilities of different household appliance enterprises and channel merchants are becoming a new breakthrough and a new starting point for market competition. To put it simply, because the particularity, regionality and subjective experience of the service are difficult to completely imitate and copy, it can only be the standardization of the process and management, so the subjectivity and execution ability of the manufacturer's service personnel in the implementation process is the key.
Focus on the service of home appliances. What the home appliance manufacturers need to solve is not the installation, design, construction and other services of home appliances, but also the design, construction and other active services of the integration of home appliances and home decoration. This requires home appliance enterprises and businesses to "adapt to local conditions" and "vary from person to person", establish a dynamic, real-time and changeable service team, and break through and create multi-dimensional breakthroughs from service awareness, service capabilities, service standards, etc.
Threshold 3: Marketing and experience
If we say, the number and quality of retail outlets has always been the barrier to the operating performance of household appliance manufacturers; Then, the user oriented marketing and experience ability of a single retail outlet will be a barrier that will affect the operating ability of household appliance manufacturers for many years to come. Whether it's pushing up sales of refined products, or suite scheme and whole house intelligence, it tests the marketing ability of home appliance manufacturers and the ability to experience user oriented scenarios.
Scene experience can not be solved simply by building some super experience stores and smart life halls. First, it involves the team marketing capacity building of manufacturers in the experience store, and second, it involves the construction of the service experience system in the whole process of design, installation, construction, etc. for user families. This belongs to the "soft power" of home appliance manufacturers, and is also the "real effort" to seize users in the terminal market in the future.
The building of this capability and the improvement of the level of household appliance manufacturers can not be achieved with a temporary investment, nor can they solve the problem in a year or two. They must invest and develop persistently and continuously to build a new way of marketing and experience.
