The next four priorities of home appliance manufacturers
In everything we do, we must be prepared. The key to the operation of household appliance manufacturers in the next stage is actually two directions: gathering users for the market and insight into demand business segmentation.
Someone in the industry said to the household appliance industry recently that in the face of the changing market competition, user demand and consumption pattern in 2023, household appliance manufacturers must focus on the different needs of user groups, fully grasp the changing market and do four jobs well.
1 work center
In an era full of uncertainty, for household appliance manufacturers, there is only one certainty, that is, user demand is relatively stable and reliable.
Users are the focus of all business work of home appliance manufacturers in 2023. However, many manufacturers do not know what to do for users. They still use the traditional three board axe of "price reduction, promotion and deception", which naturally has little effect.
To put it simply, facing users, the work of home appliance manufacturers should be divided into three levels: first, insight into what users want, that is, interests; Second, find out where users are and what they want to buy, that is, consumption mode and hot spots; Third, master how to catch users and attract them, that is, the conversion rate of a foot in the door.
Users are simple and complex, which is the aspiration of many home appliance manufacturers. Just like "it is easy to do a good thing, but it is not easy to do a good thing all your life", the key to sustainable operation for users is to form an internal organizational structure, business means and development philosophy of "systematization, institutionalization and long-term" for household appliance manufacturers.
4 priorities
Facing the market operation of users, it has always been a myriad of things for home appliance manufacturers, but there are also priorities and directions.
First, the main business axis should be adjusted. The market shipment scale is no longer necessary to pursue, nor is it blindly pursued. Of course, this sentence should be viewed in two dimensions: 1. This is not for all manufacturers. For example, for the leading manufacturers in the industry, scale is still the foundation and prerequisite, so they will further encroach on the share of small and medium-sized peers; 2. This is not an absolute trend, but a reminder to all manufacturers that they must find the thickness and width of their business beyond the business scale. In short, it is "the money made by selling 100 products in the past will be made by selling 50 or even 10 products in the future". However, from the perspective of the household appliance industry, one thing is absolute: the era of blind pursuit of scale by household appliance manufacturers must end.
Second, business ideas should be refreshed. From the perspective of social economy, the uncertainty of income is inevitable, and the demotion of consumption is also a general trend. Not only for the durable consumer goods such as household appliances, but also for the fast moving consumer goods. It is no accident that Pinduoduo's current user activity continues to rise. Similarly, the update cycle of mobile phones has been extended from more than one year to more than two years or even longer in the last two years. Therefore, many home appliance manufacturers should not be confused by the phenomenon of temporary false dealers or fleeing merchants and platform merchants eating, and make wrong optimistic predictions about the market trend; We must soberly find a new business balance between scale and profit, and not simply high-end, nor blindly low-cost.
Third, service objects should be layered. Home appliance manufacturers are now promoting the transformation to operate users, especially to do a good job of user service, introduce more valuable service content, and provide service items or special services that make users satisfied or even moved. However, this kind of home appliance service is not simply free, nor is it all inclusive, but should be layered. To put it simply, a good service with value must first focus on demand innovation for high-end people, then on middle class people, and then focus on products with reliable quality and competitive price for low-end low-cost users. Only when the service objects are clearly layered and valuable services are provided for value users, can the corresponding returns be obtained.
Fourth, the product strategy should be innovative. The goal of product innovation is to attract users. Today, the main user group of household appliances consumption shows a fission in all directions. There are obvious differences in age, economic income, aesthetics and other aspects. At the same time, there is a new and old user demand of "stock market and incremental market". To be specific, home appliance manufacturers are concerned with how to find their consumption pain points and desires, decompose their different ideas and activate the corresponding purchasing power for new users of the "young generation" and old users who have enjoyed a round of market and policy dividends. At the same time, for middle class and high-end users, how to layout and grab. These should be systematically sorted out and broken down one by one. It can be said that household appliance manufacturers have heavy tasks and great pressure.
The next first tier market is good or bad, and the mainstream consumer demand is strong or weak. It is important but not important for household appliance manufacturers. Because, even if the market goes down, if the appliance manufacturers can find their target users, play their own business rhythm and jump out of the traditional blind scale expansion, they can still go up against the trend.
