The first-line home appliance market reproduces the "true and false" dispute

The real can't be fake, the fake can't be true. Today's home appliance industry, some enterprises and merchants, if you still want to continue to fool and deceive merchants and consumers, it is obviously "self-deception". However, there are still many manufacturers who always want to "speculate".

He Sheng || Writes

The dispute between true and false has once again been quietly staged in the first-line home appliance market in the past two years. What is different from the past is that this time the focus of the competition is no longer the technology and product, but the dispute between the brand and the solution.

From true and false high-end products, true and false high-end brands, to true and false set of home appliances, true and false intelligent whole house solutions... In the home appliance market in the past two years, with the changes in the content and theme of market competition, especially in the tide of consumption upgrading, the high-end boom of branding leverage, as well as the all-category, omni-channel set of home appliances and whole-house home appliances led by head enterprises have begun to land, which has finally triggered a series of new "true and false disputes".

Among them, the most representative is two pieces: one is the market identity competition around high-end brands; the other is the market cake competition around the set of home appliances. The former has become a zone where many small and medium-sized enterprises can also participate, and even some new enterprises that have just started a business and cross-border Internet companies want to "participate" and want to occupy the high-end; while the latter has become the main battlefield for many large and medium-sized enterprises, and the key point of their competition is not service, but technological innovation, consumption upgrading and user concept landing.

In recent years, with the high-end brands represented by Casarte in the Chinese market, they have taken the lead in grabbing the dividends of consumption upgrades, as well as the high-end share freed up by foreign brands or receding tide or leaving, thus becoming the new king of the high-end market. This also directly triggers the high-end complex of many home appliance companies, as well as some high-end speculation space. Either the launch of high-end series of products, or the launch of high-end sub-brands, trying to "share a piece of the pie" in this round of high-end consumption tide that is detonating.

What many consumers did not expect is that the cake of the high-end market has not yet become bigger, and peach picking, grabbing food, speculating, have arrived. Some enterprises in the development of the gene is a low-cost brand, although the claim that the Internet brand, but also the launch of high-end sub-brands, people are confused; some companies are for the fans and low-cost publicity, but suddenly declared to become a high-end brand, seeking domestic high-end first; and some companies are hidden, did not launch high-end brands, but launched the so-called high-end home appliances new products, trying to cross the brand directly with high-end products to grab the market cake.

In addition to a large number of home appliance companies to "pseudo-high-end brand" and "pseudo-high-end products" speculation, the home appliance circle noted that there are also channel providers from the first-line market also want to high-end "speculation", of which Red Star Macalline from the furniture hypermarket is trying to force the high-end home appliance retail market last year, and suddenly announced this year to become the first channel for high-end home appliances, but ignored that it is not a high-end seller in the minds of users, and it lacks the professional gene of home appliance management, that is, it wants to grab the cake of high-end retail by means of the home fire boom. The home appliances of the standard product are confused with the furniture of the non-standard product.

While the dispute between true and false high-end home appliance brands continues, the home appliance circle has noticed that in the past 2 years, the competition for "true and false set home appliances" in the first-line market has been equally lively, and even affects the development direction of market competition in the future. Because, based on the scene and the ecological system under the set of home appliances, or complete sets of home appliances, in the eyes of some home appliance imitators and speculators, it has become a "combined, patchwork" home appliances, is to sell more home appliances at one time, to achieve the "push high and sell fine" business transformation means, to the goal of forcing the means of change, but ignoring the original intention of the complete set of home appliances is based on technological innovation and consumption upgrades, to provide users with "one-step in place" solutions and value-added experience.

Some complete sets of home appliances of home appliance companies are in order to "catch the trend and sell more money", and they do not understand that the essence of the set is the creation of user demand, rather than the improvement of corporate profits. Therefore, in the market operation, after simply unifying the appearance design and color unified style, a bunch of home appliances that cannot be coordinated and do not match at all are sold together, and finally "trap the user" instead of serving the user.

There are also some home appliance companies set of home appliances, more direct and simple, play the game of building block assembly, the company's existing different home appliance categories, in order to set the direct pieces together, even functional collaboration, scene collaboration, and the value of the user's actual experience are not considered, it is completely to catch up with the "set of home appliances" This wind is speculating.

It can be seen that from the true and false inverter air conditioners, true and false smart TVs of that year, to the true and false 8K TVs and true and false fresh air conditioners of previous years, there are now a series of chaos in the first-line market such as true and false high-end brands, true and false sets of home appliances, true and false whole house intelligence, etc. In the view of the home appliance circle, multiple signals and directions such as market changes, consumption changes, and corporate face changes have been released.

First, for decades, the follow-up marketing and imitation strategies that a large number of home appliance manufacturers are accustomed to have not changed in the stage of the transformation of the industry from incremental to stock development. If this bad habit is not solved, it will affect the "long way" of many home appliance companies. Therefore, many home appliance manufacturers always complain that the market is not good, low prices can not sell goods, in essence, or their own products or operations, did not keep up with the pace of changes in user demand.

Second, the changes in the consumer market, the current trend and direction have been clear, but there are still many new technologies, new changes, new trends, need to be further cracked and explored. This requires encouraging the independent original spirit of home appliance manufacturers, otherwise there will never be a way out on the old road. Therefore, exploring a new way out is the need for industry upgrading, but also the necessity of user needs, and it is also the key point for enterprises to survive.

Third, the home appliance industry is in a round of sustained and rapid changes, in the face of change everyone must think clearly about one thing, that is, their own advantages and disadvantages, their own target market and target users, their own differentiated means and strategies. If you continue to be confused, blindly follow up imitation and participation, it will be difficult to survive. It will only fall into the mud pit of imitation and plagiarism.

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