Sticking to one acre and three points of land, the concept of being specialized and strong has fallen behind in this era, and it seems that the future development direction of the brand is to constantly break the circle and cross-border, and become bigger and stronger.
Recently, The Mofei brand under Xinbao officially entered the floor washing machine market and released a floor washing machine product with a price of 2699 yuan, which also announced that After Entering the kitchen appliances and living appliances, Mofei sharpened the knife and killed the floor washing machine market, opening up the exploration layout in the field of cleaning electrical appliances.
Joining the scrubber industry is both an opportunity and a challenge
According to the relevant data of Aowei Cloud Network, the sales of the scrubber industry increased from less than 100 million yuan in 2019 to 5.6 billion yuan in 2021, and it is expected that by 2023, its market size will reach 10.1 billion yuan, becoming one of the most prosperous home appliance categories.
All said: "Soldiers who do not want to be generals are not good soldiers", Mofei cross-border expansion of its own product categories, worry about the washing machine this piece of fragrant food, there is nothing wrong with it, but the key to the problem is: can Mofei continue the "explosive" model in the scrubbing machine market?
Here we have to mention the current situation of the scrubber market, the expansion of the scale of the scrubber market, followed by the addition of more brands, participating brands from the single digits in 2019 to 15 at the end of 2020, and now there are more than 30 brands, Mofei is just one of them.
It was late, and now there are signs that Mofei seems to have missed a good time.
From the perspective of brand pattern, the current scrubbing machine market presents a unique obvious situation, Andico is definitely a veritable overlord of the scrubber industry, and the dominant position is still increasing. It is understood that the online market share of the washing machine industry in 2020 is 67.87%, and by 2021, the online market share of Timco has reached 70%.
Mofei into the market is facing the situation, is to grab food from the "tiger's mouth", although Mofei as an Internet red brand has a wide range of mass base, but to challenge the industry big brother with a newcomer attitude, in the end it is not easy.
The product is insufficient and the experience is criticized
Of course, with Mofei's years of marketing and operation experience in small household appliances, it is not difficult to successfully have a name in the scrubbing machine industry, but to gain a firm foothold in the scrubbing machine market, the product force must be absolutely able to fight, and whether the product is good or not has become the key.
According to the official news of Mofei, unlike the gas and dust circulation scheme adopted by other washing machine brands, Mofei washing machine uses water and dust circulation technology, which is to use water as a carrier to adsorb garbage on the ground through the drum, combined with the water circulation inside the machine, scrape and clean the stains on the drum, and collect the sewage tank to achieve the effect of cleaning the ground, the product is mainly lightweight, low noise, long endurance and other functional highlights.
Dare to break through the gas and dust cycle monopoly of the scrubbing machine market, Mofei preemptively began to the water and dust circulation technology scrubbing machine products of large-scale production and sales of courage is commendable, but the problem is also equally obvious, because there is no sewage suction motor, the physical dynamic change has been taken to achieve garbage cleaning, resulting in water and dust circulation technology products in the cleaning ability, especially the ability to deal with large particles of garbage, inferior to the use of gas and dust circulation technology products.
That is to say, the main product selling points of Mofei scrubbing machines such as lightweight, low noise and long endurance are at the cost of slightly inferior cleaning ability, and there is no ideal "icing on the cake". From the perspective of consumers, the purchase of the scrubber first focuses on the cleaning ability, and then it is light and durable, and it is obvious that the Mofei scrubber has gone the wrong way from the beginning.
The lack of product strength of Mofei scrubbing machine is easy to experience in the user's use evaluation. In the user evaluation of an e-commerce platform, many consumers gave bad reviews because of the poor cleaning ability of the Mofei floor washer, and the user complained that "the most basic cleaning and cleaning cannot be done", "before and after sucking and leaking", and "evaluation pictures and videos were deleted by merchants" and other issues.
Internet celebrity brands are not many, and Mofei still needs to practice "internal" skills
At the level of brand marketing, Mofei proudly played the label of the British home appliance brand, and the foreign brand leaned over, which also added a bit of noble blood to Mofei, but what everyone didn't know was that the pusher behind Mofei's popularity was also attributed to the new treasure.
The story also dates back to 2013, when the Mofei brand just entered the Chinese market, Xinbao and Mofei reached a cooperative relationship, Xinbao is one of the brand agents of Mofei, because it is not clear how China's e-commerce plays, and it does not understand the preferences of young Chinese users, And Mofei's coffee machine, bread machine and other products have not set off half a wave in the Chinese market. Once the commercial stalls are spread, they all pay attention to the maximization of interests, their own operation is not good, you can sell the brand agency, find a new owner that is.
So Mofei and Xinbao reached a strategic cooperation agreement in 2017, and Xinbao won the exclusive agency right of Mofei in China, and assigned an independent team to take over the design and manufacture of Mofei's products in the Chinese market. In fact, to put it bluntly, the current Mofei is completely reborn, the brand from the design, production, sales, marketing are all made by New Baolai, is authentically made in China.
In this regard, some insiders believe that behind the operation of chinese manufacturing, Chinese technology, and Chinese products, completely packaged into foreign brands, in the final analysis, it is still a lazy shortcut at the business level, playing the identity of foreign brands, and quickly entering the market at the same time, it also disrupts the normal competition order of home appliances.
Although the brand is an indispensable existence in the competition of the home appliance market, if it is only to gild the brand, ignore the quality of the product, the time is long, the brand power is bound to be greatly affected, unfortunately, Mofei's "internal strength" is not solid enough, and the product is exposed to the scandal of unqualified spot checks.
In August 2021, according to the official website of the Beijing Municipal Market Supervision and Administration Bureau, the quality supervision and random inspection of small household appliances produced and sold in Beijing was carried out in accordance with the law, and it was found that 18 groups of small household appliances were unqualified, involving brands such as Aisda, Mofei, Sulan Electrical Appliances, etc., and the products had quality problems such as logos and descriptions, input power and current, power connection and external soft wire, and grounding measures.
Specifically, the nominal manufacturer is Guangdong Xinbao Electric Appliance Co., Ltd. and the nominal trademark is Morphy Richards portable juicer, which was judged unqualified due to the logo and description.
For Mofei, relying on the "aristocratic" pedigree of the British home appliance brand, Mofei's brand power in the home appliance market is still there, and the marketing ability is beyond doubt, in Kuaishou, Douyin, Xiaohongshu and even WeChat video number, we can easily find that life masters, technology enthusiasts and other "traffic" people share the evaluation, use experience, Amway teaching, etc. of Mofei products on these social platforms, which can help Mofei to a certain extent in the home appliance industry to quickly start.
With the help of brand power, marketing operation means to open the gap in the market, Mofei is obviously handy, but this is only the first step to success, whether the home appliance brand can withstand the test of consumers, in the end, it is still necessary to rely on product quality to fight the world, if the product force can not keep up, the fan conversion rate and repurchase rate brought by "traffic" will naturally not be guaranteed.
Brand development to survive, reclaiming new tracks is beyond reproach, as to whether it can subvert the existing pattern of the market, it is necessary to practice internal strength, product quality as the cornerstone, the use of experience to accumulate word of mouth, technological innovation to detonate new ignition points, unfortunately, at this stage of the Mofei scrubbing machine we can not expect more.