With the continuous development of the Internet and the rise of online e-commerce platforms, various industries have ushered in a big impact, especially the home appliance industry, which is more dependent on offline, and is squeezed by the upper torrent to survive in the cracks. The sales of electric water heaters are not optimistic, low-end sales can not move, high-end can not sell. Offline water heater dealers are complaining: "The current market does not leave a way for people to live." "What is the reason for this situation?
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(1) The price of e-commerce platforms is low
In recent years, with the rise of the Internet, e-commerce platforms have been loved by young people for their low cost, wide coverage and convenient and fast advantages. Indeed, in the competition of the low-end market, network operators with lower operating costs often occupy a greater advantage. In the price war, offline dealers will never be able to beat online operators. In the price area, we firmly grasp the psychological advantage of consumers pursuing "low price".
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In the case of equal quality, everyone tends to choose an online platform with a lower price. The most frightening thing is that under the psychological hint that things are still cheap online, people will gradually lose confidence in offline stores and buy online without thinking. As a result, a vicious circle is formed.
So in the consumer population, what customers are the electric water heaters mainly facing? Customers who live in the unit building, so who lives in the unit building? The answer is simple, young people. What is the general income of young people? According to the China Youth Development Report, more than 60% of young people earn less than 5,000 yuan a month, but their monthly expenditure exceeds half of their wages. What this means is that young people can't earn money and can't save money. And such expensive home appliances, of course, the cheaper the better.
(2) Information is opaque
Even if that is not the case, what are young people after? Convenient and fast or price optimization under the same conditions. In today's information explosion, how to filter and filter out unnecessary information, the network or big data can be easily done, and these are all offline dealers can not do.
Online shopping, customers have achieved "stay at home" can visit the entire mall, buy products, not to mention home delivery and door-to-door installation of this reason will not refuse. It can be said that the online store helps customers avoid walking a lot of roads, so that everything is transparent and clear, and we no longer have to be tired and breathlessly "shop around".
(3) It is difficult to make breakthroughs in technology
It is reasonable to say that the low-end market is occupied, it should turn to the high-end market, how can the high-end market not work? After all, I have never seen any famous brand that cannot go out of business because of the online market. But is the high-end market really that good? First of all, the breakthrough of technology has become a problem, after all, the price increase, the product can not be sold.
But the research and development of new technologies requires a lot of money from enterprises, and those small enterprises cannot bear such a large risk and cost, and the research and development of large enterprises also needs a certain amount of time. Then in this time period, either successful transformation or successful death. The past of an old era often requires countless people to pay the price of blood and tears in order to usher in the dawn of a new world.
Faced with such a situation, can the dealers of electric water heaters only let them develop, be overwhelmed by the tide of the times, and thus die safely? In such a desperate situation, is there no life? No, God has closed a door for people, which will inevitably leave a window for people, and innovative development is the only way out for the development of the home appliance industry. So how can you find your own advantages and then develop?
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(1) Adhere to the high-end road of innovation and research and development
In the era when technology is king, only by having its own core technology can we not be eliminated by this era. Huawei spends tens of billions of dollars every year on technology research and development, just to develop its own core technology, not to be clamped down by anyone or anything, and now Huawei is at the forefront of China's mobile phone brand. If you want your company to develop faster than others, the research and development of the core technology of your water heater must be in the forefront. For example, how to make your water heat up faster than others, how to make your products more energy-saving, and how to extend the life of your water heater. This is all something that can be studied and created.
As long as you have your own core technology, are your high-end products still afraid of not being able to sell? As long as there are no people, I have, people have, I am excellent, your products will only be in short supply. I believe that there is no shortage of rich people in China, and there is no shortage of rich people in the world.
(2) Improve the quality of product services
Now I would like to ask you a question: What are the advantages of offline products over online products? I thought about it for a long time, probably the service of offline stores! But offline dealers don't seem to see service as one of the strengths they can shape, or even pay attention to it.
In fact, for our users, after-sales service is even more important than the product itself, especially the products such as home appliances, which may be purchased back, there will be operational problems or some small troubles. At this time, good after-sales service is like a sweet spring moisturizing people's hearts, making people have a good impression of the product. Just like people eat Haidilao, they don't eat its taste, but eat its service.
Offline services are more timely than online services. For example, if the customer's water heater is broken in the shelf life, we will repair it in time. Instead of online services, it depends on whether there is a service point in the city, and how far the service point is from where you are. Compared with online, that kind of mechanized and unified service, what our offline dealerships need to do is more warm and more humanized service.
(3) Develop online sales channels
As the saying goes, "If you can't beat them, join them." "I have to say that online sales have ushered in a new era. Open a store online, your store's sales scope can cover the whole country or even the world, and open a store offline, your coverage is at most the city. Offline dealers can also "take its essence", open an online sales platform, broaden their sales channels, and adopt the method of small profits and high sales to sell products. Or use the current hot live streaming with goods and other models to sell products. Lagging behind the times will eventually be abandoned by the times.
All in all, electric water heater dealers are not without a way to go, but the road is under the feet, you need to take a step by step, slowly practice to recognize, to embark on a new road. The road ahead is bound to be uneven, but please feel free to boldly go forward, I believe that your efforts will not be disappointed in the end.
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The times are progressing, the industry is also progressing, at this time it is all the more necessary for people to continue to progress, abandon old ideas, and embrace new ideas. In this way, electric water heater dealers, you will win a new and brilliant tomorrow. The future belongs to the technology creators, to the excellent service providers, to the trends of the times, and even more to you.