According to data from the China Association of Automobile Manufacturers, in the first quarter, the mainland exported 994,000 vehicles, a year-on-year increase of 70.6%. Exports of new energy vehicles reached 248,000 units, a year-on-year increase of 1.1 times. Last year, China's automobile export data was 3.111 million, ranking second in the world, and some institutions predict that this year's automobile export volume is expected to exceed 4 million units. It is expected to surpass Japan as the world's largest exporter of automobiles.
History is repeating itself, and China's new energy vehicles are copying the model of Chinese home appliances.
If you recall, more than ten years ago, Chinese home appliance brands continued to impact foreign brands, Siemens, Panasonic, Samsung, etc., which once had a high market share, were killed by domestic brands led by Midea, Gree and Haier, lost their armor and abandoned their armor, and have been in a slump ever since.
Now it is almost indisputable to say that on the track of new energy vehicles, the day when Chinese brands wash away foreign brands has finally come. The brand advantages of traditional foreign joint venture car companies, such as BMW, Mercedes-Benz, and Audi, are gradually losing, and these international brands of Chinese new energy vehicle companies are shivering.
Just in response to that sentence, the advantage can not do the trend, the brand advantage in the face of the industry trend is vulnerable!
In China's custom home furnishing industry, the author believes that a similar scene is being staged.
In the first quarter of 2023, the quarterly reports of nine listed companies in China's custom home furnishing industry were released, and seven of them showed rare negative growth in the first quarter. Opai Yao Liangsong's "two unintentional" (no intention to do home improvement, no intention to seize the profits of channel vendors) has also caused a high degree of heated discussion in the industry.
China's custom home furnishing industry encountered "Waterloo" in the first quarter of 2023, releasing an important signal of unfavorable conditions.
After 20 years of vigorous development, China's custom home has slowly experienced growth.
The advanced business model of China's customized home service manufacturing industry, which once advertised the attributes of large-scale flexible manufacturing + terminal services of "front-end personalization and back-end flexibility", is being jointly strangled and dismembered by four industries.
Using the strategic three potentials theory of strategic marketing consulting to interpret the change of industry trends from the underlying driving force of the law of business evolution.
The law of business evolution is reflected in the fact that the iteration of any business model follows the business law of "highest efficiency, lowest cost, and shortest distance".
At present, the service attributes of the front-end of China's custom home are being replaced by home improvement companies, and the manufacturing attributes of the back-end are being dismembered by software companies, equipment manufacturers and plate companies.
As the first traffic entrance, the home improvement company is the closest to the customer and the shortest distance. Home improvement companies place orders from local custom factories, national plate source enterprises through supply to local custom factories, local custom factories in the joint empowerment of software companies and equipment manufacturing enterprises, front and back end, digital problems can be solved relatively smoothly, local custom factories manufacturing efficiency is higher, quality is stable, the price of the products produced is lower.
When the national custom home brand faces the siege of these regional custom factories, in the face of the same plate, the same quality, the same appearance, lower price, and better service, the brand power of the national custom home brand is vulnerable, and end consumers will vote with their feet.
The terminal stores that China is proud of are becoming "not in front of the village" - far from the user, "not in the store" - there is no differentiation of products, the price is not competitive, the embarrassing situation.
This is a fatal blow to many national layout of two- and three-line plate custom brands. It will also partially block the pace of continued expansion and expansion of custom home head brands such as Oppein and Sophia.
For most of the national layout of custom home panel custom brands, the instant market has become the Red Sea market. According to the strategy master Mike Porter's three major strategies: total cost leading strategy, differentiation strategy, and focus strategy, if these national plate custom brands have not made breakthroughs and achievements in these three strategies (such as the total cost of Daxin Home Furnishing, Baidu Water Paint is differentiated, and the market focus of high-end brands), they can only watch the market being eroded step by step, and there is no way to fight back!
Once China's custom home industry was a dragon slaying boy, rising in the edge market, through about ten years, innovation and change, dry up China's entire finished home furnishing industry, suddenly, soaring, nine companies successfully listed.
But today, these custom home brand enterprises, under the joint stranglehold of the four major industries of plate companies, equipment manufacturing enterprises, software companies and home improvement companies, are like boiled frogs in warm water, and most of them will fall into the "innovator's dilemma" - the former dragon slayer boy is slowly becoming a "dragon"!
The scary thing is not that you are falling into crisis, what is scary is that you are in crisis without knowing it!
The general trend of business is mighty, and those who follow it prosper and those who go against it die.
The author is not intentionally singing about China's custom home industry, but is alerting the entire industry. The evolution and disruption of any industry is a process, it may be three years, it may be five years, it may be ten years, but it will come.
In the face of the crisis, customized home furnishing enterprises that do a good job of responding and deploying in advance will inevitably be further developed and expanded; And enterprises in the "boiled frog" will inevitably fall lonely and die.
Let's revisit the unforgettable scene of Nokia's acquisition and sound the alarm:
When Nokia's current CEO, Yoma O'Lila, announced his agreement to the Microsoft acquisition at a press conference, he ended with the words, "We didn't do anything wrong, but for some reason we lost." After speaking, dozens of Nokia executives, including him, couldn't help but cry.