In his book "The Fourth Consumption Era", Miura Zhan, the "first person in the consumer industry research", analyzes that in the process of moving towards a mature consumer society, when the public bids farewell to the stage of "material makes people happy" and begins to ask "what makes people happy outside of material", it shows that people begin to shake off the materiality in their consumption consciousness, gradually return to real needs, and regard consumption behavior as a process of self-enrichment and life satisfaction.
And this statement has now been verified by this generation of young people.
Different from the "material reality" of the older generation in the market, young people born with the Internet have given birth to a new consumption trend that satisfies the "self-reality". For example, fewer people pay for rags, but the higher demand for kitchen cleaning has made kitchen paper a new favorite. In the same way, when young people who pursue a healthy diet are no longer obsessed with changing a good pot, but choose an egg cooker that can make soft-boiled eggs and a nutritious wall breaker. This shows that young people are starting to care more and more about how the "nature of needs" can be better met.
In this era of more testing to understand users and meet users, there is a company in the field of small household appliances, with the ability to grow side by side with users and create a win-win situation, it has gained the favor of hundreds of millions of users and has become a small household appliance brand liked by countless young people.
And it is the bear electrical appliance that has been "kept young" for 18 years.
Every quality of life can be found in Xiaoxiong Electric
Although no company wants to be "unfollowed" by young people, few companies can really capture the anchor of young people's minds. According to the "2023 Youth Consumption Survey", there is a deviation from the "consumption downgrade" that is hotly discussed in the market, and nearly 6 percent of young people even consume more than last year, and the reason why the "parallax" caused by the market macro to the individual micro is actually due to the change in the consumption structure of young people's rational experience.
It can be seen that understanding young people is the first priority. When many companies are still exploring how to achieve two-way travel with young people, Xiaoxiong Electric has found a clear and unique "young people's love" brand centripetal force. If you turn the time pointer back a little bit, you will find that from "sharing a healthy life", "wonderful life", "cute household appliances" to "small household appliances that young people like", behind every brand positioning upgrade of Xiaoxiong Electric, it is actually closely related to the main theme of the iteration of young people's needs. Obviously, the demand of young consumer market is changing with each passing day, but Xiaoxiong Electric has confirmed the rapid growth of an enterprise that can continue to understand users and meet their needs with its market reputation and achievements. According to Xiaoxiong Electric's latest annual report, the company's revenue and net profit will reach a new high in 2023, and all of them will grow by different magnitudes.
So, how did Xiaoxiong Electric win users and win the market?
Product first is its core competitiveness to meet the needs of every quality of life. For example, fitness people want to eat healthy and delicious multigrain rice quickly, and the innovative and upgraded micro-voltage rice cooker of Xiaoxiong Electric can not only pass the "constant temperature soaking program" In order to solve the problem of cross-infection caused by delicate women's laundry, there is a worry-free artifact of Xiaoxiong Electric Double-cabin washing machine, which not only adopts intelligent sub-control washing technology, and washes clothes left and right without contamination, but also has cold and hot double-effect sterilization to ensure that the clothes are clean and healthy. Not only that, there are also small bubble health pots that meet exquisite health preservation, folding multi-functional pots that can be baked while shabu-shabu to make fun of gatherings, and Guangyu high-speed hair dryers that can not only dry hair quickly but also moisturize and nourish hair, etc.
Behind the explosive products in the market, from meeting user needs to exceeding user expectations, they all fully witness the underlying strength of Xiaoxiong Electric's "doing a good job in every product", and it is also its advantage of continuously creating "flagship products", constantly breaking through the limits of the team's innovation ability, and refreshing the industry benchmark. At present, Xiaoxiong electrical products have covered home, office, outdoor and other fields, with more than 80 categories, more than 900 models, and more than 2,100 national patents.
Of course, not only in terms of products, Xiaoxiong Electric is more deeply involved in every "invisible need" of young people who need to be cured, and continues to communicate with young people at the same frequency with diversified creative content and interesting interaction. For example, online, a TVC of "Growing Up in the Light" that has been reprinted on the screen, in the story of the growth of the girl Jiaxin, you can feel the wonderful connection between Xiaoxiong Electric and young people along the way. Offline, Xiaoxiong Electric launched the 18th anniversary confession special train activity on Shanghai Metro Line 11, bringing healing and warmth to countless young people in the past with love letters and stories from real users.
Life is not an immutable "fixed formula", and every demand of young people for quality life can be met through Xiaoxiong Electric. In layman's terms, although not every young person will have 100 pieces of Little Bear Appliances, 100 young people can find their ideal lifestyle in Little Bear Appliances.
The business experience of going to Changhong is more than just "time" into gold
For a long time, the outside world's impression of small household appliances has been linked to hot spots such as "lazy economy" and "home economy". However, from the era of increment to the era of stock, for young people who have walked out of "desire is greater than demand, and material nature is higher than heart", this set of "time" into gold is obviously not in line with the context of the times.
Generally speaking, it is to change the way of thinking about users from the market side in the past, and think about how to create long-term value from the perspective of users. Now, the 18-year-old Xiaoxiong Electric is relying on the all-round results from quantitative change to qualitative change to complete the brand transformation to Changhong.
First of all, the ability to satisfy users has changed. In addition to locking in the deterministic needs and exploring the possible needs, Xiaoxiong Electric has built a global user value innovation supported by digitalization - the "User Co-creation Plan". It can collect more than tens of thousands of pieces of information and feedback from customer service, private domain and other parties every day, quickly process and accurately understand user needs through classification and grading, and continue to feed back technological innovation, product upgrades, and scenario iterations. Not only that, with the empowerment of the three-level R&D system and more than 10 professional R&D teams, in the process of promoting the "user co-creation plan", Xiaoxiong Electric can continue to overcome difficulties for user needs.
On top of that, the ability to reach and serve users is also stronger. Satisfying users is the foundation, how to find and retain users, Xiaoxiong Electric explores "omni-channel operation" through emerging e-commerce, cross-border e-commerce, online and offline integration, etc., and opens up a larger market on the basis of more efficient and accurate access to users. For example, e-commerce operations have gradually changed from traditional "shelf-style" e-commerce to content e-commerce, accelerated the exploration of the online and offline integration operation model of "scene + shopping", and landed the first offline experience store in Chengdu. In addition, Xiaoxiong Electric has accelerated the layout of its own brands in overseas markets such as Southeast Asia, and used cross-border e-commerce to achieve the deepening of the European and American markets, and achieved an overseas revenue growth of 105.66% in 2023.
It can be seen that after 18 years of accumulation, Xiaoxiong Electric's ability to meet users continues to change, and this just explains why Xiaoxiong Electric can maintain the same frequency with each generation of young consumers. As Li Yifeng, chairman and general manager of Xiaoxiong Electric, said: youth is just the starting point, and Xiaoxiong Electric wants to serve users for a lifetime.
On the road of chasing light, continue to increase the "number" to move forward
In fact, behind all the achievements from quantitative change to qualitative change, they all come from Xiaoxiong Electric's deep planning and foresight in practicing "intelligent transformation and digital transformation" for many years. In the context of the new era, small household appliance enterprises want to enter the road of high-quality development of "upward to new", and the only way to actively transform and change.
So far, Xiaoxiong Electric has created a new quality productivity with all-round high efficiency, high quality, innovation and high quality by virtue of the continuous consolidation of the enterprise foundation of "digital intelligent manufacturing". It has built 5 intelligent manufacturing bases with a total area of about 580,000 square meters, including 4 professional machine factories and a number of core component manufacturing plants, building high barriers to digital intelligent manufacturing, and making steady progress on the road of high-quality development.
From the factory to the inside of the enterprise, the new technology of digitalization and intelligence is also like an "invisible high-speed trunk road" between various departments, which fully connects the whole of Xiaoxiong Electric Appliance and realizes the coordinated development of both quality and efficiency. Driven by the "three wheels" of process, data and system, enterprises promote the transformation of enterprises to digital and intelligent operations through the system construction and integration of various business fields such as research, production, supply, marketing and finance, and use a new generation of digital platforms such as ERP, intelligent manufacturing platform and marketing business middle platform to ensure the synchronization of front-end and back-end information of the entire chain from customer ordering, product manufacturing, production capacity, warehousing and distribution, and improve management efficiency.
For Xiaoxiong Electric, on the long road ahead of high-quality development, it is the constant goal of deepening its competitiveness to continuously increase the "number" forward. In recent years, Xiaoxiong Electric has successively carried out the "321" digital system upgrade project, which has improved the overall business operation efficiency and organizational management efficiency. In the future, Xiaoxiong Electric will continue to connect more users with digital means, establish deeper connections with them, and empower the high-quality development of the whole chain of services, manufacturing and operations with new technologies.
There is no era of enterprises, only enterprises of the times. As the famous economist Xiang Shuai said, all success begins by chance, but it becomes inevitable. Obviously, we can see the difference in the advantages of this strategic foresight that has been the same for decades, and in the future, I believe that the company will grow side by side with young people, and it will go further and further.