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Compared with the traditional four elements of "products, prices, channels, and services", the integration of scenes, the experience of technology, the layering of brands, and the fragmentation of channels have brought more than just new tracks and new starting points. It is also a new business opportunity and development motivation.
After experiencing the continuous and changing market in 2020, the home appliance circle has noticed that many home appliance manufacturers have started a round of the industry's "new road to four modernizations" ahead of time. That is, the integration of scenes, the experience of technology, the circle of brands, and the fragmentation of channels.It is expected that in the next 3 to 5 years, these "new four modernizations" will lead the home appliance industry in a new round of competitive reforms, consumption upgrades and industrial iterations. So, how do many home appliance manufacturers start a new round of running on this "new four modernizations" road?
Set of scenes
The scene has now become the future and direction of more and more home appliance companies. From the beginning of the scene transformation of the home appliance industry in the past, Haier has now become an important breakthrough for many mainstream home appliance companies and merchants to compete in the market, and it has explored measures to implement product integration based on scenes.
The core of the scene is actually the various spaces and environments where users live. This is due to the fact that users have begun to become the protagonists of home appliance manufacturers. Especially since the beginning of this year, everything from Haier's life, two, three, and three has changed rapidly: the head enterprises have begun to accelerate the implementation of the system in life around the scene.
From Hisense Group’s integration of different categories based on a single brand dimension, to Midea Group’s multi-dimensional scenario and integration based on different brands and categories, they have released a very clear market operation signal: facing change With the wide range of users, changing needs, and changing industrial environment, companies must open up multiple categories horizontally and build a new matrix of multiple brands vertically to better break the situation.
Technology experience
Technology is not a concept or hype. It must become a real user experience and feeling, as well as the convenience, intelligence, comfort and health of the user’s life. In fact, in recent years, more and more home appliance companies are working hard to promote the experience, visualization and perceptibility of various innovative technologies. Build a new bridge between users and technological innovation.
Since the beginning of this year, due to a sudden epidemic, users' demands for a healthy living space and lifestyle have once again risen sharply. This also allows home appliance companies to use intelligence as the chassis of health differentiation to release new colors. Whether it is major appliances, kitchen appliances, or small household appliances, everyone has generally begun a round of technological innovation and product iteration competition around health.
Compared with the past, major home appliance companies are still launching a round of technological experience and visualization innovation for users with diverse tastes in the market. It is mainly through a series of experience meetings, sharing meetings, and new technical means such as VR and 3D to try to make the achievements of technological innovation more intuitive and understandable, and to bring users more and better experiences.
Branding
After the continuous deployment and landing in recent years, more and more home appliance companies have begun to detonate among the market and consumer groups.
At present, many home appliance companies have as few as 3 brands and as many as 7 or 8. Behind the clear positioning of so many brands and the initial scale of product lines. Consumption is now becoming more and more subdivided, and only one interest circle can be divided into dozens of circles. This is not only a challenge for the market operation of home appliance companies, but also an opportunity for consumption upgrades and demand diversification.
To promote more subdivided and differentiated brands, for home appliance companies, it is not to engage in multi-brand competition, but to perform refined management and operation of market differentiation. That is to provide users with different interest circles, different ability circles, and different economic income circles with products that they need or even exceed their surprises and surprises.
Channel fragmentation
From offline physical stores to online online stores, from online and offline competition to dual-line integration, from physical stores and online stores to live e-commerce, micro-commerce, and content e-commerce, there are more and more channels for seller e-commerce, which means The possibility that home appliance companies used to rely on one or two channels to detonate the market is getting smaller and smaller. Then, facing so many channels, the difficulty and complexity of the marketing work of home appliance companies have greatly increased.
In fact, behind the new round of channel fragmentation is a new round of network weaving and expansion of the home appliance retail distribution system. On the surface, it is the continuous differentiation of retail channels; in fact, it is the Internet and digitalization that are reconstructing the retail distribution system of home appliances, and ultimately better meet the ever-changing needs of users and customers.
With more and more retail channels today, the marketing, operation and management of home appliance companies have also come to a crossroads, and the introduction of digital management tools and methods must be accelerated to reconstruct the cooperation chain of manufacturers with efficiency. It is not just a simple implementation of the "factory direct sales" model, but the key is to make cooperation links shorter, product turnover faster, and operating profits higher.
