The industry believes that China's home appliance manufacturing industry has been developing for more than 30 years and is gradually welcoming new changes in its development trend. These turning changes will have an atomic fission-type chain reaction to the pattern of China's home appliance industry. One: "Robot" replaces the manufacture of workers A few days ago, a big news in the home appliance industry was that Zhang Ruimin, the father of Haier, said that Haier is expected to cut another 10,000 this year. According to Haier’s plan, Haier’s total layoffs were around 26,000 last year and this year. Analysts pointed out that behind Haier's layoffs lies in the invasion of "robots." This means that in the future, workers on the production line will be taken away by machines. As we all know, home appliances belong to large-scale manufacturing and labor-intensive industries. Home appliance production must be assembled by a large number of first-line workers, and special production management personnel are required to manage them. Obviously, it does not meet the infinite control cost of enterprises and pursues the essence of interests. In fact, not only Haier, but also home appliances companies such as Gree and Hisense have invested a lot of money in automation and transformation, and they are known as "intelligence." Second: the strategy released to open the first year of smart appliances In 2014, it can be said that it is the first year of smart home appliances. Although in the past few years, various home appliance companies have come out with smart and energy-saving products, they have never officially released the strategy of smart home appliances. Haier launched the smart home appliance operating system U+ at the beginning of this year. It plans to gather 100 million home users within four years to create a multi-billion-dollar ecosystem. At the same time, Midea will implement the “1+1+1†strategy in the smart home field. That is, "a smart butler system + an M-Smart interactive community + an M-BOX management center", smart products account for half of sales within five years. Coincidentally, TCL Group launched the "Double +" strategy, with the new business model of "Smart + Internet" and "Product + Service" Nuggets. It is foreseeable that under the economic temptation of up to 1 trillion by 2020, the "cloud image recognition" refrigerator, the "human state perception" air conditioner, the "throw away remote control" TV, the mobile phone APP remote control air purifier, etc. Smart home appliances will emerge in an endless stream. Three: from individual combat to partnership In the era of competition, home appliance companies will no longer fight independently, but will turn to "partnership." This year, Midea Group and HC Research have shown this cooperation model based on Internet thinking. HC research provides big data analysis from the number of customers who enter and exit the US experience store daily, and the number of sales of individual products, so as to provide accurate and detailed guidance reports for Midea's marketing strategy. Coincidentally, TCL small appliances hand in hand Qihoo 360 jointly developed the Internet of Things air purifier "T3 Air Guardian", intelligent water purifier "T3 Water Purifier" and other home appliances, relying on network security vendors 360 in the technical advantages to achieve mobile phones APP remote control, while blocking the possible security loopholes in smart home appliances. In fact, these are just the tip of the iceberg for home appliance companies to implement a "partnership." Galanz and Jingdong strategic cooperation to jointly create a "smart home appliance technology and application promotion platform", Haier attracted Alibaba to buy 2.21 billion yuan to build a third-party logistics platform, etc., all of which indicate that the "partnership" of home appliance enterprises will become a trend . Four: The channel evolved from offline to O2O mode The expansion of home appliance sales channels from offline to online has been a staple. Whether it is traditional home appliance agents, dealers or traditional large-scale home appliance chain organizations such as Suning and Gome, they have been unable to stop the shift of home appliances from store to e-commerce. According to industry analysts, by 2015, the sales volume of China's online shopping appliance market (excluding mobile phones) will account for 15% of total appliance sales. Whether it is for brand owners or platform e-commerce, this is a road without road signs, and the imagination space in the future is very huge. It is worth mentioning that not only the rise of B2C e-commerce, but also B2B e-commerce will lead to new changes. Among them, one of the biggest actions of the well-known e-commerce company HC in the field of B2B in 2014 was “getting into the dealâ€. And its Huicong home grid relies on the offline China·Huicong Appliance City and China HC Home Appliances Exhibition, and it is necessary to transition to online marketing and online purchase to drive the offline business model of offline operation and offline consumption, which is 020 mode. The pattern of home appliance transactions. Five: Consumer groups turn to 80, 90 After 80s and 90s, it is becoming the mainstream consumer group in China's home appliance market. Lu Jianbo, deputy secretary-general of the China Electronics Chamber of Commerce, pointed out that the main consumer groups in the home appliance market have now turned to "post-80s" or even "post-90s". Their consumption power and pursuit of quality of life are higher, so they are more functional and more attractive. Fashionable mid-to-high-end home appliances have seized the market, and if the new smart features are “flashyâ€, they will be abandoned by consumers. In fact, in addition to changes in demand on the product, consumers after the 80s and 90s also put forward new requirements for the promotion of the business. Such activities as purchase gifts, installment payments, group purchases and bargains, these activities are undoubtedly the most beneficial to the current consumption of home appliances. Six: From internal manufacturing to cross-border production In 2013, Internet companies such as LeTV and Xiaomi attacked the traditional TV market with ultra-low prices and fresh models, which accelerated the overall transformation of the color TV industry. With the fiery hot TV, there was a busy TV box, not just the LeTV box, but also the Xiaomi box, the iqiyi box, and it is said that there are Ali boxes, PPTV boxes... In short, the smart TV industry As the ascendant is emerging, there are more and more products with Chinese characteristics. We can see that the focus of cross-border marketing strategies is complementarity of user experience, rather than simple functional complementarity. It is also true that cross-border marketing and the increasingly prevalent Internet thinking are not accidental. Seven: sales competition from price war to value war The so-called price war is a kind of commercial competition behavior at the expense of the company's normal profits and even losses. The price war has played an extremely important role in the development of enterprises. Changhong and Galanz, which are famous for their reputation, are no longer insisting on their meager profits. The times have changed, the environment has changed, and everything has changed. Taking advantage of the trend, taking advantage of the situation is the same principle. Enterprises no longer take the world by one stroke, but give the products more technology, quality and brand added value. Not long ago, the Tai Chi health machine launched by Ouke came into being under the general trend of healthy home appliances. This Tai Chi health machine bears the role of life nanny and health butler, and finds a good balance from product to price, becoming the main product of this year. From the perspective of competition, Ouke is doing value war instead of price war. Under value war, consumers get a service of higher quality and desire beyond demand. It is necessary to strive to pursue the value war of the core of satisfying customers' needs. This is also the inevitable law of economic development to a certain stage! Eight: from a single industry to the economic circle With the rapid development of e-commerce, the logistics industry has become the top priority of the modern economy. Home appliance companies have gradually strengthened their understanding of modern logistics and won the attention of many corporate leaders and operators. Haier, Midea, Electrolux and other companies are among them. Recently, there are also reports that Haier has invested 50 million US dollars to set up a company and is involved in the small loan sector; from home building materials to real estate, finance, industry, etc., there are more and more "non-business-oriented" phenomenon in home appliance enterprises. Suning, from an electrical franchise store, has now developed into a "left-handed" e-commerce platform, "right-holding" financial and real estate giants. Midea Group is the most well-known enterprise in the home appliance industry chain. Now it is also a strong “into†wine industry and founded the Méxunburg wine industry. In fact, these home appliance companies have used the brand reputation to establish an economic circle, which makes the public's brand recognition of other industries more consistent and tend to integrate. Nine: Three major industrial bases to multiple manufacturing centers In recent years, Zhejiang Cixi, Yuyao, Guangdong Lianjiang, Sichuan Chengdu, etc., home appliances companies are constantly concentrated and rising, such as Gree invested 5 billion yuan in Hunan Ningxiang to build the world's tenth largest base, the US group invested 2.43 billion yuan to build The Wuhu base and so on have marked the strategic shift of the home appliance manufacturing industry. China's home appliance manufacturing industry is changing, from the early "South has Shunde, there is Qingdao in the north"; to Hefei and Shunde, Qingdao has become the three major home appliance industry bases in China; nowadays, the domestic appliance manufacturing base has gradually become a climate. This is also a springboard for China to become a world economic power. Ten: From standardized production to private customization According to the statistics of Tmall Electric City, on the day of promotion on June 18, 2013, the total sales exceeded 1.3 billion yuan. In 2013, the transaction volume of Tmall Electric City exceeded 100 billion yuan. Although this huge amount of data has caused traditional home appliance companies to suffer, they have also seen the profit of the Internet. 12 companies such as Galanz and Midea have launched private customizations on different e-commerce platforms. On the one hand, the new brand should find new elements and connotations in connection with the characteristics of the Internet era in the traditional brand, so as to cater to the individual needs of young consumers; on the other hand, to avoid the mature sales network of offline traditional brands, Brand positioning and price system caused an impact. Nowadays, the phenomenon that home appliance companies are tailor-made for e-commerce has become a common practice. Seizing the inflection point of the Internet will help companies to grow stronger and bigger. 360 Laptop
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