The future is not imagined, it is always created by ourselves. China's home appliance industry, which has experienced the "turning point of a hundred years of great changes" in 2020, will undoubtedly stand at a new starting point for an "unprecedented development" starting in 2021.
If 2021 is defined as the starting point for a new round of development of China’s home appliance industry, the home appliance industry believes that the next 5 or 10 years will become a new cycle. The home appliance industry, home appliance market, home appliance companies, business models, etc. Will undergo a continuous and dramatic change.
Overall industry situation: The only constant is change, the only certainty is uncertainty
In this channel, the threshold of competition in the home appliance industry will be significantly increased, and the speculation space in the first-line market will be continuously compressed. Amidst rounds of change and uncertainty, it will bring huge operating pressure to all practitioners, and brutal growth and mixed life will become a thing of the past. At the same time, this will also create new breakthroughs and opportunities: those manufacturers who are really paying and insisting on investing will reap the results of a virtuous circle. Ultimately, the value and innovation of the home appliance industry will be gradually restored. In particular, valuable technological innovations will reap more and greater rates of return. The current changes and uncertainties will eventually bring a series of unexpected gains to all practitioners in the home appliance industry.
Market Micro Bureau:
The market is not good or bad, it is a battle between the strong and the weak
Whether the home appliance market is good or bad is actually no longer important. Because the competition in the first-line market of the home appliance industry, judging from the development and changes in the past two years, it has been very clear to all participants and practitioners that this is a battle between the strong and the king. Battle.
Regardless of whether the first-tier market is rising or falling, for any home appliance company, the individual's rise and fall are entirely in their own hands, not in the industry's "following with the flow". Therefore, the strong tend to focus only on their own growth points and opportunities, and will underestimate the difficulties and challenges of the industry, and ultimately create more business tracks and operating pivots. The weak naturally face the embarrassment of having nowhere to go.
Business changes: The best opportunity is always in the exploration of the future
From 5G and IoT to smart homes and life scenarios, we will finally seek a full ecological chain expansion centered on home appliances, so as to create a leap from hardware manufacturing, content enhancement, and service value-added home appliances. The formation of a multi-dimensional operating force from the value-added of hardware, the creation of content, and the development of more and more services, and finally give the home appliance industry rounds of new business opportunities.
For home appliance manufacturers, better business opportunities are always in the exploration of the future and the unknown. The only fulcrum is to meet user needs, create user value, realize value-added and break the game in the process of embracing and interacting with users.
All the commercial origins, innovation breakthroughs, and corporate transformation points of any industry converge on the sole protagonist of the user, forming a new force for change. The only thing an enterprise can do is to get users.
Competitive Strategy:
Define the user's ability and level of lifestyle creation
The battle for the boss of the home appliance industry that lasted for decades, and the battle for the first place in each home appliance category, will eventually be abandoned by the times. Because of consumer demand and user preferences, we have long bid farewell to "you are the boss, I choose you", but enter the new diversified channel of "you say you, I choose me". As a result, the means of competition among enterprises have moved from a one-step price strategy to a multi-dimensional innovation of products, technology, service and experience.
In the future, the competition for users must be based on life scenarios and competition for the ability to lead consumer trends. Whoever can set off a consumption boom from design and function innovation to experience sharing will win the initiative in industry competition. In the end, what everyone is vying for is who can define the way of life, who can master the competitiveness of the next era and cycle.
