Practice has proven that each round of price wars overdrafts consumer trust and takes up to 10 years or more to repair. For home appliance companies, no matter how they engage in price wars, they must not engage in price wars that are below cost, cut corners, and reduce costs and quality.
Ning Yan ||Written by
“I really didn’t expect that, as a home appliance person, I can’t understand at all why the single-row condenser of the outdoor unit of the air conditioner has become the standard product of the online e-commerce platform? Even some big-name air conditioners have begun to use single-row condensers. Is this the result of technological innovation or cutting corners to reduce costs?"
After the 618 big promotion came to an end, many marketing personnel from home appliance manufacturers said in a review with the home appliance industry that the biggest change this 618 big promotion has brought to the industry is not the bad market, sluggish consumption, or declining shipments, but many Large and medium-sized home appliance companies have lost their "quality bottom line" on special price products and have exceeded it time and time again. As mentioned above, the best-selling air conditioners of many brands on e-commerce platforms use "single row condensers", which is just a microcosm.
Many people from home appliance companies told the home appliance circle that starting from 2020, the raw materials for home appliance products have increased to varying degrees, and some have doubled. However, the market prices of many home appliances have not increased at the same rate. On the contrary, the prices of some products are still falling. The emergence of this kind of thing that is completely inconsistent with industrial logic and business rules is not a clever trick or a coup by the home appliance company, but a little "opportunistic" trick, that is, reduces the raw materials and basic functions of the product .
was originally a double-row refrigerator air conditioner. Using a single row directly can save a lot of copper and aluminum pipes. Similar situations are common in refrigerators, washing machines, TVs and other products; similarly, in steel plates and aluminum plates Basic materials such as plastics and plastics are either reduced in thickness to reduce costs, or mixed with scraps and recycled materials to reduce costs. Those originally made of copper pipes are changed to aluminum pipes and iron pipes, and those originally made of metal are made of plastics, etc.;
At the same time, many home appliances , the original rich functions are eye-catching, but now in order to improve the price competitiveness of the products in the market, there will be fewer downgrades, such as refrigerators, TVs, washing machines, etc., some additional functions at the beginning of the design will be canceled, only The most basic performance will be guaranteed. For many consumers, they don’t mind if the functions are reduced as long as it does not affect their use.
Whether it is "cutting corners" or "downgrading functions", consumers will not notice it when purchasing home appliances. Especially on online e-commerce platforms, many consumers first look at the price and secondly reviews when purchasing products, and do not horizontally compare the functions, configurations and other details of similar products on different online and offline platforms. Therefore, this is also the reason why many home appliance companies dare to launch low-profile and low-price home appliances on e-commerce platforms.
However, in the eyes of many people in the home appliance industry, "you always have to pay back if you come out to work. For home appliance companies, it is no problem to offer special machines, but if they reduce costs, configurations, standards, etc. to reduce prices, it is The reputation that overdraft brands have accumulated in the past by relying on product quality and performance will ultimately bring users a bad experience during their use in the next five or ten years."
The truth that you get what you pay for is very clear to home appliance companies and merchants. Home appliances that reduce costs, reduce configurations, or even relax quality and workmanship standards may help home appliance companies grab a certain market share, but if they are not careful, they will become "landmines" and trigger complaints from users. The biggest development burden is caused by user distrust.
Therefore, now is the critical moment to test the capabilities, strength, and strategic determination of home appliance companies. We must not only face up to the challenges and impacts of the drastic and turbulent changes in the home appliance market, and maintain our own business strategy unswervingly and unswervingly; we must also face the step-by-step pressure and continuous changes of our peers and opponents, and not be tempted and influenced by it; It is necessary to explore and find new differentiated business and competitive routes in the market.It is not easy for a home appliance company, but a home appliance company that can survive well will definitely become better!
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An original article from the home appliance industry. Unauthorized reprinting is strictly prohibited and violators will be prosecuted!
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