Alipay ’s cashless society caught the banks with sound systems off guard. Nokia , which only wanted to make mobile phones more durable, was directly defeated by Apple ’s smart phones. Xiaomi , which makes mobile phones, rushed in. The smart home industry has redefined the new standards of the home furnishing industry... The similar phenomenon of insiders being subverted by laymen makes people have to think about a question: Why are laymen often the ones who subvert the industry?
In recent years, with the improvement of national living standards and the enhancement of hygiene awareness, it has also promoted the development of the sanitary ware industry. Whether it is the rise of new markets or the demand for upgrading, it has provided continuous market power for sanitary ware manufacturers. It is conceivable that the sanitary ware industry has huge development space in the future. Nowadays, more and more investors rely on their keen business acumen to predict the promising future of the sanitary ware industry, and have devoted themselves to the "territory" of the sanitary ware industry, racing against time to enter the industry in an attempt to get a piece of the pie as soon as possible.
Not long ago, at the 2022 Lei Jun annual speech conference, Mijia ecological chain launched a number of new smart home products, which attracted the attention of the general public. Since 2016, as the Mijia ecological chain continues to grow, its ecological chain-related products span across multiple life scenarios such as smart wear, smart offices, and smart kitchens. Judging from the current development situation, the Mijia ecological chain is still developing Keep expanding outward. Recently, Mijia has crossed over into a new industry - the bathroom industry.
Some people say that this is Mijia’s dimensionality reduction attack, which is expected to cause a big storm in the traditional sanitary ware industry; others say that Mijia’s entry into the sanitary ware industry is a good thing for consumers. Although the sanitary ware industry is in a period of rising reform and has great development prospects, the more "fertile" the battlefield is, the more difficult it is to predict the situation inside. As a cross-border master of life scenes, Mijia has jumped into the sanitary ware industry holding high the banner of subverting the traditional sanitary ware industry. Is it a good thing or a bad thing? What new changes will its arrival bring to the traditional bathroom industry, and what surprises will it bring to consumers' lives? In this issue, we might as well explore one or two of these issues.
01The wind starts at the end of youth, and the waves become between gentle waves
Sometimes, the industry changes without you noticing. In recent years, due to the restrictions on national consumption and life during the epidemic period, people have been squeezed by 996, within , internal friction, etc. for a long time. Many people simply use the bathroom space as a scene to release stress, or in other words, A supply station for emotions and a free space for the soul.
Mijia has crossed over into the bathroom industry. What kind of track is this? Let’s first take a look at what are the competing brands on this track? The domestic sanitary ware industry started late and developed rapidly. International brands have occupied the inland market. However, in the past two decades, under the background of continuous adjustments and improvements in national policies and national economic level and demand, domestic sanitary ware industry enterprises have Also rising rapidly. In the current domestic market, domestic brands include Wrigley , Emperor, Huida , Hengjie, etc., while foreign brands include Youdong Ceramics, Kohler, Roca , American Standard , etc. In addition, the sanitary ware industry is involved in many related industries, such as the whole decoration industry, the pan-home furnishing industry, the ceramic industry, etc. According to data from the China Decoration Association, the market size of the pan-home furnishing industry has exceeded 5 trillion, and the home decoration market itself The market size has reached 2.85 trillion. These data show that there are many companies involved in this track. Without certain strength, it is undoubtedly a very dangerous thing in this fierce track.
Returning to the market size of the sanitary ware industry, according to the "2022-2027 sanitary ware market investment prospect analysis and supply and demand pattern research and forecast report" released by Zhongyan Puhua Industrial Research Institute, the current market size of my country's sanitary ware products is 1,732 billion, a year-on-year increase of 2.06%. Among them, smart bathroom is one of the most popular categories in the bathroom industry. Obviously, the new category of smart bathroom is quietly emerging. Starting from consumer demand, "efficiency, convenience, and health" are key words for the home life of Generation Z young people. It is precisely because of this new consumer demand that it serves as the market driving force for the sanitary ware industry. Today's smart bathroom product types are no longer limited to a single product such as smart toilet . Wall-mounted or floor-standing bathroom ware, constant temperature shower and smart toilets are emerging in endlessly. The emergence of these industry phenomena has also made traditional sanitary ware companies slowly realize that to break the deadlock, only by creating a new industry trend can a new round of industry opportunities be launched.
Mijia, a master of cross-border life scenes, has achieved outstanding results in many industries, but this time it has entered this completely unfamiliar track. Although it has the brand marketing experience of Xiaomi's hit products , but there is definitely a lot of market pressure from consumers, industries, and new explorers. Faced with such a problem, what actions might Mijia take to solve the problem?
02 Mijia’s entry into the bathroom industry is an unpreventable “dimensionality reduction attack”
Some people say that this is Mijia’s dimensionality reduction attack, which is expected to cause a big storm in the traditional bathroom industry. The author agrees with this point of view. In just three years, Xiaomi has emerged as a new force and has become the number one in China and the third in the world in the extremely competitive mobile phone market. This is all inseparable from the complete methodology behind his company - "New Generation Explosive Project". After in-depth research by the author, I concluded that the underlying logic of the new generation of hot product projects is divided into two dimensions, namely user logic and product logic. This time, the author focuses on Mijia’s crossover into the sanitary ware industry to see how Mijia once again achieves the “dimensionality reduction attack” on the traditional sanitary ware industry?
First, user logic
The biggest difference between Internet companies and traditional companies is that Internet companies start from the perspective of consumers, while traditional companies start from the perspective of products. This difference is the key to widening the gap between Mijia Sanitary Ware and traditional companies. point.
If we look at the core value concept of "user-centered" products, Mijia Bathroom has a high possibility of subverting traditional enterprises. Why do you say that? Let’s start with the user groups. Some people born in the 1980s have begun to go bald, those born in the 1990s have become the pillars of society, and people born in the 2000s have begun to enter social work. These groups are the main consumer force in the current society. As the original inhabitants of the Internet environment, Generation Z’s shopping decisions are no longer based solely on necessity and practicality but on “I like it.”
Compared with traditional bathroom companies, Mijia is not only an Internet technology company, but also a boutique shopping platform. With tens of millions of rice fans on the platform, it has a more comprehensive and advantageous grasp of users' consumption data. Mijia's crossover into the sanitary ware industry must have done industry analysis and a strategy to hit hot products in advance. Who the users are, where they are, and what they like to do are all easy for Mijia, who came from the Internet.
This may be an easy task for Mijia, but for traditional sanitary ware companies, it is a brand barrier that many traditional sanitary ware companies will find difficult to break through in a short period of time. This is the first step of Mijia's dimensionality reduction attack.
The second is product logic
In today's era of extremely rich material desires, the most indispensable thing is products, but there are not many good products that can meet the needs of most consumers.There are three points in Mijia's logic for making good products. The first point is to find subdivided areas in the industry, and not to be the first in the industry but to be the only one in the subdivided areas. For example, Mijia's sweeping robot is located in the high-end segment of the industry. Therefore, compared with the traditional industry, its dimension has been improved. Naturally, it targets different people, and the level of competition has been reduced accordingly.
The second point is to meet 80% of the needs of 80% of users. Take the air purifier on the market as an example. The functions of this product are very complex and the price is very high. But from the original intention of consumers, they hope to purify the air more effectively and quickly. Therefore, Mijia has launched a Mijia air purifier with simpler functions than other purifiers in its industry.
The third one is to pursue the optimal solution of design. Consumers who are familiar with Mijia products should know that Mijia products are all white matte, which looks more textured, but the Mijia rice cooker is made of white gloss. The reason is that in most Chinese families, kitchen fumes are relatively heavy, and matte is not conducive to daily cleaning, while high-gloss design is more reasonable and easier to clean.
It is precisely because of the product thinking that Mijia has had before that Mijia’s crossover into bathroom products is also what many consumers are looking forward to.
03 Mijia’s entry into the sanitary ware industry is a good thing for consumers
Luo Yonghao once said in the live broadcast room: "Competition is a good thing for consumers." I believe few people will disagree with this view. The author wants to say that Mijia’s entry into the bathroom industry is also a good thing for consumers. How to understand this sentence? The author believes that it can be broken down from three dimensions: competition, quality and innovation.
The first thing is "competition", because competition will make product prices drop. As an emerging product that adapts to the development of the times, smart bathroom ware has experienced nearly two decades of development history in China, but it has not been widely popularized, largely because of its high price. In the past few years, more and more investors have entered the field of smart bathroom products, making the prices of smart bathroom products less high than in previous years. For example: TOTO, Wrigley, Mijia, Kohler, Huida, Hengjie, etc. have all begun to delve into the field of "smart" bathroom products.
The second is "product quality", because competition will promote the continuous improvement of product quality. From the perspective of industry development trends, smart bathrooms can be called the "blue ocean" of the market. In recent years, more and more brands have joined the ranks of smart bathrooms, which has also created a lot of market chaos and uneven product quality. Product standardization, modularization and generalization still require more time for continuous updates, iterations and improvements.
The last one is "innovation". It is precisely because of competition and quality that there will be innovation power for more new products. As the consumption level of the people gradually increases, the sanitary ware industry is gradually moving towards intelligence, and smart sanitary ware has made significant improvements in technological research and development.
Summary
Regarding the entry of Mijia Ecological Chain into the bathroom industry, different conclusions will be drawn from different perspectives. But if I were to sum it up in one sentence, I would use the words of Darwin, the father of the theory of evolution - natural selection, survival of the fittest. Just like Alipay, Apple, Xiaomi and other similar companies that have broken the established industry form, many people "mythify" them, but they are actually no different from other companies. They are also players in the same starry sky competing in their respective industries. one. If they had not seen the trend of the industry, never stood from the perspective of consumers, and had not broken through the shackles of the original ecosystem countless times, how could they have broken out from the thousands of troops and become the well-known enterprises we all know? ? It is precisely because they have experienced "what others cannot" that they have achieved their current status and achievements.
Every industry may encounter new turning points at different times. However, this time the traditional sanitary ware industry encountered "falling from the sky" like Mijia, a company with its own Internet genes. The "war and chaos" on the eve of industrial upgrading was The most normal thing. Compared with traditional sanitary ware, it may indeed cause a crisis in the industry, but on the other hand, it also promotes the further development of the industry, which is not a bad thing for the increasingly prosperous sanitary ware market and consumers. Good thing. In the future, we look forward to Mijia bringing us more new surprises in the bathroom industry!
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