Can't wait, or can't wait? What can be seen with the naked eye is that if all the home appliance people are immersed in the old track they are accustomed to and are unwilling to change, and they always want to live in their own comfort zone and do not want to break through, then

Can’t wait, or can’t wait? What can be seen with the naked eye is that if all the home appliance people are immersed in the old track they are accustomed to and are unwilling to change, and they always want to live in their own comfort zone and do not want to break through, then the future of the home appliance industry and home appliance market will be a "dead end." . There is absolutely no doubt about this result!

Wen Jian||Written by

Haier , Midea, Gree , Hisense , Changhong, TCL, these representative companies in the Chinese home appliance industry have jointly moved in recent years to open a new track and have new products. Energy business, health care business, robot automation business, and many other emerging businesses...

Suning.com , Gome Electrical Appliances, as well as Zhejiang Baicheng, Wuhan Industry and Trade, Chongbai Trading Company, Shijiazhuang Beiguo, Sichuan Jiafulai National, regional and local home appliance channel operators have also been selling home building materials, new energy vehicles, alcoholic beverages, etc. in recent years.

Under the above-mentioned transformation actions of these home appliance companies and merchants, everyone has long been faced with an "industry test question": when the scale of the home appliance industry reaches phased saturation, the market growth rate slows down or even declines, and users demand large-scale Turning to personalized demand, the profit model that home appliance manufacturers have relied on in the past 10 and 20 years, the competitive methods they have used, the business environment they have faced, and the marketing routines and channel strategies they are used to are all facing "difficult to continue" challenges.

New Difficulties in the Transformation of Home Appliance Manufacturers: It is difficult to save a fire from afar

In recent years, an external social accident has accelerated the deterioration of the business situation of the home appliance market, and has also made the business transformation of all home appliance companies and merchants not "significantly accelerated" ”, but fell into a “dilemma” situation.

As many home appliance manufacturers said when communicating with the home appliance circle: Transformation is a road of no return for enterprises. They can only move forward but not back. Transformation that takes three steps forward and two steps back will only fall into a "swamp." , can't find new direction and motivation. The key test of

is that transformation cannot be accomplished overnight, nor can it be finalized in one move. For home appliance manufacturers, it requires not only time, but also market operating space from internal and external sources, as well as their own management level and funds. operating system, as well as risk resistance capabilities, etc. Therefore, what everyone is currently struggling with is not "whether to" transform, but how to solve the situation of "distant water cannot save nearby fire" during the transformation process.

What is the problem that home appliance manufacturers face when "it is difficult to save a fire from afar"? The information grasped by home appliance circle is very simple: for enterprises, new business has not been launched, and old business has failed. They want scale but not scale, want profits but not profits, and want efficiency but not efficiency. Well-known reasons: It takes time for any enterprise to scale up new businesses, new models, and new categories. However, in recent years, the market size of old businesses and old categories has been declining at an uncontrollable rate. When scale and profits fail to connect, many manufacturers will face multiple tests such as confidence and capabilities.

When the "profit water of new business" cannot save the losses caused by the decline of old business, it will have a big impact on the original intention of many home appliance manufacturers. The results are generally divided into two types: one is that many manufacturers The "can't wait" mentality of many manufacturers is the "can't wait" mentality of many manufacturers. The former denies the value and role of transformation, believing that it is a risky journey that will accelerate the overdraft of the company's original profits and survival space; while the latter will worry about the results of transformation and may be unable to survive before the fruits of transformation are achieved. Can't go down anymore.

The future path for home appliance practitioners: Breaking out of comfort zones and rebuilding new models

Today, there are seemingly tens of millions of transformation paths facing home appliance manufacturers, all of which lead to the future. It seems that as long as there are "money and people", many manufacturers who made their fortune in the home appliance industry can do anything and achieve anything. However, for home appliance manufacturers that truly initiate cross-industry transformation and change, there is not much room for development and expansion.Similarly, sticking to the old path of the past, many professional home appliance manufacturers have discovered that the road is getting narrower and narrower.

It is difficult to move forward, and even harder to retreat; if you cannot hold it, you cannot grab it. From the perspective of the home appliance industry, the transformation and transformation to find a way out and direction for the future means that for all manufacturers, " has its last stand against " and there is no way out. However, on the road to transformation and disruption, it does not require all manufacturers to engage in second and third tracks, such as new energy, medical care, and robotic automation. In the end, only by reducing and reducing the proportion of revenue in the home appliance business can they achieve success. Demonstrate the success and value of transformation. Changes to

are the only way to go, but how to change is an open and diverse multiple-choice question for manufacturers. At this stage, the home appliance circle believes that many manufacturers are eager to get rid of the home appliance business and find new business fulcrums. The idea is understandable, but there are many questions about the approach. The most intuitive thing is that the size and space of the home appliance market at this stage, after a round of "survival of the fittest" and "the weak and the strong", there are still many opportunities.

Except for a few leading home appliance companies and merchants, they have the capital, ability, and team to build new revenue scale and profit growth points in addition to non-home appliance business. Referring to the development logic of the home appliance industry in Europe, the United States, Japan and South Korea, we can see that in the future, only the top 3 or top 5 companies in China's home appliance industry will have the probability of success in cross-industry expansion. Therefore, cross-border expansion is obviously not the first choice for more home appliance manufacturers. On the contrary,

remains committed to its main business of home appliances. By expanding its business track, subdividing product categories, and targeting user needs, based on the existing home appliance market, products and user groups, firstly, it provides more segmented home appliance products. There are even some new categories based on the extension of home appliances; the second is to provide more services, content and experiences in addition to products, generally speaking, it is the reinvention of new business models with products as the link; the third is to further use products as the link, from From strong sales to users to customized products and solutions for different needs of users, business model innovations can further expand the relationship between home appliance companies and users, and passive sales can be replaced by active creation.

focuses on the transformation of the main home appliance business. In fact, under the market coverage of multiple brands, all categories, and multiple channels, it explores business opportunities that meet different users, different industries, and different scenarios, and opens up the needs of multiple markets such as household and commercial products horizontally and vertically. The ability to integrate different home appliance hardware and software into system services will continue unswervingly, relying on products to conquer users, relying on brands to build trust, and relying on creation to maintain fighting spirit.

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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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