To address the ongoing internal competition in the frontline market, the solution is simple: a large number of home appliance manufacturers must slow down, learn to take the long road, adjust their mindset, and find their own value track.
Written by Wen Jian
Some people are anxious and helpless all day, feeling lost in their development; while others remain calm as still water, moving forward with determination.
Recently, when chatting with many frontline home appliance dealers in the home appliance industry, an interesting phenomenon was observed (not sure if it's representative): regardless of the size and strength of the businesses, some dealers are demoralized, revealing their inner pain, anxiety, and confusion. They either complain that home appliance companies are not treating them fairly or blame e-commerce giants for disrupting the market with price wars and chaos.
On the other hand, some dealers remain steadfast, not rushing to compete with peers in terms of speed or price, but steadily advancing by maintaining continuous communication with existing customers and catering to the needs and services of new customers. They focus on building more value-added services to earn the trust and meet the demands of users. Some dealers have realized the value and significance of the strategy of "comparing strengths before competing."
In the open and opportunistic market of the home appliance industry, it is believed that there will be other types of dealers who have found the operational secrets during turbulent times in the industry. Some businesses are not satisfied with retailing alone and engage in wholesale and redistribution, while others have identified their market opportunities and niches through differentiated products and services. This diversity is not surprising, given the vast market and diverse demands; success lies in how businesses manage and seize these opportunities.
Behind these observations lie two laws of business and industry in the home appliance sector: first, in a continuously open and maturing market, opportunities abound, depending on how companies grasp and operate within it. However, business opportunities of different eras are always reserved for prepared enterprises, not universally accessible; second, the principle that "all roads lead to Rome" applies to every industry. Each enterprise must find the most suitable path, means, and methods to survive. Initially emulating successful enterprises is an act of creativity, but continuous imitation leads to chaotic and ineffective competition.
Regardless of the type of enterprise or business model, the core logic for combating internal competition in the home appliance industry is to return to the basics of operation: why start, who to fight for, and what value to create to win user trust. The most crucial logic is to "slow down market aggression, adjust to a positive mindset, and be willing to start afresh to find a more suitable model and path."
Moreover, businesses need to adopt a new operational state and competitive rhythm: to "slow down" and take the longer route, pursuing sustainable development through "steady progress," rather than seeking overnight riches, quick-selling products, or one-size-fits-all solutions. In this process, all manufacturers must avoid three emotions: excessive anxiety, impulsive actions, and short-term profit focus.
Over the next 1, 3, or 5 years, more home appliance manufacturers need to slow down their market operations. This deceleration should not only apply to user acquisition, channel expansion, and network layout but also extend to product technology research and development, production, and other operational aspects. The reasons for this approach are twofold:
Firstly, in the mature home appliance industry and market, success is not achieved through speed but through endurance and accumulated strength. For instance, product innovation and iteration do not require biannual upgrades; many products can be upgraded every 3 to 5 years without affecting market demand, thereby enhancing business profits and space. Similarly, activating users does not solely rely on price reductions but on improving service quality, meeting diverse user needs, and gaining their trust and loyalty.
Secondly, after decades of continuous operation, it is time for home appliance enterprises to adopt a new working style and operational pace. There are no fixed trends or business environments, only consistent user engagement and market perseverance. For many mature and stable home appliance manufacturers, it is essential to demonstrate patience, allocate more time and resources, and focus on reconstructing and innovating business models, operational strategies, and competitive systems, shifting from product sales to solution-oriented services.
For example, after dismantling the traditional channel-stocking model, companies should swiftly establish a user-centric retail service model. Transitioning from conventional product promotion to live streaming sales and influencer-led marketing, they should gradually replace these methods with grassroots endorsements and content seeding.
The home appliance industry firmly believes that only by slowing down can manufacturers discover overlooked user landscapes, business opportunities, and industrial spaces in the market. Slowing down allows companies to identify their operational weaknesses and defects, allocate more time, energy, and resources to tackle challenging yet essential tasks, and improve the quality of operations. At this point, many in the home appliance industry can understand and appreciate why the industry is calling on appliance manufacturers to shift their market operations and commercial competition pace from a focus on rapid efficiency to a slower, more sustainable approach. Externally, the economic and business environment no longer demands that manufacturers rush for victory; efficiency is valuable but not the sole factor. Internally, in terms of consumer and business environment, only through slow and steady cultivation can brands win over customers' hearts, as there is no quick fix.
Copyright Notice: Original article from the home appliance industry, reproduction without authorization is strictly prohibited.
Disclaimer: Personal creation, for reference only.
