In the face of continuous changes in the market, channels, and users, the marketing systems, strategies, and approaches of numerous home appliance companies also need to "go with the flow." The old ways of "raising high and striking hard, spreading out comprehensively" can no longer continue, nor can the outdated tradition of "big investments lead to big returns," or the small tricks of taking shortcuts.
By Chang Wei
As competition intensifies in the frontline home appliance market, with major home appliance dealers complaining that lowering prices doesn't boost sales, and the "trade-in for new" policy fails to attract existing users, who are the most burdened, exhausted, and challenged group in the home appliance industry?
In the eyes of the home appliance industry, the recent transformation battle in the Chinese home appliance industry, the shift from incremental to stock-based competition in the frontline home appliance market, and the accelerated reshuffling of brand channels and products by major home appliance manufacturers all revolve around home appliance enterprises.
In fact, in the midst of the continuous turbulence and changes in the home appliance industry and market in recent years, some home appliance companies have clearly fallen behind. Once leading enterprises in a certain category or industry have now become second or third-tier brands; some companies aware of their lack of competitiveness have early on ventured into new fields like solar photovoltaics and healthcare to seek opportunities; while others have been passively phased out due to the "boiling frog" effect, with no way to react.
It can be said that in the ongoing transformation process of the home appliance industry's new round of "breaking while standing," midstream home appliance companies are "shouldering both ends," serving as both home appliance supply chain providers and marketing service providers. They must also directly observe and capture the ever-changing, personalized, and detailed needs of users, driving all partners in the industry chain to experiment, explore, and develop together. In this process, there is no room for error, and continuous turbulence and uncertainty must be avoided, only a prudent strategy of "taking one step while thinking three steps ahead" can be adopted.
So, faced with the volatile market, fragmented channel expansion, multi-dimensional demand explosion, and intense competition and rivalry, where are the new opportunities and breakthroughs for many home appliance companies in this new round of transformation, and what are they? The home appliance industry believes that "the beginning is always the hardest," but all transformations need to start small, focus on details, and begin with the most easily changeable aspects. Market marketing services directly facing customers and users are undoubtedly the most suitable starting point.
On one hand, marketing services act as the link between home appliance dealers and users, especially as key forces for many home appliance dealers to attract and manage users. They can help many home appliance companies quickly open up new business patterns in the frontline market, seize new market orders, and ultimately win the recognition and acceptance of a large number of users. In this ongoing market reshuffle cycle, whoever wins the users will secure an early victory. Integrating brand, product, marketing, and service is becoming a trend.
On the other hand, with the end of the era where "good wine needs no bush," marketing services have long held an absolute position within home appliance companies. Enterprises without a strong marketing service system and capability will find it difficult to establish themselves in the home appliance industry. Over the years, the marketing service department has been both a cost center and a profit center for enterprises, crucially serving as the soul of business operations. Focusing on the transformation of marketing services and empowering the market has become a key means for home appliance companies to enhance operational quality and efficiency in recent years.
Therefore, in recent years, the home appliance industry has noticed that at the macro level, as the market environment, channel landscape, and user demands continue to change, many enterprises have put forward more detailed and thorough transformation and development requirements for their marketing service departments.
Firstly, many companies have established cross-category large marketing departments at the company level, overseeing all consumer-facing home appliance product marketing and services, providing a comprehensive level of marketing empowerment from individual products and sets to solutions. This is done through restructuring products and pulling marketing services to increase profits, seek differentiated business paths, and grow together with like-minded partners.
Secondly, by digitizing the spear and scenarizing the shield, a comprehensive drive towards systematic quality improvement and efficiency enhancement of home appliance marketing services has been initiated. This emphasizes the empowerment of marketing for businesses and the value gain for users. The marketing service philosophy now emphasizes conversion rates and user satisfaction, moving away from broad, non-return-oriented investments.
Thirdly, in the process of capturing market users, as tactics like "fresh moves, winning moves" begin to falter, more and more companies are focusing on integrated competitive strategies involving products, prices, and services. They are paying close attention to different pricing strategies for various products to better meet the personalized and diversified needs of users. They are also accelerating the provision of value-added and surprising returns to users beyond just pricing through product differentiation and diversified services. In the current home appliance industry and market competition, the only constant for all home appliance companies is change. Therefore, in terms of marketing concepts, methods, and strategies, it is necessary to not only actively embrace change but also to stay true to the original intention of meeting the needs of market customers and users. Ultimately, by "reducing ineffective investments and increasing operational focus," one can find the most suitable path and means for themselves.
Copyright Statement: Original article from the home appliance industry. Reproduction without authorization is strictly prohibited.
Declaration: Personal creation, for reference only.
