In The Past Two Years, There Have Been Some Micro Changes in The Home Appliance Market

What has happened to the home appliance market in the past 2 years?Why do a large number of home appliance manufacturers always say that they are suffering in pain?

Many home appliance people say that the changes in the industry, market, peers and users in the past two years are far more than in the past 10 or 20 years.

The most intuitive impact of changes on home appliance manufacturers is that many home appliance people are having a hard time, and it is almost impossible to "make a lot of money" and "make quick money" in the home appliance market.

Well, in the past two years, in the home appliance industry, what has happened to the market, consumers, users and merchants? What has changed? The home appliance industry tries to sort out from the micro level and find answers.

1. About consumption

In the past few years, whether it is a home appliance brand or a home appliance retailer, there has been more than 2-digit growth, and they all want to "fish in troubled waters" in the home appliance market to grab the cake;

At the same time, the user demand for buying home appliances is also undergoing a series of "changeable and fast changes", and the space for many users to buy home appliances is also getting bigger, faster, and more.

• First, users like it very much, and it is more convenient to compare prices on multiple platforms, which leads to the lower and reduced profits of many users' orders; This is the so-called consumption downgrade, which is not only affected by the external economic environment, but also affected by the large number of purchase platforms and the convenience of price comparison.

• Second, users are picky, and they are no longer easily fooled and misled by manufacturers, learn to think independently, compare and choose independently, and do not easily pay for technical concepts and market hype, but pay for their own likes and needs.

However, the user's consumption of household appliances, especially the renewal demand of the stock market, is huge and stable. Because many household appliances are essential and necessary for families, users can't do without them. It's just that users will choose products and brands that are more suitable for themselves, which makes many home appliance manufacturers feel that "heroes are useless" in the first-line competition, and even the effect of low and ultra-low prices is also declining. What is the reason? Products that cannot meet the needs of users, no matter how low the price is, there is no "no one cares".

2. About the marketplace

The current home appliance market, compared with the past, the biggest thing is not that the "node, hot spot and cyclical" hot situation is gone, instead of the "year-round, normalized" operation of the market, the needs of users in the market.

In the past, the shipping rhythm of the home appliance market was "fire in March and red in April", as well as May Day, November Golden Week, as well as 618, double 11, and nodes such as New Year's Day and Spring Festival. The annual sales or shipment tasks of many home appliance manufacturers can be easily completed.

Now is the year-round market promotion node, and it will continue to exist, but the hot spots of consumption and purchase have been blurred. Users who need it can place an order anytime, anywhere, and will not wait for months to wait for the so-called preferential price. Because, it is completely possible to compare prices through multiple platforms, and even directly "bargain" with merchants to complete the discount in advance.

Therefore, the biggest change in the market operation of home appliance manufacturers compared with the past is that "more time is paid, less return is harvested", and it is an indisputable fact that profits have declined. This will lead to a bad perception of the home appliance market.

The market is still the same market, but the users who are the protagonists are no longer the users of the year.

3. About the merchant

For home appliance dealers, what can be seen to the naked eye is the "fragmentation and cell-level" growth of the online and offline market, and more and more people have sold appliances in the past 3 or 5 years.

If you say, 10 years ago, selling electrical appliances was still a "threshold" and "professional" job; Now,Selling appliances has become a "bypassing" thing,Whether it's Haier、Midea、Gree、Hisense,Or Jingdong、Tmall、Suning Tesco,Open platforms for individuals、Individual industrial and commercial households to join"Seller appliances"Provide "one drop-shipping"。

In this case, the mentality of many dealers "collapsed". To put it simply, I didn't expect that the market that I had worked hard for many years was robbed, and I didn't expect that the profit system that I had been used to for more than 20 years would be lost; Or, take the initiative to sacrifice profits and grab orders from opponents; Or, just guard your store and wait for users and orders to come to your door.

The root cause of the pain of many home appliance dealers is not that the market has deteriorated or deteriorated, and the user demand is gone, but that the market that they have worked hard for many years has been snatched away by some peers who are not strong; The profit system that I have been accustomed to for many years has been shattered by my peers who are like wolves and fake tigers. There is no way, either adapt to the changes, or say goodbye to the industry, the reality is so cruel and helpless.

In the home appliance market, it is never someone else who eliminates you, but the knot that you can't untie and the idea that you don't want to change.

4. About management

In recent years, many home appliance companies have changed in the first-line market operation, which is to promote channel dealers, from sitting in business, to businessmen and running businessmen, step by step. Promote the focus of business, from stores and online stores to shopping malls and urban centers with a large flow of people, and finally directly enter the community and rural areas, go to the village and alleys, enter the district to sweep the building, and so on.

In the face of changes in user demand, home appliance manufacturers are also promoting the promotion of household appliances to change sales, and even many home appliance companies and businesses will also introduce the business ideas of "FMCG", hoping to change from the past "people looking for goods" to "goods and others", through continuous close to people, find people, and meet people, to achieve the retail of household appliances all day, all year round, instead of waiting for the opportunity, we must create the opportunity.

The logic of business has never changed, that is, "close to people, find people, and cater to people". The essence of management is the needs of people.