Big prospects encounter small challenges Appliances Golden Week to be transformed

Inadvertently, the “Eleventh” Golden Week of home appliance companies has gone through 13 years.

For all employees of the home appliance company's marketing system, the Golden Week is the busiest every year: everyone else is on vacation, and only they are fighting in the front line; it is also the most memorable: tens of thousands of daily sales and 500,000 sales in seven days. Set; still worth celebrating: the proportion of high-end products break through 50%, both in price war and value war.

A number of household electrical appliance companies pointed out to the “China Enterprise News” reporter that during the Golden Week period, household appliances companies’ “big, substantial” investment in resources has achieved “large-scale, large-quantitative” performance growth. In the end, it benefited from the market. Is it popular or is it an investment in corporate resources? Will the company's "input-output ratio" in the Golden Week market reach a balance and whether it will only win the "short-lived" effect? Only by clarifying the above issues, can home appliance companies achieve sustainable growth and development in the "Golden Week" promotion.

Overdraft performance

Performance rose, high-end breakouts, new hot sales, continuous blowout...

In the past five years, the "China Enterprise News" reporter has noticed that all home appliance companies have started to focus on the above content for the "11" Golden Week inventory. In the eyes of many Chinese and foreign home appliance companies, the “Golden Week” not only brought about a continuous increase in the sales scale, but also increased the operating performance of high-end and other lucrative products. At the same time, it also gained the efficiency of “achieving large-scale product sales in a short period of time”. Rapid input-output ratio return.

However, the "China Enterprise News" reporter learned that many home appliance companies in the "Eleventh" Golden Week's performance is based on "prices, gifts" and other corporate resources on the basis of large-scale, centralized investment, and also faced with In the first 1-2 months after the "11" Golden Week, the sales performance of the enterprise market plummeted, even the "stagnation" of the reality.

Golden Week does gather a lot of popularity and consumption, but the company's large-scale input of resources is the key to detonating demand blowouts. However, the profit model that “has not opened for half a year and opened for half a year” obviously cannot support and promote the healthy and sustainable development of the entire household appliance industry. For an industry that seeks growth, upgrades and transformation, it must abandon the dependence on the seasonal outbreak of market and demand, and establish a competition system from "market demand-driven" to "business-driven market."

In recent years, behind the prosperity of Home Appliances Golden Week, it hides the "premature overdraft" of consumer demand for a very long time in the future, and will also lower the domestic appliance companies as a result of "low price promotions" and other low-level means. Brand positioning and high-end upgrade process.

At present, consumer complaints surrounding the "special products, high-end gifts" of home appliance makers are difficult to cash in, or "community" and "simply shoddy" have frequently appeared, which has laid a root for the future development of Home Appliances Golden Week. And hidden dangers.

Seeking a return

Not only the Golden Week market, but also the home appliance companies that are the main players in the market, have been pursuing upgrading and transformation in recent years. "China Enterprise News" reporter noted that with the United States, Haier, Gree, Hisense, TCL (microblogging) and other domestic appliance companies, has established the dominant right to dominate the domestic appliance industry development direction, its corporate development strategy has been from the initial The "scale expansion, bigger and stronger" to "sustainable management, healthy development" change.

The transformation of the strategic focus of home appliance companies also prompted companies to face changes and breakthroughs in their driving strategies during the "11" Golden Week. However, how to break through the current development ceiling and how to build a new growth system has become a new proposition for many companies.

All along, the seasonal sales characteristics of home appliances have added reason to many companies betting on Golden Week. However, the "China Enterprise News" reporter saw that whether it is the world's largest white-electric power company Haier, or China's fastest growing home appliance company Midea, or for more than 10 years in a row to dominate the Chinese home air-conditioning industry, Gree air-conditioning, its growth momentum Both are not driven by the blowout of phased market demand, but they have established competitiveness within the company to drive market growth.

Haier from China to the world relied on the business model and management philosophy of continuous innovation and upgrading. Behind the emergence of the United States as the fastest-growing home appliance giant in China, besides the promotion of flexible marketing from the market, more and more companies have long grasped product technology and quality. In addition, no matter how Gree has emphasized its mastery of core technologies in recent years, the biggest contributor to its sales leadership is the quality of its products.

Next year, with the exit of home appliances stimulus policies such as “Home Appliances Going to the Countryside” and “Old-for-new”, the breakthrough for the Golden Week is to establish a strong “product-driven system”, setting aside price and sales promotion. Products and technology are driven to provide a more powerful and continuous strategic platform for the high-end transformation of China's home appliance industry.