Appliance companies collective play face change: from reduction to increase

New business opportunities are now facing all home appliance manufacturers: Over the past 10 years, they have been “subtracting” to their main business, and since last year they have started to “add additions” everywhere, which is by no means a simple transition from specialization to diversification. The expansion of business is based on changes in the market and consumer demand.

With the end of an old era and the opening of a new era, younger generations of consumers are becoming the main force in the market. Their brand perception of home appliances and market awareness are undergoing new changes! This is the key to the addition of subtraction to home appliances companies.

From the end of last year to the beginning of this year, China’s household appliances industry once again experienced a “specialized operation” that reduced the law. After the rapid switch of the runway, it entered the “diversification expansion” of doing addition.

Its representative companies are Gree and Skyworth, which have made great strides in the new fields of mobile phones, refrigerators, air conditioners, and washing machines, each focusing on air-conditioning and television.

Haier, Hisense, Midea, TCL, Changhong, Oaks and other integrated companies have also emerged. They have entered new and subdivided product areas based on their existing comprehensive business layout, and have enriched and improved their product lines. Such as Haier games, TCL ice washing business, Hisense kitchen and electric business, the United States and other wall-hung boilers are subdivided products and market consumption layout.

Said "Spring Plumbing Duck Prophet". For many home appliance dealers, in fact, as early as last year, they have already felt that from the appliance company's focus on years of “subtraction”, it suddenly opened up another round of “adding” changes.

However, this is by no means a simple round of "circular" repetition from specialization to diversification. It should be noted that behind this round of “adding” expansion is the mainstream consumer segment of the entire home appliance market, and new changes have taken place. Let many home appliance companies see that in the face of this batch of young consumers who have grown up, they can carry out brand new combing and positioning of their product brand image.

Thus, expanding the range of products and categories of products has become a revolution that many household electrical appliance companies believe can be “starting from scratch”.

At the same time, the entire household appliance industry has begun to rush all the way from the past 10 years. It began to return to a new stage of normal market development last year. It is very difficult to rely solely on the continued growth of a company to promote the expansion of its size and its strength.

Of course, the smart home under the impact of the Internet tide has realized the “interconnection, intercommunication, and mutual control” between different home appliances, and has also brought new challenges to many household appliances companies that “stick to specialized single-item categories”. For Gree, it is difficult to rely on an air conditioner to achieve the goal of home health air solutions, and it is necessary to expand the category and industry.

In fact, the diversified expansion intentions of home appliance companies such as TCL and Chunlan were not intended to solve the needs of many consumers in the market, but only to meet their own scale expansion and profit improvement. Always think that anything can be done.

In the end, ignoring the era and the consumer background, many consumers have been deeply impressed with the brand of home appliances. It is difficult to make a brand of home appliances that started with air conditioners or color TVs as the preferred brand for mobile phones or computers. So the failure of diversification at that time was doomed from the beginning.

At present, behind this round of home appliance companies "doing addition" movement, you can clearly see. Home appliance companies are not just to meet their own scale expansion needs. Instead, it focuses on user needs and experiences to establish a complete set of application scenarios.

For example, many home appliance companies from air conditioners to air purifiers, in addition to formaldehyde, and even new product categories expansion and layout, is to build a solution to the family's indoor air quality landing program. Not just to grab market share in a field.

Faced with the rise of home appliance companies from the "subtraction" to "do addition", for many home appliances companies must be soberly aware that this is not a simple diversification expansion, but the market-oriented And the consumer's new start.

Then, home appliance dealers naturally also need to keep up with the pace of home appliance companies, start a round of consumer-oriented business model, business category and business methods of major changes! To keep up with the pace of the times.