Local companies vigorously promote the popularization of high-end home appliances

In this round of accelerating the popularity of high-end home appliances, is behind the United States led the domestic appliance companies operating behind the system and force, replacing foreign-funded enterprises to become the protagonist of high-end home appliance competition, competition means also presented new changes to technology The popularity of the system represented by services, consumer experience and consumer experience has replaced the traditional price war popularity.

In a short span of two years, the sales trend of “middle and high-end products” in the domestic appliance market has intensified. From inverter air conditioners, drum washing machines, multi-door luxury refrigerators, to cabinet air conditioners, and air-heated water heaters, etc. There has been a rapid increase in the market sales share, which has effectively promoted the industrial upgrading and structural adjustment of the home appliance industry.

However, people familiar with the matter disclosed to the "China Enterprise News" reporter that in this round of accelerating the popularity of high-end home appliances, is behind the United States led the domestic appliance companies operating behind the system and system forces, replacing foreign-funded enterprises to become high-end appliance competition The protagonist, the means of competition has also shown new changes, the system power represented by technology, services, consumer experience is popularized, replacing the traditional price war spread.

Why local home appliances companies can successfully replace foreign appliances in the mid-to-high-end market in this round of home appliance industry upgrading? What new changes have taken place in this round of competition compared with the upgrading of home appliances industry that was previously promoted by local home appliance companies? With the above problems, the "China Enterprise News" reporter launched a related investigation.

In mid-to-high-end popularity in September 2008, the United States took the lead in provoking a new round of “variable air-conditioner popularity storm,” followed by a series of popularization in the market of technology warfare, price war, promotional warfare, advertising warfare, and service warfare. Storm, through the 180-degree sine wave technology, 1 Hz ultra-low frequency technology, the whole machine 10 years of free repair, 1 year free replacement and other means to quickly stimulate the domestic air conditioning industry inverter air conditioner for more than 10 years, "tepid" dilemma . Since then, just two years later, Chinese and foreign companies such as Gree, Haier, Panasonic, and Daikin have followed suit and turned to the inverter air conditioner market.

In March 2010, the popularity of drum washing machine prices was implemented simultaneously in more than 20 cities in China. The price of drum washing machines of 5.2 kg and 7 kg for the first time saw an industry “shock price” of 1499 yuan and 2399 yuan, which broke down for 10 years. Since the high price monopoly of foreign appliances on drum washing machines, the price of the drum machine market fell below 2,000 yuan for the first time. This also directly promoted the sales volume of the drum washing machine in the terminal market. The initiator of this storm was the United States, followed by the rapid follow-up and response of Hisense, Sanyo, Panasonic, Haier and other companies, and also directly rewritten the brand pattern of domestic high-end washing machines.

In September 2010, Midea launched a large-scale promotion in the country with the theme of “multiple upgrades to Pratt & Whitney Storms”, with a strong lineup and group purchase of more than ten high-end multi-door refrigerator products such as three-door, five-door, and open-front doors. Discounts, packages, and other preferential measures set off a storm of popularity for high-end multi-door refrigerators. In response, the person in charge of the US refrigerator said that this will promote the in-depth popularity of high-end products in the United States and even the entire refrigerator industry, and will play a positive role in consolidating the industry second, impacting first, and accelerating industrial changes in the United States. Since then, the market popularity of domestic multi-door luxury refrigerators has suddenly accelerated, and Meiling, Rongsheng, Siemens and other companies have immediately opened the market popularity of multi-door refrigerators.

Since the beginning of this year, air-powered water heaters have risen again in the domestic water heater market. Midea has also quickly launched a new round of low-carbon air-energy hot water machines to popularize the storm and strive to promote air-water market share in the next 3-5 years. More than 50% breakthrough, to ensure that the United States in the air thermal water heater market more than 50% of the significant lead.

Market analysts pointed out that behind the popularization of these medium and high-end products, although the protagonist is beautiful, the key is to get the response and participation of many mainstream companies in the market, which together form an upsurge of popularization of high-end home appliances in the market. Although the popularization means is the price, but behind the price, the key is that the company establishes a corresponding matching and support system in the product core technology, market channels, product development, after-sales service and other industrial chains.

Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, pointed out that "high-end popularity represents the industry's future development trend. Midea's leading local companies first stepped in and guided industrial upgrading in this area, marking the Chinese companies' right to speak in the market. And the full establishment of influence."

Take market control The share of inverter air conditioner in the Chinese market has fallen from less than 8% before the prevailing storm to 50% in 2011, and is expected to completely replace fixed-frequency air-conditioners in the future. Drum washing machine in the market share from less than 20% before the storm to reach nearly 50% in 2011, especially in the frequency conversion drum washing machine and other products on the market share has also increased significantly. The market share of multi-door refrigerators from less than 20% before 2010 to nearly 70% of the market share in mainstream cities in 2011 shows that the market and consumer demand for high-end products has grown significantly. Right now, a new round of widespread storms of air-heated water heaters is underway in the market. The United States has expressed its hope to achieve a large-scale spread of the urban market within three years.

Behind the above data, a home appliance company official told the "China Enterprise News" reporter, "In these high-end home appliances market share has risen steadily, the key is the United States and other companies have grasped the mainstream trend of industrial upgrading, taking advantage of not only rewritten The traditional industry pattern of home appliances also enables Midland and other local companies to successfully grab market control power and product technology definition rights for high-end home appliances."

Professor Guan Yixuan, deputy director of the China Development Strategy Research Association, believes that “this round of mid-to-high-end popularization activities of Chinese home appliance companies represented by the United States cannot be simply viewed from the perspective of the market and industry. With the advent of home appliance giants, the game rules for Chinese companies participating in market competition are undergoing major changes."

The popularization of the past is mostly driven by the single means of price wars. In recent years, the popularity has been to provide consumers with “system upgrades, more functions, better prices, and better services” system solutions that ultimately satisfy consumers. The upgrading direction of demand. This is a manifestation of the internal strength of large companies in the external natural extension. According to Guan Yixuan, Midea has established a comprehensive resource matching system between industries, markets, and consumers. This will provide a model for future domestic companies to compete in the market, and it will also help the United States in other segments. Seamless docking and quick copying of product areas.

However, for the question of why the mid-to-high end is the leader of the United States, Xu Yuan, vice president of the China Market Society, believes that “This shows that the brand influence and corporate influence of the entire home appliance industry have been established and have been established in the market. The most important thing is that Midea is not only benefiting itself but also benefiting its peers in the process of promoting industrial upgrading, and ultimately forms a market responsive and interactive mechanism.”