Opportunity: The Internet brings new opportunities for foundry industry

The way to do products with internet thinking has begun to spread in the manufacturing industry, if the emergence of millet mobile phones can be regarded as a special case of it manufacturing, the advent of the video super TV to make the traditional electrical manufacturing industry deeply aware that it is now indeed the time to change the initiative.

Opportunity: The Internet brings new opportunities for foundry industry

Millet, music as the case of deep stimulation of the domestic electrical and electronic manufacturing industry, everyone in accordance with their own business thinking, the mobile phone industry has millet, television industry has music, the refrigerator, air-conditioning, washing machines and other traditional appliances can also use the way of Internet thinking to go through?

The market, never lack of willing to rob the first to eat crab enterprises, the domestic largest refrigerator ODM enterprise Austrian recently frequent vocal, threatened to do "China's refrigerator industry millet." In the 2C market, most people are unfamiliar with the name of Omar, however, in the 2B market, Omar ODM identity has long been a large number of domestic and foreign refrigerators.

Founded in 02, Omar, by the executive team of Kelon, has been for the benefit of Pu, Candy, Indesit and many other EU refrigerator brands to do odm,2013 year Austrian refrigerator export volume of 3.48 million units, of which 2.55 million European Union, is China's refrigerator export single champion, "5 consecutive years of export first" , "refrigerator total sales among the top four", and in the European Union to harvest the "Chinese refrigerator Foundry King" title.

After seeing the success of millet and music, the Austrian horse plans to launch its own brand, want to occasion this wave of the internet era of the manufacturing wave ashore, from the ODM model transformation.

Positioning: From "China's refrigerator industry Foxconn" to "China's refrigerator industry millet"

Excellent production and processing capacity, so that domestic and foreign refrigerators brand Omar Pro-Lai, has been the industry has been sealed as "China's refrigerator industry foxconn." However, in the new era background, Omar already do not want to stop at the fate of OEM processing, began to try to make their own "China's refrigerator industry millet", which means that the Austrian horse's own strategic positioning will change dramatically-from the 2B market to 2C market.

This strategic adjustment, in line with the current market situation in China, in the internet age, consumers more and more in-depth understanding of the brand, while catching up with domestic manufacturing overcapacity, market competition is increasingly fierce, the lack of brand-based products not only difficult to sell high prices, more difficult to go, in such a market environment, not only "the refrigerator industry Foxconn" In making adjustments, even the real Foxconn is actively exploring its own branded products.

Both sides, in the Internet to improve consumer awareness of the threshold of the brand, but also reduce the threshold to create a brand. In the past, 10 years to achieve a well-known brand, now the fastest can be 1 years, or even half a year can be completed, Millet mobile phone is the most intuitive example. In the mobile internet age, consumers are flooded with information every day, which provides ample time and space for brand communication.

Do the refrigerator industry Foxconn is only 2B brand, and do the refrigerator industry is the millet became the 2C brand. In the past, to create a brand in addition to the narrow transmission channels, to traditional retailers also have more dependence on the traditional retail sales of the impact of the background, the electric business channel for the "2B 2C" provides an excellent consumer access, in the past two years, the Austrian electric business to try more smoothly, the turnover is close to 400 million yuan.

Products: from "ODM export" to "I ' m Cool"

Of course, to become the refrigerator industry millet, to provide Internet users with the needs of the product is the first, which requires excellent quality to sell the lowest price.

Science and technology is the first productivity, and the price is the first driving force, quality products sell ultra-low prices, millet and music as a foothold in the core of the model. Omar want to become the refrigerator industry millet, must meet the "high-quality low-cost" premise, productivity and driving force perfect combination to produce irreversible market offensive.

Fortunately, there are many years for the European brand ODM experience, Omar in the product manufacturing process to accumulate technical advantages for it to become the refrigerator sector millet to provide sufficient possibilities. In the price, the Austrian horse chose the basic approach to earn only 799 and 899 of the pricing strategy, while in the channel is the use of the whole electric business channel strategy. This kind of market play, and millet and music are basically the same.

Although Omar claims to rely on the procurement advantage of its supply chain, the price is still earning, but it can be clearly seen that making money is not the primary goal of Omar, shaping the 2C brand is its current most important to do.

Omar the target group as "the first refrigerator for young people," aiming at the first-line urban floating population, the young people who just came out to work as the target group, launched the "I ' M cool" series of products, this series of products in addition to maintaining the basic strategy of quality low-priced, from the outside of the refrigerator packaging to the interior, gifts and so on, Also are the language of the young people to read inspirational, give a fresh open box experience.

Thinking: Transformation from "engineer thinking" to "internet thinking"

In fact, Omar from 2B to 2C brand, is an enterprise thinking innovation, from "engineer thinking" to "internet thinking" transformation. In the 2B market, only good products, quality, prices and customer service, Omar will be able to win the brand side of the order, and the 2C market is very different, there are good products, good price, but not brand awareness, consumers still do not buy, this is the ODM enterprises to OBM market often encounter difficulties.

Engineers thinking is blindly focus on doing good products, and ignore the importance of brand communication, and Internet thinking is on the basis of good products to do the brand spread. For the young group's consumer market, You Youjun, vice president of the Internet, has done "selling culture, do not sell products, sell inspirational, do not sell function" interpretation, in fact, the meaning of the words is Omar want to do with the young consumer groups dependent friends, rather than the interests of the trading relationship, its essence is the extension of the fan economy.

However, in the face of the Internet transformation, Omar also has its own problems. You Youjun In the media interview said: "Before the media can not be seen, even if the export champion, but also to the exposure of others feel very embarrassed." Now do the brand, to face the media, but the heart or resist. "Compared to the background of the Internet, the traditional enterprise transformation of the Austrian horse to adapt to the rapid changes in the pace of the Internet needs a period of time to explore the internet thinking of the brand spread, High-profile, active, show are standard, Austrian horse past low-key obviously not."

Omar to the Internet thinking of the transformation, or will affect a large number of domestic high-quality ODM enterprises. If successful in the refrigerator market, the Austrian case for the traditional enterprise more convincing, after all, compared to millet, music, Austrian horse is the most similar to their situation.

The internet brings the opportunity is not a threat, Omar has taken the lead in action, other traditional manufacturing peers, but also timely consider how to grasp this opportunity, from the most grassroots purchasing mode out.

Wen/Wang Liyang

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