From price war to value war, the revelation of Haier to the appliance industry

In recent years, by the macroeconomic downturn, real estate downturn and other factors, the home appliance industry showed a significant decline in the trend, home appliances slow, to inventory difficult to become a constraint on the development of home appliance enterprises. In order to solve these problems, many home appliance giants have adopted the traditional "price war" play, trying to increase sales by giving promotions, reduce inventory.

　　

However, from the actual effect, the blind bargain-oriented to the inventory model can only be to a certain extent to improve the inventory backlog of manufacturers, does not help to enhance the brand influence of enterprises, if the bargain is too fierce even to the Enterprise brand will have great damage. At the same time, the blind price war can not establish user loyalty, once the price callback, sales will immediately decline.

　　

In the home appliance giant Haier, the traditional price war is obsolete, the value of the game has become the theme of the home appliance industry. As we all know, product quality and service quality is the focus of user concern, but also the core competitiveness of household appliances enterprises, even if manufacturers to give consumers more value feedback, also must meet these two prerequisites. Recently, Haier in the country launched a "global hi" activity, quickly ignited a wave of consumer intelligence appliances, and this wave behind the two big weapon is Haier's latest products and strong brand influence.

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From price war to value war, the ecological support behind Haier's "world together Hi"

　　

From the above analysis we are not difficult to see, price war has been unable to adapt to the internet era of the survival of the home appliance industry, in this case, Haier advocated by the value of the war can let home appliance industry out of trouble? How should the value war be carried out concretely?

　　

The so-called value war, that is, to provide users with maximum value for the tone of the competition, because only to maximize user value, enterprise value can be maximized. In Haier's view, on the one hand, home appliance manufacturers to provide consumers with quality products and services, which is the prerequisite, on the other hand, the need for more diversified ways for consumers to give value feedback, it is best to drive users to participate, so that manufacturers and consumers in close interaction to complete the value of consumer feedback. and Haier "Global together hi" activity is able to smooth from price war to value war can not be separated from the strong ecological support behind it.

　　

According to the introduction, Haier has a wide range of foreign exchange, u+ ecological circle, connected factories and other platforms, the value of these platforms is that they broke the home appliance manufacturers and consumer information asymmetry situation, through the whole process of interactive experience, so that users can participate in home appliances manufacturing, so as to provide users with more intelligent, more innovative products.

　　

These platforms play a different role, among them, the foreign exchange platform set up a user, designers, global resources 0 distance interaction of the new model, allowing users to communicate with the designer of the personalized product design, so that users no longer passively accept the product, but to user demand as the production of continuous iteration of the engine. Connected factory through the front-link users, back-up research and development, the user needs and manufacturing resources seamlessly together, through intelligent interconnection, to achieve the intelligent manufacturing of mass customization, fully meet the individual needs of users. u+ Eco-Circle, through the joint of many third-party partners, for the platform users to provide more choice of space at the same time, to achieve with the third-party partners to create a common win.

　　

Through the above introduction, we are not difficult to see, Haier's ecosystem is around the user needs to start, to the user's interests, which is not only the Haier "value war" concept of continuation, but also its important core competitiveness. Now, Haier has set an example in the appliance industry, the future of household electrical appliances enterprises to enter the value of war, I am afraid also need to establish a sound ecological system.

　　

Technology innovation and product innovation help Haier brand influence continue to improve

　　

Of course, from the market level, they are most concerned about what kind of products Haier can bring, in terms of product innovation and technological innovation, what are the highlights?

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From a large point of view, Haier has now created a set of smart health appliances, these products through the linkage of intelligent living ecosystem, and gather the latest wave of innovative technology, truly solve the user pain points, to create the best user experience, for users to bring a comprehensive intelligent life experience. Among them, Haier self-cleaning series of unique patented evaporator self-cleaning technology can automatically clean the internal machine evaporator, Haier Kitchen refrigerator intelligent food management function can monitor the freshness of the food material in real time, and remind the quality of the food material, and the machine is washing clothes in the same time, can also wash their own clean ... These innovative experiences, which aim at user pain points and have a cutting-edge technology approach, are the performance of Haier's theory of value warfare.

　　

In fact, these products not only in the domestic household appliances industry in the leading position in the overseas market is also well received, by the overseas consumers snapped up. So, the root cause care, Haier to provide users not only the product needs to give, but also a product beyond the experience of supply, it is this experience stronger than the value of the product transfer, the end of the user experience to rise to a new realm, of course, in this process, Haier's brand influence will also be continuously promoted, I believe that under the impetus of Haier, the home appliance industry will quickly transition from a price war to a value war.

　Finish

Zhu Yi, science and technology from the media, well-known opinion leaders.
: Izhuyi
Public Number: Zhuyiweixin

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From price war to value war, the revelation of Haier to the appliance industry