The change of the chief "seeking change" in the appliance industry

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Taoism has the cloud: "Status quo".

However, with the rapid change of information technology and the changes of business model, this "change" of another clock interpretation, or will be "to change should be a slew" as a new starting point. To adapt to the needs of the times and the contingency strategy, is the Internet, the end of the era, intelligent and so on the forefront of technical positions of choice, in different segments, this trend is increasingly evident.

The choice of domestic home appliance brand Commander-in-chief has adopted this new strategy.

Commander-in-chief seeking change

November 2, 2016, the commander in Qingdao held a conference, formally proclaimed the brand positioning as "light fashion home appliances Pioneer", and the commander of the VI design has also been a new design of the makeover.

In response to the change of the enemy, "Commander" brand name, Haier Group vice President Li Hua just in the communication with the media revealed the reason for the change. He revealed that as a result of the traditional brand cultivation, home appliances to the countryside and personalized route after the different stages of experience, more and more began to realize the real demand of the market, so for different periods of market demand and the self-change, is the commander of the continuous progress and development of the power. Li Huagang said that at present, the commander in a new posture into the "Light Fashion home appliance Pathfinder" New positioning, that is fully responsive to consumer and market changes in the needs of the embodiment.

And the former commander focused on personalized and customized mode is not the same, the leap to light fashion home appliance positioning strategy, to a certain extent, to enhance the commander in the products, services and other aspects of the new competitiveness and operating efficiency. Because in the current household appliances market, young users in life style, pursuit and quality and other aspects of the demand has undergone great changes with other times, so to meet user demand and market trends, this is the leader through the effect of change to achieve comprehensive development of the best choice. Judging from the present interpretation, the new brand positioning with the internet trend, reflecting the international perspective and the Chinese brand confidence and other characteristics, this is the commander in the development process adhere to the concept.

In the process of conveying the label "fresh, fashionable, energetic, advancing with the Times", young users are the most direct service people in command. For the commander-in-chief, the advantages of targeting younger users are not only reflected in the commander has a wealth of user experience, but also in the understanding and knowledge of the user's psychological aspects, the "light fashion" brand concept and Commander in itself in the value of the same strain. From this point of view, the commanding power of the market and re-layout of the user community mentality, is the reorientation of its position.

The trend of change

In the stage of information technology development, the updating frequency of home appliance products has not followed the leap-over mode of other terminal components such as computers, but it has been continuously promoted on the basis of satisfying the needs of the Times, which constitutes the steady forward of the home appliance industry, and slows down the development of the whole industry to a certain extent.

The most typical embodiment is the impact of the Internet wave on the home appliance industry.

Before 2010, the home appliance industry adhered to the traditional function and cost-effective characteristics and steady development, but with the mobile internet wave and intelligent trend, home appliance products embrace new changes and become consensus. In this stage of change, the change of consumer groups is also an important factor, especially in the more detailed product demand, more personalized product experience, the new information age makes the traditional home appliance industry urgently need to help themselves through change. Commander in chief is such a background through the development of several years to transform the fast lane, which is China's home appliance brand transformation vane.

After 85, the user group is gradually becoming the pillar of society, and this group, is inevitable to become the home appliance brand to face the target group.

While this group has become a pillar of social economy, their work and living conditions are making them gradually into full social life, and at this time they are in the age advantage, also decided that they still retain the pursuit of fashion, vitality, personality of life attitude, and the desire for quality of life, It also advocates the unique values of low cost. In this group of young users, they reveal the need for life is the direction of the value of the commander-in-chief, in this regard, this group and the commander is same strain.

Layout industry

In China's home appliance landscape, Commander-in-chief has congenital conditions and acquired advantage.

In its own competitive strength, the commander of the Product Development Technology, service network and so all enjoy the absolute resources of Haier system, can make the commander in product development, user experience, such as a ride dust. In the acquired advantage, the leader for several years of cultivation and user reputation, to protect its fierce market competition in the strong strength. However, the commander in such a foundation in Shanghai to explore the third road, which is mentioned at the beginning of this article through the "Light Fashion home appliance Pathfinder" repositioning strategy, and then re-layout of the industry.

The intent of the commander-in-chief is not only obvious but also very necessary--in addition to the current market and user needs, the commander's own strategy to focus on the younger group also makes the commander of the Group A more focused person in this area, thus facilitating the popularization and expansion of the business. On the other hand, the commander of this layout also makes it and Casarte, Haier in the market to form a alliances, mutually updated strategic advantage. This means that in the future of the home appliance industry, commander-in-chief and Casarte, Haier will jointly become a comprehensive layout of all elements of the collection.

Then, based on this demand and re-start to the young user group, the new commander, in the press release of the word pattern refrigerator, really my series washing machine, Doraemon, Hello kitty theme appearance and other elements of the new products and technology, naturally become its comprehensive expansion of the field of the layout of the booster agent. Even in the not-too-distant future, the Commander-in-chief will be expected to face more new products and new technologies in the market.

And now, it may just be the beginning.

Finish

Zhu Yi, Science and technology from the media, well-known opinion leaders.
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The change of the chief "seeking change" in the appliance industry