The road to subsidy: the future outlet of brand upgrade appliance Enterprises

The news of the official expiration of the energy-saving subsidy policy makes the entire household appliance industry's future seem to be overshadowed. The Government's support policy to the home appliance industry stimulation and the help function cannot neglect, from before the energy conservation subsidy policy expires, the consumer buys frantically buys the energy-saving electrical appliances The scene to be obvious. Now once this stimulus source is lost, home appliances companies may be slowed down by the original high-speed growth, or even a setback.

In addition, as a result of a number of government-supported policies in the past few years, whether it is one or two-line big city or three or four-line small city or three or four-level rural market, market demand is stimulated in advance, the entire home appliance market has tended to saturation situation. Therefore, if the home appliance enterprises are still only step-by-step product upgrades, can not stimulate the entire household electrical appliances market demand, natural development speed will be very slow. To find another way is the immediate urgent. At present, accelerating the industrial upgrading of enterprises is imperative, and in the process of industrial upgrading, brand upgrade is particularly important.

Industrial upgrading is imperative and urgent

According to the latest news from the Ministry of Commerce, 2012 national (excluding Shandong, Henan, Sichuan, Qingdao) home appliances to the countryside product sales 79.913 million units, to achieve sales of 214.52 billion yuan. According to projections, by the end of the January 2013 policy, in four years of time, the total sales of home appliances to the countryside to break 300 million units has become a foregone conclusion.

Since June 2012, the policy of energy-saving subsidy has been implemented. Up to now, the central government has allocated subsidy funds of 12.2 billion yuan, the promotion of five types of energy-saving appliances more than 65 million, pulling consumer demand more than 250 billion yuan, can be said that energy-saving home appliances subsidy policy has achieved remarkable results. And in the policy implementation of the year, the number of energy-saving appliances sales increased significantly. According to statistics, the monthly sales of energy-saving appliances from June last year to increase the number of more than 1.6 million units to the current 7 million. The market share of energy-saving household appliances has expanded greatly, and the market share of energy-saving flat-panel TV has reached 93%, and the market share of energy-saving air-conditioning, refrigerators and washing machines is 53%, 57% and 46% respectively.

In addition to home appliances to the countryside, energy-saving subsidies, as well as the old for the new and other support is quite large policy. And from the above data can see what these government support policies for home appliances enterprises, meaning that almost is the driving force of home appliances Enterprises, lifeline. And as these policies have fallen, household appliance companies have entered a dilemma.

On the one hand, product sales will certainly be reduced. This is because the market after a few years of stimulation, has become saturated, another household electrical appliances product life cycle is long, no price advantage, consumers will not easily shot. On the other hand, the state subsidy obtained by home appliance enterprises will also disappear. For example, Zhi-GAO Holdings in the first half of 2010 to get the government energy-saving subsidy as high as 590 million yuan, and the first half of the company's net profit is only 278 million yuan.

Therefore, the industrial upgrading of home appliance enterprises is imperative and urgent. The so-called industrial upgrading refers to the overall industry from low value-added to high value-added mobile, as well as the improvement of industrial efficiency, the result is that products more competitive. Through industrial upgrading, home appliance enterprises can achieve the goal of healthy development in the "post-policy era".

Brand: The most important of industrial upgrading

Brand is undoubtedly the most attention to the intangible assets of each household appliance enterprises, in the industrial upgrading, the brand to upgrade absolutely to take the first step. But now the domestic appliance enterprise brand Although the credibility is still in, but its content is somewhat outdated. For example, when talking about Hisense, Haier, Konka, Changhong, gree and other domestic appliances big brands, you know that their products are good, but they can not say what the difference.

In this respect, the rapid development of the smartphone is definitely a home appliance enterprises are learning role models. The first reaction, for example, is that the iphone is the best, most gorgeous, stylish smartphone of all, and the first thing people think about is the big screen and the super hardware; when it comes to Sony, the first thing people think about is its industrial design and advanced technology; mention HTC, The first thing people think about is the shape of its ham and intestines ...

It can be said that the current domestic appliance enterprise brands do not have their own characteristics, do not have their own distinctive characteristics, so that consumers can not be a sudden difference, more frightening is not to cultivate their own fans and hardcore fan, did not form a certain cohesion. In this way, consumers tend to rely on word of mouth when choosing household appliances--they are almost all the same.

In addition, with the development of the household electrical appliances market gradually become the main force, they pay more attention to the brand effect. It can be said that for home appliances enterprises, in addition to step-by-step to accelerate the upgrading of products and technology, for the brand to inject younger and fashionable elements, a large span of the brand upgrade is imminent.

But how to upgrade the appliance brand? In this regard, with the popularity of new media such as micro-blogging, with the rise of mobile terminals such as smartphones and tablets, home appliances companies should devote more energy to the areas where young people are more concerned. In other words, we can not rely on traditional marketing channels such as newspapers and television, but rely more on the current and future popular new media and communication fields. In addition, the product experience, user needs, intelligent technology and other aspects of the combination, to create a new trend, will be a new era, the life and the new future spokesperson.