Is the selection of expensive or selected high-end home appliances fanatic fans who have eyes?
High-end appliances continue to stay high
It can be said that the industry has talked about the development of the home appliance industry. The high-end adjective has already been used badly. The rise of high-end home appliances that are well-intentioned lies in the following three major factors:
First, consumption upgrades spawned. On the one hand, the level of the national economy has risen sharply in recent years, and the scale of the middle class with strong spending power has continued to expand. There are 800 million consumers in China today with mature purchasing power, and more than 100 million people belong to the middle class. The middle class has gradually become the mainstream consumer group in China. They are pursuing Wumart and are no longer sensitive to price factors. 26% of the middle class require the quality of home appliances to be high-end.
On the other hand, the conversion of consumer entities began as the main force of consumption after 80/90, and they were even more eager to pursue high-end, personalized home appliances. At the same time, the “50′s†as the main profit-maker of reform and opening up is the first generation of wealthy retired people and will open new market segments.
Second, the market environment is forced, for example, raw material costs rise in the first half of the year. As we all know, from the second half of 2016 to the first half of 2017, the prices of various raw materials such as hardware, wood, metal, iron ore, coal, and steel have soared, and the operating pressure of small and medium-sized home appliance companies has continuously increased.
Faced with the rise in raw material prices, many companies directly issued price notifications, hoping to reduce their operating pressures by increasing product prices. However, there are also other companies that have accelerated the supply-side structural reforms, aimed at the high-end and technology market forces, abandon the traditional competition methods of homogenization and price wars, and respond to the severe market challenges. Environmental factors can be described as high-end transformation of enterprises**.
Third, the inevitable result of structural transformation and upgrading. Xu Dongsheng, deputy director of the China Household Electrical Appliances Association, believes that the Chinese economy is in the new normal state of transition from high-speed growth to high-speed growth. Household appliance companies need to change the previous heavy-duty, heavy-speed development model and change the original production methods. The “Thirteenth Five-Year Plan†is the key five years for whether the Chinese home appliance industry can adapt to the changes brought about by the new normal, complete the task of transformation and upgrading, and achieve the goal of a global home appliance powerhouse.
With the aid of structural reforms on the supply side, the structural transformation and upgrading of the home appliances industry has entered a climax, and the high-end home appliance products are the performance characteristics of structural transformation and upgrading.
Is it expensive or correct? This is a question
It is undeniable that the rise of high-end appliances has provided more choices for the middle class and, to a certain extent, has met their demands for a high quality of life. However, for those consumers who want to buy high-end home appliances and have limited economic conditions, the purchase of high-end home appliances needs more consideration, mainly because high-end home appliances are expensive. High-end household electrical appliances are prevalent, and the overall average price of the home appliance market has increased substantially. There are tens of thousands or even hundreds of thousands of yuan worth of products.
Taking the popular smart home appliance on the market as an example, after opening the refrigerator to take out the ingredients, the user asks the refrigerator, “What to do with braised ribs?†The refrigerator display immediately shows a cooking instruction video; before sleeping, set it on the phone in advance. Bath time and water temperature, the lights in the bathroom light up automatically, and the bathtub starts to drain/adjust temperature... This seemingly smart, interconnected blueprint for life has been quietly used in some homes.
However, due to the current development status of the smart home, it will also lead to large-scale smart appliances because the price is too high, difficult to interconnect and interoperate between different brands of products, the function of tasteless and other issues, can not quickly open the market. On the contrary, those small appliances that are cheap and practical are more malleable and more frequently used.
At the same time, subdividing into a single high-end single product, in recent years the TV industry has emerged a lot of high-end display technology terms, such as OLED, QLED, frequency conversion technology, laser projection, artificial intelligence, but not technical consumption People buy homes at high prices, and many functions are not used often. In particular, the convenience brought by artificial intelligence technology does not adapt well to user habits. "4K," "8K," "Wide Color Gamut," "HDR," "Dynamic Saturation," "Ultra Thin," "Surface TV," and so on, these technical terms are merely frivolous decorations that enhance life. People.
It seems that the rise of high-end home appliances, the majority of consumers have fallen into the "purchase whether the choice of home appliances is expensive, or choose right" choice.
The eyes of high-end home appliances maddened fans
It must be said that in recent years, the trend of high-end home appliances has been on the rise. Both general consumers and large home appliances companies are pursuing higher-end, higher-quality products. The entire market has suddenly created a kind of “full cityâ€. It is the market atmosphere of high-end home appliances. And this trend down, I believe that has begun to fascinate the eyes of some of the main body of the link.
The first is the consumer. The general consumer chooses the home appliance product, does not obey the salesperson opinion, is the relative friend/general recommendation. Even some consumers do not understand the product technology, function, etc., but they blindly follow suit to buy high-priced home appliances, so that buying a home is not a decoration or use. Whether it is a family with good economic conditions or ordinary conditions, it is not high-priced home appliances that are suitable for their own needs. Many consumers cannot realize this, and they always think that high prices are necessarily good. They do not know that this is a wrong idea.
Followed by home appliance companies. At present, the wave of structural transformation and upgrading has greatly arisen. Many companies have invested heavily in high-end home appliances, and at the same time, they have also transformed the transformation of high-end images, which has brought them closer to high-end brands. Behind this, on the one hand, consumers are not clear. On the other hand, market homogeneity is more serious. Take TV companies as an example, the core focus of corporate marketing is to clear small and medium-sized inventory, and rely on large-size mid- to high-end products to drive overall sales and gain profits. This has led to the emergence of high-end, large-screen products on the market. The small and beautiful bedroom TV products are less and less.
Finally, from the perspective of upstream manufacturers, upstream manufacturers have been focusing on high-end home appliance manufacturing in recent years, and the levers of low-end and end-products and high-end products have been unbalanced, and the follow-up could easily lead to structural problems in the market. The loss of mid-to-low-end market is related to the different priorities of upstream manufacturing.
In summary, the development trend of the home appliance market is already obvious. As one of the key trends, high-end has begun to show up in the consumer market, but this does not mean that all high-end home appliances are perfectly suited to the needs of each family. Just to say that high-end home appliances have better quality and better experience, of course, this is based on the premise of "expensive". Instead of using high prices as a ruler, it is the right way for consumers to buy home appliances.
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