What are the characteristics of the development of household appliances industry in China?

According to Bian Xiao's observation, the development of home appliance industry in China has gradually become the main force of home appliance consumption with the post-80s and post-90s, and the home appliance industry has also entered a young adjustment state. Looking at home appliance stores, the brand began to expand from a single commodity to various sub-stores, and each sub-store clearly pointed to young consumer groups. Brands are "pretending to be young", not only the product positioning is getting younger and younger, but even the brand image is becoming more and more suitable for young people's tastes.

First, the products in China's home appliance industry are young.

Under the Internet trend of thought and intelligent transformation that swept all household appliances, the forms, sales channels, businesses, profit patterns and many other aspects of household appliances began to change, including the entertainment promotion methods based on Internet language and the promotion methods with new network keywords as gimmicks, which are constantly rewriting the consumption patterns of all occupations. The real significance of entertainment of home appliance enterprises lies in grasping the main customers now and in the future-young consumer groups.

Oaks pushed two smart children's air conditioners and repeatedly stressed that Oaks should "be the favorite home appliance brand for young people". At the same time, TCL Communication launched an independent Internet brand-Momoda. The brand's products are located in a thousand yuan smart phone mall, mainly sold through online channels. However, from the brand name, it is obvious that the positioning of Moda Shopping Mall lies in the collective consumption of young people.

In practice, in recent years, major well-known home appliance brands have changed their focus and launched their own Internet-specific brands for young consumers. Even the traditional household appliances brands we are familiar with are no exception, such as Skyworth cool open, Konka KKTV, Haier Commander, Changhong CHIQ, Hisense VIDAA and so on.

The rapid development of Internet technology and the generative growth of mobile terminals have made new efforts for the home appliance industry. When all kinds of wifi, Bluetooth, constant temperature and infrared scanning invade the functions of household appliances, customers' usage habits will inevitably be changed. The post-80s and post-90s, as "fresh people", have become the pioneers of household appliances reform. In the final analysis, there is a mutual promotion and congenial relationship between young customers and young home appliance brands.

Second, the products of China's home appliance industry have gradually become lively.

The release of new products of home appliance enterprises has gradually become "fancy", and the appearance of traditional solid color TV sets has gradually been replaced by bright, beautiful and lovely pictures. In the air-conditioned cargo platform of shopping malls, besides off-hook air conditioners, there are many off-hook machines in pink, light purple and pink blue. Cabinet air conditioning has also changed the previous rigid and boring plan. Pink and burgundy can be seen everywhere, and some air conditioners even have shiny beaded patterns on their panels.

As early as 2-3 years ago, these "fancy" goods began to appear. At first, the company's output was not very large. Later, I did experiments in shopping malls and found that many young customers were more willing to spend a certain amount of money on beautiful-looking goods, so the output was advanced. Today, these commodity lines have begun to be "unique" and strive for the collective consumption of young people in commodity shopping malls.

Three, China home appliance products from selling goods to selling customers.

Whether it is to establish a new brand or change the packaging scheme, it is to meet the needs and tastes of young customers very well. The biggest beneficiary group of intelligence is the younger consumer group. Getting close to young people and catching young customers has become a big challenge for traditional home appliance enterprises in the process of Internet transformation.

In the past, many home appliance enterprises mainly sold goods and set up counters to sell goods. However, compared with these traditional "selling goods" brand companies, new Internet companies know how to manage customers better in the process of transformation, among which Lenovo is the leader in the industry. Lenovo has always adhered to the online and offline "Lenovo powder" full interactive promotion method. Compared with Lenovo's products, Lenovo powder is first placed in the promotion direction.

In Lenovo's annual sales of 7 million mobile phones, 42% of users have repeatedly bought two or four mobile phones. These are inseparable from a series of customer-based Lenovo promotion such as star effect, precise positioning and hunger promotion.

After experiencing the rising period in previous years, companies have ushered in the period of brand strategy adjustment, and rejuvenation has undoubtedly become the top priority of brand promotion in the home appliance industry. The rejuvenation of home appliance brands can not only rely on promotion channels, but also need multi-level and all-round promotion from commodity experience, promotion, mode change and user demand.