What changes can digitalization bring to household appliance brands and consumers
In recent years, more and more home appliance enterprises will mention the layout of digital level when introducing their strategic transformation to the outside world. Digital application has gradually become an important chip for home appliance enterprises to maintain market competitiveness. So for household appliance enterprises, what support can digital applications bring to household appliance enterprises in marketing, service and other aspects? At the moment when leading enterprises begin to increase their digital transformation, is the digitalization of the layout of small and medium-sized enterprises operable? What new changes will digital applications bring to consumers?
Focusing on the reform of marketing mode, digitalization is the digitalization of the key household appliance industry, which is essentially to make the reform of marketing mode. It can be seen that in recent years, there is a general consensus among leading enterprises, waist enterprises and tail enterprises in the industry that the marketing mode of the household appliance industry will gradually shift from the traditional marketing mode with distribution channels as the main driving force (hereinafter referred to as "traditional marketing mode") to the new marketing mode with terminal retail as the driving force (hereinafter referred to as "new marketing mode").
Under the traditional marketing mode, brands only need to pay attention to the distribution channels, distribute products to the latter, and make them better sell goods through some channel incentive policies, which is more a management mode. For brands, as long as they have good products and appropriate prices, they will be able to sell, so they don't need to pay more attention to the demands of consumers. However, with the diversified development of consumer demands and the continuous white hot market competition, brands have to turn to the model driven by terminal retail. How to bring more customers, how to get better sales performance, and how to find potential business opportunities are also the problems that need to be solved under this marketing mode.
At present, many home appliance enterprises are emphasizing digitalization. An important reason is that it can solve the problems existing in marketing models such as product sales, inventory turnover, revenue improvement, etc. but when doing digital applications in traditional marketing models, these goals cannot be achieved. Therefore, digital applications must also carry out some model innovation.
For example, C-end marketing methods such as live broadcast and discount activities are applied to terminal retail outlets to guide and empower marketing for terminal retail outlets; Publishing marketing advertisements online to attract users to offline stores and facilitate transactions are all changes brought about by digitalization to the marketing model.
Another important change of the new marketing model - its core role is the consumer, which is very different from that under the traditional marketing model, after the brand sells its products to the dealer, it only needs to pay attention to whether the dealer continues to order, without paying attention to who the consumer is.
Under the new marketing model, brands need to work with channel dealers to operate C-end consumers, understand consumer demands and market trends, so as to better promote product innovation and development, and solve efficiency problems from the model level. In terms of specific issues, the application of digitalization in the new marketing model is mainly reflected in three aspects. From the perspective of marketing investment, digitalization can achieve more accurate marketing by establishing user portraits and feature models, and then help brands better put marketing expenses directly into terminal sales outlets, reduce the cost loss caused by the distribution system, and improve marketing efficiency.
From the perspective of turnover efficiency, digitalization can better help brands understand the sales situation in the market. Under the traditional marketing mode, many enterprises will realize the sales of goods by means of layer upon layer logistics transfer. In the final analysis, they do not know where the market demand is. Digitalization can help brands understand the market sales situation in this process, such as terminal sales, which products are sold online, the sales data trend of the past year, etc. on this basis, inventory replenishment and logistics adjustment can be carried out more accurately through some intelligent models.
From the perspective of people, business personnel, enterprise background managers, dealers, terminal retail store owners, etc. are all roles in the whole marketing chain, and they participate in different business nodes. Digital application can play a greater role. Behind it, the brand needs to establish data online in the whole process from marketing launch to transaction sales, distribution, performance after-sales service, and use digitalization to help all roles in the marketing chain improve operation efficiency, performance distribution efficiency, and terminal service efficiency in the process of business decision-making and implementation.
The digital application of marketing mode seems to only appear in the top enterprises in the household appliance industry, but the current business environment and epidemic situation and other factors also affect the determination of medium and long tail enterprises to invest in digitalization to a certain extent. Zeng Wei, a senior expert in the home appliance industry of Yunqian technology, told the reporter of home appliance network that digitalization is a long-term investment, but this does not mean that all things need to be completed at one time. Before investment, enterprises should think clearly about the goals and directions, what the overall strategy is, and divide it into countless nodes and goals to achieve step by step.
In addition, small and medium-sized enterprises are prone to fall into two extremes during the digital transformation. One is to think that their own model is the most perfect and best, and the other is to think that their own model is not good and copy the models of other enterprises. Based on the practical experience of more than 200 lighthouse customers served by cloud migration, Zeng Wei believes that there are problems with both methods. Digital applications essentially need to integrate some genes of Internet digitization with the traditional business genes of enterprises. At this time, some new ways and new blood are needed to help them establish a digital framework and introduce other excellent experience. What changes can digital applications bring to home appliances and users? In recent years, more and more enterprises have begun to make corresponding layout for the scenario of home appliances. The concept of scenario of home appliances is actually a transformation from the concept of complete sets of home appliances, which is a kind of sales linkage idea taking into account the characteristics of durable goods of home appliances.
However, different from traditional complete sets of household appliances, the scene of household appliances needs to be based on intelligent applications, integrate some new products into the home environment, and provide users with a better service experience, which also needs digitalization to play a role. At present, the application of digitalization in the landscaping of home electric field is mainly reflected in three aspects.
The first is to help enterprises precipitate consumption portrait data, more accurately understand the use needs of different groups, and ensure that the scenario of products is consistent with consumer needs. Behind it, digital applications need to make some improvements in the pre-sales, sales and after-sales stages, and change the service mode from passive product services to active marketing services.
The second is to solve the problem of user experience, so that users can perceive the real effect of the whole scene, such as helping consumers choose products or do DIY design in stores through 3D models, VR, AR and other technical means, so as to realize WYSIWYG. The third is to solve the problem of ecological integration. For example, on the basis of enterprises' own home appliances, some enterprises are also doing cross-border integration with household brands and interconnection between products of different brands. Zeng Wei believes that in the past, many enterprises wanted to seek cooperation, but there were problems in the process of cooperation, such as how to get through the transaction chain, how to share the interests of customers, how to share user information, and so on. Digitalization can help brands break these barriers between the industrial chains, let more brands carry out ecological cooperation, and achieve real scene sales.
Brands can achieve multi-dimensional improvements including marketing and services through digitalization, and consumers are also the beneficiaries of digital applications. In recent years, people's requirements for product demand and quality of life have increased, and consumption upgrading has also been mentioned repeatedly.
In this context, digital applications can connect brands and consumers directly, and consumers' needs for products and services will be better met.
Digitalization also eliminates the information gap existing in the traditional business model and provides consumers with more transparent product prices, which also means more choices and rights to know. For consumers, they can better choose the products they really like. It should be noted that intelligence comes from digitalization, but the two cannot be completely equated.
Zeng Wei believes that pure intelligence is difficult to solve the real pain points of users. Only after the promotion of digitalization can intellectualization be truly realized. For consumers, some products will show a better use experience.
