Double 11 High end Household Appliance Enterprises Fight Home Appliance Market with "Discount and Profit"

Unexpectedly, the "Double 11" promotion this year will become the starting point for the price war of high-end household appliances. For the top high-end household appliance brands, what they worry about is that once the red sea situation of price war is formed, the market order of high-end products will be disordered, the product experience of high-end users will become worse, and the development space of high-end market will be limited.

This Double 11, high-end products and brands from Chinese and foreign enterprises have become the new protagonists in the front-line market competition. They have launched their own high-end brands or high-end products to compete in the home appliance market in the form of "concessions".

People from home appliance enterprises told the home appliance industry that, "Double 11 is a fuse. As some home appliance enterprises have completed a phase of product, brand and channel layout in the high-end market, their business strategies will turn to attack. Then, the price war in the home appliance market will quickly burn from low-end products to high-end brands and products. In the next three to five years, the price war in high-end home appliances will continue, one after another.".

With the price war raging towards high-end household appliances and consumer markets, what does it mean for the existing domestic and foreign high-end household appliances brands? What are the opportunities and changes facing the home appliance market and home appliance users? From the perspective of the household appliance industry, if the household appliances are only positioned as hardware for sale, then whether they are high-end or low-end, they will eventually come to the commercial stage of price competition, and will face lucrative, good profits, profit decline and other downward channels. According to the development and business logic of household appliance enterprises, where there are business opportunities and demand, there will be a situation of clustered competition. This is unavoidable, and it is not a business phenomenon. In essence, it is the helpless situation of enterprise competition after the industry matures.

In the short term, the price war of high-end brands and products in the home appliance market will definitely have a big impact on the original market operation order and competition pattern. However, the household appliance industry believes that, to a certain extent, the price chaos in the high-end market will not immediately seize the market share of the original high-end brands, but will only divert some of the market heat, create some new concepts and increase the market heat, but will not affect the original product pattern, product system and competition order.

First, the price war in the high-end market and products at this stage is not only the unilateral chaos of some market challengers, but also the competition initiated by high-end leaders. Therefore, the competitive initiative of this high-end price war has not changed, and major enterprises still take the initiative.

Second, focusing on the competition of high-end market, there is a mixture of good and bad in the market today. Some household appliances enterprises launch so-called high-end products to seize the market and take significant price concessions for high-end products. There may be some market heat in the short term, but once users compare or experience, they will find deficiencies, which will make imitators and followers more embarrassed;

Third, the current high-end market is hot and the market share is expanding, but there are not many competitive brands and products in the high-end market. It is difficult to win the trust of high-end users by imitating and copying products. This is also a puzzle and challenge for home appliance manufacturers in the future. That is, how to avoid fooling users under the banner of high-end products and brands, but in fact, it is a disguised price war.

Of course, for the leading brands in the high-end home appliance market, we also need to be alert to two points in this round of competition: first, in the face of numerous high-end market challengers, we can not ignore or despise them. As challengers, they have no burden and pressure, and are easy to mess with each other in the market. Therefore, some enterprises and brands cannot be allowed to compete disorderly in the high-end market. They can say what is false is true and turn what is true into a fake; Second, we should dare to break through and innovate in the high-end market competition, especially to create more high-end life concepts and lifestyles for users, take the initiative to jump out of a single product and hardware innovation, and explore more diversified ecological and resource services based on user needs to bring value-added returns.

Competition is neither bad nor difficult for high-end brands and markets in the household appliance industry. The key is that we need to find a breakthrough and sense of direction in the competition. Finally, we will find more space for the rise and development of the high-end market, rather than just fooling people under the banner of high-end!