What are the reasons why household appliance manufacturers are eager to adjust their business objectives?
Towards the end of the year, the enterprise began to start the next year's plan and contract signing. For enterprises and people who have experienced twists and turns in the market in 2022, it must be different from previous years. Before December, most manufacturers were relatively conservative when negotiating task contracts with businesses. At the beginning of December, there were 20 epidemic prevention and control measures. Especially after the new 10 measures were released, the mentality of enterprises seemed to have changed.
The industry should note that many home appliance enterprises have adjusted their task indicators for the new year internally and have improved their business indicators for the new year. In particular, the cooperation target of cooperative merchants has been improved a lot. The 10% growth obviously cannot meet the requirements, and even the growth target has been increased by 30% - 40%, or even higher, far beyond the previous growth target.
Why do household appliance enterprises change so much? What are they worried about? What are the considerations for the urgency to adjust their market strategies? In fact, the soul of home appliances understands these measures taken by manufacturers to make rapid changes. After all, no one expected that the situation would turn sharply. Then, it is necessary for the manufacturer's market strategy to follow the situation.
The author is very understanding of this move of household appliance enterprises. The author believes that the manufacturers have adjusted their strategies consistently, not only following the model of mainstream brands, but also changing their overall judgment of the current and next year's situation. Changes in the objective environment, coupled with the subjective enterprising mentality, will inevitably lead to strategic adjustments. So what are these objective changes?
First of all, we are optimistic about the market after the liberalization of the epidemic. In the past three years, household appliance manufacturers have indeed experienced the squeeze of the market. On the one hand, consumers are generally busy fighting the epidemic and have no energy to pay attention to the consumption of household appliances. After all, household appliances are not necessities of life, but only commodities to improve the quality of life; On the other hand, the epidemic has led to the reduction of everyone's economic income, especially the expected reduction of future income. They are afraid and unwilling to consume non necessities. Now that the epidemic has eased, both manufacturers and consumers have great expectations for the economy next year. Since there are expectations, there will be market impulses. Isn't it normal market behavior to raise market expectations?
Secondly, the concept of "no advance is retreat" under the market economy. The home appliance market is a mature market, and the competition is already very fierce. During the epidemic, we can't do anything. Now we have let go, so no one will want to give up. Since we want to be a market, we must seize the market first. As the saying goes, the market is like sailing against the current - if you don't advance, you will retreat. You must seize the opportunity to take the lead. Therefore, it is natural for manufacturers to improve their index requirements. It should be understandable that every manufacturer will readjust its contract plan for next year, which was suppressed by the epidemic some time ago.
Thirdly, the basic laws governing the operation of the household appliance market are firmly established. An industry personage believed that, even if there was no epidemic and no geographical conflict, the home appliance market would also rise and fall, and it could not be smooth. From the perspective of the household appliance industry, since the epidemic has suppressed the market for so long, the market will rebound greatly as long as the epidemic situation is alleviated. After all, how much consumer demand has been suppressed in three years? Next year is the first year after the epidemic. Once these overstocked consumer desires are opened, they will soon form a herding effect, leading to the expected consumption explosion next year. Therefore, it is reasonable for manufacturers to raise their expectations.
Also, the real estate policy shift brings hope. The household appliance industry is highly dependent on real estate. The high growth in the past decades is based on the rapid development of real estate. The real estate has been regulated in the past two years, which is also an important factor in the slowing down or even negative growth of the household appliance market. Now the real estate regulation is relaxed, which will certainly make the real estate stronger again, and this will also benefit the home appliance industry. Because of this, household appliance manufacturers dare to increase their expectations for 2023, leading to higher adjustment of growth targets.
Finally, the mentality of competition among industry enterprises. The pattern of household appliances industry has been finalized. Although the characteristics of leading enterprises are different, the gap between the comprehensive capabilities of enterprises is very small, and the mentality of competition among enterprises is very strong. This is like sailing against the current. Therefore, in order not to lag behind, each enterprise must take the lead in rushing forward and not fall behind the competitive enterprises, which is the competition rule of mature industries.
Although there are many favorable factors, the market is affected by many objective factors, such as economy, policy and emotion, and there is great uncertainty. These reasons can support the improvement of expectations to formulate new goals and appeals, but we should also see that there are still many adverse factors that still restrict the continuous growth of the market.
Especially in 2022, which has tortured the market, enterprises and everyone, many people have left a shadow under the market pressure in this economic environment. After all, in a market that can not be used vigorously, whether it is manufacturers or everyone, how much ability is always a kind of torture. This kind of psychology will restrict consumers and operators subconsciously.
Moreover, the global economy is in a difficult situation, and the downward pressure is very great. Moreover, the geopolitical conflicts that caused the global economic downturn continue. Today, with the gradual integration of the global economy, it is impossible for domestic operations not to be affected by the global economy. In fact, there are still many uncertainties in the global economy. 2023 is still a year of economic weakness. Can the domestic market really be independent?
Is it wise to adjust market expectations? Or forced choice? This is also a problem that the industry needs to think about. It is meaningless to simply follow the trend. After all, the market operates according to objective laws and is not affected by anyone's subjective will. Therefore, the industry and manufacturers also get rid of anxiety by respecting the market rules, and carefully operate all kinds of preparations. No matter what the market trend is, they can deal with it freely.
