Appliance companies have new breakthroughs?

The focus of modern home appliance business operations has gradually changed from channels to users. How to meet user needs, improve user experience, and stick to users has become the company's core work. Household appliance companies can satisfy the user experience through product, purchase, and logistics. However, AVC analysis of Internet big data company found that due to the homogeneity of home appliances, the sales model is similar, and the user experience is limited. ; And home appliance logistics construction is relatively backward, compared to easier to enhance the user experience, so logistics will become a breakthrough for home appliance companies.

First, the homogeneity of home appliance products is serious, and the difference in the use experience is insufficient

After decades of development, China's home appliance industry has already entered a mature period. The innovation power of home appliances is obviously insufficient. The homogeneity of products is also becoming increasingly prominent. Home appliances have become increasingly core technologies, as well as product functions and designs. similar. With the development of smart home appliances becoming an industry trend, smart home appliances should be a new driving force for home appliance product innovation. However, since it is a new direction of development, major home appliances companies do not have very clear and complete ideas, so once the market appears The designs that can attract users are quickly imitated, which to a certain extent weakens the differentiation of smart home appliances.

Severe homogenization makes users tend to consider product prices and brands when purchasing products, rather than the unique value provided by the product itself. Therefore, it is difficult to satisfy the user's differentiated experience through products.

Second, the sales model of home appliances is similar, and the purchase experience is limited.

At present, the sales channels of home appliance companies are relatively diverse. There are large chains, specialty stores, and flagship stores under the line. There are Jingdong, Tmall, and official stores online. Different channels rely on different sales models to provide differentiated shopping experience. The sales model of different brands of products on the same channel is not much different. Price reductions, promotions, bundles, buy gifts, etc. are still the most commonly used sales methods for merchants. Channels still rely on prices and other means to snatch users. However, brands do not have much difference in the shopping experience.

Some branded enterprise products have a new sales model with customized pre-sales, which brings users a brand-new shopping experience. However, this sales model has also been quickly imitated. In today's environment, relying on new sales models to provide a unique shopping experience, businesses will only have a lead time of up to three months, and they will quickly learn from competitors. Therefore, it is unrealistic to rely on sales model innovations to enhance user experience. Even successes will be copied quickly by other companies.

Third, home appliance logistics construction is relatively backward, poor user experience

The pursuit of logistics for users is the delivery speed and service quality. The household appliances purchased by users are usually distributed by dealers, but the delivery time is too long, and the distributors are only responsible for the distribution. The installation and service of the products are the responsibility of the household appliance enterprises. This requires logistics distribution and installation services to be delivered twice. It takes too much time for the user, resulting in a poor user experience.

The core work of traditional home appliance logistics is to build a trunk line logistics system to ensure that the goods can be delivered to dealers on time. The distribution of the last kilometer is handled by the distributor, but in addition to the large chain and the regional chain, other distributors often lack professional logistics capabilities, resulting in insufficient professional delivery staff, timeliness of delivery cannot be guaranteed, and service quality is also uneven. Not homogeneous. Moreover, many dealers do not have the ability to install, and distribution and installation are carried out separately. Although home appliance companies are now gradually centering on users, the timeliness of logistics and delivery system cannot keep up, and the poor user experience is the inevitable result.

Fourth, logistics capabilities can be quickly upgraded through informatization upgrades to improve user experience

Home appliance logistics uses a lot of manual operations in all aspects, resulting in a relatively low degree of information, which in turn has a serious impact on logistics efficiency. The internet big data company AVC recommended that the household appliance enterprises can in fact improve their operation level through information technology and collect information on all aspects of logistics to speed up information flow, strengthen information management, and improve logistics capabilities. The product is delivered to the target of the user faster. At the same time, the home appliance company can also integrate distributor resources through information technology, improve the dealers' logistics distribution capabilities and installation capabilities, establish high-quality delivery service system, and improve users. Experience.

Although logistics information technology is relatively mature at present, the determination of home appliance companies to invest resources in upgrading the logistics system is still insufficient. Even if it is possible to rapidly improve logistics capabilities through the upgrading of logistics information technology, if you want to further enhance, you need to continue to invest time and resources to build, and work with the entire marketing and supply business system to change the company's business ideas and operations from the deeper level. mode. According to AVC, an internet big data company, the systematic upgrade of home appliance logistics is not as easy to duplicate as product and sales. It requires input and collaboration of various resources, but once it is completed, the company will have a comparative advantage in the industry. High competition barriers.

Now, major home appliances companies have gradually realized the importance of logistics in enhancing user experience. Some companies have begun to invest in various resources and try to seize users through logistics services to form new breakthroughs. Ovid Cloud Network (AVC) believes that after a period of construction, consumers in the home appliance sector will enjoy more convenient and high-quality home appliance logistics services; at the same time, some companies will also use the ability of the logistics system to enhance their market competitiveness. The upgrade has become a new user experience leader.