High-end home appliance field wins market with details

In 2013, the white goods market gradually recovered. With the acceleration of product structure upgrade, the effect of the national energy subsidies policy, and the active guidance of manufacturers, the trend of high-end market will become more and more obvious. At the same time, statistical data show that in the white-market market, brand concentration has become discrete and the brand's living space still has room for change. The author believes that in this high-end era of hegemony, companies rely on details to win consumers.

According to statistics released recently by the National Information Center, in 2012 and the first quarter of this year, the basic pattern of brand competition in the domestic refrigerator market was maintained, but the top three proportions fell by nearly 7%, while the top 10 declined by nearly 2%. The degree of brand concentration is discrete. According to the author's understanding, the discrete status of this brand has also been reflected in other traditional white electricity varieties. At the same time, it can be seen from the list of energy-saving products Huimin project that the number of white-ready companies is much higher than that of black power, indicating that the brand concentration of the white-water market is still not high enough, and there will still be a brand elimination in the next few years. process.

However, another data from the National Information Center also shows that in this age of white-living markets, foreign brands have curbed the declining trend since 2009 and the sales scale has been maintained. The reason, the author believes, is that in this high-end era, imported brands rely on a variety of factors such as product quality, design, craftsmanship, color, and new technology applications to achieve superior performance, winning high-end consumer groups in the high-end market. Accredited.

At the 2013 China Refrigeration Industry Summit Forum held in the near future, high-end new products from Chinese and foreign brands were unveiled. Among the many exhibits, the six-door refrigerators of a Japanese brand attracted the attention of many participants: Smooth and flat black glass panels were embedded in the glass touch panel, and the indicator lights flashed with a faint light. Tap the electric drawer indication button, the lower drawer will automatically slide open, pushing the layered shelves in the large drawer, and also feel exceptionally smooth. Open the door of the upper freezer compartment, and the interior greenhouses are designed independently, allowing you to freshly meet your needs. Vacuum drawer is to keep the freshness of food to the maximum extent. Rapid freezing can lock in delicious nutrition. Frost re-use technology can effectively reduce the energy consumption of this giant.... I have seen this large refrigerator with a beautiful style. Immediately feel that other products on the floor are overshadowed, this product is worthy of the true nature of high-end products. Of course, the refrigerator's price of nearly 30,000 yuan also makes it sit firmly on the throne of high-end products. The author can not help but bitterly think: When you have money, you must move it back home.

Not long ago, GFK (Jingfu Kai) and the China Household Electrical Appliance Association released data that China's high-end home appliance market growth rate in 2012 was obvious, the unit price of more than 10,000 yuan refrigerator sales of more than 270,000, more than 8 kg capacity of the drum frequency conversion washing machine breakthrough With 360,000 units, high-end has become an inevitable development direction of the home appliance industry. The author believes that the more high-end products are, the more they must show their care for each detail. Just as high-end brand cars bring consumers a high-end enjoyment, this enjoyment is not only reflected in the design of every detail of driving. On the technical details, there are also strict restrictions. Also in the field of high-end home appliances, who can perform in perfect detail, whoever will win the favor of consumers.