今年家电厂商要弃规模保利润!

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对于要规模,还是要利润,进入2017年之后,所有参与中国市场竞争的家电厂商们,都必须要重新思考、重新定位。因为,这已经从过去的简单选择题,变成一道没有标准答案的论述题。正如,先有鸡还是先有蛋一样。

因为2016年下半年,一轮高端消费群体在中国市场上悄然而强势的崛起,让中国家电厂商过去所面临的规模与利润平衡点再次生变。

要规模还是要利润?是先有规模后有利润,还是规模和利润的"鱼与熊掌"可以兼得?这是过去几十年以来,所有中国家电厂商共同面临的一道持续性考题。不过进入2017年之后,这道考题发生新的变化。

过去几十年以来,中国家电产业的经营格局,导致所有家电厂商的经营模式高度同质化,那就是先有规模后有利润,一切均是"规模决定利润"。

受此影响,所有家电厂商必须要上量冲规模,带来的结局则是"低价格战层出不穷、窜货乱价漫天飞"。

由此在向规模要利润的道路上,很多家电厂商收获规模下的利润,带品尝到低价格战的恶果。似乎不打价格战,没有规模,就很难再生存下去了。

几十年来,低价格战的层出不穷,表面上看是因为这一手段最简单,最有效;根本性问题,则是家电产品的差异化不明显,家电厂商的商业模式高度同质化,都是追求"向规模要效益"。所以,唯一价格才有差异。

当前一轮高端化的消费群体强势崛起,带来的不只是家电厂商经营手段和模式的差异化,更为重要的是为厂商构建了一条新的商业模式。

过去"向规模要利润"一条路,已经不适合所有家电厂商去行走。所以,近年来出现了一定规模下的利润最大化路径,更出现"硬件免费内容服务收费"的路径,还出现了"硬件和内容双盈利"的新路径。可以说,在追求利润的道路上,家电厂家已经开始找到感觉,看到了"条条大路通罗马"的可能。

可以说,当前一大批家电厂商,已经根据自身的实力、规模和行业地位,建立起"多梯队、差异化"的盈利体系和商业模式。从大巨头的靠规模盈利,到中小企业的一定规模下的精品化高利润化,再到互联网企业的"内容服务盈利",以及成功转型企业的"软硬皆盈利"。

由此这也再次提醒所有家电厂商,不要"为了一棵树放弃整片大森林",而是应该学会将鸡蛋放在多个篮子里面。既要学会向规模要利润,也要学会硬件和内容服务的两手抓、两手都要硬,更要学会"如何向单品爆款要利润"。

从这个角度来看,对于今年的家电市场竞争环境来说,一些家电厂商要敢于主动"弃规模求利润"。不是放弃对规模的追求,而是放弃对低价格战竞争的依赖,真正靠自身的差异化经营能力,靠对用户的综合服务能力,靠对中高端产品的推广能力,找到可以"弃规模依赖"活的更精彩体验。

无论是求规模,还是要利润,或许对于所有家电厂商来说,有着自己的算盘和计划,而且没有统一的标准答案。但是,有一点对于家电厂商来说,却是永恒不变的,那就是一定要向用户要利润!


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