开往春天的家电动车组启动出发

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一辆开放春天的家电动车组,已经于今天启动出发。对于所有家电厂商来说,都必须要有信心、有激情、有斗志,全身投入到今年家电市场大战中。

正月初八,全国各地的家电厂商们纷纷开工大吉,意在提前抢跑市场。与此相伴,则是一辆驶向春天的家电业列车也悄然启航。

站在起点,眺望2017年家电市场,虽然一切仍然面临着复杂、多变的外部环境压力,却有一个基本事实不容否认,那就是属于家电产业的春天,已经悄然到来。

对于今年家电产业来说,三股力量已经蓄势待发。一是来自于家电人的心态和信心,经历重整之后快速复苏,反弹之势已经形成;二是从智能化到生态化沉淀后成为家电变革的新动力;三是拥有足够自信的家电厂商正在探索一条完全自主掌控的道路。

力量一:家电人一年只有两季

对于家电人来说,早已没有"春夏秋冬"四季,只有"淡旺"两季。有用户、有销量,就是旺季;没有用户、没有出货,就是淡季;坚持投入和付出,才能迎来旺季;三天打鱼两天晒网,永远都是淡季。

聪明的家电厂商,不会只将眼睛盯住旺季去创造新纪录,而是将更多的资源、精力投入淡季,在一个个淡季中创造出新的旺季。旺季不可能天天有、淡季也不可能没有机会,需要家电人通过智慧、巧劲和毅力,完成淡季与旺季之间的经营转换。

家电产业变革的力量,正是在这一点点的淡季变旺季过程中,得到释放和演义。春天不是等出来的,而是一步步干出来的。对于家电厂商来说,当前将淡季变成旺季的唯一法宝,就是面向一线市场,进一步推动市场经营手段、促销活动和推广体系的持续下沉,牢牢贴近客户、用户和潜在消费需求。

力量二:从智能到生态大有可为

以智能化为核心,带动家电厂商经营体系和商业模式的变革,将是中国家电未来发展的最大动力。特别是随着人工智能新力量的加入,以及智能化催生的万物互联时代带来的生态化,这将会成为家电厂商在今年的新红利。

过去几十年来,家电厂商的商业模式相对简单:厂家就是靠卖硬件赚钱,而商家则是靠差价赚钱。却一直憧憬硬件之外内容、软件等新的盈利模式探索,更希望靠提供差异化、增值化服务赚钱的新模式落地生根。

过去一年彩电企业率先在家电业找到"硬件盈利"之外的内容服务盈利新模式。这也让更多白电企业看到以智能化为基础,打造并探索家庭生活生态圈的可能性。特别是,随着人工智能浪潮的兴起,为智能家电的市场化和商业化引爆,注入新的引擎。

可以确认,2017年随着人工智能在家电行业的快速落地和应用,将会给智能家电的市场普及,以及消费者认知和消费体验提升,甚至是家电商业模式的创新,带来新的动力和想象空间:盈利手段多元化、盈利方式多层化。

力量三:走自己的路让别人无路走

跟在别人屁股后面,永远没有未来。这是中国家电企业过去30年摸爬滚打中收获的最大经验。于是从去年开始一轮"走自己的路、打出自己的节奏、探索自己的差异化产品和服务"变革,开始在中国家电产业悄然形成一股主力军。

走自己的路,看上去很美很正确,但是要想让一大批家电厂商持续走下去并不容易。主要取决三个方面的力量:一是差异化的产品创新能力;二是拥有独立自主的经营体系;三是打造个性化的综合服务能力。

接下来家电厂商要走自己的路,可以分为三个阶段:一是在企业内部拥有差异化的产品创新能力;二是在市场外部要具备差异化的市场推广能力;三是对于企业经营主体要具备协同内部与外部资源的驾驭能力。

今年中国家电已经再次走到一个涅槃的路口。随着过去一个长达10多年黄金期的结束,并在最近五年经历持续的低位盘整和优化后,接下来一个新的10年黄金期正在到来。谁能在2017年的市场大潮中存活下来、发展下去,谁就会成为下个黄金周的主角和赢家!


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