Cross-border competition in the Internet, transformation of home appliance companies

In the past two years, traditional home appliance companies have been challenged by Internet companies. LeSpot, Xiaomi and other Internet brands such as Madden, Escrow, and JD.com have rapidly emerged as e-commerce channels, profoundly changing the original ecology of the home appliance industry. In response to the new situation, almost all home appliance companies have opened up new battlefields: pushing the Internet sub-brands.

Recently, at the time of the official launch of UU’s Internet brand UU, Galanz’s sales director Shen Guohui told reporters that the new generation of young consumers will pursue a high-grade life in one step. UU will gather the strength of the entire industry chain and spin off high-end mainstream appliances. Price moisture, pushing the ultimate price in place, so that young consumers dare to spend. After a year of e-commerce testing, UU relied on the company's entire industrial chain and consumer data of the entire network. The product's design, function configuration, and price positioning were all user-oriented, hitting the pain point of demand and already having a distinctive Internet. feature.

In these two years, household appliance companies have launched exclusive brands for online sales. The U.S. Easy Cooler brand focuses on small home appliances. The sale of Internet sub-brands by the six domestic color TV manufacturers is in full swing. Including: Skyworth Cool Open, Konka KKTV, Haier Commander, TCL's TV+, Changhong's QiCH, and Hisense's VIDAA. The original intentions of major traditional manufacturers for setting up an Internet brand are nearly identical: Different from the original brand and product characteristics, they actively participate in the competition for new generations in the mobile Internet era.

According to industry insiders, Internet companies represented by LeTV, Lenovo, and iQiyi, etc., compete in cross-border competition and carry out hardware production and layout, forcing traditional household appliance companies to step into the Internet market to compete. Of course, the traditional household appliance market demand and user demand are also quietly changing. The new generation of users recognize the Internet sales model, more concerned with this new type of experience marketing, plus price incentives, is bound to affect far-reaching. It is an irresistible trend for home appliance companies to launch Internet sub-brands for market cards.

However, people in the industry also reminded that to establish a new brand, we must also avoid risks. If you use the same brand in the face of different consumer groups, it is easy to create four differences. In addition, some home appliance companies brush green cucumber products under the line, disguised as new products, new designs, high prices in the e-commerce platform for sale. Even play C2B custom concept for profiteering. Internetization of traditional household appliance enterprises still needs innovation-driven as the core and truly realizes upgrading of the entire industry chain from B2C to C2B.