The era of stock competition in the home appliance industry has arrived, and the top priority is to leverage stock market demand

When the real estate industry "sneezes", the home appliance industry catches a cold; on the contrary, when the real estate market is hot, the home appliance industry rises. This situation has existed for more than 20 years. A few days ago, the third quarter report of home appliance companies showed that, except for some leading companies such as Midea, Haier, and Gree, most of the color TV, kitchen appliances, and TV panel companies did not perform well. Looking at the real estate market, since July last year, the growth rate of the sales area of ​​existing commercial housing in China has begun to show negative growth, with a decline of more than 20% in the first nine months of this year.

Generally speaking, the impact of the real estate market on the home appliance industry will lag by 6 to 10 months. It can be said that the impact of the real estate market on the home appliance industry will continue to be staged in 2019. In this regard, there is a common view in the industry that the home appliance industry is over-reliant on real estate and needs to be resolved. However, the home appliance circle believes that the home appliance industry and the real estate industry are originally upstream and downstream relationships. Houses and home appliances are both service users and just-needed products. The two are innately highly related. Especially in the past two years, the proportion of hardcover houses in the real estate industry has become larger and larger, and many home appliance companies, especially kitchen appliance companies and real estate developers, have strengthened their joint and bundled development. It can be said that the economic relationship between the two "shares weal and woe".

It is undeniable that the real estate industry is one of the pillar industries of the national economy, and the ten-year boom in real estate has contributed to the continued prosperity of home appliances. Similarly, the weak growth of home appliance companies today is also deeply affected by the regulation of the real estate market. However, there is a strong correlation between home appliances and the real estate market in increments, but a weak correlation in stock. Therefore, letting the real estate industry "take the blame" for some household appliance companies' poor operating capabilities and other problems, to talk about solutions, is a bit of a slap in the face. Especially for home appliance companies, it is a low-level business mistake to be "kidnapped" by the high-risk real estate industry.

Since last year, the volatile adjustment of the real estate market has directly affected the incremental market of the home appliance industry, which ultimately led to the sluggish demand and lack of growth momentum in the overall home appliance market. Moreover, the country's determination to cool down the real estate market remains unchanged, which means that it will be difficult for the domestic real estate market to achieve high growth in the future, and it will be difficult for the home appliance industry to "ride on the ride". It is time to test the industry's endogenous growth and corporate viability.

As the most mature economic sector in China's market-oriented and industrialized development, China's own home appliance brands have occupied more than 90% of the domestic market share, and the popularity of home appliances has been very high. In the primary and secondary markets, the per capita ownership rate of refrigerators, washing machines, color TVs, and air conditioners has exceeded 100%; in the third- and fourth-tier markets, in addition to kitchen appliances, the penetration rate of these four categories of home appliances has also exceeded 70%.

It can be said that the home appliance industry is transforming from an extensive incremental to a refined stock market, and the primary and secondary markets are basically transformed into stock markets, unless driven by new real estate development; the third and fourth tier markets are changing from incremental markets to stock markets, and the time will be short. 3-4 years. However, in the face of this change in the industry, a large number of home appliance manufacturers still participate in the commercial competition in the stock era according to the competitive elements and conditions of the incremental era, and the logic is not clear.

In the past decade or so, many home appliance manufacturers have paid too much attention to and relied on the incremental market brought about by the prosperity of the real estate industry. First, the rapid development of the real estate market has made the incremental home appliance market simple and rude. The consumption habit of "not changing if it is bad" has left the stock market in the cold. This is why many companies have developed and used the way of "earning money while lying down", which leads to their lack of anti-risk ability and self-hematopoietic ability.

However, today is different from the past. The continuous cooling of the real estate market in the past year or two has become a foregone conclusion, and consumption upgrades have activated the demand in the stock market. The transformation and development of home appliance manufacturers can no longer find a breakthrough from the external increment, but must find the driving force from the internal structural stock, especially in the sluggish market environment of the home appliance industry, dishwashers, water purifiers, micro steamers, etc. The sudden emergence and growth of some emerging categories shows that the consumption space of the stock market has a lot to do.

However, from increment to stock, from new demand to the mining of replacement demand, for many home appliance companies, it is not easy to do. Mainly: lack of products; lack of means; and rigid thinking.

At present, for home appliance manufacturers, there is a huge difference between the stock market and incremental market competition: the incremental market is mainly based on first-time purchases, and home appliance manufacturers are "bigger cakes"; the stock market is mainly based on upgrading, and home appliance manufacturers What it does is "segment cake". The incremental market can benefit many home appliance companies, but the stock market can only get more cakes from companies that are forward-looking and take the lead in technological innovation and marketing innovation. Wealth inequality.

In the era of stockpiling, the key for home appliance manufacturers is to find new needs, which can be found in two directions: first, new usage scenarios for traditional home appliances, such as the food management function of refrigerators, entertainment functions, and the function of placing beauty products; Home audio-visual center and display functions, etc.; air purifiers for air conditioners, fresh air system functions, etc.; second, the needs of emerging categories, such as micro-steaming and baking all-in-one machines, dishwashers, water purifiers, sweepers, etc., may still be in the future. The emergence of service robots, etc. These are all emerging needs that may be brought about by consumption upgrades.

For home appliance manufacturers, the key to meeting these new demands is the ability of technological innovation and product planning. At the recent China International Import Expo, emerging technologies such as 5G, artificial intelligence, autonomous driving, Internet of Things, and VR/AR are already very mature. These technologies can be grafted with home appliances to meet the smart home needs of the remaining consumer groups. , thereby leveraging the growth momentum of the stock market. However, how to quickly apply black technology to home appliances to stimulate consumer demand? It also requires an ongoing investment of time and resources.

At present, all home appliance companies are facing systemic operating pressure, not simply relying on real estate or not relying on real estate. The home appliance industry and the real estate industry have always been a relationship between fish and water. No one is inseparable from each other. In addition to the incremental market, seize and expand the growth space of the stock market, and continue to leverage industrial upgrading and demand upgrading through technological innovation, product iteration, and service upgrades.

Desktop Phone Holder

Desktop Phone Holder,Desktop Mobile Phone Holder,Adjustable Desktop Phone Holder,Universal Desktop Cell Phone Holder

Ningbo Luke Automotive Supplies Ltd. , https://www.nbluke.com