Networking smart ups and downs! This changed 2014 white market

[PConline Information Review] At the end of the year, major sites are all sorts of year-round reviews. The views written by different sites may vary widely. We will comment on this kind of subjective articles one by one, for this year's white. The electricity market, if it is hard to use some words or some words to summarize, I think the use of this word may be more accurate: change, as to why, here we talk about the point of view.

New products are becoming intelligent

At the beginning of 2014, at the time of the CES in the United States, there were many manufacturers pushing smart home appliances, especially in the white ones. Basically, the new products displayed were mainly intelligent, and the single-piece smart development of 13 years had taken place. Into a full set of intelligent, great all new products have to add network interface trends.

In addition, at the Shanghai Home Appliances Expo in early March, we found that in the past, many of the brand's booths, we found that product performance and product features that were previously featured on advertising posters were intentionally or unintentionally weakened by manufacturers, and replaced by smart and networking functions. Dasheng said that...

According to the promotion efforts of manufacturers, 2014 was supposed to be the rapid popularity of smart home appliances, and it was a year of blooming. However, until the end of 2014, we had smart and sales promotions on the major e-commerce vendors' sales charts. The products of the networking function are basically not found, and the traditional model products still occupy the bulk of sales.

Comments: After blindly following the traditional products with intelligent and networking features, manufacturers have not even figured out exactly why consumers want to buy such products, product changes, and technological changes, but they must all become valuable. Please list the ten most worthwhile reasons for smart, networked white goods?

Industry becomes giant

Electrolux took over GE appliances, Whirlpool bought Hefei Sanyo, Siemens transferred shares to Bosch, and Skyworth entered the ice-washing market in a high-profile manner... The white power industry is about to become an oligarch and giant. For this industry, to survive and develop, technology may not be the most important, and the brand may not be the deciding factor, but the scale effect is the basic of success.

The costs of an enterprise include fixed costs and variable costs. The mixed costs can be decomposed into these two costs. After the expansion of production scale, the variable costs increase in the same proportion and the fixed costs do not increase, so the unit product cost will decrease, and the company’s sales profit The rate will rise. As long as there is money, it will become very simple whether it is to continue investing in research and development or to promote sales.

If you want to give examples, I think the example of the United States is the most vivid and appropriate. In the past year, the United States has always shown itself as a “price killer” and seized the market by launching products with extremely high cost performance in the industry. However, when the scale and sales volume gradually increased, Midea’s transition from “price-beautiful” to “technical-beauty” as one of the few companies in the industry whose total revenue exceeded 100 billion yuan to 200 billion yuan, the United States slowly became white. In particular, the electricity industry has launched high-end products in the “ice-washing space” and no longer pays attention to “price wars” because Midea’s investment in research and development accounts for 3% of its total revenue, and it owns a leading position in the white power industry. Meizhi Compressor and Welling Motor have more financial resources for the United States and can have more products on the market.

In the foreseeable future, the total market share of the top five brands in the white-box market will continue to rise, the comprehensive competitiveness of the first-tier brands will be strengthened, the industry’s pricing power and profitability will be higher, and many SMEs will be subject to brands, funds, technology and The restrictions of channels are facing tremendous pressure for survival.

Comments: When a market is still immature, consumers will find that there are many brands on the market, a hundred schools of thought contend, flourishing. When the market matures, what remains is basically the industry giant. Small businesses either go bankrupt directly or are acquired by large companies. No matter which area they are in, it is an era of weak food.

Summary: In the white market in 2014, changes always exist, industry intelligence, and industry giants...but these have limited impact on consumers, because high-end smart products still have high prices. When it is implemented, it has not been popularized in the market. After the giants of the industry, although the brands that consumers can buy become more well-known, due to the reduction of competitiveness, companies may become “lazy”, those price wars, The frequency of possible technical warfare will decrease, which will ultimately affect product prices and technology upgrades. Consumers may eventually have to buy more expensive products.

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