Appliance manufacturers in fighting, who is concerned about this problem-haywire

Appliance manufacturers in fighting, who is concerned about this problem? Tencent digital selection of high-quality media articles, described in this article is the author’s independent point of view, does not represent the digital position of Tencent. Is this the right way? Over the past six months, when all appliance manufacturers are " " play low, rampage; engage in activities, think to find a new way in the winter: how many people know " " activity is just icing on the cake, the market is also facing the plight of crack; " Hill & quot mountains; new challenges! How many people can grasp the changes in the market to understand what users want and want to do? Since the last six months, home appliance manufacturers in the first terminal market of " ", " rampage; price ", brought in a grudge; contrarian growth at the same time, also raised a lot of questions and reflections. The core of this is that the end of the road in the end of the road is not correct, can not go to the end? Apart from this path, should we explore new roads? In 2016 the Lunar New Year is approaching the time node, the home appliances circle thrown out of the question, not to question the direction and path of terminal sales promotion the detonation is correct, but hope that more people can stimulate thinking of home appliances can, in addition to the existing road, explore the path and direction of more. The so-called " all roads lead to Rome " see if you dare to rush! The road is right. How do you get there? For all home appliance manufacturers, the biggest confusion is not on the choice of the road, but walking speed. Recently, many home appliance manufacturers, centralized resources into the first-line terminal market detonated, this road is no problem. The biggest problem is that some manufacturers go fast, and some manufacturers walk slowly. So I have to and doubt, is not this road from the start in the wrong. Tell the manufacturers friends clearly, the next marketing road can only go this way. Before we have explored the new road, we still insist on the fast and effective implementation of the old road, so as to improve the efficiency and effectiveness of walking. Otherwise, the United States, Haier, Hisense, TCL these companies not possible in the past and the present, and the future, will the enterprise resources and management center, a comprehensive market inclined to line. This road that has been proven, don’t doubt it anymore. This will only be a waste of time. This is not the focus of attention of some home appliance manufacturers. And what really worried some home appliance manufacturers, is how on this road, you can go faster, better, out of the new path and shortcut. For example, the first home appliance terminal market since the second half of last year detonated activities, is the first by a US electric enterprises, to various regions of the line of business agents, straight after participating in the. Because of the good results, and then attract a number of second line household electrical appliance enterprises, as well as kitchen electricity, small household electrical appliances and other enterprises began to follow up and participate. Finally, including Suning, Gome, as well as Jingdong, Ali, these online and offline channels, are beginning to detonate their own activities. So, in the implementation process, the emergence of some different voices, I think the most critical issues, but also in some.

家电厂商在打架斗殴时,谁在关心这个问题?腾讯数码精选优质自媒体文章,文中所述为作者独立观点,不代表腾讯数码立场。这条路真的对吗?过去半年来,当所有家电厂商都在"横冲直撞"打低价、搞活动,自认为在寒冬中找到一条新路时:又有多少人知道"活动只是锦上添花",破解市场困境还面临"山外有山"新挑战!又有多少人能把握市场变化,了解用户到底想要什么、想干什么?最近半年以来,家电厂商在一线终端市场上的"横冲直撞"、"打价斗气",在带来逆势增长的同时,也引发不少质疑和反思。最为核心的,便是这条在终端市场上的引爆之路到底是不是正确的,能不能一直走到底?除了这一条道路,是不是还应该探索新的道路?站在2016年新春到来之际的时间节点上,家电圈抛出这个问题,不是要质疑当前的终端推广和促销引爆的方向和道路是否正确,而是希望可以激发更多家电人的思考,可以在现有的道路之外,探索更多的路径和方向。正所谓"条条大路通罗马",看你敢不敢去闯!路没错,困在应该怎么走?对于所有家电厂商来说,当前最大的困惑不是在选择道路上,而是走路速度上。最近众多家电厂商,集中资源投入一线终端市场的引爆,这条道路没有问题。最大的问题只是在于,有的厂商走得快,有的厂商走得慢。所以就产生了分赴和怀疑,是不是这条道路从一开始就走错了。明确地告诉各位厂商朋友,接下来的市场营销之路只能这么走下去。在还没有探索到新路之前,还是坚持老路的快速有效实施,提升行走的效率和效果。否则,美的、海尔、海信、TCL这些企业不可能在过去,以及当前,还有未来,还将企业的资源和经营重心,全面向一线市场倾斜。这条已经证实的道路,不要再去怀疑。这只会浪费时间。这也不是一些家电厂商关注的重心。而真正让一些家电厂商担心的,则是如何在这条道路上,可以走的更快、走的更好、走出新的小路和捷径来。举个例子,去年下半年开始的家电一线市场终端引爆活动,最早是由一线大家电企业主导,联手各个区域的线下代理商、直营商参与后引爆的。因为效果不错,后来吸引一批的二线家电企业,以及厨电、小家电等企业则开始陆续跟进和参与。最后,包括苏宁、国美,以及京东、阿里这些线上线下渠道商,都开始各自引爆活动。那么在执行过程中,之所以出现一些不同声音,笔者认为最关键的问题,还在于一些家电厂商的终端执行能力出现了问题,核心就在于"活动内容和政策只是总部制定出来",但是到了各个分部,以及经销商环节,并没有形成联动,甚至遭遇消极和抵制状态。相信上述情况,存在于大量家电企业和商家的市场营销体系中。也就是常说的,"总部锣鼓敲的震天响",但是分部和商家却是稳如泰山不执行。那么,这个时候去质疑道路和方向,显然会被一些假象迷失双眼。一条道,为何他跑的快?面对同样的道路,家电厂商之间却产生完全不同的市场结果,差距就在执行力上。可以看到的是,最近半年来,多数家电厂商在一线市场引爆过程中,已经找到快速撬动市场和消费需求的三板斧:第一价格车轮战,没有最低只有更低;第二资源整合战,异业联盟跨界营销;第三地面游击战,走村窜巷进店进厂。最终这三招也成为所有家电厂商一线竞争的分水岭和试金石:价格战的背后,释放的是家电厂商的综合实力;而资源战则是直接检验家电厂商的平台号召力,以及在社会上的影响力。而游击战则直击家电厂商市场营销推广体系的综合能力。这也就直接导致最近一段时间以来,家电市场份额"两极分化"趋势在加大和加快。原本已经在收缩的家电市场蛋糕,进一步向行业龙头企业集中。第三方市场监测机构的数据可以看出:家电各个品类,行业排名前三或前五强的市场份额总和,同比出现了高达3-5个百分点的增长。通俗来说,有的家电厂商活动引爆属于"有心又有力",自然是水到渠成,推广促销场场引爆;而有的家电厂商活动则属于"有心却无力",导致活动执行完全走样、活动影响力没有释放;还有一部分家电厂商则属于"既无心也无力",只是看着同行做干着急,反而误导市场和商家走势。如此来看,似乎家电厂商应该心无旁骛地"集中精力",聚焦一线市场的蛋糕抢夺就可以了。为何最近在家电市场上,还是出现不少厂商营销人员对于这种活动后续执行和实施效果的担忧和迷茫:变着花样搞活动,说起来简单。但所有促销活动其实都是两个字:买赠或价格。活动内容的更新频率有多快?做好一场成功的促销活动,从方案制定到执行反馈,不是短时间的事儿。如何保证活动的频率与效果。活动本身就没太多的利润空间,促销费用从何而出。搞完活动了,费用也投入了,没有效果,特别是这样迷茫情况下,接下来谁又会愿意去做,谁又会来掏这笔钱呢?家电消费市场好比是一个水池,先放满西瓜,再放进去苹果,接着是花生,最后的活动好比就是放进去芝麻!到最终,则是浇水进去。现在的情况是,很多地方的促销活动,连水到浇不进去了!还能怎么搞?搞活动,只是锦上添花?路没问题,走路速度也快,但厂商市场人员仍然困惑和迷茫,正是对商业本质的迷失。问题在于,当前家电一线营销人员最大困惑,已不只是停留在"走路不选路,却又不知道怎么走"操作层面上,还上升到"除了埋头走新路防陷阱,还要时常抬头看看天想新招"的战略阶段。其核心就在于,对于当前的中国家电产业和家电厂商来说,搞活动本质上只是救急不救穷、小水难救大火、治标不治本,要想真正走出这一轮的市场寒冬,必须要另辟蹊径,找到新路来承接。可以看到,活动本身只是锦上添花,根本不能解决市场动力和需求不足的问题。必须要回归市场和产业的本位:即通过渠道结构的改进,和有竞争力的产品打造,才能真正打通当前的产业困局。但是,面对当前众多家电厂商在市场上"横冲直撞打架斗殴"时,又有多少人真正了解这一情况,真正掌握市场的变化和用户的需求?有多少家电厂商真正建立了自己的市场情报体系和用户需求研究体系?不夸张地说,近八成左右的家电厂商没有建立这种专业的队伍,对于市场的判断和用户的了解,只是来自于自己的市场营销体系和服务体系,反馈的一些用户和商家的投诉、表扬和意见。以及采购所谓的第三方研究公司市场调查数据,而没有真正去建立自己的专业研究队伍。这也就造成了,很多家电厂商的决策不是来自于市场端的用户,而是来自于市场端的商家和同行。对于家电厂家来说,合作商家除了需要持续的赚钱和利益回报,还需要看得见的未来和道路。市场上的众多复杂消费者来说,除了需要便宜的价格、更好的产品,还想要什么?对于家电经销商来说,用户到底需要的是什么、厂家到底在想什么、当地市场又变成什么样了?在家电业大气候的走势下,其实还隐藏着区域的小气候。所有的家电厂商们已经走到"必须要拿出资源和精力"真刀真枪,去研究市场的本质和发展的趋势,去真正倾听来自用户的需求和心声,去判断同行和对手的变化本质,而不是靠感觉、造经验、造传统模式去参与市场的发展和竞争,更不是只靠自家的市场营销体系、商家渠道反馈信息来把握趋势、做出判断。如果说商业的本质就是盈利,那么对于当前的中国家电厂商来说,其参与市场竞争的本质就是洞察人性,把握需求。相关的主题文章:

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