How long can Dyson's "high price, low quality" strategy last, with the device charging for a few hours and working for a few minutes?

In recent years, people's pursuit of high-quality life has been paralleled by their increasingly fat wallets. If they want to put this lifestyle into practice, most users will choose products with better user experience and higher prices.

In recent years, a "luxury trend" has been blowing in the home appliance industry. They are called "Hermes among hair dryers" and "Apple among small home appliances" by consumers. They have emerged with novel appearance and prices that exceed the industry average or even higher than high-end products, becoming the first choice for many users who "judge a hero by price".

Since entering the Chinese market at the end of 2012, Dyson, which calls itself a "technology company", has experienced a peak growth in the market (revenue in the Chinese market increased by 244% in 2016), but it still faces considerable controversy. Among them, the high price of its products that does not match its functions is the most criticized point by consumers.

High prices are synonymous with all Dyson product lines. Whether it is a vacuum cleaner, hair dryer or air purifier, Dyson is often the first to refresh consumers' preconceived notions in terms of pricing. The editor learned by browsing the e-commerce platform that the Dyson V8 handheld vacuum cleaner is priced at 4,990 yuan, and the TP00 air purifier fan is also priced at a high standard of 4,490 yuan.

After spending so much money to buy a Dyson product, consumers naturally hope that Dyson products can bring them a high-quality user experience. Even if it is a bit "unreasonable" to require that all product function information on the website and advertisements can be reflected in actual operation, if there are big problems even in the most basic daily operation, then users will inevitably doubt the sincerity of Dyson, which claims to spend 7 million pounds on research and development every week, in its product design.

In order to more intuitively understand consumers' true evaluation of Dyson products, HEA entered a large e-commerce platform and selected the V6 handheld mite remover with a lot of reviews as a representative. It is not difficult to find that consumers have many complaints about its most basic quality rather than functional quality - charging.

In the review section, comments such as "charging for 3.5 hours, using for less than 20 minutes", "the time after charging is too short", and "battery life is not very good" are often seen. People have said that the Dyson vacuum cleaner, which is priced at 2,999 yuan, is "really expensive" and the price-performance ratio is really "very average". In the latest positive review on August 25, the buyer still said that "it consumes too much power and it takes less than 10 minutes to charge once". Even if it is finally rated five stars, rational consumers still think that "Dyson's price-performance ratio is not particularly high".

Not only that, although Dyson's products have always been "famous" for their outstanding design, they are not as simple and convenient to use as described in the promotional words.

When it comes to vacuum cleaners, users prioritize not only whether they have strong suction power when purchasing, but also the cleaning problem after use. It is understood that the Dyson V6 handheld vacuum cleaner uses a dust bucket to collect dirt, and its promotional webpage states that "you can clean the dirt by pressing a button without direct contact with the dirt." The seemingly convenient functional design is not the case during use: "Dust will get stuck in the gaps, and then you can only remove the entire container," "You must use a brush when cleaning, which is annoying." Some consumers have made a brilliant summary: the dust bucket can only play the most basic role of collecting dust, and everyone still has to do it themselves to have enough food and clothing.

Industry experts believe that although the irrational consumption behavior of domestic consumers who judge product quality based on price is still common, if companies blindly consume users' trust, they will inevitably suffer the consequences in the future as consumer psychology matures.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.