Why do others keep making money by selling home appliances?

Don't talk about reason, just tell the facts. Look at the home appliance dealers around you, how they deal with the low-price impact from e-commerce, how they deal with the changing demands from young user groups, and how they find a new way to "become very nourished in spring".

one

Some home appliance dealers may not believe it at all. In a small third-tier county in Henan, the company's physical sales stores can sell 20 to 30 large-screen smart TVs of 55 inches and 65 inches a day. On the contrary, the sales of 32-inch and 42-inch TVs have plummeted. Large-screen and smart TVs are becoming more and more popular among local people.

To be honest, if you ask me what the secret is, I have been a traditional home appliance dealer for more than 20 years. At one point, I felt that I could no longer do this and wanted to quit. However, by changing my mindset, I followed the pace of the manufacturer and the needs of consumers. I don’t compete on price, but on experience. I don’t require users to buy our TVs, but I try to keep them and give them the opportunity to experience our products in stores.

For example, many brands, such as Hisense and Changhong, are very attractive to users for their AI TVs, especially the voice control experience of the remote control. Similarly, the massive amount of blockbusters, as well as some educational resources, health resources, etc., in smart TVs are available at any time. Only after users have truly experienced these things can they feel and feel the functions of the products, rather than just focusing on the price.

This year, when the color TV market is mentioned, everyone sighs and shakes their heads. In fact, for us dealers, we have no ability to lead the changes in the external market environment. All we can do is change our own status, rhythm and ability. The market is simple, there are always opportunities, the key is to discover and find them. If you stare at difficulties every day, your mind will be full of confusion. If you stare at users every day, you will find opportunities.

two

Anyone who works in the home appliance industry knows that the air conditioner market is very hot this year. Not only are big brands selling well, but even those miscellaneous brands, even counterfeit brands, can be sold as long as the price is low, and the profit is still considerable. However, I did not choose to simply rush to scale this year, but continued to stick to myself and increased the promotion of mid-to-high-end models. At present, high-profit models account for more than 40% of my system.

Since the beginning of this year, the demand for air conditioners in the rural market has started in many places. Zhejiang, where I live, is a small third-tier county. The rural market has not only started, but has also ushered in a round of replacement. Many rural families' old air conditioners are facing elimination, but they are not broken and they are reluctant to throw them away. What should they do? In addition to emphasizing the fast cooling and heating speed and low noise of the new air conditioner products, the key is to rely on the smart experience, bring cleanliness and comfort, and have a grand and beautiful appearance.

A large number of three-level high-energy consumption, fixed-speed air conditioners are sold directly. To make money, we must rely on high-efficiency smart air conditioner products, such as Midea's windless comfort star and Haier's self-cleaning bathing air conditioner, which are very attractive to users in the market. Now we also emphasize the fast speed of cooling and heating, telling users that this is a basic skill that anyone can do. Now it is those so-called black technology and comfortable products such as "windless" and "self-cleaning bathing" that meet the higher-level health needs of the people.

Many colleagues say that if you don't make some quick money while the weather is hot, you are really stupid. Selling high-end products is just a trick by the manufacturers. In fact, we are also consumers. With better living conditions and higher incomes, we will naturally have higher demands. Air conditioners are changing from the inside out. Consumers must be informed of these changes to meet the higher aspirations of some users.

To be honest, many air conditioner dealers never learn from their mistakes. In 2015, many of them had so many products in stock that their capital chain was almost broken. But in the past two years, when the weather got warmer and life got better, they thought that it would be okay to take a gamble. If they don’t learn how to promote mid-to-high-end products to users, especially rural consumers, and take the lead in grabbing the needs of some high-quality rural consumers, can they really rely on the weather to sell air conditioners forever in the future?

III

Over the past two years, the home appliance market has undergone many and significant changes. However, many home appliance peers are only concerned about the market decline, weak demand, and even the impact of low prices from e-commerce on physical channels. However, they ignore the biggest changes in the past few years, which are actually user needs and consumer perspectives. They are the protagonists of this era and industry.

In the past three years, I have felt the most that many users are increasingly pursuing high quality, big brands, and high cost-effectiveness when buying home appliances. It is no longer simply "cheap is best". For example, cross-door, multi-door large refrigerators, more than 500 liters, and large-capacity inverter drum washing machines, the current sales share of these products has increased from only about 10% three or four years ago to more than 40% now. Similarly, rice cookers have gone from selling for 100 or 200 yuan in the past to selling for 500 or 600 yuan now, and even the dishwasher market has started to take off.

Now look at the society and market around us, what is new, new consumption, new retail, new channels, new industries, even the times are new. So, we, the old home appliance people, have nothing to complain about. We must also catch up with the trend of this era, become the leader of new consumption, and the companion of the new era.

The current market environment and consumer demand are simply too complicated according to past operating models and experience. It is not just selling home appliances, but you need to understand economics, the market, finance, and user psychology. However, to really get closer to users, it is becoming more and more clear, that is, to pursue high-end and high quality, or high cost performance. How to find your own way of survival in a seemingly changeable and complex era is difficult to say and do, but it is not difficult. How can you show your value?

A few more words:

In recent years, many home appliance manufacturers have been seeking transformation, and have always insisted on "changing ideas more and changing people less". However, if you encounter those who have "resolutely refused to change their ideas" for several years, you must insist on replacing them. Because the time and space left for the entire Chinese home appliance industry to transform and upgrade are getting shorter and shorter. The market can't wait, and users can't wait.

For all employees of home appliance manufacturers, especially marketing salesmen, the work pressure and work pace in the past four years have far exceeded those in the past 10 years. In particular, facing an increasingly difficult market and increasingly picky users, many home appliance salesmen have come to a new crossroads of "persist or quit". Working hard can only qualify you; working hard can lead to enlightenment!

Originally, there was no road in the world, but when more people walked, a road appeared. Today, on the new road of reform, transformation and development of the home appliance industry, all the complaints of home appliance people cannot solve the problem, and accusations are useless. The only way is to persist in your own little world and find a way out!

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.