Just look at the restaurants nearby and you will know that the dealers selling home appliances are very happy.

Some time ago, "Midnight Diner" became popular. Recently, Lao Zhuo's sauce shop in "My First Half of Life" also became popular. It is not so much the small shop full of Japanese style that became popular, but the taste and feeling from the inside out. It is the best place for dating, chatting, talking and complaining, with special food, quiet and elegant environment, and the desired atmosphere. Therefore, this place not only attracts the favor of high-end people, but also becomes the first choice of the general public.

At first glance, it seems that catering is easier to do business. You just need to hang up a sign and rent a storefront to open for business. It is much easier to do business than the home appliance industry, which is in dire straits. But is it really so? A closer look will reveal that no matter whether it is a high-end brand or a mass chain, whether it is a specialty store or a street food stall, the seemingly random catering industry actually makes people secretly complain after entering it.

The market is highly saturated: competition is fierce

Compared with the home appliance industry, where the threshold is getting higher and higher and the situation is getting more and more difficult, the catering industry has a low entry threshold and business opportunities are everywhere. It does not require a deep foundation, strong R&D capabilities, or a large production base to support it. It is no exaggeration to say that as long as you have the funds, it is not impossible to open a store in minutes.

Especially with the rise of the O2O model, the catering industry can still make money even without a store. But because of this, it is difficult to survive in the numerous catering stores, let alone stand out from them? Walking down any small road, the most common thing you see is snack bars: the industry is seriously saturated, the competition is extremely fierce, and stores can be opened and closed in minutes. It can be said that evergreen brands are rare.

On the other hand, after years of elimination and renewal, the home appliance industry has become stable after a reshuffle. Even if the market is difficult and competitive, it is just a situation of decline and rise. If the tragedy of home appliance companies lies in the fluctuation of market share, then at least they can still share the world, while the catering companies that are struggling are facing a life-and-death struggle. If they really want to share the world equally, I am afraid they may not even get a piece of the pie!

There are many industries: hidden dangers everywhere

When we talk about home appliances, what comes to mind are nothing more than large appliances such as refrigerators, washing machines, air conditioners, color TVs, etc. There are also various small appliances that meet the needs of life, but at least the types are within a calculable range.

In the catering industry, there are many cuisines from all over the world, many ways to cook the same ingredients, and countless snacks and special ways of eating, which are enough to make consumers have different meals 365 days a year. Therefore, many businesses have a big problem in choosing the direction of catering.

Not only that, in today's world where food and clothing are no longer a problem, Maslow's hierarchy of needs theory also vividly reflects the human's concern for other spiritual needs besides food. The decoration style, the layout of tables and chairs, and even the style of bowls, chopsticks and cups will all affect consumers' evaluation of this place.

In contrast to the home appliance industry, consumers focus almost exclusively on the product itself, with little difference in function and appearance. The biggest competition among home appliance companies is also almost entirely about the product itself. With a relatively concentrated focus, the home appliance industry is naturally much more powerful than the catering industry.

It’s hard to satisfy everyone: Standardization versus differentiation

Although consumer demand is becoming more and more diversified, the catering industry is definitely more difficult than the home appliance industry. The same dish has different tastes, and it is difficult to satisfy everyone. The industry has no clear standards to tell everyone how to define deliciousness and how much seasoning to define saltiness. Perhaps the best that businesses can do is to retain some loyal customers, and the other customers who are not "interested" in it can only be left far behind.

For the home appliance industry, the functions, energy efficiency, and materials of the products have a basis and standards to refer to. Consumers' understanding of the products is basically concentrated on the existing standards in the industry. There are only a handful of objections that can be raised, and there is no need to tolerate "nitpicking" that is beyond their ability.

Of course, in recent years, driven by Haier and other companies, home appliances are also transforming from standardization to differentiation, requiring personalized, differentiated product innovation and positioning for different users and needs. From this perspective, when home appliance manufacturers are complaining about the severe situation, it is worth looking at the struggling catering industry and their personalized customization.

It is difficult to survive, and it is even more difficult to come up with something new, but heroes emerge in troubled times. A severe market is always unpredictable, and it can bring huge waves as well as opportunities. Whether it is the home appliance industry or the catering industry, if you want to stand out in a difficult situation, you need to find a way out from yourself.

Home appliances and catering: similarities across industries

Striving for perfection is the right path. Over the years, the Chinese people have developed the spirit of craftsmanship because of the pursuit of perfection. Products are not about quantity but quality. Consumers will never remember how many categories you have, but will always remember a certain dish. Xibei has only a few dishes, but its specialty lies in making oat noodles perfect and authentic. Consumers remember Din Tai Fung's buns not because of how fragrant the filling is, but because each bun has 18 folds.

The same is true for the home appliance industry, which revolves around the "precision" of products and services. It is far better to pursue one point to the extreme than to talk about it without missing anything. Whether it is function, appearance, power saving, or intelligence, there will always be a part of loyal customers who are moved by it.

Only by keeping pace with the times can we stay fresh and lasting. All enterprises can only maintain their competitiveness by continuous innovation. The Golden Leopard, which was once the "heaven on earth" in the food world, has lost its glory and fallen into bankruptcy. In the face of the Internet era, the catering industry is constantly changing and iterating. In addition to its gorgeous decoration and high-end luxury positioning, the high-end self-service model of Golden Leopard cannot withstand the changes of the times and is gradually disappearing from the public's eyes. If you are out of touch with the times, you will be abandoned by the times.

The advent of the Internet era has changed the way all industries develop, but this does not mean that companies have to take radical measures. Innovation is important, but it does not mean that companies have to be detached from consumers. The once popular Huang Taiji won consumers' orders with its extreme delivery method, but this innovation can only be called a "one-time innovation". I am afraid that no consumer is willing to pay the delivery fee for a pancake that has lost its freshness.

Whether it is the catering industry or the home appliance industry, it is necessary not only to keep up with the trend of the times and transform and upgrade, but also to base innovation on consumer demand. This is the fundamental reason why companies can thrive in the ever-changing Internet army. Any innovation that is out of touch with consumer demand is a false proposition, which is bound to be short-lived and a complete failure!

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.