Multiple hidden barriers appear in the upgrading channel of household appliance consumption
2023-03-15
Users are concerned about price and pay attention to price, and have always preferred price concessions, which can "take a lot of advantage". However, users are actually more concerned about the brand and the quality, service, and experience behind the brand. At present, users' attitudes towards product prices and brands continue to change dynamically, becoming a "hidden threshold" for many manufacturers to participate in competition and share grabbing in the first-tier market.
In the first-tier market, users have always had a "left and right wandering" choice about the price and brand of household appliances. In simple terms, while believing in the commercial iron rule of "one price, one goods", the other hopes that big brands can reduce prices to take advantage.
As a result, in the recent 20 years, there has been a "strange phenomenon" in the home appliance market that has lasted for many years and has not been completely eradicated. That is, a large number of "fake foreign devils and bigwigs" home appliance products have emerged in the upper echelons of the market. Although many users know that they are counterfeit products from large and foreign brands, they sell them cheaply and naturally have a certain market.
How to solve the user's choice contradiction and psychology between large household appliance brands and low prices? From the perspective of the household appliance industry, in recent years, companies such as Haier, Midea, and Hisense have tried to find a new inflection point between brand and price by launching high-end new brands, or young brands, or Internet brands
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