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共享经济能否在家电业落地开花?

  共享家电:噱头还是风口?

  GONGXIANGJINGJIDEJUFENG,ZHENGCONGDANCHE、CHONGDIANBAO、YUSANDENGLINGYUXIANGJIADIANXINGYEXUNMENGDICHUILAI。

超级大满贯  SHOUXIANSHUOGONGXIANGDANCHE,GANGGANGDANSHENGYINIANDUODEMOBAIDANCHE,CHENGWEISHANGYESHISHANGDEXINSHENHUA。2016NIAN4YUE,MOBAIKAISHIJINRUCHENGSHIYUNYING,ZHIJINYIJINRUHAINEIWAICHAOGUO80ZUOCHENGSHI,TOUFANGLIANGCHAOGUO450WANLIANG,MEITIANTIGONGCHAOGUO2000WANRENCIQIXING,WANCHENGRONGZI6LUN,CHENGWEIQUANQIUZUIDAHULIANWANGCHUXINGPINGTAI。

  随后,共享的飓风又吹向了充电宝、雨伞等生活用品领域。据不完全统计,今年3至4月,已有5笔融资、超20家机构入局共享充电宝市场,IDG、红点中国、腾讯、金沙江创投、元璟资本和知名个人天使投资人王刚等都已投资了共享充电宝类型的创业公司。共享雨伞领域也吸引了10多家玩家入局,如JJ伞、魔力伞、e伞、橙伞等,春笋共享雨伞获得500万元天使投资,共享e伞获得1000万元天使投资。

超级大满贯  ERZAIJIADIANSHICHANG,GONGXIANGJINGJIYECONGYIGEYAOXIANGGUANWANGDEGAINIAN,BIANCHENGLEQIYEJIEZHENGXIANGBUJUDESHISHUIXINGDONG。

超级大满贯  YIGONGXIANGXIYIJIWEILI,MEIDETUICHULE“MEIMEIXI”,HAIERTUICHU“HAIERXIYI”,CHUANGWEIBUSHU“QINGKEGONGXIANGXIYI”XIANGMU……SUISHUOBURUGONGXIANGDANCHEDENGXIANGMUNEIMEHUOBAO,DANDAIBIAOLEJIADIANXINGYEDEYIZHONGCHANGSHI。

  ZHENZHENGBAGONGXIANGJIADIANTUISHANGFENGTOULANGJIANDE,SHIJINNIAN5YUEFENFASHENGDELIANGQISHIJIAN。QIYISHI,5YUE19RI,DIYIPIJUYOUDIANXINGGONGXIANGTEZHENGDEXIYIJIZAISHANGHAIXUHUIQULIANGXIANG。GAIGONGXIANGXIYIJIGONGYOUSANGEGUNTONGXIANGTIGOUCHENG,ZHIFUFANGSHIBAOKUOXIANJIN、ZHIFUBAOHEWEIXINSANZHONG,SHOUFEIFENBIEWEIXIYIMEITONG20YUANHE40YUAN,HONGGANMEITONG10YUAN。

超级大满贯  LINGYISHIJIANFASHENGZAI5YUE16RI,LESHIZHENGSHITUICHUQUANQIUSHOUKUANGONGXIANGDIANSHICHAO4X55M。SUOWEIGONGXIANGDIANSHI,LESHIXUANCHENG,ZHIYONGHUZAISHIYONGCHAOJIDIANSHIQINGKUANGXIAWANCHENGYIDINGDEZHIBIAO,CONGERMIANFEIHUODELESHICHAOJIYINGSHIHUIYUAN。RUYONGHUGOUMAICHAOJIDIANSHIX55M,ZAIGOUMAIDIERNIAN490YUANDEHUIYUANSHI,TONGSHINIANDUKAIJIDA277TIAN,LEFANERCHENGZHANGZHINIANDUZENGJIA3000,GOUMAIFUWUDALIBAO,JIKEHUODESINIANHUIYUAN。

  在笔者看来,乐视此举有“偷梁换柱”的嫌疑。它本质上是利用消费者的购买、消费、点击广告等行为,给予一定的奖励或回报,说是促销活动更合适些,跟真正的“共享”还差着十万八千里呢。更何况,这个促销活动的门槛还非常高,难以普及不到大众层面。

  YOUCIKEYIKANCHU,GONGXIANGDEGAINIANZAIJIADIANXINGYESUIRANYIJINGZHAXIALEGEN,DANYAOZHENZHENGLUODIKAIHUA,SHANGXUSHIRI。YOUQISHIGONGXIANGMOSHIDETANTAO、GONGXIANGCHANPINDEKAIFADENG,SHITUIDONGGONGXIANGJIADIANFAZHANDEGUANJIANHUANJIE。

  家电先天具有“共享”的基因

超级大满贯  RENMENDUIGONGXIANGJIADIANDEZHIYIJIZHONGZAI:JIADIANSHICHANGYOU“GONGXIANG”SHENGCUNDETURANGMA?


 例如,针对共享洗衣机,网友们的普遍反应是:与陌生人共用一台洗衣机,卫生如何保证?还有些用户表示只会考虑洗涤难度大的窗帘、地毯等。

  ZHEIXIEWENTISHUOMING,GONGXIANGJIADIANLIZHENZHENGDEPUJI,HAIYOUYIDUANZHANGZHANGDELUYAOZOU。WULUNRUHE,GONGXIANGXIYIJIDENGXINXINGSHANGYEXINGTAIDECHUXIAN,WEIGUANGDAYONGHUTIGONGLEXINDEDUOYANGHUADEXUANZE,YERANGRENMENDESHENGHUOLIBIANJIEHUAGENGJINLEYIBU!

超级大满贯  NEIME,JIADIANSHICHANGDAODISHIBUSHIHE“GONGXIANG”MOSHI?

  BIZHERENWEI,ZHEIGEDAANSHIKENDINGDE!

  SHENMESHIGONGXIANG?GONGXIANGJIFENXIANG,JIANGYIJIANWUPINHUOZHEXINXIDESHIYONGQUANHUOZHIQINGQUANYUQITARENGONGTONGYONGYOU,GONGTONGHUODEJINGJIHONGLI。

  对于用户来说,值得采用共享的方式进行消费的产品,往往具备以下几个特点:一是首期购买成本高,二是使用频率一般或较低,三是不属于私密物件。

超级大满贯  YISHANGJIDIAN,ZHENGSHIJIADIANCHANPINDEDIANXINGSHUXING。SHOUXIAN,DIANSHIJI、BINGXIANG、XIYIJI、KAOXIANGDENGHAOCHENGDAJIADIAN,SHUYUJIATINGNAIYONGXIAOFEIPIN,GOUMAICHENGBENDONGZHESHUQIANYUAN。JIBIANSHIGUOZHIJI、LIAOLIJI、SAODIJIQIRENDENGXIAOJIADIAN,PINZHIHAO、GONGNENGQIQUANDEHUA,JIAQIANYESHIBUFEI。RUGUOYONGDEPINLVBUSHITAIGAO,ZIRANHUIYOUYIPIRENLEYISHENGXIAZHEIBIQIANLAI!

超级大满贯  ZHEIJIUSHUODAOGONGXIANGCHANPINDEDIERGETEDIAN:SHIYONGPINLV。DUIYUYIGEWULIUKOURENSHENZHIGENGDUORENKOUDEJIATINGLAISHUO,DIANSHI、XIYIJIDENGDOUSHIBIBEIDE;DUIYUYIGEMEISHIJIALAISHUO,LIAOLIJI、KAOXIANGDENGYESHIBIBEIDE;ERDUIYUYIGEJINGCHANGCHUCHAHUOZHEDANSHENRENSHILAISHUO,MOUXIEJIADIANYEXUZHISHIOUERXIANXIASHIYONGYONG,YAOBAYIYINGJIADIANBEIQI,JIUXIANDEMEINEIMEBIYAOLE!

超级大满贯  ZAICI,DUIYIGEJIATINGLAISHUO,JIADIANBENLAIJIUSHIYIGEGONGGONGYONGPIN,SHIYOUYIJIARENGONGTONGFENXIANGHESHIYONGDE。YINCI,TAMENBUSHUYUSIMIWUJIAN,TIANSHENGJIUJUYOUBEIFENXIANGDEJIYIN。

  共享家电的未来

超级大满贯  SHISHISHANG,GONGXIANGJIADIANZHENGMIANLINZHEYIGEJUEJIADEFAZHANQIJI!

  据国家民政局的调查数据显示,目前我国单身男女人数已接近2亿,第四次单身潮已经来临。

  DUIYUJIADIANCHANPINLAISHUO,DANSHENYONGHUHEJIATINGYONGHUSHILIANGZHONGJIERANBUTONGDEXIAOFEIRENQUN。DANSHENYONGHUXUYAODEJIADIANCHANPINLEIXING:XIAOQIAO,BIANJIE,SHISHANGXINYING,SHIYONGPINLVXIANGDUIJIAODI;ERJIATINGYONGHUZEYAOQIUJIADIANCHANPIN:DA,GONGNENGQIQUAN,SHIYONGQIENAIYONG,NENGGOUMANZUYIJIARENDEGEZHONGXUQIU……

超级大满贯  KEYISHUO,MUQIANSHIMIANSHANGDABUFENJIADIANCHANPINDOUSHIWEIJIATINGYONGHUSUOSHEJIHEKAIFADE,ERDANSHENYONGHUDEXUQIU,YIFANGMIANKEYITONGGUOGOUMAILAIMANZU,LINGYIFANGMIAN,WANQUANKEYITONGGUOGONGXIANGLAIMANZU,ZHISHIMUQIANQUEFAHESHIDEGONGXIANGMOSHI、CHANPINYIJIXIANGYINGDETUIGUANG。

  GUANYUWEILAIGONGXIANGJIADIANDEJIZHONGXINGTAI,BIZHEDADANCAIXIANG:

  一,新品导向模式。超级大满贯目前,共享经济的概念已经在全民当中形成,而家电也先天具有共享的基因,打通共享家电市场的关键一步在于运营模式和新品开发。共享时代的家电产品应该具备以下几个特征:使用傻瓜化、支付便捷化(支付宝和微信支付是必备项)以及利益共生共享(如自带广告屏,用户既是广告的受众,也是广告收益的受益者)。

  二,渠道导向模式。渠道是家电产品销售和推广中极重要的一环,打通渠道,共享家电的推广几乎就成功了一半。鉴于用户群的特殊性,共享家电项目的开发者们可考虑首期重点开发校园、工业区、单身公寓等渠道,就像ofo首先开发校园渠道一样,先培育了重点市场,再向更广阔的市场和用户普及。

  三,互联网模式。超级大满贯共享经济首先是互联网时代的产物,运营互联网思维进行运营是再合适不过了。互联网思维的典型特征是:专注、极致、口碑、快。运用在共享家电领域,可延展的内容其实是相当多的,如单身用户群体因为社交的需要,往往有一些高档衣物,对它们的清洗和保护是用户的痛点,由此出发,开发相应的产品并将该功能做到极致,是一个值得尝试的思路;有钱有闲的白领女性,平常难得下厨,但偶尔很有必要在男朋友面前露一手,如烘焙一个蛋糕,此时,一款简单、易用的共享烤箱正好派上用场。按照这个思路,围绕简单、极致、快等关键元素,共享净水机、共享扫地机器人等可以大有作为。

  ZONGDELAISHUO,GONGXIANGJIADIANDEFAZHAN,BUGUANSHIMOSHIDEDAZAO、CHANPINDEKAIFAHAISHIQUDAODEJIANSHE,GUANJIANZAIYUXINSIWEI!CHUANTONGJIADIANQIYEYAOXIANGZAIGONGXIANGJINGJILINGYUFENYIBEIGENG,BIXUDAPOGUYOUDESIWEIMOSHI,KAIQIQUANXINDECHANGSHI。ZUODAOZHEIYIDIAN,GONGXIANGJINGJIZAIJIADIANYEKAIHUAJIEGUODENEIYITIANJIANGZHIRIKEDAI!

(本文版权归“上海家电网”所有。如需转载,请注明出处。)


SAOYISAO,ZUIXINZUIREJIADIANXINGYEDONGTAI,QUANWEISHUJU、ZHUANJIAGUANDIAN、XINWENREPINGJINZAIZHANGWO。WEIXINSOUSUO“SHANGHAIJIADIANWANG”/“shjiadian”JIKEGUANZHU,QIDAININDEDIANZANHUOPAIZHUAN!

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