超级大满贯

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除了卖萌,家电产品还能怎么“进圈”?

  QIANBUJIU,JIAZHONGDIANFANBAOHUAILE,SHANGDIANSHANGPINGTAISHIZHENGHAOKANJIANDALIANGJIADIANYOUHUIHUODONG,CONGMIANXIFENQIDAOZHIJIEZHEKOU,600DUOYUANDEXIYIJI、QIANYUANCHUTOUDESHUANGKAIMENBINGXIANG,SHENZHIHAIYOUBUDAOQIANYUANDE3PIBIANPINKONGDIAOZAICANYUMIAOSHAHUODONG。


超级大满贯  JINLIANGNIANJIADIANSHICHANGDE“JIONGJING”SIHURENGSHIZAIKAOZHEJIAGEZHICHENG。ZAIJIASHANGMUQIANZHEIYITESHUSHIQI,JIADIANXINGYEGUODEHAIHAOMA?

  大环境向下,小家电向上

超级大满贯  RIQIAN,ZHONGGUOJIAYONGDIANQIYANJIUYUANHEQUANGUOJIAYONGDIANQIGONGYEXINXIZHONGXINLIANHEFABU《2019NIANZHONGGUOJIADIANXINGYENIANDUBAOGAO》。SHUJUXIANSHI,2019NIANGUONEIJIADIANSHICHANGLINGSHOUEGUIMOWEI8032YIYUAN,TONGBIZENGZHANGLVWEI-2.2%。GUIMOPINGJINGXIANXIAN,SHIMUQIANXINGYEZHENGTIMIANLINDEZUIDAWENTI。

  JU《2019NIANZHONGGUOJIADIANXINGYENIANDUBAOGAO》XIANSHI,MUQIANGUONEIJIADIANSHICHANGFENHUAYUEFADEMINGXIAN,JUTIDAOGEZHONGPINLEI,CAIDIAN、KONGDIAO、BINGXIANGDENGCHUANTONGJIADIANPINLEIYEWUDOUCHUXIANLEYIDINGXIAHUA,RUKONGDIAO2019NIANDUCHUHUOLIANGTONGBIXIAHUA3.37%,XIAOSHOUETONGBIXIAJIANG8.27%;ZUIBUHAOGUODERENGSHICAIDIAN,LINGSHOULIANGTONGBIXIAJIANG2%,TONGBILINGSHOUEXIAHUAGENGSHIDADAO11.2%,CHUANGXIAJINSHINIANXINDI。

  YUZHIXINGCHENGXIANMINGDEDUIBIDESHI,BUFENXIAOJIADIANCHANPINGAOGEMENGJINZHISHIYIJIUBUJIAN,XIANGJIANKANGJIADIAN、GEHUJIADIANDENGDENG。QISHENGHUOJIADIANSHICHANGLINGSHOUEDA1803YIYUAN。

  XIAOJIADIANSHICHANGDESHENGMENG,SHOUYIDEDANGRANSHIPINPAI。RUZAI2YUE24RIWANFABU2019NIANDUYEJIKUAIBAODEXIAOXIONGJIADIAN,KUAIBAOXIANSHI,2019NIANSHIXIANYINGYESHOURU26.92YIYUAN,TONGBIZENG31.92%;SHIXIANGUISHUYUSHANGSHIGONGSIGUDONGDEJINGLIRUN2.60YIYUAN,TONGBIZENGZHANG40.08%。

  SUBOER、JIUYANG、XINBAODENGPINPAIZAIYINGSHOUFANGMIANYEQUDELEWENBUTIGAO。

超级大满贯  “DAHUANJINGXIANGXIA,XIAOJIADIANXIANGSHANG”XINGCHENGLE2019NIANZHONGGUOJIADIANSHICHANGDEYOUQUGEJU。

超级大满贯  SHOUDAOXIAOFEISHENGJIYINGXIANG,XIAOJIADIANDEJUEQICONGZAOJINIANJIUYIJINGKAISHI。DANGSHICHANGXIAOFEIXUQIUYOU“BIXU”ZHUANXIANGLE“FEIBIXU”,ZAIDAJIADIANMANZULEXIAOFEIGANGXUHOU,GAISHANYUXIANGSHOUXINGXUQIUDEXIAOJIADIANCHANPINKAISHIMAOTOU。XIAOERMEI、BIANJIEZHINENGSHENZHISHI“MENG”,WEIXIAOJIADIANDAKAILEYIDAODAMEN。

  XIANJIEDUAN,XIAOJIADIANYIJINGKAISHIMANMANTUOLI“DUOPINPAI”MAIRU“DUOPINLEI”,CHANPINYUEJIAFENGFUHEDUOYANG。QIEWEILEJINGENSHICHANG,DUIYUGEXINGHUAHEGONGNENGMANZUFANGMIANDETISHENGYUEFAJINGXI。

  LIRUZAIPINPAIFANGMIAN,XIAOJIADIANPINPAIGENGJIAZHUZHONGCHUIZHILINGYU,XIAOXIONGDIANQI、JIUYANG、DAISENDENGDENGDOUSHIYITUOYIGE“GAINIAN”HUOMOUJIANDANPINQIAODONGSHICHANG,JIANLISHUYUZIJIDEYIGEGE“QUANZI”,XIANGXIAOXIONGDIANQIJIANLIDEYI“MENG”WEIZHUDE“DANSHENNVXINGYONGHUQUAN”、XIAOMIZAIDAZAODE“XIAONIANQINGQUANZI”、JIUYANGSUOKANZHONGDE“JIANKANGSHENGHUOQUAN”DENGDENG,ERFEIYIWANG“DAERQUAN”DEMOSHI,YEJIUZAOJIULEMUQIANXIAOJIADIANSHICHANG“DUOERBULUAN”、“GEQUSUOXU”DESHICHANGHUANJING。

  FANGUAN,DAJIADIANSHICHANG,YINWEIDANJIA、GENGHUANZHOUQIZHANGDENGFEI“RENWEI”YINSU,ZAIJIASHANGCHANPINTONGZHIHUA、YINGXIAOMOSHIJICHANPINQUEFACHUANGXIN、JIAGEZHAN、SHICHANGXUQIUGAIBIANDENGYUANYIN,ZHENGGEXINGYEXIANDE“GUHUA”。

  YOURENSHUOJIADIANSHICHANGRUJINZHEIBAN,YIBANDE“GONGLAO”YAOGUIJIEYUDIANSHANGPINGTAI,PINGTAIJIANDEJIAGEZHANJIAYONGDIANQISHIXISHENGPIN,BUKEFOURENYOUBUFENYUANYIN,DANGENGDUOHAISHIZAIXINGYEZISHEN。

  BUGUO,“GUHUA”DEJIADIANPINPAIYEQIAORANKAISHILEGAIBIAN。

  传统家电品牌的进圈之路怎么走?

  CHUANTONGJIADIANPINPAIXIANGYAODAPOXIANYOUGEJU,YOUXUDUOFANGMIANKEYIXIANGXIAOJIADIANXUEXI,LIRUJIANLIQIZIJIDE“QUANZI”,BUFENPINPAIYEZAOYIKAISHI。

  1、SHICHANGBIANGECHIXU,JIYAO“XIANGSHANG”YEYAO“XIANGXIA”

超级大满贯  “XIANGSHANG”SHIZHIQUDAO,DABUFENCHUANTONGJIADIANDEXIAOSHOUQUDAOHAISHIYILAIXIANXIA,SHUJUXIANSHI,2019NIANJIADIANXINGYEXIANSHANGXIAOSHOUZHANBISHOUCITUPO40%,YEJIUSHISHUOHAIYOUJIN60%DEXIAOSHOUSHITONGGUOXIANXIAQUDAOWANCHENG。

  XIANGBIQITAXINGYE,JIADIANXINGYEDEZHEIYISHUJUJIEGOUXIANRANSHIBUTAIFUHEMUQIANHULIANWANGJINGJIZHEIGEZHUXUANLVDE。BINGBUSHISHUOXIANSHANGQUDAOYIDINGBIXIANXIAQUDAOHAOHUOZHONGYAO,DANMUQIANSHISHIQINGKUANGSHI,SUIZHENIANQINGXIAOFEIQUNTIGOUMAILIDETISHENG,YIJIMUQIANZHEIYITESHUSHIQI,XIAOFEIZHEDUIYUXIANSHANGQUDAODEYILAIMINGXIANJIAQIANG,QIYEHUADALIANGJINGLIDAZAODEXIANXIASHICHANGXIANDE“LEIZHUI”。

  BUXUFANGZU、ZHUANGXIU、YANGPIN、YEMEIYOUPINGTAIZHONGJIANSHANG,RUXIAOXIONGDIANQIZHENGSHIMEIYOUZHEIXIEFUDAN,ZAIBIANJICHENGBENBUDUANYASUOHOU,LIRUNLVZAI2019NIANTISHENGDAOLEJIN10%,ERCISHICHUANTONGJIADIANQIYEDELIRUNLVDADOUZHIYOU5%ZUOYOU。

  “XIANGXIA”ZHIDECHANPINDUOYANGHUA,DUOYUANHUA。YOUGESHUOFAJIAO“BINGQILINJINGJI”,YIJIADIANLIYOUCAOMEI、QIAOKELI、MANGGUOSANZHONGKOUWEIDEBINGQILIN,RUGUOMAIDEZUIHAODESHICAOMEIBINGQILIN,BINGQIECHANGCHANGXUYAOPAIDUIGOUMAI,ERQIAOKELIBINGQILINXIAOLIANGZUICHA,NEIMEZHEISHIDIANJIASHIXUYAOXIANGJINBANFARANGQIAOKELIBINGQILINBIANDESHOUHUANYING?HAISHITIGONGGENGDUODECAOMEIBINGQILIN?DAANXIANRANSHIHOUZHE。

超级大满贯  MUQIANHENDUOCHUANTONGDAJIADIANPINPAIHAIMEIYOUYISHIDAOZHEIGEWENTI,RENGSHIQIWANGYONGHUNENGGOUDUOMAIZIJIDE“QIAOKELIBINGQILIN”。

  DANGRANYEYOUPINPAIJUYOUYUANJIAN,ZAOJIUKAISHIGONGYINGGENGDUODE“CAOMEIBINGQILIN”,LIRUMEIDE,TAMENZAIXIAOJIADIANSHICHANGDEBIAOXIANBUSHUCHUANTONGDAJIADIAN,ZAIGEBIEDANPINHAINENGLIYANEIXIEXIAONIANQINGMENSUOSHUZHIDEPINPAI。

  MEIDEDUIYUXIAOJIADIANCHANPINDETAIDUYIZHISHI“AI”BING“TONGKU”ZHE,YINWEI“WUMEIJIALIAN”ZUICHUCHANPINXIAOLIANGBUCUO,QUEYINLIRUNLVBUHAO,BUDEBUJINXINGDIAOZHENG,ZHIDAOZAI2017NIANZHONGYUZHAOZHUNFANGXIANG,NEIJIUSHIZHENDUI“95HOU、00HOURENQUNYANFAXINCHANPIN”,JIANJIANZHONGYUYINGLAISHOUHUO,RUQUNIANDAHUODEYIKUANYIRENSHIDIANFANBAO“CHAIQUANBAO”,XIAOLIANGDADAOLEYITIANYIWANTAI,ERXIANZAIMEIDEHAIZAICHUANGZAOGENGDUODE“CAOMEIBINGQILIN”,RUDITANGDIANFANBAO、DUOGONGNENGPOBIJIDENGDENG。

  ZHEISHIMEIDEZAIJIANLIZIJIDE“NIANQINGQUNTIQUANZI”,YESHIDENAPAXINGYECHUYU“DONGJI”,DANMEIDEDEYEJIBIAOXIANYIJIULIANGYAN,XIANGQUNIANSHUANG11QIJIAN,MEIDEYOUYICIHUODEQUANWANGJIADIANQUANPINLEIDIYI。

  2、“XX经济”影响下,从品牌功能到场景划分

  CONG“MAMAJINGJI”、“ZHAIJINGJI”DAO“TAJINGJI”、“DANSHENJINGJI”DENGDENG,SHANGMIANYOUTIDAOXIAOJIADIANXINGYEXUNSUQIBU,YUANYINZHIYIZHENGSHIDUIYUCHUIZHILINGYU、XIFENSHICHANGDEBAWO。DANQISHICHUIZHIHUOXIFENSHICHANGDESHUOFAYIJINGBUXINXIAN,HENDUOPINPAIDOUZAITI,NANDESHINENGBUNENGZUO,YIJIRUHEZUOHAO。

  KANQILAIXIAOFEIZHEGUANZHUDESHICHANPIN,QISHIXIAOFEIZHEGENGJIAGUANZHUCHANGJING。LIRUCICIYIQINGJIUWEISHICHANGTIGONGLEYIGE“CHANGJING”,SHIDEDUOPINGTAIDEJIANKANGLEIXIAOJIADIANHUODEDAMAI,SUNINGPINGTAIXIAODUJUXIAOLIANGTONGBIZENGZHANG205%,JINGSHUIJI、LAJICHULIQIDENGJIANKANGXIAOJIADIANDEXIAOLIANGYESHIXIANDAGUIMOSHANGSHENG;JINGDONGPINGTAIJINGPINXIAOJIADIANJUBEICHUJUN、GUOLVBINGDUGONGNENGDEKONGQIJINGHUAQIZHEIYIQIJIANYICHANGHUOBAO,XIAOSHOUETONGBIZENGZHANG2.5BEI,SAODIJIQIRENDECHENGJIAOETONGBIZENGZHANGCHAOGUO60%。

超级大满贯  ZAIYICISHUOMING,MANZUCHANGJINGDEYIYISHIXIANJIEDUANXIAOFEISHICHANGDEZUIZHUYAOXUANZE。PINPAIHENNANQUMANZUDABUFENSHICHANGXUQIU,ZHINENGMANZUSHAOSHURENQUNFEICHANGGAODEXUQIU。YEJIUCHUXIANLEMUQIANZAIXINGYEZHONG,GEGEPINPAIDOUZAIDAJIAN“CHANGJING”,HUO“JIANKANG”HUO“DUSHI”HUO“JINGYING”。RUJIUYANGDEDOUJIANGJI、SUBOERDEDIANFANBAO,DAISENDECHUIFENGJI。

超级大满贯  YOUBIRU,ZAIXINLINGSHOULINGYU,XINDEYETAIYIJINGXIANXIAN,XIANGHEMAXIANSHENGTAZHENDUIDESHICHANGBUZAISHICHUANTONGDEDAZHONGXIAOFEISHANGCHAO,TAYINRULEJIANSHENFANG、YINGJUYUANDENGDENG,JIUSHIJIANGGONGNENGYURENQUNXUQIUTUOLI,BUZAIZHISHIDANDANTIGONGGOUMAIGONGNENG,ERSHIMANZUBUFENJUTIRENQUNDECHANGJINGXUQIU。

  YEYOUCHUANTONGJIADIANPINPAIZHENGZAIZHEIFANGMIANZUOTUPO,RUHAIERKASADIBINGXIANG,QIDINGWEIJIUSHIPAOKAIDAZHONGSHICHANG,YIYANZHI、ZHINENGHEPINZHIDINGWEIGAODUANSHICHANG,WEISHAOBUFENJINGYINGQUNTIGUIHUA“CHUFANGSHENGHUOCHANGJING”。

超级大满贯  ZONGERYANZHI,CHUANTONGJIADIANCHANPINXIANGYAOTUOLIXIANYOUDEGANGAJUMIAN,WUFEIDUOXIANGXIANSHANGQUDAOKAOLONG、JIAKUAICHANPINGEXIN、RANGCHANGJINGDAITICHANPINZHEIJIGEFANGXIANG,ZAIJIASHANG5GDELUODIYIJI“ZHINENGJIAJU”SHICHANGDECHENGSHU,ZHEIGEDIANHUOXUHUIJIXINGYEDAILAIYIXIANGBUDAODEJINGXI。

  小结

  XIANJIEDUAN,YIQINGDUIYUJIADIANSHICHANGBUQUANRANSHIHUAIXIAOXI,SUOWEI“SHANGDIGUANSHANGLENIDEMEN,YEHUIDAKAIYISHANCHUANG”。SHOU“ZHAIJINGJI”YINGXIANG,JIADIANCHANPINXIAOLIANGFANERHUIYOUSUOSHANGSHENGYESHUOBUDING。


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

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