618 how to break through the siege? Haier Zhijia: do a good job in digitalization of users

writing | Mantis observation （TanglangFin）

author | An Xin

Every year 618, New year after year . But this year's scene is very different .

One side , It was Lao Luo who released “ Exit declaration ”、 One brother and one sister of Taobao stopped broadcasting 、 Brother Kwai is caught up in a storm of counterfeiting , The super anchor's silence disrupted the original rhythm ; On the other hand , It's logistics transportation 、 Raw material supply 、 Factory production has not fully recovered from the impact of the epidemic in the first half of the year , The pressure of the big environment also makes the industry call this year “ The hardest thing in history 618”.

But from a practical point of view , This year's situation is reasonable , There are also unexpected ： Some just want “ live ” Our enterprises lie flat 、 Look down on , It's predictable . But at the same time , There are also many brands that have shown their commitment to the new environment 、 A unique look at New Trends , We have seen some dark horse enterprises breaking out of the encirclement , It has also witnessed the brand power that can remain in the forefront after the storm has faded .

This session 618, The protagonist is no longer the enterprise but the user

In previous years 618, The market is thinking about volume up、 What enterprises think of is traffic up.

But this year , The rules of the game have changed —— Opinion leaders with super traffic disappear , Everyone's pockets are covered more tightly . It means , In the past “ Marketing determines traffic 、 Internal push determines sales ” The situation is gone forever , The only theme of this game is to leverage users' consumption desire by themselves , But the price war is already weak , The key to leaving the circle is basically “ User reputation ”.

This is what we often say “ From seller's market to buyer's market ”, Or rather, “ From trading floor to content floor ” The evolution of . How to win the buyer's market ？ There are only two key points , Attract users and convince them .

Let's say that the recently popular Oriental selection . from 0 To 100 Million fans it took half a year , And from 100 Wan to 300 But wan only used 3 God . With what ？ Its live broadcast mode has changed from direct push to resonance , The focus has shifted from products to users . Put the teacher's humor 、 Classroom elements are brought into live broadcast , Use knowledge as a signboard , A new generation of consumers who are also pursuing spiritual prosperity are traveling all the way . Oriental selection has created a code word that is closer to users ： I don't want to sell but to let you learn , But my product can also do this .

There are also Haier smart home in the field of smart home , And his code word is ： They don't sell household appliances , But a healthy life .5 month 31 Japan , Haier Zhijia linked Zhejiang satellite TV 《 Run! 》 Turn on 618 Super event . We can't see the refrigerator in this live broadcast 、 Selling air conditioners , It's sand overflow 、 Jinjing and other guests naturally bring out the life picture in the kitchen and games , Transferring healthy life ideas from situational deduction , A total of 9000 More than ten thousand onlookers .

We can find a commonality , That is, the enterprise has learned to grasp the essential needs of users . Be similar to “ What is needed is not an electric drill , It's a hole ” There are many excellent cases of , For example, Nike sells not shoes but the spirit of self transcendence 、 L'Oreal sells not cosmetics but women's self pursuit 、 Coca Cola doesn't sell drinks but the coolness of the hot summer ……

The key to winning is not to defeat your opponent , It's about winning users

This is not so much a model innovation , Rather, it is an evolution of thinking logic in the new era . In the past, enterprises focused on products , Subtext is “ Do better than your opponent ”, So as to suppress the market data . But now the formation changes , What the buyer's market needs is that the enterprise focuses on the needs of users , To create the value users need , If you win users, you will naturally win public praise 、 Won the market .

Just look at the data . since 6 month 9 The date of , Oriental selection GMV（ The total volume of commodity transactions ） Rush up 300 ten thousand ,10 More than ten million for four consecutive days starting from the th ;6 month 12 Japan , Oriental selection ranked No. 1 in the list of rising fans 2 name , The daily increment of fans reached 46 ten thousand .

You might say , Oriental selection is the light in the field of FMCG with active basic market . Let's take a look at Haier Zhijia under overall pressure 、 What is the performance of the fully competitive smart home field ：618 growth 23% Beat the industry , Get ice 、 wash 、 heat 、 Cold and other multi category first .

Dig deep into user needs , Not only let these brands stand at the forefront of the field , It gives them the ability to cope with the environment 、 The foundation of market upheaval , It is a solid foundation to support them to lead the industry trend . It is said that the key word of consumption today is “ health ”, In fact, this kind of demand has sprouted many years ago . Pour out the black water after cleaning the air conditioner 、 After the washing machine was disassembled and repaired, it was found that the inner barrel had been covered with dirt …… This pain point has a long history , And the first to pay attention to and make targeted programs , It is Haier Zhijia . Non cleaning washing machine 、 Self cleaning air conditioners and other popular products in the market today , It all comes from the technical breakthrough of Haier Zhijia many years ago .

besides , Haier Zhijia has also achieved the acme and led in many current trend categories .

The first is the trend of science and technology . image 2021 In, the market share of embedded refrigerators has reached 11%, But many products are still sewn after being installed , It's ugly to hide filth . Regarding this , Haier Zhijia launched 0 Flash sewing refrigerator , Truly realize the integration ; also , There are many popular washing and drying machines , But usually highly unfriendly to women , When operating the machine, you even have to step on “ Small bench ”. The neutron and the United States launched by Casati are specially developed for Asians ,150cm You can reach it by raising your hand , Also add wrinkle removal on the basis of washing and drying clothes 、 Sterilization 、 Dispel the taste, etc “ Protective clothing ” function , The demand of users for clothing health during the epidemic prevention and control period has been taken into account .

Another is the trend of arbitrage . This year, JD's home appliance purchase turnover increased year on year 150%, This shows that consumers pay attention to convenience 、 Integrated demand trend . However, the common arbitrage in the industry tends to focus on product matching 、 Fixed combination , In essence, it pursues the linkage between products 、 Functional coordination . In contrast, Haier Zhijia , The focus is not on a set of products , It's a scientific diet scene 、 Healthy air scene ： In the kitchen, the refrigerator can recommend recipes based on the food stored 、 Turn on the gas stove to automatically adjust the wind force 、 The ingredients are automatically baked in the oven ; Sleep in the bedroom , The intelligent pillow can monitor the sleep curve in real time , Automatically turn up the air conditioning temperature when you sleep deeply 、 If the carbon dioxide concentration is found to be too high, the fresh air will be started automatically …… Enterprises “ Focus on products ” still “ The user needs ” The difference in experience is clear at a glance .

Digital upgrade , Let enterprises and users “ Rewire ”

Miura Zhan's 《 The fourth consumption age 》 mention , Contemporary people have entered a new era of consumption . Is characterized by , People began to flaunt themselves by consumption , It becomes to please yourself . in other words , Contemporary consumers pay more attention to “ Self pleasing doctrine ”, Have more subjective personality needs , But they don't go to the store and say , They will not talk to customer service online , This leads to the conflict between enterprises and users “ Demand is cut off ”.

This is because many enterprises know the importance of user needs , The reason why there is no way to draw a demand portrait . How can we reconnect with consumers ？ Digital upgrading is the only way .

1、 Digitalization is the key for enterprises to obtain users' needs .

An enterprise without digital capability , Unable to seize the initiative by digital means . Just like Haier Zhijia in this year 618 The first realization of Omni channel user link operation to improve efficiency , That is, it can collect users to consume big data , Achieve accurate push . for instance , You want to change a washing machine that can sterilize recently , I have consulted relevant products with Baidu for several times but never made up my mind . And then , If you log in to Haier smart home APP It will be based on your needs , Recommend products with sterilization function , Implement users 、 The win-win two-way accurate touch of the enterprise .

2、 Digitalization is the key to serve the needs of users .

Digital transformation means not only technological upgrading , It also marks that the enterprise has established a platform relationship with users and all parties . Haier Zhijia has established a digital platform early , The enterprise 、 merchants 、 Consumers connect , Any feedback from users 、 Opinions enterprises are informed at any time , At the first time, technological innovation was forced 、 Product iteration 、 Service upgrade . Take Haier Zhijia's Omni channel members this year , It is because consumers complain about the shopping points in Haier mall , Can't be on tmall 、 JD and other platforms are common , He got through the omni channel integral system at the first time , Promote flow conversion , It also improves users' reputation .

3、 Digitalization is the key to strategic layout around users .

The trend of Internet of things is accelerating , The future competition of enterprises must be presented in digital form .2020 In, Haier Zhijia determined the scene brand with three winged birds as the core 、 Ecological brand strategy , Then a campaign involving employees was launched 、 user 、 logistics 、 service 、 Supply chain 、 A comprehensive digital upgrade from planning to manufacturing .

Why? ？ Because Haier Zhijia covers household appliances 、 Home decoration 、 Home Furnishing 、 Home life “ One stop customized zhihuijia ”, It is a large-scale cross-border integration of services . This not only requires the digital upgrading of the whole chain , More importantly, the whole service link should be included in the digital operation , Realize real-time docking with users , To ensure efficiency 、 Quality and reasonable distribution . No matter what line of work , In today's user thinking 、 Under the trend of giving priority to efficient whole chain services , I'm afraid no leading enterprise can exist independently without the tide of digital convergence .

therefore , what “ The hardest thing in history ” The said , It's just a connection between the old and the new times 、 Alternation of old and new demands 、 It's just a stress response to the transfer of old and new markets . Lie flat 、 Even if a bearish attitude can help the enterprise to relieve its difficulties for a while , But it can not change the future war from price war 、 Discount war 、 Marketing war , Turn to enterprise thinking 、 Strategic layout 、 The fact of the dispute over innovation mode . What should come will come .

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