Cloud whale took the lead in arranging door-to-door services to see how it broke through the industry "blockade" with services

writing | Mantis observation

author | Hujingjie

As the most representative Shopping Festival of the year ,618 It has always been in various industries 、 The brand proves the power of its own products “ stage ”, Sweeping robot manufacturers are no exception .

This year, 618 Of “ Shot ” As soon as it started , Players can't wait to offer different preferential schemes , By industry “ Three giants ” For example , Some products of kevos 24 Interest free period , Membership is full 3000 Re reduction 300; Stone technology G10S Pre sale to hand price 4799 element ; Yunjing users can go to the flagship store of Yunjing e-commerce platform to receive large coupons , There will be other gifts when you rush to pay the deposit .

（ Picture source ： TaoBao Coworth 、 Cloud whale 、 Stone official flagship store ）

While feeling the unprecedented preferential strength , Through this 618 Activities ,「 Mantis observation 」 Also found that ,“ Internal volume ” It seems to be becoming the main tone of this industry .

With the continuous influx of players in the past two years , The self-cleaning market gradually moves from blue ocean to red ocean ,“ Rear sweeping robot ” Time , Where will the competition focus ？ Which type of player will be the fastest to move from “ Internal volume ” Get out of the way ？

Five armies duel , Sweeping robot enters “ Elimination Bureau ”

The young category of sweeping robot is from 2001 Since its birth in, it has developed 20 year ,“ Front sweeping robot ” Time , It is also regarded by the industry as “ Small step run ” Technological innovation period .

In the early stage of this stage , Sweeping robots were once sold at a high price , But the product experience is poor , Such as walking and bumping 、 Mop, scale and water stains need to be cleaned , It was once called... Together with smart speakers “ Artificial mental retardation ”. Therefore, the focus of the technological innovation period mainly focuses on “ Expertise ” On , That is to use “ Professional technology ” Lead the product function from “ It works ” To “ To use ”.

It was during this period , There have emerged in the market “ Five factions ”：

The first is Xiaomi 、360 As a representative of the “ The Internet School ”; The second kind is based on beauty 、 Represented by Haier “ Home appliance pie ”; The third kind is to seek 、 Represented by wow force “ The new rich ”; The fourth category is based on Philips 、iRobot As a representative of the “ Overseas school ”.

And the most representative , Or take kevos 、 Cloud whale 、 Represented by stone “ Professional ”, Such players have repeatedly used technology to break through industry bottlenecks , For example, kevos is not only involved in the research and development of sweeping robots 、 manufacture , At the same time, it is also on the software platform 、 Algorithm, etc ; With a sweeping robot that can automatically clean the mop ,2019 In, the cloud whale “ Dark horse ” Posture leads the industry into a self-cleaning era , Last year, it also launched a sweeping robot that can automatically go into and out of the water J2; Stone technology 2021 In, the R & D investment and the number of R & D personnel achieved double-digit growth .

In addition to these five factions , According to the 「 Check the inner eye 」 data display , By 2022 year 6 month 9 Japan , And “ Sweeping robot ” of , The enterprises in existence share 2213 home , Within five years, there are nearly 1000 home .

（ Picture source ： Check the inner eye ）

Five teams 、 The influx of thousands of new brands ,“ Thousands of aircraft battle ” In the sweeping robot market , The industry has also begun to enter “ High threshold ” Brand barrier period .

Coworth 、 Stone technology as the representative of the company in the algorithm 、 Continuous research and development in navigation and obstacle avoidance , Make cleaning efficiency better , Yunjing is trying to redefine the product , Make differentiation at the functional level . But anyway ,“ Professional ” If you want to stay ahead , If other factions don't want to become competitive “ sacrifice ”, Sweeping robot manufacturers are bound to have mature technology 、 channel 、 Looking for new opportunities outside the supply chain .

Industry speed up clearing , Service innovation is a new opportunity in the new era

Players accelerate into the game , Industry speed up clearing , In the environment of pattern optimization ,「 Mantis observation 」 The following three trends are glimpsed ：

1. Still have a broad space for growth

according to 《2021 White paper on the development of sweeping robots 》 data display ,2020 In, the market scale of sweeping robots in China reached 94 One hundred million yuan , Year-on-year growth 19.1%, It is the largest market for sweeping robots in the world .

But the scale grows 、 Intensified competition , That doesn't mean the market is saturated .

in fact , With the rise of residents' consumption level 、 The increase in the proportion of women in employment 、 And the demand for clean electrical appliances under repeated epidemics , The sweeping robot will still have great room for improvement for a long time in the future , also Compared with developed countries with relatively mature industrial development , Domestic sweeping robots are still in the period of accelerated penetration , Far from the top .

2. More and more enterprises will embark on the high-end road .

From the sales data of sweeping robots , The sales of medium and high-end products are getting stronger , In especial 3000 Price range above yuan , The market share has increased year-on-year 10.5 percentage .

On the one hand, it is due to the shortage of raw materials in the upstream , Cause the price rise in the middle and lower reaches . According to the 「 A bit of Finance and Economics 」 reports ,2021 In the first half of , The price of chips in the market has risen by nearly 10 times . On the other hand , High end means high gross profit 、 More profits , Enterprises are naturally willing to invest more in this area .

3. New opportunities are inseparable from the new era , The focus of consumers' attention to the brand starts from “ product ” To “ service ”, Brands are also changing from “ Technology oriented ” To “ user-centric ”.

《2022 China electrical service industry trend INSIGHT REPORT 》 Pointed out that , The consumption of electrical appliances is changing from “ Buying products ” To “ Enjoy the service ” shift . Debang securities also said , After China enters the third consumption era , Consumers are more eager to be satisfied with service and experience . When the electrical industry is “ Last mile ” Continuous breakthroughs in service , This baton has also been handed over to the brand of sweeping robot .

Since Yunjing launched the optional function of automatic launching and launching last year , This year, , Coworth 、 Stone and other brands have successively realized this function , Then there will be more and more sweeping and towing robots that can automatically change water , And door-to-door service will also become a problem that sweeping robot manufacturers have to face in the future . After all , Automatic water supply and drainage involves the connection of domestic waterways , Professional personnel are required for door-to-door installation , This will put forward higher requirements for the services of sweeping robot manufacturers , Service experience will become the key for all players to achieve differentiated competition in the next stage .

“ Halo ” Go away , The door-to-door service needs a “ Problem solver ”

In the past, the focus of the market on sweeping robots was mainly on cleaning 、 Avoiding obstacles 、 Endurance and navigation functions . In history, the industry scale has experienced three rounds of rapid growth , The three inflection points of development are inseparable “ technology ” Push forward ：

The first is 2002 year , But he was defeated by obstacles 、 The navigation function and other technologies are not perfect ; The second, 2010 year , The navigation function has been greatly improved ; The third time is 2019 year , Cloud whale relies on “ Automatic cleaning mop ” Multifunctional sweeping and towing all-in-one machine products , It has driven the growth of the sales scale of the whole industry .

after 20 Years of polishing ,“ Technological innovation stage ” Stepping into “ The end of the ”,“ Halo effect ” The aura of is scattered , market 、 Enterprises and consumers gradually realize the importance of services . As for how to pry “ service ”, I need a “ Problem solver ” To stand out ,「 Mantis observation 」 Think this “ Problem solver ” At least three characteristics are required ：

First of all “ fast ”, Want to solve the problem successfully , Of course, the earlier you enter the game , The greater the opportunity and advantage .

At this point , Because the cloud whale is 2021 In, it took the lead in launching a sweeping and towing robot that can automatically change water J2, This makes it more “ fast ” To realize the importance of service .

So , Yunjing built its own service system , Large scale introduction of door-to-door installation services in the industry . Up to now , It has taken the lead in establishing a relatively mature 、 Complete door-to-door service system , With a professional service team , Covering the whole country 200 Multiple cities .

Second, we should “ optimal ”, Only with high quality 、 Perfect service chain ,“ Problem solving ” Will be more successful .

《2021 Analysis of complaints received by National Consumer Association in 》 data display , The number of complaints about household electronic appliances reached 10.8 Thousands of pieces of , At the top of the complaint list , And super 7 Cheng's complaint points to quality and after-sales service .

（ Data sources ： China Consumer Association ; drawing ： Mantis observation ）

Be aware of this , Cloud whale has established a strict 、 fine 、 Complete service personnel training and assessment system , Provide high-quality service with a professional team ; meanwhile , A mature service monitoring digital system has also been built , To systematize 、 visualization 、 Scientific and technological means to ensure the quality of services . besides , Yunjing also proposed to make the charges transparent 、 Explain the use on site 、 If you are not satisfied, you can come to the door twice 、 Breach of contract compensation and other service guarantees , Let users have a satisfactory door-to-door service experience as far as possible .

The third is “ new ”, Only “ innovation ”, To create a differentiated competitive advantage , obtain “ Optimal solution ”.

The cloud whale door-to-door service team includes “ Whaleman ” And “ Whale hi ” Two teams ,“ Whaleman ” It is a third-party service provider selected by strict standards , Focus on professional services .“ Whale hi ” It is a self built service team of Yunjing , Featured services . adopt “ Whale hi ” service , We can see the efforts made by Yunjing in differentiated innovation ：

stay “ Team innovation ”, Change the seriousness of the door-to-door service staff 、 An old traditional image , Yunjing has formed a group of young people 、 Fashion team , More energetic at the same time , It also makes the door-to-door service more loving 、 More intimate ;

stay “ Experience innovation ”,“ Whale hi ” stay “ Whaleman ” Based on services , It will also combine the brand tone , Around user properties 、 Like to customize services , So that different users can get personalized solutions . What is more unique is that ,“ Whale hi ” When the service team provides door-to-door service , It will also lead users to unlock some “ Whale hi ”, Make the service more interesting and warm .

A woman in Chengdu said ,“ Whale hi ” Our door-to-door staff are not only young 、 handsome , We have done a lot of work for our own Yunjing products “ Whole body SPA” Outside of , As the service time is set for International Children's Day , The staff will also patiently interact with the children at home , Take pictures with them 、 To play , Teaching how to clean and maintain the sweeping and dragging robot in the game , At the same time, it will guide parents and children to unlock some “ Colored eggs ” and “ Pleasantly surprised ”, The whole process was interesting and full of dry goods .

( Picture source ： The little red book )

Ms. Xiao from Nanchang, besides feeling “ Whale hi ” The door-to-door staff have a meticulous and professional attitude , Also praised some details , For example, bring your own shoe covers 、 carpet 、 Wet wipes and other tools , When working, the tools will be covered with cloth , Prevent soiling the ground , When you leave, you will easily take away the garbage .

besides , In the course of service ,“ Whale hi ” He has also contributed many warm-hearted deeds , For example, worry 80 Old grandparents fell down , During the follow-up visit on the fourth day of trial ,“ Whale hi ” The staff specially cleaned the oil dirt at the door of the kitchen ; in consideration of 60 My grandmother is a year old , Children are not around most of the time , The staff will also share childhood anecdotes with Grandma .

Search the little red book “ Whale hi ”, Yes 1 ten thousand + The notes , About on Weibo “# Whale hi #” The topic is also praised constantly , Experienced users spontaneously incarnate cloud whale “ Wild promoter ”, It can be seen that “ The whale is delighted ” Service for It not only improves users' love for the brand , And in the era of paying more and more attention to spiritual needs , Yunjing took the lead in going deep into the spiritual level of consumers .

also , The sweeper is a highly intelligent product , As predicted above ,“ On site service will become an important factor in brand competition ”, Then the on-site service should not be limited to the installation business .

Yunjing has expanded the on-site service from installation business to product use and operation guidance 、 Product trial 、 Product cleaning and maintenance and other professional services , It not only reduces the user's use threshold , And let more and more users experience more professional door-to-door service , Accelerate the popularization and penetration of sweeping robots in the Chinese market , As product function value is no longer the only concern , Users may also re-establish a brand-new value cognition system for the sweeping robot .

Countless data 、 Forecasts and industry analysis , Seems to be proving , Service future probability will become a key link in the competition pattern of sweeping robots , Enterprises will also have consumer sovereignty . at present , The cloud whale has obviously integrated into the user's family one step faster , Became the first “ Problem solver ”, This is because it is not only professional , And have deep enough insight into consumers , future , The sweeping robot manufacturer represented by Yunjing , What surprises will it bring to the market , Worth waiting for .

* The pictures in this article are all from the Internet

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