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家电行业品质化浪潮将改变竞争格局
2017-08-23 09:13:20 中国经济网
与家电行业上半年“喜获丰收”相伴的是,市场在品牌格局、竞争手段和商业模式上出现了三个显著变化。
首先,竞争的“马太效应”在今年上半年进一步激化,虽然行业洗牌在家电行业已持续十数年,但今年上半年家电制造巨头、家电零售巨头在一线市场上主动出手、强势洗牌超出很多中小厂商的预期。同时,受到消费升级、品质主导,超过半成的中小家电企业面临被淘汰出局压力。目前,在大量的三四级农村家电市场上,良币淘汰劣币的非名牌、杂牌淘汰赛已经打响,下半年还将进一步持续上演。
此外,整个家电厂商的商业竞争体系也正在发生新的微妙变化。家电行业过去是典型的“大厂家配小商家”或“小厂家配大商家”的强弱配,今年初以来则是“大厂家大商家”的巨头配。其中最为经典的则是海尔、美的、海信等制造巨头与京东、天猫、苏宁等零售巨头的合作力度越来越大。一方面,说明家电产业格局的巨头化趋势凸出,另一方面说明在商业资本撮合下家电新一轮整合开启。这也将会带来下半年家电品牌竞争格局和家电零售渠道格局的变化。
中小企业就完全没生路了吗?也不尽然。随着今年初以来整个家电消费市场的持续升级,消费者对于家电产品的选购理念也已呈现“一高一低”两极分化趋势。“一高”是指高端、高品质、大品牌的产品;“一低”是指高性价比、低价格的产品。其中,高端精品家电不再局限于索尼、西门子等洋品牌,还出现卡萨帝、方太、老板等本土品牌;低端家电除了比拼价格和性能,还要比拼质量和服务,更关注低价格高性能。这也就意味着整个家电消费市场将掀起品质化浪潮——这不只是停留在产品的高端、品牌的洋化和服务的质感,而是追求从售前、售中到售后等环节的全面立体化和质感化,这或许就是摆在中小家电企业面前的一条生路。即拥有差异化精品和差异化用户服务能力的中小家电厂商有望重获市场竞争力。
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