An Analysis of the New Path to Breakthrough of Small Home Appliances

It is understood that, as with other companies in the Pearl River Delta, electric oven companies are also facing a decline in exports, small appliances industry needs urgently to explore new ways to bring a chance. Some small household appliances enterprises have taken advantage of the vigorous development of e-commerce in a timely manner, have fully expanded e-commerce channels, and found a new road for industry to break through.

First, the new value of service areas

"In these 10 years, the service will step into the frontier of the industry." Gerstner, former CEO of IBM, once said 10 years ago.

When he said this, he could not see the changes in China today, but he did not expect that after he led the successful transformation of IBM, many companies that were once seen as manufacturing giants had begun to turn their attention to the service industry. His words influence and reflect the changes in various industries today.

The Pearl River Delta has concentrated a large number of small and medium-sized, medium and small-sized brand manufacturing enterprises. The longest emperor, who was the earliest professional electric oven manufacturer in China, is also one of them. The signs of global economic recovery are not clear at present. However, there is one point: China's economic environment is no longer likely to grow as fast as the first 30 years of reform and opening up. How do we stand out from low value-added manufacturing? Many home appliance companies in Shunde have been thinking about searching.

Some surveys have found that 70% of electric oven owners have unused electric ovens in the consumption of small household appliances. They either do not understand, or are afraid of trouble or have no atmosphere. They urgently need a service provider to guide them to use and share experiences with them. The survey data also showed that in the bakery's one-year consumption list, the purchase of electric ovens accounted for less than 10% of the expenses, while more than 90% of the expenses were used to purchase materials.

At the same time, Changdi also discovered that many netizens and food bloggers spontaneously used Changdi electric ovens to make baking recipes and share them on the Internet, forming a circle and accumulating a large number of “fans”. At present, there are no less than 300 active roasters gathered around popular bloggers active on various food sites.

“The oven industry must solve the problem of consumer use after purchase. The conditions for SNS marketing in the baking-loving circle are already in place. This will be the starting point for the strategic transformation of Changdi and the best time for Changdi’s electric oven to transform into a home baking service. It has already come.” Huang Zhigang, general manager of Changdi Baking Industry Investment Development Co., Ltd. analyzed the reporter of “China Sankei Shimbun”.

Second, the power of e-commerce

At the 2012 Shunde Household Appliances Expo, Changdi officially announced the signing of the Baking Master of the People, becoming the first signing blog blogger in the electric oven professional manufacturing industry. At the same time, it has also become the first home appliance manufacturer in the Pearl River Delta to switch from home appliance manufacturing to service. enterprise.

From the manufacture of electric ovens to home baking services, no one has done it in China. “Eternal wants to transform and provide Chinese consumers with a full range of home baking services, from electric ovens to baking tools (molds, materials), to the community baking experience, to online sharing. This transformation can give Shunde many Think of transforming home appliance manufacturing companies to provide a direction, an example, a sub-power.” Huang Zhigang told reporters.

Many companies have noticed IBM's success and tried to make the same transition to the service industry. But this is not as simple as it seems. Manufacturers that are transitioning to a bakery service company will face many challenging issues.

As Gerstner said, the skills required to manage service processes are very different. Different business models, the overall economic situation is very different. This is an ability that you cannot easily obtain. You need to invest years of time and money in your bets before you can gain experience and the rules for success.

It is not difficult to eat crabs first and courage is sufficient. It is difficult to eat crabs. “Changdi will promote Changdi's transition from manufacturing to baking services from three aspects: SNS marketing, community baking experience chain stores, and e-commerce coverage.” Huang Zhigang said.