Change means hope and opportunity. For home appliance enterprises and businesses, turning a series of uncontrollable factors in the industry into controllable can lead their peers one step.

Different from the "black swan" events often encountered by other industries, China's home appliance industry, which has entered a mature period, has obviously suffered a lot less external shocks and injuries.

However, in the face of the economic and market environment in the next few years, enterprises and businesses in China's home appliance industry will still face four "uncontrollable" shocks and challenges in a certain cycle channel.

First, the rise and fall of raw material prices

From last year to this year, a wave of bulk raw material prices have been rising continuously, but there are still many rounds of downward correction in the middle. Combined with supply, demand, external economy, epidemic and other changeable factors, the price of raw materials in the future will change from rising all the way in the past to rising and falling. There is no law and cycle, and there is strong contingency and mutation.

The strength of the impact of the rise and fall of raw material prices is related to the two capabilities of home appliance manufacturers: first, the stability of the supply chain and the integration of the industrial chain; Second, user oriented brand premium ability and product pricing ability. As long as there is enough brand premium and pricing power of differentiated products, enterprises do not have to worry about the impact of the rise of raw materials, and can consolidate the supply chain and industrial chain. On the contrary, the operating pressure of some enterprises will be doubled, and they will fall into turbulence.

Second, the fluctuation of social factors such as epidemic situation

No one knows why the epidemic is always changing and when it will enter the ending period, let alone foresee it. The only thing we can face is "sailing with the current" and "following the trend". When the epidemic comes, we should do a good job in all kinds of safety protection and live well; When the epidemic situation is controllable, we should take the initiative to seize the market. More importantly, for home appliance enterprises, the epidemic is just one of the uncontrollable social variable factors. It is expected that there will be more such situations in the future.

The impact of the epidemic, a socialized variable, on the home appliance industry is reflected in three aspects, good and bad: first, the epidemic will accelerate more families' attention to health and help home appliance manufacturers sell structured products, that is, the promotion progress of medium and high-end new products has been accelerated, while allowing more enterprises to adapt to online digital management and office, Improve business efficiency; Second, it is not good. The fluctuation of a large number of epidemic diseases directly increases the difficulty and resistance for many manufacturers' offline market expansion, user interaction, experience and other services; Third, the more difficult is that the epidemic situation is only a variable, but for invariants, home appliance manufacturers need to establish new business logic and system to meet the challenges of this external cyclical environmental factors.

Third, the fragmentation of retail channels is fast and many

In recent years, the fragmentation of home appliance channels has intensified, with a large number of live broadcast goods, community goods, and even content goods emerging one after another. Behind this are the results of the common changes of two trends: first, as standardized products and household necessities, the threshold of professional retail and service is reduced. At the same time, the socialized large service and large logistics system can be matched, so that more people can enter the system of household appliance sales; Second, users' demand for household appliances has changed in multiple levels and forms, including high-end and low-cost of a single product, multiple sets of series, and whole house. Some like offline experience and some like online shopping.

For home appliance manufacturers, no matter how the form and media of retail channels change, whether retailers are online stores or physical stores, and whether users like turnips or vegetables, changes will always bring a series of opportunities. The key is to grasp one point: insight into demand, provide good products and services, strive to follow the footsteps of users, and finally achieve new leadership and breakthroughs. However, it is very difficult to see the demand, meet the demand and lead the demand. The direction is very clear.

Fourth, balance living with high-quality development

In the constantly changing market environment, many home appliance enterprises are now facing mature industries, changing needs and irregular accidents, but they also face the most intuitive challenge, that is, how to coordinate and get through the large-scale survival basic plate, the product structure transformation of high-quality development, and the trial and error of business model. Because of the large-scale survival of the basic plate, we must cut prices and make profits to grab sales; And high-quality development, but also to promote the sale of precision for profit, set the whole house to land and occupy the space in advance, we must go up. Living and living with high quality is a big issue for many manufacturers.

Survival and development are not static problems in any industry. For home appliance manufacturers, it is a difficult problem to solve in the process of development. At present, the solutions given by some leading enterprises are actually very simple, that is, the balanced layout of multiple brands and all categories. We should not only grab the scale and ensure the basic market, but also strive for profits and improve the quality of operation. However, for many small and medium-sized enterprises, we must make a new choice, whether to stick to the overall scale or do the landing of differentiation and characteristics. We can't have both fish and bear's paw.