The annual Double Eleven Shopping Festival is coming, and this year, sweeping robots have been included in the snap-up list by many consumers. According to data released by the China Business Industry Research Institute, in 2017, the sales volume of sweeping robots in my country was nearly 4 million, with sales reaching 5.67 billion yuan. The research institute predicts that the sales volume of sweeping robots in my country is expected to reach 4.834 million units in 2018, with a sales volume of nearly 7 billion. Strong demand means that there is a broad market, which is not only reflected in the category of sweeping robots, but also in the entire smart home appliance industry. However, with the increase in purchases, some problems in the industry are also emerging, such as some companies attach more importance to marketing and less attention to marketing. Research and development, or the overall operating method has not kept up with the new consumption environment, etc.
Sweeping robots have a bright futureThe hot Double Eleven has kicked off, and many consumers are busy ordering products. According to the peak number of single-day data monitored during the Tmall 618 event, the sales of automatic sweeping robots surged by 1,092 times. Eleven, whether the sales of sweeping robots will reach a new peak is also of particular concern. With the increasing improvement of people's living standards, people's life concepts are constantly changing, and sweeping robots are gradually entering the homes of ordinary people. There is still a lot of room for growth in the sales of sweeping robots in my country. Data shows that the penetration rate of sweeping robots in the United States is about 20%, while the penetration rate in my country is only about 5%. Moreover, the acceptance of sweeping robots in coastal areas and inland areas is increasing. The rates are also very different. This shows that sweeping robots have broad prospects in China, and for merchants, there is still a very large market waiting for them to tap.
Different from traditional household appliances, sweeping robots automatically plan routes, clean regularly, and intelligent functions bring great convenience to consumers. As a member of smart home appliances, the rise in sales of sweeping machines just shows that today's consumers are smart about home appliances. There is a great demand for smart appliances and convenience, which is undoubtedly a big plus for the smart home appliance market.
There are many problems in the smart home appliance marketWith the gradual prosperity of the market, many manufacturers have begun to join the field of smart home appliances, including traditional home appliance manufacturers and new manufacturers. However, in the process of increasing sales of smart home appliances, many manufacturers have fallen into confusion and hesitation. As a result, many problems in this market have gradually emerged.
The first is to focus on marketing and less on R&D. For intelligent products, research and development should be the first in order to bring users a better product experience, but many companies put the cart before the horse. As shown in the prospectus released by the sweeping robot brand Ecovacs, the brand's marketing expenses accounted for 12% of total sales in 2016, while the average R&D expense rate was only about 3%, which was lower than the industry average. This not only affects the product experience, but also leads to the emergence of patent disputes.
The second is the question of true and false intelligence. Yu Liangxing, president of Allview Consulting, believes that intelligence must have at least five characteristics: networking, intelligence, openness and compatibility, ease of use, and energy saving. But at present, the market is mixed, and many companies simply connect their products with mobile phones, thinking that this is the embodiment of intelligence. Due to the lack of a unified standard in the current market, the definitions of smart home appliances by various manufacturers are also very different, which makes the functions and practicability of each product vary greatly.
The third is the operating concept. In the past, traditional home appliances were mostly "one-shot sales". After the products were sold, the contact with customers was only reflected in the after-sales. In the new era of consumption, this operating concept is no longer suitable for the market. With the improvement of user requirements for products and the increase of product replacement rate, manufacturers need to establish close contact with users, explore user needs, improve customer loyalty, and increase marketing efforts. And so on, let customer word of mouth become the best endorsement of the brand.
Where does the industry go in the futureSome people in the industry believe that smart home appliances will be upgraded in the three directions of intelligence, high-end and fashion in the future. Intelligent products will bring users a better product experience, high-end will show good life taste, and fashion will improve Overall home atmosphere. Not only that, with the improvement of technology and the improvement of users' quality of life, future products will also be simpler and easier to use, bringing a truly convenient experience. At the same time, for the overall smart home appliance industry, the thorny issues facing the future are the increasing expectations of users and capital, how to improve hardware and software, and how to stand out in the market environment where there are many strong enemies, This is a question that every smart home appliance manufacturer needs to think about.
For manufacturers, the first thing to do is to continuously improve the product experience. Combined with the changes in the market environment and the improvement of user needs, the products are constantly evolving and improving, and self-learning and development in product functions, intelligent services, network connections and other aspects, so that intelligent products are more worthy of their name. Secondly, it is necessary to change the business philosophy, learn to make users become fans of the product, and continuously attract the attention of users by establishing user groups, customer platforms, etc., and increase their stickiness to the product, thereby laying a solid customer base for product sales growth. At the same time, pay attention to the differentiated experience of products, start from more market segments, and create diversified products for customers, which can not only avoid homogeneous competition, but also help brands stand out from the competition.
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