Appliance manufacturers rise "private customization"?

A "private customization" has allowed "private customization" between manufacturers and merchants to surface.

Many online malls, product homogeneity competition has become a barrier to brand development, looking for differentiated marketing has become a new profit growth point for businesses, a few days ago many businesses aim at home appliances "private customization", want to combine Internet big data marketing, through custom-made appliances incitement low Price lever.

This customization is only for the flexible production of enterprises
“The color of the air-conditioning panel is too single, can it be personalized?” Ms. Gao asked the store sales staff.

At present, many home appliance brands have launched their own customized services. Ms. Gao told reporters that she had inquired a lot of businesses and the answer was rather disappointing: “Some individual brands can also replace their favorite panels, but the price is high. Not a universal service."

In fact, the reporter’s investigation revealed that the so-called “private customization” of the home appliance industry is not a personalized service. It is a new mode of cooperation between manufacturers and merchants.

“Online, offline, and the same price, even though the function is the same, the model is different. This explanation may better understand what “private customization” means.

According to the reporter, with the increase of online business and the demand for differentiation among merchants, frequent interactions between home appliance manufacturers and e-commerce platforms have made "customization" a common practice. In February of this year, Galanz customized the “Love Only” series of fine home appliances for Tmall Electric City. TCL, Skyworth and other home appliance companies had chosen to build an exclusive internet brand online. Last year, Midea also created customized production lines for 13 products such as rice cookers, induction cookers, and soya-bean milk makers for "double 11" sales, achieving large-scale flexible production.

“The current customization service is not a private customization in the true sense of the word. It is mainly manufacturers who make available menus for consumers to choose.” Jiang Feng, chairman of the China Household Electrical Appliances Association, believes that real customization should be like tailoring for producers and Consumers are unique.

Differentiated strategies help companies grow

In fact, in addition to more personalized appliances sold online, customized appliances have long been popular in the market.

Joint venture 32-inch color TV broke 1300 yuan, 40 inches below 2,000 yuan, a joint venture three refrigerator broken 2,000 yuan ... It is understood that these ultra-low-cost big-name home appliances this week will appear in appliance stores, physical store prices comparable to the price.

“These products are home appliances that are specially designed for manufacturers to be ordered by the manufacturers as early as half a year ago.” Ma Yang, director of household appliances business of Gome Guangzhou Branch, told reporters that he had tried to introduce custom models before. This is the first time Large-scale, all-category products to individual brands to order customized products, he said, according to market demand, manufacturers customize the models for the future will become a trend.

The reporter learned that, unlike individual single-customer customization, this "customization" of the store is more to gain by taking the amount. "Of course, the cost of customizing one is high, but if hundreds of thousands of units are ordered at the same time, the cost will naturally come down." Industry sources have explained to reporters why the store's products can be low-priced.

For household electrical appliance companies to customize for the electricity supplier gradually increased the phenomenon of household electrical appliance industry expert Liu Buchen pointed out that this is the face of online and offline sales players to take measures against the game, the product difference is not great.

Liu Renbo, a senior observer of the household appliance industry, believes that different strategies from the new e-commerce brands to different e-commerce platforms will help companies grow bigger and stronger.