The era of appliance innovation in the Internet era was overturned

The rapid development of the Internet era has brought about new changes in the development of the entire industry. This change is not simply a change in product form and category richness, but a rapid change in the consumption pattern and market demand. Specifically, the development of the Internet era further highlights the scarcity of user resources. When the global market entered a period of excess, the relative weakness of user resources in the entire industry chain was completely changed and gradually became the dominant force in the transformation of the entire industry chain. At the same time, the Internet era has accelerated the pace of user demand individuation, and more personalized user needs have a new platform for expression. Before relatively isolated and unpredictable user needs became measurable in the Internet era, this became a change in the entire The important variables of the market structure.

In other words, the arrival of the Internet economy era has quickly made all aspects of the industry chain flat, open, and transparent. In particular, the visualization and measurability of user demand data have injected more uncertain factors into the transformation of the entire industry. . The biggest impact brought by the Internet economy era to the home appliance industry is to promote the transformation of the entire industry from large-scale manufacturing to large-scale customization. In this process, constantly changing consumer demand has played a crucial role. In essence, the Internet economy era has achieved a relative reversal of the roles and processes of industries. Consumers have changed from passive recipients to active proponents of demand (or products).

While the Internet economy is booming, the global manufacturing industry is undergoing tremendous changes. With the rapid development of smart manufacturing methods such as 3D printing, the traditional manufacturing-centric industry operation mode is being subverted. This also means that the global industry division of labor reorganization process is accelerating. In the past, companies manufactured product consumers purchased products. It is already coming to an end and the era of organizing production and marketing around user needs is accelerating.

In other words, the challenge brought by the Internet economy era to the global industry is the rapid development of business development models and industrial ecology. How to accurately grasp and rapidly meet consumer demand in this process has become a strategic issue for all companies. In the stage of industrial development where user needs are more differentiated, the competitiveness of enterprises will be more and more concentrated in one aspect, that is, the mastery of user needs, or the user's degree of participation in the product design process. From the current development status of the home appliance industry, leading companies represented by Haier have taken the lead in implementing this model. Under the conditions of a wide range of hazy weather throughout the country, Haier took full advantage of user needs to take the lead in introducing PM2.5 air conditioners, leading the product innovation process of the entire industry, and fully embodying the leading role of user big data in guiding corporate R&D innovation.

Under this new industrial development environment, companies must abandon the logic of development of previous product-only theory and truly form a new development ecology that can grasp user needs in real time. This requires companies to make new adjustments in organizational form and strategic direction. On the one hand, the traditional managerial decision-making structure is transformed into an organizational form that can accurately grasp changes in user needs, ensuring that the entire organization can grasp user needs most quickly and widely, and integrate product planning, R&D, and production according to user needs. Link resources meet user needs. On the other hand, companies must have the ability to conduct in-depth analysis of online and offline multi-dimensional user needs. Through the subdivision and differentiation of user groups to find accurate demand data, from the big data analysis to find the guidance of business management in accordance with.

If we say that in the era of product shortage, companies can rely on the relative scarcity of providing products to gain market recognition. In the era of Internet economy, this scarcity status has been completely subverted, and user resources have become the most scarce resource in the global industry. This scarcity also appears to be particularly prominent in the context of the global economic downturn. At this point, if the enterprise cannot change to the logic of industry development that suits the characteristics of the times, it cannot integrate industrial resources such as innovation and R&D in accordance with user needs, and it can only be abandoned by users in the increasingly competitive competition.