When the chaos is severely rectified, it is already a critical period for large enterprises to make full-scale efforts to improve the small home appliance market that is currently developing rapidly. Especially in the after-sales service of small household appliances, the contradiction between companies, markets and consumers has been very prominent."
In an interview with the China Enterprise News, an industry observer bluntly expressed his views on the current small household appliance market.
It is reported that after years of development in China's small home appliance industry, there are hundreds of small home appliance categories on the market, with an annual sales value of up to 300 billion yuan. Among them, durable consumer goods such as rice cookers, electromagnetic cookers, electric kettles, indoor heaters, and electric pressure cookers have an occupancy rate of more than 50% in urban households, affecting people's daily lives to a large extent.
However, in the after-sales service of products, small appliances face more difficult predicament than other electrical appliances. According to industry sources, due to the short development time and low barriers to entry in the small household appliances industry, together with the small size of the small household appliances manufacturers, the low technological content and sales price of the small household appliances, the operating efficiency is insufficient to support an independent after-sales service network; The country's unified after-sales service standards are all constrained, resulting in uneven quality of small home appliances after-sales service.
Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, told the China Enterprise News that “at present, the after-sales service standards for small household appliances are set by the companies themselves, and there is a lack of uniform standards. At the same time, the state also stipulates that the sellers are responsible for the maintenance of goods, and this The phenomenon of shirking responsibility among manufacturers and 'kicking each other' occurs."
However, in recent years, the increase in the concentration of small household appliances brands has brought about a turn for the better after-sales service that has plagued consumers for a long time.
Zhao Zerui, secretary-general of the China Household Appliance Service and Maintenance Association, stated that as the major brands and international brands entered the field of small household appliances, the small home appliance market gradually shifted to specialization, systematization, scale, and brand transformation, gradually eliminating a group of relatively weak strengths. Lack of R&D and cost advantages as well as sales and service network advantages of small-name companies, the situation of difficult maintenance of small home appliances after-sales service has improved.
Chen Gang indicated that the current after-sales service for mature brands of small household appliances has been standardized, and the product maturity has promoted a relatively mature service consciousness. The agreement among manufacturers has become more standardized, service outlets have increased, and the radiation area has become wider.
At the same time, with the increasing market share occupied by big brands, the company’s investment in R&D, innovation, and technological content of small home appliances has gradually increased, and the quality of small household appliances has improved. This undoubtedly reduces the maintenance ratio of the product and extends the normal life of the product.
“Through the difference in the level of after-sales service, each small household appliance brand will face reverse elimination in the future, and the brand concentration will become higher and higher. Conversely, brand concentration will increase, and large brands and high-quality products will occupy the market and promote the small household appliance industry. The overall level of service improvement,†Chen Gang told China Enterprise News.
At present, the home appliance industry in China presents a trend of narrowing differences in product quality and increasing differences in service quality. According to industry sources, in the future, after-sales service for home appliances will gradually develop into a service industry centered on customer satisfaction, and will form a home appliance service industry including call centers, logistics distribution centers, after-sales service stores, on-site services, and network services. Service form.
“The industrialization of home appliance service industry will prompt the transformation of the after-sales service department of the enterprise from the cost center to the profit center, thereby reducing the service cost of the enterprise and balancing the relationship between the service cost and the low added value of the product. Therefore, the maintenance service price of small household electrical appliances is not It will increase with the increase in the form of services," Zhao Zerui said.
In an interview with the China Enterprise News, an industry observer bluntly expressed his views on the current small household appliance market.
It is reported that after years of development in China's small home appliance industry, there are hundreds of small home appliance categories on the market, with an annual sales value of up to 300 billion yuan. Among them, durable consumer goods such as rice cookers, electromagnetic cookers, electric kettles, indoor heaters, and electric pressure cookers have an occupancy rate of more than 50% in urban households, affecting people's daily lives to a large extent.
However, in the after-sales service of products, small appliances face more difficult predicament than other electrical appliances. According to industry sources, due to the short development time and low barriers to entry in the small household appliances industry, together with the small size of the small household appliances manufacturers, the low technological content and sales price of the small household appliances, the operating efficiency is insufficient to support an independent after-sales service network; The country's unified after-sales service standards are all constrained, resulting in uneven quality of small home appliances after-sales service.
Chen Gang, deputy secretary-general of the China Household Electrical Appliances Association, told the China Enterprise News that “at present, the after-sales service standards for small household appliances are set by the companies themselves, and there is a lack of uniform standards. At the same time, the state also stipulates that the sellers are responsible for the maintenance of goods, and this The phenomenon of shirking responsibility among manufacturers and 'kicking each other' occurs."
However, in recent years, the increase in the concentration of small household appliances brands has brought about a turn for the better after-sales service that has plagued consumers for a long time.
Zhao Zerui, secretary-general of the China Household Appliance Service and Maintenance Association, stated that as the major brands and international brands entered the field of small household appliances, the small home appliance market gradually shifted to specialization, systematization, scale, and brand transformation, gradually eliminating a group of relatively weak strengths. Lack of R&D and cost advantages as well as sales and service network advantages of small-name companies, the situation of difficult maintenance of small home appliances after-sales service has improved.
Chen Gang indicated that the current after-sales service for mature brands of small household appliances has been standardized, and the product maturity has promoted a relatively mature service consciousness. The agreement among manufacturers has become more standardized, service outlets have increased, and the radiation area has become wider.
At the same time, with the increasing market share occupied by big brands, the company’s investment in R&D, innovation, and technological content of small home appliances has gradually increased, and the quality of small household appliances has improved. This undoubtedly reduces the maintenance ratio of the product and extends the normal life of the product.
“Through the difference in the level of after-sales service, each small household appliance brand will face reverse elimination in the future, and the brand concentration will become higher and higher. Conversely, brand concentration will increase, and large brands and high-quality products will occupy the market and promote the small household appliance industry. The overall level of service improvement,†Chen Gang told China Enterprise News.
At present, the home appliance industry in China presents a trend of narrowing differences in product quality and increasing differences in service quality. According to industry sources, in the future, after-sales service for home appliances will gradually develop into a service industry centered on customer satisfaction, and will form a home appliance service industry including call centers, logistics distribution centers, after-sales service stores, on-site services, and network services. Service form.
“The industrialization of home appliance service industry will prompt the transformation of the after-sales service department of the enterprise from the cost center to the profit center, thereby reducing the service cost of the enterprise and balancing the relationship between the service cost and the low added value of the product. Therefore, the maintenance service price of small household electrical appliances is not It will increase with the increase in the form of services," Zhao Zerui said.
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