A few days ago, an e-commerce website customized a 42-inch LED smart ultra-thin TV with a price of 2,599 yuan. In just one week, it received 70,000 appointment applications, and the sales volume exceeded 10,000 units on the first day of sale. Not only online, the reporter noted that this customized consumption pattern has begun to extend to the offline market. Industry insiders expect that the custom model will allow home appliance manufacturers and sellers to see a new profit growth point, and the era of mass customization will come.
"C2B" subverts "B2C"
In fact, as early as last year, Tmall teamed up with home appliance manufacturers to hold a customized group purchase event, which set a record of selling for 1 and a half days and selling 83,000 units. After that, air-conditioning manufacturers joined hands to buy a platform to launch a customized group purchase. Consumers can use the voting method to randomly match the power, panel appearance and function of the air conditioner. Finally, two models were selected for mass production, and the group purchase was completed in a short time. Customized the sales miracle of Wantai.
“'C2B' is 'customertobusiness', that is, consumers put forward personalized requirements to enterprises, and companies produce products accordingly.†Senior IT industry commentator Li Hua believes that this customized model can enable consumers to obtain similar products with higher products. Cost-effective, which aggregates the original dispersed but large number of users, forming a strong purchasing power. The "C2B" model has become an important means of e-commerce differentiated competition. It is taking the "home appliance customization" as a breakthrough point and subverting the traditional "B2C" pattern.
Extend to offline market
The reporter also noticed that the "C2B" model has begun to extend to the offline. A few days ago, some home appliance manufacturers have joined forces in chain stores to launch a home appliance customization war in Jincheng.
“In the 'C2B' mode, the factory directly introduces custom models, users can book first, and after the quantity reaches a certain amount, the factory will carry out production again, thus reducing various intermediate costs, and the price is greatly reduced. The latest customized 58-inch new products Cloud TV, the price is only 5,599 yuan, about 30% lower than the price of similar products." A person in charge of a brand of color TV Tianjin, the reason why it extends to the offline market, more to cater to consumer demand, break the price war , to win more popularity for the traditional channel. According to relevant sources in Tianjin Suning, the store launched a smart home customization integrated service based on Internet transmission, IoT sensing and smart home appliances terminals last year. In the future, we will continue to try new business models and customize products to manufacturers according to their needs.
Customized appliances must be cautious
“Customized consumption patterns of home appliances will promote the transformation of the entire industry ecology from the traditional one-way manufacturing enterprise-channel-consumer to two-way “consumer-manufacturing enterprise-channel-consumerâ€.†Secretary of Tianjin Household Appliance Industry Association Changwu said that, however, the service chain of customized home appliances is relatively longer, and production standardization is also more difficult to operate. This requires home appliance enterprises to have excellent manufacturing technology and provide a complete service system. For consumers, the choice of custom home appliances should be based on actual conditions, should not only focus on the price, but also pay special attention to whether the related services, after-sales, etc. are perfect.
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