From shared bicycles to shared TV refrigerator washing machines: the danger of sharing home appliances

池竹||Write

Suddenly, the spring breeze comes, and thousands of trees and pears bloom. With the emergence of “shared bicycles” and a national wave of participation, the concept of “shared economy” immediately became the “hot word of the year”, from sharing bicycles to shared libraries and even sharing basketball and charging. Treasures and umbrellas can be said to share the economy "a mess of fire."

Of course, home appliance companies that have been at the forefront of industrial change are not falling behind. From the shared refrigerators that appeared on the streets last year, to the music-sharing TVs that have caused controversy this year, and the shared washing machines distributed in universities and communities across the country, we hope to seize this era of “sharing the economy” and create new industries. Business motivation.

Origin:

Just in mid-May this year, a group of public washing machines appeared in a commercial plaza in Xuhui District, Shanghai. The media interpreted that the washing machine also entered the “sharing era”. The utility washing machine is divided into two types of washing machines and dryers, wherein the price of the 18KG capacity washing machine is 40 yuan/barrel, the 8KG capacity washing machine is 20 yuan/barrel, and the 18KG capacity drying machine is 10 yuan/15 minutes. The public can choose to pay in cash, or choose WeChat and Alipay to pay.

In fact, in Haier, Midea and other home appliance giants, this is not the source of shared washing machines. As early as two or three years ago, a large number of public laundry rooms appeared in many colleges and universities. This is the real sharing of washing machines. It has a dedicated team that operates and is open to all regional users and forms circles and communities.

LeTV, which has received much attention this year, also released the so-called “shared TV”, which means that manufacturers and users share the benefits of large-screen operations. By encouraging users to turn on the TV and even participate in the operation of some projects and tasks, the company can obtain the negotiation resources with the advertisers, and finally share the services such as the members given by the company. Obviously, this is just a sharing of LeTV's definition, not a shared economy that the society agrees with.

Mirror:

If you trace the source of the rise of the sharing economy, Didi, fast and other network car platform can be regarded as the earliest explorer of the "shared mode." Later, with the merger of Didi Express, Uber withdrew from China, and the market appeared in a state of monopoly; and with the emergence of various rules and regulations of the contracted network, the drivers of the Drip platform became less and less, and the price became more and more The more expensive, the less the number of cars in the network is less. However, this is not to say that travel demand is less, but travellers are turning to other ways. In this context, the Mobike bicycle began to appear, and the concept of “sharing” officially appeared.

Sharing bicycles quickly set off a carnival in the market: choosing to share bicycles has become the most fashionable way for urban residents; even more so in the capital market, Mobike has received several rounds of financing, totaling 500 million US dollars. Recently, there is more news. Mobike has also finalized $800 million in financing, with a valuation of about $3 billion.

In the home appliance industry, it is not the Internet companies that try to "share the economy" first. It is precisely Haier, the United States and so on that it is considered a "traditional home appliance enterprise." As early as three years ago, a "college laundry room" project was quietly emerging, behind the promotion of home appliance giants such as Haier and Midea. On the one hand, it recruits a large number of operators to participate in the operation of colleges and community laundry rooms, and explores the sharing opportunities of washing machines. On the other hand, through the opening of the data platform, an ecological circle for sharing washing machines has been formed. After the creation of a win-win situation.

In fact, this model is not uncommon in the home appliance industry. The "lease economy" that has been active in the home appliance industry for more than a decade can be seen as a predecessor of the sharing economy. By leasing home appliances such as air conditioners, televisions, and refrigerators, it is possible to move home appliances from the non-movable home to various commercial fields.

It can be said that compared with LeTV, only the factory and the user jointly complete the task, create revenue, and realize benefit sharing. Including the shared washing machines and shared refrigerators that have appeared in the market in recent years, it is really dependent on the independent participation of users and operators to obtain corresponding benefits.

Dangerous machine:

For the home appliance industry, especially white goods, exploring the “sharing” model is a necessity and a trend. Some institutions expect that the size of the shared economy will increase by 40% in 2017 and will account for about 10% of China's GDP by 2020. White electricity, which has been in a downward state, is so tempting to face the sharing economy that it is natural to break through the bottleneck.

Analysis of the shared washing machine that has been operated on a large scale. It can be seen that the dryer with large capacity and professional configuration can be used for cleaning and drying large items such as curtains, cotton clothes and down jackets that are inconveniently cleaned and dried in the home. However, although the public washing machine has attracted the interest of many residents, it has been observed and used less. Most residents said that they do not plan to use public washing machines. One is to bring clothes to trouble, and the other is to use them together. The health condition cannot be guaranteed.

The poor experience is one aspect. In addition, the operating cost of the shared washing machine is not low, and the product price is high. In addition, in order to avoid cross-contamination of different clothes, it is necessary to periodically clean and maintain in time. High-cost operations, as well as uncertain profitability and market return cycles, it is not so easy to share washing machines and want to “break the industry dilemma”.

More importantly, from selling hardware to selling services, for a large number of home appliance manufacturers who are used to "selling a hammer" and selling hardware, how to deal with users, how to continue to provide differentiated services to users, and really pass This value-added service makes money and makes money. This obviously requires a process of continuous transformation and a new breakthrough can be found.

In the face of "full sharing", for home appliance manufacturers, the first stage is not to take the "professional sharing" break, is to expand the commercial space and opportunities outside the traditional market: for example, school students, apartment white-collar workers, factory blue collars and hotel business travelers, etc. For specific people, provide convenient and healthy self-service laundry and refrigerator storage services. Therefore, from this perspective, sharing home appliances requires designing service formats such as cleaning, maintenance, and maintenance at the beginning of product development, and creating more commercial scenarios, which will open up greater possibilities for the current depressed industry.

This is precisely the current direction and opportunities for a large number of professional home appliance dealers and home appliance store owners to take advantage of. That is to seize this round of shared enthusiasm, from the traditional household consumer market to the professional commercial industrial market, from selling products to selling services. Step by step through differentiated services and capabilities to achieve differentiation in the means of making money.

In short, the sharing economy model is a new cusp for the home appliance industry. By seeing its essence, by subdividing people and different scenarios and providing different scene life experience services, it can inject new development momentum into the industry. On the contrary, only the "shared" name, there is no maintenance development, will only make the market stiff, block the road!