The report of the 19th National Congress pointed out that the main contradictions in our society have been transformed into contradictions between the people’s growing needs for a better life and the development of inadequate imbalances. The major contradictions in society are also triggering a revolutionary evolution of consumption patterns. One of the important performances is the highlight of mid- to high-end consumption. Therefore, the report of the 19th National Congress also ranked mid- to high-end consumption as the new growth point and new kinetic energy.
Undoubtedly, the high-end consumer market has become a slogan. How to grasp this slogan? How to incite this big cake has become a problem that all walks of life are pondering.
Cross-border upgrade to open a new high-end strategy
In the home appliance industry, the transformation and upgrading around the high-end market seems to be more lively, and high-end products are beginning to emerge.
At the 2018AWE meeting, Panasonic teamed up with Porsche Design to produce a concept washing machine that attracted great attention in the industry. For a long time, the high-end of home appliances has mostly focused on functional upgrades, striving to bring consumers a more convenient, more humane and healthier lifestyle. The design of functional home appliances is often overlooked...
Panasonic and Porsche design have their own brand heritage. The two sides have joined hands to create a pure and noble lineage of products. The second has broken the singularity of the value of home appliances. A washing machine has been infused with two powerful brands. Blood, giving home appliances more artistic vitality, will this be the trend of the industry's high-end market?
In this regard, Wenwei, chairman and president of Aowei.com, said that the cross-border cooperation between Panasonic and Porsche is a typical representative of the strong cross-border upgrade of brands. Both of them bring noble blood, and the traditional competitive factors are positive. At the moment of the transformation of new competitive factors, better product exchange and product form can greatly satisfy the high-end needs of consumers.
Lu Jianguo, deputy chief engineer of China Household Electrical Appliances Research Institute, believes that high-end design is one of the future development directions of the washing machine industry. Panasonic's cooperation with Porsche design can be said to be at the forefront of industry development.
Product aesthetics still has a lot of imagination
Why does the industry seem to pay more attention to the artistic design of home appliances than in the imagination?
This has to mention the aesthetic dilemma we have faced for a long time - surrounded by upsurred aesthetics. In the home appliance industry, one of the outstanding performances is that we rarely care about the coordination and matching of the appearance of home appliances and the home environment. Simple imitation and accumulation will only be sensational, and true aesthetics will take time and practice to polish.
Zhu Yuxiao, a famous independent interior architect, believes that in terms of consumer aesthetics, we have a cross section before, but the aesthetics of the public has gradually been established, and the real understanding of the shape design of high-end products has begun. “For product design, we still have a lot of imagination in it.â€
While most home appliance companies are still focusing on the practicality of product and technology upgrades, user needs are quietly changing. At present, the domestic appliance market is mature enough, and the products are similar in terms of technical quality. As the aesthetics of consumers gradually mature, the higher-end industrial design style is attracting more and more consumers. On the basis of functional satisfaction, users have begun to “look at the faceâ€, and the product value is becoming an important factor for consumers to choose high-end home appliances.
Brand heritage can further enhance the high-end development of products
The artistic design is one of the strengths of the high-end of home appliances.
Wen Jianping believes that the cooperation between Panasonic and Porsche Design has attracted wide attention, mainly based on Panasonic's already strong technical research and development capabilities. “They are able to create products with strong technical attributes and functional attributes. As a century-old store, Panasonic has a strong appeal in technology and branding.â€
In the view of Zhang Guigui, editor-in-chief of Renmin.com's home building materials channel, Panasonic's brand heritage is indeed a high-end development of Panasonic washing machines: "Panasonic products, especially in the field of our consumer products, Panasonic's brand influence is in The industry has a certain advantage." He believes that in the home appliance market, there are not many brands that can truly resonate with consumers. Panasonic is one of them. When the price and other factors can't control whether you buy a home appliance. Then, the emotional resonance of the brand's heritage in the hearts of consumers will have a decisive impact.
In an interview, Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, also fully affirmed Panasonic's brand heritage. He believes that high-end products should be outstanding, must have high-performance, high-quality brand heritage, pay attention to fashion, pay attention to good life. At the moment, good products with good brand thickness and good design will make consumers love it.
In the battle for the high-end market of home appliances, Panasonic has launched a brand-oriented high-end strategy in parallel with functional design and design through cross-border cooperation with Porsche. Under the blessing of the 100-year brand, Panasonic's washing machine's cross-border integration of art and technology can bring more identity values ​​to high-end consumers. This question is left to answer.
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