The appliance industry cannot rely solely on policy support

In 2012, the policy of home appliances to the countryside was hailed as a booster, which not only saved the rural home appliance market, but also brought some opportunities for some home appliance companies to recover the difficulties. However, the crisis of the dying of some enterprises with weak competitiveness has not been changed.

For home appliance support policies, we need to focus on policy specifics. This is extremely important, because if we miss the opportunity, even the best policy will not play its due role. In addition, in the formulation of policies, do not pursue the universality of the policy, because the Chinese home appliance industry has reached the era of strong and permanent strong, weak and weak, and enterprises that do not adapt to the market environment should determine the fate of the market.

From the perspective of home appliance support policies in recent years, the country has been making adjustments. The author believes that if the government has related policies, the direction of adjustment should be on the incentives for brand innovation. The reason is simple. At this stage, if the government policy still borrows from the previous blood transfusion methods, it will only slow down the pace of Chinese companies' participation in international competition. By inspiring brand innovation, we can make innovations such as brand innovation, quality innovation, and demand innovation. Form explosive power.

The home appliance industry is one of the most mature industries in China. The birth of world-class brands in China emerges in an endless stream. Home appliance warfare around the world has changed from the competition between Europe, the United States, Japan and South Korea to a contest between China, Japan and South Korea. Now it is reduced to the Sino-Korean war. The confrontation between China and South Korea will be specifically demonstrated in the contest between several Chinese and South Korean companies and may not exceed 10 companies. From the point of view of Korean companies, in participating in the international home appliance wars, they all rely on the blood of the enterprises themselves to survive, instead of relying on policy blood transfusion to survive, and thus can have considerable vitality.

Looking back at government policies, it is not important whether blood transfusions are for companies. As long as they do not "blood" blood, companies will survive tenaciously. We can see that many of the previous first- and second-tier brands later became third- and fourth-tier brands, or even went bankrupt, and they were killed by “drawing blood”. Some companies have been given a lofty social mission by the government and dragged into the whirlpool of blind mergers and acquisitions and expansion. In that case, it was not just "blood transfusions," but "drafts," and mergers and acquisitions of companies that should not have taken over, adding unnecessary packages to them. This will inevitably increase the burden on companies and eliminate the impetus for the development and upgrading of enterprises.

Therefore, the policy may not be blood transfusion, but it must not be “blooded” and it is necessary to believe in the company’s own ability to make blood. The company itself must enhance its hematopoietic capacity. First of all, it is through competition to obtain orders, win consumers' recognition with good products and services, and allow consumers to pay for your products continuously;

Secondly, through technological upgrading, the company's bones are constantly growing and the internal organs are operating in harmony. Even a company that does not seem to be powerful on the surface is, in essence, an explosive “giant”. This way, consumers will be looking forward to you and will continue to purchase your products.

Third, companies must be self-reliant. Introspection is not to blindly expand and do a “pass” thing in a down-to-earth manner. As the company moves toward the world's first, it must continue to expend effort in technological innovation, product quality, and corporate branding. In order to achieve such a goal, it is not relying on policy blood transfusions, but rather on the company’s strong desire for development and the enormous hematopoietic function of its own body, and the strong competitiveness it exhibits.