618 11 years of retrospective: the closer to the user, the more users recognize

Wen | No rust bowl

"Life is gradually returning to the right track, but many things have changed." In a tiger smelling article, the author summarized the past half 2022 in the past. The "V" type trajectory of the epidemic and falling epidemic, judging, controversial, belief, and doubts about the messyness. No one can easily predict the future. All the dreams of looking for Black Cloud and Phnom Penh are eventually condensed into a sentence in the environment of the environment. : "Mobility to the times."

"Running to the trend and running to users", this seems to be the simplest rules in business history, but time proves its effectiveness. In the past 11 years, the e -commerce ceremony represented by 618 just verified this unrelated law.

In the eleven years of "618", what kind of company can continue to lead?

"Don't be red and June, you must highlight the theme of 618."

When the time returned to 2014, when Xu Lei, known as the "father of 618", proposed this reform, people may not expect that 618, which originated from Jingdong Store, will become a shopping carnival of the whole people. This is lively. Extraordinary consumption symbols witnessed the butterfly changes of Chinese consumption expansion and Chinese brands.

Since then, 618 has changed from the former promotional festival to become the brand's "arena". From JD.com's home to major e -commerce platforms, with the rise of live e -commerce companies, e -commerce giants are on The competition raised the threshold of the GMV war report and snatched the traffic dividend brought by the consumer carnival.

The brand butterfly changed from this, and the segmentation of the consumer market has also emerged in the 618 sales list.

On the other side, in addition to the brand, the Chinese shopping cart is also constantly changing with the corner of the promotion. From the enthusiastic low -cost chop party to the carefully selected rational faction, the fancy gameplay and low -cost discounts of e -commerce platforms have been unable to evoke the impulsive consumption. The new trend is that the Chinese people's 618 is increasingly valuable to pay.

"Baidu × Jingdong 618 Consumption Trends Insight Report" shows that during the 618 period, this session of consumers is more rational, and the search focus is quite consistent with the final purchase. It can be said that the eleven years of 618 have witnessed the wave of China's consumption upgrade, and the indisputable facts of "the development potential and fundamentals of the Chinese market are still stable".

From the micro perspective, whether it is the new consumer brand Yongzheng, the banana, the Anta, Li Ning of the national tide, or the Haier Zhijia in the smart home field. A intuitive phenomenon is that the "intimate connection" above consumption with users is increasingly becoming the key to the brand to win the future.

As Xu Meng, vice president of Haier Zhi's family and general manager of China: "Whoever is close to the user is the first choice of users."

If the market competition is compared to a long marathon, those brands that can win in this big test have always been innovating around users and accelerating "running" to users.

Hugging the trend, how the brand "walks with users"

In a sense, this may also be the key to Herchi's family's 618 years of leading.

As of 24:00 on June 18, Haier Zhi's family lived up to expectations, and once again won the industry's head plan. The war report showed that Haier Zhi's family increased by 23%, of which Casa Di increased by 29.4%, the Leader increased by 21%, and the refrigerator was obtained. Washing machines, water heaters, cold cabinets and other categories are the first in the entire network.

Behind a string of high -growth data is the keen insight of Haier Zhi's "artillery" of the front line.

"Let those who can hear the sound of artillery make decisions." For many years within Huawei, a classic organizational management concept has been circulating. The "artillery" here does not refer to the fierce competition between brands, but the needs of front -line markets and consumers.

In a sense, this concept also coincides with the thought of Haier Zhi's family.

Earlier, the prevailing price war in the industry had caused business logic to fall into a cycle of death. A large number of merchants have continuously replicated the model of "compression cost-increased marketing-low-cost clearance", which led to the value innovation in society and turned into an empty unmanned field. When a small cost, low price, and heavy marketing became the mainstream killing device, Haier Zhi's family did not prepare a "bullet" in this battle. Instead, it won greater reputation with experience value, service value, and technological value.

Obviously, he stood on the side of the "value war".

Compared to studying the "inner volume military method", Haier Zhi's family has always been "walking with users", because user needs are the trend of the times. By constructing a continuous and effective innovation mechanism, in order to welcome the industry's trend innovation, iterates market demand conversion The continuous "kinetic energy". In other words, Haier Zhi's family is not a decision to accompany him, but with the help of insights on consumer trends and the construction of an innovative mechanism. Before the war of 618, the "word of mouth victory" has been achieved before the war.

At the same time, this is also due to the strong technological strength of an enterprise on the digital platform. For a long time, between the capture and feedback of the front -end user needs of the smart home industry, and the back -end production seems to have an invisible wall. The lack of Unicom mechanism allows the manufacturing terminal to "build a car behind closed doors" for most of the time. It is impossible to understand the pain points of the market, and it is difficult to bring users a product experience of a full life cycle.

On this basis, the digital platform of Haier Zhijia is one step in place. It is aimed at the opening of the entire process of enterprise product data and the opening of the user's entire process behavior data to achieve direct corporate capabilities and user needs.

Relying on this "black technology", Haier Zhi's family can not only find users high efficiency and accurately, but also achieve a closed loop from finding users, persuasion to users, and retaining users. The distance, so that the entire supply chain is activated and the efficiency can be improved quickly. It can be said that it is this infrastructure in the field of "digital technology" that not only gives Haier Zhi's unique innovation momentum, but also allows this brand to realize the possibility of "effective innovation" around the real needs of users.

Construct "effective innovation" to make changes happen around

Today, innovation is no longer a secret. Since the dying of the "King of the Old Times", such as Kodak, Nokia, Motorola, etc., "embracing the trend and active innovation" has become the law of worship of all walks of life. However, it is easy to be busy for innovation, but it is not easy to really bring intuitive experience changes to users.

Ren Zhengfei once in front of the R & D department of Huawei mobile phones, and scolded these "invalid innovations": "The system is updated once, and the location of the application has changed. Such innovation is not only meaningless, but also inherited."

The uniqueness of Haier Zhi's innovation is that all direct changes happened to consumers.

Today, when you walk into the super living room of Haier Zhi's house, what you can feel is a "comfortable oxygen bar" of the whole house air temperature, constant humidity, and constant net. Where you can't feel Feng Duqingyi was comfortable, and the research and development team of Haier Air Conditioning paid 411 purification technology patents, 230 new wind technology patents, and 224 humidified technology patents.

Entering the balcony, what you can appreciate is the advent of the era of wisdom and health scenes. Young people don't have to have a headache for "how to wash". The washing function automatically identifies the fabrics and brands of the washing, and automatically chooses the washing mode.

Focusing on the axis of the "home", the change of Haier Zhi's family is in the most intuitive way in the experience of the smart family. After a long innovation and change, today, Haier Zhijia can give precise control and exquisite satisfaction on the needs of clothing, food, housing and entertainment in any family.

Relying on the change of experience and gameplay, Haier Zhijia allows every change around the user, so that every inch of innovation can be loud. Today, what you can see is a "future smart life" with a high degree of high -end brands, accuracy of scene brands, and ecological brands. What you can feel is a Heier family who is from animation to variety shows, from the elder brother who is worshiped to the running brothers, and a Herchi family who is close to users at the image side and finds emotional resonance.

Looking back on the 618's tired war report, the market is competitive and changes through layers. This may be the key to the Herzhi family who really occupy the inner heart of consumers.

In the American business strategy master, Ai Lis, the father of "positioning theory", wrote in the book "Brand 22 Law": "The place where the brand is really moving is not changing, but in the core of those changes. "

For Haierzer's family, this core is not anything else, it is the core of their care and devotion to users. As Xu Meng said: "The core of Haier Zhi's family is not a game, but to create value for users ... We believe that as long as users like satisfaction, the growth space of enterprises will definitely exist."

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