Appliance market value-added services war is "double-edged sword" – TV
As China's home appliance market
maturing, long-term price of war and the concept popular wave of war is waning, while the service war is heating up rapidly. As market competition would have an upgraded version?? Service competition, the crystallization of the market mature, market competition should be the lead from disorder to order, from lower to higher competition in important ways, but in order to attract the attention of consumers, many of the appliances competition from the services of a business, it will be racked their brains to compete for the services wearing the cloak of value-added and value-added, the wave of infinite value, the services into value-added services, value-added services will eventually become a double-edged sword .
A tide of home appliances market value-added services
Today's home appliances industry, due to fierce competition has become low-profit industry, after a price war and the concept of baptism after a long battle, household appliances enterprises are turning to service competition, the competition brought an added value service is the appliance industries have emerged.
Attentive to Golden this year before the flat-panel TV business through service to three packs of return momentum, value-added services play the war machine for repair for one year commitment, the main parts for repair for three years under the premise of the Free delivery, installation, design consulting, commissioning, maintenance, use of knowledge training as a value-added services, and thus attracted many eyes of consumers.
A well-known TV company, to popularize its new product, launched a deposit double the value-added initiatives. That the consumer down payment before the holidays, when the holidays come to buy, to double the deposit paid off against the purchase price. If you purchase a certain type of flat panel TV models, consumers Yujiao 300 yuan deposit, in the holidays come to realize the time of purchase, in addition to enjoy the product price holidays especially, a deposit of 300 yuan to 600 yuan into value-added, meaning that consumption 300 yuan more than those who get preferential treatment. Of course, consumers pay the deposit amount and the purchase price of the product-type models is limited. Such as 6,000 yuan a TV, the deposit of up to 300 yuan, 8,000 yuan TV 400 yuan, the highest deposit.
Also a well-known TV company, is the occasion of the May 1 Golden Week launched value-added services to card issuing activities, said during an event where the purchase of selected models of the consumer, can be subject to availability of value-added service cards, and to enjoy the display for repair four years of value-added services.
Air-conditioning in season, of course business is not to be outdone, have launched a content of different value-added services. Such as the introduction of a 24-hour shipping company, for 48 hours to install, free cleaning and so on. Such as extended time for repair, free of so-called value added services to provide after-sales service is too numerous to cite.
Home appliances manufacturing enterprises in the value-added services play the card, the retailer has not been idle, but find ways to move closer to the value-added services. Launch of a retail giant card services, said that in addition to the store card consumers can enjoy the points to purchase products and other special services, and enterprises can also be agreed in restaurants, pharmacy, fitness, and other places to enjoy discount.
Denied that the content varied, a wide range of value-added services to some extent, certainly brought benefits to consumers and convenience. However, due to excessive speculation and some enterprises such as cash discount behavior, but also to the seemingly glamorous cast a shadow over the value-added services.
Invisible, value-added services became the "emperor's new clothes"
's Investigation found that appliance manufacturers in wave after wave of speculation in the value-added services, many companies value-added content is only speculation of gimmicks, consumers are in fact very difficult to get service.
Such as flat-panel design companies enthusiastically participated in the free use of knowledge, training content, the surface looks like a value-added services for consumers, but rarely implement. Liu Fengtai District, Beijing Aunt consumers complained to reporters, said during her 51 this year purchased a flat screen TV. At that time sales staff that will be home for her design, installation, commissioning. And for the church to use and how to care for, but wait until the TV arrived at our home, the installer asked where the next place after the television began to Zaoqiang installation, and after installed, plug in power, connect the cable, release the sound picture, it that everything somehow, to her signature.
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