In fact, as early as 2014, China's manufacturing industry had already appeared a crisis: the tide of closures has continued to spread from the Pearl River Delta to the Yangtze River Delta, and a large number of manufacturing companies have closed down. The Chinese manufacturing industry is facing a grim situation.
China's manufacturing industry, which developed from the 1990s, has followed the example of European and American manufacturing companies after making use of cost advantages and a large market to earn the first pot of gold, trying to get rid of the development bottleneck of product homogenization and use the quality of consumers. And emotional appeals reshape the brand and realize the brand's premium again.
However, for a long time, China's manufacturing industry has been rampant in the low-end market. Whether it is Gree, Haier, or tens of thousands of labeled products, China's manufacturing industry has failed to achieve a breakthrough in the high-end market. The spirit of craftsmanship that is lacking in China’s manufacturing industry has caused China’s manufacturing industry to suffer from the image of cheap and low quality. Products labeled with “Made in China†are hard to pull brand premiums from the three aspects of demand and motivation cultivation, value and role modeling, and habit and sense of belonging.
At present, China's manufacturing industry is difficult to cope with the challenges of competition from low production cost countries, causing the outflow of low-end manufacturing industries; on the other hand, it is difficult to compete with European and American countries in high-end manufacturing. In the case of enemies, what is the real way out of China's manufacturing industry?
Must have "artisan spirit". China's manufacturing industry must first ensure its own craftsmanship. Craftsmen are not mechanically repetitive people on the assembly line, but workers who have a spirit of craftsmanship. Businesses that have lived in the world for more than 200 years are able to survive because they have the spirit of craftsmanship and continue to produce products that strive for excellence. With the innovative design concept and higher manufacturing standards of the Seiko Manufacturing representative, the world-famous Swiss watches are carefully polished on every part and on every process, and they strive for perfection before they can become famous and sell well all over the world.
Meet the customization challenge. In the crucial period of change in the consumer era, manufacturing companies must firmly grasp the mainstream of consumption in the market. The new generation of consumers has fallen into a customized life from the date of birth. The pursuit of freedom and individuality has made them more and more privileged. The personality and diversity of consumption has forced the current manufacturing companies. They have to make new adjustments in production methods and make concessions for consumers.
Niche brands become fine. While manufacturing enterprises are moving toward a customized production and business model, they must understand that their market segments are becoming smaller and the target market will never be a large-scale crowd. The minority brands are becoming more and more young generations. Consumers are sought after. The universal application of the mobile Internet has enabled manufacturers thousands of miles away to reach out to the general public, filter out community consumers with similar characteristics, develop personalized products, and run niche brands. Entering the consumer market with a niche brand not only ensures the stability of the manufacturer's customers, but also stops the competition mode of the manufacturer's price war, allowing China's manufacturing products to have more premium initiative.
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