Soft service into kitchen competition industry main battlefield

With the rapid development of technology, the competitiveness of home appliance companies is shifting from pre-sales, sales, and after-sales full-chain "soft services." Full-chain service has become a new value-added product for home appliances, especially kitchen appliances such as “three-point product and seven-point service”.

Service: Main Battlefield for Kitchen Appliances Competition

Kitchen, a place with “greasy greasy” broken silk; kitchen electric products, a group of appliances that go along with maintenance. As the technology becomes more and more sophisticated, the differences between the kitchen appliances and the hardware are getting smaller and smaller. The high quality of products is becoming a contest between companies in service.

People in the home appliance industry know the "King Kong Cup." This award, which was taken from "No diamond drilling, no porcelain work," was awarded by the Ministry of Human Resources and Social Security, China Employment Training Technical Guidance Center, the relevant department of the All-China Federation of Trade Unions, the Central Youth Department of the Communist Youth League, the China Chamber of Commerce, and Chinese household appliances. The National Appliance Service Occupational Skills Competition jointly sponsored by the Service Repair Association has so far lasted five times.

According to the competition organizing committee, in the 5th competition, there were more than 100 companies, nearly 10,000 teams, and more than 30,000 industry technical elites, covering most of the domestic and foreign home appliance manufacturers and distributors. Honored as China's most authoritative professional skills competition.

How can the service competition with appliance maintenance as the main content pay so much attention to the industry? Sun Ming-yang, the general manager of Midea Kitchen & TV Marketing Co., Ltd., who won the title of the fifth service model, pointed out the reasons for this: Only after-sales service, but as a value-added service.

People in the industry believe that with the changes in people’s consumption concepts and awareness of rights protection, when consumers purchase products, they not only pay attention to the brand and quality of products, but also pay more and more attention to the after-sales service of products. This has become the major brands Live an important way to win customers' word of mouth.

Service: Fresh points for value-added kitchen appliances

In the latest "King Kong Cup" final, Midea's kitchen appliances division passed the two major stages of corporate selection and national finals screening, as well as theoretical examinations, practical competitions, and question and answer sessions. They eventually competed in teams. The good results of the top three individuals and the top three individuals came out on top, becoming the industry's recognized service model.

Sun Mingyang believes that the highly competitive kitchen and electric industry is dependent on the after-sales installation and service maintenance, and has a high technical content. Therefore, it is required that the kitchen electric service personnel must have an enthusiastic service attitude, professional theoretical knowledge, and skilled Operating skills and rich practical experience, this is also an important reason for the success of the United States kitchen appliances.

Excellent after-sales service is the lifeblood of the brand economy, and the future kitchen power market will also be a competition for customer satisfaction. Whoever wins the favor of the customer will be able to obtain a lasting market share, who will always be in an invincible position in the market.

Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, said that the kitchen appliances in the United States have continuously improved the after-sales service system and improved the after-sales service quality. This has created real value for customers, and has further enhanced consumer electronics while enhancing the reputation of the kitchen appliances in the United States. The brand loyalty. It can be said that high-quality service has become a major “weapon” for the development of kitchen appliances in the United States and is a new point of value-added products.

Serve as a product

Midea’s kitchen appliances are a “dark horse” for the home appliance industry. Its rapid development has surprised the industry. Sun Mingyang believes that the "big service" strategy is an important reason for the rapid rise of the kitchen appliances in the United States.

Unlike many home appliance companies, Midea's kitchen appliances do not regard appliance service as a mere after-sales service, but rather as a value-added product to "produce" and "operate." It is understood that the United States has launched four major kitchen appliance value-added services initiatives: First, the official introduction of the hood, stove "free repair for ten years" service, and the industry's general warranty period of eight years; Second, the implementation of product quality problems unconditional return policy Commitment; Third, try out the 48-hour service standard for high-end products and some central cities.

At present, Midea’s technical service network has spread over all important prefecture-level cities, county-level cities, and even important townships in the country. The number of domestic professional and technical service outlets has reached more than 5,000, and there are spare parts warehouses in key cities, providing fast 24-hour pre-sales, Sales, after-sales service and technical support.

Insiders pointed out that after-sales service has become the cornerstone of business survival, just like product quality. Under the “ceiling” effect of technology research and development, the service industry has become a new value-added product, and there is still much room for expansion. In the future, kitchen electric products, in addition to the brand, than the technology, the focus of competition will be the entire chain of pre-sales, sales and after-sales service.