后疫情時(shí)代，華帝副總裁王操專訪：企業(yè)精準(zhǔn)把握消費(fèi)者需求變化

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（Video Source: China Finance Network Interview: Xing Nan Photography: Liu Jinch）

　　China Finance Network, September 7 (Reporter Xing Nan) At the recent 2023 Digital Ecology Conference hosted by Avo Cloud Network, Wang Cao, the Vice President of Hua Di Group, accepted an exclusive interview with China Finance Network and discussed how home appliance companies should "live by the water and grass" and accurately grasp the changes in consumer needs in the post-epidemic era.

　　Wang Cao, the Vice President of Hua Di Group, believes that the epidemic has had a significant impact on consumers' consumption habits and behaviors. He said: "The epidemic has made consumers become more 'lazy'. Consumers who are willing to compare three products before purchasing are rapidly decreasing, and people prefer one-stop shopping."

　　Therefore, Hua Di Group has made corresponding changes in channels, products, and brands to adapt to consumers. Wang Cao believes that home appliance companies should "live by the water and grass" and focus on users, keeping pace with the development of the times.

　　In terms of channels, Hua Di Group has undergone significant changes. The company insists on the integration of offline and online channels, actively embraces new retail channels and emerging models, and promotes the construction of a benign marketing ecosystem. Wang Cao said: "Previously, Hua Di's major distribution channels for kitchen appliances were brand specialty stores and appliance stores. After the epidemic, the channels have become fragmented, and sinking channels, home decoration companies, and brand alliances have developed rapidly. The company has invested more energy in these channels to seek market growth."

在產(chǎn)品方面，華帝股份始終堅(jiān)持以用戶為中心的原則。王操指出：不同時(shí)期的消費(fèi)者對(duì)產(chǎn)品的需求不一樣，因此產(chǎn)品必須與時(shí)代的發(fā)展同步”。王操以洗碗機(jī)的發(fā)展歷史作為生動(dòng)的例子，指出十年前，消費(fèi)者對(duì)洗碗機(jī)有著浪費(fèi)水電、清潔不到位”等印象。但隨著家庭結(jié)構(gòu)從大家庭向小家庭的轉(zhuǎn)變以及消費(fèi)需求的變化，年輕消費(fèi)者在裝修時(shí)，購(gòu)買洗碗機(jī)的比例非常高。

華帝股份提出了三好產(chǎn)品”的品牌宣言，并堅(jiān)持貫徹這一標(biāo)準(zhǔn)，即產(chǎn)品必須達(dá)到好用、好看、好清潔”的要求，不斷研發(fā)解決用戶問(wèn)題，為用戶提供有差異化價(jià)值的產(chǎn)品。王操坦言：在流量碎片化、信息過(guò)載的時(shí)代，能夠簡(jiǎn)單有效地解決消費(fèi)者核心需求的產(chǎn)品才是最好的，越簡(jiǎn)單越能觸達(dá)消費(fèi)者的內(nèi)心。”

在品牌方面，王操認(rèn)為，在疫情后的時(shí)代，華帝的重點(diǎn)是如何使品牌更具年輕化。疫情導(dǎo)致許多營(yíng)銷活動(dòng)停滯不前，隨著疫情后時(shí)代的到來(lái)，華帝計(jì)劃盡快使品牌年輕化，給人一種時(shí)尚感。”

目前，華帝股份已經(jīng)成為廚電行業(yè)的領(lǐng)軍企業(yè)，而當(dāng)所有領(lǐng)頭企業(yè)發(fā)展到一定階段，都必然面臨品牌全球化的問(wèn)題。在采訪中，王操坦言：華帝在海外市場(chǎng)擁有強(qiáng)大的基礎(chǔ)，但在接下來(lái)的兩三年內(nèi)，公司仍然希望鞏固國(guó)內(nèi)市場(chǎng)，打造具備核心競(jìng)爭(zhēng)力的產(chǎn)品和技術(shù)，為未來(lái)進(jìn)軍海外市場(chǎng)做好準(zhǔn)備?！?/p>

也許正是由于公司對(duì)消費(fèi)者需求的精準(zhǔn)把握，華帝股份在疫情之后迅速恢復(fù)。根據(jù)8月30日公布的半年報(bào)，華帝股份的營(yíng)業(yè)收入和凈利潤(rùn)雙雙增長(zhǎng)。2023年上半年，華帝股份實(shí)現(xiàn)了28.80億元的營(yíng)業(yè)收入，同比增長(zhǎng)了2.72%；實(shí)現(xiàn)了2.61億元的歸母凈利潤(rùn)，同比增長(zhǎng)了8.12%。