How much influence does a brand complex/belief have on your purchase of home appliances?

[PConline talk] Before buying new home appliances, everyone has a lot of factors to consider, price, brand, word of mouth, appearance, etc. may all affect the final selection factors, and many consumers will be given priority in the purchase of home appliances brand The factors, after all, many people have the so-called brand complex / belief, and even some home appliance brand Logo symbolizes a kind of quality and brand height, then there is a brand complex / belief whether it affects your choice of home appliances?

What is a brand complex/faith?

The brand feelings/faith is more about the trust and loyalty that you have for certain brands over a long period of time. It is also a heartfelt recognition that before you buy any new home appliance products, the brand that you have in mind will always be You are given priority, even after many years, you still prefer to consider your favorite brand in the past, this is a brand complex or belief.

How does the brand complex/belief have less impact on what types of appliances to buy?

There are many kinds of household appliances, and when people buy home appliances, they must also weigh the importance of the brand according to different types of home appliances. For some “commonly seen” home appliances, the influence of brand complex/faith is undoubted Bigger, such as televisions and stereos placed in the living room, are not just household appliances that they will often “look” on. When relatives and friends come to their homes, they may also pay attention to “see” products. Everyone will pay more attention to brand influence. There are also many consumers who pay attention to the quality of their products. They will also pay attention to the choice of brands when they purchase home appliances that will be used for a long time.

For some “infrequently seen” products, most people have less influence on their own purchases before purchasing, such as kitchen hoods, water purifiers, bedroom electric mosquito killers, etc. .

Of course, there are a thousand Hamlets in the eyes of a thousand people. Everyone may have various considerations when purchasing home appliances. Each person's brand complexion is not the same. Many people say that people in China love face and cause many people to blindly pursue brand names. When buying home appliances, they only buy expensive ones, and I think that this situation is also a manifestation of a brand complex. After all, a successful brand will be able to There is a tall image in the mind of consumers, and people who do not care about the price cannot afford to buy a brand product with a reputation and low reputation.

Consumers have brand feelings/faith is also a kind of success for the company.

A consumer can be influenced by a brand before he has a brand complex. For example, many netizens still like to say "Sony Dafa is good" with a tone of jealousy and sincere tone. Nowadays, domestic brands of home appliances have developed rapidly. Some appeared in the minds of the people in those days. The situation of Japanese home appliance brands on tall is not so good, but there are still many people who think that they like high-end brands that year is trustworthy, or that those companies that have been very successful in shaping brand culture will have a few in the future. Ten years continue to impress consumers' capital.

SONY President Hirai Hirai

Even if some of the former big-brand home appliance companies may experience ups and downs in the future, people with brand complexities will still tend to maintain their own inner heart and move to buy products based on their own brand sentiment, rather than to purchase more cost-effective products. High emerging brands, this can be regarded as a success of the enterprise.

Having a brand complex is not the same as blindly pursuing a brand name.

To give a simple example, some of us can buy a product that meets our usage needs at a price of RMB 2,999 when we buy TV, but still many people would rather add more money to buy a foreign brand. At this time, some people think that this is a blind pursuit of brand-name performance, some people think that this is a long-term correct "investment." The author believes that the following are the main reasons that cause everyone to buy appliances would rather increase money to meet their own brand complex, rather than to choose a more cost-effective domestic brands.

1. Good brands may have a lot of historical accumulation and technology accumulation. Good product reputation is also accumulated in the past. These intangible and tangible wealth will naturally affect everyone to continue to purchase its products.

2, consumers can have a complex brand, consumers in the purchase of its products, naturally skipped to consider the product quality of this step, or that "big brand is trustworthy," this sentence is to describe this situation Now.

3. After years of development, the big brands have relatively complete pre-sales and after-sales networks, and their efforts in marketing and promotion are even greater. Consumers will be more appreciative of big brands, and they will be more convinced of the brand in their hearts. Now.

Why do some international major home appliances brands decline in these years?

In recent years, for home appliance brands, some Japanese brands have undoubtedly faltered in the domestic market, such as Hisense’s acquisition of Sharp’s Mexico factory, Sanyo’s exit from the historical stage, Panasonic’s abandonment of plasma TV business, and Sony’s losses in recent years. Domestic consumers' brand complexes will also be shaken. Why are these Japanese home appliance manufacturers with cutting-edge technologies showing a downward trend? The author also summarizes several reasons:

Who can think of Hisense's acquisition of Sharp America?

1. The domestic household appliance enterprises have been showing the trend of catching up with international advanced brands in technology. As time goes by, price wars, good marketing, and more people are willing to buy domestic brands. This shift, some once high-end home appliance brands rely on their own The brand feelings of consumers that have been cultivated in the past have been insufficient to allow companies to continue to be at the forefront of fierce competition.

2. A good technology does not mean that it can successfully occupy the market. Sharp has already launched an 8K resolution TV this year. In China, we may not even popularize 4K sources. Some high-end companies have “shown the technology” at home. Although it can make a lot of money, it is not suitable for the market demand at this stage and it still cannot allow the company to develop well. The other side of advanced technology brings about the high selling price of the products. Users with enough brand feelings and beliefs may not have the ability and determination to consume high-end, high-end products.

3. Although “Chinese goods are self-reliant” is a slogan, in the past few years, some domestic home appliance brands that are practical products will also accumulate many user groups with brand complexes, and domestic domestic appliance enterprises will face changes in the domestic market. At that time, there is generally a stronger ability to adapt. For example, the arrival of smart home appliances, many home appliance brands in the country began to invest in the development of their own smart home appliances system, and some international big names do not necessarily have such a rapid response strategy.

What about emerging brands that do not have so many consumer groups?

Today's home appliance market, no matter what kind of products, there are a lot of emerging brand products available for consumers to choose from, these emerging brands do not exist for the consumer brand complex, I believe that for these emerging brands First, it is necessary to do a good job of products, improve the pre-sale services, and then seek good marketing to promote products, it is possible to compete with a large brand that has cultivated a brand complex at home and abroad.

Editor's summary: brand complexes or brand beliefs do affect people’s choices when purchasing electricity. Of course, as time goes on, domestic brands and emerging brands will gradually develop. Companies that have previously cultivated user brand complexes We do not adjust our strategies based on the market conditions. We try to develop by relying on the brand feelings of consumer users, and it is very likely that we will lose our advantage. Do not know if there is a brand complex in everyone's mind? Is the brand complex really about you buying appliances? Does our domestic brand new product have enough attraction to shake your heart's complex and let you try to buy more young brand products?

Nano Flexible Glass

Guangzhou Ehang Electronic Co., Ltd. , https://www.ehangmobile.com