后疫情时代，华帝副总裁王操专访：企业精准把握消费者需求变化

The video cannot be played. Please upgrade your browser to the latest version.

（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."

在产品方面，华帝股份始终坚持以用户为中心的原则。王操指出：不同时期的消费者对产品的需求不一样，因此产品必须与时代的发展同步”。王操以洗碗机的发展历史作为生动的例子，指出十年前，消费者对洗碗机有着浪费水电、清洁不到位”等印象。但随着家庭结构从大家庭向小家庭的转变以及消费需求的变化，年轻消费者在装修时，购买洗碗机的比例非常高。

华帝股份提出了三好产品”的品牌宣言，并坚持贯彻这一标准，即产品必须达到好用、好看、好清洁”的要求，不断研发解决用户问题，为用户提供有差异化价值的产品。王操坦言：在流量碎片化、信息过载的时代，能够简单有效地解决消费者核心需求的产品才是最好的，越简单越能触达消费者的内心。”

在品牌方面，王操认为，在疫情后的时代，华帝的重点是如何使品牌更具年轻化。疫情导致许多营销活动停滞不前，随着疫情后时代的到来，华帝计划尽快使品牌年轻化，给人一种时尚感。”

目前，华帝股份已经成为厨电行业的领军企业，而当所有领头企业发展到一定阶段，都必然面临品牌全球化的问题。在采访中，王操坦言：华帝在海外市场拥有强大的基础，但在接下来的两三年内，公司仍然希望巩固国内市场，打造具备核心竞争力的产品和技术，为未来进军海外市场做好准备。”

也许正是由于公司对消费者需求的精准把握，华帝股份在疫情之后迅速恢复。根据8月30日公布的半年报，华帝股份的营业收入和净利润双双增长。2023年上半年，华帝股份实现了28.80亿元的营业收入，同比增长了2.72%；实现了2.61亿元的归母净利润，同比增长了8.12%。