How much does a small hair dryer cost?
It is understood that the price of hair dryers ranges from tens of yuan to hundreds of yuan, and thousands of yuan will inevitably be more luxurious. In the market, hair dryers are generally imported or domestically produced. The price is often tens of thousands or even thousands of yuan, which is really difficult for ordinary consumers to accept. As a result, the hair dryer industry has been in a slump. But the British brand Dyson sells for about 10 times more on the market, up to $3,000, which is not a small amount for anyone.
But at the same time, the sales volume of its "double killing" similar products ranked in the top three in the Jingdong Mall. In the global market, the brand "Dyson" has long been a household name, and it has also performed well in the Chinese market. What products and services does Dyson bring to the Chinese market? In 2019, Dyson's annual sales in China were about 10 billion yuan.
A few years ago, in the face of Dyson's "hegemony", many domestic brands could only watch Dyson make money from their own people. Now Dyson is taking the lead on a global scale. In the European and American markets, Dyson has almost monopolized all the market share of high-end products. In the Chinese market, Dyson is in a relatively weak position. Where should Chinese companies go? But in recent years, some Chinese companies have banded together to challenge Dyson's seemingly unshakable throne.
From imitation to catching up to innovation, how many steps does China's small home appliance manufacturing industry have?
What is the superiority of the "opponent" Dyson?
Dyson is a British electrical company founded in 1991, and in addition to hair dryers and vacuum cleaners, Dyson also produces a variety of small appliances, including hand dryers.
Specifically, Dyson's products are getting more expensive, but more and more people are buying and envying the same competition. In this era, Dyson's success allows us to see the charm of a brand: it is not only a company, but also a lifestyle and attitude to life, a culture. It's Dyson. Its founder, James Dyson, once became Britain's richest man with a personal fortune of £3 billion.
Speaking of why Dyson's reputation is so good, it has to be mentioned that Dyson's core "digital motor" technology: the motor is as important to the hair dryer and vacuum cleaner as the engine is to the car. Over the past 10 years, motors have become one of the must-have appliances for many homes. Not only can it help people solve some daily problems, but it can also bring a lot of unexpected benefits. How do motors work? It determines the wind speed, longevity and noise of small home appliances, which is often the most concerned issue for consumers.
When Dyson's motor speed reaches 100,000 rpm, most brands of motor speeds are maintained at 25,000 rpm, and when Dyson's motor speed reaches 100,000 rpm, Dyson's motor speed reaches 125,000 rpm/ hour.
Since the first generation, Dyson has had more than 1,000,000 digital motor patents worldwide, which means that other companies will either have to buy technology patents from Dyson or spend years developing them on their own. However, with its unique spirit of innovation and keen insight into the needs of users, Dyson provides a different development path for many manufacturers. Today, Dyson's digital motors are among the world's largest technology providers. This allows Dyson to remain on top of a mountain that is "always imitated and never surpassed."
Not only that, but give me another example of a vacuum cleaner. Most of the current vacuum cleaners are household use, but can you imagine? Its role is not limited to vacuuming, but can be used to clean up all kinds of garbage in the room! This kind of vacuum cleaner is a member of the vacuum cleaner family - vacuum cleaner brush. The history of vacuum cleaner brushes dates back to the beginning of the last century. A few years ago, vacuum cleaners were common in factories and were rarely used as household appliances.
Since this machine needs to install a thick dust removal "pocket" and a high-power engine, its overall size is relatively large, and it is not wireless, which makes it very inconvenient to use at home.
At the time, no one asked this question because no one had ever seen a better vacuum cleaner. Now, vacuum cleaners have become a must-have household appliance for many families, which brings convenience and enjoyment to people. Vacuum cleaners will produce a large amount of dust during use, and if they are not cleaned up in time, they will cause serious pollution to the environment and even threaten human health. But the old founder Dyson Sr. found some ideas to get rich, and he thought he could develop a vacuum cleaner that could not only be used at home and tap potential customers, but also improve the defects of existing vacuum cleaners and make them more efficient.
Having said all that, Dyson took apart a vacuum cleaner and made a cyclone device out of cardboard and tape, which was rough and hurried, but it worked as Dyson wanted.
Founder of the Dyson brand: James Dyson
Dyson spent another 4 years perfecting it, and finally found a product that he was satisfied with and promoted after destroying more than 5,000 prototypes.
At first, people were dismissive of this "novel" vacuum cleaner, but when the first people used it, they found it to be very easy to use, the reputation of the bagless vacuum cleaner spread one after another, and Dyson's reputation spread with more and more people buying it, even if it was expensive.
This story explains why Dyson succeeded:
The front line is on the existing track, so even if it's expensive, there's always a middle-class audience and more.
An innovative mindset can discover new tracks early, compete for patent rights, and create insurmountable "technical barriers."
If the core of manufacturing is imitation, catch-up and innovation, then Dyson Jugnaut is undoubtedly in its final stages.
How to break through China's small home appliance manufacturing?
But is Dyson really invincible? What problems and difficulties has Dyson encountered in the development of China? How do Dyson people see the world? Will Dyson be a myth? All of this requires us to seriously think about and study. Not exactly. Now, due to the sheer size of the Chinese market, several rising Chinese companies are catching up with Dyson, and even gradually catching up.
"Technical barriers"
The first is the chase. Lei Jun, founder of Xiaomi Technology, said: "I have been looking for a suitable partner, that is, to pursue the founder of Xiaomi. This is a major feature of the Xiaomi ecological chain plan, 8 years ago, Xiaomi gave up the "investment + incubation" rhetoric, invested heavily in cross-industry innovative companies, and now, the chase has become one of xiaomi's achievements.
About four years ago, the tech industry, similar to Dyson, focused on smart, clean appliances. However, there are not many products that can really enter the market in the domestic market. According to incomplete statistics, there are currently only 6 small household appliances with independent intellectual property rights in the Chinese market, while only 2-3 manufacturers in China produce them. Vacuum cleaners, sweeping robots, hair dryers, etc. are all areas where foreign brands have a strong "monopoly" in China.
Dreame
Yu Hao, founder and CEO of Chase Bank, graduated from Tsinghua University with a degree in aerospace, a seemingly unrelated major that provides a theoretical basis and enlightenment for the development of Yu Hao's "quadcopter". He believes that "only by making technology to the extreme can it be possible to achieve innovation in the true sense", and it is this focus that has made Yu Hao's understanding of the concept of "quadrotor". After graduation, he "started from scratch" and insisted on being a smart home appliance brand Chinese his own brand in the case of short supply in the domestic market.
If China is not short of entrepreneurs, but lacks technical talents, then Yu Hao is a rare talent with both. Since 2005, he has served as the deputy director and secretary general of the organizing committee of the China International Small and Medium Enterprise Expo (hereinafter referred to as "China SME Expo"), and concurrently served as the executive vice president of the China Enterprise Confederation. In his view, the success of the China Expo is inseparable from his contribution. He was also named one of Fortune Magazine's "40 Best Business Elites Under 40 in China".
Find the founder and CEO: Yu Hao
The direction of the team's efforts is also clear, choosing to start with the motor and start with the "heart" of the machine, rather than starting from the machine. And all this stems from Xiaomi's recognition and trust in a product developed by Xiaomi, the Dumbo vacuum cleaner. As one of the important members of the Xiaomi brand, Chaochao has been committed to bringing consumers a higher quality and humanized life experience. At the end of 2017, Tracing released the first local vacuum cleaner with the support of Xiaomi, and its performance quickly received unanimous praise from users and was snapped up in less than a week.
Last year, the vacuum cleaner motor speed of the hunted vacuum cleaner was 150,000 rpm, slightly higher than the Dyson rpm, and this year the 160,000-rpm wireless vacuum cleaner V16 was launched. At this year's Double Eleven, Epson attracted the attention of consumers with its excellent quality and strong strength, and achieved good sales performance. In the Tmall Mall on November 10th. After the launch of "Double Eleven", sales soon exceeded $40 million.
Although Dyson's reputation in China for many years has not been ideal, the success he has pursued proves the viability, excellence and ability of Chinese brands to win national praise.
In addition to chasing, domestic brands such as Leifenjing's official website, Kangfu, and Feike are not willing to show weakness, and chase together to form a "encirclement and suppression" "Dyson trend."
These domestic brands compete for market share in China, mainly relying on two advantages: Dyson's 25%-50% price, Dyson's 80%-90% performance, with better cost performance to win more domestic reputation. However, this does not mean that Dyson can become the absolute king of the Chinese market. In the minds of Chinese consumers, Dyson is the real "king".Why can Dyson achieve such results? After all, no matter how good a product is, the price is not low.
Leifen hair dryer
In addition, Chinese are more aware of Chinese and more likely to localize. That's why we have so many Chinese companies successfully going global? Why are many companies successful abroad? This is inseparable from the construction of corporate culture. An excellent enterprise must have a unique corporate culture. To take a simple example: in the hair dryer market, the hair of Chinese is slightly different from that of foreigners, Chinese hair is usually thick and straight, with surprising toughness, while the hair of foreigners tends to be lighter and softer.
As a foreign brand, Dyson's market research sample is also dominated by foreign people, so the wind speed, temperature, etc. may not be suitable for all domestic users, but because Dyson has formed a "brand belief", many people will still subconsciously buy. For domestic consumers, Dyson is still more of an international brand, but it is much cheaper than international brands in terms of price. In addition, Dyson also has its own unique design style. These give it a big advantage. Therefore, doing a good job in localization and creating a reputation is also a place where domestic brands have to make a lot of efforts.
Made in China, still to go?
However, while Chinese brands have risen, they have not yet fully reached the level of hype, and as mentioned above, the manufacturing industry of Chinese brands has three stages: imitation, catch-up and innovation.
After calculation, most of the domestic production is still in the first stage, and it will take a while to quietly develop into an internationally renowned brand if it wants to catch up with the threshold of the second phase of the third phase of the plan.
The achievements we have made so far can only be described as "standing on the shoulders of giants", but domestic entrepreneurs are not discouraged, but take the powerful foreign enterprises as a reference target and surpass competitors. At the same time as China's economy is developing at a high speed, Chinese enterprises are also facing great challenges. If Chinese enterprises want to survive and develop, they must start from themselves, not learn from foreign experiences. Integrate resources on a global scale. In the face of these problems, Chinese manufacturing has a lot of pressure to bear, but who says this will not give us the greatest motivation?
We also need to cut through thorns, maybe we can "break through" among Chinese entrepreneurs, and provide support and respect for excellent domestic products!