From price to spell design

The term "unprecedented" was used to describe the fierce competition in the home appliance industry last year. It is not an exaggeration to say that the 29-inch flat-screen color TV in the price war is 2,000 yuan. At the end of the year, household appliances companies reported losses and reported meager profits, which sounded normal. In the household electrical appliance industry, TCL reported a sales revenue of 21.1 billion yuan, an increase of nearly 20%, and a large profit of 710 million yuan. It is such a bizarre feeling that the wind blows against the wind. Where does TCL hold a "golden doll"?
"Golden Doll" is a cell phone. Last year, TCL color TV sales increased only 5%, the price war is also lost hard without making money; mobile phone sales reached 1.3 million, an increase of 478%, profits up to 300 million yuan. To say that color TV, the domestic level and foreign companies still have a fight; and talking about mobile phones, from the Nokia, Motorola, the bowling of multinational giants easier said than done. In terms of product function and technology content, it is definitely a fight. The key to the success of TCL lies in seeking new ideas in industrial design, and on the basis of continuously increasing research and development, several models are introduced that meet the Chinese aesthetic psychology and appreciation habits. The new product, in the words of experts, has reached the "unity of oriental taste and modernization." It is said that when a bejeweled “gem” cell phone was launched, some places even sold out. This is the charm of industrial design innovation.
In the past few years, the home appliance business had a bright future. It had the power of technological innovation and benefited from the power of design innovation. TCL has introduced a “variety of stars” television with a replaceable panel that has earned a lot of money; Konka’s 14-inch “small colorful paintings” inspired by Apple Computer has been profitable with colorful colors and avant-garde styling. More than 21 inches color TV. But in general, the understanding of the importance of industrial design in China's enterprises is still not enough. Beijing Industrial Design Promotion Association and Beijing Technology Innovation and Productivity Promotion Center analyzed a large number of cases and reached a conclusion: In high-tech industries, science and technology are the first competition, and product industrial design is the second competition. When companies generally have mastered the technology, there is fierce competition with design and brand with deep market colors. Sometimes some foreign stuff is not necessarily much better than home-made performance, and it is often the beautiful and smooth style that makes people feel guilty.
The mainstream consumer groups nowadays can say that they have a considerable quality of life. They have shifted from "satisfaction with quantity" to the pursuit of "quality satisfaction" or even "emotional satisfaction". The problem of low level of industrial product design has affected people's desire for consumption. . Therefore, product design must not be taken lightly. It can even be said that you can't be overemphasized. If TCL's contrarian growth last year is not enough to illustrate this point, then one example may be cited here: Hitachi, Japan, made a statistics. For every 100 billion Yen increase in sales revenue of the company, industrial design accounted for 51 %, while the role of equipment transformation only accounted for 12%.
Entrepreneurs, as soon as possible from the fight price to fight design. (From "People's Daily" Xiao Fei)