后疫情時代，華帝副總裁王操專訪：企業精準把握消費者需求變化

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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."

在產品方面，華帝股份始終堅持以用戶為中心的原則。王操指出：不同時期的消費者對產品的需求不一樣，因此產品必須與時代的發展同步”。王操以洗碗機的發展歷史作為生動的例子，指出十年前，消費者對洗碗機有著浪費水電、清潔不到位”等印象。但隨著家庭結構從大家庭向小家庭的轉變以及消費需求的變化，年輕消費者在裝修時，購買洗碗機的比例非常高。

華帝股份提出了三好產品”的品牌宣言，并堅持貫徹這一標準，即產品必須達到好用、好看、好清潔”的要求，不斷研發解決用戶問題，為用戶提供有差異化價值的產品。王操坦言：在流量碎片化、信息過載的時代，能夠簡單有效地解決消費者核心需求的產品才是最好的，越簡單越能觸達消費者的內心?！?/p>

在品牌方面，王操認為，在疫情后的時代，華帝的重點是如何使品牌更具年輕化。疫情導致許多營銷活動停滯不前，隨著疫情后時代的到來，華帝計劃盡快使品牌年輕化，給人一種時尚感?！?/p>

目前，華帝股份已經成為廚電行業的領軍企業，而當所有領頭企業發展到一定階段，都必然面臨品牌全球化的問題。在采訪中，王操坦言：華帝在海外市場擁有強大的基礎，但在接下來的兩三年內，公司仍然希望鞏固國內市場，打造具備核心競爭力的產品和技術，為未來進軍海外市場做好準備?！?/p>

也許正是由于公司對消費者需求的精準把握，華帝股份在疫情之后迅速恢復。根據8月30日公布的半年報，華帝股份的營業收入和凈利潤雙雙增長。2023年上半年，華帝股份實現了28.80億元的營業收入，同比增長了2.72%；實現了2.61億元的歸母凈利潤，同比增長了8.12%。