新消费时代，康佳如何重构家电消费逻辑？

Core Insights - The home appliance industry in China has transitioned from a growth phase to a saturation phase, with over 3 billion units in major categories and each household owning more than 100 units of air conditioners, refrigerators, and televisions [1] - Consumer demand is shifting towards multi-dimensional needs, favoring smart, green, and scenario-based solutions, leading to a rise in bundled and scenario-based sales strategies among appliance companies [1] Group 1: Market Trends - The home appliance market has entered a saturation phase, indicating a shift in consumer purchasing behavior from single products to integrated solutions [1] - The rise of rational consumption has diversified consumer needs, making scenario-based and intelligent products more appealing [1] Group 2: Company Strategies - Konka Group has initiated a marketing campaign that integrates black and white appliances to break traditional category boundaries and explore growth in the saturated market [3] - The company restructured the value chain by combining products like televisions and refrigerators into a scenario-based product matrix, utilizing various marketing strategies to enhance user engagement and attract new consumers [3][5] Group 3: Consumer Behavior - Traditional marketing has often segmented consumers into isolated categories, but Konka's approach aims to break these psychological barriers by showcasing the synergy between black and white appliances [4] - By creating real-life scenarios during product demonstrations, consumers are encouraged to perceive themselves as "smart life builders," activating their latent composite needs [4] Group 4: Operational Efficiency - The integration of black and white appliances allows for significant reductions in customer acquisition costs and enhances marketing precision through shared customer bases [5] - Bundled sales strategies, such as tiered discounts and promotional offers, leverage government subsidies to stimulate demand and encourage consumers to purchase multiple products [7] Group 5: Long-term Implications - The "old-for-new" subsidy policy has significantly boosted sales, with over 62 million units sold, generating nearly 270 billion yuan in consumption [9] - Konka's strategy illustrates that breaking into the saturated market requires a focus on consumer lifestyle redefinition rather than mere technical innovations [10]