洗地机巨头集体跨界“出走”

Core Viewpoint - The article discusses the trend of cleaning appliance companies diversifying into new sectors such as automotive and drones due to stagnation in their primary markets, highlighting the necessity for these companies to create new narratives to attract capital and sustain growth [5][10][22]. Market Dynamics - The cleaning appliance market, particularly the floor washing machine segment, has seen explosive growth from 100 million yuan in 2019 to 14.1 billion yuan in 2024, with a compound annual growth rate of approximately 192%. However, this growth has plateaued, leading to a shift towards price competition [9]. - The average selling price of washing machines has decreased from 2,800 yuan in 2019 to 2,126 yuan in 2024, indicating a market that is increasingly competitive and price-sensitive [9]. - The number of brands in the online washing machine market has reduced from 130 to 112, with the top five brands now holding an 80.8% market share, reflecting a consolidation trend and the challenges faced by smaller brands [9]. Cross-Industry Expansion - Companies are motivated to extend their capabilities into new fields as a response to industry growth slowdowns and intensified competition. They leverage existing technologies, such as environmental sensing and motion control, to enter adjacent markets like drones and smart cooking appliances [13][15]. - Two distinct paths for cross-industry expansion are identified: "technology extension," which has a higher success rate, and "ecological adventure," which involves entering more complex and capital-intensive sectors [15]. Challenges of Cross-Industry Ventures - The transition from cleaning appliances to sectors like drones and automotive is fraught with challenges, including significant differences in product logic and user perception [17]. - Companies face three core challenges: the gap between technical capabilities and industry-specific requirements, the need for substantial capital and policy support for long-term competition, and the difficulty of shifting consumer perceptions towards new product categories [19][20]. Conclusion - The article concludes that the pressure from market stagnation and the need for new narratives are driving companies to explore cross-industry opportunities. However, success hinges on their ability to create genuine value in new markets rather than merely pursuing expansion for capital's sake [22].