Research On The Profit Model Of Home Appliance Enterprises Based On The Perspective Of Value Chain

As one of the most competitive areas in China,home appliances industry is also one of the most directly affected by the environment.In 2017,the year-on-year growth of home appliances was nearly 20%,while in 2018,the year-on-year growth was only 1.9%.By 2018,the high-speed growth stage of home appliance market has officially ended.Traditional home appliance enterprises mainly sell products,and the single source of income has become the development dilemma of home appliance industry.The space to obtain scale profits through scale manufacturing has been constantly compressed,and homogenization competition has further eroded the profits of enterprises.Therefore,it is the common aspiration of home appliance industry to seek the adjustment and change of profit model.With the continuous improvement of household appliances,household appliances gradually extend from a functional product with rigid demand to household appliances with improved quality of life.Quality upgrading and consumption structure adjustment have become a new growth space.Driven by technological innovation,products are gradually upgrading to intelligent,high-end,energy-saving and environmental protection.Consumers also pay more attention to product experience and services provided on the basis of qualified home appliance products.Therefore,it becomes the new development concept of home appliance enterprises based on the user demand,and the construction of intelligent manufacturing and home appliance ecology becomes the new development direction of home appliance industry.This paper analyzes the path and results of the transformation of case enterprises from traditional household electrical appliances manufacturing enterprises to Internet of things ecological enterprises,in order to provide experience reference for the transformation of traditional household electrical appliances enterprises,and then drive the transformation and upgrading of the industry.Starting from the household electrical appliances industry,this paper analyzes the influence of politics,economy,social and cultural environment and technology on the industry,summarizes the main profit model used in the industry at present,and then raises the development dilemma of the profit model.Secondly,based on the perspective of value chain,this paper uses case analysis to study Haier smart home,and then summarizes the structure of its profit model by identifying the change of enterprise income source.From the perspective of internal value chain,Haier smart home transforms the traditional serial production and marketing separation mass manufacturing mode into the circular mass customization mode,constructs the industrial Internet platform,puts the user end in front of the value chain,pays attention to research and development innovation,and realizes the backward extension of the value chain;from the perspective of external value chain,Haier smart home integrates the supply chain resources,connects the upstream and downstream of the industry,and realizes the ecology Revenue sharing,increasing marginal revenue.At the same time,the seven brands have coordinated development,advancing towards the high-end segment market while the global industrial layout.Through the research,it is found that the transformation of value chain has broadened the income channel and changed the profit model of Haier smart.Its revenue structure has changed from the original single household appliance sales revenue to household appliance sales revenue,industrial Internet platform revenue and ecological revenue.The increase of revenue channels has brought new profit points,and then its profit model can be summarized as "product + platform + ecology".Finally,this paper evaluates the profit model from three aspects: financial indicators,enterprise value and advantages and disadvantages of operation,and finds that the enterprise has a large investment in the early stage,but the current revenue trend is good.The layout of high-end market,platform and ecology has gradually entered the harvest period,and the product premium has become the user experience premium,which is conducive to highlighting the siege in the fierce competition in the household appliance industry.Due to the high cost input in the early stage,there are still problems in the enterprise,such as the lack of accounts receivable and inventory management,the high proportion of sales expenses,management expenses and financial expenses.Based on this,this paper puts forward three optimization countermeasures: expanding the proportion of online sales,continuing to promote mass customization and sinking the rural home appliance market.According to the promotion of Haier smart home's profit model,the paper puts forward suggestions for the transformation and upgrading of the household electrical appliances industry: To explore the market segmentation,explore new revenue sources and improve the layout of multi category household electrical appliances.Through the research of this paper,we hope to provide some reference for the traditional household electrical appliances enterprises seeking new profit model in the Internet era.