HC Home Appliances February 16th Original: Melita has launched a limited edition coffee machine of the Melita HighRes series. The biggest feature of this coffee machine is that it can adjust the color of the coffee. Even the same coffee powder can be adjusted. Change the taste. As far as the coffee machine itself is concerned, there is actually no special function worth mentioning. Even if the function of adjusting the taste does not make the coffee machine appear special, just add the word "limited", the original ordinary coffee machine will appear Valuable.
The concept of limited quantity should be introduced firstly by luxury goods. In order to maximize the consciousness value of a certain product, manufacturers usually make full use of the desire of consumers when they are in short supply, thus artificially letting products appreciate. This practice has been widely used. Applying to a variety of consumer goods, gradually lost the "limited" meaning of luxury goods, and become a chicken rib, but for home appliances, "limited" is full of freshness.
Customization is the same as the limit, first of all, the concept introduced by luxury goods. The concept of customization should start from high fashion. The upper class in Europe and America should cooperate with famous designers in order to distinguish themselves from others and highlight their own personality. Personalized products such as dresses and accessories, especially for haute couture dresses, are still the symbol of the identity of the upper class. The concept of customization was subsequently introduced into various consumer products, and the home appliance industry was among them.
A series of customized and limited sports seems to put home appliances into another development track. Different from simple high-end home appliances that rely on advanced technology and higher prices, we define this product as a luxury element as Luxury. The same as luxury goods in the conventional sense, these home appliances have joined many consumer elements for the upper class. Unlike conventional luxury goods, the luxury of home appliances is clearly on the road.
The status quo: the beginning of luxury has not yet formed
Compared with the limited edition, customization is used more in home appliances, and the most prominent one is the custom refrigerator. A company has launched a series of custom refrigerators with different national flags as the refrigerator door decoration pattern during the World Cup. Consumers can I like to contact the relevant manufacturers and change the refrigerator door, but in addition, this series of refrigerators has no other special features, which highlights a problem: the current custom-made home appliances are only flowing On the surface, there is no deeper customization meaning. More often, such customized products are only suitable for the use of "customized" gimmicks.
First of all, unlike ordinary high-end home appliances, most of these home appliances that are labeled with luxury labels define their selling points in the profound cultural meaning of concepts and concepts. For luxury goods, such consumption is much higher than products. The practical value of itself, which is one of the reasons why luxury goods are not criticized by consumers, but this law is placed in home appliances, but it has not been the same.
From the above example, we can see that the customization concept of home appliances has only been a simple concept. Whether it is a custom refrigerator that can be changed doors or a limited-edition coffee machine, it simply borrows the concept of luxury goods. The profound cultural implications are not much reflected. Compared with conventional luxury goods, these customized products have not changed much, not to mention the fact that their group as a customized product has a small cultural significance but far-reaching consumption. Concept.
Second, luxury home appliances do not really highlight the "luxury" taste. So far, custom or limited-sized home appliances that can be equated with luxury goods have not been able to integrate the taste culture of luxury goods into products. Compared with the luxury culture that has become a self-contained, custom or limited home appliances. Products are more like the volatility between ordinary high-end products and junior luxury goods, which makes the current custom or limited home appliances look very embarrassing.
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