A few days ago, Dyson released the new Cyclone V10 series of cordless vacuum cleaners in China.
The two products released this time are still very "expensive", 4990 yuan and 4490 yuan respectively. As a small home appliance, the price is really not cheap. I searched for cordless vacuum cleaners in Jingdong Mall and found that although the price of many high-end products is also high, the Dyson brand is 1,000 to 1000 higher than most, especially domestic brands. 2000 range.
In fact, "high price" has become the label of all Dyson's series of products: sweeping robots priced at 6,000 yuan, electric fans priced at 4,000 yuan, hair dryers priced at 3,000 yuan... Dyson, priced significantly higher than similar high-end products, is constantly Refreshing consumers' understanding of the price of small household appliances.
You must know that when Dyson entered China with a vacuum cleaner priced above 3,000 yuan in 2013, the average price of high-end vacuum cleaners in China was less than 1,000 yuan. As of the end of 2016, Dyson vacuum cleaners have occupied the largest sales in China's offline vacuum cleaner market. share.
So the question is, it is also a cordless vacuum cleaner, why does Dyson V10 dare to sell 4990? Crucially, why are so many people paying for Dyson's products?
Why does Dyson V10 dare to sell 4990?
Compared with the previous generation of products, the V10 released this time is not only a performance upgrade, but also a new iteration of Dyson's handheld vacuum cleaner products. Specifically:
First of all, it is the digital motor with the world's leading technology, which is also the main reason for the high price of Dyson products. The new Dyson V10 digital motor uses special ceramic bearings with a speed of up to 125,000 rpm. At the same time, the dust collector is rotated 90 degrees in the design. This design changes the air duct structure, making the motor, cyclone group and collector. The dust tube is in a straight line, and with the latest digital motor, the final suction power is increased by 13% compared with the previous generation product, and the noise problem of the vacuum cleaner is greatly reduced.
At the press conference, Dyson also set up two experience sessions. First, the new Dyson V10 can suck up a water column with a diameter of about 10cm and a height of about one meter. Second, it can be separated by a distance of about half a meter in a relatively closed space. Vacuum up the particles in the container.
Second, it reduces the weight and makes it easier to use. Compared with the previous generation, the volume and weight of the new Dyson V10 digital motor is almost half of that of its predecessor, the V8 digital motor. This is because the material used in the V10 vacuum cleaner’s motor has been changed from steel to ceramic, not only The lifespan of the vacuum cleaner is greatly improved, and the volume of the V10 vacuum cleaner is made smaller and lighter, while the traditional motor generally weighs about 800 grams.
Finally, the battery life is improved. The battery life problem is undoubtedly the biggest slot of all wireless vacuum cleaners. The new Dyson V10 uses a newly developed seven-cell high-energy lithium battery pack, which brings 60 minutes of high battery life to the machine, an increase of 20 minutes of battery life compared to the previous generation. Time, the cleaning area has also reached 388 square meters of ground space, which is completely enough for ordinary families.
In addition, the gear has changed from two to three, the way the switch is turned on... Many design details are reflected on the V10.
It is worth mentioning that the new Dyson V10 digital motor also has a "black technology". According to Jake Dyson, the son of James Dyson, the founder of Dyson Industries and director of Dyson R&D, Dyson The V10 digital motor adjusts intelligently and continuously to maintain optimal performance: it senses its own altitude, air pressure, temperature, and even calculates the weather.
Not only that, it can use this information to make fine adjustments to provide constant performance at different air pressures. It maintains the same high performance whether you are in a high-altitude city like Kunming or a low-lying city like Xiamen.
There is no doubt that the Dyson V10 is the best vacuum cleaner Dyson has ever produced and experienced.
Low price or high quality?
In recent years, Dyson's home appliances have swept the world, and have even been hailed as the "Apple" of the home appliance industry by the industry. Whether it is quality, performance, appearance, etc., Dyson home appliances are at the forefront of the industry, but the price of dozens of times the same product makes ordinary consumers sigh and sigh.
Despite this, Dyson appliances are still favored by consumers. In fact, judging from the TOP 1 sales volume on the Jingdong platform during the Double Eleven last year, Dyson's revenue in 2017 is still far ahead of similar products.
At this point, I believe many people will have questions: Dyson products are so expensive, why are they still so popular? The reasons can be observed from two aspects:
First, in terms of product performance, Dyson's vacuum cleaners have always used the industry's most advanced technology. In fact, Dyson has been pursuing innovation in product technology. It took up to 8 years to break through the 160-year-old motor technology commonly used in vacuum cleaners on the market, and create a portable and powerful digital motor equipped with "black technology".
"Black technology" can be confusing, but it's the only truth to test a product if it works. For example, the speed of ordinary motors is generally 25,000 times per minute and the power is 150W, while the speed of Dyson motors is as high as 125,000 times per minute and the power is 290W. These technical differences fall into the actual use effect of the product, which is a world of difference. .
Second, in terms of consumer psychology, the essence of Dyson's high prices is to pay for "extreme experience" and "light luxury attributes". The former belongs to use utility, while the latter comes from psychological utility. The consumption upgrade we often talk about is on the surface buying better things, but in fact it is satisfying our deeper psychological needs.
When people consume, they value not only their actual utility, but also whether they are purchasing goods and services that conform to their identity labels. The value and concept of the Dyson brand has long been given to its products, and consumers also need a brand like Dyson to show their consumer taste.
From this point of view, the 4990 yuan Dyson vacuum cleaner sells not only products with excellent performance, but also consumers' recognition of their own identity value. Do you think it is worth it?
Shen Yao's Science and Technology Observation was founded by Shen Yao (WeChat: shenyao) , a cross-border technology media person . He has 15 years of media work experience and has experience in self-driving on 100,000 kilometers of highways in China and the United States. Column, dedicated to the observation and thinking of the technology industry, here to understand the technology industry, know the trend, and win the future!