本案例由江南大学商学院的于海云副教授团队撰写，江南大学商学院案例中心研究员葛智杰全文改编，江南大学商学院案例中心研究员陈田田为责任编辑，作者拥有著作权中的署名权、修改权、改编权。

摘要：在21世纪的第二个十年里，随着房地产“黄金十年”结束，电梯的需求逐步放缓，由增量市场向存量市场转变。新纺欧迪诺面临着本土电梯企业数量增加、行业结构固化、创新不足、特检设备规范持续更新、原材料价格持续攀升、工人工资越来越高等问题，为摆脱现有管理困境，公司通过不断加大研发投入、提升服务质量、创新开发工具、加强供应链管理、加快树立品牌形象等方式深耕“老楼加装电梯”与电梯改造更新细分市场。同时，保证公司正常的研发投入，避免落入低价陷阱。本案例着重梳理了新纺欧迪诺在市场下沉时战略转型思路和系列举措，对于企业更新管理理念和进行转型升级有一定的借鉴意义。

关键词：电梯市场；市场转型；低价陷阱；细分市场

New Spinning Odino Elevator: The "Low Price Trap" Breakthrough Road under the Market Transformation

Abstract: In the second decade of the 21st century, with the end of the "golden decade" of real estate, the demand for elevators has gradually slowed down, from the incremental market to the stock market. New Spinning Odino faced the problems of increasing the number of local elevator enterprises, industry structure solidification, insufficient innovation, continuous updating of special inspection equipment specifications, continuous rise in raw material prices, and increasingly high wages of workers. In order to get rid of the existing management difficulties, the company through increasing research and development investment, improving the quality of service, innovating development tools, strengthening the supply chain management, accelerating the establishment of brand image and other ways to deepen the "old building with elevator" and elevator transformation update market segment. At the same time, the company's normal R&D investment was ensured to avoid falling into the trap of low price. This case focuses on sorting out the strategic transformation ideas and series of measures of New Spinning Odino Elevator when the market is sinking. It has certain reference significance for enterprises to update their management concepts and carry out transformation and upgrading.

Keywords: Elevator market; Market transformation; Low price trap; Market segment