Washing machine 'popular' demand gradually in the 'new' demand, washing machine core brand in the past two years to vigorously promote the upgrading of product structure, as well as per capita disposable income increase, consumption upgrades and other factors, from January to August this year, China's washing machine domestic market gains Abundance, to achieve volume and price of the sales situation.Zhongyi Kang push the total data show that in 2017 from January to August China's washing machine market sales of 23.38 million units, an increase of 10.4%; retail sales of 42 billion yuan, an increase of 13.1 %.
Online channel traction highlights Jingdong 'TM' boost the market to activate the second
This year the growth of the washing machine market, online channels to play a greater role in the traction.Owei Weiyun online monitoring data show that in January-July 2017 China's washing machine online market retail sales grew 68.5%, retail sales grew 71 %.
Jingdong Appliance Division ice cleaning business unit general manager Wang Zhaolei had to accept the interview in the State Grid reporter said that as China's largest line of home appliance retailers, Jingdong home appliances this year, January-August washing machine growth of up to 60%, leading the entire washing machine market Growth rate.
Wang Zhaoli told reporters: 'Jingdong channel washing machine is mainly due to its rapid growth with the core of the brand washing machine brand in the first half of 2017, Jingdong has Haier washing machines, washing machines and other manufacturers to reach a strategic cooperation. High, Jingdong in the flow of imports to promote more cost - effective washing machine products, the two forces together to promote the health of the washing machine industry healthy development.
In addition, Wang Zhaolei told reporters that the washing machine industry line channel after several years of development, the product structure has been improved, the richness of intelligent products on the line already beyond the line, the washing machine product line has begun to gradually integrate into the Internet features, and this is Most of the products are not available.
At present, the washing machine industry in the trade-in when the mouth, manufacturers and channels have to concentrate on this excavation to expand the market.According to Wang Zhaolei introduction, Jingdong is currently working together to launch a washing machine manufacturers 'trade-in' project to promote the second revitalization of the core city.
Wang Zhaolei said that the Chinese market, especially the second-tier core city market, the washing machine industry has entered a large number of 'new' stage.With the washing machine industry emerged more functional, more energy efficient, larger quality products, the industry released The old machine recycling, the new machine to buy demand.At the same time, the washing machine market frequency pain point: First, the consumer's old machine is difficult to find a suitable convenience Recycling receipt; Second, the recovery price is too low, which makes consumption In this context, Jingdong with its own strong service capabilities, hand in hand a number of professional service providers, full range, high efficiency and free home recycling old machine, with high cash subsidies to encourage Market trade-in.
It is worth mentioning that, in the recovery of the old machine at the same time, but also for this part of the consumer precise positioning of the appropriate cost-effective products, to provide one-stop TM service. 'The project in the real solution to the pain of consumers at the same time , But also for the manufacturers to quickly open another sales growth point, while the Jingdong platform will be effective in series of resources, but also practice the implementation of the national supply side of the reform policy. 'Wang Zhaolei told reporters.
Jingdong resorted to two sword to open up the rural market The future of the washing machine industry will be multi-dimensional growth momentum
In addition to trade-in, in the Chinese home appliance industry, three or four markets and the strong role of the rural market has been the emergence of the rural market considerable 'money King', gathered many companies competing for the Nuggets as a home appliance channel leader, Jingdong Jingdong Bang And Jingdong store sword in this market to open up the soil.
It is understood that Jingdong home appliances in 2015 launched a two-step strategy of the rural market: Jingdong to help and stores for the care points, leading manufacturers to go to rural areas, bringing benefits for rural consumers.According to Wang Zhaolei, Jingdong help service shop is Set up in the county-level cities, with large home appliances 'distribution, installation, maintenance,' Trinity function of the authorized service partners, it is purely to provide services, there is no sales function, while Jingdong appliance store is built in the township market, Large home appliances retail service line under the store.
'Jingdong Bang and Jingdong store in the entire rural market advantage is: wide coverage, fast delivery, delivery equipment integration, reasonable fees, cash on delivery, flashback flash, service standards.' Wang Zhaoli told reporters, Jingdong home appliances After 2016 years of county and township logistics supply chain to build a comprehensive, this year in the rural market sales have entered a period of rapid growth, washing machine this year in the rural market year on year growth is more than three times the overall growth, much higher than the market average. 'We this year To a very efficient pace in the shop, many with Jingdong home appliances in rural areas to develop rural market manufacturers also feel the Jingdong appliance store to the additional profit growth point, especially in the Jingdong store early layout of the early area, the blowout , The explosive growth of the manufacturers into the confidence.
Jingda appliances in the rural market due to its rapid growth thanks to its independent structures to own channels.Wang Zhaolei told reporters that in 2017 Jingdong will fully implement the 'boiling China' strategy, set up 10,000 Jingdong home appliances store.
In fact, the four or six markets, especially in the rural market, market mining to many manufacturers has brought a lot of test.With the well versed in the city market 'routine', the rise of the rural market has its own characteristics, the need for manufacturers and channels Wang Zhaolei told reporters admitted that in the process of sunning Jingdong also encountered some problems: how to ensure that the headquarters of the headquarters policy and management information timely and effective delivery to the store owner is very difficult, 'Finally, we through the instant messaging platform and The construction of the product platform solves the problem of symmetry of this information.
In addition to the challenges and challenges, Wang Zhaolei also told reporters to share the Jingdong washing machine in the rural market access to information and experience: First, TOP5 brand concentration is high; Second, the rural market consumer choice of home appliances brand, domestic brand is the absolute main ; Third, the trust and reputation is the basis of rural household appliances consumption; Fourth, the localization of rural power is based on the fundamental.
The future, healthy washing machines and smart washing machine market was placed in the larger expectations.No is a hodgepodge shuffle, with the sort of washing function of the double washing machine increasingly popular market.In the smart, the consumer gradually on the washing machine ultra-simple control function demand, Do not want to waste time in the study and operation of the washing machine, but also hope that the washing machine can wash clothes more clean and achieve no damage to clothing. 'Consumer demand also represents the current development direction of the washing machine industry. Data precision insight into the positioning of consumer multi - dimensional needs for its recommendation more suitable products.At the same time Jingdong will also combine the manufacturers for consumers to launch intelligent powerful, easy to operate and affordable products, and in the important traffic to promote the entrance.
On the future of the washing machine market expectations, Wang Zhaolei said that the next few years the washing machine market will continue to maintain growth, upgrading needs, the popularization of rural market demand, product structure, sub-categories and intelligent popularization will become the washing machine industry's most important Growth momentum.