This year's home appliances double 11, is not the year that the 'Zhongxingpengyue': manufacturers full of expectations, users are rewarding, and full of electricity from the platform 'excessive growth under the demands of exploitation and oppression'. But always can not resist the laws of nature: that Upstream and downstream resources of the industry chain when the match, or a link in the chain of 'all lose'.
Will reach the market tipping point of the double 11 promotion, home appliance orders, the amount of transactions will undoubtedly refresh the peak, the same logistics, installation, maintenance and other complaints will usher in the peak.
Short bursts of the entire appliance logistics system is concerned, will be an unprecedented exam, if you can not resolve this difficulty, it will limit the scale of online appliances to expand the biggest bottleneck.
Based on the interests of all the demands must be quickly realized, and now electric business double 11 as home appliances home position can not shake.However, bigger and stronger home appliance retail business, need to see the product to pick the front line of the market outside the beam is particularly important, Need to see behind the logistics, service followed on. Otherwise, the new home appliance retail industry will become a 'mirror water month'.
one
Last year, refrigerators, washing machines, color TV, air conditioning and other large appliances, in the electricity business platform sales scale climbed to a record high, the major plate sales are increased by more than 25%. Many home appliances brand minutes 'broken billion' They are overcrowded this year, ahead of the layout of the double 11.
The whole people get together to buy tide coming at the same time, logistics and distribution has become the main area of consumer Tucao business. A large number of courier wrapped in the distribution station, product mismatch, out of stock and damage caused by frequent, slow delivery, return and other negative experience Directly affect the consumer confidence in the consumption of electricity.
In fact, just three or four years, China is already the world's first big online shopping. Prosperity under the surface, in the online retail value chain back-end warehousing, distribution, sale and other unbalanced construction and front-end consumer market demand for rapid growth Has become increasingly prominent.
This contradiction lies in the front and back-end development of asymmetry, with non-synergy, front run too fast, behind the back was left behind, seriously restricting home appliance manufacturing enterprises, electricity business enterprises, circulation services to the three services to consumers Efficient collaboration.
On the one hand is the explosive growth of electricity business, especially the key node burst, the consumer demand barrier lake concentrated in a time point of release, but the consumer service providers 'delivery', 'installation' time tolerance limit is higher , Electricity business platform, home appliance enterprises can not timely service for users to complete the closure of complaints.
On the other hand, for the back-end service links, distribution logistics, installation of a short period of time to respond to the explosive response service challenges, lack of warehousing, labor costs surge, lack of distribution team personnel, weak installation services and other factors The development of industrial chain, and this year's carton prices soared to double eleven worse, home appliances industry, the vulnerability of the industry can be seen how to break through the new round of home appliance manufacturers growth bottleneck, placed in front of the industry.
two
R & D, production, marketing, trading, logistics, installation services is the front end of home appliances and back-end circulation of the whole process of the key link, and from the consumer single trigger is just the beginning of the purchase, delivery installation service is the last mile of home appliances key ' Rimen kick ', is also the largest short board.
There is no doubt that every aspect of the circle is pointing to the consumer, 'pull the whole body' and thus affect the entire consumer experience consumer experience, invisible short board will largely determine the size of the growth of electricity providers.
If the investment is not enough, the channel is not smooth, before and after the industry does not cooperate, electricity business appliance sales scale development is growing, then the front and rear contradictions will also be more sharp, highlight the current situation is, Service capacity will replace fakes, low prices may be triggered by the trust of electricity under the trust of one of the biggest risk points.
The Internet era of home appliance retail competition, broken will be a new round of reshuffle from Ali, Jingdong, Suning Tesco and other electric business giant strategic layout can be found in the past two years, home appliances online shopping outbreak trend forced them to strengthen The investment in the logistics, is being removed in the home appliance again on the road to large-scale growth 'slow' the biggest obstacle.
Moreover, for the 'double eleven' this critical point, the traditional 'manual + mechanical' logistics warehousing can not be achieved by the rapid growth of electricity retail business needs, power giants, logistics giants have increased automation logistics warehousing Investment, automated logistics is the only way to achieve an effective way to break through.
Three
For the home appliance business, Xing is also logistics also logistics.Therefore, generous investment in the logistics industry, is undoubtedly the key in the last month, Ali's rookie logistics announced that its large-scale robot warehouse has been put into use, in the pick Cargo links will be mechanized, hundreds of robots single delivery can be more than one million, greatly improve the efficiency of logistics sorting.
At the same time, the current Suning super cloud warehouse to achieve the whole process of automatic selection, the first to build the largest domestic AGV warehouse group - Shanghai warehouse, is now equipped with about 100 groups of robots, logistics management, a key step in intelligent. Jingdong launched a breath The whole process no mankind, unmanned trucks, intelligent supply chain open platform, and many other black technology products.
In the past five years, it is the development stage of home appliances, and the next five years will show quality, high-end development direction.Quality of consumption is not only to complete high-end product innovation, but also high-end services, this is the key points, difficult.
Double 1 war has been triggered in advance, deep plowing, intensive electrician business space, for the entire home appliance industry, is an opportunity to upgrade the industrial structure, but occupy the commanding heights, to master the competitive initiative, the need for front end 'see' and Back-end 'invisible' on the effort together, in order to bite the next industrial structure to upgrade this piece of hard bones.
Especially the important point, how to create a front-end product design, manufacturing and back-end warehousing, distribution, sale and other service capabilities of the complete industry value chain, which not only need to join the appliance brand and channel business alone, but also need home appliance manufacturing enterprises, , The circulation of three enterprises to break the traditional ideas, practices, to open, positive attitude and courage to join the user experience as the core layout of online and offline retail integration of innovative chess.
So the next, power providers Ye Hao, home appliance manufacturers worth mentioning, home appliances dealers Ye Hao, can not simply take the competition, squeeze thinking, must be open and win-win, share to create. Otherwise, it will repeat the same mistakes!