In the consumer boom, the online consumer market is showing a high growth, brand trend.Many third-party agency data show that in 2017 home building materials, smart home appliances, overseas shopping, maternal and child supplies market growth rate is obvious, or In the double eleven usher in a new peak.
Compared to the previous few years uphold the characteristics of low-cost, this year's 21 to quality to build a better life trend is more obvious.Compared to the previous low price war, this year's major business platform, brand, manufacturers have Transformation and upgrading, is committed to helping consumers optimize the shopping experience, to create a unique double eleven global good festival.
Build a better life scene into a 'double eleven' new theme
'The pursuit of quality of life is more choice for consumers.' 'Double 11' is approaching, Lynx and other platforms released the "2016-2017 Double 11 shopping white paper" to explore the consumption upgrade under the 'Shopping Relativity' , The white paper shows that consumers after 80,90 accounted for the main force of online shopping consumption, this group is also more the pursuit of quality shopping, scene-based consumption in the proportion of shopping choices gradually increased.
In the Jingdong "White Paper on Consumer Internet Shopping in China's Household Electrical Appliances", it shows that consumer electronics has become a direct path to people's pursuit of quality of life. Therefore, consumers have increasingly high expectations for the quality, service and scene of home appliances And asked, more than 25% of consumers are very sensitive, but decreased the proportion of concern about the promotion.
'In the past, the consumption of double eleven was because of the low price and the follow-up to buy and buy, and now pay more attention to quality of life.' One engaged in consumer market research staff said that this year there are a lot of double 11 brand began to notice that this consumer upgrade Changes, have to build a better life scene.
For example, the leading air conditioning industry in China, OAKs Air Conditioning Co., Ltd. is at this crucial moment in the marketing game, product structure, promotion and promotion have been upgraded so that all consumers can feel Oakes' only attitude Air conditioning 'to achieve the ideal place for consumers to enjoy the warmth of winter and summer in their favorite residences, and by means of the double eleven no longer carry out the cold marketing, but instead turn the carnival into a warmhearted delivery from the emotional aspect Warm holiday, the brand's core values and ideas into the user's mind.
In addition, there is an internationally renowned home appliance brand Sharp in the cats, Jingdong and other platforms hit the 'ideal life' sales label, in preparation for this year's 'double eleven.' To know that 'ideal life' is the people's good life needs The further expansion of society also brought social changes based on the upgrading of consumption and carried out reforms on major social conflicts.
'Sharp has been focusing on sinking a richer family of smart homes into real life, forming a brand new home appliance matrix in an intelligent and interconnected way. "Sharp's executive in charge said, 'Is an important choice for the realization of an ideal life, this year, dual-eleven Sharp will still be' noble and inexpensive 'products to consumers, but more than in the past, pay more attention to the needs of home appliances to meet the needs of a better life at the same time, relying on Foxconn Industries Chain ecological layout, Sharp will bring about tremendous changes in public life, so that more people enjoy the 'ideal life' to unlock a good quality of life.
It is reported that Sharp will be a new upgrade to the new series of black power, while leading the flagship white product composition of the 'smart home day group', in one fell swoop of life from entertainment to food and clothing and other elements of the wisdom of life scenes, so that home appliances become your intelligence Butlers, caring nanny for your life to provide the ultimate convenience and comfort, so that the ideal life within reach.
Ideal life brand driving force
In the current economic situation, the new growth point of the home appliance industry is to tap the consumer demand for quality and consumption. "Just authentic licensed is not a quality consumer, I think the quality of consumption must have good products and good prices, as well as pleasant consumer scenarios and experiences . "An e-commerce platform leader said that the home appliance market is already a slice of the Red Sea. It is expected that new breakthroughs will be made in deepening consumer demand, especially for consumers, or to achieve new growth.
'It's not because life is changed but something new is needed because it's about changing life and about something new.' Some analysts said the upgraded consumer products must have a 'professionalism' in content, Sense of the scene 'and' leadership 'in order to influence users' consumer decisions that are different from the past.
Obviously, through the double eleven consumer time to build an ideal life, the driving force behind the power from the brand.With the wave of consumer upgrades, consumers identify the brand, all represent a certain value or spirit of proposition, the past, pay attention to the price As the basic project of the brand, the data show that up to now, more than 140,000 brands worldwide have invested 15 million good products in the 'Double 11' market and accepted the 'buy and buy' of hundreds of millions of consumers worldwide.
Among them, Sharp last year to sell 11 billion price to break billion, but this year has risen from the cost to the construction of 'ideal life.' Sharp advocated a simple life, inspired to recover the beginning of life, in a simple and harmonious space to reshape the consumer with Home and living environment. "Sharp said the person in charge, Sharp to 'ideal life at your fingertips' marketing campaign preparing for double 11, is to hope that users can use Sharp's ideas to meet the expectations of a better life.
It is understood that in August this year, Sharp released the first consumer-level 8K television and hand star Daniel Wu as a series of smart home speakers, while creating variety shows "beautiful house", Sharp with the wisdom of science and technology to bring 'cleaner air, clean Food and clean water ', with science and technology innovation and noble play an ideal life' dream division 'role, so that the beautiful houses in the minds of consumers can become beautiful at your fingertips.
In addition to the appliance industry, in China's leading sporting goods company Anta Sports, has also been prepared to the Chinese sports delegation in winter competition equipment consisting mainly of snow and ice series of clothing, and hand in hand fashion designer Zhou Xiangyu introduced cross-border series of designer goods, hope through And Lynx and other online platform for the full integration of the marketing model and brand innovation and upgrading, enhance product value to provide a better consumer experience in the field of electricity to consolidate their own market position.
'At present, China's consumption upgrade is at a crucial turning point in its development, which determines the speed of market development, even the decline and the daxing, according to the degree of product innovation, quality improvement and rich experience of shopping experience. "Related Industry Experts Analysis, in the consumer upgrade trend, more and more consumers began to tend to buy high-end quality and brand appliances to meet the growing needs of a better life, not only help Chinese brands through double eleven consumer time focus Show, will also be to promote the further upgrading of related industries.
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