Double 11 is not just a promotion, but also become a mirror to illuminate the Chinese home appliance industry, so that different household electrical appliance enterprises honor and achievement, darkness and shortcomings, without reservation to show in front of society and consumers, really open a ' Fight hard, fight real work 'campaign.
No surprise. In 2017, the double-11 big boost again, as soon as the morning Jingdong, Lynx and other platform volume exceeded 100 billion, and to 150 billion, 180 billion impact.Flexible turnover, turnover, and More and more consumers' participation has once again shown to the whole society that the shopping festival that can replace the double 11 major promotion status in the short term has not yet appeared.
There is no suspense.TV, air conditioners, washing machines and other three major appliances, once again occupy this year's double top 11 to promote the top five in the three seats, Haier, the United States, TCL, Gree, Oaks and other giants detonated across the board. The status of 11 big promotion centers has been quite solid, while the reliance on the e-commerce platform by market consumers and home appliance enterprises has also been consolidated.
Big and fast on the detonation of this year's double 11 big promotion, for many home appliances business annual results completed and create new revenue records, will play a positive role.Of course, for corporate products, marketing and advertising resources squeeze And overdrafts have also reached a new level.Are the so-called 'scores behind countless irrational watering.'
Optimize home appliance retail channels
Appliance retail industry, the low threshold is an indisputable fact.And from the rise of home appliance chain to the tycoon to dominate the electricity supplier, has been constantly optimizing and pushing home appliance retail channels to enter the threshold, so that a large number of fishes, fish in troubled waters, etc. Speculators, nowhere to hide, eventually brought not only the giants of home appliance retail, but also standardization, branding and quality.
Nearly 40 years, home appliances retail access threshold has been very low, especially in a wide range of 34 markets, the wife and wife shop has existed for more than 30 years.In addition to national and regional specialty appliance chain, as well as appliance hypermarkets, as well as department stores Shopping malls and shopping centers, are in the direction of retail-oriented appliances stage.
Even selling mobile phones, telephones, broadband operators, and Xinhua Bookstore, which sell books, are also phasing in the retail appliance business over the past two decades. In recent years, some local home appliance retailers, There are many born out of telecom operators and Xinhua Bookstore's third production.
It is noteworthy that many social public channels behind the "coveted" home appliance retail is the scale of home appliance retail, as well as the rapid withdrawal of funds.But whether it is department stores, shopping malls, or the Xinhua Bookstore business and for Home appliance retail is only a stage speculation, and did not really like the home appliance chain, e-commerce giants that take root in the industry, subversion industry changes, and promote home appliances retail high efficiency, high quality and fast service capabilities.
Whether it is the country's Gome, Suning, or today's JD, Lynx, in fact, not only grab the appliance retail market cake, but also stand on the tone of the times, from the perspective of products, services, efficiency, demand, redefinition of home appliances Retail rules and patterns to better meet the needs of new users, and forcing the transformation of upstream appliance manufacturers.
Forcing home appliance manufacturers
Appliance manufacturers are the double 11's absolute protagonist, because their products and resources on the let-profit, continued investment, to ensure that electric giants in the foreground to enjoy the interpretation of pleasure, to create a new round of high volume. However, , With double 11 home appliances detonating ability to enhance, it is also forcing appliance manufacturers must accelerate the resolution of online and offline conflicts of interest.
For a long time, home appliance manufacturers and home appliance retailers are a pair of 'contradictory community of interests.' On the one hand, we all know that only cooperation can win-win situations. On the other hand, the strong one keeps trying to squeeze the weaker party. The contradiction arises The distribution of benefits and the fight for the right to speak.This is not because of the emergence of e-commerce, it triggered the intense white-collar relationship between manufacturers.At that time, the emergence of home appliance chain, because of snatch a large number of appliances agents cake, bring appliance manufacturers market situation is complex Sex.
Today's e-commerce and physical stores 'rattling' situation for the appliance maker has long been expected, but can not be solved in one step, only in the specific market management and conflict, step by step to find the way to crack For example, just before the double 11 big explosion, a number of appliance giants advance ahead of the brand day, consumer section, together with the offline store started a terminal sales battle .I believe in the next December, some home appliances giant Will jointly join the appliance store to continue the 'last shot.'
The rise of e-commerce at present, while accelerating the complexity of the operation of appliance manufacturers, is also driving and forcing home appliance manufacturers to face the first-tier market competition and to face the innovation and breakthrough capability of rapidly changing customer needs. To the benefits of driving the upstream and downstream partners to progress together.
Tide young consumers
Home appliance purchase the main force, or a large number of 80, 90, and began to quickly cover 70 after the 00 is expected to also seamlessly.It can be said that this is just the growth of a group of major consumers , Will also become the main force in consumer electronics for the next 10 years they both have experience and knowledge of offline stores, but are more willing to accept the benefits and convenience of online shop.
In the recent two years, the double 11th promotion for these young consumers, the price concessions, substantial profit sharing is still the core of attracting power.However, price concessions do not represent cheap bargains, those high-end big brands, imports of foreign goods Discount Rangli also began to have the absolute appeal of this change has been like 'springing' quietly staged.
Including Casa Imperial million or more ice-washing products, as well as Miller tens of thousands of dollars at home appliances, Sony's tens of thousands of LCD and OLED TVs, are also increasingly becoming the star of the appliance dual-11 products.This shows that, Young consumers have more than just look to shop as a platform for bargains, pay more attention to big brands in the online store discount .Because they have become accustomed to a few plans on the phone, the next day appliances can be sent .
Price concessions, shopping is very convenient, delivery speed is not slow, the key to more and more home appliances began to send one-piece synchronization, which makes many young consumers realize that electricity providers have become the preferred place to buy electricity. Began to feel more and more peace of mind at the shop to buy some high-end home appliances. Similarly, consumers are not assured of electricity supplier, will be in advance to experience in the store, then go home and order.
In the past, many home appliance enterprises for the online store and offline store 'watershed' on the product, the preferred high-end line, while the low-end impulse products preferred online.Most of the current number of e-commerce is still low-cost appliances Said, but the discount concessions in the high-end home appliances, also began to attract more and more consumers dare to taste, fought on the line. Although this is the most do not want to see the situation of many home appliance stores, but truly double 11 Promote frequently staged.
Through this year's double 11 this mirror, appliances and people have seen what the truth, trends and opportunities? I believe in the next period of the appliance market, quickly make the appropriate adjustments and layout.