'Does Mr. buy a wall-broken machine? Buy a wall-broken machine with a seven-piece set.' The close-up watch attracted the attention of field staff from Dazhong's Global Tower Experience Center.
November 24, because participating in the United States 'American talk' the tenth special meeting Sharp, appliance industry gathered in Dazhong Electric Tower global experience center. Into the store, the brand area outside the corridor placed broken Wall-mounted machine promotion information is particularly noticeable.So, approached the product table to prepare a look, and stop and watch at close range is led to the establishment of field staff.
Broken machine 'in power'
According to the relevant personnel, only the current market selling or corporate promotion of products only have the opportunity to get the 'corridor' at the feng shui treasure.While the display location of the broken 'independence', it shows that the hot market Status and promotion of enterprises.
Coincidentally, the recent home appliance dealer Union crowdfunding product list, broken machine also as a key product by the grassroots dealers blitz.
In Central China, a dealer who participated in the crowdfunding campaign told China's home-grid that the intention of engaging in home-appliance conglomerates was to reduce costs through joint procurement. Later, under the promotion of the concept of consumption upgrading, the idea of cost-only was gradually transformed into quality and service , The concept of triple price, crowd-raised products also achieved a certain degree of 'quality' and 'high-end'.
Crowd raise mining promotes grass-roots product structure upgrade
In the past, the dealer crowdfunding, the products mainly in ordinary rice cookers, kettles, electric fans and other home appliances products in the recent crowdfunding, the product list appeared one after another IH rice cooker, water purifier, broken Machine, hood, stove and other products.
'There are two new features of the product, one is selling the market worry about selling, and the other is relatively high profits.' Appliance distributors through the Union Master Zhang Shaohuo told China's home grid, the focus of previous crowdfunding is to reduce costs However, lowering costs is only a part of the transformation of the store. Now, the focus of crowdfunding is to raise profits and transform traditional fulcrums of low prices and take-away prices into quality and service.
A dealer in East China told China's home appliances network, dealer crowdfunding process, specializing in hiring well-skilled personnel on the factory production line and product quality inspection, so the product quality is absolutely guaranteed .From the factory direct crowdfunding can Reduce procurement costs, the more the 'high-end products' the greater the profit.
To broken machine, for example, the price of mid-range broken machine is generally around 1,500 yuan, under the premise of the same quality, dealer crowdfunding factory price is generally 325 yuan, the terminal sales price is generally 599 yuan, in this Under the conditions of crowdfunding mining broken wall machine profit margins can reach about 46%.
Zhangshao Shuo said that because the dealer's main battlefield in the third and fourth tier cities and even townships and rural markets, so under the premise of the same quality crowdfunding home appliances terminal prices much lower than the market price.Although the terminal sales price is relatively low , But 'high-end' products can still bring about considerable profits.
It is understood that, so far, the country has accumulated over 1,500 stores involved in crowdfunding, a total purchase of more than 160,000 units of home appliances, distributors, members of the profit increase of more than 150%.
Breaking machine hot sales map 'dynasty replace'
In the tide of consumer upgrades, the small household appliances industry to upgrade simultaneously, the proportion of IH rice cooker quickly climbed.OvY cloud network data show that the proportion of IH rice cooker rice cooker has reached more than 50%.
In recent years, small home appliance market, broken machine to represent the cooking machine has become the highlight of the entire industry, the annual growth rate in 2016 up to 104% for the small household appliances industry has injected a fresh impetus.
Contrary to the triumph of the wall-breaking machine, the size of the soymilk maker has shrunk, and the soymilk maker is in a recession in the traditional category of small household appliances in the kitchen. According to AVC offline monitoring data, in January-September 2017, Cumulative decline of 30%.
Owen Cloud Kitchen Small Appliances Division, senior research manager Li Ting believes that lead to soybean milk machine industry continued recession for three reasons:
First, the 'inconvenience of washing' is the most troubling issue for consumers in buying soya-bean milk.
Second, the 'single function' is the pain point of consumers to buy Soymilk.Soybean milk machine is too simple, broken machine function than Soymilk, Juicer is more complete, both grinding milk can squeeze juice, and therefore gradually eroded Soymilk market share;
Third, 'lack of innovation' is an obstacle to the purchase of soymilk in consumer perceptions, and in consumer perception, the soymilk used ten years ago is not significantly different in product function from the current soymilk maker, and it is not obvious Innovation.
In fact, whether it is Xunyi small home appliances market broken machine, IH rice cooker, or open the high growth mode of the dishwasher, water purifier, air purifier and other products behind the hot sales are carrying a real Market demand and innovative charm, while keeping up with the concept of the times, find no pain points, the lack of innovative products are destined to be abandoned by the market.