When giants in the home appliance front-end retail market fight, the appliance market seems to suddenly become important together, the giant capital have entered.
In fact, as the home appliance retail needs long-term supply chain construction, any enterprise in the appliance market after the accumulation and advantages, but also 'freezing three feet non-stop', including Suning, including the first channel of home appliances sit tight, Do not dare to relax.
Giant layout, capital influx
According to the statistics of China Household Electrical Appliance Service and Maintenance Association, the market size of post-consumer electronics service in 2015 is 290.5 billion yuan, and the industry scale is expected to reach 450 billion yuan in 2016 and the market size will reach one trillion by 2020. The prospective market capacity Appliance service market has become the capital of every eye on the 'Hong Kong 饽 饽'.
Suning Tesco stroll home appliances first channel, as early as the establishment of the establishment of the after-sales service system, and more effort to build a trump card to Suning.Through years of service capacity building, has created a total customer base, All regions, all categories, a full range of home to shop life service platform.
Recently, home appliance service brand very home received the G-1 strategic investment of 105 million yuan from the Gome capital investment, which is the next step in the service market launch of 'Gome steward' following its heavy blow to home appliances in 2016. From the perspective of business operations Point of view, home appliances is very focused service market after the incubation by the TCL Group, using the 2B2C mode, and B-side background connection, the platform owned or joined engineers to help home appliances brands, agents and appliance stores to solve the installation of home appliances , Sale, maintenance and other business.
In early 2016, Jingdong began to set up customer experience department, and launched a series of small household appliances Jingdong secretary, appliance recycling, appliance cleaning and maintenance services, intended after Fenge appliance market.
Followed by the traditional appliance manufacturers have also resorted to beach appliances O2O service platform. Midea Group for the appliance cleaning and launching 'Hyatt House' platform and invest in the establishment of focus on appliance repair 'America home', Haier build 'everyone service' Platform. Focus on home appliance service O2O venture projects also take the 'tuyere' fly, including the more well-known, including home appliances steward, Ai Jie Jia, only repair sink and so on.
Although the market cake is large, it is hard to eat
After the appliance market involves many aspects of the home appliance supply chain before and after the end is to remove the purchase of home appliances, the user needs the sum of service transactions, including pre-sales consulting, complaints, sale distribution, installation, commissioning, Cleaning and maintenance, replacement of supplies, product recycling after the dismantling, replacement, resource reuse and so on.
The rapid development of e-commerce has greatly expanded the area of home appliance sales, no matter where the user, through online orders, you can complete the purchase of home appliances.But the service area does not cover the sales area so extensive, a service Point requires a lot of time and financial costs, and home appliance service is low-frequency industry, remote areas, the amount of orders is difficult to support a service point operating costs. This mismatch is the result of home appliance sales service can not meet the needs of users.
With the rising labor costs, appliance profits lower consumer demand for after-sales experience increased demand for centralized appliance service has become more and more obvious.However, compared with the appliance has become a standardized, highly standardized industry, but the backstage service management is not strong enough : The professionalism of staff varies greatly, the standardization of after-sales service is low, and even random charges and other phenomena exist.
Analysis of the industry, the appliance after the market cake is large, but very difficult to chew. Business model heavy, difficult operation, high cost, long business processes, not a mature and robust platform for effective combing, at the start or even multi-point chaos In other words, home appliance sales service has always been consumers Tucao and complaints hardest hit, few companies can effectively integrate resources to achieve a historic breakthrough.
Who is the most powerful breaking the first?
Taking advantage of the market after the appliance into the home so many players, many pain points for the appliance market, who the most powerful first break?
As the earliest Suning company to market appliances, it has 43 branches nationwide and service organizations in 185 cities, covering over 300 cities in China, more than 2,000 districts and counties, and 98% of township capacity. Home Appliances, Home Appliances, Home Appliances, Integrated Systems and Smart Products, Online Service Platform Focusing on Sales of Service Products and Offline Services Creating a nationwide chain of service network with 5,500 self-supporting and franchised service outlets and nearly 50,000 service engineers and platforms 4000 service products business.
Suning Tesco long-term accumulation of offline channels with the power can not be ignored, especially in the electricity business have turned their attention to the user offline experience, and even try to expand the physical store, the value of offline channels mining has been re-valued. Customer home sales improve the entire product life cycle, which can generate long-term contact with users to form a circular flow, but also an important part of Suning smart retail.
Home appliance service market competition is shifting from price competition to value competition, service competition.Consumers from the past, home appliances installation, repair, recovery, to the current appliance cleaning, home services, testing formaldehyde, air control needs, around the appliance service Life scenes continue to extend.It is value this opportunity, Suning Tesco efforts to build a smart service platform, improve the service ecosystem, and actively promote the service industry change.
The first model to send and receive one package, so that consumers install faster appliances; to promote the transparency of service charges, Suning Tesco channel for more than 2000 SKU, the product code clearly, so that consumers clearly spending.
The quality of after-sales service is also the focus of consumer complaints, Suning Bangkui has been to help guest engineers as the core, the implementation of service 365 service standards, uniform clothing, uniform utensils, unified operational processes, compared with the general 'guerrillas' More professional and regular.Suning help Blue Lion talent technical platform for domestic workers will also be dedicated technical training and certification.
In addition, Suning help customers off the security guarantor, for the home appliances, home, automotive, electronics, smart integrated products and other 9 major brands of brands and sales service providers to provide delivery, maintenance, cleaning and maintenance, extended warranty, bad buy Broken, spare parts supply, customer service support and other integrated solutions, increase service output, with more than 1,000 manufacturers have reached cooperation.
Experienced Suning Tesco help customers platform feedback, on-site service fast, excellent service quality is the biggest reason they make a choice. 'Life help choose to help customers' has even become the business continued explosive development of 'nuclear weapons', the amount of days of orders The growth not only did not affect the speed of service, but customer experience is getting better and better.
Appliance market after the traditional and emerging areas related to infrastructure is relatively weak, such as Suning Tesco 'sizzling' one of the few companies.With Suning Tesco continue to expand the appliance service market, through the Internet + innovation Mode and powerful logistics system after-sales interaction, so that more people see the focus on customer experience platform, a huge force.