168.2 billion yuan, which is Lynx 'double 11' single-day sales in 2017, but also a lot of companies alpine Yangzhi data Diego Diego record high, is the e-commerce platform in recent years, a sales trend; manufacturing enterprises The same is true of the large-scale state of e-commerce, and many air-conditioning companies have almost reached strategic alliances with platforms such as JD.com, Lynx and Tesco, whose sales on e-commerce have also seen a geometric increase.

However, the growth of e-commerce users and the release of bonuses are entering a new cycle. Just as the sales growth has shrunk year by year, the rising scale and volume are constantly shrinking. The scale-up bottleneck of traditional e-commerce providers Has begun to initially appear.On the other hand, with the major e-commerce platform to enter and operating costs continue to rise, the operating costs of air-conditioning products in the e-commerce are generally about 15% of the limited flow of resources and cost increases, but also Promote the change of traditional e-commerce itself.

From the initial panic to trepidation and then calm down to the present calm, the offline traditional channels to face the leapfrog growth of online platforms and the resulting market squeeze and erosion of demand, but also through an adaptation cycle. While the traditional channels bring the impact, they also promote the upgrade of the offline circulation industry. The competitive adaptation to the e-commerce itself is a progressive manifestation. More and more offline channels make full use of the Internet elements to force self-transformation, The offline business relative to the electricity supplier to see the short board also realized the superiority of offline mode.

Scene-based experience restricts the development of traditional e-commerce to a higher stage, which is exactly the basis for the survival and development of the offline environment.At present, when the demand for updating and mass emergence emerges on a large scale, the consumers of household appliances are demanding higher and higher quality, The upgrading of the product structure has become the mainstream trend in the air conditioner market, which provides a brand new opportunity for experiential marketing of product sales.

Online business system to Internet thinking to promote their own progress, and avoid weaknesses at the same time, the online platform in fact also the layout of the future.In recent years, Ali Department of large acquisitions and mergers frequently large offline retail terminals, and Suning And Jingdong also made a marriage with Wal-Mart.On the other hand, with the support of the village Amoy and the Jingdong help platform, the two major electricity supplier giants make intensive arrangements for the township rural networks in China's 34 markets.

The new retail model of cost, efficiency and experience seems to be blowing in, and manufacturing companies have also sniffed a new round of business opportunities.Therefore, large home appliance enterprises through artificial intelligence, information technology tools, Internet of Things Technology, robotics applications, continue to strengthen the product's production, distribution, retail model upgrades.

At the heart of the new retail industry is the all-in-one convergence of online and offline online Internet power and traffic that can work together with off-site Scenario Experience sales to avoid the two-lane conflict that has plagued the entire industry. Air conditioning industry, the evolution of the current business landscape Trend situation, the new retail air conditioning market in the landing may also need a more lengthy process.

However, the signs of the integration of the two lines have been revealed.From the channel and terminal pattern point of view, leading and mainstream air-conditioning brands formed a distinct commercial path, especially large-scale home appliance enterprises to build independent business access to the completion of the United States as the representative Of the home appliance giants to transform and transform the logistics and distribution system, the manufacturing end, the logistics side, the retail side for effective integration.New retail looks still miserable, while the trend of convergence of the two lines is gradually clear.