Thanks to factors such as an increase in the average price of products, a surge in sales of air conditioners and a strong expansion of rural markets, the online shopping market for home appliances in 2017 continued to expand. The stimulating effect of the online market on consumption was increasingly evident. The enthusiasm of consumers for online shopping of home appliances continued Heating up in the consumer upgrade demand driven by the home appliances online shopping market to further shift the high-end product mix, but also promote the optimization of online product structure
Recently, the 10th China Home Appliances Online Shopping Summit Forum hosted by CCID Research Institute and China Electronics Newspaper was held and the "Analysis Report of Home Appliances Online Shopping in 2017" was released.The report shows that in 2017, China's B2C (business-to-personal) home appliances Online shopping market reached 490.6 billion yuan, an increase of 27.6%; home appliance industry, a new record high penetration rate of online shopping, up 26.5% In addition, home appliances online shopping market Jingdong, Lynx, Suning competition pattern of the top three, Jingdong 60.8% Share of the first place.
The scale of home appliances online shopping market is so large, thanks to factors such as higher average product prices, surging sales of air conditioners, strong expansion of rural markets, etc. In 2017, the four traditional large appliances such as TV, air conditioner, refrigerator and washing machine grew strongly, up by 50.4% % And sales volume reached 174.6 billion yuan, sales volume of air purifier and water purifying equipment, household appliances such as kitchen appliances and traditional living reached 76 billion yuan, while those of mobile terminals such as mobile phones and tablet computers reached 240 billion yuan.
Judging from the growth rate, the overall size of China's home appliance online shopping market in 2017 increased by 27.6% over the same period of previous year, basically the same as that of the previous year. Among the various categories of products, the growth rate of white big appliances was the fastest. In "Home Appliances Online Shopping Report", in 2017, The amount of increase was 119%, the refrigerator reached 52%, the washing machine up to 47%, and the kitchen stove topped 54.6%. At the same time, consumer electronics such as color TV sets, mobile phones and tablets increased significantly slower from retail The quantitative point of view is almost stagnant growth.
In 2017, the proportion of online TV sales reached a record high, with retail volume penetration breaking 40% for the first time. "One important reason is that e-commerce enables sales through high-tech means such as big data. On the leading edge into more supply chain innovation, led to an overall increase in business efficiency, effectively stimulating sales growth. "Beijing Zhong Yi Kang Market Research Co., Ltd. Deputy General Manager Peng Yu said.
Driven by consumer demand for upgrading, the product structure of home appliance online shopping market has further shifted to the high-end. "Home Appliances Online Shopping Report" shows that from four major home appliances to two net products, from kitchen appliances to personal mobile phones, The average price of online home appliances increased by 10.6% YoY; the average price of online air conditioners increased 12% YoY; the average price of online washing machines and refrigerators increased by 10.6% YoY, respectively; An increase of 15% and 20%, an increase much faster than offline.
For example, in 2017, oversized color TVs with an online size of 65 inches and above ranked first in terms of retail sales and retail sales, respectively; and retail sales of Class-A energy-efficient air conditioners Retail sales increased by 394.4% and 438.5% respectively over the same period of last year; the retail sales of multi-door refrigerators (including the cross-opening door) increased by 102.8% over the same period of last year; and the dishwashers became the vanguard of the kitchen appliance market with the growth of 180%.
With the people's pursuit of a better life, smart, high-end products that enhance the quality of life are increasingly sought after by consumers, and even some less-favored small household appliances are beginning to attract more and more consumers' attention At the same time, the upgrading of consumption has promoted the optimization of the online product structure and fully proved the consumption potential of the online shopping crowd, and the online market has played an increasingly significant role in boosting consumption.
In 2017, the market structure formed by the three major e-commerce platforms in the home appliance online shopping market was more stable, with Jingdong, Tmall and Suning top three competing, leaving no room for development for other platforms. Within the top three strongholds, Jingdong's largest home appliance online shopping platform Of the market position firmly unshakeable, accounting for 60.8% of the market share; Lynx, Suning composition of the "cat rather" almost carved up the rest of the share.
E-commerce service competition has not only stopped at the logistics level, but also includes a variety of innovative technologies and emerging 'new move.' In this regard, Jingdong, general manager of channel development department of home appliances Division, said Xu Lei Jingdong AR (Augmented Reality) For example, when you browse a refrigerator, in addition to 720 degrees to view, you can open the refrigerator door to view the internal structure, you can even see the refrigerator cooling system, food preservation system , Refrigerator volume and other 3D dynamic renderings.
In 2017, the biggest change in the online shopping market for home appliances was the drastic expansion of online channels down the line, especially in the rural market. "The Online Shopping Report" shows that online retail sales in rural areas nationwide reached 1.24 trillion yuan in 2017, An increase of 39% over the previous year, of which household appliances category contributed significantly .Report shows that as of 2017, Jingdong for the county and township market opened Jingdong appliance stores nearly 8000, Suning opened Suning Tesco County town shop nearly 2,200, rural Taobao nearly 3 Amoy million 'Amoy point' as the basis for self-mining methods to bring some well-known large household electrical appliances to the countryside.
Peng Yu believes that with the advantages of low cost and high efficiency, E-commerce channels have changed the retail pattern of home appliances in the rural market in a more comprehensive category and more scientific analytical methods in the offline expansion process. In 2017, , New retail, smart retail and other concepts rise, its essence is online and offline integration, home appliances online shopping in the field of online and offline integration took the lead in the rural market.