Editor's note: Waved, the Spring Festival has become the past. How the relevant industry during the spring consumer spending? How can affect the performance of listed companies? Today, the newspaper focus on the Spring Festival consumer, hoping to provide useful investment value reference.
During the Spring Festival holiday, although the sales figures of major manufacturers have not yet come out, the household electrical appliance industry is undoubtedly the feast for the general public during the Spring Festival. This year, the promotions of major enterprises and retailers were unprecedentedly strong. The traffic volume and sales volume soared.
The industry is expected that during the Spring Festival in 2018, the sales volume of the home appliance market will keep growing as a whole.The offline physical stores are hot in last two years, especially in the second and third tier cities.It is noteworthy that a number of home appliance manufacturers and the "Securities Daily During the press exchange, all manufacturers said they had vigorously tapped into the rural market on the eve of the Spring Festival this year, preparing for the Spring Festival. Some home appliance enterprises upgraded and upgraded their existing stores while Suning, Gome, Jingdong and Tmall Retailers also speed up the coverage of services and logistics outlets in rural areas through such forms as joining and cooperation.
The rural market is becoming a new battle for home appliance enterprises and retailers. As its smart popularization and replacement demand become more vigorous, the rural market is expected to usher in a new outlet.
The peak appeared in the week before the holiday
Surged by 2 times over the same period of last year
During the Spring Festival, affected by the return home boom, home appliances stores in the second and third tier cities ushered in a large number of people and the volume of transactions on the eve of the Spring Festival was very hot.
Suning introduced a person in charge, in addition to gold jewelry, appliances and other categories have been rushed into the Spring Festival sales rankings before the Spring Festival.
Although the Spring Festival sales figures of major manufacturers and retailers have not yet been released, the reporter of Securities Daily understands that the sales of traditional retail stores rose during the Spring Festival this year compared with the previous year as a result of the linkage strategy with online, offline and same prices. At the same time, all appliance manufacturers and retailers this year launched the Spring Festival joint operations, the holiday promotion time extended, the peak sales peak appeared a week before the Spring Festival.
Spring Festival this year and double 12 apart from the longer, the main promotional activities on the physical stores, triggering a wave of consumer craze this year's Spring Festival promotion point with the previous years than has been extended.Sales activities in January has been opened, Throughout the Spring Festival holidays, while continuing to the Lantern Festival, the entire Spring Festival this year, the market delay of half a month later than last year. 'A sales person in charge of the United States told reporters.' The week before the Spring Festival, sales reached the peak of all channels, sales year on year Soared more than 2 times.
It is worth noting that in addition to the second and third tier cities, during the Spring Festival this year, the rural market has become an important front for major home appliance enterprises and retailers. Apart from Haier, Gree, Changhong, Midea, etc., the marketing network will be accelerated to four or five Retailers such as Suning, Gome, Jingdong and Tmall also sank their channels and stepped up their expansion from offline e-commerce online stores to offline physical stores. By joining, directing, or cooperating with each other, , To promote the improvement of rural sales network.
On the eve of the Spring Festival, Haier, Changhong and many other home appliance enterprises all told the Securities Daily that the company has already renovated and upgraded the already covered rural physical stores in preparation for the Spring Festival and will also create various forms in the neighboring markets Content of the big shop, experience shop, improve the rural market in the proportion of total sales contribution.
War on manufacturers from the price war
Evolved into service, logistics dispute
In the appliance industry, serious homogenization of technology, brand diversification, intense market competition Today, the "price war" is no longer a standard to attract customers' attention, a variety of promotional forms dazzling. This year, appliance manufacturers and retailers promotion War has also been transformed from a price war to a service competition.
'No fight' has become the key word for the Spring Festival this year, appliance manufacturers and retailers to promote. Suning announced that during the Spring Festival to implement non-stop, the logistics is not outdated, customer service is not off the assembly line; Gome announced that nearly 1,600 stores across the country during the Spring Festival do not fight, and online Syncing up promotions interaction.
In the cat's 2018 'Spring Festival does not fight' period, its supermarkets, home appliances, home and other categories, as well as Tmall International will adhere to 'buy goods as usual, logistics as usual'.
It is understood that some home appliance manufacturers also provide on-site cleaning services during the Spring Festival.At the same time appliance manufacturers in the fierce competition in logistics services.Haier's logistics day and night is also declared Spring Festival does not hinder.
Rishun Shun stakeholders, before and after the Spring Festival 2018, Nisshin-Shun Logistics will be based on the user's order volume, troubleshooting of vehicle resources, co-ordination of staffing and storage resources allocation, the national logistics personnel, vehicles and other resources to optimize the rotation.
The United States also said that the Spring Festival will not be closed, and its air-conditioner products will be shipped and distributed as usual during the Spring Festival in 368 counties and 58 cities across China.
Prices rose into variables
Or re-trigger the depth of shuffling
Although the promotion policies of major manufacturers seem bustling during the Spring Festival, it is understood that in the sales channels, the price hikes of household electrical appliances in the Spring Festival this year are not significant, which is related to the continuous rise of the cost of home appliances in the past period.
Zhongyi Kang analysts said the price of home appliances is mainly affected by the cost of pressure on the side of bulk materials prices in 2016 and 2017 experienced two rounds of rising, directly pulled up the manufacturing costs of the enterprise.Artificial, logistics costs are also increasing. Most enterprises are difficult to digest the internal, so that cost pressures transmitted to the terminal, resulting in general price increases.
At the same time, the market structure has also changed in the recent year, which brought some new features to the consumer market in the Spring Festival this year.Unlike the earlier brand pattern, mainstream home appliance brands entered the e-commerce platform or self-built e-commerce businesses one after another in the past two years. However, with the advent of new formats such as retail, retailers and e-commerce have also begun to converge, and online brands are moving closer to offline and gradually returning to entities from e-commerce. As the structure of consumption improves, the mid-to-high end market of online and offline businesses starts to grow rapidly This allows physical stores sales in the Spring Festival this year, a substantial increase.
Appliance industry marketing expert Hong Shibin that: 'This year the overall pattern of consumption of home appliances market has changed consumer body more younger, pay more attention to quality of life and enhance the quality of the higher requirements, sales of high-end smart products are also gradually improved due to Most retailers implement the same online and offline pricing, and in physical stores, consumers can enjoy better experiences. As a result, the sales of traditional stores during the Spring Festival this year are also hotter than in previous years.
At the same time, the entire sales market, home appliance brand concentration is still further strengthened.
Data show that in 2017, in the field of white goods, Gree air-conditioning market share of 35.4% Gree, refrigerators Haier most advantage has a market share of 33.79%, Haier and the United States in the washing machine market (including Little Swan) share more than half of the share Occupy 32% and 29.5% .At present the basic white market has been dominated by state-owned brands.While in the black market, Hisense, Changhong, Skyworth, Konka, TCL accounted for more than Qi Cheng market share in the electric field, 2017 line Under the online market share of retail sales by the former AO Smith, Haier and the United States carved up, the three together accounted for the proportion of 78.62%, 79.15%. Wanhe, Fang too, the boss has kitchen and electrical enterprises have become related categories and The market leader.
Whether the cost of household appliances will continue to rise is still an uncertain factor in 2018. The rising costs have made it difficult to sustain the trend of price competition and manufacturers have to re-adjust their product lines to expand the share of high-end products. Continue to accelerate the market reshuffle, large enterprises will speed up the preemption of high-end discourse, a large number of SMEs or will be forced out. 'Industry analysts believe.