What could an internet company bring for the real economy? Someone might have said that they are in a balance, but with the integrated development of online and offline markets today, the relationship between the two has not been separated. What's more is a relationship of mutual advancement.
At the China E-Commerce Conference on May 29, Liu Qiangdong said in a speech that from the first day, JD.com was realizing the Internet in the real economy, and by establishing a large number of warehousing and logistics facilities, he would manage his assets in heavy asset mode. In a complete sense, JD.com is actually an entity company. Liu Qiang Dong also gave an example. In 2008, Jingdong entered the home appliance industry. In 2008, the net profit rate of Chinese home appliance brand manufacturers was less than 1%. In that year, the net rate of chain stores selling electrical appliances was More than 6%. After the emergence of the online appliance market, the current home appliance brand's net margin is already close to 10%. This is exactly what the home appliance manufacturers before and after the home appliance channel changes.
Just two days later, on June 1st, it happened to be the first day of Jingdong 618. From the fact that JD.com's home appliance 'break 6 billion in 6 minutes', it really gave home appliance real economy a booster. Jingdong Platform Statistics The data shows: From 0 o'clock, sales of air-conditioning products broke through 100 million yuan in 37 seconds, sales of ice-washed products exceeded 100 million yuan in 43 seconds, and sales in television categories exceeded 100 million yuan in 2 minutes... As you can see, along with household appliances With the renewal boom, consumers have a huge demand for home appliances.
In fact, the pace of development of home-based power grid purchases is well-known, and from the proportion of home appliance manufacturers in the cooperation channels in recent years and the overall market conditions, the online market is a strong driving force for industry growth: CCID Research, Ministry of Industry and Information Technology According to the home network purchase analysis report released by the hospital every year, the penetration rate of online shopping in China’s home appliance market was 19.95% in 2016, and the penetration rate of home network purchases in 2017 increased to 26.5%, which was announced by Ovid Cloud Network from January to April in 2018. The overall performance report also shows that the penetration rate of home grid purchases has reached 29%. Of these, although Jingdong was only introduced into the home appliance market in 2008, but according to the analysis report of the home grid purchase of the CCID Research Institute of the Ministry of Industry and Information Technology, Jingdong has been running for three consecutive years. With a share of over 60%, the home grid purchase market ranks first, and by the end of 2016, it will become the largest home appliance retailer in the omni channel.
The rapid development of home-grid-grid purchases not only brings tremendous changes to consumers, but also changes the industry. For example, traditional home appliance promotion festivals have been concentrated in the May 1st, 11th, these two time points, in recent years, at 618, 815, 11.11, etc. With the rise of the e-commerce festival, more and more consumers and businesses have devoted their energy to these new festivals. In May 18th, China's home appliance consumption trend analysis report showed that sales of home appliances were significantly diverged during the May 1st period. Than 618, 815, 11.11 no longer have advantages. So, 618 to replace the 51 became the appliance industry's mid-year festival, and Jingdong home appliance's battle report data is undoubtedly reflects this trend.
It is worth noting that in the demand volume, we can also see that high-end, smart, and improved home appliance products are increasingly favored by consumers. From the perspective of traditional large appliances, such as the impact of the Russian World Cup, Jingdong TV Sales not only exceeded 100 million yuan in 2 minutes, and 80% of the TV products sold in one hour from the age of 0-1 were all 4K smart products. In addition, sales of mid-to-high end TVs with 55 inches or more were the most fierce. The 55-inch TV achieved a record of five minutes. It can be seen that as people's requirements for viewing experience increase, the senses and content become more concerned about the consumers when they purchase TV products. At the same time, high-end, intelligent products Become the first choice for consumers to change TV.
Sales in the two hours before the door-to-door refrigerator surpassed last year's full day on the 1st, and the air-cooled door-to-door products are more popular. It can be said that the demand for refrigerators has been upgraded from the earliest simple refrigeration storage to the current health preservation. , Air conditioners are also sales of inverter energy-saving products with rapid growth. The proportion of first-class energy-efficient air conditioners exceeds 40% for the first time. All this shows that the home appliance industry has moved from traditional basic household appliance consumption to the pursuit of quality and healthy upgraded home appliances consumption. .
In addition to the traditional large appliances, kitchen and bathroom products that can save time, reduce labor, improve people's quality of life, and protect all kinds of small home appliances have gradually become just-needed products. Jingdong platform statistics show that high-end smoke stove products sell for more than half an hour. 20,000 sets; Dishwasher sales for the first 2 hours exceeded all days on the 1st of last year; sales of the small appliances in the category of beauty appliances last year increased by more than 5 times compared to last year; kitchen small appliances microwave ovens, pressure cookers, 1 hour before the rice cooker The sales volume exceeds 30,000 units. It is easy to see that in the continuous expansion of consumer demand for different home appliances, the home appliance market segment is also expanding and standardizing. Emerging, the consumption of new home appliances is being refined and functionalized. , Specialization, brand transformation.
It can be said that the sales situation of each home appliance category can reflect the trend of industry consumption upgrade. The online market is becoming an important battlefield for consumer electronics upgrades. Jingdong is currently the largest home network purchase platform (Source: Ministry of Industry and Information Technology, March 2018). The CCID Research Institute released the “2017 Grid Acquisition Analysis Report”, which accounts for 60.8% of the Jingdong Line. It is becoming the preferred cooperation channel for home appliance brands to create high-end markets. As mentioned above, JD.com is not a single online platform. It has set up warehousing and logistics centers nationwide, and in the past two years, it has accelerated the development of offline stores such as JD.com's home appliance stores and branded experience stores that are used in conjunction with brands.
In other words, JD.com’s home appliances don’t just give support to brand owners from online platforms. The establishment of offline stores is also a measure to reduce the cost of brand owners. Equivalent to JD.com’s Home Appliances brand to deliver products to all levels of cities and rural markets in rural areas. The brand owners themselves explored the time and capital investment in similar remote areas.
More importantly, the consumption upgrading of the household appliance industry should benefit the whole country and the whole country. The spread of Jingdong home appliance stores is opening up the country's 3-6 line cities and rural markets. Consumers can also feel the benefits brought about by the upgrading of consumer electronics. Jingdong Electric Appliances said that it plans to open 15000 stores this year, covering 100% of the county's counties, which will drive the development of household appliances at all levels; in addition, the main 1 -Experience shops in the second-tier cities are also accelerating, aiming to provide consumers with a fully immersive consumer electronics experience.
From this point of view, it should be said that the channel-integrated business model of 'offline offline + online transactions' boosts the continuous growth of the online appliance market, and it is also the specific implementation of Jingdong’s heavy asset model that has driven the upgrading of the national 1-6 market. reflect.
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