Since the birth of 6·18, the Chinese Home Appliances Carnival has become the shopping habit of 1.4 billion Chinese people. This year is no exception.
Explosive products, favorable prices, consumers ushered in another feast of the home appliance industry. Since the opening on June 1, Jingdong home appliance sales have continued to reproduce the incredible '618 phenomenon', all categories broke out , The entire Red June Jingdong household appliances continued to sell.
The difference from previous years is that this year's 6·18 changes quietly from brands, vendors, and channels to cater for new consumption and the arrival of new retail models. Behind the series of data, the home appliance industry should think carefully. How can the road go better?
High-end products force companies to increase R&D investment
Consumption upgrade is a hot term in the past two years. In a narrow sense, the rise in prices is one of the typical features of consumption upgrade. According to JD.com’s home appliance data statistics, under multiple favorable conditions, this year’s June 18th promotes the adoption of smart TVs. In the outbreak, the amount of two-minute sales was RMB 100 million. The symbol of traditional high-end TVs is that 55-inch products are broken in five minutes, creating another record in the history of Chinese TV retail. This means that traditional high-end products are Entering the vast majority of ordinary families, quite a bit old Wang Xietang Qian Yan, flew into the meaning of the homes of ordinary people. Refrigerator, air-conditioning and other large products trend is similar to television.
However, it is well known that prices cannot be simply equated with quality. A careful analysis of the big data of JD.com household appliances is not difficult to find the top manufacturers. Their main TV products all have their core technologies. Sony's TV sales reached three times the same period last year, Sharp emerged on the 18th, and 'Net Red' 60-inch 4K explosives created a new record of 618 TV models.
The white power market is also showing a similar situation. Midea, Haier, Gree, Oaks and other companies are all leading players in the industry. They all attach great importance to R&D. The explosion products introduced by the company have international leading core technologies. Therefore, in 6·18 In the big promotion, we maintained our leading position in the overall sales of all categories of home appliances. Among them, Oaks Red’s June sales hit a record high.
The data that people give to people in 6.18 is worthy of deep thinking by every manufacturer. After consumers discard price sensitivity, they can really touch them with only leading and practical technologies. If they can't keep up with this trend, they will still indulge in OEM. For OEMs, earning short-term profits may be eliminated by the market. On the contrary, technological advantages will further help the head-effects to reach their full potential. This will give manufacturers more profits, but will also force manufacturers to continue to invest in and innovate products.
High-end service standards promote industrial upgrading
Do not forget the beginning of the heart, we must always. When we review the history of home appliance retail development, it is not difficult to judge the quality of service, excellent shopping experience is the consumer quickly from the offline channel 'passionate love', the transfer of Jingdong home appliances is an important factor one.
After years of intensive cultivation, in February 2017, the CCID Research Institute of the Ministry of Industry and Information Technology released the “Analysis of Home Grid Acquisition in 2017”, which shows that JD.com has become the largest domestic appliance with the largest omni-channel The retail channel consolidates its status as the largest omnichannel consumer electronics retailer online and offline.
Service is one of the decisive factors for JD.com's success in home appliances. From the 7 days no reason to return to the 36 U.S. consumers promised Umbrella program, 30 days price protection, 30 days quality issue return, 180 days quality issue replacement, after service On the other hand, Jingdong Electric Appliances has always led the industry. This has also forced the whole household appliance industry to reflect on and upgrade its own service system. On the one hand, it is able to match the high standards and requirements of Jingdong Household Appliances; on the other hand, service upgrade is also an important component of consumer upgrades. In part, if it fails to meet consumer's actual consumer demand, the brand faces the risk of being eliminated from the market competition. This point, many home appliance companies have used their own bankruptcy and liquidation, withdrawing from the Chinese market and other tragic acts, leaving a worthy reflection. The opposite case.
The upgrading of the home appliance industry relies on the promotion of the entire industry. Jingdong Home Appliances is behind the scenes. In addition to providing top-notch services to consumers, Jingdong Home Appliances also focuses on manufacturers. More than a decade of Internet business operations, Big Data Management, Jingdong Home Appliances has accumulated a large number of valuable retail operations experience and service capabilities, including the most dynamic member operating system, the most extensive marketing network, complex SKU management system, efficient logistics service capabilities and a series of For the B-side valuable service.
Through the empowerment of JD.com's big data on home appliances, manufacturers can produce and stock products for consumers' images in advance, and use highly targeted marketing methods to maximize production empowerment and sales support.
Jingdong Home Appliances now fully open these 'capabilities' to its suppliers partners, become a retail infrastructure for empowering partners, provide brand owners with full-scene coverage, full transaction links, open architecture solutions, and the entire home appliance industry. Sharing the resources and capabilities of JD.com undoubtedly promoted a major step in the upgrading of the home appliance industry. Once again, it was at the forefront of the industry.
Unbounded Retail Promotes Omni-channel Integration
Liu Qiang Dong once said that the next fourth revolution will not be retail, but rather the retail infrastructure. The retail infrastructure will become extremely plastic, intelligent and collaborative, promoting the era of 'unrestricted retail'. , To achieve cost, efficiency, experience upgrades.
Indeed, after realizing online and offline preferential shopping and high standard services, what else do consumers need? Is it ubiquitous marketing, accurate delivery? Not necessarily. Consumers need seamless online and offline connections. Channels are immersive consumer experience services.
Offline experience, enjoy online shopping discounts and after-sales service, and even enjoy the logistics Xiaoge home delivery, is likely to be one of the most common consumer scenes in the future of unbounded retail. In view of this, JD.com Appliances will have channels since 2013. Sinking as its own core strategy of the year, efforts to enhance the offline experience of consumers. As of now, Jingdong home appliance stores have exceeded 10,000, covering the country's 3-6 lines of towns and villages, covering 2.5 townships and 600,000 administrative villages. The goal of development is to exceed 15,000 this year.
In addition, JD.com’s offline channel construction work also cooperated with numerous brands and offline channels. Following the grand opening of the TCL JD.com home appliance experience store in May, Changhong Meiling, Shuaikang , Kangbao, Renni, Gengyuan and other home appliance brands have successively opened dozens of stores. This is a brave attempt of the home appliance industry. JD.com has played a more important role as a service platform, while brand owners have a full range of JD. As a management capital, it can achieve a real strong combination. In addition, JD.com has also cooperated with five-star offline channel distributor, Wuxing, to open the first unbounded retail experience store in Luoyang, allowing consumers to enjoy 6·18 online. carnival.
The omni-channel integration is not just a plan on paper, but it is actually being performed in our lives. With the full sinking of JD.com’s home appliances, manufacturers will further expand their user base and sell products to more consumers. Appliance industry's full upgrade.