'The domestic appliance market from January to May this year is like the weather in Chongqing. It was chilly in summer.' Funny.
The domestic appliance market has been unfavorable this year, and the entire industry is facing a 'stall' crisis. Only a few products such as freezers, water purifiers, and dishwashers have continued to grow. TVs, refrigerators, washing machines have continued to decline in the offline market, and online channels have grown faster. It is also slowing down.
Peng Baoquan, chairman of the China Household Electrical Appliances Business Association, said that in the first half of this year, due to the weak real estate market and a serious shortage of new consumer demand, the downward trend was very clear and the situation was very severe. The overall home appliance distribution industry in China is facing enormous challenges.
How China's home appliance retailers emerge from the shadow of the 'stall' crisis and actively embrace the new retail trend has become the focus of attention in the industry.
'There are many new changes in the retail industry today.' Wen Jianping said that the traditional retail business is accelerating fission, channels become fragmented and decentralized. The home appliance chain is transforming into suburban hypermarkets, and department stores are transforming into experiential stores. Online The combined member e-commerce business developed rapidly. At the same time, there emerged new channels such as home improvement channels and social e-commerce. Plus, the center of gravity of the industry is from channel to king to product king. Therefore, the industry status of channel providers is declining.
Wen Jianping believes that building an omni-channel model that integrates online and offline will become the direction of change for home appliance retailers. The e-commerce operation model needs to be re-sorted and upgraded. Flat offline channels and online and offline integration are three key points. .
In the process of optimizing the operation model of e-commerce, Wen Jianping suggested that traditional retailers must seize the two key points of product and pricing, and should not focus on low-priced products by 50% to 60%, but rather differentiate products. Use online traffic bonuses to increase online customer conversion rates.
At the same time, offline stores need to be digitized and reconstructed. The key is to build communities and socialize, spread, and establish new marketing potentials. At present, 80% of consumers will use mobile phones to check information before they buy things online. In the future, consumers will change online and offline more frequently, so achieving online and offline integration is the ultimate direction.
This year, Jingdong Home Appliances quickly opened stores online, Ali developed new retail, and Suning did smart retailing, which all reflected the trend of deepening online and offline integration. However, Wen Jianping focused on the inspiration from the rapid rise of 'Fighting many'. He It is believed that Pinto has developed 300 million users in just three years, and it has proved that the social e-commerce business is actually existing through the low-cost detonation of groups that have not used e-commerce in the 3rd or 4th line. 'Emotional endorsement, creating explosive funds, shortening The supply chain, from 'person looking for goods' to 'buying goods to people', is the experience of the rise of many people.'
On the one hand, the home appliance market is sluggish. On the other hand, e-commerce platforms such as Alibaba and JD.com have accelerated their penetration into the offline market. What are the outlets for the regional electrical appliance chain? Representatives of the household electrical appliance industry at the meeting believe that the value-added services do not depend on earning a wholesale price difference. The way out of the chain.
Li Huagang, vice president of Haier Group, chief marketing officer, believes that although there are new businesses such as no one shops, 'no shop will not last long' because users need interaction and warmth. Hisense General Manager Jia Shaoqian also believes that there is no shop It only solves the physiological needs and cannot satisfy the user's psychological needs. Therefore, as long as the offline channel constantly optimizes the product structure and quality, it will still have a lot to do in the future.
According to Wang Xinliang, group user and marketing director of Midea, no one shop has been very hot in the past two years, and now the heat is cooling down. It is an expression of new technologies such as face recognition and mobile payment at the retail level. Actually, now online, The offline has become integrated. From the information reach, purchase, payment to delivery, the entire purchase process of consumers has been difficult to distinguish between online and offline. Therefore, the most important thing for the retail industry is to return to the essence - to the consumer. Provide goods and services and create value for them and the entire value chain.
In fact, regional chain stores are constantly exploring in this area. Remodel the stores into lifestyle promotion halls, enhance the experience of the stores, take in coffee, watch movies, listen to music, learn baking and other scenes, and integrate into home appliance stores.
'I give you a sure-footed pill. The physical store below the line is still the most important battleground in China's retail industry. Regardless of whether it is now or in the future, the physical store has to be the same. The key is to do a good digital transformation.' Wen Jianping said.