In the era of the turbulent mobile Internet, the impact of e-commerce on the traditional channels of the home appliance industry is intensifying. On the one hand, e-commerce companies led by Jingdong and Tmall are swallowing the share of the overall home appliance market. Take 618 this year as an example. In 8 minutes, it broke 2 billion yuan, and air-conditioner sales reached 500 million yuan in 3 minutes. In the home appliance market, where the growth rate is slowing down, the share of e-commerce platform and traditional home appliance channel has a long-term relationship; on the other hand, e-commerce platforms are in abundance. Entering the rural market, online and offline integration will bring better services and experiences to consumers. The rapid spread of their outlets is also testing the ability of traditional home appliance channels. So for traditional home appliances channels, the outlets of e-commerce lines Is the laying of a wolf really coming? Faced with fissile growth of Jingdong Appliances, Village Amoy, Suning Tesco Service Station, is the traditional home appliance dealer ready?

The number of outlets under the e-commerce line is growing rapidly

In recent years, the e-commerce online shopping platform represented by Jingdong Home Appliances has quickly grabbed the position of the main force of home appliance retailing. The latest 2017 “Grid Power Purchase Analysis Report” from the CCID Research Institute shows that e-commerce online shopping has occupied 20% of home appliance retail sales. The share of Jingdong Home Appliances ranks first in the channel with a market share of 60.8%. In the context of the continued sluggishness and contraction of traditional home appliance stores, JD.com is pushing the construction of Jingdong Home Appliance Store under the trend, and will also be this year. Test the Jingdong home appliance city super experience store.

In 2018, Jingdong Home Appliances will continue to promote Jingdong Home Appliance Store as the main channel for expanding the 4-6 line and the rural market. It plans to increase the number of stores to 15,000, and sales will increase five times compared with 2017, covering 100% of the country's counties. In the strategic upgrade announced by Taobao in rural Alibaba on June 21, the Tmall Superior Service Station will cover 1,000 counties and 150,000 villages in the next three years; Suning announced its efforts in the rural market in 2015, within 5 years. It will build 10,000 e-commerce service stations across the country, and the expansion speed of e-commerce online is beyond our imagination.

Not only is the number of stores fissile, but the e-commerce platform offline outlets have a stronger advantage in the service experience. Taking Jingdong home appliance store as an example, the Jingdong home appliance store adopting the cooperation mode is different from the traditional business model. Shops, shop owners do not need to invest in stocking, logistics and installation, but use the method of valet order to complete the transaction on the Jingdong Mall online, and rely on the Jingdong help service store for distribution and installation, to 'light assets, all products Class, customized product pool, one town, one store, financial services' 5 major advantages, providing full tracking and worry-free service for franchisees, is a typical example of 'unbounded retail'. Ali is committed to building rural Taobao into marketing , sales, logistics, service four-in-one 'upstream channel system'. Obviously, Jingdong home appliances, rural Taobao in the service experience has widened the gap with traditional home appliance channel providers.

Ren Huakai, general manager of Changhong Air Conditioning Domestic Marketing Company, pointed out: 'The offline channel of e-commerce platform is diluting the amount of traditional home appliance channels.' And Yan Xiaobing, senior vice president of Jingdong Group and president of Jingdong Mall Electronic Entertainment Group, also said , 'Can't say that many traditional home appliance stores in the market will die, but they will definitely be shuffled.'

Can't use the ten years ago to make the market

Rural e-commerce has quietly risen, setting off a new revolution in the market of Guangyu Township. How do air-conditioning manufacturers take over, whether it is driven by manufacturers or spontaneous changes of the business, the marketing model of air-conditioning channels is quietly changing. Hebei Langfang Yanjiao Julong Appliances chose a road of information sharing, making full use of information tools to cater to the high-speed development of this mobile Internet.

Zhang Yinlin, general manager of Julong Appliances, faced the changes of the times and the market. He said: 'Now it is impossible to use the ten years ago to do the market.' It is reported that Julong Appliance is applying for a high-paying technology enterprise, mainly through hardware and software upgrades. Establish dealers' information flow and logistics sharing. Zhang Yinlin said: 'In the future, dealers in the region share 'one dish', information sharing, intelligent logistics and distribution, and save money on the basis of convenience.'

This operation of Zhang Yinlin broke the traditional mode of traditional dealers, established a unified platform, real-time sharing of supply and demand information, opened up more demand sources and business opportunities for each dealer, and at the same time distributed collaborative operations to maximize the use of logistics resources. But this also brings a question, whether information sharing will destroy different brands, different dealers' original sales rules and models. Zhang Yinlin's attitude towards this is very firm: 'As long as 20% of the head customers can join in. , aging dealers will be eliminated. '

When the domestic appliance market grows into a bottleneck period, when online and offline competition is fierce, when the Internet penetrates into the era of all aspects of our lives, Zhang Yinlin, general manager of Julong Appliances, the 85-year-old home appliance person with his keen business experience And the courage to change the character, began to actively embrace the Internet, in the past two years to expand the scope of business to build smart home, high-end home appliance experience store. And the establishment of dealer information sharing platform, this is a bold attempt, as he said: 'Industry needs a way out, the market is still very promising.' The opportunities and challenges of the fast-moving mobile Internet era coexist. In the vast home appliance market, there are more traditional dealers actively seeking change, actively looking for opportunities and breakthroughs, home appliance industry and channels. The pattern change is therefore more abundant.