Today, many consumers prefer 'online shopping', even household appliances commonly used in homes are no exception. How about the size of the home grid purchase market in the first half of the year? On August 2, the CCID Research Institute of the Ministry of Industry and Information Technology and the China Electronics News Agency In Beijing, the “Analysis Report on the Purchase of Power Grids in the First Half of 2018” was released, and the relevant data was revealed to everyone. It is understood that in the first half of 2018, the scale of the home grid purchase market reached 264.1 billion yuan, and reached a year-on-year growth rate of 22%. Compared with five years ago, the home grid purchase market has more than five times in the first half of this year!
On the other hand, the report also shows the market situation of home grid purchases. In the first half of the year, the concentration of the home grid purchase market has further increased. In terms of channels, Jingdong won the championship with a market share of over 60%, and the growth of the brand is mainly concentrated on domestic brands. Foreign brands are out of touch.
Get rid of the slow growth rate, home network purchases have gained rapid growth
The consumption figure has always been linked to the economy. The domestic economic level has been running smoothly in the first half of the year, and there is positive feedback on the consumer market. Under such a wave, the online shopping market has a clear growth trend. According to data from the National Bureau of Statistics, in the first half of the year The retail sales of the national physical goods online shopping market exceeded 300 million yuan, a year-on-year increase of 29.8%. Of course, as a member of the online shopping market, the home appliance market also gained a lot in the first half of the year.
According to the “Analysis Report on the Purchase of Power Grids in the First Half of 2018”, the ice washing and small household appliances have a very bright performance, with online growth exceeding 30%. In the first half of last year, the home grid purchase market appeared. Signs of slowing growth, but this year's online market re-energized, growth increased from 16.9% in the same period last year to 22%, showing that the home grid purchase market still has potential.
According to the data from the National Bureau of Statistics, in the first half of the year, the retail sales of domestic household appliances and audio-visual equipment reached 428.3 billion yuan. After the consumption of mobile terminals, the online shopping market for home appliances in the first half of the year was 148.1 billion yuan, with an average penetration rate of 34%. .
Online shopping appliances generally increase the growth of small appliances market
Compared with the offline market, the home appliance market showed an upward trend in the first half of the year, and the gap between the two has further increased. For example, in the air-conditioning industry, the online market is arrogant, and the retail sales and retail sales have increased by 44.3%. And 41.1%, offline retail sales and retail sales increased by only single digits. Refrigerator online market retail sales, volume increased by 34.3% and 13.5%, washing machine online market retail volume, the amount of increase also reached 32.3% and 19.9%. Compared to the slowdown in the offline market, the online market is clearly more advantageous.
Among all household appliances, the color TV market is the most mature and the fastest. The first half of the year, the color TV market has a lot of competitive pressure, so the results are not ideal, but its sales growth is mainly due to Online market. According to statistics, in the first half of 2018, the retail volume of color lines on the market increased by 17.79% year-on-year, and the retail sales increased by 4.6%.
In some small household appliances and emerging home appliances, the online market has shown considerable strength. For example, in the field of vacuum cleaners, the online retail sales have reached twice the offline market. The online retail sales of sweeping robot products have reached 8 times the offline market.
The online e-commerce pattern is still the same. Jingdong occupies more than half of the country.
After Ma Yun first proposed the concept of new retail, the retail industry began a new reform. The capacity and interaction of the mid-line and offline markets in the first half of the year and the scene consumption have become a new direction of change within the industry.
In the face of this wave, Jingdong, Tmall, Suning and other online channels have started to adjust the internal organizational structure to cope with the comprehensive reform of the new retail. On the other hand, the e-commerce platform has further deepened the layout of the offline market.
According to the "Report on the Purchase of Power Grids in the First Half of 2018", the e-commerce platforms such as Jingdong, Tmall, and Suning all experienced significant growth in retail sales in the first half of the year. Jingdong occupies 60.5% of the share of home power grid purchases. Half of the market is in the market, while Tmall and Suning occupy the majority of the remaining market with 28.3% and 10.1% respectively. For consumers, Jingdong, Tmall, Suning and other e-commerce platforms have cultivated relatively solid users. Word of mouth, other e-commerce platforms are unlikely to get an opportunity in the first half of the year.
High-end products become the main force of consumption upgrades
The improvement of consumers' living standards is not only reflected in sales, but also in the average price of products.
According to the data in the "Home Network Purchase Report", in the first half of this year, the growth rate of home appliance retail sales was higher than the increase in retail volume, and the unit price increase trend was significant. In the home appliance category, the average online price increase of refrigerators reached almost 20%. The average online price increase of washing machines has also reached 12%.
Consumer demand is increasing day by day. In particular, the price range of popular product prices has changed. The fastest-rising price range in the air-conditioning market is 5,000--6,999 yuan, and retail sales and retail sales have both increased by more than 50% year-on-year. The fastest growing price range for retail sales was 4,500 yuan - 6499 yuan, a year-on-year increase of 129.54%, and retail sales increased by 89.97% year-on-year. In addition, the volume of large-volume refrigerators with a capacity of 281 liters or more accounted for 31.57%. The retail sales reached 52.52%.
Some emerging home appliances have also been well developed in the online market, such as water purification equipment, new microwave ovens and other products, which have achieved large sales volume at high prices. Small household appliances have wireless vacuum cleaners, negative ion hair dryers, beauty products. Products such as instruments have won the unanimous love of consumers.
According to the "Analysis Report on the Purchase of Power Grids in the First Half of 2018", the sales volume of household appliances with a unit price of more than 3,000 yuan in the first half of the year increased by 7% to 37%. From the consumer shopping preferences, it is not difficult to see that China is now The home appliance industry is in the midst of an upgrade to a high-end.
Foreign brand advantage is no longer Chinese brand dominates online
In terms of brand share, the "Agricultural Power Purchase Analysis Report for the First Half of 2018" shows that Gree, Aux, Midea and other Chinese brands have occupied the first echelon of the online air-conditioning market, accounting for more than 75% of retail sales. Among the top ten brands in the market, there are only 1 foreign brands. In the online color TV market and the washing machine market, domestic brands have already occupied almost 80% of the market. In comparison, foreign brands are responding to the hot online shopping reaction. Slower, it also shows a tendency to fall behind.
In the "Analysis Report on the Purchase of Power Grids in the First Half of 2018", it is mentioned that in the first half of 2018, the top three traditional online money makers are Chinese brands. In the refrigerator products, Siemens has no advantage. Samsung, LG and other Korean brands are TV products are also weak, both sales and sales fell.
The reason for this is that the “Analysis Report on the Purchase of Power Grids in the First Half of 2018” pointed out that foreign brands are 'aging' serious, and consumers' perceptions of brands such as Siemens, Samsung, and LG are no longer representative of high-end products. The slow internal decision-making of foreign brands and the excessive reliance on offline sales channels have made them unable to make some decisions in the highly developed market of China's online market, so they are becoming more and more 'weak'.
In this conference, in addition to the relevant data on home grid purchases in the first half of the year, the organizers also selected the '2018 China National Grid Purchase Popular Brand/Product Award' based on the analysis data provided by the government authorities and research institutions. At the same time, in order to encourage high-end home appliances, it also selected the '2018 China National Grid Buying High-end Products Supreme Award', including Haier, Midea, Gree, Hisense, TCL Air Conditioning, Vantage, Wanhe, Chigo, Oaks, Jinghong, Dasong, etc. The brand has won an award.
