Gfk, a well-known big data statistics agency, recently released the monitoring data of the home appliance market in the first half of 2018. According to the data, the omni-channel market of the home appliance market in the first half of 2018 exceeded 200 billion yuan, and the offline channel retail sales accounted for 70%. Online channel.
According to detailed data, the overall growth rate of the domestic appliance market slowed down in the first half of 2018, and the growth rate dropped to 5%. However, with the perfect online and offline layout, Suning Tesco has a growth rate of 19% in the home appliance business. It is 45 billion yuan in retail sales, accounting for 22.5% of the omni-channel market share, and continues to lead the omni-channel home appliance market.
In the specific sales data, offline retail sales accounted for up to 70%, of which in the high-end home appliances sector of more than 6,000 yuan, the offline retail sales accounted for as much as 87%. The third- and fourth-tier cities have now become 6000 yuan. In the main markets of the above home appliance market, the growth rate of high-end appliances in the third- and fourth-tier cities in the first half of the year was as high as 10%, of which Suning’s sales in the third- and fourth-tier cities rose by 15%. With the overall high-end trend of the home appliance market, the consumption upgrade is very obvious. In the first half of 2018, sales of home appliances of more than 6,000 yuan accounted for 23% of the total market share.
In today's online shopping concept has been deeply rooted in the hearts of the people, the home appliance market with an absolute market share of 70%, the main reason is due to the implementation of the online and offline integrated sales strategy of the home appliance industry.
At the same time, the marketing concept of the new retail smart stores is also constantly developing. For example, Suning, which has the fastest sales growth in the past six months, although Suning’s online e-commerce platform has less influence than Ali and JD. The support of more than 5,000 Internet offline stores in the 2, 3, 5, and 5 cities has achieved seamless integration between online and offline. Consumers can use the online shopping method of offline delivery, eliminating the need for logistics time, dual-line integration. The advantages make Suning stand out in many appliance stores.
As the trend of consumption upgrading continues to develop, the consumer's consumption concept is also constantly improving. Especially with the implementation of the new retail strategy, the integration of online and offline markets will definitely become the future development trend. Today's home appliance market is only the beginning. , online services, offline consumption patterns will certainly spread to more fields.