The 2008 Beijing Olympic Games has been in the blink of an eye for the past ten years. From 2008 to 18 years, the life of the Chinese people has changed dramatically. The home appliance industry, which is closely related to people's lives, has also undergone a qualitative change. This decade is not only a change in the home appliance industry. Ten years, it is also a decade of home power grid purchase development.
Recently, the CCID Research Institute of the Ministry of Industry and Information Technology, China Electronics News published in Beijing the "Analysis Report on the Purchase of Power Grids in the First Half of 2018". The report shows that in the first half of 2018, the scale of China's B2C home grid purchase market (including mobile terminals) reached 264.1 billion yuan, up 22% year-on-year, five times that of the first half of 2013. In the case of a slowdown in the overall market for home appliances, the online market has remained strong in these years and has become the driving force behind the overall market. .
The reason why there is a boom in the current home grid purchase, but also due to the 2008 e-commerce rookie Jingdong Mall CEO Liu Qiangdong is determined to start the appliance business. Although the decision was not optimistic about the industry at the time, even asserted that it will not succeed, However, it turns out that the home grid purchase model has been recognized by the industry and consumers, and the '815' in 2012 ushered in explosive growth. The home grid purchase report shows that in the first half of 2018, Jingdong accounted for 60.5% of the market. Once again, the pattern of 'one pole and two strong' in the home grid purchase market has been maintained. This is already the third consecutive year that Jingdong has led the market with a share of over 60% since 2015.
Recall that ten years ago, home appliance brand sales can only be sold offline. Consumers can only buy goods online. At that time, household appliances consumption was basically what the brand produced. What is the store, what consumers buy, it is relatively passive. Consumption. Because of geographical limitations, information limitations and unidirectionality, offline channels cannot become a link between brands, consumers and markets, and production terminals cannot understand consumer demand and market saturation. It is easy to cause over-production and inventory problems; Similarly, the product can not solve the pain point and also consume the consumption power, so the home appliance market is under the monopoly of the channel under the monopoly environment.
The emergence of power grid purchases today is the end of the market's one-way breakout, and it has become a deep development under the integration of online and offline. First of all, from the perspective of product display, the booth mode of the store era has limited product display. The basics are all the main push, can not take care of the brand's full range of products, consumer choice is also very limited. E-commerce model is not bound by the venue and area, can be divided into categories, sub-functions, price points Displaying the full range of products, this not only increases the exposure of the brand's products, but also allows consumers to directly find the sub-products according to their own needs when purchasing, and better reach the target audience.
Then there is feedback on the information and data generated by the consumer behavior. Unlike the store that cannot systematically collect consumption information and feed it back to the market, the data generated by the home grid purchase can connect consumers and producers, and Jingdong as the preferred platform for home grid purchase can record Consumer behavior, analyzing consumer preferences, is undoubtedly the largest 'database' in the home appliance industry. Through the advantages of Jingdong Home Appliances to open data to the industry, home appliance brands can understand market demand and adjust their product development, production, and delivery. Initiatives, ultimately providing consumers with products that address their needs.
This competition in the same starting line in online shopping avoids the local protection or brand protection issues in the physical era, allowing the truly powerful brands and products to enter the market, which is conducive to the performance upgrade of home appliances and the healthy development of the entire industry. Under the general trend of O2O integration, in recent years, not only traditional brands and products are undergoing Internet transformation, but traditional channels are also exerting in the online market. As shown in the home grid purchase report, except for Jingdong, Tmall, Suning also won With a 10.1% share, and Tmall share the remaining 40% of the market.
At the same time, Jingdong, which started the e-commerce business, has already vigorously developed offline stores. Just as Liu Qiangdong said at the China E-Commerce Conference, Jingdong has been Internet-based from the first day, through the establishment of a large number of warehousing, Logistics facilities, operating themselves in a heavy asset model, in the true sense, Jingdong is actually a physical enterprise.
Especially from the perspective of home appliance business, in the 3-6 line township rural market, from the Jingdong help service store in 2014 to the Jingdong home appliance store now over 10,000 homes, the channel of Jingdong home appliances sank the rural market that was originally blocked. Standardization of distribution and after-sales and product quality, so that consumers across the country can buy high-quality and cheap genuine home appliances. For the majority of rural consumers, not only the changes in household consumption habits, but also the right to fair consumption can be realized. In addition, in order to let consumers feel the immersive home appliance consumption experience, the experience store of the main 1-2 line city is also accelerating.
At present, Jingdong's heavy asset model is driving the consumption upgrade of China's 1-6 line home appliance market, and home grid purchase has become a consumer privilege for non-replicable Chinese. This year's '815' has begun, at the time of home power grid purchase for ten years , Jingdong home appliances will have any performance, it is worthy of attention.