With the cooling of the real estate market, the high growth trend of China's home appliance market has gradually declined. Since the beginning of this year, urban renewal market and rural new market have become a new growth space for the home appliance market. At the same time, quality, intelligence, individualization, and diversified consumption characteristics are prominent. High-end products have become a new driving force in the home appliance market. Leading companies have begun to actively explore online and offline collaboration to create smart retail models.
On August 10th, the “2018 China Household Appliance Industry Semi-annual Report” hosted by the China Household Electrical Appliances Research Institute and the National Household Appliance Industry Information Center released a news report. The size of the home appliance market reached 421.3 billion yuan in the first half of the year, up 9.7 percent year-on-year. %.
Since the beginning of this year, the urban renewal market and the new rural market have become a new growth space for the home appliance market, which has kept the 'temperature' of household appliances consumption. At the same time, with the '90s', the population has gradually become the main consumer, quality, intelligent, personalized. The characteristics of diversified consumption are highlighted, and high-end products have become the new driving force of the home appliance market.
According to the report, in the first half of the year, the retail sales of color TVs of 65 inches and above accounted for nearly 10%, which was doubled compared with the same period of last year. The sales of color TV products equipped with 4K, OLED, quantum dots and artificial intelligence all showed strong growth, highlighting consumption. For the favor of high-end products.
At the same time, consumers are more inclined to choose diversified, energy-saving, intelligent products, for example, large wind pressure has become another big selling point of range hoods, and the proportion of smart hoods equipped with screens is also continuously improved; The proportion of stoves exceeds 50%; the market share of embedded kitchen appliances with APP, remote control and intelligent cloud menu accounts for 32.9%.
At the same time, with the increase in online retail penetration and the optimization of professional e-commerce in logistics, distribution, installation, after-sales service, online and offline markets are accelerating integration, more and more home appliance manufacturers are strengthening and e-commerce Platform strategic cooperation to increase online market share.
The report shows that in the first half of the year, the online home appliance market reached 140.9 billion yuan, a year-on-year increase of 32.8%, continuing the high-speed growth trend. However, the offline channels still have absolute weight. The report shows that the offline home appliance market in the first half of the year reached 280.4 billion yuan. The year-on-year growth of 0.9%. Online platforms have strengthened the layout of offline channels, and the value of offline retail stores is being re-evaluated.
Wang Xuhua, deputy director of the Integrated Business Department of China National Light Industry Association, said that with the advent of the era of quality consumption, consumers are increasingly demanding shopping experience and after-sales service. At the same time, with the continuous exploration of new retail and O2O models, The next experience is more and more important, and interactive scene marketing is gradually increasing. Enterprises are paying more and more attention to improving user experience and enhancing user stickiness.
In the new market form, the leading enterprises of home appliance chain began to actively explore online and offline collaboration, create a smart retail model, and break the market bottleneck by integrating online and offline superior resources. Take Suning as an example, by integrating advantageous resources, product sales are more On the last step. In the first half of China's omni-channel home appliance sales, Suning Tesco sales share reached 21.1%.
The report also predicts that China's home appliance market will show steady growth in the second half of the year. The market size is expected to reach 858.6 billion yuan, up 8.0% year-on-year. The proportion of new demand in total demand will increase significantly, becoming an important 'insulation' for home appliance consumption. At the same time, high-quality, intelligent, differentiated and emerging home appliances that can further improve the consumer experience will become a new driving force for market growth.