On August 2nd, the CCID Research Institute of the Ministry of Industry and Information Technology, China Electronics News published the “Analysis Report on the Purchase of Power Grids in the First Half of 2018” in Beijing. The report shows that in the first half of 2018, China’s B2C home grid purchase market (including mobile terminals) With a scale of 2641 billion yuan, the online growth rate has risen again in the case of a slowdown in the overall market for home appliances. The new online retail market has brought the online shopping market to a new high. At the same time, in terms of brands, foreign brands are becoming less and less. The advantages of Chinese enterprises have further expanded, leading the online market.
Consumer upgrades boost online product sales
The integration of the digital economy and the real economy has effectively promoted the supply-side structural reform. The household grid purchase market has experienced an obvious upgrade in consumption, and the average price of household electrical appliances has increased significantly. The “Home Power Grid Purchase Report” pointed out that in the first half of 2018, as a net purchase of physical goods Representative categories, home appliances and mobile terminal products are more active online, and the role of the consumer market is further enhanced. Most home appliances such as air conditioners, refrigerators, washing machines, and small appliances have grown more than 30% online, higher than national retail sales. The average growth rate. While the market scale continued to expand, the grid's growth continued to increase. The average growth rate increased from 16.9% in the same period of last year to 22% this year, an increase of 5.1 percentage points year-on-year, and sprinted to the new sales peak.
The online market often leads the sales of emerging products. The “Home Grid Purchase Report” shows that the sales of high-priced unit price products such as online water purification equipment and new microwave ovens have been significantly improved. The wireless vacuum cleaners, negative ion hair dryers, beauty instruments, etc. Hot sales. Statistics show that in the first half of 2018, the sales of household appliances with a unit price of more than 3,000 yuan increased by 7% to 37%. With the improvement of people's consumption level, higher requirements for product quality, China's household appliance industry Enter a new stage of structural optimization, product upgrades, and quality improvement.
Online and offline integration drives new retail formats
In the first half of 2018, the retail business transformation showed that online and offline integration, scene consumption became the future development trend of the industry, and a large-scale preview was carried out in '6·18'.
In the first half of the year, with the opportunity of '6·18', the marketing methods of Jingdong and Tmall test the line, Alibaba, Jingdong and the offline stores, and even the offline investment With the simultaneous promotion and promotion, consumers can enjoy the same online discounts online. '6·18' Within 12 hours of the day, the number of passengers in the national business district participating in Tmall activities increased by 30%, and the number of offline consumption increased compared with the previous year. 45%.
Jingdong Home Appliances also joined hands with home appliance companies to create the 'Brand Experience Store' model. During the '6·18' period, Jingdong & Wuxing Electric's unbounded retail experience exceeded 20,000 passengers, and the three-day retail sales exceeded 20 million yuan, far exceeding the local counterparts. The three-day sales record of the store opened, showing the power of online and offline integration. After doing a good job in technology and business, Jingdong, Tmall, and Suning adjusted their internal organizational structure at the beginning of the year to adapt to the retail revolution. Each e-commerce platform is making greater efforts to promote channel sinking, strengthen services, and boost sales of home appliances.
Chinese brands lead the market
In the face of an increasingly dynamic online market, Chinese home appliance brands respond quickly, continuously improving product competitiveness and brand influence. As the market matures, online brand concentration is getting higher and higher, and foreign brands are showing obvious The 'slow rhythm', while the Chinese brand has become the winner of the home grid purchase market.
According to the "Home Network Purchase Report", in the first half of 2018, Siemens refrigerators ranked seventh in terms of retail volume, and the fourth-ranked retail sales were ranked in the top three. In the top three traditional household appliances, foreign brands do not occupy any seats. In the first half of 2018, among the top ten refrigerator products, Siemens did not have a product selected. The same bleak ones were the big Korean brands Samsung and LG. In the first half of the year, Samsung’s color TV line appeared on the line. In the case of the online market, the retail sales ranking has fallen to ninth. Samsung White Power has not seen any improvement in the online market. The refrigerator retail sales are still less than one-seventh of Haier’s, and LG almost disappeared on the home appliance list. .
Traditional foreign brands have shown signs of decline, and there are reasons for their brand aging. Siemens and Samsung, LG in China's new generation of consumer groups no longer represent high-end brands and quality, but also have reasons for their internal operations, slow decision-making, excessive dependence on the line Under the chain of channels, when China's online market develops rapidly, it cannot make timely judgments and implement them consistently, making them seriously 'dropped' in the Chinese home appliance market. Chinese brands seize the consumer psychology of the Chinese people, lead the consumer market, and sell online. In the big and big.