In recent years, the development of household electrical appliances industry is stable, the main household appliances keep production and marketing stability, with the Internet, AI, IoT and other new technology development and consumer demand changes, home appliances industry is also facing many new challenges and changes. First look at the home appliance industry's overall data situation.
According to the "2018 China Household Electrical Appliances industry semi-annual report", the first half of 2018, China's household electrical appliances market size (not including 3 C products) reached 421.3 billion yuan, an increase of 9.7%, compared with 2017 11.9% has fallen, but the structure of high-end products in the change is very obvious.
(Data source: China Household Electrical Appliances Research Institute "2018 China Household Appliance Industry semi-annual report") In the first half of 2018, home Appliances online market size reached 140.9 billion yuan, an increase of 32.8%. The online market continues to grow at a high rate, which plays an important role in stabilizing the market for the first half of the year.
However, the offline channel in the overall market share is still quite large, with absolute weight. Industry experts pointed out that China's household electrical appliances industry upgrading is speeding up, high-end, high-quality comfort, intelligent, health-oriented home appliances are more sought after by the market.
At the same time, the further upgrading of product structure, also highlights the importance of after-sales service, with a good experience and intimate service providers will also accelerate the arrival of a better life. But there are two sides to everything. While the household appliance industry is developing smoothly, there are some potential pitfalls, or challenges.
Nail technology observation found that the challenges are mainly reflected in the following three aspects:
First, the cottage to attack. Shanzhai products have always existed, it is difficult to completely eliminate, not just industrial problems, but also a social problem.
However, in recent years, with the emergence of new channel platform, Shanzhai products have a large volume of emerging trends. Earlier, as the mainstream electric business platform to strengthen the crackdown, Shanzhai products online has not much to live in space, more is appearing online under the township market.
However, with the rise of the social power platform, many Shanzhai appliances have been revived and appeared on these platforms.
Public information display, including Skyworth, Konka, Hisense, millet, polar rice and other enterprises in the platform have been shanzhai, fake phenomenon, many enterprises through the form of a statement of active rights, but the effect is not obvious.
Of course, nail Technology believes that the Electronic business platform is relatively easy to govern, but how to combat the production of offline sources, it is a more serious challenge.
Secondly, after the sale of many pits. Some time ago, "People's Daily" reported the false maintenance of air-conditioning news, shocked the industry.
Air conditioners and other household appliances products without sick leave repair, minor disease overhaul phenomenon, not only damaged the brand image of the enterprise, but also let consumers have the suffering of words.
In early July, the Shanghai consumer Rights and Interests Protection Commission released 2018 air conditioning maintenance sensitive report, showing that most of the maintenance vendors have misleading and deceptive consumers. Home appliances as a very important category of after-sales service, if there is a huge gap in the maintenance and after-sale links, will inevitably lead to a decline in the overall consumption experience, special natural impact on the household electrical appliances consumer market stable expansion.
In particular, the current main household electrical appliances have entered the stock market period, the importance of after-sales service more prominent.
Third, cross-border competition. In recent years, the Internet, AI, IoT Rapid development, Cross-border competition has become the norm, the home appliance industry is the same. Since 2013, after the music into the color TV industry, millet, storms, popular and many internet companies are also beginning to enter the home appliance industry.
The latest news shows that many mainstream mobile phone companies will also cross the border into the color TV market, such as Huawei, OPPO, Vivo. Supply chain, the maturity of the foundry, the terminal manufacturing is relatively not too high threshold, product and user's operational capabilities increasingly become the key to brand competition.
Therefore, the future Cross-border competition will be more and more, the common division of Smart home trillion-tier market.
Overall, the home appliance industry is not a sunset industry, in the new consumer environment and technology environment, there is still a lot of growth space, while the industry can not blindly optimistic, ignoring the Shanzhai, after the sale of Cross-border competition brings new challenges. The appliance industry is stable? Three serious challenges cannot be neglected