Why, recently saw each household electrical appliance listed company's 2018 first half year performance report, whether is the operating income, or the operating profit, in addition to the very individual enterprise's profit drop, almost all enterprises have made the ' quantity increases the profit rises '.
Among them, the scale of growth is generally 2-digit, while the profit growth of some enterprises appear 4-digit rise. However, in the terminal appliances market, our home appliances people feel is, recently, people less, goods do not move, whether it is low prices, or new products, or high-end, there is no way to quickly stimulate consumer demand, lifting the user's appetite.
Anyway, no matter how, the market is going all the way down.
Why, the performance of many household electrical appliances listed companies, and many home appliance manufacturers marketing staff of the terminal experience, there are two "different" situation? In the end is the household electrical appliances listed company's performance data fraud, or home appliance marketers feel distorted? Current and future, China's home appliance industry and market trends in the end? First of all, the current household appliances listed company's revenue performance, as well as home appliance manufacturers marketing staff in the first-line market feeling, there is no mistake between the two.
Semi-annual newspaper is a kind of affirmation of the past development and performance of household electrical appliance enterprises, and it is also a result that home appliance enterprises anticipate the market trend of future, and actively rob the market.
Therefore, from this point of view, home appliance enterprises in the first half of this year, the overall revenue performance, is normal; however, since June this year, especially in the 7, August after the market slump, more and more home appliances people feel the cold spell of the market continues to scour. China's National Center for Business confidence data show: January-July, home appliances and audio equipment grew 9% yoy, the growth rate fell 1.8% compared with the same period in 2017. Home Appliance Circle to understand the data show: the home appliance market since the opening of the "low-rise" situation, including the first 5 months the entire market has maintained a relatively obvious growth, but starting from June, into July, the market began to lower; this is with the current household appliances business performance bullish, but home appliances manufacturers marketing staff is ' intermittent chill '
Of the situation, coincide. Second, the current home appliance Terminal Market presents a ' line, offline ' ice fire dual days of the situation. Especially since this year, with the whole household appliances consumption market growth is weak, more and more home appliances enterprises began to choose to bet on the online e-commerce platform, hope that through the e-commerce platform to maintain and promote large-scale growth.
As a result, this brings the space of the entire home appliance offline Store is compressed, the days are extremely difficult. More and more household appliances enterprises realize that the consumption habits (from the store to the shop), consumer awareness (not the most expensive is not the cheapest, but the most suitable, favorite) changes have been unstoppable.
More and more consumers have become accustomed to choose online e-commerce platform to buy home appliances, because the price is transparent, and soon delivery door, logistics and services are increasingly integrated interface. China's National Business Information Center data show: 1-July, retail sales growth of 5.9% yoy, compared with 2017 the same period fell 2%. 1-July Online physical merchandise retail sales achieved 3.6461 trillion yuan, an increase of 29.1%, the growth rate of 2017 was 0.2% faster than the same period. For home appliances, under the line this year, has been in the fall channel, only under the cable can maintain a 2-digit growth.
In the end of the line who sell the price of cheap regardless, apparently many manufacturers of shipments, put on the line; Moreover, the urban and rural dual characteristics of the whole consumer market still exist, for home appliances Enterprises, the current urban channel growth depends mainly on the online e-commerce platform, and the rural channels to expand or rely on a large number of dealers, direct business, the two from the consumer groups, consumption awareness and ability, there are no small differences and isolated.
Therefore, from the first-line market management layout, is definitely not ' favoritism '.
Although the rural market growth rate is fast, the gap is many, but the base is small, the purchasing power is weak, but the city growth rate slows, but the purchasing power is strong; From this point of view, for the home appliance manufacturers, can not simply take ' betting ' rural, or urban posture, and must do a good job in the urban and rural dual layout of the Data show: The first 7 months of this year, retail sales of rural consumer goods achieved 3.02 trillion, an increase of 10.4% yoy, a slowdown of 1.8% from the same period in 2017. Over the same period, retail sales of urban consumer goods rose 18.05 trillion, up 9.1% from a year earlier, 1%.
Can be seen, urban consumption in how large scale base, still can maintain about 9% growth, while the rural base small but the growth rate is not imagined fast. From this point of view, this round of home appliance market adjustment, from the bottom of the offline physical stores, the next step will be the growth rate of online stores slowing down, and from the rise and fall; At the same time, many home appliance manufacturers have high hopes for the rural market, whether it is the opportunity point, or growth, still less than the city.