The data shows that during the '11' golden week, most of the household appliances such as color TVs and air conditioners fell sharply compared with the same period last year. In the home appliance market, the '11' Golden Week was the most important promotion node in the year for home appliance manufacturers. Around the first '11' Golden Week, sales such as color TVs can often account for 20% of annual sales, and can even reach 30%. But in recent years, with the rise of the online market and the environment Impact, the commercial value of the '11' Golden Week has also rapidly declined in the last decade, and it has been successfully promoted by the 'double 11'. Especially in the last three years, its commercial vitality is dying.
From the consumer market data published on the website of the Ministry of Commerce, the national consumer market in the '11' Golden Week in 2018 maintained steady and rapid growth. From October 1st to 7th, the national retail and catering enterprises achieved sales of about 1.4 trillion yuan. The average daily sales increased by 9.5% compared with last year's '11' holiday. However, for the home appliance consumer market, the situation is not so optimistic, affected by the continued growth of the '11' tourist population, the '11' Golden Week promotion for home appliances The importance of the industry is declining, and home appliance companies and channels are actively making adjustments to deal with market changes, such as lengthening the promotion period and increasing online promotion efforts, but they are not immediate. A marketer of home appliance companies is in Beijing. The reporter of the Commercial Daily said that during the '11' Golden Week, he deliberately visited several offline home appliance chain stores, but found that there were very few consumers, and sales did not differ much from usual.
The total data of Omni Cloud (AVC) home appliances has also shown that in the '11' promotion season in 2018, in addition to the good growth momentum of some new home appliances such as dishwashers and water purifiers, the traditional home appliance market is still in the downturn. In the 2018 '11' promotion period, the cumulative retail volume of color TVs in the three-week period was only 3.6 million units, down 8.4% year-on-year, and the retail sales was 12.1 billion yuan, down 22.1% year-on-year, both hitting record lows; air conditioning '11' promotion period The overall retail sales volume was 13.45 billion yuan, down 6.6% year-on-year. The retail volume was 3.43 million sets, down 8.7% year-on-year. The total retail sales and retail volume of the water heater market during the '11' promotion period were 8.8 billion yuan and 4.77 million units respectively. , the year-on-year decline was 12.8% and 13.1% respectively.
Relevant experts pointed out that in the major promotion of the home appliance industry for 20 years, the business value of the '11' Golden Week has declined, and the reasons behind it are nothing more than three: First, the rapid changes in the lifestyle of young mainstream consumers in the Internet era; It is the appliance manufacturers who are no longer concerned about such traditional general promotion nodes, preferring the custom-made 'Creation Festival'; the third is the rapid development of e-commerce channels, frequent marketing activities, and preempting the traditional marketing node traffic.
'In the era of traditional consumption, the promotion nodes are fixed. Consumers are willing to spend their time in the '11' Golden Week of the year's biggest promotion. However, consumers in the Internet era can shop online at any time. I pay more attention to life experience. ' Home appliance industry observer Hong Shibin said.
From the total data of the home appliances of Avi Cloud (AVC) 'Eleventh' Golden Week, we can find that the demand for traditional household appliances is seriously declining, but the quality of similar products such as dishwashers and water purifiers is strong. A rising market contains new market opportunities. Hong Shibin believes that home appliance manufacturers need to re-examine their sales, especially the sales of low-end large-scale home appliances and mid-to-high-end home appliances, and find differences in homogenization and competition. The fulcrum of the leading, choose to abandon, concentrate on tempering the core competitiveness, the goal is to obtain sustained and efficient growth, in order to judge the existing market layout and business strategy adjustment direction.