All along, the development of the home appliance industry is still relatively stable, after all, what appliances are needed in a home, have been fixed. And in recent years, in addition to dishwashers, sweepers, empty new things like this are estimated It has become accustomed to it, but it is not surprising. However, speaking of the change, according to the "2018 China Household Appliance Industry Semi-annual Report", in the first half of 2018, the scale of China's home appliance market (excluding 3C products) reached 421.3 billion yuan, an increase of 9.7 year-on-year. %, compared with 11.9% in 2017, but the structural changes in mid- to high-end products are very obvious. The home appliance online market reached 140.9 billion yuan in the first half of 2018, up 32.8% year-on-year. However, offline channels The proportion of the entire market is still quite large, with absolute weight.
Here, we can sum up, at present, consumers are increasingly inclined to choose high-quality, high-end, smart and other types of home appliances when purchasing home appliances, indicating that everyone is pursuing consumption upgrades. In addition, the adjustment of product structure is also more Highlighting the products in the after-sales, service quality and other aspects of the increasingly important. However, according to the current situation, there are still three serious challenges waiting for the home appliance industry to break through.
First, a large number of cottages, uneven products
Although the cottage products have always existed, but with the two-year e-commerce platform entry barriers reduced, a large number of fake and shoddy appliances such as TV, sweepers, razors and other products are springing up into the consumer's pocket. To give a good example, just like the one that was madly spit out some time ago, 200 TVs, 9.9 yuan sweepers, do you dare to use them? In fact, there are really many consumers who are deceived at low prices. Such products were purchased. However, according to the actual visits of our PConline editors, these so-called 'brand-name' products are from small village workshops. It can be seen that the production cost of these cottage products is very low.
Second, the after-sales service is not good
In addition to the above counterfeit and shoddy appliances, what makes consumers feel chilling is that they don't like the tiredness of certain brands. Some time ago, the media reported that the news of air conditioner false repairs shocked the home appliance industry. The phenomenon of minor illness and overhaul not only damages the brand image of the company, but also makes consumers suffer. In July, the Consumer Protection Committee of Shanghai also announced the 2018 air conditioning maintenance inspection report, indicating that most of the repairers are misleading and The problem of deceiving consumers.
Third, the competition in many brands is fierce
In fact, the manufacturers that were originally doing home appliances are still doing home appliances, but Internet companies that were not originally planning to do home appliances have started to build home appliances. Since LeTV entered the color TV industry in 2013, Xiaomi, Storm, Popular, etc. Many Internet companies have also begun 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 and so on.
It is understood that although many of the Internet products made by such Internet companies are only OEM, as long as the quality control mechanism is established, consumers are happy and willing to pay. In addition, with the maturity of the supply chain and OEM, Terminal manufacturing has relatively no threshold, and the operational capabilities of products and users are increasingly becoming the key to brand competition.
Editor's summary: In general, as a kind of consumption just for home appliances, this industry is bound to be an evergreen tree, but more and more competitors are trying to divide this piece of fat pork, so all major appliance manufacturers should do more. Is to improve the nature of the product, after-sales service, so that consumers willingly pay the bill.