National trade pattern differentiation accelerated
Now online shopping is very convenient, a few days ago in the physical store optimistic about an air conditioner model, and then go online to buy, much cheaper than the store."." Beijing University of Chemical Technology postdoctoral Zhu Yue (pseudonym) told the China made news reporter.
In fact, in the entity store to see models, to buy online, has become the current practice of many consumers. With the advent of the Internet era, many online shops are also in the opportunity to "share a cup of soup", have opened up the field of home appliance sales.
Two scenes online and offline
Recently, the first half of the household electrical appliance market analysis data released, online and offline sales of "transcripts" has shown "one-sided" situation.
According to the China National Business Information Center statistics show that in the first half of 2015, the country's top retail sales of major retail enterprises dropped 7.5% year-on-year, with a growth rate of 9.4 percentage points over the same period last year. Among them, in June, the retail sales of household appliances in one hundred key retail enterprises dropped by 5.4% compared with the same period of last year, and showed negative growth for the 12 consecutive month since 2014 July.
According to the PRC, monitoring data show that the first half of 2015, the growth rate of the major appliance category online market retail sales were maintained two digit growth, including color TV, washing machine, water heater, water purification equipment, electric cooker and other online retail sales growth of nearly 50% or more, is an online retail sales dust even reached 157%, lead the rapid growth of home appliances online market.
According to the monitoring data of Ovid cloud network show that the first half of 2015 line washing machine market to achieve sales of 15 million 580 thousand units, an increase of 6.7%, retail sales of 29 billion yuan, an increase of 8%, at the same time, the line retail sales fell 4.2%, sales of only slightly increased by 0.3%.
For the refrigerator market is the same, in the first half, the refrigerator market retail volume of 18 million 560 thousand units, an increase of 2.7%, retail sales of 49 billion 800 million yuan, an increase of 5.5%, while retail sales down 4.4% year on year. Water heater market retail sales fell the most obvious, compared with the same period last year fell by 9.7%.
Such as electromagnetic oven, electric pressure cooker, juicer and other small household appliances market, the line performance is also true. It is understood that several major categories of online appliances showed a substantial growth trend, ice washing color air market penetration is expected to reach 17%.
If you compare online and offline data, you can see that online sales are much better than offline.
"In the face of offline and online appliance market" ice and snow double day "scene, we can not help feeling this era, the same goods, different sales methods, the effect is quite different." The famous home appliance industry experts said in an "Qiushi Sankei news" interview with reporters.
The key difference between online and offline is the change in consumer spending habits." Superior Institute of Finance researcher Lu le in "China's Sankei Shimbun" reporter the interview said: "consumers buy goods on the Internet, on the one hand through other people's comments to better understand the goods, on the other hand, it can bring their own shopping experience, to share with others in the first time, let more consumers about this product."
Compared with the offline channels, the category of online channels is more diverse, and manufacturers to cooperate with festivals, hot spots for promotion activities are more abundant than the line. And for enterprises, through the information system to provide large data analysis and cloud computing, enterprises can be targeted for consumers accurate marketing services to enhance the possibility of consumers re purchase. Enterprises through the collection of consumer experience to improve product R & D capability, but also make product positioning closer to the market." Lu Yue told reporters.
Qiu told reporters, "young consumers do not want to go out is the biggest characteristic of behavior. "This is what we often say about trends, where consumers are and where the future lies."
Qiu pointed out that from the perspective of consumer demand, the development of the electricity supplier to meet the diverse needs of consumers for home appliances, to a certain extent, as users of the diversified product demand grow with each passing day into the home appliance industry in 2014, cross-border cooperation the first year, the whole industry began to push into the consolidation period of upgrading.
The online substitution effect is obvious
The reason for the slowdown in the line of home appliance, Lu le in "China's Sankei Shimbun" reporter analysis pointed out that in the past ten years, based on the rapid development of China's home appliance industry is the demographic dividend release, but since 2012, China's demographic dividend gradually disappear, per capita household appliance ownership has been at a high level and a slowdown in the increase in demand at the same time, home appliance stock replacement demand growth rate is relatively low, so the entire appliance industry market demand growth rate showed a downward trend.
In addition, the diversion effect of online sales on offline sales. In recent years, to benefit from the increasing popularity of the Internet, online shopping has developed rapidly, home appliances as a standardized product, online channels for offline channels of substitution effect is obvious." Lu Yue further indicated.
Recent media reports said: "at present, home appliance product standardization Popularization Era has ended, can from the following two stages of the home appliance industry standard popularization process: home appliance industry in 2006, mainly affected by the policy, finance, real estate and other aspects of the internet. Since 2007 -2011, the policy of "home appliances to the countryside" has basically completed the popularization of household appliances in China's major markets."