“Double 11” home appliance industry online and offline sales bottlenecks are obvious, intelligent upgrade is the way out

    Our reporter Li Yucheng Apprentice reporter Li Wenshan

    Every year on “Double 11”, the participation of the home appliance industry ranks among the forefront of many industries, which is a valuable window to boost the sales of home appliances. Recently, a reporter from “Securities Daily” visited the offline stores in Guangzhou and Shenzhen, and compared the prices of related popular products with online e-commerce. They found that “Double 11” is not only a promotional festival for online e-commerce, but also offline. ‘s stores also only seize this precious opportunity to ship.

    Both online and offline

    ”Usually buying small household appliances online because of the convenience of the pictures. Recently, when I bought household appliances for a new house, I found that online shopping is not very ‘reliable’. Especially large or high-end household appliances, if you can’t see the real thing, you can’t have it. Intuitive experience and feeling, so I mainly choose offline home appliance stores to buy.” Mr. Yang, a consumer in Guangzhou, said in an interview with a reporter from “Securities Daily”.

    Mr. Yang listed a certain model of air conditioners from Midea and Gree, and a certain type of refrigerator and washing machine from Haier. He thought that the online price was already relatively favorable, but he did not expect that the offline store was 10% cheaper than the online price. , the purchase of a large quantity can also have an overall package price.

    ”Offline and online are both competitive to a certain extent. It is undeniable that online dealers cover a wider range of customers, but it is difficult for consumers to negotiate prices, so in recent years, many consumers have switched to online again. For offline purchases, many times we will make a lot of price concessions in order to keep the number of shipments, and some popular products will be lower than online.” Ms. Huang, the person in charge of the offline distribution store of Gree in Shenzhen, told reporters.

    Consumers have long been accustomed to various promotions and price reductions on major e-commerce platforms during the “Double 11” period in the home appliance industry, but the upward development of the industry is ultimately inseparable from the relationship between supply and demand. “In recent years, the promotional prices of ‘Double 11’ have not been as attractive as before, and there has been a high degree of involution between online and offline. Even if the online and offline efforts are combined, the price is sufficiently favorable, but the market demand is not strong enough. The growth logic of home appliance demand is affected by real estate. The impact has changed.” said Zhang Yi, CEO of iiMedia Research.

    Intelligence is an effective way out

    On September 14, the latest data from the Ministry of Industry and Information Technology showed that the market size of smart home appliances has increased from 200 billion yuan in 2016 to 500 billion yuan today, and new types of smart home appliances are accelerating into the homes of ordinary people.

    Zhongyuan Securities believes that the prosperity of my country’s home appliance industry has been low since the beginning of the year, but from the perspective of market performance in different regions and sub-categories, there are still structural highlights and obvious differentiation. Different from the traditional household appliances that have been dragged down by the real estate market and continue to slump, the sales performance of some subdivided emerging or smart household appliances, such as dishwashers, sweepers and other household appliances, is still relatively bright.

    ”In general, the sales ceiling of home appliances is relatively obvious. Many home appliances have a life cycle of 8-10 years or more, and the logic of trade-in demand is not strong enough. At the same time, the demand for new homes to purchase home appliances has also declined, and the sales bottleneck has become prominent for two reasons. The upgrading of smart home appliances may be an effective way to boost consumer demand.” Zhang Yi believes.

    He believes that the size of the smart home appliance market is huge, which motivates consumers to replace the original ordinary home appliances with smart home appliances. It is indeed necessary for home appliance companies to make great efforts to upgrade and improve products. The “Double 11” price concessions alone cannot satisfy consumption from a single direction. users’ needs.

    It can be found from the major e-commerce platforms that the brand camp is basically dominated by high-end and big brands, occupying the main position of the traffic entrance; basically there are many second-, third- and fourth-tier brands. At the same time, the low-price competition between brands is reduced, and more of the big brand boutique offers concessions.

    An analyst in the electronics industry of a securities merchant in Guangzhou said: “The core logic of the changes in the home appliance consumer market is becoming clearer. It is no longer simply to win customers with special or low-priced products, but also to know how to guide users to choose better and more convenient products. Products are the road of high-quality development for enterprises, and it is possible to open up a healthier supply and demand relationship in the home appliance industry.”

(Edited by Qiao Chuanchuan)