Washing machine welcomed the caller spring

The results of the “China Netizens Washing Machine Online Purchasing Demand Survey” jointly initiated by the State Grid and Aowei Consulting recently showed that of the 3,317 netizens surveyed, 73.2% of netizens said they would purchase washing machine products online.

Two or three years ago, this result was still unthinkable. At that time, many people judged that it would be very difficult for home-grid shopping to become a climate. People in bulk household appliances are still accustomed to buying in physical stores, but it turns out that habits can change.

The survey shows that the proportion of retail sales of washing machines in e-commerce channels is increasing year by year: it accounted for 3.1% in 2011, 5.7% in 2012, and 8.9% in 2013, and it is expected to exceed 20% in 2016. Washing machines are not an example. According to relevant data, in the first half of 2013, the home appliance grid purchase market of 53 billion yuan, flat-panel TVs, refrigerators, washing machines, and air conditioners accounted for 27.4% of household appliances, reaching 13.7 billion yuan.

This number will double in the coming years. On September 25th, in the "Energy Efficiency Transformation, Zhijingyoudao-2013 China Washing Industry Development Summit Forum" (hereinafter referred to as the Summit Forum) jointly organized by the Information Resource Development Department of the National Information Center and the China National Grid, Ovi Yu Liangxing, consulting president, said that online shopping is no longer a supplement to offline channels, but is gradually becoming one of the mainstream channels. After three years, only retail sales of washing machines will reach 12.4 billion yuan. "Under the co-development of e-commerce channel and brand, washing machine products will welcome spring sales."

Wang Lei, vice chairman of the China Household Electrical Appliances Association, remarked at the summit forum that online sales of home appliances are rapidly growing, and changes in channels are affecting the marketing strategies of home appliance companies. "As the e-commerce channel development speeds up, the speed of online and offline sales integration is accelerating, and online and offline market interactive sales are becoming an emerging trend in home appliance channels. This should also arouse the full attention of our business. , and adjust the channel layout in time."

It is understood that many home appliance brands have already been adjusted. “We are working hard to improve e-commerce service capabilities to adapt to changes in the market.” On September 16, TCL Chairman Li Dongsheng made such a voice on his microblog.

In fact, for most companies, adjustment is no longer an optimized solution, but a "have to" choice, and those "strong" players are not always on the online stage. , And those brands that are not seen online under the name, can also grow into online "strong". According to Ovid consulting data, in the January-August of 2013, the share of brand retail sales in the washing machine e-commerce market accounted for the top ten brands, including first-tier brands such as Haier, Sanyo, Siemens, Panasonic, and Little Swan, as well as new arrivals like Galanz. Among them, small and medium-sized brands such as ducklings have also emerged, and ducklings account for 7% of the total, and they have entered the top 5 in online sales.

Analysis of the reasons, low prices are still the main driving force for the growth of washing machine online shopping, and most of the small and medium brands try to use e-commerce channels to cut into low-cost way, which also led to the current e-commerce channel sales structure of washing machine products mainly in the low-end, At present, it seems that the stimulating effect of e-commerce on the amount of washing machines is relatively obvious.

Talking about how the company will do the e-commerce channel layout in the future, Yu Liangxing suggested at the summit forum that weak brands such as ducklings should use e-commerce as the vanguard to “win by surprise” and use e-commerce as a front-line for interacting with consumers and collecting information. , As the e-commerce platform for the display of promotion channels and new products and new models of water test. "Strong brands will have to enclose and accumulate grain to achieve both online and offline activities. They shall also clearly define their strategic objectives, improve their development plans, and cultivate the development of their own e-commerce system." He believes that the potential of the online shopping mall built by major washing machine brands has not yet been fully realized. At present, it is only a supplementary channel for washing machine online shopping, but in the future they "should be the main body for enterprises to practice their own e-commerce model."

Looking back at the e-commerce channel, various e-commerce platforms have actively participated in the fierce battle for the retail of washing machines. Ali's Tmall and Taobao have a platform advantage. Jingdong has the advantages of a platform and self-operation, while Gome and Suning are wired online. Under the interactive integration advantage, coupled with the brand owner's own e-commerce website, the future pattern of e-commerce channels is still relatively variable.

At the summit forum, Cai Ying, director of the Information Resource Development Department of the National Information Center, predicts that in the next five years, e-commerce channels will become a household appliance sales, and e-commerce channels will contribute to the increase in washing machines. Enterprises are deepening traditional channels. At the same time as the layout, attention should be paid to the e-commerce channels as well as planned investments.