China National Grid Purchase Trend Report Released

From traditional 3c to home appliance marketing, e-commerce is affecting consumer spending habits and changing brand patterns. Fighting prices and products is the most distinctive feature of the era of e-commerce. Under this background, sales of Galanz and Oaks air conditioners have increased significantly. Focusing on the OEM market, Omar refrigerators have become cutting-edge in the refrigerator market. E-commerce is a strategic change. It is based on the Internet and logistics. E-commerce companies will win through price, service and convenient shopping. The traditional channels will exit the market in the face of high rents and personnel costs. On August 13, 2013, the "China Power Grid Purchase Summit Forum" hosted by China Electronics News was held in Beijing. Wang Peng, the vice president of the China Electronic Information Industry Development Research Institute, and Gao Sumei, deputy director of the Operational Monitoring and Coordination Bureau of the Ministry of Industry and Information Technology attended the meeting.

E-commerce shakes 50 billion market

According to the Analysis Report on Home Grid Purchases in the First Half of 2013, China's B2C home network purchase market has reached RMB 53 billion. Among them, Jingdong, Tmall, and Suning's three platform e-commerce sales accounted for more than 90% of the total home network purchases, of which Jingdong has become the largest online digital store for home appliances and 3C digital with nearly 50% market share.

In the discussion session, Mr. Xu Dongsheng, deputy secretary-general of the Household Electrical Appliances Association, said: “The analysis report on home network purchases in the first half of 2013” ​​accurately reflects the characteristics and trends of the current home network purchase market, and guides consumers to carry out home network purchases and enterprises to carry out new channel layouts. It has a very important guiding and promoting role."

From the data point of view, half of the flat-panel TV products accounted for 8.3% of the total retail volume of the domestic TV market, and the ratio of mobile online shopping sales to the overall mobile phone sales increased from 9% in the previous year to 13.8% in the first half of the year. The proportion of ice-washed white electricity products has also greatly improved. Some emerging home appliance categories, such as air purifiers, have been highly sold and popular in the online market since their inception.

Home Grid buys three "most"

The most attractive price. The most prominent advantage of the e-commerce platform is price. With lower operating costs, the e-commerce platform has more advantages in price than traditional stores, while users can quickly compare through platforms such as Amoy, and prices become the most important means for e-commerce to attract users. In June, Jingdong Mall celebrated its 10th Anniversary Promotion. For only three days (June 17th to June 19th), only household electrical appliances (excluding mobile phones and tablet PCs) hit a turnover of 1.59 billion yuan, June 18th On the same day, it was the largest one-day sales of 750 million yuan.

Cost-effective products are more concerned. The same is the price factor, through the sales of e-commerce platform, we can more clearly understand the user's spending habits. In many products, low-cost, cost-effective products can receive more attention from users. According to the product's function, price and self-details, the product is selected, and at the same time, driven by herd mentality, products with a large number of reviews and high overall evaluation are selected. This feature of the home network purchase provides opportunities for fast access to the market for some home appliance companies that do not operate brands under the wire and are more engaged in OEM manufacturing.

Male users become the main household appliances consumers. According to relevant data surveys, male users are the main consumers of household appliances. In the first half of 2013, the data showed that the male to female ratio was 5:1. Among them, the highly educated group has become the main user group for home network purchases, with a total of 65% of undergraduates or above. From the perspective of income, the middle-income group is the main body of home-grid users, and home-grid users with monthly income of 4,000 to 5,000 yuan account for the majority. The largest is 38.6%.

Domestic advantages of flat-panel TVs

In the first half of 2013, online sales of flat-panel TVs have exceeded 2 million units, and the sales amount has exceeded 6 billion yuan. Compared to the same period of last year, the growth rate of online shopping sales and sales exceeded 100%. Among them, 32-inch flat-screen TVs accounted for 39% of the market, becoming the best-selling size. On the one hand, mobile crowds have accelerated the sales of entry-level LCD TVs. On the other hand, more and more users have begun to purchase second or third TVs.

In the price range, television products with prices below 6,000 yuan account for the majority of the total, accounting for more than 90% of the total, while flat-screen TVs with more than 6,000 yuan account for less than 10% of online sales. Among them, flat-panel TVs lower than 2,000 yuan accounted for 33.1% of online sales in the first half of the year. The main reason for this is that 4000~5999 yuan is the price range for most flat-screen TVs with large and medium-sized size and functions, and the percentage of flat-panel TVs in this price range is 18.5%. Due to the limited number of high-end users, the price of products with prices above 6,000 yuan has remained relatively stable.

With price advantage, domestic brand TV has become the main product in online shopping consumption. . The top five TV brands in China, such as Konka, Hisense, Skyworth, are still leading the sales channel. Compared with foreign brands, domestic color TV brands have adjusted their product structure, achieved a good balance in appearance, function and price, and targetedly developed and launched flat-panel TVs suitable for the online shopping market, making domestic brands online channels. Has played an advantage. In contrast, Sony, LG, Sharp, and Samsung are prominent foreign brands in the online shopping field. Due to the relatively high price of their products, sales are limited.

White home appliances high-end products popular speed

In the air-conditioning market, fixed-frequency air conditioners and inverter air conditioners are showing signs of development. Compared with the same period of last year, the retail volume and retail sales of online fixed-frequency air conditioners decreased by 6% and 10%, respectively, while the retail and retail sales of inverter air conditioners increased by 6% and 10% respectively. Air-conditioning industrial structure upgrades and product upgrades bring about the popularity of high-efficiency air-conditioning, inverter air-conditioning with comfort and energy saving are two major advantages of the user's attention.

In the refrigerator market, the proportion of high-volume product heating, three-door refrigerators and door-to-door refrigerators has increased substantially. As of June, the market share of refrigerators of 191 liters to 230 liters has reached 29%, while the 230 liters or more of products that had previously attracted little attention have begun to heat up, and the market share has climbed to 5.0%. At the same time, sales of the three refrigerators also maintained steady growth. "Multi-temperature zone, large capacity" and other characteristics are important factors for the popularity of the three-door refrigerators by the market and consumers.

In the washing machine market, products ranging from 6 kilograms to 6.5 kilograms are the first choice for online consumer groups dominated by young people, with a cumulative market share of 35.3% from January to June. Followed by the 4.6 kg to 5.5 kg capacity segment, the market share of 31.2%. For most young consumers, especially those with better economic conditions, the difference in selling price of several hundred yuan or even less, or the use of large-capacity products is easy to use and more attractive in one step. In addition, more and more users are paying attention to drum washing machines.

Home appliance brand positioning facing reshuffle

Online shopping is attracting more and more users' attention due to lower prices and more convenient shopping methods. Home appliance brands with traditional channels are facing a new round of reshuffle. In the air-conditioning industry, Haier, Midea, Gree’s online performance in the first half of 2013 is still eye-catching. The total sales volume of second-tier air-conditioning brands such as Oaks, Chigo, Hisense, Kelon, Changhong, and TCL Online increased by 10% over the previous year. Since the beginning of this year, more and more air-conditioning companies have begun to pay attention to the development and construction of e-commerce channels, of which Oaks has performed outstandingly in e-commerce sales.

In the refrigerator market, some offline second-line brands and even regional brands have achieved outstanding performance on the online market. For example, “Omar” refrigerators and TCL refrigerators, which were only known in the industry, have good sales rankings. The online market is squeezed by strong mainstream brands. The second-tier manufacturers and small brands made efforts earlier and gained faster. However, with the gradual improvement of the online layout and the arrival of the refrigerator sales season, mainstream brands are expected to rely on the popularization of high-end products to further strengthen their differentiated competitiveness in the second half of the year, resulting in a large increase in market share.

Written in the back:

From the data point of view, home network purchase has a disruptive impact on the traditional home appliance channels, and will also have a huge impact on the traditional home appliance manufacturing industry. As the scale of China's national grid purchase market will continue to expand, the sales of online home appliances in the Chinese market in 2015 will account for 15% of the total sales of home appliances. At the meeting, Ji Yitian, director of the Skyworth Electrical E-Commerce Division, said: “Fighting prices once caused Skyworth to resent or even reject the e-commerce platform. However, in the face of changes in channels and more and more e-commerce companies, Customers and vendors have started to develop e-commerce sales platforms to win opportunities in the context of new channels.” Faced with a huge consumer market, more and more color TV companies are also realizing that the layout of online sales channels is very important. In the future, even Become one of the core competitiveness of some home appliance companies.