Household appliance industry under the "retail is king": what is the industry consensus?

“ Two minute Juicer ”、“ Ten minute air fryer ”、“ Refreshing air conditioner ”, These household appliances 618 At that time, they sold well on e-commerce platforms .

Home appliance , Although it does not belong to retail FMCG .

But the value of retail , The core lies in the continuous trading and value-added services after users' precise Services , This is the key to form revenue and realize scale effect . In a nutshell , What home appliance retail needs is the continuous re purchase of loyal users .

In recent years , Home appliance manufacturers are actively expanding shipping channels , From front loading channel to sinking channel , Then go to various live broadcasts to bring goods 、 Content with goods , The core of this series of actions , It's really just a ： Sell the goods 、 Make users feel affordable 、 Increase the purchase rate of users .

But no matter how the marketing means change , How to diversify the delivery channels , The core is to sell the goods . And this round of household appliance industry “ Retail is king ”, The essence is no longer wholesale , Instead, products enter households and continue to form value-added services . How to better realize household appliances , The test is the retail ability .

Home appliance retail has become a new variable in the home appliance industry .

The great era change of home appliance retail

Now , Home appliance retail channels are no longer in the era of chain hypermarkets .

For the home appliance industry , It has long been completed, dominated by offline chain stores in the past , Up to now “ New business forms of e-commerce , Supermarket and channel distribution are complementary ” Retail channel transformation .

“ Online retailers 、 Chain store supermarket 、 Channel distribution ” Three wheel drive channel structure adjustment , It has become a new pattern of home appliance retail .

Especially in 2022 year , In the home appliance industry “ Retail is king ” In the background of , This new pattern of retail channels is particularly important . But one thing is clear , Whether it's a first tier brand or a second or third tier brand , Both are devoting more energy and resources to both ends of e-commerce and offline distribution channels .

Some home appliance brands choose to quit chain stores, etc “ Large investment and small return ” Of stores , Offline dealers also plan to gradually reduce the number of chain stores , It is a phenomenon existing in chain stores at present . Of course , This is not to deny the value and role of chain stores . But in the new retail era , Chain stores do not dominate ,“ New business form of e-commerce ” Become a new variable in home appliance retail , Even Suning 、 Gome 、 Dazhong Electric appliances , They are also actively embracing the online transformation of new retailers .

JD.COM 、 Tmall and other e-commerce giants have also entered offline physical retail in the form of online e-commerce . To the east of Beijing “ E-commerce online store + City Super experience store + Township franchise stores ” In the form of , Layout the new business form of home appliance retail . And the emergence of JD home appliances , It can be said that it has improved online e-commerce for a long time 、 The state of offline entities fighting independently .

at present , Jingdong home appliances 、 Tmall 、 Suning and Gome have become the main participants in the home appliance retail Omni channel , Some large chain stores and traditional channel dealers master some offline retail channels .

·  This year, 618 in , JD home appliances also achieved brilliant performance , stay “ New appliances ” In the context of the concept being proposed , JD home appliances has many “ New appliances ” The turnover reached a new high , Favored by many consumers ;

·  Suning Tesco stores sell high-end household appliances 、 Popular Taobao sales 、 Data such as one-stop trade in orders are outstanding ;

· “618” Great promotion period , How happy APP、 Gome's sales growth is close to the month on month growth 10%;

·  In tmall appliances , Clean electrical appliances 、 The pre-sale data of projectors, integrated stoves and other categories performed well .

Behind this data growth , In addition to competing in all channels , Where are their differences reflected ？

Except Omni channel , What's the difference ？

As a major competitor in the home appliance retail channel , Jingdong home appliances 、 Suning e-buy 、 Tmall and Gome have also taken different paths .

Suning Tesco and Gome, which are the first to enter home appliance retail through offline channels , They focus on service network and product manufacturing 、 On the supply chain . Gome and bossy 、 Sony and other global home appliance manufacturers maintain strategic partnerships , Suning Tesco is to establish a three-level logistics network to cover the county and town level market .

As an online channel, JD home appliances , Pay more attention to quality 、 logistics 、 Investment in services and channels . Is more of a , Focus on serving consumers as the center .

Especially in terms of quality service , Especially obvious . before , JD home appliances proposed “3318”, So-called “3318” Is refers to ,30 The price is guaranteed 、30 Days quality problem package return 、180 Days of quality problems package replacement . Compared with JD home appliances , In addition to the guaranteed return service provided by Suning Tesco , Gome 、 Tmall appliances covers more extended warranty or replacement services .

And in quality service , JD home appliances offline stores are also reflected . JD home appliance related staff said ,“ In addition to the complete machine warranty provided by the home appliance manufacturer , JD home appliances will also provide extended warranty services ,‘3318’ The service is also applicable to offline stores .”

at present , Gome 、 Large and medium-sized electrical 、 Tmall and other retailers' channel layout is more focused on online cities , There is relatively little channel coverage in the fourth, fifth and even sixth tier cities , Only Suning Tesco has opened its stores to the township level .

As the core of JD home appliances , The omni channel strategy is to let JD home appliances directly open its stores to the administrative village level , It can be Township 、 Rural first-class users provide Omni channel online and offline shopping experience and product experience . Up to now, JD home appliance stores have covered the whole country 2.5 Ten thousand towns 、60 Ten thousand administrative villages .

The present , Decentralization of retail channels has become an irreversible trend , The potential and volume of the sinking market have stunned everyone , Jd.com will further sink its efficient and convenient online shopping mode by setting up offline sites , It can create a better customer experience and improve satisfaction and loyalty , Form their own brand advantages . in addition , Through these sinking user analysis , Can improve their inventory management 、 marketing 、 Sales and other strategies , Invest resources in the most important places , Meet the rapidly changing needs of customers .

「 Pinecone Finance 」 We learned from the personnel of offline stores of JD home appliances , In my city , As long as it is in the province, JD home appliances can be delivered to the door for installation . in addition , About the distribution of household appliances , Household appliances can reach the next day , Door to door installation the next day . Delivery during 、 install , JD home appliances is also responsible for contacting .

In the supply of household appliances , JD home appliances offline store staff said ,“ JD home appliances will pay more attention to the first-line famous brands in the choice of home appliance brands , The product supply chain will directly connect with household appliance manufacturers , Like in the category of air conditioner , There is Gree 、 beauty 、 haier 、 Daikin and oaks are well-known brands , First level commander 、 Casati and other high-end brands have settled .”

For JD home appliances, choose to cooperate with first-line brands , Its purpose is self-evident . JD focuses on quality products and services , First tier brands are brands 、 product quality 、 After sales and other aspects are guaranteed , Cooperating with these brands can also consolidate JD's platform image . For brands , Through JD's Omni channel platform, it is expected to reach more users and improve sales .

Omni channel layout , It's JD home appliances 、 Gome 、 What Suning and tmall are doing , But how to decide in “ New appliances ” Time to gain more market share , Behind it is the basis for considering retailers .

“ JD appliances ” Do quality upgrading 、 Low carbon “ Wind vane ”？

With the continuous improvement of people's requirements for quality life , The consumer market of household appliances is changing from “ Cost performance ” trend “ The quality of ” Transformation and upgrading process . Data released by Economic Daily Magazine shows , Consumption upgrading drives the upgrading of household appliance market , Household appliance consumption is gradually turning to high-end 、 Quality .

And let the development of the whole household appliance industry usher in “ New upgrade ” The new inflection point is —— Meet the needs of consumption upgrading , Insight into the segmentation of consumer groups 、 Personalized demand has become the key to the breakdown of household appliance brands . On the basis of quality upgrading , Green and low-carbon has also become a new trend in the development of household appliance industry .

As a major participant in home appliance retail , Gome 、 Tmall and Suning are also involved in the trend of quality upgrading in the household appliance industry .

·  Gome United is really happy APP And many head home appliance brands have reached 100 billion level strategic cooperation , Through things like “ Green household appliances trade in the old ” And a series of promotional activities , While promoting consumption upgrading , Drive low-carbon household appliances ;

·  Suning Tesco clearly defines its own positioning and service upgrading strategy , Co branded companies jointly launch “ Upgrade and renew ” Activities , Meet users' demand for quality household appliances ;

·  Tmall appliances is through “ Run up plan ” Promote the quality upgrading of Consumer Electronics , Use intelligence to push “ Quality life ”.

In the process of upgrading the quality of household appliances, the old and new kinetic energy are transformed , What role does JD home appliance play ？

On the supply side , JD home appliances and home appliance manufacturers have new functions 、 New technology 、 New design and other aspects , Create new household appliances with high added value for consumers , Improve the quality of life ; On the demand side , Insight into new consumer needs , Create popular products of subdivided household appliances ; On the consumer side , JD home appliances through user group analysis and other black Technology , reform 、 Upgrade its own service system , Solve your worries .

stay 「 Pinecone Finance 」 It seems , By linking the market 、 Brand production end 、 Consumer side and the whole industrial chain , JD home appliances builds a communication bridge between people and freight yards , Insight into consumer demand will be more accurate , So as to create and improve more emerging household appliances , Build differentiation advantage . such as , Through JD home appliances C2M Reverse customization makes new , Many home appliance brands have gained both user reputation and user growth .

in addition , JD home appliances is based on its Omni channel advantages 、 Resources and new experience , It can help household appliance enterprises tap new market space , Accelerate the rejuvenation process . Brand manufacturers have established in-depth cooperation with JD home appliances , It can effectively expand the whole market with the help of JD home appliances' Omni channel layout , Explore new market increment . meanwhile , It can also be based on the segmentation needs reflected by the user group established by JD home appliances , Push back the iterative renewal of household appliance enterprises to achieve brand upgrading .

For JD home appliances and home appliance enterprises , Based on the advantages of both sides, establish channels for close cooperation , You can achieve “1+1>2” effect , Achieve win-win results . In terms of the long-term development of the household appliance industry , Brand manufacturers are in the process of transforming old and new drivers , It is obviously the best choice to actively cooperate and develop with channels , This can avoid the brand 、 The situation that channels fight each other , And it can give full play to its own advantages .

Besides , Jingdong home appliances 、 Suning e-buy 、 Gome and other home appliance retailers have also carried out a campaign to exchange old appliances for new appliances with home appliance brand manufacturers “ Huanxin service action “, Jointly promote and drive the green and low-carbon development of the household appliance industry , Help realize carbon neutralization .

Go back to the beginning of the article , As a new variable in the household appliance industry , Home appliance retail has been realized “ Three wheel drive ” The transformation of pattern , With “ Mainly online 、 Offline ” The channel pattern of has been laid . After the market is noisy and impetuous , Home appliance retail is moving forward steadily in the wave of changes . As the leader in the new variable , The new format of e-commerce is not just a platform for buying and selling household appliances , Its role and significance , It will be reflected in both supply and demand .

Home appliance retail , An enduring topic , It will be full of infinite imagination due to the continuous participation of participants .

source ： Pinecone Finance