On April 24th, the “Analysis Report on China's Household Appliance Consumption Trends in May 1818†was officially released. The "Report" predicts the four major trends in the home appliance market during May 1st in 2018: the promotion function of traditional holidays is weakening; the upgrading of consumption triggers new functional changes; the proportion of high-end home appliances continues to increase; the online service promotes the service standards of home appliances. . The report pointed out that online channels are becoming the home of five electric sales, and the channel function transformation triggered by consumption upgrade will continue to deepen. The general trend of online and offline integration will further enhance the sense of well-being and gain of home appliance consumers. According to the analysis of the "Report", with the increasing number of emerging promotional festivals, the trend of five sales of electricity sales is obvious.
Frequency of home appliance sales in 2014-2017 (times)
Aowei Cloud Network (AVC) data shows that from 2014 to 2017, the annual promotion frequency has increased from 16 to 27, and the promotion node has grown significantly. With the post-80s and post-90s becoming the main consumers of household appliances, the sales volume of “May 1st†home appliances no longer has advantages compared with 618, 815 and Double 11. In addition to the national shopping frenzy such as 618, 815 and Double 11, there are also small high-frequency promotional nodes such as Jingdong Home Appliances' Super Brand Day and Fengfeng Carnival, which continue to divert 51 sales of home appliances.
2014-2017 five electricity sales (100 million yuan)
In 2016, the sales of five electric appliances fell to the bottom and remained difficult to climb during the May 1st 2017. It is expected that the sales of home appliances will continue to decline during the May 1st this year. However, as consumption upgrades unveil consumers' pursuit of high-quality home appliances, high-smart home appliances, and low-energy-consuming home appliances, the “weak experience†function of online channel pre-understanding of the functional price of home appliances has changed to “strong consumption†and become home appliance sales. The place where the main scene occurred.
The five electric sales volume provided by Avi Cloud (AVC) in recent years also proves this trend. Sales of online and offline appliances during the May 2014 period were reversed.
Sales volume of online and offline home appliances between May and 2014 from 2014 to 2017 (unit: 10,000 units)
During the May 1st 2017 period, the sales volume of online home appliances not only greatly exceeded the sales volume of offline home appliances, but also exceeded the high sales volume of offline home appliances during the May 1st 2014. In this context, the functions and identity changes of online and offline channels have undergone tremendous changes. Online channels have become a ubiquitous home appliance sales venue, and offline channels have become an indispensable home for home appliance experience.
In addition, according to the data provided by Aowei Cloud Network (AVC), the sales volume and sales of high-end home appliances such as 4K TV, cabinet inverter air conditioner, multi-door refrigerator and drum drying washing machine during the May 1st period have been greatly improved. . Emerging home appliance categories such as dishwashers, ovens, dryers, etc. are also receiving more and more attention from online consumers. It is expected that in 2018, the high-speed growth of e-commerce, which is the main high-end market, is still active.
Sales of high-end home appliances in the online segment during the May-2014 period from 2014 to 2017
The proportion of high-end home appliance sales in the e-commerce platform has increased, and it has objectively promoted the pace of transformation and upgrading of consumption and physical enterprises. On the one hand, e-commerce transparent product information and customer evaluation can make consumers more clear the parameter performance and user experience of high-end home appliances, eliminate information asymmetry between new products and consumers, and shorten high-end products and new products. Market acceptance cycle to promote consumption upgrade; on the other hand, with rich big data, online e-commerce transmits the deep demand of consumers to home appliance brands, and targeted product development and innovation form a de facto entity. Empowerment.
Take Jingdong Home Appliances as an example. In 2017, consumers who purchased home appliance products after online customer service consultation were five times more likely to purchase users silently, indicating that consumers' expectations for pre-sales customer service are constantly improving. At the same time, the transparent disclosure of online home appliance channel sales has also enabled a wider range of consumers to participate in the promotion of service standards. In particular, the one-stop service of the whole process including platform services, pre-sales, in-sales, after-sales and value-added services has become the direction of the current online home network purchase service.