Appliance companies specialize in third- and fourth-tier cities

Recently, the sales channels of the household appliance industry are facing major changes. The third- and fourth-tier markets that have benefited from policies and are irresistible are no longer supported by external forces. Enterprises must make greater efforts to promote the channels. Since the beginning of this year, major e-commerce companies have announced the strategy of opening up the platform. More and more home appliance companies have started to integrate with the Internet and intend to continue to capture third- and fourth-tier cities.

Analysts believe that due to the speeding up of logistics construction and the huge base of netizens, domestic e-commerce companies are now facing a better development environment. Some traditional retailers create O2O (online to offline) models through the Internet, which will become the future of home appliance retail transformation. The big direction.

Online shopping environment ripe <br> <br> industry believes that the early home appliances and energy-saving subsidy policies, the domestic household electrical appliance enterprises quickly opened the four-tier incremental space market; now the end of the policy, no longer part of the external thrust However, it is still necessary for home appliance companies to continue to deepen their cultivation in third and fourth-tier cities, because from the perspective of the environment, the basic conditions that must be met for the third and fourth-line channels to use e-commerce platforms for promotion must be mature.

The report of the 18th National Congress of the People's Republic of China proposed that "the income of urban and rural residents will be doubled in 2020 compared with 2010," which means that the annual per capita disposable income of urban residents calculated at constant prices will exceed 40,000 yuan, and the per capita annual rural residents will be pure. The income will exceed 12,000 yuan. On the other hand, as of the end of December 2012, the number of Chinese netizens reached 570 million, and the Internet penetration rate was 42.1%. It is expected that by 2020, the number of Chinese netizens will reach 820 million, and the Internet penetration rate will be 58.4%. Another expects that by 2020, the size of China's PC&; notebook, tablet PCs, mobile phones, smart TVs and other four types of information products will reach 298.4 billion yuan, 347.9 billion yuan, 504.9 billion yuan and 332.1 billion yuan respectively.

According to Zuo Yanjun, Brand Director of China Yikang, thanks to the rapid development of the logistics industry, 2013 is a mature year for the integration of home appliances and e-commerce. It is expected that the sales volume of e-commerce in the color TV market can reach 5.3 million units by the end of 2013. About the scale, the sales amount is about 16.2 billion yuan.

From the perspective of product structure, the consumption power of residents in third- and fourth-tier cities is not weak. In the first half of 2013, 3D and smart TVs have begun to accelerate their advancement to the third- and fourth-tier markets. According to data from China Excel, in the first half of 2013, the retail volume of 3D TVs in the 3rd and 4th line market accounted for 59.47%, and the ratio of retail sales of smart TVs reached 59.22%, far higher than the retail volume of 44.53% and 46.78% in the first and second line markets. Accounting.

The current big trend is that home appliance companies or traditional retail companies are cooperating with e-commerce companies. Thanks to the Internet age, the consumer buying habits are undergoing major changes, especially the 80s generation's enthusiasm for online shopping, leading to the future of e-commerce market is becoming an increasingly important sales battlefield. According to the survey conducted by China Yikang Market, 34% of consumers are willing to buy TV from the Internet. The main reasons for choosing to purchase from the Internet are: unlimited shopping convenience and low prices. These two reasons accounted for 45% and 44% of the survey proportion respectively.

The major advantages of different platforms <br> <br> However, viewed from the industry side, whether it is business or home appliance business platform, each have there are relatively large differences. Liu Wei, manager of Ovi Consulting's flat panel division, believes that with the opening platforms of major e-commerce companies on the line, major home appliances companies will enter the e-commerce platform one after another. However, the characteristics of major e-commerce companies are not the same, and Jingdongsheng is in the user experience. Amazon's experience in the operation of the industry chain is relatively mature. Easy to buy is Suning's leading half position on the third and fourth line channels. The advantage of Tencent's Yixun is that it has a huge QQ user base.

Haier was an earlier domestic batch of companies that had been handed over to the Internet. The company has achieved a good sales performance since entering the company. Liu Ye said that Haier’s advantage lies in the fact that its three- and four-wire channels are relatively common among home appliance companies. The main asset of Haier’s Hong Kong-listed company Haier Electronics is its daily channel business, which is integrated with the Internet. It will always be Haier’s strategy to land the day and day in the third and fourth tier cities. This way of picking up goods online and offline will be more common in the future.

However, Liu Xi also pointed out that Tmall sales category is more complex, the status of household appliances in it is far inferior to other home appliance vendors, the future of home appliance companies may be more choice Jingdong, e-commerce such as home appliances channels and marketing experience Rich company cooperation.

Zuo Yanji believes that in the development model, e-commerce and traditional stores are not competitive but cooperative. At present, the O2O model is still a new thing, but the inherent potential of its outbreak will certainly set off a new wave in the electric business. Relying on physical stores, it will also become a new path for the successful transformation of e-commerce.