Household appliances will not suffer "Waterloo"

In recent years, the home appliance industry has become an eye-catching star industry, boosted by the “combination boxing” of consumer stimulus policies such as “home appliances to the countryside” and “replacement of old”. In 2013, the aforementioned stimulus policies came to an end, and the home appliance industry was actively engaged in transformation and upgrading, and finally achieved an annual sales growth rate of 11.1%. However, the transformation and upgrading is not an easy task. New technologies and new growth points are even more difficult to come by. What will be the future of China's home appliance consumer market in 2014?

Continuous and steady growth
The “2014 Consumer Market Development Report” (hereinafter referred to as the “Report”) released by the Ministry of Commerce recently predicted that under the influence of the market mechanism, China’s home appliance consumer market will continue its good situation this year and maintain a steady growth trend. This trend has also been initially confirmed by the report on the total retail sales of consumer goods released by the National Bureau of Statistics recently. In the first quarter of this year, sales of household appliances and sales of household appliances and audio-visual equipment reached a record high of 160.7 billion yuan, an increase of 9.23%.

With the promulgation of the "National New Urbanization Plan (2014~2020)", the development of the home appliance industry will be injected with more powerful endogenous power. According to the forecast of the National Bureau of Statistics, a one percentage point increase in the urbanization rate in China will drive 7 trillion yuan in market demand. Jiang Feng, chairman of the China Household Electrical Appliances Association, said that by 2020, if China’s urbanization rate reaches 62%, the rural market will accumulatively increase sales of home appliances by 4.5 trillion yuan, and cumulative sales will exceed 9 trillion yuan. .

In this round of business opportunities, the home appliance industry will accept more tests for new consumer demand, and sales channels, logistics, services, and after-sales services will further sink. The new urbanization construction will become a basic point of policy for boosting the sustainable development of the home appliance industry. At the same time, it will also greatly promote the profound changes in the home appliance channel market.

Home grid shopping to a new level

"The rapid development of Internet technology, industrialization, and informationization" are intensifying the profound transformation of consumption methods and business models with unprecedented breadth and depth, and profoundly affecting the transformation of the home appliance industry." A few days ago, the president of the China Light Industry Association. Stephengfa pointed out at the China Household Appliances Expo 2014 that the impact of the Internet on people’s daily lives and the radiation effects it brings to the home appliance industry have become increasingly significant.

In 2013, China's B2C (business-to-customer) home network purchase market reached 133.2 billion yuan. The "Report" pointed out that in 2014, the home network purchase market will usher in faster development: the e-commerce model will become more mature from marketing means to after-sales service, and the rich product structure will continue to impact traditional home appliance sales channels in line with price strategies; Has gradually infiltrated the third and fourth-tier cities, third and fourth-tier cities will gradually become an important extension of the competition of home appliance electricity supplier; network consumption has been gradually accepted by consumers of all ages, the acceptance of old consumer electronics e-commerce will be The increase will become a new force in the home network purchase market; Alipay and WeChat will also intensify the competition around payment methods. This competition will also make payment methods more flexible and more convenient to pay; more home appliance companies will accept changes in sales channels. Trends, online sales will also bring opportunities and challenges for more manufacturers.

Under the influence of many factors mentioned above, the proportion of China National Grid's purchases of sales of electric appliances will account for 15% of the total sales of home appliances in 2014.