The traditional electric home appliances business started well

Faced with the new market competition pattern and the face of younger and more varied consumers, more and more home appliance manufacturers have begun to figure out how to do well in online mobile appliance era marketing while not affecting offline channels.

Recall that at about this time last year, when talking with some home appliance manufacturers about their e-commerce, their attitudes remained. Although they believed that e-commerce channels are rising, they still have concerns about the size of their e-commerce business. Sales of physical channels.

After many rounds of e-commerce wars so far last year, the rapid development of the home-grid-grid-purchasing market has caused many home appliance makers who are still undecided and hesitant to start rethinking their own e-commerce channel development strategy. The analysis report of the home network purchase helped resolve the determination of some manufacturers.

This report shows that China's B2C home network purchase market scale (including mobile phones, tablet computers) has reached 53 billion yuan, accounting for 17.7% of the total B2C online shopping market transaction volume, of which 53 billion, mobile phones are still the bulk, reaching 30 billion, However, flat-panel TVs, refrigerators, washing machines, and air conditioners accounted for 27.4% of household electrical appliances, reaching 13.7 billion yuan, and small household appliances also had 5 billion yuan. The sales volume of the home appliance product online shopping market is still relatively low in the overall sales of home appliances, but the growth momentum has made home appliance manufacturers see new hopes for channels.

However, some household electrical appliance companies are still in the initial stage of “electric shock”, and they often move offline brand products directly to online sales. This is not a long-term plan, and may even damage the offline brands. How do you do that online channel? It is obviously impossible to copy the line under the line. First, the characteristics of online and offline channels and the consumer groups facing them will be different. As the experts analyzed, the current home network purchase market highlights six major features such as the expansion of scale, centralized channels, brand high-end and diversification, low purchase price, product diversification, and the rejuvenation of consumer groups.

The home network purchase analysis report pointed out that the online brand structure did not simply duplicate the offline market, but rather “early layout early and early benefits, rapid transformation and quick results”, earlier home appliance manufacturers who attach importance to e-commerce channels have more Good performance can drive the overall sales volume of the company. The online shopping market also has obvious characteristics of “heroes don’t ask the source”. It is unlikely that companies with high channel share and reputation are selling well online. For example, Changdi has occupied most of the oven category in the online shopping market. Galanz, which has a relatively small market share, ranked first in terms of sales of air conditioners on the Internet in the past two months. Previously, it was mostly engaged in OEM business and had just started to make Omar refrigerators with its own brand domestic market. In the first half of the year, the online shopping market had a prominent sales volume. These are related to the strategy of the manufacturers in the field of e-commerce, in which the marketing of the internet of thought is a very important success factor.

Faced with the new market competition pattern and the face of younger and more varied consumers, more and more home appliance manufacturers have begun to figure out how to do well in online mobile appliance era marketing while not affecting offline channels. The United States has made new attempts in this area. In June, it launched a sub-brand "Easy Cooker" dedicated to online channels. The sub-brand is positioned after 80 and 90 consumers, and its products cover induction cookers and rice cookers. Electric pressure cookers, electric cookers, grilling machines, mixers and other six categories, product design will be more stylish personality, and choose to cooperate with the professional e-commerce platform Jingdong.

Although Midea and Jingdong expect this sub-brand to achieve 1 billion sales by 2015, consumers cannot buy it and the real effect remains to be tested by the market. However, this attempt is indeed conducive to separating online and offline, and caters to " An online consumer group that is old and new. It is not just the United States that has similar ideas. The former Galanz spokesman Lu Yulie once said that the original brand tone may not necessarily meet the market demand of the online segment. Enterprises are also considering not pushing out the launch of new brands on the Internet. .

Of course, the attempts and ideas of traditional home appliance companies in the field of e-commerce certainly do not stop there. While we "stand still and change", we also expect that companies in the future can taste more sweetness from this part of the market.