PConline Talks Although the bells at the beginning of the New Year's Day are still lingering in our ears, we have unknowingly walked past 9 months in 2016. During these nine months, whether it is traditional festivals or artificial shopping festivals, there will always be wave after wave of consumer electronics promotions dedicated to consumers, and count fingers, and immediately ushered in a wave of annual concessions called the largest line At the Home Appliances Shopping Festival, how should we play in the second half? Are everyone ready?

Home appliance industry in the first half of the year: overall good

In the first half of 2016, the brand competition of household appliance industry was fierce. Products were introduced into new directions. Not long ago, the National Bureau of Statistics announced that China’s GDP has increased by 6.7% year-on-year in the first half of this year. Although the trend is steady, but the economy will decline in the second half of the year, the household electrical appliance industry will increase, but the growth rate will slow down. .

According to the star map data monitoring display (main monitoring platform is Tmall, Jingdong, Suning Tesco, Gome Online, No. 1 and other mainstream B2C platforms), in the first half of the total online sales of home appliances, the largest contribution is still in June In the middle of the year, the total sales of home appliances reached as high as 14.32 billion yuan in just 19 days from June 1 to 19. Looking from the year-on-year increase, the year-on-year increase in household appliances in March was the highest, reaching 50.5%, (estimated to be “3·15” to stimulate consumption) followed by January and June, which were 44.7% and 41.0%, respectively (January It is the Lunar New Year's Eve, and June is the “6·18” Shopping Festival).

In terms of categories, the ratio of large appliances in the first half of the year was as high as 71.7%, living appliances and kitchen appliances accounted for 16.7% and 11.7% respectively, and the large share of home appliances was mainly attributed to the sales during the mid-year promotions. The increase was more than twice that of usual, but in the face of huge sales, the competition among big power giants will be even more intense.

In the major electronics category, the share of TV is still the highest. At present, the demand of users for television replacement will keep the TV share still growing at a high rate, but the average price of TV will drop by 6.8% year-on-year. The accelerated entry of Internet brands will make the TV price war. carry on.

How to play in the second half of the Home Appliances Shopping Festival?

What are the "battles" in the second half of the year?

As mentioned earlier, thanks to the promotion of various shopping festivals in the first half of the year, sales of home appliances in the online sales industry have achieved a good growth. Therefore, how can sales in the home appliance industry reach a level in the second half of the year? Height, to a large extent, has a lot to do with these shopping festivals and promotions. What are the "battles" in the second half?

During the Mid-Autumn Festival that just passed, according to the performance report of the Suning Mid-Autumn Festival, from the point of view of the 38W line, the sales volume was down by about 37% year-on-year, mainly because: First, color TV brands and channel distributors concentrated on creating festivals at 37W this year. The demand for the Mid-Autumn color TV market was closed ahead of schedule; second, the sales of 916, 917, and 919 last year were all at 38W, and this year's 919 promotion was postponed to 39W. The early closure of promotions and the misalignment at the time resulted in a significant drop in the 16W38.

The National Day Golden Week which is coming immediately is not only a tourist season, but also a frenzy for Chinese people. Although people in recent years have a tendency to buy overseas, there are strong discounts on online and offline stores. Still, it can attract most consumers to purchase home appliances in the country.

After the National Day Golden Week, closely followed by “11·11” and “12·12”, as the “11·11”, which has been the most effective in the whole year, has accumulated a large number of domestic fans, so the annual In November and December, there were a large number of consumers who had good deals such as purses, and bought them in major supermarkets.

Forecast the second half trend

Trend 1: cats and dogs e-commerce war will continue to be the highlight

According to the "Home Power Grid Acquisition Report," Jingdong Home Appliances has consolidated its position in 2015 with the overall advantages of the Jingdong platform, winning 60% of the home network purchase market, with a share of 60.2%. In 2015, Alibaba took a share in Suning, formed the "Asoo" coalition to enclose Jingdong, launched the "Pingjing Battle", and Tmall Electric City aggressively marched into Jingdong headquarters in Beijing. It intended to grab market share from Jingdong. Because home appliances are the strengths of JD.com, Suning's main business, and Alibaba's hard work, the E-Commerce War in the home appliance shopping market will continue to escalate in the second half of this year's Home Appliances Shopping Festival. The parties will adopt price wars, quality warfare, and supply. The battle for commercial wars and protracted wars in the rural household appliances market has pushed competition to the spotlight.

Trend 2: "Making Festival" will continue, brand day will rise

Brand day

In 2015, the main theme of home appliance marketing was "making festivals." In addition to the "6 • 18", "Double 11", "Double Twelve" and other online all-inclusive shopping festivals, there are "8 • 15 Jingdong Home Appliance Festival", "8 • 18 Suning Day Celebration", and "Suning Such small-scale promotion festivals as the “E-Commerce O2O Shopping Festival” and “May 1st”, “11th”, and New Year’s Day traditional home appliances purchase festivals have also extended to the online market, becoming the promotion day for the home-network procurement market. In addition, each e-commerce platform is still happy to make festivals. Take Gome Online as an example. In 2015, it created “3•15 Shopping Festival”, “4•18 All-Retail Shopping Festival”, and “7•16 Internet Carnival”. Festival, "8 • 3 Men's Day" and other online shopping festivals. In addition, this festival-making campaign was extended to branded companies, with brand-driven companies as their leaders, and businesses and brand companies launching “brand day” activities. Among them, “11•7” brand day and LeTV “9•19 fan festival” are model.

Trend 3: Rural areas may be the next new battlefield

Online shopping has become the mainstream mode of home appliance sales, and e-commerce channel competition has entered the white-hot. At the same time, with the increasing pursuit of the quality of life of rural consumers, the demand for home appliances of all categories is also increasing. The rural e-commerce market is further opened. This new "fat" may become the next step in the home appliance industry. A new battlefield.

The full text concludes: The home appliance industry has always had the characteristics of "holiday economy". With the wave after wave of shopping festivals, the household appliance industry sales have achieved an objective year-on-year increase. Besides, today's consumers are no longer alone. Buying "cheap" and pursuing quality are also one of the consumer's big consumer psychology. This requires home appliance companies to use excellent quality and more high-end products to satisfy consumers' desire to purchase. The upcoming wave of shopping festivals will set off a global storm that will shock the world. Here, Xiao Bian asks weakly and weakly: Are you ready for your wallet?

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