Appliance industry bid farewell to explosive growth

The five-year policy for home appliances to rural areas has fully expired. After contributing 720.4 billion yuan in sales for the home appliance industry, the subsidy policy that lasted for the longest period of time has come to an end. What are the next drivers of growth in the home appliance industry? Has also become a hot spot in the industry.

At the "China Household Appliances Development Summit Forum" held in Shanghai recently, Bu Zheng said that in 2012, the home appliance industry faced a test of declining domestic and international demand and a sharp drop in domestic sales of some products. By accelerating the pace of transformation and upgrading, it still achieved adversity. increase. According to statistics, in 2012, the total output value of China's household electrical appliances industry reached 1.14 trillion yuan, an increase of 13% year-on-year. In the first two months of this year, the home appliance market was fierce, and home appliance sales increased significantly compared to the same period last year.

From an expert's point of view, at present, the penetration rate of home appliances has greatly increased in both urban and rural areas, and industrial competition has become more intense. Under this circumstance, home appliance companies need to accelerate the development mode change by creating their own competitive advantage and brand advantages, so as to seize new opportunities for industrial development.

The reporter saw at the China Household Appliances Expo that there are endless products and exhibitors focusing on the “healthy card”. Industry sources explained that since the PM2.5 and groundwater became a hot topic, people’s attention on health-related household electrical appliances has greatly increased, and more and more companies have begun to get involved in household water purifiers, air purifiers, and other products. Home appliances will become a new highlight of the home appliance industry.

In particular, with the passage of time, generations of consumers in the 1980s and the 1990s have gradually emerged and are becoming the main consumers of home appliances. "They have a very strong interest in emerging home appliances, such as health appliances," said Jingdong Mall CMO Lan Yi.

Urbanization will drive the third wave of urbanization The urbanization rate is an important indicator of the economic development of a country or region. Premier Li Keqiang met with Chinese and foreign journalists who spoke to the two associations and answered questions. He said that urbanization is an inevitable trend of modernization and is also the general desire of the majority of farmers. Now more than 10 million farmers are transferred to towns every year.

Industry experts predict that urbanization will become the third wave of rapid growth in the home appliance industry after undergoing rapid development of real estate and home appliances to the countryside. Although it is less fierce than the previous two, it will be even more continuous.

“The dividends of reform and urbanization have injected a great impetus for consumption. This kind of spending power has brought great opportunities for China's own brands.” Liu Yaoping, general manager of Skyworth Marketing, said, but in the process, it is necessary to avoid "Wishful thinking." Can not blindly worship the high-end or dumping the low-end, simply use the relationship between the price and the brand to draw the equal sign, which is a discriminatory method, ignoring the actual situation of consumers and purchasing power.

In addition, Gan Yonghe, vice president of Hisense Kelon, also proposed to increase investment and upgrade to a newer city or town. Because in the process of new urbanization, the pursuit of a living environment and improvement of living conditions will surely be achieved. In order to allow ordinary farmers to enter cities and towns, they will also feel a healthy and comfortable life.

Coveted urbanization "cake" is also foreign brands. Kim Jae-cheong, general manager of LG Appliances, frankly stated that by comparison, the chances of sales in the first and second-tier cities are certainly no higher than those in the third and fourth-tier cities. In order to maintain a firm foothold in China, we must continue to invest and develop in the third and fourth-tier cities. To this end, it has established more than 100 brand stores in 2012 and is expected to reach 500-600 this year.

Can not bypass the power of the electronic business to accelerate the acceleration of both products or the market, can not bypass the rapid rise of the home appliance industry, a sales model - e-commerce. Experts predict that in the next 5-10 years, the e-commerce website is expected to occupy 40% of the home appliance retail market in China, with a ratio of 4:6 to traditional channels, making it one of the best growth sales channels for home appliances.

Lan Hao pointed out that at present, the home appliance B2C website covers an average of more than 8 million people each day, and the number of monthly visits exceeds 800 million. These two data have already achieved a total surpassing of physical store traffic. Among them, Jingdong Mall, the largest integrated online retailer in China, accounts for more than 70% of the traffic.

“E-commerce has a strong advantage in supply chain efficiency and cost control.” When talking about comparison with physical stores, Lan Yi stated that “Overall, e-commerce costs are 6 to 8 percent lower than the cost of physical stores.” At the same time, e-commerce channel diversification of marketing means is also better than the physical storefronts, based on big data, precision marketing, related products, push, social functions and other Internet applications, from a variety of dimensions to meet the various needs of consumer groups, consumer electronics retail The wave of online shopping has been irreversible.

“Especially in the young people and the intellectual class, more and more people are starting to purchase home appliances through the Internet. Traditional home appliance manufacturers must also be in line with this trend and strive to expand this emerging consumer electronics retail channel.” Chairman Gao Jialin said that as a veteran appliance manufacturer, Xinfei Electric has also set up a special agency to explore and improve e-commerce business. It is expected that this year will have very significant growth.

In addition, Sun Jingyan, vice president of “White Power” of Haier Group, believes that the arrival of the Internet era has further increased the scarcity of user resources in the era of excess products, and the global manufacturing industry is ushering in a new era of major changes. Manufacturing companies must transition from traditional large-scale manufacturing to large-scale customization. Intelligent manufacturing and modular manufacturing have become new industrial development situations.