On April 24, the "2018 May 1st China Household Appliances Consumption Trends Analysis Report" was officially released. The "Report" predicts four major trends in the home appliance market during the May Day of 2018: the promotion function of traditional holidays continues to weaken; consumption upgrades trigger new functional changes; the proportion of high-end home appliance consumption continues to increase; online services promote the service standards of the entire industry of home appliances . The report pointed out that online channels are becoming the home of five electrical sales, and the channel function transformation caused by consumption upgrades will continue to deepen. The general trend of online and offline integration will further enhance the happiness and gain of home appliance consumers. According to the analysis of the "Report", with the increasing number of new promotional festivals, the distribution of five electric outlets has a clear trend.
2014-2017 annual home appliance promotion frequency (times)
According to AVC data, from 2014 to 2017, the annual promotion frequency increased from 16 to 27 times, and the number of promotional nodes increased significantly. With the post-80s and post-90s becoming the main consumer group of home appliances, the sales volume of "May 1" home appliances no longer has an advantage over 618, 815, and Double 11. In addition to the national shopping frenzy such as 618, 815 and Double 11, there are also small high-frequency promotional nodes such as JD.com ’s super-brand day and Pinnacle Carnival which continue to divert May 1st home appliance sales.
Sales of five household electrical appliances in 2014-2017 (100 million yuan)
After the sales of five household electrical appliances fell to the bottom in 2016, they still struggled to climb during the May Day of 2017. It is expected that the sales of home appliances will continue to slump during the May Day of this year. However, as the consumption upgrade releases consumers' pursuit of high-quality home appliances, high-smart home appliances, and low-energy home appliances, the “weak experience†function of online channels that previously learned the functional price of home appliances products has changed to “strong consumptionâ€, becoming home appliance sales The place where the main scene took place.
Aowei Cloud (AVC) provides five electricity sales in recent years also proved this trend. From May 2014 to May 2017, online and offline home appliance sales reversed.
Online sales of online and offline home appliances between May and May 2014 (unit: 10,000 units)
During the May Day of 2017, the sales of online home appliances not only greatly exceeded the sales of offline home appliances, but also exceeded the high sales of offline home appliances during the May Day of 2014. Under this background, the functions and identities of online and offline channels have changed dramatically. Online channels have become a ubiquitous home appliance sales place, and offline channels have become an indispensable home field for the home appliance experience.
In addition, according to the data provided by AVC, the sales volume and proportion of high-end home appliances such as online 4K TVs, cabinet inverter air conditioners, multi-door refrigerators, and tumble dryers during May 1st have increased significantly . Emerging home appliance categories such as dishwashers, ovens, dryers, etc. are also getting more and more attention from online consumers. It is expected that 2018 will still be an active period of high-speed growth of e-commerce that focuses on the high-end market.
The proportion of online sales of some high-end home appliance categories during the May Day period from 2014 to 2017
The increase in the proportion of high-end home appliance sales in e-commerce platforms has also objectively promoted the pace of transformation and upgrading of consumer and physical enterprises. On the one hand, the transparent product information and customer evaluation of e-commerce can make consumers more aware of the parameter performance and user experience of high-end home appliances, eliminate the information asymmetry between new products and consumers, and shorten the high-end products and new products. The market acceptance cycle promotes consumption upgrades; on the other hand, with the help of rich big data, online e-commerce passes consumers ’in-depth needs to home appliance brand enterprises, and targeted product R & D and innovation form a de facto physical feedback and Empowerment.
Taking JD Appliances as an example, consumers who purchased home appliance products after conducting online customer service consultations in 2017 were five times as many as those who silently purchased users, indicating that consumers' expectations for pre-sales customer service are constantly increasing. At the same time, the transparency of online home appliance channel sales has also enabled a wider range of consumers to participate in the improvement of service standards. In particular, the whole process of one-stop services including platform services, pre-sales, in-sales, after-sales and value-added services has become the direction of the improvement of online home grid purchase services.
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