Every year in the refresh sales record of 11 pairs of electricity providers in China is a microcosm of rapid development. Needless to say, the emergence and rise of electricity providers have completely changed the flow of almost all areas of business in China territory, household appliances industry is also spared. Electronic business platform with convenient, fast, free from time and space constraints of the shopping experience, as well as the cost and price advantage, and gradually become the first choice for Chinese consumers to buy home appliances shopping channel.
According to the Ministry of Industry CCID Institute released the "2015 home appliances purchase analysis report" shows that from 2013 to 2015, the average annual growth rate of China's national grid market nearly 100 billion in 2015, the purchase of our national power market (including mobile terminals) Reaching 300.7 billion yuan. The recently released "2016 in the first half of the national power grid analysis report" shows that the first half of this year, the scale of home appliances market hit a record high, the total size of 184.8 billion yuan (including mobile terminals). Among them, nearly 60% of the proportion of Jingdong occupy the first position of the market share of home appliances, Alibaba and Suning, "A Su Union" total share of over 36%, the overall synergistic effect of the initial show.
Price is no longer the only means of competition in the electricity business giants
Market cake continue to expand behind a few home appliance business oligopoly competition between the focus is also changing. The price is no longer is the only killer to get users heart, service and shopping experience is becoming the focus of various home appliance business competition. "Rational shopping" has become the "double 11" the most popular vocabulary.
In fact, the beginning of the competition in the various providers, "low" can be said that the most important means of competition for users, not one.
On the one hand in order to quickly expand the market share of electricity business, will invest huge amounts of money to subsidize user prices, which is commonly known as "take the money to subsidize users of the user"; the other hand, relative to the traditional offline channels, Online channels do have operational efficiency, operating costs have certain advantages, which can be part of the advantage reflected in the price.
But the price war is always a double edged sword, especially the price war to the most brutal stage, a large number of businesses overdraft the normal promotional resources, only through other means to make up.
In the previous "double 11" big promotion, many businesses will resort to ultra-low discount to low prices to attract consumers, and many consumers are often blinded by low-cost "rational eyes" to buy some less desirable Goods, and even some of the inferior goods is shoddy, for the aftermarket laid a great hidden dangers. In addition, there are many netizens are reflected in their purchase to some of the so-called "e-commerce specifically for" goods, seemingly cheap, but some specifications, materials will be secretly shrinking, people very hard to detect.
After all, the fundamental mission of the enterprise is to profit, long-term money-losing who do not want to do shouting. Prices down, the quality and service will naturally shrink, the last damage can only be consumers.
As consumers gradually to online shopping as a daily consumer behavior, in fact, the importance of price for the purchase decision but in decline. At the same time along with the improvement of the level of consumption of Chinese residents, people began to pay more attention to online shopping business services provided. According to an agency recently launched a survey data show that up to 55.7% of users that "dual 11" during the online shopping although the money than usual, but time-consuming and laborious. Visible consumers for the "double 11" understanding tends to be rational, not only focus on price, but pay more attention to the necessity of the purchase of goods and personal needs. Many users frankly: the "double 11" is not cold, and if there is a need for goods, usually buy the buy, "double 11" period in addition to some usually not willing to buy the goods really good Of the price, or resolutely "chop hands."
Rational shopping this year into the hottest keywords
And consumers on the 11 pairs of quietly changing attitude compared to this year's great electricity giant's attitude is also surprisingly consistent somewhat similar: "rational shopping" has become the most popular vocabulary this year.
Jingdong Mall appliance division president Yan Xiaobing in the "double 11" before that, Jingdong home appliance business will not be a year to two days to deliberately engage in the so-called low-cost promotions, but in the product, price, service These three elements work hard, because the price is the natural advantages of electricity business.
Alibaba CEO Zhang Yong has also issued a similar view, he said, "Double 11" development so far, Ali is no longer the low price as a marketing point, the price is attractive, the need for consumers to judge their own. Ali is now the direction of consumer upgrades.
At the same time, GOME President Wang Junzhou also issued the day before yesterday to attract consumers is no longer a single price factor, but the retail itself integrated services argument.
There are indications that the mainstream home appliance business have been aware of their growing power at the same time, only through the reverse impact of the market, and guide consumers, home appliances manufacturers and their own sync into the fast lane of growth, home network to buy the cake to Yuezuo Yue Large, industry upgrading and transformation will see hope.
Rational shopping can not just slogan
To allow users to return to the real rationality of shopping slogan is not enough light, electricity companies must also take practical action to guide consumers.
"Starting from November 1," Jingdong pairs of 11 appliances sales list "began to update the major home appliance brands on the same day sales, the purpose is to provide consumers with shopping guide, so that consumer appliances more rational." Yan Xiaobing in the planning Jingdong This year's double 11 battle to point out their specific practices.
Yan Xiaobing mouth of the "double 11 appliances sales list" is actually nothing new in this year's Jingdong 6.18 promotion has been tried, the list is based on the effective closing order 24 hours a day cumulative total amount, and then Ranked by natural brand ranking. Unlike other lists, the appliance sales list is a series of automatically generated based on real consumption data list, which is tantamount to the consumer sovereignty back to the consumer, so that consumers accept the most real consumer buying advice, so as to avoid Blind consumption and impulsive consumption.
In the era of no data support, consumers are always in a passive position, dominance in the hands of manufacturers and retailers, the real consumer demand is ignored, the real market situation is not displayed. Over time, the distrust between consumers and manufacturers will gradually increase. This is not only an injury to consumers, but also the entire market environment is a negative impact, "dual 11" has gradually become a platform for manufacturers to clean up inventory, and manufacturers will be due to whitewash these days of sales data and launch Some products with low price and poor quality. Rational consumption will be out of the question.
In the whole of China are facing the consumer to upgrade when the mouth, household electrical appliance enterprises in order to smoothly implement the supply side of reform, more dependent on efficient and accurate distribution channels. And gradually become the main channel of home appliances in the current channel, relying on large electricity business platform to obtain real consumer data channel, closely around the "user-centric" and deepen the "functional consumption" to "quality of consumption" The pattern has become a step must be crossed. And become more rational "double 11", but also China's consumer electronics market to mature the only way.