Since the birth of June 18, the mid-year home appliance carnival has become the shopping habit of 1.4 billion Chinese, and this year is no exception.
Explosive products and preferential prices have ushered in another feast for the home appliance industry. Since its opening on June 1, JD.com's home appliance sales have reproduced the incredible "618 phenomenon" at a sustained high level. All categories have exploded, and JD.com's home appliances continued to sell throughout the red June.
Different from previous years, this year's June 18th, no matter in terms of brand, manufacturer or channel, have quietly changed, catering to the arrival of new consumption and new retail models. Behind a series of data, the home appliance industry should think hard about how to go better in the future.
Consumption upgrading is a popular vocabulary in the past two years. In a narrow sense, price increases are one of the typical characteristics of consumption upgrades. According to the statistics of JD.com's home appliances data, under the multiple favorable conditions, this year's June 18th promotion of China's smart TV ushered in a major outbreak, and the amount of sales in two minutes will exceed 100 million yuan. The symbol of traditional high-end TVs-55-inch products can break 10,000 sets in 5 minutes, setting another record in the history of Chinese TV retail. This means that traditional high-end products are entering ordinary households. It is quite a bit old that Wang Xietang Qianyan flew into the homes of ordinary people. The trend of large products such as refrigerators and air conditioners is similar to that of TVs.
But as we all know, the price cannot be simply equal to the quality. After carefully analyzing the big data of JD.com, it is not difficult to find that the top-ranked manufacturers have their core technologies in their main TV products. The sales of Sony TVs, which are mainly high-end and high-end, reached three times the same period last year. Sharp jumped out on the 18th, and the 60-inch 4K explosives of the "Net Red" set a new record of 618 TV single models.
The white electricity market also shows a similar situation. Midea, Haier, Gree, Oaks and other companies are all leaders in the industry, and they all attach great importance to research and development. The explosion products launched have internationally leading core technology. Therefore, they maintained the overall category of home appliances in the promotion of June 18th. The leading position in sales, among which Oaks Red's June sales reached a record high.
The data brought to people by 6.18 is worthy of consideration by every manufacturer. After consumers abandon price sensitivity, only the leading and practical technology can really impress them. If they can not keep up with this trend, they will still be addicted to OEM, OEM, and earn short-term profits. I am afraid they will be eliminated by the market; instead The technical advantages will further help the head effect to the extreme, and bring more profits to manufacturers, but also force manufacturers to continue to invest and innovate products.
High-end service standards promote industrial upgradingDon't forget the original intention, just have to always. When we review the history of the development of home appliance retail, it is not difficult to judge that high-quality services and excellent shopping experience are one of the important factors for consumers to quickly "empathize" from offline channels and switch to JD.com.
After years of intensive cultivation, in the "2017 Home Grid Purchase Analysis Report" published by the CCID Research Institute of the Ministry of Industry and Information Technology in February 2018, Jingdong Home Appliances has become the largest home appliance in China by virtue of its absolute advantage of 60.8% online. The retail channel has consolidated its position as the largest online and offline omnichannel appliance retailer.
Service is one of the decisive factors for the success of JD appliances. From 7 days of unreasonable returns to 36 consumer commitments to the Beijing Umbrella Program, 30 days of price protection, 30 days of quality problem returns, and 180 days of quality problem exchanges, in terms of after-sales service, JD.com always leads the industry. This also forces the entire home appliance industry to reflect on and upgrade its service system. On the one hand, it can match the high standards and strict requirements of JD. On the other hand, service upgrade is also an important part of consumer upgrade. Consumer demand, the brand is facing the risk of being eliminated by market competition-this point, many home appliance companies have used their own bankruptcy liquidation, withdrawing from the Chinese market and other tragic behavior, leaving a negative case that is worth reflecting on.
The upgrading of the home appliance industry relies on the promotion of the entire industry, and JD.com is the "pushman" behind the scenes. In addition to providing consumers with top-notch services, JD Appliances also aimed at manufacturers. With more than ten years of Internet business operations and big data management, JD.com has accumulated a lot of valuable retail operation experience and service capabilities, including the most dynamic member operation system, the most extensive marketing network, a complex SKU management system, and high efficiency The logistics service ability and so on a series of extremely valuable services for the B end.
Through the empowerment of JD home appliance big data, manufacturers can produce and stock up in advance for the portraits of consumers, and use highly targeted marketing methods to maximize production and sales assistance.
Today, JD Appliances has fully opened up these "capabilities" to supplier partners, becoming a retail infrastructure that empowers partners, and provides brand owners with full-scenario coverage, full transaction links, and open architecture solutions to allow the entire appliance industry Sharing the resources and capabilities of JD.com has undoubtedly taken a major step forward in upgrading the home appliance industry, and once again is at the forefront of the industry.
Unbounded retail promotes omni-channel integrationLiu Qiangdong once said that the next fourth revolution will not change retail but the retail infrastructure. The retail infrastructure will become extremely plastic, intelligent and collaborative, promoting the arrival of the "unbounded retail" era and realizing the upgrade of cost, efficiency and experience.
Indeed, after achieving online and offline preferential shopping and high-standard services, what do consumers want? Is it ubiquitous marketing and precise delivery? Not necessarily. What consumers need is a seamless online and offline channel and an immersive consumer experience service.
Offline experience, enjoy the discounts and after-sales of online purchases, and even enjoy the delivery of the logistics brother, are likely to be one of the most common consumption scenarios in future unbounded retail. In view of this, JD.com has made channel sinking its core strategy of the year since 2013, and strives to improve the offline experience of consumers. So far, JD.com's home appliance stores have exceeded 10,000, covering the country's 3-6 line towns and villages, covering 2.5 towns and 600,000 administrative villages. Its development goal is to exceed 15,000 this year.
In addition, JD.com's offline channel construction work also cooperates with many brands and offline channel vendors. Following the grand opening of the first JD.com brand experience store in May, TCL JD.com, a home appliance experience store in Shenzhen, Changhong Meiling, Shuaikang, Kangbao, Zuni, Qinyuan and other home appliance brands have opened dozens of stores. This is a courageous attempt in the home appliance industry. JD Home Appliances has played a more role as a service platform, while brand owners have JD.com's entire industry chain empowerment as management capital to achieve a strong and genuine alliance. In addition, JD.com also cooperated with five-star electrical appliances, a well-known offline distributor, to open the first unbounded retail experience store in Luoyang, so that consumers can enjoy the carnival of 6.18 online.
Omni-channel integration is not just a plan on paper, but a reality in our lives. With the comprehensive sinking of JD appliances, manufacturers will further expand user groups, sell products to more consumers, and achieve a comprehensive upgrade of the appliance industry.
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