Dealer vs Shop! The change of home appliance channel is imminent

The home appliance industry is a disaster this year: first, energy-saving subsidy policy to stop, greatly reduce the consumer's desire to buy, after the new energy standards, energy standards to increase the scope of expansion, the industry aihongbianye ... Coupled with fluctuations in the price of raw materials, market saturation increase and other factors, home appliances industry seems to have entered the first winter in nearly 10 years.

How to increase the number of household electrical appliances sales, from the end of the market to stimulate the entire household appliances industry recovery has become the current problem. At the end of the previous "11" National Day, home appliances sales data, including the rapid increase in the number of electric business channel Sales has become the industry and upstream and downstream industry chain focus. In the overall household electrical appliances sales market relative weakness of the current situation, home appliance sales channel changes imminent, the electricity business is undoubtedly the first choice.

It's exploding! The more "madness" of electric business channels

In fact, since the appliance enterprises began to exert power in the electric business channels, the electric business channel has continued to increase the trend of high growth. But relatively speaking, offline channel in the past is still the lifeblood of household electrical appliances Enterprises, the electricity business channel investment is not big. But in this year the entire household appliance industry encounters the cold winter situation, the electric business channel still maintains the ultra-high speed growth almost becomes the household appliance Enterprise's life-saving straw.

In the sales of color TV products, "11" during the Golden Week, the sales channel sales growth rate of up to 87%, is the traditional line under the growth of the market nearly 40 times times! And in this year, the electrical business channel is not affected by the whole household appliance market downturn, the previous August main household appliances category of online retail volume growth of up to 175% year-on-year growth momentum can be seen.

The reason for the rapid rise of electric business channels, and the more "crazy", and even subversion of the traditional channel layout, is because of its convenient product comparison, convenient information communication, rapid logistics experience, as well as a complete set of services, so that the electrical business, home appliances enterprises and consumers achieve a total win. For electric dealers, they set up a low-cost platform for product release, information Communication, sales/purchase, etc. for home appliance enterprises and consumers, they are able to pass their products to consumers faster through electric dealers and even build up their own Internet brand; for consumers, Through the electrical business can intuitively see the performance of home appliances, appearance, and can be inferred according to the quality of Word-of-mouth, removed from the traditional sales channels are "fooled" the risk, you can also enjoy the various convenient services.

Electricity business channel burst from market change

The reason why the electric business channel can break out is that the home appliance sales market changes. At present, whether it is television, refrigerators, air-conditioning or water heaters, microwave ovens and other household electrical appliances, in the one or two-tier urban market has become saturated, or even negative growth, they are not pulling home appliances sales force. The three or four-tier city market has become a new growth point, and even the rural market of level five or six counties is erupting.

Home appliances Market sales focus began to migrate, but these markets have a division area wide, the population is dispersed and so on, home appliance enterprises are difficult to the traditional way of laying stores to quickly realize the sinking of the channel. In the face of this situation, the explosion of electric business channels appears to be the case-after all, the Internet is not bound. And the electric business channel has the natural cost superiority, its cost is approximately 2/3 of the traditional line channel cost. From this, covers the consumer group area to be wide, the product renews quickly, can promptly withdraw the fund the electricity Merchant Channel to become the household appliance Enterprise Sales channel change the primary choice.

Embrace the new channel, also pay attention to the risk

The rapid growth of the electric business channel allows many home appliance enterprises to begin to pay more attention to its market guiding power. If the previous appliance enterprises in the electric business channel input just hold to try the mentality, just holding the attitude can not let their own outdated, then it has now as its product sales channel another powerful hand. Continue to firmly promote the development of traditional offline channels at the same time, home appliances enterprises are now almost in the focus of the distribution of electric business channels, in the electric business channel under the big work, and strive to make it and the traditional offline channel "abreast."

Although the electricity business channel opens up and the key investment to the home appliance Enterprise has many good points, to the entire household electrical appliances industry comprehensive recovery also has certain promotion function, but we also must see the electricity business channel also not to be safe, also exists certain risk. Because of the particularity of the electric business channel, it pays more attention to the capacity supply, logistics distribution and installation and maintenance service system. If these key links are not well addressed, then the electric business channel not only can not help the household appliance Enterprise to complete the sales task, the development market, but very possibly causes the appliance enterprise the brand degree to be damaged, then affects its traditional offline channel sale-after all, the establishment of the Word-of-mouth is not easy, the damage may be once. (Sci-fi galaxy/text)

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