Electric dealers "in the countryside"

The air conditioning season is coming, the rural market will still be the growth point of the air conditioner industry in the 2013, the electric dealer and the dealer fight up the township market.

Suning, Gome, Beijing-east is online under the linkage mode "quietly" to the countryside, the three or four-level market of air-conditioning dealers face transformation. However, the air-conditioning industry "three giants" gree, the United States and Haier are in the strength of their tens of thousands of stores sales system.

Electric dealers "in the countryside"

According to the air conditioner white paper published by Su Ning, 2011 rural households in China have only 22.58 units of air-conditioning per hundred households, and the number of urban households has reached 122 units, the rural air-conditioning market potential is huge.

To this end, Suning, Gome are extending its two or three-tier market sales, logistics, warehousing, service system. Su Ning Guangzhou District Management Center executive Deputy General Manager study revealed, in order to expand the township market, Suning last December in Shandong, Zhejiang, Guangdong, Fujian and other places to launch the flagship store, the next three years the regional flagship store will reach 1000. Su Ning also through its electric business platform easy to buy "airborne", will be the distribution network sinks to three or four level market.

Jing Dong also quietly "to the countryside." An air-conditioning factory in charge of the electricity business to the "First financial daily" reporter disclosed that the Beijing-east this year in Guangdong and other pilot "O2O" (online fusion) model, select the factory's outstanding agents and retailers to cooperate in the three or four-tier market layout. BEIJING-East 2012 air-conditioning sales amounted to 1.6 billion yuan, about 600,000 units, this year to impact 2.6 billion yuan sales target.

Suning this year for the first time to line up under the fusion mode to sell air-conditioning. Su Ning forecasts, 2013 the agent channel will be impacted, the market further atrophy. The development of channel fusion under line is the main feature of air conditioning channel in the 2013.

TCL Group of Electric dealers also told the reporter, the Chamber of Commerce has a certain impact on the entity stores. Tcl this year in some areas to try "online and offline linkage" of the "O2O" mode, consumers can line up and down orders, TCL stores in the radiation area to provide delivery, installation, commissioning services, can also carry out two sales, such as selling accessories or other electrical appliances.

Zhang Yanbin, dean of the Allwin Consulting school, said that in 2012, the electricity business accounted for 4.8% of China's air conditioner sales and was expected to reach 7%~8% in 2013.

Offline and online "Price protection War"

The rapid growth of the electric business will bring about rising costs, and cause the manufacturers to worry about the price system.

"A number of major electric power companies have a certain degree of adjustment in their policies every year, but they also have to consider competing with each other, and it is estimated that the increase in the cost of electricity dealers will be within 5% this year." "TCL Electric business executives believe that Taobao this year's business policy has not changed, and consumers at present the demand for online shopping is mainly the price, the electricity quotient cost to rise too fast is not conducive to scale bigger."

Suning, Gome this year to implement the line under the unified procurement, but TCL Electric business owner said, will adhere to the line under the staggered product model, price separation principle. "We will strictly tighten the line to sell products online, even if put on the line to sell can not be very low price, because there are supermarkets, department stores, distributors and other channels, the destruction of the price system will never stand idly by." ”

At home there are tens of thousands of stores in the gree attitude seems tougher. Gree Air-conditioning a store owner revealed that the electricity business Subversion price system is gree taboo. Dealers are collecting funds, gree must protect the price system. "I can apply to open Taobao shop, but with the approval of the factory, online prices, also need to be approved by Gree local branch to implement." ”

Another air conditioning giant's related personage also admits, the electric business in its air conditioner sales accounted for less than 5%, the traditional big enterprise all scruples about the entity store by the electricity merchant's impact. "The most concerned about the online vicious competition impact offline system, we are on the electric business to disrupt the price system of the practice of ' 0 tolerance '." ”

Haier China sales general manager Yang Jiaoshan to our correspondent that the electric business and store is two systems, consumers are different.

Challenge and transformation

Market, product separation is the traditional distributor "Umbrella". Hisense Kelon Guangzhou Branch General Manager Assistant Wu Weixian that, Hisense Kelon store 80%~90% in the three or four-tier market, the impact of the electric business is not big. Stores in the city will survive on differentiated services, such as providing faster installation services in the peak season.

Li Beqiang, an air conditioner spokesman, said: "We have more to promote the new products and product digestion put online." Although the electric dealer has some influence to the traditional channel, the future various channels will still coexist. "Chi High Air conditioning E-commerce Minister Yu Yanchun also said:" The factory will try to maintain the electricity quotient, the big chain, the traditional distributor of the balance between the three patterns. ”

However, with Suning, Gome and Jingdong in the three or four-tier market logistics system mature, traditional dealers still face challenges.

An air conditioner industry veteran predicted: "The future three or four-tier market dealers will be with a large chain or regional chain integration, become their service providers, for Suning, Gome or Beijing East in rural markets to provide distribution, installation, maintenance and other services." In this process, gree, the United States, Haier and other air-conditioning giants will still be in control of the dominant, but some of the two or three-line air-conditioning brand will be open to the power of some traditional distributors of strategic resources to gain greater market share. ”

In fact, the prelude to the transformation of township dealers has been opened. Prosperity in Zhejiang Cixi chain has been signed in the country more than 7,000 township franchise stores, and is building their own E-commerce platform, through the online platform to expand the township shop product samples, and online sales are integrated into the distribution service resources.