Guo interview with Economic Herald on "small household electrical appliances dealer Problem"

Guo, an expert member of China Internet Association, received an interview with the Economic Herald for the "small household electrical Appliances dealer problem", see "net buys the development momentum swift and violent electric appliance industry to break through", see "Economic Herald" 2014/3/10.

8th, the company released its 2013 annual report, the total operating income of 5.328 billion yuan, an increase of 7.82% from a year earlier, to achieve the ownership of the listed shareholders of the net profit of 470 million yuan, up 3.18% from a year earlier.

From the traditional channel of flat design, to the overall layout of the three or four market, and then to the construction of E-commerce network, the company has become the highest sales of electric appliances in the traditional brand.

"In the Electronic Business platform can be creative collection, customer feedback, or even a new customer service channels." For home appliances Enterprises, especially small household electrical appliances enterprises, offline 70%-80% of the shops in the loss, the electricity business has become the main channel of profit growth. In the case of fierce competition and little difference in science and technology, the success or failure of channel building is the key to winning. "China Internet Association Expert committee member, Herald special commentator Guo 9th to accept the Economic Herald reporter interview.

Bittersweet

From the performance of small household appliances listed companies can be seen in the home appliances industry, the competitive landscape is undergoing a subtle change.

As the first listed company in China's cooker industry, Supor's performance letters show that the company's operating income for 2013 was $8.384 billion, up 21.69% from a year earlier, with a net profit of $640 million, up 24.5% from last year.

Ilipu, one of China's largest rice cookers and electric ovens, is also quietly diversifying in the industry. The company is expected to achieve operating income of 690 million yuan in 2013, an increase of 7.82% per cent, net profit attributable to shareholders of listed companies increased by 53.63% over a year earlier.

By contrast, BDO's cross-industry diversification has failed to achieve such as the top two companies to increase profits. During the reporting period, the company's operating income was 3.117 billion yuan, although it rose 13.04% from a year earlier, operating profit fell by 690.25%, only 37.531 million yuan.

Thus, the era of pure reliance on certain products to conquer the world has been difficult to maintain.

On the line into the main battlefield

Despite the adjustment, the household appliances industry has not been to the trough. According to the Allwin consultation forecast, the home electric network buys in the next few years will maintain the high speed growth, is expected 2015 will break through the hundred billion scale, occupies the household appliance market overall scale 14%, becomes one of home appliance market main sales channel.

This point from the nine-Yang shares of the electric business channel has been validated, nine-Yang E-commerce Center was established in April 2011. With the development of mobile interconnection, E-commerce has become more and more closely related to everyone. "Jiang Guangyong, Secretary of the board, said.

2012, the company's e-commerce income growth of more than 60%, only "double 11" one day, in the days of the cat's sales on the breakthrough of 43 million yuan, creating a day cat kitchen appliances category sales record. 2013, "Double 11" the day of the nine-Yang in Taobao sales breakthrough 100 million, once again refreshed record, to the absolute superiority of the kitchen appliances single shop sales champion throne. Ye Yong, director of the Electronic Commerce center of the company, said that this is from the core needs of users of the network to pay attention to the whole situation.

"The characteristics of small household electrical appliances are more suitable for sales of electric business channels. The power supplier not only saves the cost, but also expands the sales scope of the enterprise. "Guo said.

"Small household electrical appliances through the electric business channel sales accounted for more than 20%." In order to avoid and offline product conflicts, many companies in the online sales for the development of separate, and in terms of price, function and other aspects of the difference, the future of small household electrical appliances industry and electric business channels will be more closely linked. "Guo said.