Haier electric business strategy speed: Wading Home Department Store

1th page Haier electric business strategy speed up: Wading Home Department Store

China's rapid growth of e-commerce market, not only to Suning, Gome and other channels to power the electricity business, "to the electrical", but also make the manufacturer Haier accelerated the pace of the electric business strategy, wading Home department stores. Last December 29 announced with the British retailer online "Love Gu Mall", this month, Haier and the furniture electric Shangmi lele cooperation, opened a one-stop home experience shop.

Haier kills into home electric dealer

January 12, 2013, Haier and furniture, the first brand of the United States Lele Furniture Network to achieve strategic cooperation, the first one-stop home experience shop "Haier Beauty Lele Home Plaza" unveiled in Qingdao. The square brings together a number of home appliances and furniture brands, including Haier, to provide European, Japanese, Korean, Chinese and other styles of different models, so that consumers experience free of charge. Consumers buy after a good experience.

"We hope to become a set of Internet, logistics network, service network, marketing network of the four networks in one open platform to meet consumer demand for home, home appliances personalized needs, to provide consumers with differentiated products and services." Haier Group executive vice president Yunjie to household Electrical appliances consumption Network (jdxfw.com), 2013 Haier Beauty Lele Home Plaza will be in Beijing, Shanghai, Wuhan, Guangzhou and other cities out of 48 stores, to 2014 in the country opened 200 stores.

It is understood that, as consumers buy furniture like to see a single, the United States Lele Furniture Network 2012 opened more than 100 online experience museum. This through the offline experience, online payment of the new model O2O (online to offline), is expected to further expand the online and offline business of Haier Fancy. In particular, the United States Lele to the line to extend the experience museum to the three or four-line city, its development direction and Haier coincide, can let the township of consumers enjoy the convenience of the shopping experience of large items.

A market research company predicts that the net purchase of household appliances in China is showing a steady rise in the development trend, is expected to break through hundreds of billions of dollars in 2015, accounting for total household appliances sales will reach about 14%, become home appliances market, the third largest channel industry.

Haier believes that at present, many rural areas of consumers do not have the network to buy large goods awareness. With the accession of the electric business and the comprehensive coverage of the logistics, the rural area consumer net buys the big commodity also to be in the foreseeable horizon.

It is understood that Haier in recent years began to pay attention to the distribution of electricity market, in order to get through the three or four-line of the city's electrical appliances market, Haier daily shun logistics large-scale exerting force, this year will use 6 billion layout three or four line city. Yunjie told home appliances Consumer Network (jdxfw.com), daily Shun logistics is the only real "sales to the village, door-to-door, service to households" logistics enterprises, in the country 400 cities and more than 1500 counties to achieve 24-hour limit, in 460 counties realize within 48 hours of delivery, In 860 counties to achieve more than 48 hours delivery.

Haier low-key wading department store electric dealer

Prior to this, Haier's online sales mainly through their own official website "Haier Mall" to achieve. Haier's five brands Haier, Cassadi, commander-in-chief, Haier Strauss, Zettom electrical products, including refrigerators, washing machines, air-conditioning, color TV and other nine categories of 200 goods. In addition, Haier also established the official flagship store in the day Cat Mall, and through Jingdong Mall, Suning and other independent consumer platform distribution of a distributor.

However, with home appliances to the countryside, with the old for the new and other favorable policies of the exit, 2012 China's household appliances industry ushered in sales in winter, home appliances consumption slipped into the deceleration zone. To the related category to expand, "go to the electrical", play combination boxing and growth, become a new approach to the appliance manufacturers to explore. Suning, Gome's electric platform suning easy to buy, Gome Online have joined the department store part, Haier electric business is not limited to the net sale of household appliances, trying to extend to the whole category department stores.

Before killing into the home electric dealer, Haier quietly layout the network to buy department stores channels. As early as in September 2010, Haier and the British Hyatt group home Retail groups Argos jointly launched the Home Shopping platform Day Shun Le home, to "catalog + online shopping mall + entity shop" as the main mode. October 2011, Haier and home Yue procurement set up a joint venture, Haier holding 51%, to Argos brand development of mainland China multi-channel department store retail business. December 29, 2012, both sides of the full use of Argos for the brand "Love Gu Mall", replaced the day Shun Le Home Mall.

It is understood that love Gu mall covers the home, mother and child, beauty makeup, home appliances, 3 C, clothing, shoes and hats and other categories, at the same time the line also has "Lego" and "Haier" two flagship stores, which Haier flagship store will jump directly to Haier's "Haier Mall." Love Gu shopping mall using line under the combination of sales, in addition to online mall, also wired under the entity store. At present, Love Gu Mall to headquarters in Shanghai as the core to join the increasingly fierce electric business war. In logistics, Love gu Mall all the use of Haier's daily Shun express, commitment to small pieces of goods and specific big-ticket items, to provide a two-day service.

There are insiders on home appliances consumption Network (jdxfw.com), Love Gu Mall just on line, Haier's purpose is to do a similar day cat + Beijing-East integrated platform. And with the cat, the Beijing-east is different, Haier has a strong logistics system, this is the cat, the east of the short time can not be exceeded.

"Haier has been through the production, sales, channels, logistics, distribution and installation of the entire link, Haier will rely on logistics to impact these online shopping malls, and further occupy the county and township level of the vast market." "The home appliance industry Observer pointed out.