The first half of the net purchase amounted to 83 billion yuan

Summary: Do you buy electrical appliances online? The quality of the air conditioner and TV is good. Which platform is the general choice to buy home appliances? Beijing East, the Sky Cat, Amazon with the short film "Home grid shopping" heat field, August 12, by the Ministry of Industry and Information technology to run the Monitoring and Coordination Bureau guidance

Do you buy electrical appliances online? The quality of the air conditioner and TV is good. Which platform is the general choice to buy home appliances? Jing Dong, Tian Cat, Amazon ... With the short film "Home Power network Shopping" hot field, August 12, by the Ministry of Industry and Information technology to run the Monitoring and Coordination Bureau guidance, the China Electronics Industry Development Research Institute sponsored by China Electronic newspaper and home appliance Shopping Network contractor, Beijing Zhong Yi Kang Times Market Research Co., Ltd. and Eric Consulting Group co-organizer. The third China National Power Grid Purchase Summit forum was held in Beijing. At the meeting, the organizers issued the first half of the 2014 Electric power grid Purchase Analysis report (hereinafter referred to as the report).

The report shows that in the first half of 2014, China's domestic buyers of the market (including mobile terminals) of the scale of 83 billion yuan, an increase of 56.6%. Electric business channel has become the main channel to buy home appliances, from the electricity quotient competition pattern, Jing Dong and the two strong status of the cat continue to consolidate, both occupy 90% market share. Overall, the first half of this year's power grid market has shown the following characteristics:

The electric trader jumps the main channel, the Jing Dong Day cat superiority expands. According to statistics released by the National Bureau of Statistics, in the second quarter of 2014, China's total retail sales of consumer goods reached 6.2 trillion yuan, online shopping in the total retail sales of consumer goods accounted for 10.1%, the first single quarterly penetration rate exceeded 10%. Experts believe that if the penetration rate of more than 10% is to judge the main channel indicators, 2014 electric Business channel is no doubt the main channel. The report shows that in the first half of 2014, flat-screen TVs, air-conditioning, refrigerators, washing machines online sales accounted for 15%, 10.5%, 13% and 12.3% of the overall market, compared to the same period last year has "broken 10" mobile phone sales accounted for more than 16.5%. From the electric quotient pattern, the first half, the strategic cooperation between Beijing-east and Tencent and the successful listing of the Jingdong group to enter the field of the two strong hegemony situation. One of the Xun after the merger of the Jing-dong further lay the position of the eldest, stable control half of last year grabbed the half. Overall, the first half of this year's sales accounted for the overall electricity grid market 58%, everyone is accounted for the overall online large household appliances sales of 62%. Day Cat in the overall electricity market accounted for 32%, in the field of large household electrical appliances, accounting for 23%.

Line under the ice fire two days, large, small appliances more explosive power. The first half of the year, the overall home appliance market is not easy. Overall retail sales of color TV industry fell 9.3% year-on-year, retail sales fell 15.6%, refrigerator retail sales fell 8.5% year-on-year, retail volume fell 10%, washing machine sales fell 1% year-on-year, retail volume fell 4.8%. And on the online market each category of retail sales growth is air-conditioning 98.5%, flat-screen TV 47%, refrigerator 72%, washing machine 57.9%. The experts said on the face of it, this is because the first half of this year, the power grid market to strengthen the sales promotion offensive, but from the deep layer, it is the appliance enterprises pay more attention to the sales channels, increase the input, and with the distribution, installation, after-sale, service, warranty and other issues of further solution, Consumers in the consumption of ideas and habits more accept the home grid purchase. "Report" shows that in the 83 billion yuan home power grid market, everyone electricity 23 billion yuan (flat-screen TV 8.8 billion, air-conditioning 6.7 billion yuan, refrigerator 4.5 billion yuan, washing machine 3 billion yuan), the increase of 67%, mobile phone 40.6 billion yuan, the increase of 35%, small household electrical appliances 16 billion yuan, an increase of more than 80%. It can be said that after two years of adaptation and preparation, traditional household appliances (large, small household electrical appliances) on the market continue to exert force, showing more than the first development of mobile phones, digital products, such as greater explosive power.

Air conditioning "Double net" continue to blowout, installation after sale is no longer the threshold. From the performance of large appliances, air-conditioning is a solo show. The report shows that in January-June, the air conditioner online retail volume of about 2.35 million sets, retail sales reached 6.7 billion yuan, sales volume and sales growth of nearly 100%. The ratio of air conditioner sales to total market sales is close to 7%, and the average price of products is higher than the same period last year. In this year's "6 18" big promotion, air conditioning to sell 110,000 sets of a day to become the Beijing-East home appliances sales of one of the most prominent category. Meanwhile, in the first half of this year, the air purifier remained one of the best performing categories in the entire home grid market, following a sharp increase in retail volume and sales in 2013. The report shows that, in January-June, the number of online air purifier retail volume of 1.52 million units, achieved doubling growth, online sales accounted for up to 60%. Another big health home appliances water purifier is also on the line on the trend of rapid popularity. The report shows that in the first half, water purifier online sales of about 970,000 units, sales of about 700 million yuan, retail volume and sales growth are doubling trend. Experts believe that the water purifier, air-conditioning and other popular home power grid shopping market shows that consumers have a further understanding of the network to buy channels, installation, after-sale services and other factors are increasingly not become the threshold of home appliances online shopping.

Enterprises scramble to layout, online brand pattern convergence. The color TV enterprise is the layout line earlier category, at present, the online market presents the consistent brand pattern with the line. In the first half of 2014, the White Electricity field reappeared in this case, the most prominent of which is Haier, the United States of the two big white power giants. Haier is the layout of the market at the earliest, the largest white power enterprises, the current Haier in the ice washing three categories are sitting steady "one brother" status. At the same time, Haier is also in the high-end products on the positive test water, play the "big guy" the power of high value, high-end, customized products to open up a new model of power network purchase. The United States the same force strong, in addition to the traditional performance in the field of air-conditioning, but also by virtue of rice cookers, microwave ovens, soy milk machines and other small household electrical appliances market cost-effective advantages, in the first half of this year set the industry monthly turnover record. At the same time, in the field of small household electrical appliances, razor leader in the field of hair dryer, barber, hanging hot machine and other areas of active layout, online sales results bright, breaking the high-end personal care appliances by foreign-owned monopoly of the situation, jumped into the domestic personal care appliances leading brands. In addition, some emerging brands in the first half of the internet also killed a piece of heaven and earth. For example, the video Super TV January-June with 570,000 sales success in the first half of the online color TV sales camp, and headquartered in Guangdong SKG with juicer, electric kettle and other small household electrical appliances by young groups welcome, sales ranked among the top.