What are the characteristics of home appliance online shopping?

August 12 News, sponsored by China Electronic Information Industry Development Research Institute, China Electronic newspaper jointly released the first half of the 2013-year net Purchase analysis report shows that China's domestic market for domestic buyers of the network shopping scale (including mobile phones, tablets) reached 53 billion yuan, of which, flat-screen TVs, refrigerators, washing machines, Air conditioning and other four types of large household electrical appliances accounted for 27.4%, to 13.7 billion yuan, small household electrical appliances for 5 billion yuan, mobile phone products to reach 30 billion yuan, the home grid shopping has become the backbone of the purchase of the purchasing power of the network.

Most traditional home appliances brand or self-employed, or through the outsourcing of their own online shopping malls, and mobile phone field of millet, 3C field of Apple is different, the current home appliance manufacturers official website has no success stories. Home Appliance Enterprises began to use the electric business channel to expand new opportunities for transformation, one, home appliances enterprises began to work with the electric business channels to push C2B pre-sale and custom services, the collection of consumer demand after the reverse supply chain production. Second, with the development of intelligent TV, product and content, service bundle, to powder economy as marketing means of the network direct supply way is also gradually introduced into the field of traditional home appliances.

What are the characteristics of home appliance online shopping?

From the platform to see, the first half of 2013, the Beijing-east, the cat, Suning easy to buy three platform-type electric appliance sales accounted for the overall power grid purchase volume of more than 90%, of which, Beijing east to nearly 50% of the share of home appliances and 3C Digital field of the largest professional online mall.

From the home appliances brand, traditional household appliances brand Konka, Haier, Hisense, Skyworth, Sony, LG, etc. began to increase the proportion of online sales. According to Tencent Science and technology learned that the mainstream household electrical appliances brand sales have accounted for the overall sales of 10%. And some engaged in OEM manufacturing, offline brands have also begun to use the electricity business channels from the new.

Low prices are still the main driving force in the market. As a result of price-driven and herd effect, the first half of this year, the grid market in various categories of products in the single highest sales of products, without exception is the category of products in the lower unit price. Volume and low prices of products and personal use of products compared to large size products easier to promote sales.

Household appliances online shopping consumers tend to younger, male and female ratio of 5:1. Home Appliance Network Shopping Outstanding performance in the purchase of the youth and diffusion of the crowd, 80, is the main force of online shopping, more and more old men also began to join the new network of armies. The 25-40-year-old accounted for more than 60%.

The transformation of traditional household appliance enterprises

"By the end of 2012, the daily average number of home appliance consumer shopping websites has exceeded 8 million, which is far more than the daily average of any large traditional home appliances store, and more than 800 million monthly maintenance means that a large number of consumers are online to browse the information of home appliances every month, and may complete the purchase behavior at any time. "Jingdong Mall senior president and Home Appliance Business Department general manager Bing thinks."

The development of household electrical appliances has also led to the transformation of traditional household appliance enterprises. Haier Electronic Commerce Co., Ltd. CEO Yang Ying that. "E-commerce for a traditional enterprise, definitely not just on the surface of these sites, these payments, these electronic aspects, for a traditional enterprise, especially the electronic commerce of large appliances, its internal operation, especially its supply chain is very complex, including we probably talked about to really play the advantages of the Internet, To achieve personalized production, a production line is very relevant. ”

According to the characteristics of the electrical business, the difference between the line of products, home appliance Network Custom Sales model is currently popular. For example, the cat and Haier cooperation, users can fully realize the online custom TV, from the size, TV frame width, clarity, energy consumption, color, interface by their own scheme, Haier pooled consumer demand after the reverse supply chain production; The United States is to launch a new network pin brand "Easy cool Guest", operating line under the dual brand;

The report shows that 2015 China's market to buy home appliances accounted for more than 15%, experts predict that the next 5-10 years, the electric business site is expected to occupy more than 40% of China's home appliances retail market, become the best growth of home appliances sales channels.