Last year, home appliance online shopping scale innovation high wire retail bleak-mmhouse

Last year the scale of online shopping appliance retail innovation high bleak February 25th, guided by the electronic information department of the Ministry of industry and information technology operation monitoring and Coordination Bureau, Chinese Electronic Information Industry Development Institute, China electronic newspaper hosted the sixth Chinese appliances online shopping forum held in Beijing. Forum issued the "China home appliance online shopping analysis report" in 2015 (hereinafter referred to as "report"). The report shows that, in 2015, China’s B2C home appliance online shopping market (including mobile terminal) scale again innovative high, reaching 300 billion 700 million yuan, an increase of 49%. Online has become a strong driving force for home appliance market. However, the report also pointed out that the home appliance online shopping market growth is tending to be gentle. In 2015, China’s home appliance retail market has achieved a slight growth from the overall point of view, but from the offline and online market, it is a "double fire and ice" day. Offline retail sales and retail sales have declined to varying degrees, while the online market has been growing rapidly, which has become a new force to promote the overall household appliance retail market and achieve growth. The report shows that in 2015, the scale of home appliances online shopping market classification, all power is 86 billion 200 million yuan (including 38 billion 900 million yuan, flat-panel TV 19 billion 500 million yuan, 15 billion 100 million yuan air conditioning refrigerator, washing machine 12 billion 700 million yuan, 46 billion 500 million yuan) of small household appliances, small household electrical appliances for a total of 132 billion 700 million yuan; mobile phone, tablet computer and other mobile terminal products of about 168 billion yuan. Report statistics show that in 2015 the Jingdong secured home appliances online shopping market share reached 60%, 60.2%. Tmall launched the second half focused offensive, 29.4% share ranked second. Suning.com, Gome online in the fierce competition to stabilize the status, but the market share of the two has not increased significantly. Other platforms still have a slim chance of electricity suppliers. In the home appliance online shopping market, the channel pattern presents strong stronger trend. Although home appliances online shopping market continued to stride forward singing militant songs but the report also pointed out that in 2015, home appliances online market growth rate is lower than the same period last year, home appliances online shopping market growth tends to be gentle. In 2015, four people overall electric retail sales grew 45%, an increase of 27 percentage points lower than the same period last year; small appliances overall retail sales grew 50%, an increase of 28 percentage points lower than the same period last year; but the mobile terminal products retail sales growth rebounded from 44% last year to 48%, retail sales also improved significantly. In 2015, the competition strategy of electric business in the field of home appliances is mainly reflected in the manufacture of festivals to promote sales, strive for enterprises to ensure supply, competing to go to the countryside, develop the market, practice basic skills, competition services, and so on. After the fierce market competition in 2015, the competition between the electricity suppliers has already said goodbye to the simple price reduction of the extensive snatch user stage, and fully entered the fine development stage of practicing basic skills. In the refined mode, the electronic business platform is committed to upgrading the service experience, and O2O service model to promote a step. The report also pointed out that, in 2015, the appliance brand enterprises to pay more attention to the electricity supplier, online retail volume generally achieve substantial growth. The traditional home appliance brands show their fighting power after embracing the electricity supplier.

去年家电网购规模创新高 线下零售惨淡   2月25日,由工业和信息化部运行监测协调局、电子信息司指导,中国电子信息产业发展研究院、中国电子报社主办的“第六届中国家电网购高峰论坛”在北京举行。论坛同期发布了《2015年中国家电网购分析报告》(以下简称“报告”)。报告显示,2015年,我国B2C家电网购市场(含移动终端)规模再创新高,达到3007亿元,同比增长49%。线上已经成为家电市场强劲拉动力。不过,报告同时指出,家电网购市场增速正趋于平缓。   2015年,我国家电零售市场从整体来看实现了小幅增长,但从线下和线上市场分别来看,却是冰火两重天。线下零售量和零售额均出现不同程度的下跌,线上市场则逆市高速增长,成为拉动整体家电零售市场、实现增长的生力军。   报告显示,2015年,在家电网购分类市场规模方面,大家电为862亿元(包括平板电视389亿元、空调195亿元、冰箱151亿元、洗衣机127亿元),小家电465亿元,大小家电合计为1327亿元;手机、平板电脑等移动终端产品约1680亿元。   报告统计显示,2015年京东坐稳家电网购市场六成江山,份额达到60.2%。天猫下半年发起集中攻势,以29.4%的份额位列榜眼。苏宁易购、国美在线在激烈的竞争中稳住了地位,但二者的市场份额并没有明显增长。其他平台型电商仍然机会渺茫。在家电网购市场,渠道格局呈现强者更强的趋势。   尽管家电网购市场一路高歌猛进,但报告同时指出,2015年家电线上市场增长幅度低于上年同期,家电网购市场增速趋于平缓。2015年,四类大家电的整体零售额同比增长45%,增幅比上年同期回落27个百分点;小家电整体零售额同比增长50%,增幅比上年同期回落28个百分点;但移动终端产品零售额同比增长从上年的44%回升到48%,零售额亦明显提升。   2015年,电商在家电领域的竞争策略集中体现在制造节日推动销量、争取企业保证供应、争相下乡开拓市场、修炼基本功比拼服务等方面。经过2015年激烈的市场争夺,电商之间的竞争已经告别单纯降价的粗放式抢夺用户阶段,全面进入修炼基本功的精细化发展阶段。在精细化模式下,电商平台致力于升级服务体验,并将O2O服务模式推进了一步。   报告还指出,2015年,各家电品牌企业对电商的重视程度进一步提升,线上零售量普遍实现大幅增长。传统家电品牌在全力拥抱电商之后显示出其战斗力,迅速超过因先发优势暂时领先的互联网黑马企业,成为家电网购领域的领头羊。例如,在电视领域,海信不但以14.5%的零售额份额稳居第一,还成为第三方电商平台综合销量超过200万台的唯一彩电品牌;在空调领域,2014年年底正式转型拥抱电商的格力,2015年便以17%的零售额份额取得线上第一;在小家电领域,美的2015年线上零售额达到160亿元,稳居热水器、净水器等多个细分产品门类第一。   从品牌格局看,在彩电、冰空洗等传统家电产品线上市场,国内品牌占据优势;空气净化器、净水设备等新兴家电产品线上市场,国际品牌有较大机会。   报告指出,电商给企业带来销量的同时,也促使企业转变经营模式,家电企业已进入数据驱动经营时代。相关的主题文章: