Sales of small home appliances have grown against the market

The rise and fall of the home appliance industry is closely related to the development of many industries. Due to the extreme sluggishness of the real estate market in 2009-2011, the household appliance industry as a whole entered the trough during the past decade. With the overall economic situation in 2012 rising, the development of the home appliance industry has gradually shown a steady increase. In particular, with the introduction of new policies on home appliances to the countryside and energy subsidies, and the rapid development of e-commerce companies, the overall development of the home appliance industry in 2012 was directly stimulated. According to statistics from the Ministry of Industry and Information Technology, the cumulative industrial sales value of the household appliance industry from January to August this year increased by 8.2% year-on-year; the industrial sales value increased by 10.5% year-on-year; the main business revenue increased by 6.3% year-on-year; and the total profit increased by 19.5% year-on-year.

Small household appliances new profit growth point

With the slowdown in the development of traditional large-scale home appliances in terms of technological innovation and commodity materials, and the continuous saturation of the household appliance market in recent years, the overall profitability of refrigerators, washing machines, air conditioners and televisions and other large household appliances market has continued to decline. The rise of small home appliance products has become a new force in the home appliance industry, and its market performance and profit scale have shown steady growth.

According to the annual report released by a shopping website jointly with international famous market research institutions, as of June 2012, the sales of major small household appliances, such as razors, rice cookers, juicers, vacuum cleaners, air handlers, electric irons, hair dryers, etc., were available. Both sales volume and sales volume have increased substantially. In particular, the growth rate of purifiers' goods is close to 300%.

In the razor category, the Philips brand has always dominated absolute dominance, with sales accounting for 69.9% of the entire razor category.

As the products for rice cookers in small household appliances, the two brands, Midea and Supor, accounted for more than 50% of the market share. With the marketing investment of Galanz rice cookers, sales have shown a significant growth trend.

Brand territory clear commodity price sensitivity

Judging from the development of domestic home appliance brands, domestic well-known brands such as Haier, Midea, Gree, Skyworth firmly occupy the majority of the home appliance industry's market share, and its brand's sales and sales all show significant step-wise differentiation. development of. It can be seen from this report that Gree firmly occupies the top spot in the air-conditioning market with its professional image; while Haier refrigerators and washing machines rely on years of brand cultivation to occupy the top position; flat-panel TVs from Skyworth, Hisense, TCL several giants are equally divided, the competition is fierce. Not only that, with the overall decline of Japanese electronic goods in recent years, Sony, Panasonic, Sanyo and other Japanese giants of the home appliance industry are slowly growing their share of the market because of changes in coaching, job cuts, pay cuts, and mergers and acquisitions. It was eroded by Korean brands Samsung and LG.

The fierce competition in the home appliance market is also reflected in the price of the goods. From the production companies to the channel sales to the consumers, the commodity prices have become the direct driving factor for the purchase of goods.

E-commerce platform sales increased significantly

Today, e-commerce platforms have become the main channel for consumers to purchase home appliances. The price comparison between online online platforms and offline stores has become the “homework” that consumers must do before shopping.

The data released this time shows that the sales volume of home appliance merchandise network increased by 218% in the second half of this year. Taking TV products as an example, the sales of goods with prices between 1800 and 3,000 yuan have obviously surpassed that of other home appliances. Similarly, among the household electrical appliances sold in a certain market, the sales of TV products at this price point are also the largest. It can be seen that the Internet has become an important channel for the purchase of home appliance products, especially low-end and mid-range home appliances.

From the perspective of the development of shopping websites in recent years, home appliance products have become an important business category for various websites, and the brand and category of cooperative products have continued to expand.