Home appliances king, Suning is a real name

The 618 e-commerce promotion has become a consumer outbreak that is comparable to the double eleven, and this year 618 is even earlier and more violent than in previous years. In a dazzling array of consumer goods, home appliances are considered to be the vane of economic levels. It is both a necessity and one of the highest average customer price units, and has always been a battleground for retail giants.

Prior to this, iResearch announced the home appliance data, comprehensive online and offline sales, in 2017 Suning accounted for 20% of the omni-channel sales of China's home appliance industry, Jingdong accounted for 12.3%, Gome accounted for 7.5%. Several of the list, both on the cable channel, but also under the retailer representatives, Suning, relying on the advantages of the two-line integration of online and offline channels, force the old rivals to enjoy the first. So, in the year of the so-called retail revolution in 2018, what is the performance of the channel in the home appliance category?

On May 25, GfK China, a well-known data research company, released the "Q1 China Household Appliances Market Trend Report for 2018", showing that in the first quarter of this year, the retail sales of the main home appliance market (color TV, air conditioner, refrigerator, washing machine) were year-on-year. The growth rate was 7%, the retail sales increased by 10% year-on-year, the average market price continued to climb, and the demand for better products was growing.

In terms of the scale of retail sales, the size of the main home appliance market in the first quarter has exceeded 100 billion yuan. Among them, Suning's retail sales reached more than 22 billion yuan, leading the entire channel with a market share of about 22%. This is consistent with iResearch's data, reflecting the stable head pattern of home appliance retail.

In terms of channel share, in the first quarter of 2018, the proportion of retail sales in the offline market reached 69%, while online accounted for 31%, and the retail sales of high-end products above 6,000 yuan accounted for 87%. It can be seen that offline channels are still the mainstay of the home appliance market.

Based on the above data sets, the author's insights have two main points: First, the expansion of the home appliance market is inseparable from the active expansion of brand online channels, but due to the unique attributes of home appliance consumption, offline channels are still the most dependent on them. Base camp; Secondly, due to the different positioning of channel vendors, the position in the home appliance market has become significantly different. Jingdong online channel advantage over Su Ning, but why still can not shake the leading position of Suning appliances?

After more than 20 years of deep cultivation, Suning currently has nearly 5,000 Internet stores in the country, including Suning Yundian, unmanned BIU, Suning, and Suning stores, covering major cities across the country. The perfect offline channel layout is the most missing e-commerce platform. This is like a short board of the "barrel effect", but it appears in the most core area. Especially in the sales of high-end home appliances, Suning's more than 5,000 stores across the country have become the preferred channel for consumers to buy.

At present, the 618 major protests are in full swing, and the household appliances data of Suning, Jingdong, Tmall and other giants have not yet been announced. However, according to the analysis of the characteristics of the industry, the results of the 618 home appliance war are actually self-evident.

Flowering on all sides, Suning continues to attack

In my opinion, it is precisely because of the understanding and layout differences of the channel that Jingdong's realistic goal for a long time should be to save the second, while trying to repair the lack of online channels. In contrast, Suning is still continuing to attack and strive to further open the gap.

First, stay in peace, and take advantage of the line. At present, Suning is still accelerating the pace of opening stores, and is targeting the four to six market channels. As of June 4, Suning Tesco has reached 556 stores nationwide, and plans to achieve 3,000 county and town markets by the end of the year, equivalent to an average of two retail cloud stores in each county. The author believes that the fourth and sixth-tier markets have better consumption potential, and now investing in advance will exchange huge profits in the future.

Second, the momentum is accelerating and continuing to force the line. Online market, in the first quarter of 2018, the growth of Suning's home appliances category exceeded the industry average. GfK's statistics on China's home appliance online market in April 2018 show that the total retail sales of the four categories of online ice washing and color TV in the current period increased by 9%. The four major categories of Suning have increased by 43% year-on-year. In the context of a 5% decline in overall retail sales of color TVs on the online market, Suning has grown by 17% against the trend.

Third, the combination of vertical and horizontal, locking the core manufacturers. In the field of home appliances, Suning actively empowers partners to help them achieve precise digital operations and smart retail upgrades by opening up big data resources and technologies. It is reported that in the weeks before the start of 618, major head brands including Hisense, Skyworth, Changhong, TCL, Konka, Haier, Sony, Sharp, LG, Samsung, Philips, etc. have designated a new cooperation plan with Suning. At present, home appliance brands account for over 80% of Suning's new products. Compared with other e-commerce companies, they value Suning's strong dual-line integration advantages and cargo capacity.

Fourth, service upgrades, benefiting end users. Suning has developed a "basic law" for a new service for the home appliance market: 30365+46 services + two-line seven days no reason to return. The so-called 30365, that is, 30 days return, 365 days replacement; and 46 services cover shopping, O2O services, distribution, after-sales, customer service, return, green sharing, etc.; also can be returned for two days and seven days without reason. Goods, online to buy can return the line, the offline can also be returned. The user's eyes are sharp, Suning allows users to enjoy the benefits while resolutely implementing higher service standards than the industry, and finally opened up the service experience gap with other platforms.

In summary, from the channel to the brand, to the service, Suning continues to promote the new environment based on the upgrading of household appliances consumption. While consolidating the leading edge, it also creates a higher technical content and higher standard of operation and service for the entire home appliance market. system.

From the perspective of industry development, it is not easy for the home appliance market to stand up to the high point again in the past two years. Whether it is a home appliance brand or a retail channel, we should actively cooperate with a more open mind, seize the historic opportunity of domestic consumption upgrades, and win consumers with better products and services. Because the price war will one day be ended, innovation can create value and more vital products, which may be more worthy of consideration by practitioners.

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