In the face of the future retail transformation of online and offline integrated development, how should Samsung home appliances rejuvenate the market?

In recent years, online has become a strong engine for the growth of the home appliance industry. The "Home Grid Purchase Analysis Report for the First Half of 2018" released not long ago shows that in the overall difficulties of the home appliance market, the importance of the online market to home appliance companies has become increasingly prominent. However, in the face of the future retail transformation of online and offline integrated development, the attitudes shown by companies are very different. Some choose to actively embrace the new outbreak, while some are still standing on their own feet. They miss the fast-growing home network purchase market, resulting in fierce competition. Lagging behind in the market competition. The reasons are not only the collapse caused by the failure of the company's own market strategy, but also the fall caused by the blind self-confidence deviating from the industry trend. From this issue, "China Electronics News" will launch the "Inventory of the online market performance of home appliance companies in 2018" to track and report on companies that have fallen behind or show the "potential" of lagging behind, and explore the reasons for their online development difficulties. Promote it to overcome obstacles as soon as possible to return to glory.

As a representative brand of high-end home appliances, Samsung's rapid collapse of home appliances is quite embarrassing, and this situation is more obvious in online channels. The "Analysis Report on Home Grid Purchase in the First Half of 2018" (hereinafter referred to as the report) shows that, regardless of retail volume or retail sales, Samsung refrigerators and washing machines have fallen out of the top 10 online brands. What is even more surprising is that among the TOP10 products in retail sales and retail sales of refrigerators and washing machines online, none of Samsung's home appliances are on the list. The severity of the situation is evident. Facing the current situation of online "crash", where is the "root disease" of Samsung home appliances?

According to the "Report", in the year-on-year growth rate of household appliances by channel in the first half of 2018, the online retail sales of refrigerators and washing machines increased by 13.5% and 19.9%, respectively, while the offline sales showed a sharp decline, with a decrease of 13.10% and 9.90% respectively. It can be seen that the supporting role of online channels in the refrigerator and washing machine markets has become increasingly obvious, and there is also huge potential in the future.

The market trend is like this, but Samsung Home Appliances still seems to be sticking to the "old way" and has not really realized the importance of online channels. Industry insiders pointed out that the channel end of Samsung home appliances in the Chinese market is still too dependent on Suning and Gome, and these traditional channel providers are more focused on offline, unable to bring too much actual sales to Samsung online. With the rise of concepts such as “new retail” and “smart retail”, the above-mentioned traditional channel providers are also actively exploring transformations and beginning to explore online and offline integration. The positioning of Samsung home appliances, which has been heavily stocked in offline channels, is embarrassing and is in the “upper touch”. If you don’t have it, you can’t reach it. It’s neither progress nor retreat.

The importance of marketing voice to online channels is self-evident. However, due to the weakening of offline channel distribution capabilities, Samsung Group’s marketing support for Samsung home appliances is shrinking year by year, and the latter’s channel voice volume has also decreased significantly. The pull of online channels is greatly reduced.

Industry insiders pointed out that this status quo may become the norm in the future daily marketing of Samsung home appliances. Due to its eagerness to reduce terminal costs, Samsung Appliances pursues the strategy of "abandoning scale to ensure profits", reducing expenses by frequently withdrawing stores, but the withdrawal of stores has further reduced shipments, and poor sales have restricted marketing expenses in the opposite direction. It formed a vicious circle. Judging from the sales data shown in the "Report", Samsung's home appliances have gradually shown a declining trend since the second half of 2017. In the first half of 2018, its online refrigerator retail sales have been less than one-seventeenth of the leader Haier's, and the rate of decline is It's surprisingly fast. What is more worrying is that the management of Samsung Home Appliances did not propose an effective response to this situation. At the moment when the brand concentration in the online white goods market is high, it will be more and more difficult to open the situation in the later period.

As one of the earliest foreign brands to enter the Chinese market, Samsung Home Appliances has been making slow progress in its product localization process. This situation is particularly evident in the product structure and market strategy.

At the product structure level, taking Samsung refrigerators as an example, many of its price segments are seriously out of place, and the product structure has obvious shortcomings. According to the "Report", in the first half of 2018, refrigerators in the price range of 2,000 to 3999 yuan and 4,000 to 5,999 yuan became the two fastest-growing price segments year-on-year, and the two ranked in the online refrigerator market with 51.3% and 45.3% growth respectively. The first two. At the same time, the retail sales of 2,000 to 3999 yuan accounted for the largest proportion, reaching 46.65%, while the retail sales in the price range of 4,000 to 5999 yuan accounted for 17.62%. These two price segments have become the main driving force for the rapid growth of the refrigerator online market.

However, Samsung Home Appliances does not seem to realize this. After a reporter's inquiry, there are 385 models of Samsung refrigerators on sale in Jingdong Mall, of which 54 models are 2,000 to 3999 yuan, accounting for 14% of the total, and 4,000 to 5999 yuan. There are 75 refrigerators, accounting for 19% of the total. In the two price segments with the largest retail sales and the fastest sales growth, the total number of Samsung refrigerator products is less than one-third, which shows that Samsung Home Appliances has not thoroughly investigated the product structure of the refrigerator market. This situation is in the washing machine product line. It is also reflected in the above.

At the level of market strategy, Samsung Home Appliances has launched a number of products in recent years, reflecting the obvious deviation in its interpretation of industry trends. Taking Samsung refrigerators as an example, industry insiders pointed out that through the adjustment of high-efficiency inverter compressors, Samsung refrigerators’ "precision control and preservation" technology has been praised in the industry, but since the launch of Samsung’s "Pindao Zhiyan" refrigerators, Samsung refrigerators have been weak in innovation. The situation is becoming more and more obvious. For example, the Samsung "Tao Jia Banquet" and Samsung "American Free Space Refrigerator" that have been launched in the past two years have been called "fried cold rice" in the industry. Under the premise of limited product enhancement, the selling price of Samsung refrigerators is still high. Combined with the sales data shown in the "Report", consumers obviously do not buy it.

In addition, the "Report" shows that the post-80s and post-90s groups are becoming the main force of online consumption, accounting for more than 70% of the number of home network purchase users, and the trend of online home appliance purchases is becoming younger. At present, the major white goods brands are targeting young people, or launch online sub-brands that focus on cost-effectiveness, or launch high-end new products that focus on quality of life, or explore the possibility of product peripheralization and socialization, and the value extension of flagship products. It can be said that the industry is actively seeking lines. Expand the channel to boost market performance. On the other hand, Samsung Home Appliances has not adopted an active and effective market strategy for the younger generation of online home appliances purchasers. Industry insiders pointed out that at present, the attention of Samsung home appliances among young consumer groups is gradually weakening. This is due to the divergence between Samsung’s own brand positioning and product level, and the strong rise of domestic white goods companies is also further eroding traditional foreign home appliance brands. Market space, the market outlook for Samsung's home appliances market rejuvenation opportunities and time has become less and less.

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