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In August 2015, it was the most extraordinary month and the most memorable month for the Chinese e-commerce industry. Senior Vice President Li Juntao of GOME took over Geng Gui’s predecessor GOME Online’s CEO, senior vice president and spokesman of Gome He Yangqing as GOME’s COO, vice president of Gome Song Linlin joined GOME Online’s vice president, along with GOME’s new leadership team In the debut, Gome Group accelerated the integration of online and offline resources from the new layout of Gome Online, which opened the curtain for the future competition in the e-commerce market.
On August 8th, JD.com boss Liu Qiangdong and milk tea sister Zhang Zetian received a certificate of sweetness. On the occasion of “celestial celebrationâ€, Ali and Suning announced that “flash marriage†sent a thick gift, and the two sides invested billions of dollars to reach a comprehensive strategy. Cooperation, trying to open up online and offline channels, to achieve the integration of the two systems. China's e-commerce has begun to form a situation of "three countries are striving to establish themselves." In the future, the e-commerce market will face a reshuffle.
Line down the rise in home appliance market "Icefire two heavy days"
With the rapid development of the Internet, online shopping has become the new major consumer model. With the rapid development of smart phone users, more than 500 million smart phone users have laid a solid foundation for the development of mobile e-commerce. In addition, 3G and 4G networks continue to be popularized in China, and affordable mobile phone-end purchase models and convenient payment methods further promote e-commerce upgrades to enter the “thumb battleâ€. The mobile-to-subscriber unit accounted for 60.8%, and has become an e-commerce provider. Battle for the main battlefield.
According to data released by China Electronic Information Industry Development Research Institute, the total sales of home appliances reached 382 billion yuan (excluding mobile phones) in the first half of 2015, of which the large-scale household appliances purchased online accounted for 61.1 billion yuan, accounting for 16% of the total household appliance consumer market for the first time. 15 percent of the total. In the first half of the year, the overall online shopping scale reached 1,645.9 billion yuan, an increase of 39.1% year-on-year; home network purchases reached 136.1 billion yuan, an increase of 64% year-over-year, which was 25 percentage points higher than the nationwide overall online retail sales increase. Among them, the purchase of power grids totaled approximately 35.9 billion yuan, an increase of 56% year-on-year; the purchase volume of small homes was approximately 25.2 billion yuan, an increase of 57% year-on-year; the amount of mobile terminal online purchases was 75 billion yuan, an increase of 70.4% year-on-year.
In the first half of 2015, the home appliance market showed a downward trend in the rising line, and the overall gains stabilized. According to statistics, the sales volume of domestic air conditioners online reached 9.5 billion yuan in the first half of this year, and the scale of online retail sales increased 48% year-on-year, with retail sales increasing by 41.75 percent year-on-year; offline sales volume decreased by 5% year-on-year, and sales decreased by 7.4% year-on-year. Refrigerator line sales of 6.4 billion yuan, online retail sales increased by 40.7% year-on-year, retail sales increased by 42% year-on-year; offline sales decreased by 7.6% year-on-year, sales fell by 2.1% year-on-year. Washing machine online sales of 4.9 billion, retail volume increased by 50% year-on-year, retail sales increased by 51% year-on-year; offline sales decreased by 7.3% year-on-year, sales increased by 0.8%. Online sales of flat-panel TVs reached RMB 15.1 billion, online retail sales increased by 64.7% year-on-year, retail sales increased by 70.8% year-on-year, offline sales decreased by 13.9% year-on-year, and sales decreased by 11.8% year-on-year. The amount of money on the online market has doubled, and the overall volume of the offline market has been on a double-downtrend. Online and offline are still “ice and iceâ€.
Home Grid Buying Forms a "Multi-Strong" Situation Rural Market Becomes a Future "Blue Ocean"
According to data from authoritative agencies, in the first half of 2015, JD.com’s market share in the home appliance grid market was far ahead of rivals such as Tmall, Suning’s Tesco and Gome, with a market share of 60%. Air conditioners, flat-screen TVs, and refrigerators have become the top three in rural online shopping home appliances.
Under the influence of the country's efforts to promote new urbanization and the Internet economy, giant e-commerce channels such as Jingdong, Alibaba and Suning have turned their attention to the county and even rural markets, accelerating the formation and development of the e-commerce market in the 3rd and 4th markets. It has opened up new and broad "blue sea" areas for refrigerators, air conditioners, and televisions, and has become an important new growth point for market development.
According to report, starting in November last year, Jingdong began to set up “Jingdong Gang†service shops in 4-6 line cities, aiming at the unique needs of home appliance products in logistics, installation and maintenance, relying on the authorized installation network and socialization of manufacturers. The localization advantages of service station resources provide consumers with a complete set of home appliance one-stop service solutions such as distribution, installation, maintenance, maintenance and replacement, and solve the last kilometer of rural distribution. By the end of June 2015, the establishment of "Jingdong Bang" service stores had exceeded 800, covering 260,000 administrative villages. In Jiangsu, Shandong, Beijing, Shanghai, Tianjin and other places, Jingdong distribution has achieved full coverage. The Alibaba rookie network has 20,000 outlets nationwide and has basically completed a nationwide logistics network. Suning Appliance has reached more than 100 outlets in the country's Suning Rural Service Station by the end of this year. It is expected that 1,500 will be completed during the year.
The high-end trend of online home appliance products has significantly increased the penetration rate of smart products
With the rapid development of China's economy, the income level of residents has increased significantly, and high-end consumer groups are also emerging rapidly, which has led to the rapid growth of the online high-end home appliance market. With the rise of new consumer groups after the 85th and 90th generations, the demand for the quality and use of home appliances is even higher.
The data shows that sales volume on refrigerators with three doors and above is higher than 60%, of which three refrigerators account for 37%. The penetration rate of ultra-high definition 4K TV lines reached 18.5%, penetration rate of large-size flat-screen TVs with 55 inches and above reached 21.3%, penetration rate of smart TVs accounted for 73%, and the online penetration rate of smart air conditioners also exceeded 13%. The high-end air-conditioning products with a price over 5000 yuan have an online growth rate of 35%. Air conditioners with WiFi functions and basic smart functions such as remote mobile phone control have been enthusiastic.
China Electronics Chamber of Commerce Deputy Secretary-General Lu Renbo pointed out in an interview with a home appliance alliance network that for home appliance companies, the use of the Internet's big data era to market their products has reached the point where it is necessary to “changeâ€. The home appliance industry, which once promoted industry reshuffling by technological innovation, is facing a new test in the context of the Internet. In the future, changes in corporate marketing models will become an important force to re-identify brands.