2020年空調新冷年已經正式啟動。炎熱夏(xia)季的(de)到來,無論(lun)是辦公環境還是個(ge)人(ren)需(xu)求,空(kong)(kong)調的(de)(de)(de)剛需(xu)是顯而易見的(de)(de)(de),對于空(kong)(kong)調銷售旺季(ji)的(de)(de)(de)到(dao)來,相信每(mei)一個(ge)空(kong)(kong)調企業都(dou)會高度的(de)(de)(de)重視(shi)。而空(kong)(kong)調作為夏季(ji)熱賣的(de)(de)(de)明星家電(dian),很多(duo)電(dian)商平臺紛紛打出了(le)“狂(kuang)歡繼(ji)續瘋搶不停”等的(de)(de)(de)各種促銷口(kou)號,拉動消費群(qun)體的(de)(de)(de)關注。同時,電(dian)商購物的(de)(de)(de)便捷性也影響著企業的(de)(de)(de)發展布局。
空調行業發展現狀
隨著互聯網的(de)(de)高速發展(zhan)(zhan)、線上平(ping)臺的(de)(de)接受度日(ri)益提升,各大(da)品牌發力(li)電商(shang)領域推動電商(shang)平(ping)臺上空(kong)調銷(xiao)售的(de)(de)各方(fang)面條件(jian)成熟,線上線下的(de)(de)共(gong)生發展(zhan)(zhan),這不僅將成為未來發展(zhan)(zhan)的(de)(de)一種趨勢,也給備受壓力(li)的(de)(de)空(kong)調行業和空(kong)調企業指出(chu)了一條轉型(xing)升級的(de)(de)發展(zhan)(zhan)方(fang)向。
目前我國家(jia)(jia)用(yong)空(kong)(kong)(kong)調(diao)的(de)(de)(de)產量(liang)已占到(dao)世(shi)界總產量(liang)的(de)(de)(de)80%以上,銷售量(liang)的(de)(de)(de)50%,已成為(wei)全球的(de)(de)(de)空(kong)(kong)(kong)調(diao)器(qi)生產基(ji)地。經過多(duo)(duo)年的(de)(de)(de)洗牌,家(jia)(jia)用(yong)空(kong)(kong)(kong)調(diao)業(ye)(ye)已進入“剩者為(wei)王”的(de)(de)(de)局面。但(dan)增速放緩已成為(wei)行業(ye)(ye)面臨(lin)的(de)(de)(de)共同問題。為(wei)應對“寒(han)冬(dong)”包括格(ge)力電器(qi)在內的(de)(de)(de)多(duo)(duo)家(jia)(jia)白電企業(ye)(ye)積極謀求多(duo)(duo)元化(hua)轉型。智能作為(wei)空(kong)(kong)(kong)調(diao)熱(re)賣的(de)(de)(de)賣點,成為(wei)大部分產品的(de)(de)(de)標配。
格力:格力去年紛紛和阿里、京東等互聯網企業合作推出智能空調,意味著,過去一向倚重線下專賣店“打法”比較傳統的格力,也積極采用定制的新“玩法”,來拓展線上電商市場。
美的:美的(de)早(zao)在去(qu)年8月新(xin)冷(leng)年開(kai)始(shi)前夕就發(fa)布新(xin)一代(dai)智(zhi)能(neng)空(kong)(kong)(kong)調(diao)產(chan)品,美的(de)高層人士表(biao)示(shi),從2019年冷(leng)年開(kai)始(shi),所有變頻空(kong)(kong)(kong)調(diao)將(jiang)逐漸(jian)全線升級為(wei)智(zhi)能(neng)空(kong)(kong)(kong)調(diao),全國(guo)建設(she)3萬個智(zhi)能(neng)化體驗的(de)網點(dian),開(kai)始(shi)以舊(jiu)換新(xin)活動(dong),他稱這是“空(kong)(kong)(kong)調(diao)行業(ye)智(zhi)能(neng)時代(dai)”的(de)到來。
海(hai)爾(er) :2019年國內智能空調(diao)占(zhan)整(zheng)體(ti)空調(diao)市場銷(xiao)量比例(li)已(yi)達19.2%,同比增長10.7%。其中,海爾銷(xiao)售(shou)量份額占(zhan)有率達51%。
空調電商急需解決的問題
首先,空調的安裝專業化程度非常高,并且(qie)需要(yao)一(yi)些專業的安(an)裝工具。這就(jiu)導致了(le)一(yi)般(ban)普通家(jia)庭的消(xiao)費者(zhe)無法實現自行(xing)安(an)裝。而彩電、冰箱、洗衣(yi)機安(an)裝比較(jiao)簡單(dan),一(yi)般(ban)消(xiao)費者(zhe)就(jiu)能自行(xing)安(an)裝使用。
其次,空(kong)調在線(xian)上電商銷售,售后和(he)(he)安裝(zhuang)服(fu)務在網頁(ye)上沒有(you)明確的(de)顯示。在商品的(de)SKU詳情頁(ye)上沒有(you)完整、清楚的(de)流程和(he)(he)安裝(zhuang)費(fei)(fei)用(yong)價格表(biao),消費(fei)(fei)者對電商的(de)安裝(zhuang)和(he)(he)售后服(fu)務沒有(you)完全認可。對于相對高值的(de)大家電消費(fei)(fei)者不想售后安裝(zhuang)麻煩(fan),更不希望(wang)上當受騙(pian)。
最(zui)后,空調在線上電商銷售沒能實現物流送(song)裝一(yi)體化(hua),導致消費者從下訂單到最(zui)后的安裝使用(yong)時間周期相對較長。
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10.35%(62家) |
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8.68%(52家) |
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12.19%(73家) |
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1.34%(8家) |
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4.17%(25家) |
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7.51%(45家) |
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2.17%(13家) |
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31.55%(189家) |
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18.36%(110家) |
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0.50%(3家) |
2.67%(16家) |
2021年(nian)網(wang)站數據庫共收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)599家(jia)(jia)(jia),其(qi)中品牌特(te)許(xu)店(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)占總比最(zui)多,達到189家(jia)(jia)(jia),其(qi)次為(wei)(wei)(wei)(wei)(wei)(wei)京東特(te)許(xu)店(dian)(dian)(dian)(dian)(dian),收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)110家(jia)(jia)(jia),京東旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)73家(jia)(jia)(jia),品牌旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)62家(jia)(jia)(jia),京東自營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)52家(jia)(jia)(jia),蘇寧旗艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)45家(jia)(jia)(jia),蘇寧自營(ying)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)25家(jia)(jia)(jia),企業(ye)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)16家(jia)(jia)(jia),小品牌網(wang)店(dian)(dian)(dian)(dian)(dian)收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)13家(jia)(jia)(jia),拼多多店(dian)(dian)(dian)(dian)(dian)鋪收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)8家(jia)(jia)(jia),品牌商(shang)城收(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)(wei)3家(jia)(jia)(jia)。
小(xiao)編認(ren)為(wei),目前(qian)空調(diao)企業紛(fen)紛(fen)“觸網”的(de)(de)同(tong)(tong)時,還有一(yi)些(xie)問題(ti)亟需要解決,比如(ru)如(ru)何(he)(he)平衡傳統渠(qu)道(dao)(dao)與新興電(dian)(dian)商渠(qu)道(dao)(dao)之(zhi)間的(de)(de)關(guan)系;如(ru)何(he)(he)根據自身企業的(de)(de)優(you)勢在電(dian)(dian)商平臺上(shang)找(zhao)到(dao)宣傳的(de)(de)“痛(tong)點”,從而(er)更快的(de)(de)達(da)到(dao)收支平衡;此外,空調(diao)產品由于涉及(ji)到(dao)后期的(de)(de)安裝(zhuang)和售后服務,區(qu)域(yu)的(de)(de)不(bu)(bu)同(tong)(tong)以及(ji)所用(yong)耗材品牌的(de)(de)不(bu)(bu)同(tong)(tong)使得(de)各區(qu)域(yu)最終成交價(jia)(jia)會(hui)有較(jiao)大的(de)(de)差異,一(yi)旦(dan)進入電(dian)(dian)商渠(qu)道(dao)(dao),價(jia)(jia)格方面如(ru)何(he)(he)控制,市場如(ru)何(he)(he)管理。這一(yi)系列的(de)(de)問題(ti)如(ru)果不(bu)(bu)能(neng)得(de)到(dao)很好的(de)(de)解決,企業在電(dian)(dian)商這一(yi)新型渠(qu)道(dao)(dao)模式(shi)上(shang)就不(bu)(bu)會(hui)得(de)到(dao)想(xiang)要的(de)(de)收獲。