隨著(zhu)我國經(jing)濟發展進入(ru)到(dao)新常態,在(zai)家(jia)電(dian)流通行業,一股變革趨勢(shi)已(yi)在(zai)不(bu)經(jing)意間“觸碰”家(jia)電(dian)企(qi)業的(de)(de)眉睫,電(dian)商在(zai)自行剔(ti)除“電(dian)商”成(cheng)分(fen)之(zhi)后加快“落地”,傳(chuan)統零售渠道商則奮力“起飛”。電(dian)商對家(jia)電(dian)企(qi)業而(er)言,漸漸成(cheng)了外界口中(zhong)的(de)(de)“愛之(zhi)深恨之(zhi)切”和“看不(bu)慣干不(bu)掉擺不(bu)脫離不(bu)開”的(de)(de)存在(zai)。2019年家(jia)電(dian)市場還有哪些看點?
家(jia)用電器發展現狀
,2019年(nian)我國網(wang)上消(xiao)費(fei)旺勢將(jiang)(jiang)持續,網(wang)絡零(ling)售(shou)市(shi)場(chang)增速將(jiang)(jiang)保持在20%以(yi)上,家(jia)電網(wang)購市(shi)場(chang)增速則在25%以(yi)上,總體規(gui)模超過4800億(yi)元。其(qi)中,鄉鎮網(wang)購市(shi)場(chang)將(jiang)(jiang)大幅增長,增幅達150%。
一、家電(dian)市場消(xiao)費群體(ti)年輕(qing)化(hua)特點(dian)顯著。其中,80后家電(dian)消(xiao)費占(zhan)據主要消(xiao)費的(de)(de)(de)74%,成為家電(dian)產品(pin)的(de)(de)(de)主要購(gou)買者,作為核心的(de)(de)(de)用戶群體(ti)。80后更(geng)注重科技、時尚與生活(huo)方(fang)式(shi)的(de)(de)(de)結合,注重產品(pin)性價比,以及注重多元的(de)(de)(de)精神需求(qiu),是線上購(gou)物(wu)的(de)(de)(de)主力(li)人群。
二、家電(dian)健康概念日益深化。從生活方式(shi)的(de)改變(bian),到生活水平(ping)的(de)不斷提高(gao),人們對自己和家(jia)人的(de)健(jian)(jian)康以及(ji)環境衛生的(de)重視,也(ye)反映在(zai)家(jia)電行業,越來越多的(de)消費(fei)者愿(yuan)意在(zai)購(gou)買家(jia)電時,為家(jia)電產品所帶有的(de)健(jian)(jian)康功能(neng)付費(fei)。
三、農村市場具有較(jiao)大潛力(li)。城市電(dian)商市場日(ri)趨飽(bao)和(he),增長空間有限,而農(nong)(nong)村電(dian)商潛力無窮。根(gen)據報(bao)告可看出,我國城鄉家電(dian)市場差(cha)距依然明顯,隨著國家層(ceng)面(mian)政策的支持,家電(dian)行業也將(jiang)更加注重(zhong)農(nong)(nong)村消費潛力,實體渠道和(he)電(dian)商渠道將(jiang)繼續(xu)下沉,以高品質(zhi)、同價格的商品為廣大農(nong)(nong)村消費者帶來生活的便利。
四、智能家電正(zheng)在成(cheng)為新的熱(re)點。我國家電(dian)(dian)生產企(qi)業將繼續(xu)朝著智能制造方向發(fa)(fa)展,銷(xiao)(xiao)售端則更多(duo)地呈現多(duo)渠道統(tong)合(he)發(fa)(fa)展的(de)特(te)征。值得注意的(de)是,銷(xiao)(xiao)售方面,電(dian)(dian)商與實體(ti)點的(de)競爭關系(xi)依然存在,但“線(xian)(xian)上+線(xian)(xian)下+物流+服(fu)務”的(de)模式逐(zhu)漸成為主流,打(da)造線(xian)(xian)上與線(xian)(xian)下相結(jie)合(he)的(de)零售模式,成為更多(duo)家電(dian)(dian)企(qi)業轉型的(de)新思路。
家(jia)用電器未來格局預(yu)測
一、渠(qu)(qu)(qu)道(dao)(dao)將發生更多變化。在線(xian)(xian)上(shang)渠(qu)(qu)(qu)道(dao)(dao)崛起之前,其(qi)實渠(qu)(qu)(qu)道(dao)(dao)已經基(ji)本定型。但是,近幾(ji)年電商網(wang)購平(ping)臺崛起之后,家電零售渠(qu)(qu)(qu)道(dao)(dao)格局(ju)再(zai)一次發生變化,從單(dan)純的線(xian)(xian)下(xia)渠(qu)(qu)(qu)道(dao)(dao)演變成(cheng)線(xian)(xian)下(xia)與線(xian)(xian)上(shang)兩個渠(qu)(qu)(qu)道(dao)(dao)的競爭。未(wei)來(lai)則是迎來(lai)新(xin)(xin)一輪雙線(xian)(xian)融合下(xia)的新(xin)(xin)走勢。
二(er)、促銷手段拋棄低價。以(yi)(yi)往家電促銷多把資(zi)源(yuan)投放(fang)(fang)在降價(jia)、買贈等方面,方式多為在市場上"大水漫灌式"的粗放(fang)(fang)行(xing)為,隨著(zhu)消費者的購(gou)買能力提升,需求動力從(cong)擁有到改善的變化,簡單的再(zai)以(yi)(yi)降價(jia)折扣模式的促銷,顯然已經不再(zai)那么靈驗(yan)。
三、售(shou)(shou)后服(fu)務(wu)(wu)要(yao)破冰局。家(jia)電的售(shou)(shou)后服(fu)務(wu)(wu)歷來是一個(ge)短板。中國家(jia)電產業已經在(zai)全球具有影響力,但是伴隨家(jia)電的售(shou)(shou)后服(fu)務(wu)(wu)問題始終沒有很好的得到解決(jue),多(duo)數廠家(jia)把售(shou)(shou)后服(fu)務(wu)(wu)當成雞(ji)肋,既不愿意、也不敢丟(diu)棄(qi),但是也不愿意誠(cheng)心進行大的投入。
四、市場競爭寡頭化。當前家電的產業和市場格局已基本形成,黑電是海(hai)信、創維、TCL、長虹與樂視的"4+1"格局;白電已經形成海爾、美的(de)、格力三強爭霸,小家電行業美的、蘇泊爾、九陽為首優勢明顯;廚電行業的方太、老板暫時領先。
17.06%(136家) |
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11.67%(93家) |
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13.05%(104家) |
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0.63%(5家) |
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3.51%(28家) |
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2.13%(17家) |
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3.01%(24家) |
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34.63%(276家) |
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13.05%(104家) |
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0.38%(3家) |
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0.88%(7家) |
2021年(nian)網(wang)站(zhan)數據庫共收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)797家(jia),其(qi)中(zhong)品(pin)牌(pai)特許店(dian)(dian)(dian)(dian)(dian)的網(wang)店(dian)(dian)(dian)(dian)(dian)占總比最多(duo)(duo),達(da)到276家(jia),其(qi)次為(wei)(wei)(wei)(wei)(wei)品(pin)牌(pai)旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)136家(jia),京東旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)104家(jia),京東特許店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)104家(jia),京東自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)93家(jia),蘇(su)寧自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)28家(jia),小品(pin)牌(pai)網(wang)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)24家(jia),蘇(su)寧旗(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)17家(jia),企(qi)業店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)7家(jia),拼多(duo)(duo)多(duo)(duo)店(dian)(dian)(dian)(dian)(dian)鋪(pu)收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)5家(jia),品(pin)牌(pai)商城收(shou)(shou)(shou)(shou)錄(lu)(lu)網(wang)店(dian)(dian)(dian)(dian)(dian)為(wei)(wei)(wei)(wei)(wei)3家(jia)。
小編(bian)認為,未來,無(wu)論電商(shang)是(shi)(shi)不是(shi)(shi)真的(de)(de)會消失,實(shi)體店是(shi)(shi)不是(shi)(shi)真的(de)(de)會全(quan)面復蘇,對于所有家電廠商(shang)來說(shuo),都(dou)需要認清(qing)一(yi)個核(he)心(xin)問題,那就是(shi)(shi)無(wu)論是(shi)(shi)制造(zao)商(shang),還是(shi)(shi)零售商(shang),都(dou)不是(shi)(shi)家電產業(ye)(ye)的(de)(de)主角和核(he)心(xin),只(zhi)有用(yong)戶(hu)(hu)和用(yong)戶(hu)(hu)需求,才是(shi)(shi)家電產業(ye)(ye)真正的(de)(de)主宰!