隨著我國(guo)經濟發(fa)展進入到新常態,在家(jia)電(dian)(dian)(dian)流通(tong)行業(ye),一(yi)股變革趨勢(shi)已(yi)在不經意間“觸碰(peng)”家(jia)電(dian)(dian)(dian)企業(ye)的眉睫,電(dian)(dian)(dian)商在自行剔除“電(dian)(dian)(dian)商”成分之后(hou)加快“落地”,傳統(tong)零售渠(qu)道商則奮力“起(qi)飛”。電(dian)(dian)(dian)商對家(jia)電(dian)(dian)(dian)企業(ye)而言,漸漸成了(le)外界口中的“愛之深恨之切”和“看不慣(guan)干不掉擺不脫(tuo)離不開”的存在。2019年家(jia)電(dian)(dian)(dian)市場還有哪些看點?
家用電器發展現狀
,2019年我國(guo)網(wang)上消費旺(wang)勢(shi)將(jiang)(jiang)持續(xu),網(wang)絡零售(shou)市場(chang)增(zeng)(zeng)速將(jiang)(jiang)保持在20%以上,家電網(wang)購市場(chang)增(zeng)(zeng)速則在25%以上,總(zong)體規模超過(guo)4800億元。其中(zhong),鄉鎮網(wang)購市場(chang)將(jiang)(jiang)大幅增(zeng)(zeng)長,增(zeng)(zeng)幅達150%。
一(yi)、家(jia)電(dian)市(shi)場消費群體年(nian)輕化特點顯著。其中,80后(hou)家(jia)電(dian)消費占據主(zhu)(zhu)要消費的74%,成(cheng)為(wei)(wei)家(jia)電(dian)產(chan)品的主(zhu)(zhu)要購買(mai)者(zhe),作為(wei)(wei)核心的用戶群體。80后(hou)更(geng)注重(zhong)科(ke)技、時尚與生活方式的結合,注重(zhong)產(chan)品性價比(bi),以及(ji)注重(zhong)多元的精(jing)神需求,是線上購物的主(zhu)(zhu)力人群。
二、家電健康概念日益深化(hua)。從生活方(fang)式的(de)改變(bian),到生活水平的(de)不斷提高,人(ren)(ren)們對自己和家(jia)人(ren)(ren)的(de)健康以及環境衛(wei)生的(de)重(zhong)視,也反(fan)映在(zai)家(jia)電行業,越(yue)來越(yue)多(duo)的(de)消費(fei)者愿意(yi)在(zai)購(gou)買家(jia)電時,為家(jia)電產品所(suo)帶有的(de)健康功能付費(fei)。
三、農村市場具有(you)較大潛(qian)力。城(cheng)市電(dian)(dian)商(shang)市場日(ri)趨飽和,增長空(kong)間(jian)有限,而農(nong)(nong)村電(dian)(dian)商(shang)潛力(li)無窮。根據(ju)報告(gao)可(ke)看出,我國城(cheng)鄉家(jia)電(dian)(dian)市場差距依(yi)然(ran)明顯,隨著(zhu)國家(jia)層面(mian)政策的(de)支持,家(jia)電(dian)(dian)行業也將(jiang)更加注重農(nong)(nong)村消(xiao)費潛力(li),實體渠道(dao)和電(dian)(dian)商(shang)渠道(dao)將(jiang)繼續下沉,以高品質、同價格的(de)商(shang)品為廣大農(nong)(nong)村消(xiao)費者帶來生(sheng)活的(de)便利。
四(si)、智能家電正在(zai)成為新(xin)的(de)熱點。我(wo)國家(jia)電(dian)(dian)生產企(qi)業(ye)將繼續朝著智能制造方向發(fa)展,銷售(shou)端則更多地呈(cheng)現多渠道統合發(fa)展的(de)(de)特(te)征。值(zhi)得注意的(de)(de)是,銷售(shou)方面,電(dian)(dian)商與(yu)實體點的(de)(de)競爭關系依然存在,但“線上+線下(xia)+物(wu)流+服(fu)務”的(de)(de)模式逐漸成為(wei)主流,打(da)造線上與(yu)線下(xia)相結(jie)合的(de)(de)零售(shou)模式,成為(wei)更多家(jia)電(dian)(dian)企(qi)業(ye)轉型的(de)(de)新思路。
家用電(dian)器(qi)未來格局預測
一(yi)、渠(qu)(qu)道(dao)(dao)(dao)將(jiang)發(fa)生更多變化(hua)。在線(xian)上(shang)渠(qu)(qu)道(dao)(dao)(dao)崛起之(zhi)前,其(qi)實渠(qu)(qu)道(dao)(dao)(dao)已經基本定(ding)型。但(dan)是,近幾年電商網購平臺崛起之(zhi)后,家電零售渠(qu)(qu)道(dao)(dao)(dao)格局再一(yi)次發(fa)生變化(hua),從(cong)單純的(de)線(xian)下(xia)(xia)渠(qu)(qu)道(dao)(dao)(dao)演變成(cheng)線(xian)下(xia)(xia)與線(xian)上(shang)兩(liang)個渠(qu)(qu)道(dao)(dao)(dao)的(de)競(jing)爭。未(wei)來(lai)則是迎來(lai)新一(yi)輪雙(shuang)線(xian)融合下(xia)(xia)的(de)新走勢。
二、促銷手(shou)段拋棄(qi)低價。以往家(jia)電促銷(xiao)多(duo)(duo)把資(zi)源投放在(zai)(zai)降(jiang)價、買(mai)贈等(deng)方面,方式多(duo)(duo)為在(zai)(zai)市場上"大(da)水漫灌式"的(de)(de)粗放行為,隨著消(xiao)費者的(de)(de)購買(mai)能力提升,需(xu)求動(dong)力從擁(yong)有到改善的(de)(de)變化,簡單的(de)(de)再以降(jiang)價折扣模式的(de)(de)促銷(xiao),顯然(ran)已(yi)經(jing)不再那么靈驗。
三、售(shou)后(hou)(hou)服(fu)務要破冰局。家(jia)電(dian)的售(shou)后(hou)(hou)服(fu)務歷(li)來是一個短板。中國家(jia)電(dian)產業已經在全球具(ju)有影響力,但(dan)是伴隨(sui)家(jia)電(dian)的售(shou)后(hou)(hou)服(fu)務問題始終沒有很好(hao)的得到解決(jue),多數廠家(jia)把(ba)售(shou)后(hou)(hou)服(fu)務當成(cheng)雞肋,既不愿意、也不敢丟棄,但(dan)是也不愿意誠心進行大的投入。
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,黑電是海信、創維、TCL、長虹與樂視的"4+1"格局;白電已經形成海爾、美的、格力(li)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(tai)、老板暫時領先。
![]() |
17.06%(136家) |
![]() |
11.67%(93家) |
![]() |
13.05%(104家) |
![]() |
0.63%(5家) |
![]() |
3.51%(28家) |
![]() |
2.13%(17家) |
![]() |
3.01%(24家) |
![]() |
34.63%(276家) |
![]() |
13.05%(104家) |
![]() |
0.38%(3家) |
0.88%(7家) |
2021年網(wang)站(zhan)數(shu)據庫共收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)797家(jia),其中品(pin)牌(pai)特許(xu)店(dian)(dian)(dian)的(de)網(wang)店(dian)(dian)(dian)占總比最多,達到276家(jia),其次(ci)為(wei)(wei)(wei)品(pin)牌(pai)旗艦店(dian)(dian)(dian),收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)136家(jia),京(jing)東(dong)旗艦店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)104家(jia),京(jing)東(dong)特許(xu)店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)104家(jia),京(jing)東(dong)自營店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)93家(jia),蘇(su)寧自營店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)28家(jia),小(xiao)品(pin)牌(pai)網(wang)店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)24家(jia),蘇(su)寧旗艦店(dian)(dian)(dian)收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)17家(jia),企業店(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)7家(jia),拼多多店(dian)(dian)(dian)鋪收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)5家(jia),品(pin)牌(pai)商城(cheng)收(shou)(shou)(shou)(shou)(shou)錄網(wang)店(dian)(dian)(dian)為(wei)(wei)(wei)3家(jia)。
小編認為,未來(lai),無論(lun)電(dian)商(shang)(shang)是(shi)(shi)不是(shi)(shi)真(zhen)的(de)會(hui)消失,實體店是(shi)(shi)不是(shi)(shi)真(zhen)的(de)會(hui)全面復蘇(su),對于所(suo)有家電(dian)廠商(shang)(shang)來(lai)說,都需要認清一個核心問(wen)題,那就是(shi)(shi)無論(lun)是(shi)(shi)制造(zao)商(shang)(shang),還是(shi)(shi)零售(shou)商(shang)(shang),都不是(shi)(shi)家電(dian)產(chan)業的(de)主角和(he)核心,只(zhi)有用戶和(he)用戶需求(qiu),才(cai)是(shi)(shi)家電(dian)產(chan)業真(zhen)正(zheng)的(de)主宰!