隨著(zhu)我(wo)國經(jing)濟發展(zhan)進(jin)入到新常態,在家電(dian)流通(tong)行業(ye),一股變革(ge)趨(qu)勢已(yi)在不(bu)經(jing)意間“觸碰(peng)”家電(dian)企業(ye)的眉(mei)睫,電(dian)商在自行剔除“電(dian)商”成(cheng)(cheng)分之(zhi)后加快“落地”,傳統(tong)零售渠道商則奮力“起飛”。電(dian)商對家電(dian)企業(ye)而言,漸漸成(cheng)(cheng)了外界(jie)口中的“愛之(zhi)深恨之(zhi)切”和“看不(bu)慣干不(bu)掉擺不(bu)脫離(li)不(bu)開”的存在。2019年家電(dian)市場還有哪些看點?
家用(yong)電器發(fa)展(zhan)現(xian)狀
,2019年我國網(wang)上(shang)消費旺勢將持續,網(wang)絡零售市場(chang)增(zeng)速(su)將保持在20%以(yi)上(shang),家電網(wang)購(gou)市場(chang)增(zeng)速(su)則在25%以(yi)上(shang),總體(ti)規模超(chao)過4800億元。其中,鄉鎮網(wang)購(gou)市場(chang)將大幅(fu)增(zeng)長,增(zeng)幅(fu)達(da)150%。
一(yi)、家(jia)電市場消(xiao)費群體年輕(qing)化特點顯著(zhu)。其中(zhong),80后家(jia)電消(xiao)費占據主(zhu)要消(xiao)費的74%,成為家(jia)電產品的主(zhu)要購買者,作為核(he)心(xin)的用戶(hu)群體。80后更注重(zhong)科技、時(shi)尚與生活方式(shi)的結合,注重(zhong)產品性價比,以(yi)及注重(zhong)多元的精(jing)神需求,是線上購物的主(zhu)力人群。
二、家電健康概念日益深化(hua)。從生(sheng)(sheng)活方(fang)式的改變,到生(sheng)(sheng)活水(shui)平的不(bu)斷提(ti)高,人們對自(zi)己(ji)和家(jia)人的健康以及環(huan)境衛生(sheng)(sheng)的重(zhong)視,也反(fan)映在(zai)家(jia)電行業(ye),越(yue)來(lai)越(yue)多的消費者(zhe)愿意在(zai)購買家(jia)電時,為家(jia)電產(chan)品所帶有的健康功能付費。
三、農(nong)村市(shi)場具有(you)較大潛力(li)。城市(shi)電商市(shi)場日趨飽(bao)和,增長(chang)空間有限,而農村(cun)電商潛(qian)力無窮。根(gen)據報告可看(kan)出,我國城鄉家(jia)(jia)電市(shi)場差距依然(ran)明顯,隨(sui)著國家(jia)(jia)層面政策的支(zhi)持,家(jia)(jia)電行業也將(jiang)更加注重農村(cun)消費(fei)潛(qian)力,實體渠(qu)道和電商渠(qu)道將(jiang)繼續下沉,以(yi)高(gao)品質(zhi)、同(tong)價(jia)格的商品為廣大農村(cun)消費(fei)者帶(dai)來生活的便利(li)。
四、智能家電正在成為新(xin)的熱點。我(wo)國(guo)家電生產企業將繼(ji)續朝著智能制造方(fang)向發展(zhan)(zhan),銷(xiao)售端則更(geng)多(duo)地(di)呈現多(duo)渠道統(tong)合(he)發展(zhan)(zhan)的(de)特(te)征。值得注意的(de)是,銷(xiao)售方(fang)面,電商(shang)與(yu)實體(ti)點的(de)競爭關系依然(ran)存(cun)在,但(dan)“線(xian)(xian)上+線(xian)(xian)下+物(wu)流+服(fu)務”的(de)模(mo)式(shi)逐漸成為(wei)主流,打造線(xian)(xian)上與(yu)線(xian)(xian)下相(xiang)結合(he)的(de)零售模(mo)式(shi),成為(wei)更(geng)多(duo)家電企業轉(zhuan)型(xing)的(de)新思路(lu)。
家用電器未來(lai)格局預(yu)測(ce)
一、渠(qu)道(dao)將發生更(geng)多變化(hua)。在線(xian)上渠(qu)道(dao)崛(jue)起之前,其實渠(qu)道(dao)已經基本定型。但是,近幾年電商網購平臺崛(jue)起之后,家電零售渠(qu)道(dao)格局再一次(ci)發生變化(hua),從(cong)單純的(de)線(xian)下渠(qu)道(dao)演變成線(xian)下與線(xian)上兩個渠(qu)道(dao)的(de)競爭。未來則是迎來新一輪雙線(xian)融合下的(de)新走勢(shi)。
二、促銷手段拋(pao)棄低價。以往(wang)家電促銷多(duo)把資源投(tou)放在(zai)降(jiang)價(jia)、買贈等方(fang)面,方(fang)式(shi)多(duo)為在(zai)市(shi)場上"大水漫(man)灌式(shi)"的(de)粗放行為,隨著(zhu)消費者的(de)購買能力提(ti)升,需求動力從擁有到改(gai)善(shan)的(de)變(bian)化,簡單的(de)再(zai)以降(jiang)價(jia)折(zhe)扣模(mo)式(shi)的(de)促銷,顯然已(yi)經(jing)不再(zai)那么靈驗。
三(san)、售(shou)后(hou)(hou)服務(wu)(wu)(wu)要破冰(bing)局。家(jia)電(dian)(dian)的售(shou)后(hou)(hou)服務(wu)(wu)(wu)歷來是一個短板。中國家(jia)電(dian)(dian)產(chan)業已經(jing)在全(quan)球具有影(ying)響力,但是伴(ban)隨家(jia)電(dian)(dian)的售(shou)后(hou)(hou)服務(wu)(wu)(wu)問題始(shi)終沒有很好(hao)的得到解決,多數廠家(jia)把售(shou)后(hou)(hou)服務(wu)(wu)(wu)當成雞肋,既(ji)不(bu)愿(yuan)意(yi)、也(ye)不(bu)敢丟棄,但是也(ye)不(bu)愿(yuan)意(yi)誠心(xin)進行大的投(tou)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(chuang)維、TCL、長虹與樂視的"4+1"格局;白電已經形成海爾(er)、美的、格(ge)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、老板暫時領先。
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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) |
0.88%(7家) |
2021年網(wang)(wang)站數據庫共收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)797家(jia),其中品(pin)(pin)牌特許(xu)店(dian)(dian)(dian)(dian)(dian)的網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)占總(zong)比最多(duo),達到276家(jia),其次為品(pin)(pin)牌旗(qi)(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian),收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為136家(jia),京(jing)東(dong)旗(qi)(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為104家(jia),京(jing)東(dong)特許(xu)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為104家(jia),京(jing)東(dong)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為93家(jia),蘇(su)寧(ning)自營店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為28家(jia),小品(pin)(pin)牌網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為24家(jia),蘇(su)寧(ning)旗(qi)(qi)艦(jian)店(dian)(dian)(dian)(dian)(dian)收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為17家(jia),企業店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為7家(jia),拼(pin)多(duo)多(duo)店(dian)(dian)(dian)(dian)(dian)鋪收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為5家(jia),品(pin)(pin)牌商(shang)城收(shou)(shou)(shou)錄(lu)網(wang)(wang)店(dian)(dian)(dian)(dian)(dian)為3家(jia)。
小編認為,未(wei)來,無(wu)論電(dian)商是(shi)不(bu)是(shi)真(zhen)的(de)會(hui)消失,實體店是(shi)不(bu)是(shi)真(zhen)的(de)會(hui)全面復蘇,對于(yu)所(suo)有家電(dian)廠(chang)商來說,都需要認清一個核心(xin)問題,那就(jiu)是(shi)無(wu)論是(shi)制造商,還(huan)是(shi)零售商,都不(bu)是(shi)家電(dian)產業的(de)主(zhu)角和(he)核心(xin),只(zhi)有用(yong)戶和(he)用(yong)戶需求,才是(shi)家電(dian)產業真(zhen)正(zheng)的(de)主(zhu)宰(zai)!