"Net" system "net" home appliance store "double line" force

Last Monday, it was not a holiday, but China’s largest e-commerce companies chose to push price wars and propaganda battles to the top this day. There is only one reason. This day is the 8th anniversary of the "public enemy" Jingdong. Jingdong Mall took out 618 million yuan in free cash coupons from June 18 to June 24. On June 18th, Tmall, Suning, Tesco and other e-commerce bigwigs had targeted “plus code”, throwing out various “guy” at the bottom of the box, and placed various arrays at the entrance of Jingdong. The intention is obvious: grab people, steal money, grab the site!

Competition between e-commerce, home appliance stores look in the eyes, in mind, and plan in mind. Jiangmen Gome said that while the company is doing well in physical stores, it will continue to increase its investment in online shopping malls and continue to expand sales. Domestic appliance stores, Ocean Electric, said that the company will launch online sales business in the second half of this year, and start the "two-wire" operation model of the network and physical stores to deal with the impact of e-commerce on traditional home appliance stores.

E-commerce low-cost seller

Citizens call prices attractive

Miss Feng, who lives in Nonglin Road, recently purchased a 40-inch flat-screen TV at Jingdong Mall. “We went to a home appliance store in Jiangmen and saw it. This TV was just in the clear prototype, and the last one was left. The original price was 7,999 yuan. The clear sample price was 5,999 yuan, but it only sold 4,699 yuan in Jingdong, and the price was very low. Enticing.” Miss Fung said that she had just bought a new house, after the whole house appliances are ready to buy online, “can save a lot of money.”

For cases like Ms. Feng, Mr. Tang, who has been engaged in marketing for more than 10 years, said that the impact of online shopping on traditional physical stores is “increasingly large. When 80 and 90 become the main players in the market, I think many physical stores Will reduce the number of stores, or even close down. Because after 80, 90 will be more keen on online shopping."

A senior analyst in the home appliance industry pointed out that consumer electronics consumers nowadays have experienced great changes in both consumer behavior and consumer psychology, while traditional home appliance marketing channels have begun to encounter development difficulties. This reflects the actual consumer shopping experience. The upgrade and transformation.

Appliance stores meet challenges

"Double-line" combat finds its way

In the past, the proportion of household appliances in the entire sales of Jingdong was not high. Jingdong Senior Vice President Wu Sheng told the media that at present, home appliances and the entire home appliance products account for 10% and 25% of Jingdong's revenue respectively, and more are still IT digital products. However, he said that although the proportion of home appliances is not high, the growth rate is very fast. Jingdong Mall's "History of the history of the most celebrated store" promotion has just ended, the promotion of home appliances category exceptionally eye-catching, 300 million yuan in consumer electronics let consumers crazy.

A survey conducted by Zhong Yekang (a national household appliance survey agency) in more than 7,000 stores in January and February this year showed that air conditioners, color TVs, washing machines, and refrigerators have shrunk by 20%, and they are rapidly growing online. Air-conditioners, color TVs, and refrigerators increased by 261%, 166%, and 188%, respectively. In 2011, JD.com’s online sales of home appliance products accounted for 10%, and 2012 is expected to increase to 12%.

Insiders pointed out that e-commerce companies like JD.com are not “invincible.” Some home appliance brands have a special contribution of 3:7 for Jingdong, Gome, and Suning, and try to avoid price wars. However, it is hardly possible to do too much differentiated treatment for a particular family. "This is one of the contests in the supply chain."

Gome also gave pressure to Jingdong. Han Depeng, the general manager of Gome.com, once said in a high-profile manner that Gome.com’s goal this year is to achieve the first place in China’s home appliance B2C market and achieve the top three sales scale in China’s comprehensive B2C market in the next two to three years. Wang Junzhou, president of Gome Electric Group, also stressed that in the next two to three years, China’s online shopping market will account for 15% of sales. Dangdang.com also started the new round of price wars through the country's east wind.

Jiang Lei, general manager of Jiangmen Road, said Ray Lei, Gome Jiangmen Branch is responsible for the operation of the United States Gome Mall Jiangmen station management work, sales are also good, "There are also about one million per month sales." Road Ray said, electricity supplier in Guangzhou, Shenzhen First-tier cities such as Beijing and Beijing have concentrated their efforts to occupy more and more market shares. However, for the second and third-tier markets, the intensity is still relatively lacking. “The monthly retail sales of each store in Jiangmen Gome is around 40 million yuan, which is relatively stable, indicating that it is limited by the impact of the electricity supplier. E-commerce will have a larger sales volume in 3C. We work together online and offline to improve Gome. Market share and service satisfaction."

Lu Lei said that relative to JD.com and other e-commerce providers, the supply chain is a traditional chain of household electrical appliance companies. “We have been a national chain for almost 30 years and have our own supply chain. The country’s annual sales exceed 100 billion yuan, and the categories and prices we purchase have unparalleled advantages. E-commerce, electronics are only forms, and business is the essence. In the final analysis, the core is the supply chain. Our second advantage is logistics distribution and services. We have 10 stores in the Wuyi area. We can rely on a strong logistics system to provide fast and safe delivery regardless of where consumers are located. With congenital advantages, consumers can easily find our stores and service outlets, and then receive good after-sales services.”

Jiang Jian Suning general manager Liu Jianbin believes that although the growth rate of e-commerce in recent years is very high, the impact on traditional home appliance stores has not been reflected for the time being, because the proportion of e-commerce home appliances sales is very low, mobile phones, computers and other digital products Sales accounted for a relatively large amount, so it has a greater impact on mobile phone shops. In the future, home appliance stores will develop in the direction of super-large, professional services and a comfortable shopping environment to cope with the impact of e-commerce.

Zhao Bixiong, chief operating officer of Oceanic Electronics, believes that online shopping and physical stores have their own advantages. There may be cheating on the internet, especially when buying a small amount of home appliances. “The small household appliances we sell have been hit harder, especially digital products, but the network can't keep up with the after-sales service for these products. E-commerce has not had much impact on high-priced home appliances. We also have plans to cope with it and we plan to do it in the second half of the year. Although we do physical stores are regional, but network sales are not limited to Jiangmen, we will do some products that do not conflict with physical stores, especially some new products.When we explore the success of this online sales platform, we will Try to sell more other products.” It is understood that Dayang Electric has now opened its own store on Tmall, and always follow the sales price of other e-commerce products of the same type, and then negotiate prices with suppliers to obtain competition The price of force.

According to the reporter’s understanding, Hengfa’s home appliance and CLP’s online shop are also planning.

Insiders pointed out that in the United States, only one of the top ten e-commerce companies has no physical store, so e-commerce is not a scourge and will co-exist with traditional home appliances.