/ Ascot/August 17, 2022 GUANGZHOU -- Compared with previous years, the market for front-line home appliances is quite lively this August. Continuous high temperature weather, baking a number of provinces and cities across the country, but also let the sales of air conditioning, refrigerators, fans and other seasonal household appliances detonated. According to the data of JD home Appliances, during the 28-hour peak period of "815th anniversary celebration", the transaction volume of air conditioning increased by more than 130% and that of fresh air conditioning increased by more than 4 times. At the same time, many customers participated in the "trade-in" activity, trading in air conditioners, refrigerators and other products, and the number of trade-in orders increased by 170% year-on-year.
Behind the channel manufacturers' active actions is actually the confusion and pressure brought by the downturn in the home appliance industry and the weak consumption in the first half of this year. This also makes industrial policy makers, as well as consumption trend leaders, must accelerate in the second half of the year to seize the main channel of consumption upgrading, take advantage of the east wind of industrial policy and resonate with all parties, give full play to the initiative to find a new outlet for consumption.
Whether the "2022 National Household Appliance Consumption Season" led by the Ministry of Commerce has been launched in Hangzhou and set off the demo for the household appliance consumption market all over the country, or JD has joined hands with manufacturers to create the "815th anniversary celebration" and create the mid-year consumption node of household appliances, all of them send a common signal to the outside world: The consumer demand of home appliance market has always existed, and the main channel of home appliance consumption upgrading has been fully opened. What is needed is the joint efforts of channels and manufacturers to start the landing and guidance of "one foot in front of the door" in the terminal market. The consumption of household appliances has emerged as a new outlet of "increasing volume". What is needed is the active cooperation of all parties to create greater value on the outlet.August national household appliance consumption season mobilization meeting
Channel manufacturers active layout in the second half of the home appliance market is expected to be concentrated and large volume of explosive
At present, the home appliance first-line market is highly white-hot, it is an indisputable fact. From the perspective of the household appliance circle: the reason behind this is not the market is too bad or the consumption is sluggish, but the supply and demand relationship between the two ends of the industrial chain is not smooth. Many good household appliance products must have a better platform to connect and open up with the needs and pain points of users.
In other words, the activation of the market for mainstream consumer groups is a new battle involving "industrial policies, industry associations, mainstream manufacturers, as well as government departments" and other forces. Since entering the home appliance market in August, it is under the push of these four forces to release the "rather rare" tuyere, among which the most representative is the Jingdong led the "815 anniversary celebration" activity.
What is interesting is that the 815th anniversary of JD not only became the third node in the first-tier market of "taking over JD 618 and preheating JD 11.11", but also stepped into the national policy of supporting household appliance consumption, and also grabbed the air of rejuvenating family life such as newlyweds and new homes in the golden autumn in advance. Through this activity, home appliance circle more see the future home appliance consumption boost several key elements:
One is scientific planning, layout in advance. Jingdong gathers massive trend household appliances, launches multi-category and multi-brand trade-in services across 3C household appliances, and guarantees Jingdong 11.11 and other services to achieve mental communication among users; Second, aim at a high starting point, promote multi-brand group. Jingdong has deep resonance with top 100 manufacturers such as Haier, Fpacific, SONY, Hisense, Huadi, Cobos, etc., with the help of new product release, channel exposure and massive stock to achieve a wide range of responses; The third is to follow the trend and engage in war on two fronts. Through more than 15,000 JD.com home appliance stores, including four new format stores, one-stop shopping experience is provided to users with "full scene, full channel and full category".
Over the years, the channel side represented by Jingdong Household Appliances has been playing the role of leader and breaker in the market. With the help of this year's "815 week celebration" Jingdong is strongly promoting the docking of both ends of supply and demand. To realize the activation of new consumption, new scenarios and new lifestyles, which is an important force for the "mass growth" of household appliances consumption, and a successful start of the market in the second half of the year through the creation of the third node of household appliances consumption.
New users create new demand Structural growth helps the healthy development of the industry < p>
The biggest change in the home appliance market in the past two years is not only the fragmentation of channels and diversification of consumption, but also the failure of traditional low price competition, miscellaneous price competition and other means, but many home appliance enterprises and businesses are not willing to face this fact. They are less willing to embrace changing times, markets and audiences. This has become a "natural barrier" in front of many household appliance manufacturers.
The good news is that the young generation, especially Generation Z users, have become the main force of home appliance consumption. Young users are keen to eliminate old home appliances, leaving a space for new and high-end home appliances. This year, the "815th anniversary" peak period of JD home appliances 28 hours, the number of trade-in orders increased by 170% year-on-year, among which, The number of trade-in orders for small household appliances increased by 3.6 times year-on-year, and the value of trade-in orders for air conditioners increased by 240 percent year-on-year.
This also drives the health of household appliances consumption, scene and experience trend. The income of the main consumer group of traditional home appliances drives the trend of quality, high-end and system of home appliances. Under the joint influence of these variables, revitalizing products and revitalizing life are becoming the common pursuit of many families. In order to realize the synchronous growth of the total consumption of household appliances and the transaction amount of individuals, it is necessary to focus on the subdivided needs of users and focus on the trend of "new household appliances", which can be seen from the emergence of "Beijing Luxury Tide Electricity Club".
In this year, Jingdong Home Appliance Co., Ltd. and many high-end brands will establish the "Beijing Luxury Tide Electric Club", which will provide a platform for consumers who have the demand for high-end home appliances and manufacturers who are willing to promote high-end home appliances to buy and display; Meanwhile, in recent years, JD household Appliances has become the release platform and the first channel for the new product listing of many domestic and foreign brands, accelerating the launch of technological new products and trends of many household appliances manufacturers. This series of actions is not only for the trend, but also in advance of the layout.
Consumers experience fresh air conditioning in JD's flagship store in City
< P > The Report on the Values and Lifestyle of High Net Worth Individuals 2022 jointly released by Bo Bao Tang Life Research Institute and Hurun Research Institute shows: "Health", "happiness" and "stable life" are the common pursuit of both the general population and the high net worth population. Compared to the general population, HNWIs also expect more from internal emotions such as "sincerity and consideration".
This means that many users now buy home appliances, but expect quality, service and a better life experience. This is exactly the core power of JD to continuously stimulate the consumption of home appliances and lead the trend of new home appliances in recent years, that is, to understand the voice of users, understand their needs, and meet their yearning for life. In the face of the trend of "new home appliances" such as game TV, fresh air conditioning and sweeping robot, Jingdong has provided the manufacturers with the maximum extent of support to promote new products through marketing, stocking and integrated services, so that the new products of brand manufacturers are immediately exploded. This not only accelerates the product upgrading speed of manufacturers, but also boosts the structural growth of the industry and ensures the healthy development of the industry.
< P > can see, whether the home appliances "old for new", or green smart home appliances to the countryside, or home appliances scene, set into a group, for the home appliances industry need a "foot in the door" force, let users feel the charm of good products, consumers to choose better products to harvest a better life. Relying on the "National household appliance consumption Season in August", JD works with all parties to build the new three nodes of national household appliance consumption, which is a case presentation of this force, and also provides a window for the outside world to gain insight into household appliance consumption. With the acceleration of home appliance consumption in the second half of the year, we believe that the whole industry will have new opportunities, let us wait and see.
