The fragmentation of household appliances market channels has intensified, and there are new schemes for obtaining traffic
In 2022, the Double 11 will come to an end, and home appliances will still be the hot category for sales on all major platforms. On the whole, this year's "Double 11" has seen a comprehensive stability in the whole category of home appliances on multiple platforms on a year-on-year basis. According to the data reported by AVC, during the Double 11 in 2022, the sales volume of comprehensive e-commerce (Tmall/JD) will be 934 billion, with a year-on-year growth of 2.9%. However, despite the small increase in the household appliance market, the overall depressed market this year is still boosted, and new opportunities for market segmentation track are also highlighted.
At the turning point of the 11th National Congress of the Communist Party of China, the home appliance market tends to be rational and calm
The overall performance of the "Double 11" in 2022 is more calm than that in previous years, the overall thinking is more stable, and the focus is shifted from scale to quality. He Jinming, vice president of Ovi Cloud (AVC), said that the appliance market in the Double 11 this year will change significantly in 2022. At present, it has shown the transformation of e-commerce platform driven by "traffic dispersion"+"rational consumption", "virtual idol"+"virtual scene" to improve the immersive shopping experience, "quality consumption"+"sinking consumption", and consumption classification is obvious "Instant retail"+"physical stores" reshape the obvious characteristics of the new ecology of the real economy. The decision-making logic of consumer groups has changed, and consumer behavior has become more rational and returns to its original intention. In the flat market, quality consumption ushers in explosive growth, bringing more confidence for enterprises to find the second growth curve.
From the perspective of channels, Chen Fengbo, president of Suning E-shop's electric appliance industry line, analyzed that the overall sales of the home appliance industry during the Double 11 Festival this year were stable, the product structure continued to optimize, consumer psychology, platform, brand and channels have changed, consumers have returned to their original intention of shopping, and they are more pursuing stylization, quality, intelligence and environmental protection in their choice of home appliances, and more pursuing home appliance products with a sense of quality and cost-effective; The platform and brand make efforts to market the new track in scenarios to meet the quality needs of some users; At the same time, the channels are more subdivided and fragmented. "Grass planting in the whole scene+live broadcast with goods on the platform" has become the standard configuration of businesses, and multi-channel layout and social e-commerce have become the focus of platform businesses.
The performance of the Double 11 Festival is more rational. Everyone has reached a consensus at all levels. Lv Shenghua, the chief editor of Home Appliance Network, also said that the Double 11 Festival has become low-key and dull. This is a very important turning point. We have not seen a "shocking" price war, or a category's popularity. We are more rational in the stock market where "price for volume" is not feasible.
Yang Weijun, editor in chief of Shanghai Home Appliance Network, also said that the promotion effect is weakening. During the "Double 11" this year, brands still actively store energy to embrace e-commerce promotion nodes, but the direction has changed. This year, the product structure of the home appliance market has been upgraded to the mainstream, and smart home appliances are also poised for development. From the perspective of major household appliances, the proportion of middle and high-end product lines continues to increase, and there is still room for growth in the future; The number, quality and sales of health smart home appliances have also been greatly improved.
Get new traffic plans to deal with channel fragmentation
At present, the fragmentation of household appliances market channels is intensifying, and under the market background of serious shortage of market demand, the traffic entrance has risen to the strategic height of the industry. Any traffic highland may become a fragmented channel, so how can enterprises obtain more market traffic?
He Jinming, vice president of Ovi Cloud (AVC), suggested that the enterprise should strengthen innovation and upgrade, and make high-quality products to enhance the user's freshness; Strong content output, multi platform launch, improved conversion rate, strong integration and development, from "private domain" to "global" operation. Make good products that match users' needs, and then through multi platform high-quality content output, after sharing, fission and education, play a role in strengthening users' minds, promote users to place orders directly on the trading platform, and finally achieve global operation, reaching users online, offline, public and private.
Chen Fengbo, president of Suning E-shop's electric appliance industry line, suggested that enterprises make full use of social e-commerce and live delivery platforms, pay attention to the acquisition and precipitation of private domain accurate traffic, and gradually transform into high-value users; Focus on the new track of scenario marketing, show the deep connection between household appliances and users' lives across categories, and pay attention to the user experience and the emotional value that products can provide. Aiming at the demographic dividend of the sinking market, we will increase policy subsidies such as the rural revitalization plan and the home appliances to the countryside (trade in the old for the new), and combine new consumption scenarios such as rural e-commerce to sink the market with multi touch efforts.
Lv Shenghua, the chief editor of Home Appliance Network, believed that different channels correspond to different user groups and different consumption scenarios, and made precise suggestions on the front and back platforms of the enterprise. He said that, from the perspective of the front desk, the enterprise needs to optimize the channels according to its product categories, brand positioning and resources. From the perspective of the middle and back office, only by accelerating the digital transformation can enterprises be able to cope with the fragmentation of channels and increasingly scarce traffic.
Yang Weijun, chief editor of Shanghai Home Appliance Network, also said that in the era of fragmented channels, enterprises should rely on "revenue" and "release" to obtain more traffic. In terms of brand building, communication strategies, media planning and other strategies, enterprises should do a good job of overall collection and export, ensuring that there is no waste or distortion in promotion and communication, and do a good job of "revenue"; At the implementation level involving new media, online celebrities, social communities, etc., enterprises can give full play to the characteristics of various media, and jointly make traffic bigger and more flexible.
The market is changing, and the concept and marketing of home appliance manufacturers are also changing. During the promotion of the Double Eleventh National Congress in 2022, the overall performance is stable, and there will be no more frequent achievements. The price war has quietly gone, and the market is showing a more rational trend. In this market background, enterprises want to obtain more market traffic, and strong innovation and upgrading, strong content output, and strong integration development are the top priorities for future development!
