Trend home appliances have emerged as a new force, giving the market a shot in the arm
2022 is destined to be an extraordinary year. The complex and volatile international situation, the rise in the prices of bulk commodity raw materials and other factors have made the already "quiet" home appliance market even more sluggish, and also affected the confidence of the market. How to stimulate consumer demand in the era of household appliances stock has become a must answer question proposed by the market and industry.
Surprisingly, Trend Home Appliances emerged as a new force and delivered a beautiful answer, adding a touch of light to the market. According to GfK Zhongyikang report data, in the first half of 2022, the market growth of game TV, clothes dryer and air fryer will be 57%, 41.1% and 61% respectively; In the second half of the year, according to the data of JD Home Appliances, the trend home appliances of 618, 11.11 and other major promotion nodes have achieved a multiplier growth. The outstanding achievements of Trend Home Appliances undoubtedly give the market a shot in the arm. The rise of Trend Home Appliances points out the future development direction of the industry with the joint efforts and strong impetus from products, prices, services and other aspects of channels and manufacturers represented by JD Home Appliances.
What's the secret of leading the trend of home appliances?
What are trend home appliances? Ovi Cloud pointed out in the White Paper on Consumption Trends of New Home Appliances in 2022 that only appliances that can provide users with new life scenes and values can be called "trend appliances".
For example: hand free wall breaking machine and floor washing machine that can realize self-cleaning; The washing and drying kit and the washing and drying machine that can be directly dried after washing clothes; Zoning washing machine to solve the problem of mixed washing of clothes; Ultra thin flat embedded refrigerators and embedded dishwashers that can integrate with a variety of home styles and achieve home appliances integration in a ultra-thin flat embedded way... Trend home appliances can provide consumers with a more efficient, relaxed, healthy, happy, simple and refined lifestyle while meeting their basic life needs, thus winning the favor of many consumers.
During the promotion of e-commerce on November 11 this year, according to the data of JD Home Appliances, game TV, fresh air air conditioner, embedded air conditioner, ultra-thin refrigerator, ultra-thin washing machine and other consumer trend categories, the transaction amount in the first 28 hours increased significantly year on year; High end floor washers, "no turning over" air fryers, radio frequency beauty instruments and other small household appliances also achieved good results with a year-on-year increase of several times in transaction value.
Under the special background of this year, such achievements are particularly hard won and deserve the attention of the industry. The reason is that, after supporting the golden development dividend of home appliances for nearly 20 years, where is the new direction of industry development? It is the most concerned issue for every practitioner.
According to experts in the industry, in the stock market, the main demand driving consumption has gradually changed from new demand to replacement demand. Specifically, there are not only high-end product buyers who focus on quality and experience and are willing to pay a high premium for a better life, but also pragmatists who focus on cost performance and are willing to pay for basic life issues. This inclusiveness of consumption demand differentiation provides structural opportunities for stock market segmentation.
The opportunity of trend home appliances comes from the logic of consumption demand in the new cycle: home appliances should not only meet the needs, but also meet the different requirements of different people for quality life, improve and effectively enhance the practical operation experience. The market also gave positive feedback on this, enabling Trend Home Appliances to achieve rapid development and growth in this year.
From products, prices to services, JD home appliances promote the popularity of home appliances
2022 can be said to be the "growth year" of trend household appliances. Since the year 2021, when JD.com joined forces with all major brands to promote new appliances in the trend category, it has laid the foundation for the rapid development of trend appliances. High quality trend home appliances, affordable prices, service upgrades such as trade in... The layout of products, prices and services of JD Home Appliances and all major brands undoubtedly plays a key role in promoting the rapid popularization of trend home appliances.
First of all, the rise of trend home appliances comes from the structural opportunity of differentiation and inclusiveness of consumer demand, but its core is still products. Personalized upgrading, functional optimization after application scenario analysis and facing consumers' life pain points are the key factors for the success of the above categories.
Take blowing and protecting articles as an example. Traditional blowing and protecting products have single functions and uniform shapes. In contrast, consumers' consumption strength and willingness have increased, and their demand for high-quality and high-end products has also increased. Product upgrading is facing challenges. Based on this, the blowing and protecting machine, as a new trend household appliance category, came into being. Compared with the machine that only has the function of drying hair in people's impression, the blowing and protecting machine has the characteristics of hair care, softness, efficiency, etc. Some hot products can even use the moisture in the air to improve the defects of dried hair, such as dry hair, irritability and bifurcation, and has the functions of hair maintenance, hair care, etc. JD Home Appliances has precisely seen this consumption pain point and demand. This year, in conjunction with Ovi Cloud, it released the White Paper on the Consumption Trend of the Blowing and Protecting Machine Industry in 2022, giving clear direction for the development of the appliance category with the trend of "blowing and protecting machines".
Secondly, the rapid development of trend home appliances is inseparable from the guidance of the strategic level and the joint efforts of all major brands. As early as 2021, JD Home Appliances put forward a new promotion strategy - promoting new products and trend categories. In 2022, it proposed to adhere to the "long-term principle" and work with manufacturers to continuously build a path of benign sustainable growth and structural growth in the strategic direction of product innovation. On the landing level, we should not only boost the growth of high-quality trend products, but also make use of JD's supply chain and user scale advantages to create "low quality" around trend appliances. While allowing consumers to enjoy the price welfare, it also enables manufacturers, channels, consumers and the entire industry to grow up healthily on the basis of mutual trust and fair and reasonable mechanism.
In addition, JD.com firmly grasped the opportunity of a new round of home appliances trading in old ones for new ones. In the past two years, when the household appliance industry ushered in the window period of trade in, it not only introduced the three exemption policy of free door-to-door, free dismantling and free transportation, regardless of brand, product appearance and age, but also supported "trade in the old for the new across categories". Consumers can not only use old household appliances to trade in new ones, but also use old mobile phones and old computers to trade in new household appliances. It also supports the synchronous implementation of "getting the old and sending the new" in many parts of the country, and the replacement of the old machine for the new household appliances is completed at one time, boosting the rapid popularization of trend household appliances.
In order to enable consumers to buy their favorite trend home appliances at a more affordable price, the key promotion nodes of JD Home Appliances will be supported by the promotion of trend home appliances and related promotion policies and services. It is reported that since 8:00 p.m. on December 10, the year-end discount festival of JD Home Appliances has been fully opened. There are not only a large number of trend home appliances available for purchase, but also PLUS exclusive benefits such as a 10% reduction, a further reduction of 300 yuan from the old for the new, a discount on the purchase of complete sets, and a direct reduction of 70% for year-end clearance.
From products, to prices, to services, with the all-round and multi-dimensional promotion of enterprises represented by JD Home Appliances, Trend Home Appliances has become the most concerned "dark horse" this year, which not only boosted confidence in the market, opened new increments, new opportunities and new hopes in the stock market, but also pointed out the direction for the future development of the home appliance industry. After the "growth year" of 2022 trend household appliances, it is expected to usher in greater development next year.
