The growth rate of the home appliance industry gradually slowed down

Constrained by the regulation of real estate, the elimination of home appliances to rural areas in some areas, and the cancellation of the trade-in policy at the end of the year, the home appliance industry has been under pressure this year. The data shows that the growth rate of the home appliance industry is gradually slowing down, and black, white and small home appliances are all the same. How to change and innovate in reverse market and seek development? On the afternoon of the 18th, at the launching ceremony and industry forum of the 3rd “New Beijing News” 3C Heroes List, various parties from different stores and enterprises discussed this.

【Product reviews】

Stimulating the market with product updates At the forum, people in the home appliance industry all stated that the market is relatively sluggish this year, and manufacturers have launched new products to stimulate the market.

General Manager Guo Ting of Beijing TCL Electronics Sales Co., Ltd. stated that this year's color TV products have been updated very quickly. This year, TCL has launched several smart TVs and cloud TVs. Guo Zheng said that TV will also realize more interactive features in the future.

Zhang Zhen, head of marketing at Hisense Beijing Branch, stated that Hisense is committed to developing new products to stimulate consumers' desire to buy. This year, Hisense introduced the 710 cloud smart TV and ITV 7-inch smart computer.

According to Miao Feng, deputy general manager of Konka's Beijing branch, Konka has also introduced 7 LCD and LED 3D products in response to trends. After the National Day, it launched the competitive 7000 and 8000 series of cloud TVs. “The color TV products are updated too quickly. Many functions are set up and used to basically enter an IT field. Later, I can also be called an IT person.”

Bai Xiuhong, deputy general manager of Skyworth Beijing Branch, said, "From the CC backlight 3D to Android Cool open smart 3D, from August's cloud TV to the National Day main push cloud TV, Skyworth products have been updated."

Chen Xiaogui, deputy general manager of Beijing Midea Refrigeration Products Sales Co., said that although this year's situation is grave, Midea's national sales growth is still relatively large. The company has ensured sales growth mainly from the aspects of channel construction and product innovation. In 2011, Midea introduced deep sleep air conditioning. According to Chen Xiaogui, the flagship product of the United States will be Biyun’s air-conditioner for the next year. At the same time, it also introduced the design of an original super-sized fan blade.

Yang Pingjie, assistant to General Manager of Beijing Gree, said that the market decline has little effect on Gree, because Gree's R&D investment is very large, and some new products and technologies have been introduced, breaking the monopoly of Western countries.

Ao Kesi Beijing Marketing Center Marketing Manager Jiang Lihui also said that this year Oaks focus on product upgrades and upgrades, launched a second-generation heat pump air conditioning, starting at minus 20 degrees can also be normal and efficient heating.

In addition to color TVs and air conditioners, new products in the kitchen, telecommunications, and other fields are also emerging.

Fang Yuhao, General Manager of Fantasy Beijing Branch, stated that this year the company pays more attention to the environmental protection and energy saving of products, and the main product is the series of efficient static suction. Among them, there is a range hood EQ01 that has been officially promoted this year. It is the star product of the main hit and it is highly efficient and silent. Two intermediate indicators.

Xiong Feng, General Manager of Beijing Office of Boxi Electric Appliances (China) Co., Ltd., also stated that Siemens has introduced a product that meets the future needs of consumers - Siemens Vacuum Zero Freshness Refrigerator. This product has been favored by consumers since its introduction. .

Zhang Hao, a senior brand manager of ZTE Corporation, also stated that ZTE is focusing on smart phones and has previously launched a 999 yuan Android operating system smartphone, which has shipped nearly 7 million units globally.

[channel articles]

Entity Stores and E-commerce Channels Pay Equal Attention Beijing Guo, general manager of TCL Electronics Sales Co., Ltd., stated that sales in the four large-scale primary markets in the North, Shanghai, Guangzhou and Shenzhen have dropped to varying degrees this year. Therefore, "This year, the company has not only increased its cooperation with home appliance chains, supermarkets, and department stores, but has also vigorously promoted the construction of specialty stores nationwide."

Chen Xiaogui, deputy general manager of Beijing Midea Refrigeration Products Sales Co., also stated that Midea is also increasing its store construction. In addition to building specialty stores, the expansion of the three- and four-tier markets has also become an important part of marketing.

Dong Shenggong, head of ice washing marketing department of Samsung Electronics Greater China headquarters, said that the home appliances to the countryside, the old-for-new exchange policy will be cancelled by the end of the year, and Samsung will intensify efforts to develop the three-level and fourth-level markets.

Yang Pingjie, assistant manager of Beijing Gree, believes that in this environment, Gree will use the nationwide network of specialty stores to market some of its products. Followed by more in-depth rural markets, to create more sales opportunities to the four-tier market.

For the sales model and sales channel innovation, Wu Weifeng, head of Beijing Haier’s Industry and Trade User Resources Department, concluded that Haier launched a win-win organizational innovation model this year.

Wang Weirong, CEO of Hongtusanbao Beijing, said that the pressure of e-commerce on the store has been highlighted. Wang Gang, manager of the large customer department of Beijing Midea Household Appliances Sales Co., Ltd., said that he is currently strengthening communication with emerging channels, working with JD.com, Excellence, Dangdang, and Taobao Mall, and starting to try TV shopping.

【Store】

The store pays more attention to the product experience. Each home appliance store also feels the pressure of sales. How to seek new breakthroughs? Suning, Gome and Hongtu three people are responsible for the more concerned about the consumer's product experience.

Sun Chengzhi, deputy general manager of Suning Beijing, said that experience is a very important aspect of service. In addition, Sun Chengzhi stated that Suning is engaged in in-depth cooperation with real estate companies, home improvement companies and banks. For example, direct connection with the home improvement company's designers to understand what kind of style of home appliances and decoration style match. When the designer designs the house for the customer, he can introduce the consumer's advice to the consumer. This is the sharing of information resources.

Yang Huobin, director of Beijing Gome 3C Business Center, also stated that the market is gradually slowing down. To strengthen its sales capabilities, it is necessary to provide consumers with a richer product experience.

Wang Weirong, executive president of Hongtusanbao Beijing, said that IT products have many applications and software inside, and they can't just sell appearances. "The only thing I feel is that the experience is not too much. Although I have used some experiential demonstrations, I haven't really experienced it." He said that smartphones need special experience. Only through experience can consumers understand better. The design and appearance of the product provoked the consumer's desire to purchase.