The growth of home network purchases in the first half of the year boosts domestic demand

According to statistics released by the Ministry of Commerce, in the first half of 2014, China's online retail market transaction volume was approximately 1.1 trillion, an increase of 33.4% year-on-year. In the first half of 2014, China’s B2C home network purchase market (including mobile terminals) reached 83 billion yuan, up from the same period last year. An increase of 56.6%. In this 83 billion yuan, major home appliances 23 billion yuan, an increase of 67%; mobile portable terminal 44 billion yuan, of which mobile phone 40.6 billion yuan, an increase of 35%; small home appliances 16 billion yuan, an increase of 80% or more. After two years of adaptation and accumulation, traditional home appliance products (large and small household appliances) continued to develop on the online market, showing greater explosiveness than the first-developed mobile phones and digital products. Accelerated development of home grid purchases has increasingly become an important driving force for stimulating domestic demand.

Online purchase of high-end home appliance products is obvious, C2B custom model scale test

On August 12, 2014, in the first half of 2014, at home grid purchase summit forum, Wang Xiangdong, director of the China Electronic Information Industry Development Software Institute, pointed out that the large-scale home appliance brand online market, home appliance grid to further enrich the product range, plus The 30-50-year-old netizens are further adapting and relying on online shopping. These factors make the high-end trend of home-purchased grid-connected products obvious. In the first half of 2014, without considering the special factors of “explosive models”, the explosive power of online shopping for high-end home appliances was significantly higher than that of other products. For example, the size of online flat-panel TVs was getting larger and larger, and the 46-inch to 52-inch segment grew far. Far higher than other sizes, the size of 32-inch and below has declined, and the proportion of online-smart smart TVs has exceeded 50%, which is a double-digit increase over the entire year of 2013.

“The model of 'custom underwriting' is not new on the ground home appliance chain channel, 'SUNNING' and 'GUO American underwriting' products are available every year, but the onshore underwriting model is based on the definition of user needs based on the business and the manufacturers. In the home network purchase market, with the traceability of online sales, a large database is eventually formed, which can accurately indicate the needs of consumers and even tap into the potential needs that consumers do not know. Therefore, the online customization model is more thorough and subversive. The traditional pattern of commodity production and sales has unlimited imagination. "When it comes to the new model of online shopping for home appliances, Wang Xiangdong said with joy.

E-commerce is unprecedentedly high in all regions, and county has become a new growth point for online shopping

“China’s e-commerce has entered a process of popularization from cities to rural areas to rural areas,” said Wang Xiangdong, director of the Informatization Research Center of the Chinese Academy of Social Sciences, when talking about the new trend of home-grid shopping.

Wang Xiangdong believes that the county, as the junction between urban and rural areas, acts as a front-line ministry for the integration of urban and rural areas, and plays a role of total importance in the process of home grid purchases and e-commerce promotion. E-commerce is no longer just a new channel for online sales. Selling products is so simple. It is already integrated with the mainstream work and strategic goals from the country to local levels, such as the issues of agriculture, the rural areas, employment, poverty alleviation, Urbanization and so on. The county has increasingly become a new growth point for home network purchases. Many farmers also began to rely on the home appliance market in the county to switch to online purchases of home appliances. This was partly due to the strengthening of the sales promotion campaign in the first half of the year, and the deeper reason was that home appliance companies paid more attention to e-commerce sales channels. , Increased investment, and with the further solution of distribution, installation, after-sales, service, quality assurance and other issues, so that the vast majority of rural consumers in the consumption of ideas and habits to accept more home network purchase. After investigation and research, it is found that in order to achieve healthy development, county home appliances have several handles. One is a platform, one is a park, and the other is training. The process is the county's e-commerce platform construction system, combing resources, and using the park to undertake policies. Build local e-commerce infrastructure, and then use training to build a solid foundation for the local e-commerce development to provide a steady stream of talent reserves, this process is now in full swing in the counties of many provinces across the country.

Companies are rushing to layout and use consumer experience as a "compass"

According to Lu Jiebo, deputy secretary-general of the China Electronic Chamber of Commerce, Haier is currently in the top spot in refrigerators, washing machines, and air conditioners. Haier also actively tests water on high-end products, and exerts the power of “big brothers”. With high-value, high-end, customized products to explore new ways of home network purchase. The United States also exerts fierce power, relying on the advantages of small household appliances such as rice cookers, microwave ovens and soya-bean milk makers that consumers consider cost-effective, setting a new record for monthly turnover in the industry in the first half of this year. At the same time, in the field of small household appliances, the leader of the razor company Feike, based on consumer appraisal, actively deployed in the areas of hair dryer, hair clipper, and hang ironing machine, breaking the monopoly of high-end personal care appliances by foreign companies. Some emerging brands also made a breakthrough on the Internet in the first half of the year. LeTV, with the sales volume of 570,000 units, successfully became the first camp of online color TV sales in the first half of the year, and it was also completed with consumers generally pushing for quality.

"After investigating and analyzing the consumers of home-grid purchases, we found that the main reason for online shopping was that "the price is cheaper and the promotional activities are more attractive," consumers accounted for 39.2%, and 17.6% of consumers believe that the main reason for online shopping is household appliances. The reason lies in its convenience, and some new elements have begun to affect the user’s purchase behavior, including whether the product type is rich, the payment method is diversified and safe, the logistics is fast, the after-sales service level, etc.. From the education of online shopping users Look, high-educated groups are becoming the main users of home network purchases, accounting for 65% of undergraduate education, their online consumption tends to be rational, so e-commerce will gradually use the consumer experience as a compass for future development, in addition to the cost-effective consumer In addition to evaluations affecting corporate development, the third-party payment platforms represented by Alipay and Weifutong have taken absolute advantage due to the consumer's need for payment convenience, and major e-commerce companies have also invested in human and material resources. Pay R&D for the mobile terminal to meet the needs of consumers for mobile shopping.” .