Chinas home appliance market doubled in Q2, and the average output of household appliances live broadcasting increased 3 times

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 Chinas home appliance market doubled in Q2, and the average output of household appliances live broadcasting increased 3 times


Xia Xutian

On July 27, the 21st century economic report learned from the China Institute of electronic information industry development of the Ministry of industry and information technology that in the first half of this year, the retail sales of Chinas home appliance market reached 369 billion yuan, down 14.13% compared with the same period last year. However, the total retail sales of Chinas home appliance market in the second quarter reached 248.6 billion yuan, double the first quarter, with a year-on-year increase of 2.64%.

The home appliance market doubled month on month and returned to the same period last year

According to the report, with the development of epidemic prevention and control and the implementation of various consumption promotion policies, manufacturers and businesses have actively adjusted measures in place, and the market sales have improved significantly and recovered rapidly to the same level of last year. In the second quarter, the total retail sales of Chinas home appliances market reached 248.6 billion yuan, double that of the first quarter, with a year-on-year increase of 2.64%.

From the product point of view, in the first half of this year, the market of most household appliances has shrunk to varying degrees, and suffered a total decline in volume. However, the sales of disinfection cabinet, terminal water purification equipment, dishwasher, mite remover and other products with sterilization as the main function increased significantly. At the same time, refrigerators with fresh-keeping and antibacterial functions, washing machines with high-temperature boiling and washing functions, air-cleaning integrated air-conditioning, etc The growth of big white power products.

According to the report, the epidemic situation has stimulated peoples demand for the subdivision function of household electrical appliances, and promoted the structural adjustment of household appliances. Products with high-tech content and in line with personalized demand for fine differentiation are the most competitive.

Internet retail channels have played a key role in the rapid recovery of the home appliance market. According to the report, in the first half of this year, Chinas online home appliance retail sales amounted to 191.3 billion yuan, an increase of 7.23% over the same period last year. Online channels accounted for 51.84% of the total retail sales of household appliances. Home appliances have become another product category with more than half of the online share after books and 3C electronic products.

In the first half of this year, the market share of home appliances was further concentrated in Jingdong, tmall and Suning, the o2o platform. Jingdongs market share increased by 6 percentage points to 28.86% compared with the end of last year, ranking first in all channels. Suning and tmall increased by 3 percentage points to 21.76% and 14.2% respectively, ranking second and third respectively Field concentration was further improved.

It is worth noting that in the first half of this year, new marketing methods such as live delivery with goods, 3D scene purchase and other new technical means were more applied to the home appliance market, which played a positive role in promoting the recovery of the home appliance market.

According to the report, in the first half of the year, the whole household appliance industry embraced live broadcasting with goods. In the field of home appliances, there were more than one million live broadcasting sessions and more than 100 billion transactions were reached. In the second quarter of this year, the conversion rate of home appliance live broadcasting increased significantly, with the average output of four times that of the first quarter.

According to the report, both live marketing and 3D model rooms are performances of manufacturers and businesses striving to provide users with better experience based on consumption psychology, which reflects that the market is more consumer centered and returns to service and consumption experience.

(author: Xia Xutian, editor: Zhong Yingjia)

Source: responsible editor of 21st century economic report: Wang Fengzhi_ NT2541