The report on Chinas home appliance market in the first half of 2020 (hereinafter referred to as the report) released by the China Institute of electronic information industry development on the same day showed that as the market is becoming increasingly saturated, Chinas household appliance consumption has been significantly impacted by the epidemic. In the first half of this year, the retail sales of Chinas home appliance market reached 369 billion yuan, down 14.13% from the same period last year.
Tuyuan: report on Chinas home appliance market in the first half of 2020 (the same below)
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.
In addition, the sales of cooking appliances such as air frying pan, frying machine, cook machine and wall breaking machine, cleaning appliances such as cleaning machines, electric mops, sweeping robots and vacuum cleaners, and personal protective appliances such as hairdressers and personal massage equipment are driven by the housing economy.
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.
Online share of more than half, the average output of household appliances live broadcast increased by 3 times
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.
The report also points out that offline stores bring high-end offline products online through e-commerce platform, and e-commerce will further sink the efficient and convenient online shopping mode by setting up online and offline points, promote the development of home appliance market towards better products, better service and higher efficiency, and boost consumption and industrial upgrading.
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. Looking forward to the second half of the year, the report believes that the overall household appliance market is cautious and optimistic. However, with the implementation of policies such as home appliances going to the countryside, replacing the old with new ones and upgrading consumption, the market potential is further tapped, and the market scale is expected to be the same as last year. Source: editor in charge of economic report in the 21st century: Zhong Qiming_ NF5619
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.