Appliance companies warm up their attitude toward e-commerce

This year's "double 11" price war has not only drastically boosted the sales of home appliances, but also allowed companies to change their attitude toward e-commerce promotions. All companies have stated that the importance of e-commerce channels has been paralleled with physical stores.

Appliance manufacturers learn to walk on two legs

This year, under the so-called “2012 final price war” campaign, Tmall, Suning Tesco, Gome Online Mall and other heavyweight e-commerce giants have gathered, and these e-commerce companies, which specialize in home appliances, are riveting. Promote.

Gome.com Online Shop launched the “0 Yuan Buy + Get 1 Yuan” and “Dai-Yi Hui” promotion activities to warm up the market in early November. On November 9th, it launched the 4th consecutive Singles Shopping Carnival. "We are led by the large home appliances," and we are offering substantial discounts for all categories. Han Depeng, general manager of Gome.com, said: “Since this year we have launched a large-scale price war, this event is the longest preparation and the largest investment.” Suning's main product is the "three-day, three-night super zero-purchase plan", which is a combination of online and offline services. It uses unprecedented promotions to declare war on all major e-commerce companies. Suning's executive vice president Li Bin stated that Suning will invest 50 million yuan in "Shuang 11" logistics. By the end of October, it has signed purchase agreements with hundreds of domestic and foreign brands, completed the storage of all sources, and tens of thousands of mainstream mainstream products All participated in the "Double 11" promotion. The overall profit distribution exceeded RMB 1.5 billion.

Statistics show that online sales of "Double 11" reached 19.1 billion yuan. Although there is no specific sales of home appliances, many home appliances companies have achieved a lot in this promotion. Beautiful kitchen appliances won a lot of money. Order. The data shows that sales of the "Double 11" Midea kitchen and bath flagship store exceeded 18.5 million yuan. Wang Jinliang, director of the Domestic Marketing Department of Midea Group, said that the "Double 11" promotion has really boosted the sales of small home appliance products. It seems that e-commerce has become an important sales channel, especially sales channels for small household appliances. Pay close attention to the development of e-commerce. Su Zihuan, deputy general manager of Changhong Multimedia Industry Corporation, also believes that compared with the “8·15” price war, this holiday promotion is no longer a hype, not only creating a crowd effect, but also stimulating impulse consumption.

Physical sales line sales dismal

The actions of e-commerce also forced offline companies to start. When reporters visited the store, they found that Dazhong, Gome and other stores posted the words “online price comparison store orders” everywhere, and many brands claimed that they had tied prices online. There are also promotional staff who threatened to believe that online prices are low, as long as the online price changes, the store can be tied.

Although the offline sales response is also very rapid, the impact of the new online shopping model on traditional sales is obvious. Wang Jinliang said that online sales are hot and the line is bleak.

On the day of "Double 11", the consumers in the store were paralyzed. There are two main reasons. The first is that consumers think that online prices are more favorable. Some netizens categorically say that there is no need to go shopping in stores, and small household appliances and kitchen appliances can be sold on the Internet because physical store prices are not lower than online.

In fact, even though entity stores claim that the price will definitely be lower than the Internet, the reporter found two TVs for Samsung and Sanyo on the Internet and went to the store to compare prices. However, they found that there was no stock in the store, and most of the products were only tied, not as good as Low on the internet.

On the other hand, the market demand for large home appliances in the main battlefield is not strong. Compared with reporters, air-conditioning and other white goods have not changed much in comparison with the previous price. The person in charge of an air-conditioning company's sales company introduced that the main body of price wars for e-commerce companies is not large appliances. In addition, large household appliances are sold off-season, even if they are promoted. It will not pull sales, so there will not be much change between online and offline.

The third sales model came into being

Although all parties are positive about the convenience and rapidity of online shopping, there are still many problems that need to be solved. There is a lack of communication and exchange in online shopping. Some consumers frankly said, "I want to buy a smart TV, can use wireless or can only use the cable; air-conditioning installation requires a few meters of pipeline, spare parts is how much money, can not be known from the Internet. If you can shop online, also It's better to communicate easily and conveniently."

Under such demand, the third sales model was born. At the beginning of this year, Chico, an air-conditioning company, opened up a sales model for the “Le Amoy Power Grid” community store. This kind of community store will be around the community in the future. Consumers can log in to the “Le Amoy Power Grid” through the internet in their home or community stores. If they want to see product prototypes or have problem consultation, they can compare them in the community stores and the store promoters will also serve the consumers. ,explain.

Wang Xiyang, assistant to the president of Chigo Air Conditioning Co., Ltd., dubbed the model as B2, because this model allowed online sales to land. It is understood that Changhong is also introducing such a sales model. Su Zihuan believes that such a sales model provides conditions for better communication with consumers.