Air-conditioning sales doubled in the first half of the year

In June 2013, Galanz launched a 1.5-pound ultra-low-cost air-conditioning system with an energy efficiency of 2,399 yuan. This competitively-priced air-conditioner has been placed in the best-selling list of the Tmall Mall after it was launched in the Tmall. It is an exciting one. The number is that this 2399 yuan air conditioner in the Tmall "618" big promotion volume of about 3,000 units.

After several years of market cultivation, online shopping has become an important shopping method for consumers. In particular, consumers after 80, more and more "handsman family" has been inseparable from online shopping, whether it is to eat small food, or wear clothes, and even home decoration, home appliances purchase are completed on the Internet. Wang Peng of the China Electronic Information Industry Development Research Institute stated that in 2012, the total transaction volume of China’s e-commerce market exceeded 8 trillion yuan, and the scale of online retail transactions reached 1.3 trillion yuan, which was approximately 4.7 times the growth rate of total retail sales of consumer goods in the same year. It has become an important way to boost domestic demand and optimize consumption.

Gan Jianguo, Galanz air-conditioning sales director, said, “From June to July this year, Galanz air-conditioning ranked first in sales of E-commerce platforms such as Tmall, JD.com and Yixun. Only Jingdong’s sales exceeded 1 billion.”

The online shopping cake is becoming bigger and bigger. In the next 5-10 years, the e-commerce website is expected to occupy more than 40% of the Chinese home appliance retail market and become one of the best growing home appliance sales channels. In the online shopping market, the first to do is some "small" items, such as cheap electronic equipment, clothing, food, etc. Later, as the online shopping market becomes bigger and bigger, several thousand yuan of large-scale home appliances have also begun. Gradually accepted by online shopping consumers. The range of products has expanded from home appliances, such as rice cookers and induction cookers, to home appliances that require secondary installation such as air conditioners and kitchen appliances. From the beginning of the swarm of self-built online channels, it has mainly relied on such channels as Suning's Tesco, Gome Online, Jingdong, and Tmall.

Taking air-conditioning products as an example, An Hui, director of the Electronic Information Industry Development Institute of China, the Electronic Research Institute of Seidi think-tank and director of the Software Institute, explained that according to statistics, the sales volume and growth rate of air-conditioners in the first half of 2013 exceeded 100%. In terms of prices, air-conditioning products in the price range of RMB 2,000-3,000 have become the main force, and the market share is now 48.6%. The share of 3000-4999 and above 4000 air-conditioning products is continuously increasing, reaching 16.4% and 10.4% respectively. From the category point of view, wall-mounted air conditioners have an absolute advantage. If they are large air conditioners, many families choose cabinet-type air conditioners.

From a business perspective, air-conditioning companies have begun to consciously attach importance to online shopping channels. More and more air-conditioning companies began to pay attention to the development and construction of e-commerce channels. The proportions of Oaks, Chigo, Hisense, Kelon, Changhong, and TCL increased by 10% over the past year. But there are exceptions, that is, Gree air-conditioning, although the air conditioning industry's boss, but compared with other air-conditioning companies, Gree can be described as fair performance in online shopping channels, and offline sales contrast.

However, the air-conditioning online shopping market has a unique feature, that is, the air-conditioning companies put online shopping channels are mostly low-end air-conditioning products, high-end machine is difficult to find online channels. I search Gome online air-conditioning, the brand air-conditioning products mainly to 2000-3000 yuan-based products, the latest new products are not many.

For this phenomenon, Zuo Yanbiao, the brand director of Yikang, believes that the online shopping crowd mainly captures young people after the 80s. They are in the period of development of the business. Therefore, they are more sensitive to prices, and the price is still their final order. The most critical factor. According to Zhong Yikang's research on online shopping consumption, the single-category sales champions in the home-grid-grid-purchasing market are all low-priced, cost-effective products. There are two factors behind this, one is price-driven, and the other is herd effect.

In fact, if you want to get a slice of online shopping channels, it is far more than just a low price. Xu Dongsheng, secretary-general of the China Household Electrical Appliances Association, said that for enterprises, formerly store sales, but the current online shopping brought great changes to the way companies operate, including logistics and distribution, including the operation of funds, and the exchange of information. How you get consumer information is a change, because the change in the industry in the new era is huge.

In view of the stringent requirements of air-conditioners for logistics, there is a certain threshold for air-conditioning after-sales installation, which limits the sales of air-conditioners through e-commerce channels to some extent. Gan Jianguo, Galanz air-conditioning sales director, said that in addition to strategic importance, counter-attack e-commerce channel comes from the operation level competition, including the choice of goods, joint marketing, analysis of inventory, and product protection, communication efficiency, Service quality, etc.

Yang Ligeng, CEO of Haier E-Commerce Co., Ltd. believes that e-commerce is definitely not just for these websites, these payments, and these electronic aspects. In particular, the large-scale e-commerce, supply chain is very complex, including the real advantage of the Internet, so that personalized production, a production line is very relevant. In the era of Internet, Haier’s strategic transformation is from selling products to selling services, from the cohesiveness of external consumers to internal cohesion, and at the same time building a global communication platform that can be achieved before, during, and after the event. Consumer communication. As a traditional enterprise, as a manufacturer, Haier does not have a very large platform like JD. If we combine our supply chain with our production, front-end and demand, we will have very great power.

At the same time, Haier proposed a modular concept. Yang Ligeng said that in the Internet era, companies can use the capabilities of Haier's back-end supply chain to connect with the front-end needs of networking, fragmentation, and personalization from the perspective of an enterprise producing products to the market. produce. In order to achieve personalized production, Haier proposed a modular production, and at the same time made some changes in the modularization and intelligence.

In the new cold year, Galanz introduced a more powerful 2999 yuan full DC inverter air conditioner. “The e-commerce model is now almost mature and we will embrace it in all directions,” said Gan Jianguo, sales director of Galanz air-conditioning.