Differences in home appliance sales structure: There are different online and offline sales

With the continuous popularization of e-commerce, household appliances have also taken this trend and attracted many consumers at affordable prices. However, people in the industry have stated that if home network purchases are to achieve a real breakthrough, the key lies in the level of safety and service.

Recently, the cold currents in the south have drastically reduced the temperature throughout the country, and sales of warm home appliances have also increased. However, the reporter visited a number of supermarkets, home appliance stores found that although electric oil heaters, small sun, heaters and other heating appliances have been placed in a more conspicuous position, many brands also launched promotional special machines, but popular far Not as good as expected. “If consumers need to buy home appliances, they will usually wait until the weekend. Many office workers do not have the time or the idea to visit home appliances on weekdays. The flow of people on weekends or evenings is usually more than usual during the daytime.” A salesperson at Suning Beijing Zizhuqiao Store. This explains.

However, a net statistics show that the sales of electric heaters on the Internet are gratifying. For example, the monthly sales of FH-06 heaters reached 15,693, ranking No. 1 in electric heater sales. Pioneer DS1042 electric oil heaters A month also sold 7281. Taking Emmett's HC1637S electric heater as an example, online sales have reached 466 in less than 10 days in early November. Among them, the total sales volume of Tmall Mall was 211, Taobao sold a total of 98 pieces, and Jingdong Mall also sold nearly 100 pieces. The offline store chain, this electric heater is also a promotional model, but in the past 10 days total sales of less than 10% of the line.

Not long ago, with the help of her daughter, Beijing consumer Aunt Li bought her an electric oil radiator with a price of 329 yuan for the first time. Aunt Li cheerfully told reporters that the first attempt was to buy online. Appliances feel really convenient. The order was placed the night before and arrived at noon the next day. "The big cold days do not have to go out without saying that the price is cheaper than the supermarket to buy more than 100 yuan. Too good."

Consumer Ms. Liu said that the price of electric heaters is generally not high, and the installation is also simple, because the cheap, it is not a pity that the failure has been eliminated, so there is no high demand for after-sales service, more suitable for online purchase. "If it is large appliances, I still prefer to go to home appliance stores."

The characteristics of online sales of low-priced products are also reflected in home appliances. The monthly monitoring data of Zhongyekang E-Commerce shows that from January to September of this year, the online sales of washing machines increased by more than 150% year-on-year. However, the product structure of online and offline sales is slightly different. Online single-cylinder and twin-cylinder products perform better than offline, while drum washing machines perform better than offline. Also in online shopping air conditioners, more than 70% of products are fixed-frequency products, and products under 2500 yuan account for about 60%. And online promotions are often immediate, and second and third line brands have more room for development.

In this regard, Zhong Yikang, president of Lian Siqing, believes that this structural difference between online and offline products is due, on the one hand, to the fact that the spending power of online shopping groups is still low, and they pay more attention to price differences. At the same time, as the level of online shopping security and after-sales service needs to be improved, consumers will have more concerns about online purchases of relatively high-priced home appliances. On the other hand, companies will also have more high-end products such as drum washing machines. Concentrate on offline market sales and insufficient on the online market.

In this regard, experts believe that e-commerce has become a major trend in home appliance sales, if the online shopping security and online shopping appliance service level can be quickly improved, will further accelerate the pace of e-commerce development in the field of home appliances.