OFweek smart home network news Home appliances channel battle is extremely fierce, both the line up and down the line of the pattern of competition, but also product sales disputes, and now there is even a debate on consumption trends.
It is not difficult to understand that the release of the consumer trend report can bolster the situation and highlight the industry status of the manufacturers. The company has also started strategic planning around this, and Tmall Electric released its 2017 strategic development plan on April 11. However, the author finds that due to the lack of support for home appliance big data, the resulting consumer trends may not accurately reflect the status quo of home appliances consumption, and based on this related strategy may not be reliable, and the risk factor for mortality is increasing.
Mass data is a research premise
Data-supported reports are informative
On April 11, 2017, the Tmall Electrical Home Ecological Summit was held in Hangzhou. The First Financial Business Data Center (CBNData) teamed up with the Tmall Electrical Appliances Business Group to jointly publish the “2017 China Family Scene Internet Consumption Insights Report†at the 2017 TES Tmall Appliance Eco-Home Ecological Summit. The report pointed out that the first-tier cities have a The consumer demand for audio-visual and other home entertainment scenes is high; the demand for quality appliances such as life appliances and household appliances in second-tier cities has increased rapidly, and the promotion of “home upgrading†around consumption upgrades has been elaborated.
Based on the report's judgment on the direction of the home appliance market, Tmall Electric also released a 2017 strategic development plan, claiming to operate as a whole around the “home†scenario, pushing 100,000 digital stores this year and incubating 5 billion new industries in three years , And help 10,000 offline home appliances stores to achieve non-electronic to electronic transformation and other strategic objectives.
Summit release strategy
Last year was GFK, this year was CBNData, and Tmall Electric changed partners to publish consumer trend reports. The trend report is to help companies understand the real situation of the market, not for the purpose of grabbing the eyeball effect. From this perspective, the report should have its support and continuity, so that it is more convincing, and based on such data reports, The corresponding strategic plan formulated will significantly reduce its market risk.
First, there must be massive data support
Does Ali have a lot of data? Have! Does Ali have a huge amount of data on home appliance sales? Really do not know.
To publish a consumption trend report, it is first necessary to have sufficient large-scale support in this area. If you are not an independent third-party data research company or a leading company in the industry, it is difficult to have enough data to support it.
In the home appliance consumer market, relatively authoritative research institutions include China Electronic Information Industry Development Research Institute (CIDI Research Institute), Ovid Cloud Network Big Data, and China Unicom. Under online + offline, they have enough monitoring data, and the report made by them is obviously more objective.
Big data research is a systematic project, and the report is also
In terms of home appliance channels, there were Jingdong, which was promoted to be the new overlord of home appliance sales last year. Suning, which has accelerated the convergence of online and offline services, also has Gome. Relative to Tmall, Jingdong, Suning and Gome are much larger than it is, and the sales volume data they have is more comprehensive. The joint publisher CBNData is neither a household appliance market monitoring company nor a home appliance retail company. Whether the conclusion is based on the study of massive data is difficult to identify.
Wen Jianping, president of Ove Cloud Network, stated that the release of any report must be based on big data, because only a large amount of data can work out the rules, so as to provide better reference for consumers' purchases.
Second, the trend report should have continuity
The trend report should have continuity so that it is more authoritative and trustworthy. However, in some cases, the consumer trend report has become a stage for companies to talk about themselves.
For example, at the 2016 Tmall Appliance Eco-House Ecological Summit, GFK released the “2015 Digital Home Appliances Consumer Trends Report†industry report, which mentions that Tmall Electric City maintained an average growth rate of nearly 70% for three consecutive years, including smart appliances. The annual growth rate of smart TVs, smart air conditioners and smart refrigerators exceeds 130%, and the turnover of international brands has increased by more than 60%. Over 300 international consumer electronics brands and more than 6,000 consumer electronics brands have achieved brand self-employment at Tmall, and more than 70% of high-tech new products have been launched on Tmall.
Tmall's performance should not be a day's work. The special report mentioned an average increase of nearly 70% for three consecutive years. The annual growth rate of smart home appliances such as smart TVs, smart air conditioners, and smart refrigerators exceeds 130. %, according to reason, should be reflected in the GFK "2013 Digital Home Appliances Consumer Trends Report", GFK "2014 Digital Home Appliances Consumer Trends Report" should be reflected.
2013, no
2014, no
However, the author searched Baidu for "GFK 2013 Digital Appliance Consumer Trend Report" or "GFK 2014 Digital Appliance Consumer Trend Report", but did not find relevant news, or even web search. Similarly, Baidu search "2016 Digital Home Appliances Consumption Trend Report" has no result. Without continuous research or reports that may not be external, a 2015 consumer trend report suddenly emerged, which mentioned that Tmall Electric's substantial growth, which is lack of support.
2016 report is similar to 2015
It is conceivable that the fairness of the consumer trend report thus obtained is debatable.
This year, the 2017 China Family Scene Internet Consumption Insight Report, jointly launched by CBNData and Tmall Electric Appliances Group, is again tailored to Tmall's 2017 new strategy. We will not know what will happen in the short-term trend report and we will wait and see.
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