Home appliances usher in September, silver, October and November promotion season

A super promotion season for the Chinese home appliance industry has been fully launched in early September. From the past "Golden September and Silver October" to the current "Bronze September, Silver October and Golden November", the consumer behavior and habits of the entire home appliance first-tier market are rapidly changing, and the competition in the home appliance business will also enter a turbulent period.

After a long or sluggish wait, all home appliance manufacturers in the Chinese market (except air conditioner manufacturers) finally see the light of day and usher in a super promotion season where they can "show their strength". If the relevant manufacturers miss this round of super-long home appliance promotion season again, they will completely lose the home appliance market in 2017.

With the opening of September, the "Bronze September, Silver October, Gold November" super promotion season campaign for the Chinese home appliance market has been fully launched. This is a good time for color TV companies, a good time for kitchen and small appliance companies, and a great time for refrigerator and washing machine companies. Of course, it is also a critical period for air-conditioning companies to stock up and grab channels.

From "Golden September and Silver October" to "Bronze September, Silver October, and Golden November", behind this change is the unprecedented migration of the retail structure and consumer ecology of the entire home appliance industry. In the past, for all home appliance manufacturers, May Day in the first half of the year and Golden September and Silver October in the second half of the year were the two key outlets and nodes for annual promotions. Basically, 30% or even half of the annual sales tasks of many home appliance manufacturers depend on these two promotion nodes.

It can be said that the value and role of holiday promotions in terminal promotions and shipments of home appliance manufacturers are becoming more and more obvious. Especially with the rise of e-commerce channels and the vertical flattening of physical retail channels, 80-85% of the offline physical store shipments of Suning and Gome are completed through regular holiday promotions, store celebrations, brand special events and other activities. The proportion of normalized and inertial sales from Monday to Friday is getting lower and lower.

Correspondingly, the ability of e-commerce channels such as JD.com and Alibaba to actively create festivals has been improved, which has directly attracted and stimulated traditional home appliance consumption and purchasing behavior, thus evolving into multiple new promotion nodes in addition to the two traditional promotion nodes. For example, JD.com's 618, Suning's 818, and Alibaba's Double 11, these nodes "created out of nothing" by e-commerce have become the sales peaks of the home appliance industry.

At the same time, coupled with the promotional activities that these e-commerce platforms hold basically every month, the "Super Brand Days" of more than 10 home appliance brands throughout the year, as well as the Air Conditioner Festival, Refrigerator Festival, Color TV Festival, and Kitchen Appliances and Small Appliances Festival for different home appliance categories in different seasons of the year, are all creating home appliance consumption nodes dominated by e-commerce.

In the face of the frequent festivals created by home appliance retailers, home appliance companies have not been outdone in the past two or three years. A large number of comprehensive home appliance companies or professional home appliance companies, such as Haier, Midea, Gree, Hisense, TCL, Skyworth, AUX, and Changhong, have successively organized and planned comprehensive super brand days or created exclusive single home appliance category consumer festivals. As a result, home appliance companies have stimulated traditional home appliance channel dealers to actively participate in the first-tier market grab, and actively participate in the market competition while actively participating in the festival promotions of e-commerce and chain stores.

It can be said that the current home appliance consumption has rapidly changed from the two main nodes throughout the year to more than ten promotion nodes throughout the year under the initiative of home appliance companies. In particular, the current "September, October, Silver, and Double Eleven" super promotion season combines the traditional "September and October" promotion hotspots and connects with the e-commerce Double Eleven Festival. At the same time, it is also interspersed with activities such as Super Brand Day from home appliance companies. It can be said that the number of activities and the scale of participating home appliance manufacturers will exceed any previous year.

Therefore, for all home appliance manufacturers, according to the consumption characteristics and changes of "Bronze 9 Silver 10 Gold 11", corresponding promotion activities and promotion rhythm deployment and arrangement should be carried out. In particular, for a large number of small and medium-sized home appliance manufacturers, they should be good at carrying out differentiated activity content and rhythm planning, forming a "Tian Ji horse racing" competition with large enterprises.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.