Home appliances will become a new hot spot for promotion as sales channels sink

With the popularization of broadband and the development of online shopping security, the sales channels of home appliance online shopping have continued to sink and have now reached the rural market. Major e-commerce companies are vying for market share. Advertisements of JD.com and Alibaba have already appeared on rural walls. This shows that as sales channels continue to sink, home appliances will become a new promotional hotspot in the third and fourth tier markets.

With the increasing development of online shopping, more and more consumers like to buy home appliances online , and online channels have become the main sales channels. Data show that in the first half of this year, the online sales of flat-screen TVs, air conditioners, refrigerators and washing machines have accounted for 15%, 10.5%, 13% and 12.3% of the overall market respectively. Online sales of large appliances have become the mainstream development trend.

Both home appliance companies and e-commerce platforms have been talking about channel sinking in recent years and heading towards the rural market. The limitation to the development of online home appliance shopping in rural areas is the improvement of the logistics system. JD.com and Alibaba have both laid out their logistics systems, and home appliance companies are also laying out their plans, working hard for the last mile of home appliance products.

At present, the prices of online home appliances are still at a point where low-priced products occupy the market, and will inevitably move towards the high-end market in the future. From the price point of view, online products are still dominated by mid- and low-end products, but the price range has an upward trend. With the gradual rationalization of product price layout and consumers' recognition of all aspects of online home appliance purchases, the proportion of mid- and high-end products will gradually increase.

In the hot color TV market, the share of e-commerce channels will continue to grow. In the current rural market, the number of township outlets and regional home appliance stores accounts for 86% and 12.5% ​​of the total channels respectively, which are the main body of rural color TV channels. With the development of e-commerce channels and the continuous sinking of chain channels, as well as the survival of the fittest pattern of township outlets, the scale of rural market channels will change significantly in the future.

From the performance of the air conditioner market, from January to May, the retail volume of air conditioners in the third and fourth tier markets increased by 12.4% year-on-year, 9.3 percentage points higher than that in the first and second tier markets. It is worth mentioning that the Internet penetration rate in third and fourth tier cities and rural areas is relatively high. If home appliance companies want to expand profits in the third and fourth tier markets, network platform construction and channel sinking have also become important links. Industry insiders said that channel sinking is becoming the main trend of home appliance companies' development, and future competition will inevitably be in the rural market.

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.