Appliance industry will usher in the era of change in 2013

With the rapid rise of e-commerce platforms and the manufacturing industry suffering from overcapacity, the Chinese home appliance industry, which has experienced a general decline in growth rate, will usher in a revolutionary era in 2013. Yesterday, many Chinese home appliance industry leaders gathered at the China Household Appliances Expo held in Shanghai. At the 2013 China Household Appliances Development Summit Forum, executives of home appliance companies generally believed that the advent of the Internet era has profoundly changed China's home appliance industry, although e-commerce believes that " The era of online shopping has arrived, but manufacturing companies believe that "the Internet still has a long way to go" and that manufacturing companies must also transition from large-scale development stages to large-scale customization.

channel:

"The era of online shopping has come" VS "There is still a long way to go"

In the past year, one of the biggest bright spots in China's home appliance retail channels was the rapid rise of e-commerce channels. Jingdong Mall CMO Lan Yi believes that in 2012, the channel diversification trend of China's home appliance market has further intensified, and the e-commerce channels have rapidly emerged. Especially for young consumers, the migration from online to offline consumption habits has been completed. The online shopping era is coming.

According to data cited by Lanyi, as of the end of 2012, the total number of Internet users in China had reached 564 million, of which 242 million were online shopping, and the utilization rate of online shopping increased rapidly from 22.1% in 2007 to 42.9 in 2012. %. According to the latest data from iResearch, the total size of China's B2C market reached 387 billion yuan in 2012, nearly double from 2011, with an average annual growth rate of 95%.

Lan Yi believes that the e-commerce platform is playing an increasingly important role in guiding customers' purchases. “Ireresearch's data also shows that 72.1% of offline consumers will look for relevant products by browsing relevant shopping websites before purchasing appliances. Information and buying reviews, etc. This also means that over 70% of online users do pre-purchase market research through the e-commerce platform.”

However, Lu Lanlie, spokesperson of Guangdong Galanz Group Co., Ltd. pointed out that at present, the growth of the Internet in China cannot be said to have reached a fairly mature and perfect stage. It is more dependent on the growth of its own business model. The Internet in China must also be well prepared. There is a long way to go.

“I can assert that the first period of growth represented by investment and natural growth is over, and the next is an important period of shuffling. Now everyone has a huge flow, but you will find that the viscosity of customers is not high. "Lu Yulie said.

manufacture:

Low-end industry chain VS high-value-added products and in the manufacturing process, Sun Jingyan, vice president of Haier White Power, said that the problems of the Chinese home appliance industry are concentrated in the fact that most Chinese manufacturing companies still remain at the low end of the lack of core technologies and foundry level. .

The data released by the world’s authoritative data research agency, Ou Rui International, shows that China’s manufacturing output accounts for 40.5% of the world’s total, but its own brand in the overseas market accounts for only 2.9%, which is an important strategic issue facing the Chinese manufacturing industry. .

Sun Jingyan believes that under the traditional model, the development logic of manufacturing companies only stays in the pure product manufacturing field. Because users do not have the resources or even do not master the core technologies, simple manufacturing companies can only linger at the low end of the industrial chain. This is the reason why some Chinese manufacturing companies have been at the low end of the industry chain for a long time.

With the advent of the Internet age, a single product manufacturing process has gradually been marginalized by market competitiveness. Under the background of industrial development and flat ecology, user resources have become the most important link in the industrial development chain. This has become a key focus for enterprises. The key to competition.

“The digital manufacturing model has emerged in the global industry, and the background of the rapid development of this industry model is precisely the increasingly differentiated user demand that the Internet age has spawned. In order to meet the differentiated needs of users, manufacturing companies must develop from large-scale Phase transition to the mass customization phase.” Sun Jingyan said.

Lu Yonglie also believes that in the age of big data, every idea that starts from R&D for each product can find the corresponding customer. In addition, as the demand for personalization is very large, more niche markets will be formed, and there will be more “gap” on the Internet than offline, which means that more small brands can survive.

Foreign brands represented by Siemens and Hitachi are mainly pushing high value-added products. According to Mr. Guo Tianjian, head of the business division of Hitachi Home Appliances China Mainland, the major revolutionary event in Japan's home appliance market in 2012 was that white power exceeded black power. One of the important reasons is that white power attaches importance to the development of high value-added products. He believes that in the Chinese market, only by high value-added can we increase the unit sales of the home appliance industry.

News link Jingdong Mall:

The low-price competition stage has basically passed. Jingdong Mall will not continue to launch a price war this year. Yesterday, the chief marketing officer of Jingdong Mall Lan Yi accepted an interview with this reporter, said Jingdong Mall will no longer pursue simple low-price competition, but By adding value to the user to ensure price competitiveness.

Last year's e-commerce price war was fierce, and recently, Jingdong Mall announced that it had raised more than 700 million U.S. dollars. The industry predicted that Jingdong’s ammunition for price wars would be more abundant. In this regard, Lan Lan said: "We optimize costs and benefits, and we will ensure that the prices are competitive in the market at all times. Does Wal-Mart have a price war? Our competitiveness cannot be understood as the lowest price, but rather My price is more competitive for everyone than the entire service and other added value to the customer.”

"Now e-commerce has basically ended the first stage of price competition and entered the stage of marketing and service competition."

Jingdong has not yet made a profit, and there are many voices accusing Jingdong Mall of trying to make profits by using investors' money to squeeze prices in order to make it large-scale. For Jingdong’s practice, Lan Yi responded that each company’s model is not the same. In order to build the core competitiveness and grasp the future opportunities in the future, we must put the investment in competitiveness in a short time. The so-called core competitiveness is the core ability that companies can continue to possess in the future. This requires investment.