Air conditioners lead home appliances slowly picking up

Air conditioners lead home appliances slowly picking up
5.1 has arrived, consumer demand for summer home appliances is gradually increasing, and the five-day vacation will become an important home appliance consumer node. At the beginning of April, Guangzhou launched a citywide joint consumption promotion activity ceremony to help the consumer electronics industry pick up consumption. How is the recovery of the home appliance industry? What new actions are there on May Day? To this end, the research group of the Guangzhou Consumer Monitoring List of the Nandu Polling Center has visited several Gome and Suning stores in the city to understand the consumption of home appliances.

Home appliances enter the ranks of live broadcast, with high sales conversion rate

After the outbreak, the home appliance industry experienced a cold, and the offline store's customer traffic decreased significantly. The flow of customers in home appliance retail stores has shifted to online, and the mobile terminal has gradually become a key channel for the home appliance industry to expand its business. In April, Suning Dart International Store held two large-scale live broadcasts across stores and small live broadcasts organized by multiple stores. It attracted many users to watch through direct drop, full reduction, and instant lottery. The live broadcast peaked at more than 100,000 Watch at the same time. Since March, Guangzhou Gome has launched dozens of large-scale live broadcasts with a high conversion rate. Among them, more than 1,000 Jiuyang rice cookers were sold on Gome's "Black Friday" live broadcast event on March 20, and Gome's "100 million yuan consumer subsidy" live broadcast event on April 3 brought total sales of at least 10 million.

According to the sales staff in charge of the small home appliance segment of Suning Dadiao International Store, they maintain live contact with consumers through live broadcasts. In April, the turnover of small home appliances increased by 50% month-on-month. They usually launch live events on the live channel of the Suning client. The number of viewers ranges from hundreds to thousands. At peak times, up to tens of thousands of people can watch at the same time. The situation of online diversion to offline is also relatively good. It is reported that the current offline traffic of small appliances is about 50 people per day, and many of them go to offline stores after watching live broadcasts and understanding products online. According to reports, although the number of viewers and sales of small live events organized by the stores is far less than that of large live broadcasts, continuous updating of store information can keep consumers fresh and continue to tap potential consumers, which is still conducive to the operation of stores.

Promoting consumer activities is conducive to the recovery of the home appliance market, and offline passenger flow slowly recovers

In early April, Guangzhou launched a citywide joint consumption promotion ceremony, focusing on promoting the sales of emerging consumer hotspot products such as 4K color TVs, 5G mobile phones, and smart home appliances. On April 28, the Guangzhou Municipal Bureau of Commerce formally launched the "Huacheng Shenghui · Happy Wide Purchase" series of consumer promotion activities to vigorously promote the consumer electronics market.

How is the current home appliance market picking up? The person in charge of Gome Zhongshan No. 8 Store said that since the “100 million yuan consumer subsidy" activity was held in early April, the home appliance market has been slowly picking up. As of April 25, Guangzhou Gome's sales in April increased by 14% from March and by 47% from February. The researcher of the research group saw about 40 customers in the eight stores of Zhongshan Gome in the afternoon of April 28. During the period, many consumers actively consulted the methods and channels of receiving coupons, mainly asking about air conditioning, kitchen and bathroom, color TV, Communication and other products. However, the researcher learned from a staff member responsible for the logistics and distribution of a brand of air conditioners in Panyu District that in late April of last year, they had to send more than 100 air conditioners a day, but currently only deliver 30 to 40 air conditioners a day. It can be seen that the home appliance industry as a whole is gradually picking up, but the recovery is slow.

From the consumer's perspective, how attractive is the consumer promotion activity? Researchers interviewed some consumers. Although many customers said that discounts on activities would increase their willingness to consume, some customers believed that activities would not affect their willingness to consume. Customers who plan to purchase large-sized appliances believe that the consumption subsidies and discounts of this activity are relatively small and not attractive, but they still have to buy, and the activity has little effect on their consumption. However, some customers report that they do n’t know much about this activity and think that it is not much different from the usual promotion methods of merchants.

Sales of air conditioners are picking up, and healthy home appliances have become new outlets

From the perspective of product sales, the number of air-conditioning consultants and sales have increased significantly. The staff in charge of air-conditioning sales in Suning Dadiao International Store said that with the epidemic under control and the approaching summer, the number of consumers who came to consult air-conditioning products increased, and the passenger flow increased from 10 people per day in March to the day in April. 50 people. In terms of sales volume, the person in charge of Gome Zhongshan No. 8 Store said that many manufacturers started warm-up activities from March to April. As of April 25, the sales of air conditioners in stores in April increased by 18% compared with March sales, compared with 2 Monthly rose 114%, the store will launch a number of special air conditioners during May Day, including popular models of Gree, Haier, Daikin and other brands. In terms of discounts, a staff member of Suning Haizhu Wanda Plaza revealed to researchers that the discounts of Midea, Haier and other brands are more intense, and air-conditioning with first-level energy consumption and frequency conversion is most popular with customers. The staff also said that younger groups tend to buy low-end local brands, and they do not pay much attention to the after-sales service of the brand; instead, the middle class pays more attention to after-sales service, so they choose more high-end brands.

In addition, health appliances have become a new bright spot in this consumption. A sudden epidemic has made people pay more attention to "health", consumers' health concept has ushered in a new round of upgrades, and the purchase demand for healthy home appliances is highlighted. A salesperson at Suning Zhengjia Plaza Store told the researcher that there are many customers who come to consult the air purifier recently. Compared with the small appliances with two functions of purifying and moisture absorption, the air purifier with special function is more popular in the office. Staff favorite.

It is understood that from March 1st to March 15th this year, Suning Health Appliances' omni-channel sales increased 218% month-on-month, of which, disinfection cabinets and ironing machines increased 172% and 98% respectively. The central air conditioner with self-cleaning function increased by 206%, and the fresh air system increased by 293%. On March 15th, sales of small household appliances with health functions such as environmental protection and sterilization increased by 213% year-on-year. The person in charge of Gome's eight stores in Zhongshan also said that since the outbreak, the public has more demand for health appliances, so the sales of health appliances in the first quarter also increased to varying degrees. However, there are also stores that report that healthy home appliances are not as hot as expected, and the sales volume and the number of consultants have not achieved the expected results. Despite this, the staff of a Gome store still said that healthy home appliances will be a new outlet for transformation. In the future, Gome Guangzhou will also focus on recommending healthy home appliances with high temperature, ultraviolet disinfection and sterilization functions, such as air conditioning with internal circulation purification, ultraviolet disinfection and sterilization Products such as clothes dryers, sterilization cabinets without dead corners, etc., actively meet consumer demand for healthy home appliances.

May Day buyer's electricity promotion offers great discounts, and the trade-in promotion should be strengthened

To stimulate the consumption of home appliances, Guangdong organized a special action for home appliances to the countryside in 2020, with a preferential rate of up to 17%. The home appliance industry has also launched a series of offers for this purpose. The researchers visited and learned that during the May Day, Guangzhou Gome and Suning will use the form of issuing subsidy vouchers, set-off discounts, in-house purchases, trade-in, and other forms to help the consumer electronics market consume. Taking Guangzhou Gome as an example, consumers can obtain consumption vouchers by pre-recognition, online free consumption subsidies, package rebates and other forms. Guangzhou Gome will also launch an in-app purchase live broadcast at 19:00 on April 30th, inviting each The factory supplier boss visits the live broadcast room to sell products, and will be interspersed with free house appliance lottery during the period. And Suning will open the May Day Shopping Festival to stimulate consumption by issuing five subsidies, including red envelope subsidies, trade-in subsidies, package subsidies and air-conditioning / kitchen subsidies.

In terms of trade-in, Gome and Suning have their own actions. It is reported that before May 12, consumers enter the May Day exclusive activity page on the Gome Butler WeChat public account or applet to fill in the old collection information, and can receive consumption vouchers. Among them, consumers of household appliances, 3C, and home appliances can use the Gome app View consumption coupons. The staff in charge of air-conditioning sales at Suning Baogang Avenue Store said that the store has always had more consumers participating in the trade-in service, and that there are different levels of subsidies for air conditioners of different prices. Suning, concerned about the official public account can receive 1200 yuan renewal subsidies, old machine replacement subsidies up to 500 yuan.

However, the researchers learned that some home appliance stores pay less attention to trade-in initiatives than consumer coupons. The interview found that the promotion of trade-in for appliance stores is relatively low, and the researchers basically did not see much information in this area. If the sales staff does not actively mention trade-in, many consumers know very little about it. Some store staff told researchers that the trade-in replacement subsidy at the store did not change much compared to the past, and it would not specifically make more changes in this regard, and it was naturally not as good as consumer coupons.
However, the researchers visited and found that the trade-in effect of stimulating consumption is still very obvious. In an interview with a Gome store, a researcher saw that some consumers originally wanted to buy only a hanging air conditioner, but when they learned that the store's trade-in efforts were as high as 3000-200, they immediately indicated that they would also replace the washing machine at home. According to the prediction of the China Household Electrical Appliances Association, 160 million home appliances will reach the safe lifespan in 2020, and “trade-in" will once again become a key word in the home appliance industry. It is necessary for the home appliance industry to launch a trade-in market. To this end, the research group recommends that merchants may wish to increase the trade-in promotion and discounts during May Day promotions, and give consumers more promotional service guidelines to stimulate consumers' desire to buy while promoting the overall transformation and upgrading of the home appliance industry.

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