Rise abruptly quickly in domestic middle class the instantly that purchasing power promotes ceaselessly, its also promote subsequently to the pursuit of life quality, cause happiness of conditions of home appliance industry. On May 25, nimble inspire confidence in sb triumphant (GfK China) release " tendency of the market of Q1 China home appliance reported 2018 " show, this year first quarter market of brunt home appliance (color television, air conditioning, freezer, washing machine) retail volume rises 7% compared to the same period, turnover grows 10% compared to the same period, the market all valence is climbed continuously litre, the demand that buys better product is more and more exuberant.
The report shows dimensions of market of brunt home appliance exceeds 100 billion yuan, su Ning is bought easily exceed 22 billion yuan, cursory consideration, 22% what hold integral market share about, get run whole trench the first, the data that publishs with the Ai Rui before this differs not quite, number one position consolidates again. So, is Su Ning after all by what again " bully screen " of share of market of home appliance industry?
From solve pain spot to arrive offer bright point: Home appliance consumption upgrades times, the channel below the line has congenital advantage
Show according to the data, high capacity, platen, wash carbonado the high-end washing machine of an organic whole, the French of frequency conversion intelligence opens the door more, what the cross reachs high-end intelligence to the freezer of high capacity high end that open the door is embedded the product of high-end home appliance such as electric equipment of life of hutch report, Western-style kitchen, had become the sale main force of inn of Su Ning door. Lid of closestool of dishwasher, intelligence, sweep the floor a few new face such as processor of car of robot, electric toothbrush, balance, rubbish, already also went up the shopping sheet of many prefectural town consumer.
In in last few years consumption upgrades below tide, just needed home appliance to move toward intelligence to change stage by stage, high end is changed, solve the pain spot of the user not only, more the user offers bright point. Expand of the middle class ceaselessly, becoming the main force that consumes the market, more and more China consumer are willing to be the life quality with be obtained better, and pay higher cost.
High end consumes a crowd to pay attention to the experience of the product, design more, because this builds experience setting to go up in compose, because the market below this line has congenital advantage. The channel below eye front has made the dominant medium of communication that consumption upgrades, high-end product sale is in all the time in climb ceaselessly litre, it is home appliance product (color television, air conditioning, freezer, washing machine) advocate sell channel, according to GfK the data that monitor shows, 2018 first quarter, proportion of turnover of the market below the line is achieved 69% , among them the high end of product of main home appliance consumes 6000 yuan of above, the turnover below the line is occupied than be as high as 87% , the channel below visible line is consumption upgrade stand for war.
The channel below the line is Su Ning advocate. The Su Ning that online end depth of field ploughed 28 years up to on May 25, su Ning buys amount of straight battalion inn easily to already broke through 2300. Endow with through small capital fund can means, su Ning buys retail cloud easily to join in market of line of 4-6 of take root of 500 store overall arrangement also will achieve inside store half an year, become Su Ning to accelerate the edge tool of market of layout small line.
Look from urban level, consumption upgrades the trend also is permeated to 34 class market from market of class of just a little gradually. In 34 class market, the promotes pair of good products pursuit of consumer purchasing power also gradually open, the turnover of high-end product increases rate in apparently fast at market of line of just a little. Su Ning transforms the measure such as heavy model through storefront, cater to the experience type demand of the user after consumption upgrades, lead consumption to upgrade, had become industry surveyor's pole.
The author thinks, online and genteel quantity dries up, consumption upgrades below, type of the experience below the line is consumed already " cruel go " . The market share of Su Ning home appliance will continue to expand. But this is Su Ning only one of ace in home appliance domain.
Market of the home appliance after electric business: Consumption upgrades next service experiences already became poor dissimilation dominant position
Su Ning is in another piece of ace of home appliance domain, come from what establish at somebody's convenience to already was formed from 1990 at its " service gene " . As we have learned consumer is this year when home appliance of tradition of choose and buy, in product quality stability, brand famous degree, the TGI of the link such as user public praise (attention is spent, be identical is spent) all prep above 104. Customer comes to install maintenance to traditional home appliance, and with old change new service to have prominent attention to spend.
Create valence to be worth be Internet to establish line of business for the user this, the opens function and user because of its direct contact of Internet, a when this decided this industry idiosyncratic it is all final power to make decisions go up in user hand entirely. Inside this industry, the user is final with the most captious ref, commercial law, the strategy, mode even camp can become less important before its.
So, the competition of Internet market and rich weichi, who to see can let an user use the heart that get a surname namely to finally, more convenience, who to see can think they create more value. If say the mark that sale, technology has been platform of business of one home appliance matchs,the author thinks, check of so online private parts and service territory agree to make great efforts " dead knock " model enterprise, can make poor dissimilation dominant position.
1990, su Ning home appliance coulds there be in Nanjing sea route practice, although only ten employee but its service brand has provided embryonic form first at that time: "Air conditioning deserves to send, unifinication of installation, maintenance " . Have engineer of nearly 100 thousand services nowadays, year serves 20 million user, SKU exceeds the predecessor of the army group helping a customer of 2000, it is once ten installation employee.
Not only such, body shop is in Suningshi to had deserved to send in content shedding, goods of installation, on-the-spot experience, exchange a purchase, come maintenance and with old change wait newly in all 6 services segment, the customer satisfaction that gained an industry to precede is spent. Serve kind of eye to cover home appliance, electron, household, homemaking, car, compositive system and intelligent artifacts, self-supporting and join in service site 8000, cover county of 300 many cities of countrywide, 2000 many areas, ability of villages and towns is enclothed 98% .
Market of the service after the home appliance nowadays already " dynastic changes " , by once the price competes, changed value to competition, service competition. In March 2018, "30 days of bags are retreated, 365 days of bags are changed " the service is promised, su Ning buys president Hou Enlong easily to express publicly: "Welcome to broad consumer experiences and be supervised " .
The author thinks, the essence of pattern of industry of electric business platform is bilateral influence the market, for better or worse, once one aspect of the matter was caused tremendous influence, so back-to-back regular meeting affects another end. Su Ning from commodity retail serve to character, wisdom serves the change of platform, its serve zoology catenary to had tended perfect, will release user value to raise an user continuously agglutinant, can sit for a long time more at the same time have numerous and high grade brand firm, create value for the user jointly, the plug-in unit that realizes electric business medium of communication is changed.
Write finally
Consumption upgrades nowadays, the home appliance that quality service drives is retail new era has come. Su Ning buys the collaboration that launching development with the brand enterprise of many have a common goal easily, became home appliance brand to have an insight into the first platform that consumption wants sue for peace to hold industrial trend. In change new spending, newly during happening, su Ning the consider carefully of this movement backside, will be its can prep against changes newly the prime cause of swift and violent growth.
