At the beginning of 2022, the New Year's Day holiday and the New Year Goods Festival activities released the vitality of consumption, and the home appliance market ushered in a good start.
According to Suning Tesco big data, during the New Year's Day holiday, the customer flow of Suning Tesco stores increased by 80% month-on-month, the consultation volume of home appliance 3C "old for new" increased by more than 100% year-on-year, and the order for mobile phones, hoods, refrigerators, and water heaters accounted for more than 60%.
On January 4, Suning Tesco opened the New Year Goods Festival and launched new consumption, New Year goods and new service activities. Suning Tesco and more than 20 cities such as Jiangsu "Suxin Consumption And Winter Shopping Festival" have carried out a series of activities to promote consumption, and more than 100 new home appliances 3C new products have been added to help home appliance consumption.
For the home appliance industry, although the internal and external market environment still faces many challenges, under the background of consumption upgrading and a series of policy support, 2022 is still organic, and upgrading and scene experience have become key sources of growth.
Policy warm air frequent blowing Upgrades have become the mainstream
Since 2021, the home appliance market has shifted from incremental to stock, and home appliance consumption has upgraded from functional to quality. While the product structure and product functions tend to be high-end, health and intelligence have also become high-frequency words in the home appliance market. A few days ago, the National Industrial and Information Technology Work Conference stressed that in 2022, efforts should be made to boost the industrial economy and expand the consumption of green smart home appliances and green building materials.
At the same time, the policy also provides support for the stock replacement of the home appliance market in 2022. In December 2021, the National Development and Reform Commission and the Ministry of Industry and Information Technology issued the "Notice on the Implementation Plan for Cheering up the Operation of the Industrial Economy and Promoting the High-quality Development of Industry", proposing to release the consumption potential in key areas, improve the recycling system of home appliances, implement the recycling target responsibility system for home appliance producers, encourage qualified localities to launch a new round of "old for new" actions in the field of home appliances, and encourage smart home appliances to go to the countryside.
In addition, with the adjustment of the real estate cycle, the real estate industry has entered a virtuous circle and healthy development, and the renovation of new houses, second-hand houses and old houses will also bring more growth space for the purchase of home appliance sets and the replacement of stocks.
The trend of high-end, set-up, scenario-based and intelligent in the home appliance industry is obvious, the stock replacement has become the absolute main force of consumer demand, and the intensive cultivation of the stock market has also become a common problem faced by brand owners and retailers in 2022.
Previously, Home appliance brands such as Haier, Hisense, Fangtai, boss electrical appliances and Suning Tesco clarified their cooperation goals and promotion strategies in 2022, and from the perspective of cooperation content, trade-in has become the industry standard.
Ren Jun, President of Suning Tesco Group, said: "In the new industry environment, good products and good services are still just needed in the market, and brand owners and retailers have strengthened strategic cooperation, given full play to their respective advantages, and expanded the stock market through business innovation and service upgrades to achieve scale efficiency." ”
Since the launch of the latest version of the trade-in service in April 2021, Suning Tesco has taken trade-in as its main service product. By integrating upstream and downstream resources, Suning Tesco provides one-stop replacement, cross-category replacement, purchase direct price difference, and delivery of new and old integration services. At the end of the year, Suning Tesco launched the "Star Selection Home Appliances" IP plan, adding services such as 10-year warranty repair and 180-day extended warranty of the whole machine.
In response to consumers' new year's demand for "new", during this year's New Year's Festival, Suning Tesco linked up with Haier, Midea, Boss Electrical appliances and many other home appliance head brands to further focus on trend categories and replacement services, and launched more than 500 community activities to provide old for new, home appliance free clinics, and home appliance cleaning services at close range.
High-end set-up trend Scene experience brings growth opportunities
A few days ago, Aowei Cloud Network released the "2021-2022 China Home Appliance Industry New Ecology White Paper", which pointed out that in the current cycle, enterprises should strive to create high-end products and high-end sets to improve single-customer output and ensure operating profits. From the perspective of channels, offline channels have become the key places for high-end value output and set-up scene experience.
High-end and set-up have become the consensus of the industry. Since 2021, major head brands have targeted the high-end home appliance market, trying to increase market share through scenario-based, ecological and other means. In 2022, brand owners will increase their market layout.
Haier chose Suning Tesco, a long-term strategic partner with a two-line advantage, to increase cooperation in the high-end home appliance market. For Haier's high-end brand Casarte, the two sides previously clarified the sales target of the first high-end market share in 2022 and sprinting to 5 billion.
Due to the characteristics of high customer unit price, long consumption decision cycle, and need for scenario-based experience, high-end home appliances give priority to offline sales channels. With the advantage of suning Tesco's scene of more than 10,000 offline stores nationwide, Haier and Suning Tesco will also jointly promote the expansion and coverage of Haier's Internet of Things scene brand "Three-winged Bird" in key cities across the country in the form of "store-in-shop".
It is reported that at present, 9 three-winged bird scene experience stores have landed in Suning Tesco stores, and the two sides are expected to complete 50 landings in 2022. Through the scene experience, the two sides will provide users with full-scene solutions for smart homes such as balconies, kitchens, living rooms, bathrooms, bedrooms, etc., to realize the integration of home decoration, home appliances and intelligence, and meet the personalized customization needs of users.
Hisense, Skyworth and other brands will also work with Suning Tesco to promote the upgrading of audio-visual experience scenes in 2022; during this year's New Year Festival, Suning Tesco will launch 100 New Year treasure pavilions relying on offline stores to display and experience fun New Year goods and national tide home appliances; in addition, Suning Tesco will also cooperate with the boss, Fangtai and other brands to carry out 1,000 New Year's flavor live broadcast and Food Tasting Experience Activities.
Under the "general trend" of the development of high-end home appliances, retail service providers and brand owners hold hands and give full play to their respective advantages in the field of retail basic capabilities and product manufacturing, which may be able to create more possibilities for both sides to fight the high-end home appliance market and achieve win-win results.
Suning contributed the picture
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