2016 kitchen appliances start well

In 2015, the overall economic situation in China slowed down, and the growth rate of the home appliance industry after a period of rapid development, coupled with the surge in sales caused by two major e-commerce vendors in November and December 2015, led to the opening of 2016, online Household appliances only achieved a transaction volume of 6.93 billion yuan, an increase of only 7.8% year-on-year, a decrease of 22.3% compared to the previous quarter. This can also be seen in January before the Spring Festival, consumers' purchase intention is significantly reduced, the peak season of traditional home appliance sales has been changed by e-commerce.

In January, the sales of major appliances accounted for only 45.7%. Although it was still the main contributor to the home appliance industry, it was down 21.9% year-on-year, of which sales of flat-panel TVs dropped by as much as 50.0%, which was the reason for the biggest drop in home appliances. In 2015, Internet brands and traditional TV brands were stifled in the field of smart TVs, and in 2016, flat-panel TVs started to be unfavorable. It is believed that in 2016, the competition among flat-panel TV manufacturers will become more intense. In January, the sales of kitchen appliances increased to 34.5%, which was a year-on-year increase. In 2015, the intelligentization of kitchen appliances was accelerated and the product replacement was rapid. It is expected to become the main growth point of the home appliance industry in 2016. The sales of electrical appliances in January were relatively stable, only increasing by 10% year-on-year. It is expected that 2016 will be stable and increase.

In January 2016, JD's sales accounted for only slightly more than the year-on-year increase. It took a slight advantage over the Tmall, and Tmall increased by nearly 6 percentage points year-on-year, which is a significant increase. This may not be the same as last year's Cat Ning. relationship. In August 2015, Suning entered Tmall. The combination of the two will undoubtedly strengthen Tmall's ability to compete with JD in home appliances and 3C. It can be predicted that the market share of Tmall in 2016 will still have room for growth. In addition, online appliance sales not only test the channel level but also test the logistics capabilities. Jingdong and Tmall will continue to monopolize the sales of home appliances. The small-volume platform's living space will become increasingly narrow.

In January 2015, Gome Online and Suning Tesco's market share gap reached 5.7%. After a full year of deep-rooted operations, the gap between GOME Online and Suning Tesco narrowed to 1.5% in January 2016. The top three ranks, the two platforms will be more intense competition in 2016. On the other hand, Yixun, which also sells home appliances and 3C as its main sales category, has disappeared into this appliance wars, not to mention Dangdang.com and Amazon.com.

In 2016, rural e-commerce became a new blue ocean. Farmers' demand for home appliances has also become an opportunity for e-commerce platforms to show their strength again. Whoever wins the rural home appliance market will win the battle for e-commerce.

In January 2016, flat-panel TVs remained the highest-selling home appliance category, but as mentioned earlier, the sales of flat-panel TVs fell by 50.0%, and the decline in consumer popularity of flat-panel TVs will also bring about the 2016 flat-panel TV industry. Shuffle. The same as large home air conditioners, sales have dropped to 10th, accounting for sales of rice cookers, electric ovens and other small kitchen appliances. In January 2016, when the average price dropped sharply on a year-on-year basis, the sales of online major appliances remained cold, which also indicated the urgency of opening the rural market. The number of consumers in online home appliances in first and second tier cities has stabilized and declined. The rural market is the only way for online home appliances in 2016. At the same time, the rise in the ranking of kitchen appliances, such as rice cookers and electric ovens, in home appliance categories also indicates that the growth potential of kitchen appliances is still very large, but intelligence will be the direction of 2016. Therefore, if a backward brand fails to upgrade its products in a timely manner, it will also suffer. To the elimination.

Appliances have always been a category with a high degree of brand concentration. In January 2016, the brand concentration of the three major categories of household appliances was close to or even higher than 50%. The home appliance and consumer electronics brands have similar concentrations but are far lower than kitchen appliances. TOP1 Haier has a single share of TOP1, and the share of Philips in life appliance TOP1 is over 10%. The top three of kitchen appliances top US, Jiuyang, and Supor account for over 40% of the total. On the one hand, they describe Midea, Haier, Philips, and Nine Yang. Supor and other domestic and foreign brands are powerful and difficult to shake. On the other hand, they also indicate that it is difficult for new brands to enter the appliance industry, especially kitchen appliances, in 2016. It is difficult for household appliances and millet and mobile TV companies to appear in the mobile phone and television industry. Miraculous.