In recent years, the entry threshold of home appliance channels seems to be lowered, collapsed and even destroyed step by step, and several communities with a mobile phone "everyone can sell appliances". This is just the impact of the traditional professional distribution system of home appliances, and the new retail order and channel threshold of home appliances are being reconstructed. In the next two or three years, the home appliance circle believes that the fragmentation and differentiation of home appliance channels is coming to an end, and the entry threshold for home appliance retail will "bottom out".
Wen Jian||Written
The professional home appliance distribution and retail threshold, which has existed for more than 30 years, has been disintegrated or even destroyed, which is closely related to the fragmentation of home appliance retail channels in recent years. In essence, it is not that "there are more and more merchants and self-employed people who sell electrical appliances", but that consumers' needs, purchasing habits and lives are becoming more and more changeable, and they want to have more choices, better services, and more convenient purchases.
A very concrete scene, I believe that many home appliance people have a deep experience and impression:
At that time, consumers, in order to buy electrical appliances, will take a whole day to go to the door of Suning, Gome, Dazhong, Yongle and other stores to see whose best is cheaper, whose gifts are rich, and which shopping guide has a warm attitude and professional introduction, and then after a few days of full price comparison and weighing, will place an order to buy;It will even intervene in a series of cumbersome details such as when the home appliance will be delivered, when it will be installed, and when the service personnel will come to the door through ** and text messages.
Today's consumers, basically, for small household appliances in life and cooking, are to see what they like to "buy with their eyes closed";For major electrical appliances, they will only compare prices on several e-commerce platforms, and occasionally search for the reputation of some products and brands, and place an order directly online. They care about the product, but they pay more attention to the unique performance and technology of the product, as well as whether it is integrated with delivery and installation, whether it is delivered to the home, and they are not willing to waste time on dealing with it, so they want to experience the product soon after placing an order.
The change of home appliance channels is the changeable lifestyle and pursuit of users, and it is also driven by capital power
First of all, after the fragmentation of home appliance retail channels, there is no sign of stagnation, but it is intensifying. In addition to the self-operated ** and third-party ** of e-commerce platforms such as JD.com, Tmall, Pinduoduo, etc., there are also a series of subdivided formats such as live broadcast e-commerce, content e-commerce, shelf e-commerce, and community e-commerce and community** caused by influencers. The main force for the emergence of this series of formats is Jingdong and Tmall, which have become retail platforms, and they continue to expand various shipping channels, vigorously develop offline and online sales contacts, and eventually engage in both direct retail and wholesale, as well as first-class distribution. Of course, the most important thing is that users have needs and are willing to buy home appliances in a variety of more convenient and suitable ways for themselves. It is the living needs and service needs of many users in the market that have given birth to the diversification and multi-format of home appliance channels.
Secondly, in recent years, the retail channels of household appliances have been continuously differentiated, not simply the threshold of retail channels has been lowered, but the reconstruction and reengineering of the capital forces behind the retail channels of household appliances. In the past 30 years, the traditional home appliance channel discourse power is in the hands of many national and local chain stores, as well as home appliance merchants, distributors, with the rise of new business forces such as Jingdong, Tmall, Pinduoduo, etc., they began to break the traditional offline distribution model, through online ** direct sales, offline wholesale and joining, directly push Gome and Suning to the mud pit, and then incorporate home appliance dealers in counties and towns, home appliance stores, and even salesmen and shopping guides in many home appliance stores. In the end, Jingdong and Tmall took the initiative of home appliance retail channels in their hands step by step, and formulated the rules, boundaries and models of the retail market. Now even home appliance shopping malls and chain stores around the country can only live a stable life in a "safe corner", instead of choosing to compete head-on with Jingdong Tmall.
Moreover, the transformation of home appliance retail channels has developed to this year, on the surface, it is still fragmented, especially in the past 2 years, after the live broadcast e-commerce, based on Douyin, Kuaishou and other short content platforms appeared shelf e-commerce, coupled with AI technology, digital human live broadcast and other means, after the global home appliance retail, there will be a new model of all-weather retail, so that users can buy at any time on various platforms 24 hours a day, place orders at any time, and get a response at any time. However,This round of home appliance channel fragmentation has come to an end,It's not that there will be no new retail formats,But the home appliance retail pattern is basically stable,That is, Jingdong、Tmall is dominated by the two global retails,Online Pinduoduo and Douyin and other live broadcast e-commerce shelf e-commerce auxiliaries,Offline Suning Tesco and local chain home appliance stores as auxiliary,Finally"Jingdong Tmall franchise stores、Haiermei's specialty stores"Ladder distributed pattern as the fulcrum of the sinking market。 Under the seemingly large and scattered retail channels and outlets, product resources and user resources are concentrated in the hands of a few manufacturers such as JD.com, Tmall, Haier, and Midea.
The process of fragmentation of household appliance channels is also the process of a new round of reshuffle and manufacturer restructuring in the home appliance market
In recent years, the competition in the home appliance market has shown a diversified trend: on the one hand, there are more and more home appliance retail formats, outlets and contact points, and everyone can become a salesperson, and everyone can sell appliances;On the other hand, home appliance companies and home appliance retailers are joining forces and developing together, and enterprises choose powerful channel providers to give good products, good policies and policies, and the same retail platform will also choose high-quality retailers to focus on. This has also created a unique current business phenomenon: more and more people are selling appliances, but fewer and fewer people can make money by selling all appliances. Because, the supply and policy of household appliances are increasingly concentrated in the hands of a few platforms and merchants.
Now many individual industrial and commercial households, micro-business experts, as well as home appliance sellers who use platform dividends such as Douyin and Pinduoduo, all want to have stable and reliable home appliance supply channels, and they all hope to get the highest lower supply of goods, but whether it is a large enterprise or a large platform, they will not dock and tilt to these weak groups who can only sell at low prices and just use platform dividends to sell goods. At present, the main manufacturers are either making efforts to pre-install channels and supporting designers of home improvement companies, or encouraging offline stores to push up and sell fine or push packages through scene and experience marketing, for those merchants or individuals who can only "sell ** and sell low prices" will compress the space step by step.
As the downstream and end of the home appliance industry, the home appliance channel is also the "last mile" of the connection between home appliance brands and families and users, witnessing the fission of the household appliance brand pattern, and the insight is that the consumer demand for household appliances is changeable, and ultimately brings about the giantization of the home appliance retail business and the concentration of the market share of home appliances. Therefore, the channel occupies a "pivotal" position in the home appliance industry, that is, who has the right to speak in the channel, which means that it has mastered the influence on the market and users.
From this point of view, the traditional professional retail threshold of household appliances must be destroyed, and new capital and power will inevitably accelerate the "ability threshold for selling appliances" and reconstruct the business order.
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