On December 27, 2023, the Tmall Premium High-end Home Appliances and Home Furnishing Expo was grandly opened in Shanghai. This high-end home appliance expo is the most concerned industry event in the home appliance industry at the end of the year, attracting more than 200 brands such as Haier, Midea, Fotile, Boss, TCL, Hisense, etc., bringing together the latest home appliances of the enterprise, from high-end home appliances to the use of whole house home appliances, providing users with a scene-based experience of integrating products into life. At the same time, it will show users the new product trends and development directions of the home appliance industry in an all-round way, and talk about the new blueprint for the development of the industry.
At the meeting, Tmall Youpin, together with China Household Electrical Appliances Association, China State Grid, China Consumer Magazine, Aowei Cloud Network, Haier Smart Home, Midea, Tmall Home Improvement and other resource parties, jointly released the "2023 China Home Appliance Market Global New Retail" For the first time, a new definition of the new retail channel of home appliances was proposed, an in-depth analysis was made on the development status and circulation channels of China's home appliance market, the user insights of the global new retail market were comprehensively sorted out, the development of the innovation model of Tmall Youpin in the global new retail market was comprehensively sorted out, and the future development direction of the global new retail market was interpreted in detail.
Redefine the sinking market - "global new retail".
In the context of the new retail revolution, the online and offline integration model represented by Tmall Youpin has been continuously innovated and optimized, upgrading the service and experience of the whole process of commodity production, circulation and sales, reshaping the structure and ecosystem of household appliances in the sinking market, and deeply integrating online services, online testing and modern logistics to tap market value. Nowadays, new retail channels such as Tmall Premium continue to expand the mode of online and offline integration to first- and second-tier cities, and the concept of sinking is also being redefined, expanding and upgrading from "county-level new retail" to "all-domain new retail".
At the meeting, the general manager of Tmall Jiaxiang Life put forward the business strategy of integrating home appliances, home furnishings and home decoration. He also pointed out that this will bring new opportunities and challenges to the development of Taotian Group in the field of family life, and further enhance the company's competitiveness and market position.
Fan Weijun, general manager of Tmall Youpin, pointed out in the sharing of "Integrating Ecology and Foreseeing the Future" that in 2023, Tmall Youpin will build a multi-level offline market retail network, relying on proprietary warehouse network and digital capabilities, building a strong experience and service-oriented supply system, and building a professional, intelligent, interactive and experience retail field with consumers as the starting point to help stores extend online and offline business opportunities. With the integration of boutique upgrading and store promotion strategies, relying on the establishment of a global marketing user matrix in stores, Tmall Premium will be able to serve 20 million families every year and reach 1 billion users annually through the global marketing matrix.
Global New Retail User Insight - Pursuit of a Better Quality Life
With the steady growth of China's economy, people's living standards are improving day by day, and the requirements for quality life are also improving. For the home appliance market, users' demand for high-end home appliances is rising. Aowei cloud network (**c) offline monitoring data shows that the high-end market share of most major household appliances has occupied a high proportion, and the high-end market share of some categories has increased significantly compared with the same period last year.
** It is pointed out that the "three big" purchase motivations of consumers are new home decoration, product upgrades and home appliance replacement. With the development of the home appliance market, most of the traditional home appliance market has become saturated, entering the era of stock development, with product upgrading and home appliance replacement as the core of the stock replacement demand is the source of power for the growth of the traditional home appliance market.
Tmall Youpin's global new retail model leads the new retail trend
From the perspective of channel change, in the development process of the entire home appliance market, the sales channels of household appliances show a diversified and parallel trend, from mainly relying on physical channels, to the rise of online retail formats, and with the continuous development of Internet technology, a deeper change is emerging - the whole field of new retail, online and offline integration is the core concept of the new retail model, focusing on mutual integration, mutual access, and mutual cooperation.
The online and offline integration model represented by Tmall Youpin has been continuously innovated and optimized, upgrading the service and experience of the whole process of commodity production, circulation and sales, and penetrating from the traditional 3-6 offline sinking market to the 1-2 tier city-level market, breaking the previous division of offline channels, sinking channels and e-commerce channels, and reshaping the structure and ecosystem of household appliances in the traditional sinking market. Under this trend, in order to better get close to users and grasp user traffic, Tmall Youpin has upgraded and reformed the original channels, focusing on "sinking to the user's side" to provide a complete solution for 1-6 line global users, and bring a complete set of solutions to users.
Ge Fengliang, vice president of China Household Electrical Appliances Research Institute, pointed out at the meeting that Tmall Youpin has released huge energy with its efficient business model, and with the support of diversified supply, efficient performance and digital operation capabilities, there are currently more than 130,000 stores, covering 1-6 tier multi-level market users. In order to grasp the various needs of users in the first- and second-tier city-level markets for high-end quality of household appliances and scenario-based experience, Tmall Youpin's Youyoujia Life Pavilion integrates multiple categories such as major appliances, household appliances, home decoration and home furnishing, mobile phone digital, etc., to create a variety of experience scenarios such as healthy bathroom, ideal kitchen, smart living room, and smart fun and trendy play, providing consumers with a one-stop whole-house home appliance and home decoration consumption experience, which is not only in line with the current industry development trend, but also in line with consumers' pursuit of a better life.
The home appliance market has changed from the past commodity-led to today's user-led, and consumers' needs have also been upgraded from basic function needs to higher-level needs. Tmall Youpin combines the consumption trends of high-end, set and scenario-based consumers, and always adheres to the product hierarchical operation strategy of "multi-category and multi-scene", and combines Youyoujia A2000 store, A700 experience store, A300 experience store, ideal kitchen and other store types to form different store scene supply and operation strategies to meet the multi-scene consumption needs of store consumers. Through the multi-category integration of high-quality home appliances + mobile phone digital + home furnishing, as well as the one-stop whole-house smart home solution brought by Tmall Youjia, it can fully meet the intelligent life needs of users in life scenarios such as daily life, home entertainment, kitchen food, security lighting, and family health.
The "2023 China Home Appliance Market Global New Retail" jointly released by Tmall Youpin, China Household Electrical Appliances Association, China State Grid, China Consumer Magazine, Haier Smart Home, Midea, Tmall Home Improvement and other resource parties, as well as Aowei Cloud Network, not only conducted an in-depth analysis of the home appliance market and channel development status, Tmall Youpin's innovation and leading model, but also made a trend judgment on the development direction of the future home appliance market. As a circulation channel, Tmall Premium has opened up a new track of new retail for the home appliance market, achieved new growth in the industry, and brought more high-quality and high-end home appliances to more Chinese families, contributing to the design of a better living environment for Chinese families.