Home appliances are an important area to boost consumption. Recently, home appliance manufacturers have seized the business opportunity of the Spring Festival and launched New Year's Festival activities to better meet consumer demand with innovative supply, stimulate market consumption enthusiasm with marketing innovation, promote the trade-in of household appliances, and accelerate the popularization of emerging home appliances.
Trade-in is hot.
The washing machine at home has been used for a long time, and the dehydration function is not working, so take advantage of the preferential activities in the store during the holiday to take a look. On the fifth day of the first lunar month, Wu Limei, a resident of Haidian District, Beijing, went to the home appliance store to buy a brand-name washing and drying machine. The product has the function of drying and sterilization, as well as a washing program suitable for jackets, which just meets the needs of Wu Limei and his wife who like outdoor sports and care for children's health. By participating in the trade-in activity, she enjoyed a manufacturer subsidy of 400 yuan, as well as worry-free services for the delivery and installation of new machines and the dismantling and transportation of old machines.
During the Spring Festival, Suning Tesco Beijing Xihongmen Huiju store was lit up and beaming. "Before the Spring Festival, there were several waves of small upsurges in the sales of household appliances, and the daily turnover of stores could reach one million yuan. Li Ming, deputy manager of the store, said that Suning Tesco continued to carry out preferential activities such as trade-in and home appliance purchases, and the number of customers and transaction amounts in the store has gradually increased recently.
On February 7, Suning Tesco released pre-holiday consumption data showing that since the launch of the New Year Festival on January 5, Suning Tesco's national store traffic has increased by 206% year-on-year, and the number of trade-in orders for home appliances has increased by 153% year-on-year.
Many consumers choose to upgrade their major appliances before the Spring Festival, refrigerators, washing machines, and color TVs are popular categories for trade-in, and large-size, large-capacity, and multi-functional upgraded products are particularly popular. For example, the sales of large-screen color TVs above 85 inches, side-by-side refrigerators, washing and drying sets and other products increased by 1% and 103% respectively month-on-month.
Home appliance manufacturers focus on user needs and make precise efforts. Haier Smart Home's original full-space refrigerator preservation technology extends the shelf life of ingredients and dispels consumers' worries about not being able to store New Year's goods. Hisense actively promotes100inch、110inch、120Inch foldable laser TVL5K and other large-screen products。 Its laser TV "screen foldable" technology solves the problem of large-size TV entering the home and provides convenience for more families.
At present, the traditional major appliance market has entered the stock stage. In 2023, the number of major categories of household appliances will exceed 3 billion units, and there will be more than 100 air conditioners, refrigerators, and TVs per 100 households. At the same time, the trade-in of consumer goods such as household appliances is a huge system project, which requires production, supply and marketing, upstream and downstream, government, enterprise and people, and online and offline coordination.
The Ministry of Commerce and other 9 departments recently issued the "Guidelines for the Typical Construction of the Renewable Resources System for Improving Waste Household Appliances and Furniture", which proposes that by 2025, a number of typical cities and typical enterprises of the renewable resources system such as waste household appliances and furniture will be cultivated nationwide, and the amount of waste household appliances and furniture in the country will increase by more than 15% compared with 2023, and the standardization level of waste household appliances and furniture will be significantly improved.
Xu Dongsheng, vice chairman of the China Household Electrical Appliances Association, said, "The new policy is an important measure to break through the consumption blockage and promote the trade-in of household appliances, and make up for the shortcomings in infrastructure as soon as possible, and the cycle of the household appliance industry will become smoother."
Emerging categories are popular.
We plan to get married in the new year, and we need to buy not only traditional appliances in our new house, but also some more trendy electrical appliances, such as dishwashers and sweeping robots. Wang Pang and Liu Huizhi, a couple who returned to Jianhu County, Yancheng, Jiangsu Province for the New Year from other places, said that buying appliances should look at quality, appearance, and cost performance, and green smart products are the first choice.
Washing and drying machines, intelligent large-screen color TVs, water purifiers, dishwashers, and sweepers are becoming the five major new items for county and town consumers. Cui Jiansheng, head of Suning Tesco retail cloud store in Yancheng Jianhu Building, told reporters that young people are now more interested in high-end home appliances in the new trend. In 2023, the "Double 11" store will open, with sales of more than 1 million yuan, and the purchase orders of home appliances in the whole house account for 40%.
At present, the sales growth of emerging home appliance categories is good. Data shows that in 2023, the sales of floor scrubbers will increase by 45%; Dryer retail sales increased by 164%；The overall scale of dishwashers was 1.94 million units and 11.2 billion yuan, a year-on-year increase6%。
During the Spring Festival, smart floor scrubbers have become the preferred gift for more and more people to visit relatives and friends. The floor scrubber can not only meet the needs of efficient cleaning of the family, but also imply "in addition to the old cloth new, the New Year is happy".
The new floor scrubber launched by Timco is equipped with a number of leading technologies with an ultra-thin body, which can be cleaned by lying flat on the ground, which is favored by consumers. Yin Peng, general manager of Timco Greater China, said: "During the Spring Festival holiday, Timco's offline sales can reach three times that of the same period last year. ”
There's something new in marketing.
In order to tap the consumption potential, home appliance manufacturers have innovated marketing methods and made concerted efforts online and offline.
From January 4 to February 12 this year, Haier's "Year of Good China" activity achieved a cumulative sales of 17.1 billion yuan, a year-on-year increase of 7%. According to reports, Haier stores organize activities such as live broadcasts of science and technology to help farmers, reunion banquets, etc., and also seize the tide of returning to their hometowns to provide users with services such as bringing goods into the village, cleaning them at home, and dismantling the old for the new. The relevant person in charge of Haier Smart Home China said, "We have also done live broadcast activities such as the New Year Goods Festival and Chinese New Year's Eve Dinner, and achieved accurate 'planting' by evaluating the fun ** of 'c-position' New Year dishes, and then diverted to stores to achieve transformation."
Since February this year, Hisense color TVs, air conditioners and other products have carried out home appliance replacement activities. In terms of customer drainage,Hisense is low-carbon、Green-oriented,On the Douyin platform, it is localized live broadcast、Theme promotion in the form of short**。 From February 1st to 13th, Hisense laser TV online sales increased by 305% year-on-year.
According to data from the National Bureau of Statistics, the cumulative main business income of the national household appliance industry reached 1 last year84 trillion yuan, a year-on-year increase of 7%; profit was 156.5 billion yuan, a year-on-year increase of 121%。
Looking forward to 2024, Xu Dongsheng said that China's home appliance enterprises have adhered to technological innovation, explored user needs, and improved the level of global operation for many years, and the industry is resilient. (Economic ** reporter Zhou Lei).